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From Consumer to Collaborator: Reimagining the Marketplace as If People Mattered

It's time for the word "consumer" to go away. The advent of social media has created a two-way conversation between brands and customers, making the model of "we create, you consume" pejorative and out of touch. People don't want to be defined by what they purchase but crave relationships with purpose. Brands and organizations need to elevate individuals and create experiences or platforms that make them a collaborator versus consumer. Otherwise they risk insulting individuals from the modern marketplace who will take their business somewhere else.

Join John C. Havens, Founder of The H(app)athon Project, and author of Hacking H(app)iness – Why Your Personal Data Counts and How Tracking it Can Change the World (Tarcher/Penguin) as he moderates a discussion on the evolution of the word, "consumer" to discover what better terms can be utilized by brands to honor individuals in a world not driven by wealth. He'll be joined by Matt Hogan, CEO of Datacoup, a company creating the Personal Data Marketplace that lets individuals 'unlock' and profit from their data, along with Nick Stein, SVP of Marketing for Vision Critical, a customer intelligence platform that helps companies to build engaged, secure communities of customers they can use for ongoing, real-time feedback and insight.

What You Will Learn

  • Learn how the rise of privacy concerns is causing individuals to guard and manage their Personal Data in ways that will directly affect brands and marketers.
  • Learn how brands are utilizing one on one relationships with their fans to create a new, empowered customer versus a consumer of the past.
  • Learn how the term, "consumer" is evolving with the rise of the Quantified Self movement and how brands can embrace transparent tracking to build relationships with individuals based on purpose as well as profit.


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