Breaking Down Privacy Barriers: Strategies to Managing Customer Data


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  • TRUSTe can help you with your Privacy Management StrategyWe are the leader in Privacy Management SolutionsHave over a decade of experienceMany of you in attendance today are TRUSTe customersYou also probably know us by our famous Certified Privacy Seal – seen on thousands of websites, billions of consumer impressions per yearThe gold standard for companies to demonstrate their commitment to managing customer privacyWe work with companies of all sizesAcross all industriesAnd have extensive international experienceWe can help you assess your needs and put together a solution for youYou can start by visiting TRUSTe.comWe have lots of resources including our consumer research reports and past / upcoming educational webinarsIf we can help you, give us a call.I will turn things back over to Chris for some closing comments.
  • Impact to your business:We’ve established the focus that the industry has on privacy and data management and how you can ensure that your practices are above board. You should be set right? Unfortunately, no. The fear around relinquishing control of a company’s bread and butter, their data, is still there, blocking service adoption.Even the most buttoned up businesses still find themselves jumping through hoops to prove to prospects that their business practices are sound, thereby increasing the cost and time to sale
  • Online privacy are being scrutinized by businesses, by the media, by regulators and by consumers. And businesses are being held accountable.The EU has proposed measures ranging from regular audits of cloud services, and the Dutch government is banning usage of US cloud services due to concerns around the Patriot Act (w/in the dutchgov’t).
  • Have a clear and detailed understanding of what information is being captured, stored and processed by your service.Types of data collectedPersonally identifiableAggregated dataHighly regulated data (ie: healthcare)Access and storageend-user access to their informationreasonable security measuresdata governance polices data retention service provider management (e.g. restrictions on what service can do)restrictions & monitoring processes to prevent app developers from abusing the platform and stored data (e.g. only offering limited feature set, monitoring data use)Third-party info sharingThe data flows (e.g. is data being shared with third parties)Contractual provisions w/ other 3rd parties to deliver platform servicesPracticeWritten policy is consistent with actual practicesplatform practicesMake sure the right measures are in place to ensure consistent handling of access permissions, storage, and deletion of data.
  • Why does partner trust matter? Your customers have a relationship with you, not your business partners – if your partners mishandle the data you will get blamed. Customer data is one of your company’s most valuable assets and, no matter whose hands it’s in, it should be protected.
  • Breaking Down Privacy Barriers: Strategies to Managing Customer Data

    1. 1. Breaking Down Privacy Barriers: Strategies to Managing Customer Data Presented by:David Fowler, Chief Privacy and Deliverability Officer at Marketfish Tina Hou, Director of Product Marketing at TRUSTeModerator: Heidi Cohen, President, Riverside Marketing Strategies Sponsored by:
    2. 2. Breaking Down Privacy Barriers Strategies for Managing Customer Data March 14, 2012CONFIDENTIAL 2
    3. 3. TRUSTe overview Leader in Privacy Management Solutions • 14 years of privacy experience • Robust technology platform • #1 privacy brand & trustmark Comprehensive Solution Suite • All online channels • Global coverage • Self- and full-service options Large / Loyal Customer Base • Over 5,000 clients • SMB through Fortune 500 • Cross vertical solutionsCONFIDENTIAL 3
    4. 4. Data is a critical asset Businesses want to use it, and consumers want to protect itCONFIDENTIAL 4
    5. 5. Privacy mistakes are under the microscope 2012 2011 2011 Path social Google settles FTC charges over OnStar forced to reverse network app “Google Buzz” privacy issues; location tracking policy accessing address company gets 20-year oversight 2011 2011 following privacy outcry books without period Netflix faces multiple Acquisition of Borders delayed permission privacy lawsuits over its due to questions over privacy data storage practices. rights of 46M email subscribers 2011 Playdom fined $3 million for violating 2011 children’s online privacy nebuAd settles $2.4 million privacy lawsuit over behavioral targeting practices 2011 Apple and Google weather “location 2011 gate” privacy scandal over their Broken Thumbs Apps settles FTC mobile devices. Apple changes charges that it violated children’s 2011 collection practices in response. privacy law – company is fined Following media scrutiny and forced to destroy the data over privacy practices, Microsoft ceases to use “supercookies” to track users on its websiteCONFIDENTIAL 5
