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Privacy and Big Data Overload!
The document discusses the challenges and responsibilities marketers face in the context of big data and privacy, emphasizing the importance of compliance with privacy laws like Canada's Anti-Spam Legislation (CASL). It advocates for a proactive approach to privacy through the principles of 'Privacy by Design' and highlights the need for consumer control over personal data. Ultimately, the document positions privacy as a key business issue that can offer a competitive advantage for organizations committed to responsible data practices.
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Privacy and Big Data Overload!
- 1. 1 Privacy &Big Data Overload! Dennis Dayman Chief Privacy and Security Officer, Return Path Len Shneyder Director of Industry Relations, Message Systems November 4, 2014
- 2. 2 A linkto the webinar replay will be provided via email following the presentation 2 Participate in Today’s Discussion… Tweet #dataprivacy Follow us on Twitter @messagesystems @LenShneyder @ddayman @returnpath Follow us on Linkedin Message Systems Return Path
- 3. How Much Datais too Much Data? Dennis Dayman, CIPP-US, CIPP-IT Chief Privacy and Security Officer Tuesday, November 4
- 4. Agenda • Whatare the issues today? • What responsibilities marketers have in today’s expanding ‘big data universe’ • How to apply your data within the confines of compliance law • Tips for integrating data across channels and platforms • The principles of ‘Privacy by Design’
- 5. They say youcan never have too much of a good thing. In my view data is a good thing – but can you have too much of it?
- 6. IBM found thatmore than 70% of CMOs are put off from doing anything with their data due to data overload
- 7. Is there suchthing as too much data?
- 8. 2.5 quintillion bytesof data
- 9. How deep downthe rabbit hole do we go?
- 10. How deep downthe rabbit hole do we go?
- 11. Privacy in Advertisingand Marketing • According to a report from Advertising Standards Canada: – 89% agreed with the statement, “people share far too much personal information online these days;;” – 72% responded that they were worried about the erosion of personal privacy; – 73% said they were aware that businesses were tracking people's activities on the Web in order to understand their interests. • Give consumers choice, control on personal data, advertisers http://www.theglobeandmail.com/report-on-business/give-consumers- choice-control-on-personal-data-advertisers-urged/ article5461959/
- 12. Email marketers hold the keys to marketing’s future...
- 13. The wrong waysto find customers ● Rent lists ● Trades ● Auto-enrollment ● Negative option/pre-checked boxes ● Data appends These tactics are all still in use today, and not one of them a consumer-friendly way to begin a relationship
- 14. Adap%ng to one big issue define marke%ng’s winners and losers:
- 15.
- 16. Consumers are controllingthe conversation
- 17. Consumers drive thelegislative agenda
- 18. The CASL Panic of 2014
- 19. What is CASL? • Canada’s Anti-Spam Legislation – Establishes rules for sending commercial electronic messages (CEMs) – Passed in 2010 – Takes Effect July 1, 2014
- 20.
- 21. Differences in Privacy 21 • Not a fundamental human right • Patchwork of industry, local, state and federal laws. • Typically an opt-out scheme with a dash of opt-in and notice. • Privacy is a process of need by sector • Fundamental human right • Privacy law, not an email law • Opt-in in model • E.U. Data Protection Directive • Member nations are compelled to enact data protection laws and create supervisory bodies.
- 22. Regulatory Landscape ©2011. All rights reserved. Online Trust Alliance (OTA) Slide 22
- 23. Regulatory Landscape ©2011. All rights reserved. Online Trust Alliance (OTA) Slide 23
- 24. Consumers drive technological gatekeeping
- 25. 1 Conversations in7 terminated...and not by ISPs Source: Return Path, 2014 86% 9% 5% Inbox Placement Benchmark Report Inbox Missing Spam
- 26. Start small andthink about the customer point and needs
- 27. Look for nuggetsof gold in your data and delete the rest.
- 28. Content and datacan still be king, but its relevancy and targeting that matters
- 29. What is Privacy? • Freedom of choice • Personal control • Informational self-determination
- 30. These can bepart of a customers personae. 1. Names 2. Postal Addresses 3. Telephone numbers 4. Social Security Numbers 5. Account Numbers 6. Driver Licenses Numbers 7. Financial Account Numbers – Credit Cards, Checking 8. Logins and Passwords 9. Habits of any sort or Personal preferences 10. Email addresses
- 31. Where do youget this information typically? 1. Webinars. Attendee information 2. Fishbowls. Business cards 3. Website forms Email capture 4. Tracking mechanism. Website cookies 5. Social media. LIKES! 6. Mobile device tracking. Geo-location 7. Buying of data. Email list buying 8. Email campaigns tracking. Open and clicks 9. Online surveys 10. Preference centre’s 11. Customer accounting 12. ETC
- 32.
