Fine line of personalization in the privacy age — Nathan Steele // Owler

Nathan Steele, Head of Customer Success at Owler, talks about building a customer-first strategy. While almost everything in today’s world can be tracked, none of us want to create an experience that is overbearing and pushy. There's definitely a thin line between personalization and being creepy with data, and Owler seems to know where to draw it. Today, Nathan discusses the fine line of personalization in the privacy age.
About the speaker

Nathan Steele

Owler

 - Owler

Nathan Steele is Head of Customer Success at Owler

Show Notes

  • 01:49
    The line between being creepy and personalization
    Almost everything we do online is tracked. The key to not coming off as creepy is looking for trends rather than hyper personalizing to an individual person.
  • 03:22
    Owlers use of third party data
    Owler doesnt use third-party data. Their approach is based on their 11 years of industry knowledge and experience. And, everything on Owler is collected from the community of users.
  • 03:42
    Building a product to support different roles
    Owler looked at different roles to get an understanding of what they were following. Then they built their product around the needs observed.
  • 05:21
    Using community based data to build a sales companion
    During sign up, Owler asks questions about your company. That data can be used to deliver specific news and specific data points and insights where and when you need.
  • 07:25
    Owlers commitment to protecting personal data
    All personal information collected by Owler is stored internally to optimize the site for users. Company data will never be focused on an individual and user information is never resold.
  • 08:54
    Personalization based on user profile
    Owler focuses on personalization in terms of the company and trying to inform. They provide specific news insights for sales reps to apply based on their unique use case.
  • 10:42
    Using personalization to convert prospects to customers
    Provide paid users with more options to personalize their experience. To the free user, this indicates that they can get more insights personalized to their needs if they take the next step.
  • 11:53
    Third party data and controlling your dataset
    Third-party data comes into play around things like asking for customer contact data. Trust is maintained this way, but its best to mine data from your community and control your dataset.

Quotes

  • "Almost everything on our website can be tracked. Where we decide to not be creepy about it is we don't link those things to individual users. We're just specifically looking for trends." - Nathan Steele

  • "We don't use any third-party data. Everything on Owler is collected by us from our community of users. And everything that we do is driven based on what we've learned over 11 years of doing it." - Nathan Steele

  • "We started trailing different roles and understanding what they were following. And we built our product around those needs, from what we were already seeing happening." - Nathan Steele

  • "All we're doing today is trying to build out a sales companion that's going to deliver that specific news, specific data points, and insights, right where you need it, when you need it." - Nathan Steele

  • "The information we collect on our site about the individual user is never resold. Everything is stored with us internally to just make the site better for our users." - Nathan Steele

About the speaker

Nathan Steele

Owler

 - Owler

Nathan Steele is Head of Customer Success at Owler

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