breaking down privacy barriers: strategies to managing customer data
TRANSCRIPT
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 TRUSTe
Moderator: Heidi Cohen, President, Riverside Marketing Strategies
Sponsored by:
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Breaking Down Privacy Barriers
Strategies for Managing Customer Data
March 14, 2012
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Leader in Privacy Management Solutions• 14 years of privacy experience
• Robust technology platform
• #1 privacy brand & trustmark
TRUSTe overview
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 solutions
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Businesses want to use it, and consumerswant to protect it
Data is a critical asset
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2011Acquisition of Borders delayed due to questions over privacy rights of 46M email subscribers
2011Google settles FTC charges over “Google Buzz” privacy issues; company gets 20-year oversight period
2011Apple and Google weather “location gate” privacy scandal over their mobile devices. Apple changes collection practices in response.
2011Netflix faces multiple privacy lawsuits over its data storage practices.
2011OnStar forced to reverse location tracking policy following privacy outcry
2011Broken Thumbs Apps settles FTC charges that it violated children’s privacy law – company is fined and forced to destroy the data
2011nebuAd settles $2.4 million privacy lawsuit over behavioral targeting practices
2011Following media scrutiny over privacy practices, Microsoft ceases to use “supercookies” to track users on its website
2011Playdom fined $3 million for violating children’s online privacy
2012Path social network app accessing address books without permission
Privacy mistakes are under the microscope
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Long sales cycles
High cost of sale
Lost business
Business implications: Cloud adoption is handicapped due to privacy concerns
Privacy is one of the top three obstacles to adoption of cloud computing by businesses. – � KPMG 2010 Cloud Computing Survey
become barriers to sale
Privacy and Compliance
Security
Legal
Customer fears…
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Data breaches, location-based services, cloud computing, offshoring,
context-awareness and regulatory changes will dominate the privacy
officer's agenda in 2011 and 2012.”
– Carsten Casper, Gartner
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
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Establishing data management practices
Types of data collected
Access and storage
Third-party info sharing
Actual Practices
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Be sure to:
• Build privacy into contracts
• Review partner privacy policies
• Ensure partners meet a minimum standard of data protection
Assure that your partners do the same
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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.
Streamline your ability to do business
Case Study
David Fowler,
Chief Privacy & Deliverability Officer
March 14, 2012
Proprietary & Confidential
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.
Marketfish's 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.
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
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”
Need for 3rd Party Certification
Show 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
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
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
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 businessand let the experts advise on data privacy
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
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Q&A