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2015 National BDPA Technology Conference
Big Data: Cool, Creepy or Privacy Violation?
Arlonda Stevens
August 18-22, 2015
Washington, DC
Presentation Objectives
You will…
1. Be able to define “creepy”
2. Understand key factors that lead to perceived creepiness
3. Gain a broader awareness as to why you need to protect consumer data from misuse and abuse
4. Learn new ways to minimize perceived creepiness
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Agenda
Cool or Creepy?
What Is Creepy? Problem of Practice Motivation for Study Research, Findings & Creepy Quadrant
Impact of Creepiness on the Firm
Minimize Creepy Trust Transparency Control
Conclusion Discussion Questions and Answers
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Dilbert on Data
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Cool, Creepy or Privacy Violation?
What is your reaction?
You are a member of the Loyalty and Rewards program at your local grocery store. In order to reap the savings benefits your card is swiped at the beginning of your purchase.
At the end of your purchase, along with your receipt, you receive coupons for products that you frequently purchase.
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Cool, Creepy or Privacy Violation?
*Ur, B., Leon, P. G., Cranor, L. F., Shay, R., & Wang, Y. (2012, July). Smart, useful, scary, creepy: perceptions of online behavioral advertising. In Proceedings of the Eighth Symposium on Usable Privacy and Security (p. 4). ACM.
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Cool, Creepy or Privacy Violation?
PORSCHE MAKES DIRECT MAIL PERSONAL... AND A LITTLE BIT CREEPY
2015 National BDPA Annual Technology Conference
https://vimeo.com/46439060
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What Is Creepy?
Eerie feeling Scary Big Brother Watching Invasion of Privacy Unexpected Use of Information Know too much
NO UNIFIED DEFINITION, BUT A COMMON
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Feeling
Problem of Practice
THEY SAY WE SAY
Marketers Data Brokers Data Aggregators Online Advertisers Government
Internet Users Consumers Privacy Advocates
Problem: Increasing consumer concern over the collection, use and sharing of personal information and the analytics
resulting in inferred profiles and behavior9
Motivation For Study
Term frequently used to describe marketing messages
Growing consumer concern over collection and use of data 91% of consumers concerned about data collection and use
practices (Pew Research Report, 2014)
Collision of Marketing & Privacy
Personalized Communication – based on Big Data Analytics Right Message, Right Person, Right Time
Big data benefits at the expense of consumer privacy
2015 National BDPA Annual Technology Conference
What is really behind the word “creepy” –
what do we really mean?10
Phase I - Research Overview
Phase I: Qualitative - What is Creepy?
Towards Understanding That Eerie Feeling When It Seems the Internet "Knows" You
Two Questions
1. What is Creepy?
2. What key factors make a personalized communication or ad creepy?
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Phase II - Research Overview
Phase II: Quantitative -Demystifying Creepy Marketing Communications
Two More Questions
1. To what extent does online information privacy concerns, perceived surveillance, perceived anonymity and transparency affect an unsolicited personalized marketing communication to be perceived as “creepy”
2. To what extent does consumer-firm trust mediate these
factors on perceived creepiness?
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Defining Creepy
Creepy is…
An emotional reaction to an experience, interaction or unsolicited communication
where personal information has been unknowingly collected and used invoking
feelings of apprehensiveness and unsettlement.
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Creepy is about emotional reaction
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8 Key Findings
1. Creepy Is Widespread
2. Creepy and Privacy Intrusive are related, BUT Different
3. “THEY” are in Control
4. Lack of Control led to safeguarding information even when nothing to hide
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8 Key Findings
5. Experience Of Creepy Does Not Diminish Internet Usage
6. Transparency has a negative effect on the perceived creepiness
7. Control has a negative effect on perceived creepiness
8. Online privacy concerns has a positive effect on perceived creepiness
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What Creepy Is Not
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Creepy doesn’t necessarily mean a privacy intrusion
2015 National BDPA Annual Technology Conference
Transparency ~ Control ~ Trust
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So what! & Why Does This Matter?
Awareness of consumer concerns expectations
Marketers & Technologists, Data handlers understand interplay of transparency, trust and control
Companies change behaviors
Avoid harm
Protect brand and reputation
Avoid government sanctions
Trust/Distrust – Consumer Firm
Know creepy to avoid creepy!2015 National BDPA Annual Technology Conference 19
What Can You Do?
Transparency ~ Control ~ Trust
Privacy By Design
Protect and Safeguard Customer Information from nefarious uses
Voice of Reason – just because we can, should we?
Be Transparent ~ Disclosure
Consumer Control ~ Opt Out
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You Can…
Implement Privacy By Design (PbD)
Concept developed by the former Information and Privacy Commissioner of Ontario, Dr. Ann Cavoukian in the 90’s,
Imbed privacy throughout the design process
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Privacy By Design (PbD)
Founded on 7 Key Principles
1. Proactive not Reactive; Preventative not Remedial
2. Privacy as the Default Setting
3. Privacy Embedded into Design
4. Full Functionality – Positive-Sum, not Zero-Sum
5. End-to-End Security – Full Lifecycle Protection
6. Visibility and Transparency – Keep it Open
7. Respect for User Privacy – Keep it User-Centric
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You Can…
Protect and Safeguard Customer Information from nefarious uses
Technology Processes Educate Data Handlers
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You Can…
Voice of Reason – just because we can, should we?
Able to inform colleagues about uses and misuses of data
Consumer perspective
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You Can…
Be Transparent
Disclosure to consumers on data collection, use and sharing practices
Cookies used or other tracking tactics and devices
Privacy Notice
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You Can…
Provide Consumers with Control
Allow consumers to Opt Out Allow consumers to obtain information
that you have about them Allow consumers to correct inaccurate
information
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Big Data
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Cool, Creepy or Privacy Violation?
Conclusion
Comments & Discussion
Questions & Answers
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Contact Information
Arlonda Stevens, Privacy AdvisorPNC Bank
PhD. Candidate, 2016Weatherhead School of Management
Case Western Reserve University, Cleveland, OhioEmail:
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