Information is useful, knowledge is power, but if unrestricted and abused access and use of information can lead to unnecessary brand risks.
Marketers and product managers need to leverage information collected about consumers to inform their strategies and drive successful outcomes. Using information responsibly, protecting consumer privacy and complying with laws and regulations can keep a brand safe and even be a brand differentiator.
Privacy issues and regulations important to marketers and product managers.
Current legal and political environment and its impacts on products and marketing.
Recent technology that continues to strain the bounds of what is private and what is public.
How to leverage information the right way to deliver relevant customer experiences (while sharing some examples of the wrong ways to use information).
How using information responsibly can enhance your brand (irresponsible use can have the opposite effect).
UK Government identity initiatives since the late 1990s - IDnext 2015Jerry Fishenden
My presentation from IDnext 2015, the European Digital Identity Event. "UK government identity initiatives past, present, future: policy and technology perspectives"
Protecting Your Intellectual Property and your BrandNow Dentons
In this presentation FMC's Margot Patterson discusses protecting intellectual property and brands through discussion related to the Copyright Modernization Act, how Social Media is changing marketing practices and best practices for third-party content (partners & consumers).
Digital marketing for local businesses june 2012Dave_Steer
Here we examine some of the critical online marketing consideration for local businesses, aimed had helping businesses get found on a local and regional level. Key elements include reputation management, social visibility and search visibility - especially in crowded geographies like the San Francisco Bay Area.
Is your business NBN ready? – Developing a Digital Business Strategy: VELG Na...Vanguard Visions
The Australian Government is investing $43 billion over 8 years in fibre, wireless and satellite broadband infrastructure as part of the National Broadband Network (NBN). There is strong evidence that the NBN will be a key enabler of many economic, social, technological and environmental developments (Bowles, 2011). This new digital economy will have an impact on all Australian industries and will require every Australian to improve their information and communication technology (ICT) skills. Participants will take away tools and processes to develop a digital business strategy which will enable them to capitalise on the training and business opportunities being made possible through the roll out of the NBN.
Kitely Market - The Metaverse MarketplaceIlan Tochner
Kitely Market is a virtual goods marketplace that is designed to help join all Hypergrid-connected OpenSim grids into one viable ecosystem. Its mission is to create a critical mass of content, merchants and buyers to help the Metaverse evolve from a collection of standalones and small grids to a unified market that can attract more merchants, buyers, money, activity, and interest for everyone.
The presentation introduces Kitely Market and discusses its many benefits for merchants. consumers and businesses across the Metaverse.
This presentation was first given in the Business and Enterprise track of the OpenSim Community Conference 2013.
Will My Family be Able to Access the Photos I Took at the Big House When I’m ...gallowayandcollens
Attorney Howard Collens presents on Fiduciary Access to Digital Assets, where he focuses on photo sharing and storage sites such as Picasa, Dropbox and Flickr. #FADA4MI. Howard is working on getting a new law enacted in Michigan.
Die LeanKnowledgeBase ist das umfassendste Portal rund um die Themen Lean, Kaizen,
KVP & Co. im deutschsprachigen Raum.
Mit nahezu täglichen neuen Artikeln und
Beiträgen informieren Experten aus den verschiedensten Branchen und Organisationen
über ihre Erfahrungen. Zudem sind in der Rubrik Videos und Interviews weit über 100 Beiträge veröffentlicht.
Weiterhin ist auf der LeanKnowledgeBase
eine Übersicht von LeanBlogs aus Deutschland, Österreich, der Schweiz und den USA zu finden. In der Rubrik Medien sind weit über 200 interessante Bücher, zahlreiche LeanApps und Podcasts aufgeführt. Zudem präsentieren sich in einer weiteren Rubrik LeanExperten aus dem deutschsprachigen Raum mit ihrem entsprechenden Portfolio.
Selbstverständlich sind auch zahlreiche Veranstaltungsangebote auf der LeanKnowledgeBase zu finden.
