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Why Privacy Is Not Dead For Your Customers

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"Privacy is dead" is repeated so often you might actually think it's true. Companies that embrace contextual privacy can differentiate based on treating their customers with more respect and enabling …

"Privacy is dead" is repeated so often you might actually think it's true. Companies that embrace contextual privacy can differentiate based on treating their customers with more respect and enabling customers to make informed choices about the data the company collects.

During this presentation, you'll uncover an approach to balance your customer data collection and your delivery of highly contextualized services.

You'll learn:

* How to build a contextual privacy practice — internally and externally — to build trust and drive more customer loyalty.
* Why privacy can — and will — be a market differentiator in the future.
* Why contextual privacy is critical in the age of the customer and how to start implementing it today.

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  • 1. Why Privacy Is Not Dead For Your Customers Fatemeh Khatibloo, Senior Analyst March 6, 2014
  • 2. © 2014 Forrester Research, Inc. Reproduction Prohibited 2 Agenda › Privacy’s Not Dead, No Matter What You’ve Heard › The New Privacy Is All About Context › Getting Started With Contextual Privacy #ForrBigData
  • 3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 Agenda › Privacy’s Not Dead, No Matter What You’ve Heard ›The New Privacy Is All About Context ›Getting Started With Contextual Privacy #ForrBigData
  • 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 Companies routinely collect more data than they need #ForrBigData
  • 5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5 Voluntary “data stewardship” is unreliable #ForrBigData
  • 6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6 And they look for ways to protect themselves #ForrBigData
  • 7. Source: September 20, 2012, “Understand The State Of Data Security And Privacy: 2012 To 2013” Forrester report Companies’ privacy approach today is wrong © 2014 Forrester Research, Inc. Reproduction Prohibited 7 #ForrBigData
  • 8. What if we changed the paradigm? Source: September 20, 2012, “Understand The State Of Data Security And Privacy: 2012 To 2013” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 8 #ForrBigData
  • 9. There are two reasons to change how we do privacy. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 #ForrBigData
  • 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 › Regulation is coming, and it’s largely about transparency, which most firms aren’t set up to do. › It causes public relations headaches — globally, nationally, and locally. › Developers are breaking the advertising ecosystem. The first is fear: Poor privacy carries risk #ForrBigData
  • 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 The other is opportunity: Privacy is a differentiator #ForrBigData The Body Shop created a new market category in sustainable personal health products. Milk industry builds trust by eliminating the use of bovine growth hormone.
  • 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 Agenda ›Privacy’s Not Dead, No Matter What You’ve Heard › The New Privacy Is All About Context ›Getting Started With Contextual Privacy #ForrBigData
  • 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 › Privacy (and its product, trust) is context-dependent: • People trust banks to “hold” their life savings but may not trust banks to keep their financial identities secure. • People trust Amazon.com with home address and credit card details and to provide targeted recommendations, but they may not trust it with sensitive health data. › Privacy must balance consumer desire and organizational need. The “new” privacy is all about context #ForrBigData
  • 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 › Privacy must be redefined to accommodate smartphones, biometric sensors, geolocation, big data, and “persistent recognition.” › Context enables control, choice, and respect by putting guardrails around: • Data access and collection. • Data use. • Data sharing. The “new” privacy is all about context (cont.) #ForrBigData
  • 15. •On the day of travel •90 minutes before my flight Temporal: When can I collect and use data about you? •I’m in the airport. •I’m NOT in the airport. Spatial: Where can I collect and use data about you? •For marketing (offers) purposes about this airline •For marketing (offers) purposes about a partner of this airline •For informational purposes about my flight, the terminal, and the airport Functional: How can I collect and use data about you? •I’m a frequent flyer traveling for work. •I’m on vacation traveling with my family. •I’m not the traveler, but I bought travel for someone else. Identity: What persona are you when I interact with you? •Let my car service know I’ve landed. •Tell my personal assistant my flight is delayed, and let him make itinerary changes. Social: With whom can I share information about you? Contextual privacy addresses five questions © 2014 Forrester Research, Inc. Reproduction Prohibited 15 #ForrBigData
  • 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 › Consumers get value in exchange for their data — value they can control. • The value exchange will lead to greater trust, more loyalty, and more willingness to recommend businesses to others. › Businesses assume less risk and recognize new business opportunities. • Better privacy practices reduce data storage risk. • Businesses can be on the leading edge of privacy-friendly markets. • The services they offer will be the right ones to the right customers. The calculus for contextual privacy is simple #ForrBigData
  • 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Agenda ›Privacy’s Not Dead, No Matter What You’ve Heard ›The New Privacy Is All About Context › Getting Started With Contextual Privacy #ForrBigData
  • 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 › Practice a doctrine of “no surprises.” • Based on what you’ve written in your privacy policy, would your customers be surprised at how you use certain data? • Do you explain what happens when customers opt out? › Provide a choice for participating. • Do you provide real options, or is it “my way or the highway”? • Do you respect DNT headers? Do you make it easy to opt out/down? › Treat more data as “personally identifiable.” • Do you define PII? Is your definition too narrow for 2014? • Do you address “new” types of data like social, device ID, etc.? Adopt the rules of contextual privacy #ForrBigData
  • 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 › Unify treatment of customers’ profile data and settings. • Do their privacy and communications preferences across different touchpoints and web property silos match or clash? • Can you implement single sign-on (SSO) to consolidate profiles? › Consider which pieces of login data expose them and you. › If you use SSO, consider letting users “uncheck” options. • Do you really need the blanket right to all data or to post on timelines? Leverage identity management #ForrBigData
  • 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 Begin implementing a four-step road map › Build a cross-functional privacy task force. › Create an internal data privacy standard. › Undertake an enterprisewide data audit. › Draft a simpler two-tier privacy policy. #ForrBigData
  • 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Next Steps › Follow Fatemeh Khatibloo's blog › Read a complimentary Executive Overview to see how our playbook framework helps you work step by step through your tough initiatives. Start by viewing all of our playbooks.

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