DMA Data Protection 2014

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DMA Data Protection 2014

  1. 1. Data protection 2013 Data Protection 2014 Friday 7 March 2014, Cavendish Conference Centre Friday 8 February #dmadp #dmadata Supported by Gold sponsor
  2. 2. Agenda 8.30am Registration and breakfast 9.15am Welcome from the Chair Fedelma Good, director, information policy & strategy, Barclays 9.25am Looking ahead, staying ahead – challenges, achievements and a vision for the ICO David Smith, deputy information commissioner & director of data protection, ICO 10.00am Questions 10.15am How to make data protection a priority in your company – sleepwalking into data disaster Rosemary Smith, founder, Opt-4 Jenny Moseley, founder, Opt-4 10.45am Questions 10.55am Refreshments and networking Gold sponsor
  3. 3. Welcome from Chair Fedelma Good, director, information policy & strategy, Barclays #dmadp
  4. 4. Source: www.google.com
  5. 5. Looking ahead, staying ahead – Challenges, achievements and a vision for the ICO David Smith, deputy information commissioner & director of data protection, ICO #dmadp
  6. 6. Looking Ahead, Staying Ahead – Challenges, Achievements and a Vision for the ICO David Smith Deputy Information Commissioner
  7. 7. Looking Ahead, Staying Ahead • Three main challenges • Better for less • Fit for the future • Mission, vision and goal • Aims – What we expect to do • Aims – How we expect to do it
  8. 8. What’s New? • Learning more from casework/tackling systemic problems • Leveraging information rights messages • Co-ordinating enforcement • Developing trust marks and privacy seals • Meeting requirements of Regulators’ Code
  9. 9. Proposed EU Regulation • European Commission proposals • European Parliament – LIBE Committee • Council of Ministers – DAPIX Working Group • Trilogue and co-decision • Adoption and implementation • ICO contribution
  10. 10. Enforcement • Civil monetary penalties • Research on impact • Application to PECR cases • Possible changes to PECR • Criminal prosecutions • Section 55 offences – custodial sentences?
  11. 11. Marketing and Data Protection • Increased enforcement • Direct Marketing guidance • Clarity and consent • Buying and selling lists • Reviews of guide to PECR and Privacy Notices Code • Continuing to work with DMA and others
  12. 12. Some Challenges • NHS and Care.data • Being alert to technological developments • Growth of big data analytics • Progressing EU data protection reform • Delivering international co-operation • Changing political climate in UK and Europe • Continuing to be an effective information rights regulator
  13. 13. Keep in touch Subscribe to our e-newsletter at www.ico.org.uk or find us on… /iconews @iconews
  14. 14. Questions #dmadp
  15. 15. How to make data protection a priority in your company – sleepwalking into data disaster Rosemary Smith, founder, Opt-4 Jenny Moseley, founder, Opt-4 #dmadp
  16. 16. Source: www.google.com
  17. 17. Source: www.google.com
  18. 18. How to make data protection a priority in your company Jenny Moseley, Opt-4 Rosemary Smith, Opt-4
  19. 19. Is your Board sleepwalking into data disaster?
  20. 20. When did your senior Board last discuss data protection?
  21. 21. What would it take to get it onto their agenda? • Embarrassing breach? • Regulatory Action? • Customer action? • Financial loss?
  22. 22. No one would hear about it if we had a breach
  23. 23. But we’ve never had a breach
  24. 24. But we’ve never had a breach Verizon 2013 Data Breach Investigations Report
  25. 25. The ICO is a toothless tiger (at least for the private sector)
  26. 26. The rest of Europe doesn’t take it seriously Over 300 formal actions by the Spanish Regulator in 2013 EUR 19.5m in fines levied in 2011
  27. 27. Our customers don’t care about how we use their data
  28. 28. What’s wrong with opt-in anyway?