SuperSWOT is a brainstorming tool you can use with your team to focus your strategy. It goes beyond the traditional SWOT by taking your strengths and weaknesses and combining them with opportunities and threats in your market. It comes in very handy after you’ve done enough market research but haven’t figured out exactly what you want to do yet. It can also help validate or invalidate someone’s pet idea. During this conversational session, we’ll build a SuperSWOT together.
UK Government identity initiatives since the late 1990s - IDnext 2015Jerry Fishenden
My presentation from IDnext 2015, the European Digital Identity Event. "UK government identity initiatives past, present, future: policy and technology perspectives"
Protecting Your Intellectual Property and your BrandNow Dentons
In this presentation FMC's Margot Patterson discusses protecting intellectual property and brands through discussion related to the Copyright Modernization Act, how Social Media is changing marketing practices and best practices for third-party content (partners & consumers).
Digital marketing for local businesses june 2012Dave_Steer
Here we examine some of the critical online marketing consideration for local businesses, aimed had helping businesses get found on a local and regional level. Key elements include reputation management, social visibility and search visibility - especially in crowded geographies like the San Francisco Bay Area.
Is your business NBN ready? – Developing a Digital Business Strategy: VELG Na...Vanguard Visions
The Australian Government is investing $43 billion over 8 years in fibre, wireless and satellite broadband infrastructure as part of the National Broadband Network (NBN). There is strong evidence that the NBN will be a key enabler of many economic, social, technological and environmental developments (Bowles, 2011). This new digital economy will have an impact on all Australian industries and will require every Australian to improve their information and communication technology (ICT) skills. Participants will take away tools and processes to develop a digital business strategy which will enable them to capitalise on the training and business opportunities being made possible through the roll out of the NBN.
Kitely Market - The Metaverse MarketplaceIlan Tochner
Kitely Market is a virtual goods marketplace that is designed to help join all Hypergrid-connected OpenSim grids into one viable ecosystem. Its mission is to create a critical mass of content, merchants and buyers to help the Metaverse evolve from a collection of standalones and small grids to a unified market that can attract more merchants, buyers, money, activity, and interest for everyone.
The presentation introduces Kitely Market and discusses its many benefits for merchants. consumers and businesses across the Metaverse.
This presentation was first given in the Business and Enterprise track of the OpenSim Community Conference 2013.
Will My Family be Able to Access the Photos I Took at the Big House When I’m ...gallowayandcollens
Attorney Howard Collens presents on Fiduciary Access to Digital Assets, where he focuses on photo sharing and storage sites such as Picasa, Dropbox and Flickr. #FADA4MI. Howard is working on getting a new law enacted in Michigan.
Die LeanKnowledgeBase ist das umfassendste Portal rund um die Themen Lean, Kaizen,
KVP & Co. im deutschsprachigen Raum.
Mit nahezu täglichen neuen Artikeln und
Beiträgen informieren Experten aus den verschiedensten Branchen und Organisationen
über ihre Erfahrungen. Zudem sind in der Rubrik Videos und Interviews weit über 100 Beiträge veröffentlicht.
Weiterhin ist auf der LeanKnowledgeBase
eine Übersicht von LeanBlogs aus Deutschland, Österreich, der Schweiz und den USA zu finden. In der Rubrik Medien sind weit über 200 interessante Bücher, zahlreiche LeanApps und Podcasts aufgeführt. Zudem präsentieren sich in einer weiteren Rubrik LeanExperten aus dem deutschsprachigen Raum mit ihrem entsprechenden Portfolio.
Selbstverständlich sind auch zahlreiche Veranstaltungsangebote auf der LeanKnowledgeBase zu finden.
SuperSWOT is a brainstorming tool you can use with your team to focus your strategy. It goes beyond the traditional SWOT by taking your strengths and weaknesses and combining them with opportunities and threats in your market. It comes in very handy after you’ve done enough market research but haven’t figured out exactly what you want to do yet. It can also help validate or invalidate someone’s pet idea. During this conversational session, we’ll build a SuperSWOT together.
