Forrester Principal Analyst Fatemeh Khatibloo discusses the future of consumer data: its sources, purpose, and potential for changing the way brands and consumers interact.
Fatemeh Khatibloo, Principal Analyst
While we live in the age of the empowered customer, algorithms still hold sway over what we see, who we interact with, what apps we download, and even how we feel. Fed by an array of data sources, algorithms make inferences about who we are and what we like — but those inferences aren’t always accurate and result in a heavily filtered digital experience.
As our digital identities evolve, the concept of zero party data — data shared explicitly and intentionally by consumers — comes to the fore. What if you decided what your view of the internet was? This is the algorithm of me: an algorithm fed by consumer-selected data that filters and curates what’s out there based on your desires and objectives.
In this podcast episode, Fatemeh Khatibloo explores what it means for consumers to create their own digital identities and explains the conflicting forces at play between marketers and the need for individualization.
If you would like to contribute to Fatemeh’s ongoing research around the algorithm of me, ask questions, or discuss your thoughts, please reach out to us at firstname.lastname@example.org.