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

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