Scan Magazine | Special Theme | Enterprise Spotlight - Denmark
at digital platforms and try to approach someone with an interest in cars and business, based on the belief that they are employed at a high level and have a good income,” says Glarvig. “But what they don’t think about is the fact that students at a business school often have a free log-in to all online business sections, yet most likely can only dream of buying a car. Thus, their digital behaviour resembles that of a CEO with a much higher purchasing power and perhaps with more than one car in the driveway. But these two consumer segments have a differing potential and should certainly not receive the same communication.”
Never compromising on privacy Geomatic has clients in all of the Nordic countries, and their way of collecting and interpreting data makes them rather unique. They aim to have a 360-degree understanding of the consumers, not only to help their clients’ communication, but also to respect the individuals. “If we don’t understand why some people have the same or a different behaviour and what triggers that particular behaviour, we might as well stand on a beer crate at the central station and yell out our message. It would practically have the same effect. The more we know about the consumer the better we can customise the communication so it fits their demographic profile,” the founder explains. “Too much communication is considered spam, and we definitely want to avoid that. It is important to treat the consumers with respect.”
don’t track information on specific websites you visit or what you fill out in a form. That is far beyond our code of conduct. Like I said, we just want to know the general demographic profile behind the device, so companies and even the public sector can communicate the right information to the right consumer segments at the right time,” says Glarvig. ABOUT GEOMATIC: - Geomatic does not hold information on individuals. All their information is collected in statistical ‘clusters’, which contain at least three families or seven adult individuals. - Geomatic plays an active part in developing national legislation as well as the new EU General Data Protection Regulation, which will take effect in the spring of 2018. - Geomatic always advocates good data ethics, also among its clients. - All data collection is regulated by the EU cookie directive, national personal data protection acts and marketing legislations. - Geomatic does not store information on the specific web pages you visit. Web pages are divided into general categories such as sports, business, entertainment or travel.
For more information, please visit: www.geomatic.dk or da.conzoom.eu/digital_en
For many people it might sound a bit frightening that digital traces are collected by companies, but Geomatic is acutely aware of privacy. During the development of the new data legislation for the European Union, the company proactively advocated for the pseudonymisation and anonymisation of personal data, thus safeguarding the privacy of the individual. “We often say that it is about knowing a lot about many people, but not knowing anything specific about the individual. It is all about relevant communication without compromising on privacy. We Issue 89 | June 2016 | 79