Data in marketing is important, whether it's big or small, refined or general, it all paints a picture which marketeers can use to increase effectiveness in their techniques and approaches. Google has a huge role in this as you'd expect and have several platforms from alerts and analytics of specific sites to the way consumers use their products. They also have the old school approach of surveys. Though in today's day and age, with people always using their mobiles and only doing anything if they get something out of it, Google came up with Google Opinion Rewards.
[embed]https://www.youtube.com/watch?v=2zpKBS9pL-o[/embed]
(source:https://www.google.com/insights/consumersurveys/home)
It's surprising how little people are willing to spend in app stores. When you consider that consumers will buy a chocolate bar purely from impulse for $3 but not a $0.99 app and instead use the lite version with ads, the sudden offer of app store credit becomes a lot more appealing. I've used the app for a few months and have earned around $15 worth of store credit. The questions range from gender and age to if you are planning on buying car insurance or know a certain YouTuber. The issue of how much information you reveal and privacy then arises and whether a consumer would want a corporation to know this information. You can reject surveys if you don't want to answer them though the survey's are scaled on the depth of information gathered. The more information you tell the more money you get.
Personally, I don't mind answering the questions because I don't believe there is any threat with telling particular information to Google. Plus, being able to buy apps to try out that you wouldn't normally is fun. By combining market research and subsequent consumers making purchases from the credit they earned in their app store, Google has created a rewarding digital marketing strategy that gives value to all parties.
Have you or would you use Google Rewards to earn store credit? Or is your privacy not worth it?