Stellen Sie sich vor, es gäbe dreißig Prozent Verbesserungspotenzial in Ihrem Unternehmen. Potenzial, das Sie ohne größere Investitionen realisieren könnten. Noch dazu in einer überschaubaren Zeit und zur Zufriedenheit aller …
Der Schlüssel dazu besteht in einem konsequenten Weiter denken des Lean Management und in einer Führung, die versucht, ihren Mitarbeitern optimale Arbeitsbedingungen zu schaffen. Diesen Ansatz bezeichnet der Referent als wertschöpfende Führung. Er verlangt ein Umdenken – hin zum Agieren in Prozessen, zu einer ursachenbehebenden Problembearbeitung und einer empfängerorientierten Kommunikation. Vieles ist durchaus bekannt, manchmal wird es auch gelebt. Die Realität ist aber häufig noch haarsträubend und bietet viel Potenzial.
Denny Jacobi von der TEREX Cranes Germany GmbH stellt in seinem Vortrag wird dar, wie die Erstellung einer Wertstromanalyse zur besseren Planung eines neuen Hallenlayouts erfolgte und erläutert, welche Fehler dabei begangen wurden und was sie aus diesen gelernt haben.
Es werden Themen besprochen wie: Pro und Contra Planzeiten bei der Hallenplanung, Fehlerkultur und kritischer Weg. Ebenso wird die Thematik der Betriebsblindheit von Projektmitarbeitern angesprochen und die Erfahrung im Umgang mit dieser.
Toyota Kata - Wie die G.Lufft GmbH ihre Mitarbeiter zu Problemlösern ausbildetDr. Thorsten Laube
Im Rahmen des Besuchs der Industrievereinigung Fellbach zeigte Dr. Thorsten Laube, logisch aus dem Anspruch besser werden zu müssen hergeleitet, was es mit der Toyota Kata auf sich hat und auf welche Art und Weise er bereits mehrfach erfolgreich die Kata in Unternehmen eingeführt hat.
Using Data and Insights to Make Your Content Thrive - iCrossingiCrossing
It doesn't matter whether you are publishing blogs or how-to videos: your content marketing is only as good as your understanding of your audience. On Tuesday, October 30, 2012, iCrossing and the Content Marketing Institute held a webinar on how you can use data and customer insight to become a smarter content marketing publisher.
During this session, Karen Pate, vice president of Content Strategy at iCrossing, walked attendees through a data-driven approach to content planning and publishing that will help you identify the right content strategy and roadmap for your business, including how to make your content more visible, useful, usable, desirable and engaging. She was joined by Joe Pulizzi, the renowned founder of the Content Marketing Institute, and a popular blogger and speaker on content marketing.
Turning Big Data into More Effective Customer ExperiencesNG DATA
Discover how you can improve customer experiences and increase profitability for Telecoms.
To learn more about NGDATA or Lily Enterprise 3.0, please visit ngdata.com
Say Good-Bye to Zero-Sum: Say Hello to Privacy and Marketing, by Designbradley_g
A presentation by Commissioner Cavoukian to the Canadian Institute Advertising and Marketing Law Conference on how Privacy by Design can give a sustainable competitive advantage in advertising and marketing.
Sponsor Breakfast Presentation by TruSignalMediaPost
Using Big Data and Audience Expansion Techniques to Find Your Next Customer
1:1 audience targeting is a reality today with Big Data enabling marketers to target specific users at scale. However, many marketers are still struggling with the deluge of data and how to best integrate multiple data sources and targeting techniques. This presentation will provide a framework for aligning your campaign objectives with the appropriate data and audience targeting techniques. We will discuss best practices on how Big Data and predictive modeling can create scaled lookalike and act-alike audiences that avoid the scale/accuracy dilemma of basic segment and cluster targeting. Finally, we'll share findings on how one marketer used a lookalike audience to prospect new, high-value customers.
Presenter: David Dowhan, President, TruSignal
A description of privacy, on-line privacy, how people loose privacy presented at 'Shaping the future, A Free, Open and Secure Web for all' organised by @mombasatech and @mozillamombasa
Webinar Deck: Building Customer Relationships in an Omni-Channel WorldEnsighten
“Building Customer Relationships in an Omni-Channel World”
Connecting the dots in an omni-channel world is a challenge that makes it difficult for brands to form meaningful relationships with their customers. A lack of visibility across channels results in broken customer journeys which undermine efforts to cultivate exceptional brand loyalty. In this webinar we will discuss how to connect the dots so you can focus on optimizing for people, rather than channels.