  29. 29. Our customers love hearing from us
  30. 30. We’re still getting list rental revenue
  31. 31. We’re still getting list rental revenue
  32. 32. We can’t justify investment in protecting data Per capita cost £79 45% of cost is lost business 3.1% abnormal churn post breach 2013 Cost of Data Breach Study
  33. 33. It’s not as if data is a tangible asset
  34. 34. You can’t put a value on customer data Types of information most likely to be assigned a value
  35. 35. But we could still sell the database if we wanted too “our privacy policy is simple: we never share your information with anybody.”
  36. 36. Did you know the ICO has raised fines of nearly £5.5m?
  37. 37. I’ve seen some research that says our permission rate is going to drop by 20% if we have to go opt-in
  38. 38. We could be leaking data like a sieve and nobody would even know
  39. 39. If we could make £5 from every optedout customer we could put millions on our turnover
  40. 40. If what I heard at the DMA conference is right we could be in big trouble over data protection
  41. 41. www.opt-4.co.uk Rosemary.smith@opt-4.co.uk Jenny.moseley@opt-4.co.uk The original content of this presentation is the intellectual property of Opt-4 and may not be reproduced without permission (c)
  42. 42. Questions #dmadp
  43. 43. Refreshments and networking #dmadp
  44. 44. Agenda 11.20am The implications of the new EU Data Protection Regulation Nick Banbury, data strategy partner, Tangible 11.50am 6 stories to shock, inspire and terrify – A journey into the world of big data and how people are using it Matthew Bayfield, head of data practice, OgilvyOne 12.35pm Questions 12.55pm Closing comments from Chair Fedelma Good, director, information policy & strategy, Barclays 1.00pm Lunch and networking Gold sponsor
  45. 45. The implications of the new EU Data Protection Regulation Nick Banbury, data strategy partner, Tangible #dmadp
  46. 46. The proposed EU Data Protection regulations …and why we love them 7th March 2014
  47. 47. IT’S GETTING HARDER TO GET THROUGH TO THE PEOPLE WE COMMUNICATE WITH Copyright 2014 Tangible. All rights reserved.
  48. 48. AVERAGE ATTENTION SPAN OF A CONSUMER 2000 2013 12 seconds 8 seconds [Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press Jan 2014] Copyright 2014 Tangible. All rights reserved.
  49. 49. ADVERTISING BOMBARDMENT IS INCREASING 66% …of us say we receive too many ads and promotions online. [Research by UpStream/YouGov, February 2012] Copyright 2014 Tangible. All rights reserved.
  50. 50. DATA BREACHES ARE ON THE UP Source: http://www.databreaches.net/ 4,247 2,608 1,576 2005-2008 2008-2011 2011 onwards Copyright 2014 Tangible. All rights reserved.
  51. 51. Copyright 2014 Tangible. All rights reserved.
  52. 52. CONSUMERS ARE TAKING CONTROL We’ve all become more selective with our attention and who we share data with. Copyright 2014 Tangible. All rights reserved.
  53. 53. CONSUMER INSIGHTS FROMFAST.MAP • Online market research and insights to their own dedicated consumer panel • Insight Partner to the DMA • Experts in Data Protection research • Work across all marketing communication sectors • Interviewed 1,175 consumers around their attitudes to sharing their data • Infographics available at the end Copyright 2014 Tangible. All rights reserved.
  54. 54. PEOPLE ARE CONCERNED How concerned are you about the security of your data given recent news? 83% …are concerned or very concerned about the security of their data Source: fast.MAP online survey, February 2014 www.fastmap.com Copyright 2014 Tangible. All rights reserved.
  55. 55. WHO PEOPLE SHARE WITH Banks 73% Utilities 46% Online retailers 35% Supermarkets 34% Telecoms companies 23% Clothing retailers 20% Charities 14% Quangos 12% Car manufacturers They to see value. 9% Software/Gaming 8% Publishers 8% Other People are picky about who they give their data to. They need clarity as to why they are being asked to share. 4% Source: fast.MAP online survey, February 2014 www.fastmap.com Copyright 2014 Tangible. All rights reserved.
