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Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
Beyond the Website: Privacy on Web 2.0 Platforms
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Beyond the Website: Privacy on Web 2.0 Platforms

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  • Image credit: http://www.ikeafans.com/images/stories/articles/ikea_us_online_1999_01-25.jpg
  • Image credit: http://www.ikeafans.com/images/stories/articles/ikea_us_online_1999_01-25.jpg
  • Image credit: http://www.ikeafans.com/images/stories/articles/ikea_us_online_1999_01-25.jpg
  • Links, Cookies, LSO and sometimes offline (data aggregators)
  • Vendor ContractVendor Privacy Policy Analysis > Service Policy vs. just a site policyVendor notice
  • Vendor ContractVendor Privacy Policy Analysis > Service Policy vs. just a site policyVendor notice
  • Transcript

    • 1. Beyond the Website<br />Kevin Trilli<br />VP, Product<br />TRUSTe<br />
    • 2. Presentation Goals<br />Explore the increasing complexity of websites<br />Examine the role of 3rd parties interacting with consumer PII on behalf of a website<br />2. Discuss management of 3rd party service providers <br /> Discover how you can best mitigate risk for your organization<br />3.Develop strategic positioning within your company <br />How to make privacy an asset, not an afterthought in product, marketing, development and operations.<br />
    • 3. Part I<br />eCommerce<br />
    • 4. How it all started…<br />Web 1.0, mid 90s - early 2000’s<br />Email aside, the web was mostly “brochureware” with some e-commerce in the mix.<br />Websites were:<br /><ul><li>Static
    • 5. offered little to no consumer interactionor input
    • 6. interfaced with few, if any, third parties</li></ul>Example at right: <br />IKEA website circa 1999<br />
    • 7. BestBuy homepage: 1997<br />Brochureware<br /><ul><li>Where can I find a store?
    • 8. What kind of products do we offer?
    • 9. What’s the number for customer service? </li></ul>No e-commerce transactions<br />Limited advertising<br />
    • 10. eCommerce: Amazon homepage: 2000 <br />Robust eCommerce<br />Individual personalization begins<br />(See what’s “New for You” ) <br />Basic site basic behavior tracking <br />(popular purchases)<br />
    • 11. eCommerce: Service Layer<br />
    • 12. eCommerce: Service Layer<br />Web Hosting<br />
    • 13. eCommerce: Service Layer<br />Careers<br />Web Hosting<br />
    • 14. eCommerce: Service Layer<br />E-Commerce<br />Web Hosting<br />
    • 15. eCommerce: Service Layer<br />E-Commerce<br />Payments<br />Web Hosting<br />
    • 16. eCommerce: Service Layer<br />E-Commerce<br />Shipping<br />Web Hosting<br />
    • 17. eCommerce: Service Layer<br />E-Commerce<br />Web Hosting<br />Surveys<br />Survey Marketing<br />
    • 18. eCommerce: Service Layer<br />E-Commerce<br />Web Hosting<br />Customer Support<br />Support<br />
    • 19. eCommerce: Marketing Layer<br />
    • 20. eCommerce: Marketing Layer<br />Search<br />
    • 21. eCommerce: Marketing Layer<br />Search<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Analytics<br />
    • 22. eCommerce: Marketing Layer<br />Search<br />Lead Forms<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Analytics<br />
    • 23. eCommerce: Marketing Layer<br />Search<br />Lead Forms<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Marketing <br />Database<br />CRM<br />Analytics<br />Data Aggregators<br />
    • 24. eCommerce: Marketing Layer<br />Search<br />Lead Forms<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Marketing <br />Database<br />CRM<br />Analytics<br />Data Aggregators<br />
    • 25. eCommerce: Marketing Layer<br />Search<br />Lead Forms<br />RetargetedCampaign<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Marketing <br />Database<br />CRM<br />Analytics<br />Data Aggregators<br />
    • 26. eCommerce: Publisher<br />Issues:<br />How do really know which ad network is on your site? <br />Are they using OBA or other 3rd party tracking?<br />Ad Networks<br />Data XC’s<br />Advertisers<br />
    • 27. Facebook yesterday: 2005<br />A website. <br />(To share internally)<br />
    • 28. Facebook today: 2010<br />A platform<br />(To share externally)<br />
    • 29. Facebook as a platform<br />Instant Personalization<br />Facebook Connect<br />The “Like” Button <br />
    • 30. Facebook Applications<br />Native applications<br />
    • 31. Facebook Applications<br />Third Party Applications<br />
    • 32.
    • 33. Part II<br />Service Provider Management<br />
    • 34. Service Providers<br />Provide commercial services on behalf of another company that involves the use, collection, storage or sharing of the personal information of that company’s customers or site’s visitors<br />Web Hosting<br />Web Analytics<br />Business process providers<br />AffiliateMarketing<br />Fulfillment<br />Applicationservice & hosting providers<br />Ad Networks<br />Customerforums<br />CRM<br />ContentManagement<br />Customer ServiceSoftware<br />ContentDelivery<br />Live Chat /Click-To-Call<br />PersonalizationRich Media<br />Social mediaproviders<br />SecurityCertification<br />Service ProviderLead Generator<br />OrderManagement<br />E-CommerceShopping Cart<br />Search EngineMarketing<br />E-MailMarketing<br />E-CommercePlatform<br />Paymentsprocessors<br />Site Design<br />HR Services<br />Site Search<br />Web PerformanceMonitoring<br />
    • 35. Knowledge<br />Risk Apportionment<br />
    • 36. Who is on your site?<br />
    • 37. Identify Key Providers for Deep Analysis<br />
    • 38. Identify Key Providers for Deep Analysis<br />
    • 39. Build Service Provider Profiles<br />…and Monitor them!<br />
    • 40. Disclosure: Simple Example<br />
    • 41. Disclosure: More Advanced Example<br />
    • 42. Part III<br />Interacting with the Product and Business Units<br />
    • 43. Privacy Office and the Business Unit<br /><ul><li>Understand the business drivers and goals
    • 44. Know your product and platform
    • 45. Marketing, Product & IT Roadmaps
    • 46. Monitor evolving technologies & help vet new partners
    • 47. Find the best vendors that offer the best privacy and security on top of the best product/service
    • 48. Risk should be presented with each option</li></li></ul><li>Role of Privacy in the Business Unit<br /><ul><li>This is an era of the empowered consumer
    • 49. Privacy is Reputational and can impact Brand
    • 50. You don’t want the worse case scenario
    • 51. Error on transparent side
    • 52. “Compete on Privacy”</li></li></ul><li>Thank You<br /><ul><li>ktrilli@truste.com
    • 53. Twitter: SquawKT22</li>

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