This webinar will cover:
-Creating robust customer profiles through first party data
-Managing the balance between demographic and real-time data
-Acting on customer insights
-Measuring the impact of a personalized customer journey
SPEAKERS: Rick Weithas, Director of Product Marketing, Ensighten & Jared Polidoro, VP of Client Services, Maxymiser
Social Media Marketing 03 24 2010 Updated 04 08 10Matthew Asbell
An updated version of my previous presentation, providing some social media basics, an overview of intellectual property issues in the use of social media for marketing, and ethics/professional responsibility concerns for attorneys utilizing social media to market themselves
[Webinar] How the Cookie Crumbled: Preparing for a Time without Third-Party C...Tealium
The loss of third-party cookies is rewriting the rules of digital marketing. Companies will have to rethink everything from ad spend and attribution to consumer privacy and measuring ROI. But not to worry – there are key ways to prepare for third-party cookie loss and it starts with first-party data.
Discover how switching to a first-party data strategy now will help you not only prepare for the loss of third-party cookies but also deliver more meaningful customer experiences. You’ll learn:
- How crumbling third-party cookies will affect your organization
- How brands can equip their internal teams to manage the upcoming change
- Tools that enable brands to become browser independent
- Tips to understand how to best collect, store and use your data
You can view the on-demand session on our website in our Resource Hub
Silverpop: Taking Loyalty Beyond the DiscountSilverpop
The term "loyalty" means different things to different digital marketers. Many small- to medium-sized businesses have implemented punch card programs to encourage repeat business and reward frequent customers, while failing to capture important customer information in a meaningful and trackable way. Some large companies spend millions of dollars on loyalty programs that drive sales and customer satisfaction, but sometimes also create discount-happy customers.
In this Webinar, Silverpop's Dave Walters will offer his advice on shifting the current thinking around these types of programs to focus on what he calls "experience-based loyalty" -- focusing on identifying user actions that indicate a deep affinity for your brand and the kinds of experiences that will amaze your customers, rather than simply handing out discounts and coupons.
Similar to Protect Your Brand by Protecting Privacy (20)
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Exploring Patterns of Connection with Social Dreaming
Protect Your Brand by Protecting Privacy
1. Protect Your Brand by Protecting
Privacy
Ed Filippazzo
Part-Time Lecturer
Rutgers Business School
Vice President
Compliance & Ethics
American Express
2. Today’s Discussion
• Privacy issues and regulations important to marketers and
product managers.
• Current legal and political environment and its impacts on
products and marketing.
• Recent technology that continues to test the bounds of what is
private and what is public.
• Leveraging Information to deliver customer value and enhance
your brand.
Oct-12 2
3. Digital Products
What isn’t a digital product these days?
What products don’t leverage or even depend on data
collection, use or sharing?
• As core to the product
• For marketing the product
• To learn about customer use of the product
Oct-12 3
4. Information Collection and Use
Contact Information Behavioral Information Lifestyle
Name Transaction/Purchase History Salary/Net Worth
Address Frequent Shopper Memberships Home Value
Telephone Number Family Structure Car you drive
Email Address Neighborhood Magazines Subscriptions
IP Address Travel History Club Memberships
Internet Cookies Online Browsing Behavior
Right Offer Right Time
Right Person Right Channel
Oct-12
Right Experience 4
5. Sensitive Information
Personally Identifiable Information Other Highly Sensitive Information
Considered Most Sensitive
• Healthcare Information
• Name • Race/Ethnicity
• Address • Religious Affiliation
• Social Security Number • Political Views
• Passport Number • Age (Children Under 13)
• Tax ID
• Financial Account Number
• Address
• Email Address
• Phone Number
As data collection increases and the ability of analysts to combine
information and identify individuals improves, even anonymous information
is getting increased attention from regulators and legislators.
Oct-12 5
6. Introduction to Privacy
Let’s watch a quick video about how information can be used and misused?
