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© 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
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
Copyright iCompli® Limited 2015
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
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’.
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
Copyright iCompli® Limited 2015
Copyright iCompli® Limited 2015
“Allow your phone to
learn places you
frequently visit in order
to provide useful
location-related
information”
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”
Copyright iCompli® Limited 2015
Copyright iCompli® Limited 2015
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”
Copyright iCompli® Limited 2015
Before I lose you..
I’m a marketer, am I
bothered?
Copyright iCompli® Limited 2015
“USING CONSENT AWARENESS TO INCREASE
LEAD GENERATION SUCCESS”
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
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)
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
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
Copyright iCompli® Limited 2015
Plumber’s tap
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.
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