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Is More Data Always Better The Legal Risks of Data Collection, Storage and Use in Marketing
 

Is More Data Always Better The Legal Risks of Data Collection, Storage and Use in Marketing

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Is More Data Always Better The Legal Risks of Data Collection, Storage and Use in Marketing Is More Data Always Better The Legal Risks of Data Collection, Storage and Use in Marketing Presentation Transcript

  • Is More Data Always Better? The Legal Risks of Data Collection, Storage and Use in Marketing
    Jordan Abbott
    Acxiom Compliance Counsel
  • WHO, WHAT, WHY, and HOW
    • Who is collecting the data
    • What are they collecting
    • Why are they collecting it
    • What principles (if any), govern the collection of data
    • Advocates’ attitudes
    • Court cases
    • How to minimize your risk
  • “Over-Collection” of Data
    • The Good
    - The Bad
    • The Ugly
  • Datais Gold
  • Who collects and uses data for marketing?
    Everybody.
    Start Ups
    SOHO
    Fortune 500
    Mid Tier
    Small Tier
    Entertainment
    Gaming
    Financial Services
    Retail
    Travel
    Technology
    Insurance
    Television
    Health Care
    Law Firms
    Consumer Goods
    Universities
    Telco
    Manufacturing
    Automotive
    Politicians
    Security
    Collections
    Government
    MORE!
  • Data Elements “in Play”
    Offline and online
    • Name
    • Name variations
    • Addresses
    • Address Histories
    • Associates
    • Public Records
    • DMV
    • Criminal & RSO
    • Voter
    • Real Property
    • Licenses
    • Bankruptcy, Tax Lien, Judgment
    • Deceased
    MORE
    • Purchase data
    • IP Addresses
    • Peer to Peer Transfers
    • Social Networks
    • Geo-Location
    • Click Stream
    • Browsing Behavior
    • MORE ?????
  • Data Elements “in Play”
    On and Offline – Anonymous and PII
    • Contact Data
    • Name
    • Address
    • Email address
    • Phone
    • Cell phone
    • Shopping behavior
    • Viewing Behavior (Digital TV)
    • Geo-Location (Mobile Device)
    • Place and Time
    • Browsing behavior
    • Click stream
    • Purchase behavior
    • Demographics
    • Sociographics
    • Life Stage
    • Analytics and Segmentation
    • Cookies
    • Email behavior – click & open
    • Social Network Data
    • # of Networks
    • # of Friends
    • Fan Pages
    • Blog Data
    • Preference data
    • Response data
    • MORE
  • WHY….?
    ….because businesses want to know their customer
    and customers want to be delighted, amused and protected
  • Marketing
    Acquisition
    Up-sell /Cross-sell
    Retention
    Risk
    Verification
    Authentication
    Fraud Prevention
    Identity
    Solving Business issues – Creating Consumer Value
  • Customers’ Lives Are Constantly Changing
    Every hour of every day
    5,769 people changed jobs
    2,748 people moved
    509 people were married
    244 people got divorced
    186 people declared bankruptcy
  • Channels Are Multiplying Rapidly
    New Types of Data
    Exploding Volume
    Increasing Velocity
  • DMA’s Guidelines for ethical Business practices
    Article #32 – Personal Data
    “Marketers should be sensitive to the issue of consumer privacy and should only collect, combine, rent, sell, exchange, or use marketing data. Marketing data should only be used for marketing purposes.”
  • Collection Limitation Principle
    “There should be limits to the collection of personal data and any such data should be obtained by lawful and fair means and, where appropriate, with the knowledge or consent of the data subject”
  • Identifying Purposes
    Identify the purpose for which the personal information is collected at, or before, the time of collection
    • Allows the organization to determine the information it needs to collect to fulfill those purposes
    When collecting information, there is a tendency to collect more than what is needed “just in case” you need it at a later date
    Unless you have clearly indicated how that information will be used, you should not collect it
    Scrutinize the need for each piece of information you collect.
    If you don’t need it, don’t collect it.
  • Over-Arching Concern… Consumer Attitudes
    • Privacy is an emotionally charged issue
    • Being watched, monitored, taken advantage of
    • Consumers feel like they are losing control
    • Consumers don’t understand our information based economy
    • Information technology is part of our economic infrastructure
    • Benefits are not fully understood by consumers or law makers
    • Technology used often “unappreciated” by consumers
  • Policymakers’ Attitudes
    “When personal data collected by one organization for a stated purpose is used and traded by another organization for a completely unrelated purpose, individual rights could be seriously threatened.”
    102 Cong.Rec. 36893-4 (1974), quoted in Ash v. United States, 608 F.2d 178, 180(5th Cir. 1980).
  • The News!
    “…vast data gathering…used to discriminate in the services that companies offer customers or government agencies offer citizens.”
    “Eleven of the nation's largest website operators defended their privacy practices to lawmakers, saying it is impossible for them to monitor all the tracking technologies their sites install on visitors' computers.”
    “…growing concern on Capitol Hill about the expanding business of tracking consumer behavior online.”
    “’the wall has been breached’ between what users share under their real identity online and what information they provide under the cover of anonymity.”
    “…the analytical skill of data handlers…is transforming the Internet into a place where people are becoming anonymous in name only.”
    “Mr. Markey said he wasn't satisfied that "consumers are able to effectively shield their personal Internet habits and private information from the prying eyes of online data gatherers.”
  • More News!
    “As WiFi Data Collection Revealed, New Investigation Begins”
    “…consumers who surf the Internet unintentionally surrender all kinds of personal information to marketing firms that use invisible tracking technology to monitor online activity”
    “…Stalkers Exploit Cell phone GPS “
    "Consumers still get the short end of the stick when industry shows that it is incapable, or unwilling, to better articulate what information they are collecting from consumers and why we should trust industry to protect consumers' personal information.”
    "It is technically impossible for Yahoo! to be aware of all software or files that may be installed on a user's computer when they visit our site," Anne Toth, Yahoo's vice president of global policy and head of privacy, wrote to U.S. Reps. Edward Markey (D-Mass.) and Joe Barton (R-Texas).”
  • Google Street view
    - Premise is awesome and beneficial
    - Collected personal information from unsecure WiFi networks
    - “Probably the single greatest breach in the history of privacy”
    - Numerous court cases and enforcement actions around the world
  • iPhone location tracking
    - Hidden file that stores latitude, longitude, and timestamps
    - Post-hoc explanation did not do much to quell controversy
    - Lawsuits, Congressional inquiries
  • comScore ALLEGATIONs
    • August 2011
    • Online tracking
    • Class action lawsuit
    • Alleged to have secretly collected SSNs, credit card #s, and passwords
  • To do’s
    • Have an effective Data Governance Plan
    - Assess needs and purposes
    - The more you collect, the greater your fiduciary duty
    - Don’t keep what you don’t need
    -Regularly monitor compliance
    -Have an effective Security Incident Response Plan
    -Question of “when,” not “if”
    - Assess your technical, physical and administrative vulnerabilities
    - Address them
    -Understand what your obligations are in the event of a breach
    - Have it in writing and keep it up to date
  • Pending Legislation
    HR 611 §303
    S. 799 §301
  • Contact Info
    Jordan Abbott
    (501) 342-0356
    jordan.abbott@acxiom.com