Rosemary Smith of Opt-4's Data Permissions presentation at the Dovetail User Group 2014

Data Permissions –
do you know what your customers think?
Rosemary Smith

49% would tick to opt out of
communications
If asked for your permission like this, would you tick the box?
We have some great offers and promotions that we’d like to tell you about, but please tick the box if you would
prefer not to receive them from The ABC Household Name
Overall (1175). Source: fast.MAP online survey February 2014

29% would tick to opt-in to
communications
If asked for your permission like this, would you tick the box?
The ABC Household Name Company would like to keep you up to date with the latest special offers and
promotions. Please tick here if you would like to receive these
Overall (1175). Source: fast.MAP online survey February 2014

Incremental Permission Value (IPV)
• Average annual contacts per
new record with permission
• Average response per
contact
• Average additional/revenue
per contact

14 attributes
Clear
Trustworthy
Honest
Flexible
Appealing
Inviting
Reassured
Gives
confidence
Rewarding
I’m in control
Welcoming
Values me
Gives me choice
My data will be
safe

Each statement is evaluated as follows …
Compared to
Data Permissions Benchmark
Would respondents consent
Example
Clear 90-100%
Trustworthy 90-100%
Honest 90-100%
Flexible 50-60%
Appealing 90-100%
Inviting 40-50%
Reassured 80-90%
Gives confidence 60-70%
Rewarding 10-20%
I’m in control 90-100%
Welcoming 90-100%
Values me 90-100%
Gives me choice 50-60%
My data will be safe 60-70%
Yes 53%
This indicates this is one of the
top performing statements in this
area (in the top 10%)

Can easily change contact
preference
Choice to opt out of future
emails
Ability to unsubscribe at
any time
Clear information. Only
asked for email address
clearly gives me the
option to choose
Relaxed style. Honest
polite and stating what they
want to contact me about
reasoning.

NIo dchoisiceli okf ehodw …contacted.
We have too many
unsolicited phone calls
Abruptness and
impersonal
Basically intrusive and a
cheap way of
advertising.
half the unsubscribe links don`t
actually work
A bit Smarmy
I have not been considered
It was too broad -
when and where and
how often would they
contact me?

I disliked… Once you`re on the list never
get off, like hell on a
roundabout
No choice of how contacted.
We have too many
unsolicited phone calls
Carefully selected on what basis?
Carefully to ensure customer interest
or carefully to maximise advertising
reach / revenue for the partners?
I don`t want my
details passed
around for money
cobblers, all it means is they are going to sell
my details
Carefully selected –
you must be joking

% opt-in?
“We’d like to keep you informed by email
about our future offers and new product
launches. Please tick this box to let us know
that you are happy for us to do this
(Don’t forget, you can change your contact
preferences at any time by logging into your
account or by using the unsubscribe links
which you will find on all our emails)”

66%

66%
Clear 0.98
Gives me choice 1.07
Honest 0.96
I’m in control 1.11
Inviting 0.94
Trustworthy 0.92
Welcoming 0.96
Appealing 0.91
My data will be safe 0.90
Values me 0.97
Reassured 0.96
Gives confidence 1.03
Rewarding 0.94
Flexible 1.1
Yes 66%

fast-track effective
data permission statements through a
reliable research benchmark
Media Benchmark
September 2014
Supported by:

“Want to be the first to hear the latest from all our best
writers? Like free competitions with mega prizes? How
about exclusive deals on a bunch of stuff and vouchers
to spend in your favourite stores? So what are you
waiting for? Fill in your email address here and get even
more from the Magazine:
Email address ………………………………………………”
Source: fast.MAP online survey August 2014

27%
“Want to be the first to hear the latest
from all our best writers? Like free
competitions with mega prizes? How
about exclusive deals on a bunch of stuff
and vouchers to spend in your favourite
stores? So what are you waiting for? Fill
in your email address here and get even
Email address
………………………………………………”
Clear <10%
Trustworthy <10%
Honest <10%
Flexible 30-40%
Appealing 40-50%
Inviting <10%
Reassured <10%
Gives confidence <10%
Rewarding 80-90%
I’m in control <10%
Welcoming <10%
Values me <10%
Gives me choice <10%
My data will be safe <10%
Yes 27%

