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
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  • 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

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

  • Beyond the Website
    Kevin Trilli
    VP, Product
    TRUSTe
  • 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.
  • Part I
    eCommerce
  • 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
    • offered little to no consumer interactionor input
    • interfaced with few, if any, third parties
    Example at right:
    IKEA website circa 1999
  • BestBuy homepage: 1997
    Brochureware
    • Where can I find a store?
    • What kind of products do we offer?
    • What’s the number for customer service?
    No e-commerce transactions
    Limited advertising
  • eCommerce: Amazon homepage: 2000
    Robust eCommerce
    Individual personalization begins
    (See what’s “New for You” )
    Basic site basic behavior tracking
    (popular purchases)
  • eCommerce: Service Layer
  • eCommerce: Service Layer
    Web Hosting
  • eCommerce: Service Layer
    Careers
    Web Hosting
  • eCommerce: Service Layer
    E-Commerce
    Web Hosting
  • eCommerce: Service Layer
    E-Commerce
    Payments
    Web Hosting
  • eCommerce: Service Layer
    E-Commerce
    Shipping
    Web Hosting
  • eCommerce: Service Layer
    E-Commerce
    Web Hosting
    Surveys
    Survey Marketing
  • eCommerce: Service Layer
    E-Commerce
    Web Hosting
    Customer Support
    Support
  • eCommerce: Marketing Layer
  • eCommerce: Marketing Layer
    Search
  • eCommerce: Marketing Layer
    Search
    Publisher
    Ad Networks
    Emails
    Email SPS
    Analytics
  • eCommerce: Marketing Layer
    Search
    Lead Forms
    Publisher
    Ad Networks
    Emails
    Email SPS
    Analytics
  • eCommerce: Marketing Layer
    Search
    Lead Forms
    Publisher
    Ad Networks
    Emails
    Email SPS
    Marketing
    Database
    CRM
    Analytics
    Data Aggregators
  • eCommerce: Marketing Layer
    Search
    Lead Forms
    Publisher
    Ad Networks
    Emails
    Email SPS
    Marketing
    Database
    CRM
    Analytics
    Data Aggregators
  • eCommerce: Marketing Layer
    Search
    Lead Forms
    RetargetedCampaign
    Publisher
    Ad Networks
    Emails
    Email SPS
    Marketing
    Database
    CRM
    Analytics
    Data Aggregators
  • 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
  • Facebook yesterday: 2005
    A website.
    (To share internally)
  • Facebook today: 2010
    A platform
    (To share externally)
  • Facebook as a platform
    Instant Personalization
    Facebook Connect
    The “Like” Button
  • Facebook Applications
    Native applications
  • Facebook Applications
    Third Party Applications
  • Part II
    Service Provider Management
  • 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
  • Knowledge
    Risk Apportionment
  • Who is on your site?
  • Identify Key Providers for Deep Analysis
  • Identify Key Providers for Deep Analysis
  • Build Service Provider Profiles
    …and Monitor them!
  • Disclosure: Simple Example
  • Disclosure: More Advanced Example
  • Part III
    Interacting with the Product and Business Units
  • Privacy Office and the Business Unit
    • Understand the business drivers and goals
    • Know your product and platform
    • Marketing, Product & IT Roadmaps
    • Monitor evolving technologies & help vet new partners
    • Find the best vendors that offer the best privacy and security on top of the best product/service
    • Risk should be presented with each option
  • Role of Privacy in the Business Unit
    • This is an era of the empowered consumer
    • Privacy is Reputational and can impact Brand
    • You don’t want the worse case scenario
    • Error on transparent side
    • “Compete on Privacy”
  • Thank You
    • ktrilli@truste.com
    • Twitter: SquawKT22