Oct-12 6
7. What is Privacy?
“Privacy is the claim of individuals, groups or institutions to determine for
themselves when, how, and to what extent information about them is
communicated to others”
– Alan Westin: Privacy & Freedom,1967
“Recent inventions and business methods call attention to the next step which
must be taken for the protection of the person, and for securing to the individual
what Judge Cooley calls the right "to be let alone" . Instantaneous photographs
and newspaper enterprise have invaded the sacred precincts of private and
domestic life; and numerous mechanical devices threaten to make good the
prediction that "what is whispered in the closet shall be proclaimed from the
house-tops.”
- Warren and Brandies, Harvard Law Review, 1890
Oct-12 7
8. Business Perspective
In an interview with CNBC in December 2009, Google CEO Eric Schmidt
said users who are concerned over Google retaining personal data must
be guilty of unsuitable behavior.
“If you have something that you don’t want anyone
to know, maybe you shouldn’t be doing it in the
first place.”
Imagine this is extended from online to what you watch on tv, or where
you were today just because technology facilitates the collection of that
data.
Oct-12 8
10. Brand Impact
• Concerns over online data collection, use and advertising methods has
damaged the brands and reputations of several companies.
• In just the past few years, these companies have been exposed for
questionable methods of data collection and use and have had to quickly
change their methods.
Oct-12 10
11. Innovation and Customer Expectations
Innovations in Interactive products and marketing continue to change the
information we collect and how we use it. In addition, what customers
expect and how we inform them of our practices are also changing.
Are customers aware of: Basic Principles:
• What is being collected? • Set and Meet Customer Expectations
• Who is collecting information? • Provide Notice and Choice
• What it is being used for? • Provide Enhanced Notice When Needed
• Who it is being shared with? • Gain Consent for Some Purposes
Oct-12 11
12. Mass and Direct Marketing
Mass Marketing Direct Marketing
• Television • Direct Mail
• Radio • Telemarketing
• Newspapers • Email Marketing
• Magazines • Text Marketing
• Billboards • Digital Marketing
• Events • Customer Experience
• Online Behavioral Advertising
• Contextual Marketing
• Social Media Marketing
• Mobile Device Marketing
• Location Based Services
Oct-12 12
13. Digital/Internet Advertising
• The provision of free Internet services to consumers is largely
dependent on Web site publishers and content providers receiving
revenues from advertising.
• While some of this advertising is presented in the form of untargeted
online “billboards,” a growing percentage of the advertising
consumers see online is the result of online behavioral advertising.
Oct-12 13
14. Types of Digital Advertising
Contextual Advertising
Search
Blogging
Re-Targeting
Behavioral Advertising
Social Media
Mobile Applications
Location Based Services (GPS)
Oct-12 14
16. Cookies
Session Stored only when user is connected to the particular
Web server. Deleted when user disconnects from the
Web site (e.g. shopping carts)
Persistent Set to expire at some future point. Standard for
authenticating return visitors to Web Sites that
depend on real time information. (e.g. local weather
reports)
First Party A persistent cookie that is created by the Web site
you are currently visiting
Third Party A persistent cookie created by a Web site other than
the one you are currently visiting; for example, by a
third-party advertiser on that site.
Oct-12 16
17. How Are Cookies Used?
Site Customization To recognize return visitors/customers and present appropriate content
Customer View Prospect View
Oct-12 17
18. Online Behavioral Advertising
Online Behavioral Advertising (OBA) is the tracking of a consumer’s online activities over time
across unaffiliated Web sites to deliver advertising targeted to the consumer’s interests.
Tracking
pixel
• IP Address
• Pages Visited
• Ads Viewed
• Ads Clicked
Tracking
pixel
Tracking
pixel
OBA includes advertising on multiple sites and site to site (re-targeting).
Oct-12 18
19. Industry Growth
• Online behavioral advertising represents a small but rapidly
growing part of the online advertising market. Market research firm
eMarketer reported that of the $23.4 billion to be spent advertising
online in 2008, spending on behaviorally targeted online
advertising was expected to reach $1 billion and to quadruple this
year.
