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© iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

© iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

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Page 1: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

© iCompli Ltd. 2010

‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT

Big Data, Privacy and Revenue

Page 2: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

The next 20 minutes

Big Data Consumer Surveillance ‘Whatever’ I’m a marketer

Page 3: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Remind me, what is Big Data? VOLUME

Big data uses massive datasets VELOCITY

In motion, real time, now VARIETY

Combining datasets

Page 4: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Page 5: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

The ‘Give-Get’ equation

When consumers feel they're getting a tangible benefit for their personal information, their resistance to data collection starts to fade

Big Data has the power to be truly transformative, but it is critical that we first understand its psychological and ethical implications

Page 6: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Just consider for a minute..‘Findings suggest that HIV status is associated with sexual risk behaviours and SNS use among SNS-using MSM. We discuss the implications for online HIV prevention’.

Page 7: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

That’s No Phone. That’s My Tracker Role of

monitoring in in the exploitation of user generated content

Prediction is the data-

fuelled fantasy of interactive marketing

Javi

er J

aén

Ben

avid

es

Page 8: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Page 9: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

“Allow your phone to

learn places you

frequently visit in order

to provide useful

location-related

information”

Page 10: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Let’s change the words; Still happy?”

“Allow your phone [Apple Inc., law enforcement agencies and insurers] to learn places you frequently visit in order to provide useful location-related information”

“Transparency”

“Intervenability”

Page 11: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Page 12: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Page 13: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

WONGA Privacy

“we may collect information about your computer including, where available, your IP address, operating system and browser type – for the purposes of system and loan administration and product improvement”

Page 14: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Before I lose you..

I’m a marketer, am I

bothered?

Page 15: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

“USING CONSENT AWARENESS TO INCREASE

LEAD GENERATION SUCCESS”

Page 16: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

General Data Protection Regulation

New EU law on privacy AFFECTING marketers

Likely to be finalised 2016 and in force 2018 You WILL have to MAKE CHANGES CONSENT is central to the law

Page 17: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

3 Key Elements of consent

CONTROL

Autonomous, Self determination

TRAN

SPA

REN

CY

Consent must be informed

NOTIFICATION

Express my wishes (how an when)

Page 18: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

So what constitutes consent today? “The data Subject’s consent shall mean any

freely given specific and informed indication of his wishes by which the data subject signifies his agreement to personal data relating to him being processed”.

95/46/EC Article 2(h)

“... any ... indication of his wishes ... signifies ...”

In principle there are no limits as to the form consent can take

Page 19: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

What constitutes a forward thinking view of consent

the data subject's consent' means any freely given 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 to personal data relating to them being processed’.TRANSPARENCY

NOTIFIED or EXPRESSED

CONTROL

Page 20: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

Plumber’s tap

Page 21: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

7 Key Take Aways

1. Always seek consent for specific uses of PII, e.g. email marketing2. Consent is acquired and evidenced through unambiguous,

informed, indication3. Consent will resist scrutiny when you have been explicit i.e.

providing all the information required to make an informed decision

4. Global Framework includes a consistent approach to the mechanism of acquiring consent

5. Purpose statements (privacy policies) are written to support the development of new business and deliver transparency

6. Use of PII is globally controlled to an agreed purpose statement – no loose canons

7. Operate to the highest level of consent management achievable with current marketing systems and specify new systems which enhance consent management.

Page 22: © iCompli Ltd. 2010 ‘CONSUMER SURVEILLANCE’ AND THE POWER OF CONSENT Big Data, Privacy and Revenue

Copyright iCompli® Limited 2015

About your speaker and iCompli®

iCompli® LimitedKemp House, London EC1V 2NX

Duncan SmithMain: 0844 88 44 235email: [email protected]: www.icompli.co.ukBlog: http://icompli.blogs.com/Twitter: @duncan_icompli