  56. 56. WHAT THEY SHARE Email address 84% Name 81% Age 78% Marital Status 73% Address 58% TV viewing habits 56% Shopping preferences 52% Type of car 51% Number of children 50% Phone number 38% Income 30% Banking details Other 7% People are more comfortable providing email address than home address or phone number. 0% Source: fast.MAP online survey, February 2014 www.fastmap.com Copyright 2014 Tangible. All rights reserved.
  57. 57. WHY THEY AGREE TO SHARE Safely and securely managed 52% Required for managing my account 41% In return for something of value 40% When opening a new account 31% Easy to revoke access 29% When given for a specific reason 28% Never Other 22% 1% Source: fast.MAP online survey, February 2014 www.fastmap.com Copyright 2014 Tangible. All rights reserved.
  58. 58. PICK UP YOUR INFOGRAPHIC People selective about What they share When they share it Who they share it with Copyright 2014 Tangible. All rights reserved.
  59. 59. THERE ARE MORE AND MORE BARRIERS Ad bombardment + Eroding trust + Privacy concerns = People selective about What they share When they share it Who they share it with Copyright 2014 Tangible. All rights reserved.
  60. 60. AND TO TOP IT OFF… New EU data protection regulations will make it even harder to gain permission to talk to your customers. Copyright 2014 Tangible. All rights reserved.
  61. 61. SO WHAT ARE THE KEY REGULATIONS? Opt-in for all channels Data must be erased on demand Profiling requires explicit consent Third party access requires permission Move to free access to personal data €100m+ fines for breach Copyright 2014 Tangible. All rights reserved.
  62. 62. THE KEY CHANGES NOW PROPOSED CONSENT Opt out for some media Opt in across all media PROFILING & 3RD PARTY USE No additional permission required Explicit consent required ACCESS TO DATA Chargeable Must be free SUPPRESSION REQUESTS Data can be flagged “Do Not Contact” Data must be erased Copyright 2014 Tangible. All rights reserved.
  63. 63. SO WHAT DO WE THINK? Copyright 2014 Tangible. All rights reserved.
  64. 64. A HUGE OPPORTUNITY AWAITS Look at your brand from your customer’s perspective. Open the door to new relationships. Be more attractive. Copyright 2014 Tangible. All rights reserved.
  65. 65. Copyright 2014 Tangible. All rights reserved.
  66. 66. EMBRACE INDIVIDUALITY Each one of us is different, with our own distinct personality, passions, loves and hates. We’re individuals. We respond to individual treatment! Copyright 2014 Tangible. All rights reserved.
  67. 67. AVAILABLE TO YOU: • Our White Paper further pulls together the salient points of the new regulations. • Come and see us afterwards to speak more about how your business can approach the new legislation. Nick Banbury Data Strategy Partner nick.banbury@tangible.uk.com Mobile: 07834 518783 Copyright 2014 Tangible. All rights reserved.
  68. 68. 6 stories to shock, inspire and terrify – A journey into the world of big data and how people are using it Matthew Bayfield, head of data practice, OgilvyOne #dmadp
  69. 69. Source: www.google.com
  70. 70. Questions #dmadp
  71. 71. Closing comments Fedelma Good, director, information policy & strategy, Barclays #dmadp
  72. 72. Upcoming events Introduction to data protection Get to grips with the basics of data protection legislation at our halfday workshop on Wednesday 26 March 2014. Sale – Thursday 13 March Bristol – Tuesday 18 March London – Wednesday 26 March Taking the lead: Customer acquisition barometer 2014 Lead generation and customer acquisition are the lifeblood of companies. Both go under the spotlight as we reveal the best - and worst practices - at Taking the lead for the launch of the Customer Acquisition Barometer 2014 (CAB 2014), conducted by the DMA in conjunction with McDowall. London - Thursday 27 March Visit the registration desk to book today.
  73. 73. Lunch and networking #dmadp Gold sponsor

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