Earlier this summer, a company called Freckle IoT introduced Killi as a “personal data locker” designed to help consumers start a data revolution. As the first company to set up blockchain-powered app for the transfer of consumer data, Killi is giving consumers the unprecedented ability to not only control their personal data, but be compensated for it.
What Is Killi?
Killi is an app (for iOS and Android) that directly connects consumers with brands that want their data. With objectives that include eliminating the ambiguity that surrounds consumer data, Killi is creating a first-party user base in which consent is built into the data acquisition process. Because Killi data comes directly from consumers, the data is GDPR compliant and can be used in Facebook.
How Does Killi Work?
When Killi users download the Killi app, they proceed through a setup process that includes enabling persistent location and education on consumer data collection. Most data collection on Killi happens in the background of a smartphone and is passive for the user, however consumers may be prompted to confirm data or opt to take surveys.
Killi helps consumers enter into smart contracts directly with brands looking to purchase their data. The contracts and subsequent transactions are stored on blockchain with an audit trail providing transparency. As a result, users can see which brands have purchased their data and the fees paid.
Collected data is verified by Killi via a combination of standard Google and iOS app store processes, location verification, mobile ID, mobile number, email address and Facebook account information. Data purchased by advertisers can be exported to demand side platforms (DSPs) and data management platforms (DMPs) for use.
Killi is free for users, but brands pay each time they purchase data.
Can Killi Users Choose Who Purchases Their Data?
No. Despite the Killi promise to give full control of data to consumers, Killi users are not currently able to select which brands purchase their information.
How Are Killi Users Paid?
Killi users are paid every time their data is sold or they complete a survey. Pricing is currently based on market rates, but it may be more dynamic in the future.
Killi users receive in-app notifications every time their data is purchased, and money is immediately deposited into their accounts. Consumers can make account withdrawals via Amazon and PayPal. There is a $5 threshold for Amazon payments, with funds disbursed as Amazon gift cards. PayPal disbursements have a $10 threshold.
Killi takes a 15% fee on each transaction. This covers their costs for staffing, contract development and transaction management.
Where Is Killi Data Stored?
Killi data stays with each consumer on each individual device. Killi does not keep a copy of data and does not store data in a central system.
Can Killi Users Delete Their Data?
Killi users can delete their data at any time. If the account is being maintained, all data except the advertising ID and location information can be added, edited or removed. If the account is being deleted, the entire profile will be removed. Purchased data will still exist with the brands that purchased it once the app is deleted.
How Many Users Does Killi Have?
As of early August, Killi had 70,000 users. To be adopted at scale, Killi will need to represent a much larger percentage of their market areas (currently the U.S. and Canada, with plans to expand into the EU later this year). A $5 million campaign with the objective of driving app installs is currently running.
Who Can Purchase Data from Killi?
Only brands and agencies can purchase Killi data. Data aggregators are not allowed to purchase Killi data. Current Killi clients include McDonalds, GM, Danone and Staples.
Who Created Killi?
Killi was created by Neil Sweeney, the founder of Freckle IoT. Sweeney is a serial entrepreneur that previously helped evolve the mobile technology and programmatic advertising industries. Sweeney believes consumers do not understand the data ecosystem. He created Killi to help consumers regain control of their data.
Why Is Killi Needed?
The Killi website states, “Your personal data is accessed and sold thousands of times per day — making billions of dollars for giant corporations and zero for you. This means YOU are their product. It’s time to take back control of your identity and redistribute its value back to its rightful owner — YOU.” The company estimates your data generates $40 per month per social network.
Sweeney believes people want privacy, yet they don’t fully understand how their data is being used or how much it’s worth. For that reason, consumers don’t demand high enough levels of data security. Killi provides data security and a way for consumers to individually monetize their own data.
What Can We Expect from Killi in the Future?
Killi is expanding their data collection and compensation methods. Expected future enhancements include biometric pins inside the Killi app, barcode scanning for driver’s licenses and purchase receipts and charitable redemption options.
What is Freckle IoT?
Freckle IoT, the company that owns Killi, is an online-to-offline attribution provider that works with major brands and advertisers. The Killi user network is becoming the “data backbone” of the Freckle Attribution Engine.
Are There Other Data-Sharing Solutions Like Killi?
Although Killi is the first blockchain-based, consumer-driven data sharing app, many industry experts, including Marketing Land contributor Greg Sterling, anticipate others will follow Killi’s lead. Examples include:
- Dabbl: A mobile app that lets marketers reward consumers with gift cards for sharing their opinions.
- Kik: For watching video commercials or answering surveys, Kik users can collect the cryptocurrency called Kin.
- Occi: Uses geolocation technology to analyze in-store consumer behavior. Occi is currently working on a blockchain-based expansion that will become a loyalty solution for retailers.
- Watch Back: An app being created by NBCUniversal that will reward viewers with gift certificates for watching their programming.
Whether coming from Killi or another source, first-party data is regularly proven to be more accurate than third-party data. As a result, advertisers deploying first-party data are likely to drive better results than advertisers reliant on third-party data solutions.
Looking for another way to secure consumer-provided data? Take a look at Shiru Café, a coffee shop that only accepts first-party data as payment. Read “Shiru Café: Where Data Buys Your Coffee” to learn more.
Do you want to maximize your marketing results with first-party data? Click here to contact the experts at Digital Media Solutions, and learn how we can target audiences based on triggers including purchase intent.