27%
“Want to be the first to hear the latest
from all our best writers? Like free
competitions with mega prizes? How
about exclusive deals on a bunch of stuff
and vouchers to spend in your favourite
stores? So what are you waiting for? Fill
in your email address here and get even
Email address
………………………………………………”
Clear <10%
Trustworthy <10%
Honest <10%
Flexible 30-40%
Appealing 40-50%
Inviting <10%
Reassured <10%
Gives confidence <10%
Rewarding 80-90%
I’m in control <10%
Welcoming <10%
Values me <10%
Gives me choice <10%
My data will be safe <10%
Yes 27%
‘“Percentile range” – Indicates how well a statements attribute performs in relation to other statements
e.g. if in 90-100% range it is in the top 10% of statements for that attribute.’

“The Magazine Group has exciting offers on all
our magazines that you should hear about. We
have some great titles (check them out here) so
if you would like to know more please tick the
boxes below.
Tell me more by email □ or by SMS □”

44%
“The Magazine Group has exciting offers
on all our magazines that you should
hear about. We have some great titles
(check them out here) so if you would
like to know more please tick the boxes
below.
Tell me more by email □ or by SMS □”
Clear 70-80%
Trustworthy 20-30%
Honest 30-40%
Flexible 90-100%
Appealing 60-70%
Inviting 40-50%
Reassured 60-70%
Rewarding 60-70%
Welcoming 20-30%
Values me 30-40%
Yes 44%

“How the News Organisation looks after your data
We go the extra mile to ensure that your personal
information is kept secure and we have specialists
who are dedicated to keeping it safe. We promise
we will not release it for other companies to use
but we’d like your permission to keep in touch
and tell you about our special offers. Is that okay?
Yes please, keep me informed □ “

43%
“How the News Organisation looks after your
data
We go the extra mile to ensure that your
personal information is kept secure and we
have specialists who are dedicated to
keeping it safe. We promise we will not
release it for other companies to use but
we’d like your permission to keep in touch
and tell you about our special offers. Is that
okay?
Yes please, keep me informed □ “
Clear 90-100%
Trustworthy 80-90%
Honest 70-80%
Flexible 70-80%
Appealing 90-100%
Inviting 50-60%
Reassured 90-100%
Rewarding 40-50%
Welcoming 70-80%
Values me 90-100%
Yes 43%
‘“Percentile range” – Indicates how well a statements attribute performs in relation to other statements
e.g. if in 90-100% range it is in the top 10% of statements for that attribute.’

Improving permission statements
Opt-4 commentary
1. If the data is not to be shared say so (not saying so can
make people suspicious and hesitant).
1. Give a bit more detail on what “future offers and new
product launches” might be and what the data will be
used for
2. Say that their privacy is important to you
3. Tell them that their data will be secure
4. Strengthen the wording around what the brand stands
for and how you are much better than others in your
field

• Regulation not Directive
means much less “wriggle
room”
• Introduces the “right to
erasure”
• Data Protection Officers
compulsory if processing
more than 5,000 records pa
or sensitive data

“specific, informed and
explicit indication of his
or her wishes by which
the data subject, either
by a statement or by a
clear affirmative action
signifies agreement”
• Opt-in consent across the
board; purpose limited.
Significant record keeping
required
• Processing for “Legitimate
Interests” allowed by data
controller and third parties
for postal marketing, B2B
and using “public” data

“any form of automated
processing of personal data
intended to evaluate certain
personal aspects….or to analyse
of predict…performance at
work, economic situation,
location, health, personal
preferences, reliability or
behaviour”
• Minimum requirement to provide “information about the
existence of profiling”
• Some profiling may need opt-in

• Compulsory breach
notification “without undue
delay”
• Register of breaches
• Significant documentation
requirements
• Fines up to E100m or 5% of
global turnover

• Currently ICO
cannot take direct
action against
Dovetail for
breaches

• Under the
Regulation
processors will
become jointly
liable for breaches

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)

Rosemary Smith of Opt-4's Data Permissions presentation at the Dovetail User Group 2014

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