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IAPP TRUSTe "Beyond Websites"

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This presentation explores the way Web sites have evolved from mostly static pages to highly interactive destinations that both receive and send data, tracking, advertising, applications and other elements to and from other Internet properties including mobile, cloud, social networks, blogs, and advertising and e-commerce platforms. Then take a closer look at the associated responsibilities and challenges for privacy, legal, IT and marketing staffs.

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IAPP TRUSTe "Beyond Websites"

  1. 1. Beyond the Website<br />Kevin Trilli<br />VP, Product<br />TRUSTe<br />
  2. 2. Presentation Goals<br />Explore the increasing complexity of websites<br />Examine the role of 3rd parties interacting with consumer PII on behalf of a website<br />2. Discuss management of 3rd party service providers <br /> Discover how you can best mitigate risk for your organization<br />3.Develop strategic positioning within your company <br />How to make privacy an asset, not an afterthought in product, marketing, development and operations.<br />
  3. 3. Part I<br />eCommerce<br />
  4. 4. How it all started…<br />Web 1.0, mid 90s - early 2000’s<br />Email aside, the web was mostly “brochureware” with some e-commerce in the mix.<br />Websites were:<br /><ul><li>Static
  5. 5. offered little to no consumer interactionor input
  6. 6. interfaced with few, if any, third parties</li></ul>Example at right: <br />IKEA website circa 1999<br />
  7. 7. BestBuy homepage: 1997<br />Brochureware<br /><ul><li>Where can I find a store?
  8. 8. What kind of products do we offer?
  9. 9. What’s the number for customer service? </li></ul>No e-commerce transactions<br />Limited advertising<br />
  10. 10. eCommerce: Amazon homepage: 2000 <br />Robust eCommerce<br />Individual personalization begins<br />(See what’s “New for You” ) <br />Basic site basic behavior tracking <br />(popular purchases)<br />
  11. 11. eCommerce: Service Layer<br />
  12. 12. eCommerce: Service Layer<br />Web Hosting<br />
  13. 13. eCommerce: Service Layer<br />Careers<br />Web Hosting<br />
  14. 14. eCommerce: Service Layer<br />E-Commerce<br />Web Hosting<br />
  15. 15. eCommerce: Service Layer<br />E-Commerce<br />Payments<br />Web Hosting<br />
  16. 16. eCommerce: Service Layer<br />E-Commerce<br />Shipping<br />Web Hosting<br />
  17. 17. eCommerce: Service Layer<br />E-Commerce<br />Web Hosting<br />Surveys<br />Survey Marketing<br />
  18. 18. eCommerce: Service Layer<br />E-Commerce<br />Web Hosting<br />Customer Support<br />Support<br />
  19. 19. eCommerce: Marketing Layer<br />
  20. 20. eCommerce: Marketing Layer<br />Search<br />
  21. 21. eCommerce: Marketing Layer<br />Search<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Analytics<br />
  22. 22. eCommerce: Marketing Layer<br />Search<br />Lead Forms<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Analytics<br />
  23. 23. eCommerce: Marketing Layer<br />Search<br />Lead Forms<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Marketing <br />Database<br />CRM<br />Analytics<br />Data Aggregators<br />
  24. 24. eCommerce: Marketing Layer<br />Search<br />Lead Forms<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Marketing <br />Database<br />CRM<br />Analytics<br />Data Aggregators<br />
  25. 25. eCommerce: Marketing Layer<br />Search<br />Lead Forms<br />RetargetedCampaign<br />Publisher<br />Ad Networks<br />Emails<br />Email SPS<br />Marketing <br />Database<br />CRM<br />Analytics<br />Data Aggregators<br />
  26. 26. eCommerce: Publisher<br />Issues:<br />How do really know which ad network is on your site? <br />Are they using OBA or other 3rd party tracking?<br />Ad Networks<br />Data XC’s<br />Advertisers<br />
  27. 27. Facebook yesterday: 2005<br />A website. <br />(To share internally)<br />
  28. 28. Facebook today: 2010<br />A platform<br />(To share externally)<br />
  29. 29. Facebook as a platform<br />Instant Personalization<br />Facebook Connect<br />The “Like” Button <br />
  30. 30. Facebook Applications<br />Native applications<br />
  31. 31. Facebook Applications<br />Third Party Applications<br />
  32. 32.
  33. 33. Part II<br />Service Provider Management<br />
  34. 34. Service Providers<br />Provide commercial services on behalf of another company that involves the use, collection, storage or sharing of the personal information of that company’s customers or site’s visitors<br />Web Hosting<br />Web Analytics<br />Business process providers<br />AffiliateMarketing<br />Fulfillment<br />Applicationservice & hosting providers<br />Ad Networks<br />Customerforums<br />CRM<br />ContentManagement<br />Customer ServiceSoftware<br />ContentDelivery<br />Live Chat /Click-To-Call<br />PersonalizationRich Media<br />Social mediaproviders<br />SecurityCertification<br />Service ProviderLead Generator<br />OrderManagement<br />E-CommerceShopping Cart<br />Search EngineMarketing<br />E-MailMarketing<br />E-CommercePlatform<br />Paymentsprocessors<br />Site Design<br />HR Services<br />Site Search<br />Web PerformanceMonitoring<br />
  35. 35. Knowledge<br />Risk Apportionment<br />
  36. 36. Who is on your site?<br />
  37. 37. Identify Key Providers for Deep Analysis<br />
  38. 38. Identify Key Providers for Deep Analysis<br />
  39. 39. Build Service Provider Profiles<br />…and Monitor them!<br />
  40. 40. Disclosure: Simple Example<br />
  41. 41. Disclosure: More Advanced Example<br />
  42. 42. Part III<br />Interacting with the Product and Business Units<br />
  43. 43. Privacy Office and the Business Unit<br /><ul><li>Understand the business drivers and goals
  44. 44. Know your product and platform
  45. 45. Marketing, Product & IT Roadmaps
  46. 46. Monitor evolving technologies & help vet new partners
  47. 47. Find the best vendors that offer the best privacy and security on top of the best product/service
  48. 48. Risk should be presented with each option</li></li></ul><li>Role of Privacy in the Business Unit<br /><ul><li>This is an era of the empowered consumer
  49. 49. Privacy is Reputational and can impact Brand
  50. 50. You don’t want the worse case scenario
  51. 51. Error on transparent side
  52. 52. “Compete on Privacy”</li></li></ul><li>Thank You<br /><ul><li>ktrilli@truste.com
  53. 53. Twitter: SquawKT22</li>

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