Want to do personalisation but are concerned about privacy and personal data usage? Here's what you need to know.

1. Want to do personalisation but are concerned about privacy
and personal data usage? Here's what you need to know.
13 November 2014

2. Agenda
DMA: Principles and Rules Chris Combemale
Barclay’s: Think Accuracy Fedelma Good
The Guardian: Building Trust Julia Porter
Discussion Chris, Julia, Fedelma

3. Personalisation Requires Data
• Some rules need to be followed
– DPA = Data Protection Act 1998
– PECR = Privacy and Electronic Communications Regulation
– DPR = Data Protection Regulation 2015?2016?
• The customer needs to be persuaded
– A clear value proposition
– Trust

4. DPA – 8 Principles
• Fairly and lawfully collected
• Processed for specified and limited purposes
• Adequate, relevant and not excessive
• Accurate and kept up to date
• Not kept for longer than necessary
• Processed in accordance with Individuals’ rights
• Security – appropriate technical and organisational measures
• Not transferred outside the European Economic Area (EEA) unless adequate
protections are in place
(EEA: The 28 member states of the EU, plus Iceland)

5. PECR – Key Rules
• Sender must not conceal their identity
• Communication must have valid address where opt-outs can be sent
• Opt-in required for individuals (B2C)
• Soft opt-in/existing customer exemption – available:
– When you are collecting the address/mobile number in the sale or negotiations for the
sale of a product or service;
– You only send communications about similar products and services;
– You provided an opportunity at time of collection to opt-out.

6. Data Capture Rules
• Key information to include;
– Why the data is being requested
– What the data will be used for
– Provision of an opt-in/out for marketing
– Marketing channels to be used
– Link to privacy policy
• Key information to include in privacy policy
– How the data subject can opt-out of marketing
– If the data will be processed outside the EEA
– How long the data will be kept for
– How to make a subject access request
– How to make a complaint regarding use of data

7. Without Trust there is no data
• Drivers of Sharing Personal Information

8. Personalisation starts with attitudes to Privacy

9. The DMA Code: a Roadmap to Trust

10. DMA Code: a Roadmap to Trust

11. DMA Code: a Roadmap to Trust

12. DMA Code: a Roadmap to Trust

13. DMA Code: a Roadmap to Trust

14. DMA Code: a Roadmap to Trust

15. Are your contact details correct?

16. To deliver effective personalisation you
need accurate data …

17. What is Think Accuracy?
Think Accuracy is a Barclays initiative which delivers
sustainable educational communications to colleagues and
customers about the importance of keeping customer
contact details accurate and up-to-date.

18. The Think Accuracy principles apply to
the capture of all data that makes
personalisation possible

19. Step 1 – Gaining senior stakeholder support

20. Qualitative Research

21. Qualitative Research-Key outputs
 Using the term ‘contact details’ will make it clear what is being asked for and
minimise concerns about the intentions of the Bank
 Customers feel it is their responsibility to update contact details, but they should
be helped with reminders and a simple process for updating
 While updating an address is not questioned, customers need more information
to help them understand why up-to-date mobiles and emails are required
 Online is a key channel, but a multi-channel approach will be needed to
maximise success; updating as part of other contact will also make it more likely
to happen
 There is a very clear hierarchy of message themes that will lead to action being
taken: Security - Service – Communications

22. The tonality / delivery also needs to reflect the importance of
the initiative
Simple /
straightforward /
clear
Focus on the
positive
Be specific
Collaborative
Serious /
professional
Demonstrate
proactivity
And the initiative needs to feel like it is ‘ongoing active maintenance’ NOT a short term campaign

23. Quantitative Research

24. There was a high level of agreement about importance
It’s important for details to be up
to date
88% AGREE
Details need to be up to date for
Barclays to be able to contact me
86% AGREE
Barclays need to have my
personal/business details
85% AGREE
I understand that keeping my details
up to date could increase the
security of my account
81% AGREE

25. Delivering
messages to
customers

26. Statements

27. Window envelopes

28. SARs leaflet

29. What really made Think Accuracy work
 Getting and maintaining positive senior exec support
 Establishing a cross functional steering group
 Ensuring a clear understanding that this was an educational
initiative
 Conducting meaningful and informative customer research
 Defining a clear framework of messages at the outset
 Recognising that this was a people issue
 Developing effective tracking MI and using it to drive activity
 Continuous innovation

30. Observer Ethical Awards 2014
Having it both ways – trusted brands
can use big data

31. Econsultancy, modern marketing manifesto
DATA: We believe data must be turned into insight and action to be a source
of customer, competitive and marketing advantage.
If you do not see data as exciting, valuable and empowering then you are not
a modern marketer.
BRAND: We believe the internet has forced transparency upon brands and
businesses. Brands no longer control the message, consumers do.
In a digital age what modern marketers need most is a strong brand.
Source: Distimo May 2014

32. Using data is here to stay driving value across The
Guardian 4 pillars
Content
Product
Engagement Revenues

33. However, data has been in the news a lot:
Source: Tinder, April 2014

34. How do you balance privacy with
understanding customers?

35. In truth, “Data” means many things to many people

36. People who believe that companies tell them how their
personal data is used are more likely to be confident that
companies, handle, share and use their data to deliver
personal benefits

37. The Guardian - Why your data matters to us
Browser Version

39. Lessons learnt - results of audience research
• The audience charter is welcome and evidence of The Guardian’s inclusive
strategy
• The language should avoid ambiguity
• The message content should avoid complexity
• We should avoid the language of legality – transparency and accessibility is
welcome n0t the detail of T’s & C’s
• Business initiatives that keeps www.theguardian.com free is the primary
appeal
• Practicalities of data sharing is the issue rather than data safety
• Benefits of personalisation can become more evident after sign up
• Personalisation has benefits but important that users feels they remain in
control