8. Protecting User Privacy Don’t be stupid Invite scrutiny Bake privacy protection in from the beginning Not just about legality; don’t be creepy Sliding scale of data usage & privacy protection Mass messaging – aggregated anonymous data No relatable data Segmented messaging – statically modeled anonymous data No relatable data Profiling – anonymous data linked to profile-driven messages Passive notice/opt-out Personal – personal data linked to personal messages Active notice/opt-in