- 33. Class Action Lawsuits Brand Damage Data Breaches Loss of Market Share
- 34. Privacy by Design(PbD)
- 35. What is PbD? • Privacy by Design was developed by Ontario’s Information and Privacy Commissioner, Dr. Ann Cavoukian, in the 1990s, as a response to the growing threats to online privacy that were beginning to emerge at that time. • It represents a significant shift from traditional approaches to protecting privacy, which focus on setting out minimum standards for information management practices, and providing remedies for privacy breaches, after-the-fact • Past privacy approaches are like locking the stable door after the horse has bolted. • PbD requires that organizations think about privacy proactively, from the initial development phases of systems and processes
- 36. Companies and peopleare paying attention 1. Since 1995 1. Profound shift in privacy management in the world 2. Many companies are creating Chief Privacy Officer (CPO) positions 3. Privacy has evolved over the last several years to be defined in large part by respect for what consumers expect regarding the treatment of their personal sphere
- 37. Breaking with Tradition:The Zero-Sum Paradigm 1. Win-Lose 2. False Dichotomies 3. Unnecessary Trade-Offs
- 38. A New Perspectiveon Privacy: The Positive-Sum Paradigm 1. Win-Win
- 39. What does thatlook like for you? Email – Opt-In forms – Sending a welcome email – Allowing for preference centre • Opt-out • Change of information • Deletion of information or account – Collecting only necessary data – Not selling that data – Removing data when no longer in use – Secure databases and systems
- 40. Privacy by Design:Overview
- 41. Principle One Embedprivacy right from the onset
- 42. Principle Two Privacyas the Default Setting
- 43. Principle Three PrivacyEmbedded into Design
- 44. Principle Four Positive-Sum NOT Zero-Sum
- 45. Principle Five •End-to-End Security • Full Lifecycle Protection
- 46. Principle Six •Visibility • Transparency
- 47. Principle Seven •Respect for users privacy
- 48. In review •Proactive not Reactive: Preventative, not Remedial; • Privacy as the Default setting; • Privacy Embedded into Design; • Full Functionality: Positive-Sum, not Zero- Sum; • End-to-End Security: Full Lifecycle Protection; • Visibility and Transparency: Keep it Open; • Respect for User Privacy: • Keep it User-Centric. http://www.ipc.on.ca/images/Resources/7foundationalprinciples.pdf
- 49. Permission based Marketing • Essential premise: persuade consumers to volunteer their attention; • Predicated on Consent: make consumers active recipients of marketing information; • Puts control in the hands of consumers; • Just because you somehow get my email address doesn’t mean you have permission.” — Seth Godin, Permission-Based Marketing, 2001
- 50. Payoff • The‘payoff’ to privacy- respecting organizations – Enduring competitive advantage. In a world of increasingly savvy and inter- connected customers – There is a strong competitive advantage for businesses to invest in good data privacy and security practices
- 51. The Bottom Line • Privacy should be viewed as a business issue, not a compliance issue • Think strategically and transform privacy into a competitive business advantage • A significant portion of the population is becoming concerned about identity theft, and it is influencing their purchasing decisions – Loyal repeat customers – Consumer confidence and trust
- 52. Class Action Lawsuits Brand Damage Data Breaches Loss of Market Share
- 53. The keys to marketing’s future...
- 54. Make sure youare monitoring and maintaining... Hygiene List Complaints Permanence IP Engagement Quality Message Infrastructure
- 55. Thank You! DennisDayman Twitter: ddayman returnpath.com
- 56. 56 With GreatData Come Great Needs CONFIDENTIAL
- 57.
- 58. 58 The Lawis Only The Beginning “We are very conservative about compliance with all privacy laws. But even if you’re following the law, you can do things where people get queasy.” -NY Times ‘How companies learn your secrets’
- 59. 59 Delicate BalancingAct Consumer Business Market Differentiation Brand Awareness ROI Privacy Va l u e
- 60. 60 Privacy isa constant ongoing process
- 61. 61 Privacy startswith opt-in and exists at every level Opt In • Although the law (in the US) doesn’t require double opt in, it is something to consider over the long haul Preferences • Use Customer Preferences to send based on preferred contact methods and channels Segmentation • Put customer prefs and behaviors into action by sending the right message to the right person Delivery • Respect ISP AUPs and TOS, applied Adaptive Email Network that incorporates over 2k rules Analysis • Look at ALL the metrics and keep track of who has access to sensitive data
- 62.
- 63. 63 Privacy byInstrumentation
- 64. 64 TLS Encryptionto Protect Customer Data
- 65. 65 Marketing atthe speed of light
- 66. 66 Thank youvery much! Len Shneyder Director of Industry Relations Message Systems @LenShneyder
- 67. Thank you! Followus on Twitter: • @messagesystems Follow us on Linkedin: • Message Systems Visit Us • www.messagesystems.com Contact Us • [email protected]