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© 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved.
Managing a Comprehensive Program: Building Accountability –
Measuring Effectiveness
Sheila Colclasure
Acxiom, Global Public Policy and Privacy Officer
06-06-14
© 2013 Acxiom Corporation. All Rights Reserved.
Introduction
• Acxiom - information services and data
products company $1 billion US annual
revenue
• Mature Privacy Program
• Privacy Program Design
• Accountability and measurement
2
© 2013 Acxiom Corporation. All Rights Reserved.
Mature Privacy Program
- Established 1991
- Strong support from CEO and Exec Team
- Report to Global General Counsel w/n Legal Org
- Global in Scope with regional specialists
- Evolved and extended over time
- Extreme pivot to Digital 48 months ago
3
© 2013 Acxiom Corporation. All Rights Reserved.
Privacy Program Design
Supports ethical practices of Company
Protect and extend Brand Trust
Four constituencies: clients, shareholders, employees,
individual consumers
Use based:
marketing uses
fraud detection and prevention uses
sectorally regulated (FCRA, HIPAA, etc)
Education
Required annual privacy education & test
Job-role specific education
Privacy Certification Series
*AboutTheData.com for Consumers – transparency
* Digital Literacy Initiative
4
© 2013 Acxiom Corporation. All Rights Reserved.
Accountability & Measurement
Client Credentialing: Legitimate entity, legitimate interests» on-site inspection possible
Vendor Screening and Accountability Program » You are your vendors keeper
Privacy Impact Assessment » Understanding and applying the rules to business processes is complex –
yet critical
» Computer Code is the Conduct
Line of business accountability» Leadership required to be accountable for the operational compliance of
their products, solutions, services
Individual employee accountability » Achieve excellence - each employee accountable for applying rules, issue
spot, report problems
Assurance Reviews- Fair Information Practices – annually
- Functional Area/Line of Business Audits
5
© 2013 Acxiom Corporation. All Rights Reserved.
Industry Groups and Self-Regulatory Groups w/ Codes of Conduct
6
• International Association of Privacy
Professionals (IAPP — a worldwide
organization)
• Direct Marketing Association
• Digital Advertising Alliance
• Interactive Advertising Bureau
• Email Sender and Provider Coalition
• Coalition for Sensible Public Record
Access
• Policy and Economic Research Council
• National Business Coalition for
Ecommerce & Privacy
• California Chamber of Commerce
• Arkansas Chamber of Commerce
• Conference of Western Attorneys
General
• Mobile Marketing Association
• Information Accountability Foundation
• Asia Digital Marketing Association (ADMA)
• Asia Chapter of the American
• Chamber of Commerce (AMCHAM)
• Ad:Tech Asia
• Hong Kong Direct Marketing Association
(HKDMA)
• Direct Marketing Association of Singapore
(DMAS)
• Australian Association for Data- Driven
Marketing & Advertising
• New Zealand Marketing Association (NZMA)
• Brazilian Direct Marketing Association
(ABEMD)
• Brazilian Chapter of the American
Chamber of Commerce (AMCHAM)
• Brazilian Interactive Advertising
• Bureau
U.S. and Canada Asia/Pacific and Latin America
© 2013 Acxiom Corporation. All Rights Reserved.
Industry Groups and Self-Regulatory Groups w/ Codes of Conduct
7
• International Chamber of Commerce (ICC)
• Federation of European Direct and
Interactive Marketing Associations
(FEDMA)
• European Privacy Advisory Group (EPAG)
• French National Syndicate of Direct
Marketing (SNCD: Syndicat National de la
Communication Directe)
• French Privacy Offi cers’ Association
(AFCDP: Association Française des
Correspondants Données Personnelles)
• Interactive Advertising Bureau France
• German Direct Marketing Association (DDV:
Deutsche Direktmarketing Verband)
• German Federal Association of Digital
Economy (BVDW: Bundesverband Digitale
Wirtschaft)
• German Association for Data Protection
and Data Security (GDD: Gesellschaft für
Datenschutz und Datensicherheit)
• Dutch Association of Data Protection Offi
cers (NGFG: Nederlands Genootschap
van Functionarissen voor de
Gegevensbescherming)
• Polish Direct Marketing Association (SMB:
Stowarzyszenie Marketingu
Bezposredniego)
• Polish Information Security Administrators
Association (SABI: Stowarzyszenie
Administratorów Informacji)
• Interactive Advertising Bureau Poland
(Związek Pracodawców Branży
Internetowej IAB Polska)
• UK Direct Marketing Association (DMA)
• Interactive Advertising Bureau UK
Europe
© 2013 Acxiom Corporation. All Rights Reserved.
Continuing our efforts around Accountability…
• First ever Consumer Access Portal – launched 9/4/13
• Clear and public articulation of Acxiom’s consumer privacy position
• User Management Improvements:
• Strengthen security and increase consumer confidence
• Improve Usability
• Internationalization: Initial steps, country by country approach to globalize ATD
• China (Launched Jan, cookie opt out)
• Australia (Launched March, cookie opt out)
• Coming up: New Zealand, Japan
In the works:
• Offline Data: Core Data used for both online and offline marketing
• Next step: increase value for participating in managing data
AboutTheData
© 2013 Acxiom Corporation. All Rights Reserved.
Launched 9/4/13
• # of visitors: 550K
• % returning users: 17%
• % opt out: 2%
• % creating accounts 37%
• % editing:12%
AboutTheData
AboutTheData
© 2013 Acxiom Corporation. All Rights Reserved.
Accountability to the Consumer
10
© 2013 Acxiom Corporation. All Rights Reserved.
Acxiom Privacy Group Leadership
11
© 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved.
Thank you!