    6. 6. Business implications: Cloud adoption is handicapped due to privacy concerns Customer fears… become barriers to sale Privacy and Compliance Security Legal Privacy is one of the top three obstacles to adoption of cloud computing by businesses. •– KPMG 2010 Cloud Computing SurveyCONFIDENTIAL 6
    7. 7. Impact on Cloud and SaaS providers 3rd party service providers need to show – strict and consistent data handling practices – a comprehensive privacy policy and adherence to these policies – available recourse for customers should there be a lapse in the way data is handled Data breaches, location-based services, cloud computing, offshoring, context-awareness and regulatory changes will dominate the privacy officers agenda in 2011 and 2012.” – Carsten Casper, GartnerCONFIDENTIAL 7
    8. 8. Establishing data management practices Types of data collected Access and storage Third-party info sharing Actual PracticesCONFIDENTIAL 8
    9. 9. Assure that your partners do the same Be sure to: • Build privacy into contracts • Review partner privacy policies • Ensure partners meet a minimum standard of data protectionCONFIDENTIAL 9
    10. 10. Streamline your ability to do business You handle data responsibly. Prove it upfront. • Address the privacy concern before it can slow down sales • Differentiate yourself as a privacy-focused business • Give peace of mind to customers Third-party certification that your privacy practices adhere to the highest standards.CONFIDENTIAL 10
    11. 11. Case Study David Fowler, Chief Privacy & Deliverability Officer March 14, 2012Proprietary & Confidential
    12. 12. Marketfish Overview Marketfish is the only fully automated lead generation platform that offers free access to an online marketplace for email and postal lists as well as the ability to build and execute marketing campaigns, all in under thirty minutes. Marketfishs cloud-based platform enables users to reach their perfect audience in seconds, build a campaign, and then track performance using real-time data. With a pay-by-campaign model, users only pay for what they use.
    13. 13. Our Privacy Challenge Growth in an industry mired in data privacy and compliance issues Mistrust due to shady characters in list management business Marketfish needed to:  Differentiate via transparency of data management and privacy practices  Ensure same privacy standards throughout their network of providers  Foster corporate leadership with our 200(+) million database  Change the market and disrupt the norm pertaining to the channel  Provide marketers with better data to make smarter decisions
    14. 14. Approach Provide privacy and transparency from the ground up Used certification as a “privacy by design” building block Determined up front the privacy value proposition and not an afterthought Streamlined our privacy position in line with client expectations Held partners and vendors accountable for privacy compliance Changed the product model in the age of “big data”
    15. 15. Need for 3rd Party CertificationShow upfront that your data management and privacy practices are of the highest standard Certification of your service platform Dispute resolution Privacy policy/terms of service Regular review/updates
    16. 16. Privacy and Transparency From the Ground Up  Privacy certification: Service Platform  Validation of the total data lifecycle  Ensure clean consumer data and with user permissions
    17. 17. Privacy and Transparency Across the Board Privacy Certification: As a marketer  Trust consistent throughout the customer experience  Highest standards in privacy Requiring partners to be certified as well  Creating more transparency
    18. 18. Streamlined Our Ability to Do Business Lower customer acquisition costs by minimizing the back and forth during the due diligence process Remove sales barriers by addressing one of the top customer concerns up front Gain competitive advantage by showing your commitment to data privacy Focus on growing our business and let the experts advise on data privacy
    19. 19. Results Ability to address privacy concerns upfront  More trust from our customers  More trust from network of partners Shorter sales cycles  Increased revenues  Ability to win larger network of partners and better data Client and partner trust and transparency TRUSTe Certification is a CRITICAL compliment for your business
    20. 20. Q&ACONFIDENTIAL 20