20180220 pharmasummit
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This document summarizes a presentation about how brands should leverage privacy to build long-term relationships with customers. It notes that consumers are increasingly concerned about privacy due to data breaches and lack of trust in brands' data practices. However, the presentation argues that privacy should be seen as a feature rather than a bug, and that brands could gain a competitive advantage by putting privacy first and establishing robust privacy practices that embrace changes required by regulations like the GDPR. These practices include appointing a privacy champion, being transparent about data use, limiting storage and ensuring integrity of customer data.
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20180220 pharmasummit
- 1. Digital Pharma Summit 2018 Privacy is not a bug, it is a feature! How brands should leverage privacy to create long lasting relationships with their customers Benoît De Nayer
- 2. Benoît DE NAYER: Co-founder and Director ACTITO Email Benoit.de.nayer@ACTITO.COM Twitter @benoitdenayer
- 3. Quoi : retour sur le client p. 3
- 4. p. 4 The old way…
- 5. Privacy mattersThe new way…
- 6. rowing Divide about Privacy Regulation 03/02/2018 A Growing divide appears between Brands and Consumers about privacy
- 7. 03/02/2018 Brands continue to act greedily with data
- 8. 03/02/2018 Major data leaks happen everyday, eroding confidence
- 9. 03/02/2018 Consumers don’t trust brand anymore
- 10. 03/02/2018 And are less willing to share their data
- 11. 03/02/2018 As they begin to understand the value of their data
- 12. 03/02/2018 ult They react by blocking ads…
- 13. 03/02/2018 ult Or « dirtying databases »
- 14. 03/02/2018 Can trust be restored?
- 15. Consumers distrust Ad blockers Privacy legislation Not being able to do what Facebook does And Start Hacking Privacy 03/02/2018 Brands should think differently about data privacy
- 16. 03/02/2018 Privacy is a feature, not a bug…
- 17. GDP R Privacy as a feature …A 100 Billion dollars feature….
- 18. p. 18 How to become a privacy-first organization?
- 19. p. 19 EMBRACE the change
- 20. p. 20 Embed a privacy culture in your organization
- 21. 03/02/2018 Appoint a privacy champion and get buy-in from the top Privacy
- 22. p. 22 Establish Robust Privacy Practices GDPR Lawfullness Purpose limitations Data Minimisation Data Acuracy Storage limitation Integrity
- 23. 03/02/2018 Lawfullness : Be transparent and fair, Do what customer expect
- 24. GDP Purpose limitation : You never own consumer data
- 25. 03/02/2018 Storage limitation : Set a time limit for data
- 26. 03/02/2018 Accuracy : Only store accurate data
- 27. p. 27 Data minimization : Focus on Smart Data
- 28. 03/02/2018 Never sell or buy personal dataIntegrity : Protect data against loss and unlawful use
- 29. p. 29 Enhance privacy practices continuously
- 30. p. 30 Communicate about your progress
- 31. p. 31 The little green book
- 32. Back to Basics DATA : From latin Dare, Dedi, Datum : To GIVE something in hands
- 33. Privacy can help differentiate your brand
- 34. GDP R Privacy as a feature
- 35. THANK YOU !
Editor's Notes
- Customer centricity is all the rage nowadays…. Brands try to become more personal
- Customer centricity requires brand to collect and treat Personal Data
- Consumers distrust brands As a response, brands want to reinforce control on consumer habits, so they collect more data, without informing consumers Brands are usually bad at managing privacy… This adds to the distrust
- Consumers distrust brands As a response, brands want to reinforce control on consumer habits, so they collect more data, without informing consumers Brands are usually bad at managing privacy… This adds to the distrust
- Maybe, brands should think different
- Maybe, brands should think different
- Educate your internal stakeholders on the benefits of a privacy-first culture Select your partners on the basis of their involvement in privacy Identify « Privacy Heroes » Be ready for some resistance.... Advertise the fact that you put Privacy First Educate your internal stakeholders on the benefits of a privacy-first culture Select your partners on the basis of their involvement in privacy Identify « Privacy Heroes » Be ready for some resistance.... Advertise the fact that you put Privacy First
- Put customers at the centre Think Privacy as being a key feature of your products and embed privacy in poduct development Make it a corporate issue
- Be transparent
- An approach of Product Design that takes privacy as a priority througout the entire process. Can be applied to marketing. Based on 7 principles: Proactive not reactive; Privacy as the default setting Privacy embedded into campaign design Full functionality End-to-end security Visibility and transparency User Centricity
- An approach of Product Design that takes privacy as a priority througout the entire process. Can be applied to marketing. Based on 7 principles: Proactive not reactive; Privacy as the default setting Privacy embedded into campaign design Full functionality End-to-end security Visibility and transparency User Centricity
- Maybe, brands should think different