• As this industry grows, so does the amount of information collected
about consumer’s online activities. As a result, the risk for misuse
of this information grows, as well as the scrutiny over how the
information is collected, used and shared.
Oct-12 19
20. Information Collection
• In most cases, the information collected for online behavioral
advertising is not personally identifiable.
• Most collection and tracking methods utilize “cookies” to track
customers and build profiles to determine the interests or
preferences of an individual based on prior online activity at a
computer or device level.
• Cookies are assigned to a device and not to the individuals
who use those devices.
Oct-12 20
21. Online Privacy Concerns
• Breadth and Depth of Data Collected
• Consumer Expectations and Awareness
• Providing Notice of Practices and Consumer Choice
• Misuse
Oct-12 21
22. Information Collection and Privacy Concerns
Data Collected Data Reach Players (Examples) Privacy Concern
Single Site/ Site Pages Visited Single Web Site
First Party Information Entered
Low
Site to Site If Partner Site Visited Sites in Partnership
(Re-Targeting)
Ad Networks Sites Visited Sites in the Ad Network
Ads Viewed
Content Delivery Sites Visited Sites for which they provide
Networks services
Data Aggregators Site Visited Sellers and sites for which
Site Activity Data they provide services
Offline Data
Web Browsers Sites Visited All Web Activity
High
Internet Service Sites Visited All Web Activity
Providers Content Data
Social Networks
Oct-12 22
23. Industry and Regulation
As federal and state governments continue to wrestle with the issue, we have seen
web site publishers, service providers and social networks introduce new and more
comprehensive forms of tracking and information use.
Social Networks
Web Site Publishers Service Browsers and ISPs and Location Based Services
Providers
Oversight (Legislative and Self Regulatory)
Oct-12 23
24. OBA Self Regulation and Proposed Legislation
As legislation is proposed, the FTC and several industry groups have provided guidance
which leads industry practice.
Notice:
• Disclosure Practices
– Typically via Online Privacy Statement
• Provide Enhanced Disclosures When Appropriate
Choice:
• Provide Choice for Users to Opt-Out of OBA Tracking
• Gain Consent for:
– Material changes to policies/practices
– Use of Sensitive Data
– Linking Anonymous Data to Personally Identifiable
Oct-12 24
25. OBA Enhanced Disclosures and Choice
By the summer of 2010, advertisers are expected to offer notification on all
banners that are collecting and leveraging data for OBA.
Oct-12 25
26. Marketing Using Social Media Data
• Leveraging Information collected via social media
• Monitoring social media for product feedback/comments
Oct-12 26
27. Marketing Using Social Media Data
Sources • Information is sourced from social networks, blogs,
forums, review sites, newsgroups, message boards.
• Information is publicly available
Data • Social Network Profiles
• Comments
• Who Your Friends Are
Use • What Product Offers You Receive
• How Offers are Presented to You
Oct-12 27
28. Partnerships with Social Networks
Technologies are allowing social networks to integrate with web site publishers.
APIs
Source: www.Weather.com Source:
www.Google.com/Latitude
Source:
www.quotationspage.com
Source: www.time.gov
Source: www.facebook.com
With APIs, multiple parties may be collecting information when a consumer visits a
web page and their uses of that information may differ. Consumer Awareness
regarding who is collecting information can vary.
29. Mobile Apps & Location Based Services
Increasingly marketers are looking to leverage mobile technology to deliver value to customers.
Mobile Apps are Subject to All Mobile Apps must provide a statement disclosing their
the Online Privacy information collection and privacy practices.
Statement
Mobile Apps that use Industry Best Practice and Guidelines requires notice, consent
Location Based Services and ongoing choice .
Notice & Consent Ongoing Choice
Guidelines
CTIA - Cellular Telephone Industries Association
30. Guidelines for Privacy and Brand Protection
When collecting, using and sharing consumer information for marketing purposes:
Consider consumer expectations
Collect and use the minimum amount of information necessary
Properly protect all consumer information
Disclose your practices in a way consumer’s can understand
Provide choices to consumers about how their information will be used