Alex Jenkins

‘SAY SOMETHING

PROVOCATIVE’

Alex Jenkins

Editor, Contagious I/O

@contagious

@A_J

YOU STAND ON

THE BRINK OF

FUCKING UP

THE FUTURE

of brands could cease to exist and most people wouldn’t care

Source: Havas Media, Meaningful Brands

73%

‘Advertisers: make my life better,more interesting, more entertainingor leave me the f*ck alone.’

- Jared Leto, Cannes Lions 2014

A PRISM darkly

increase in number of data breaches between2012 and 2013

Source: Symantec

62%

‘Some might argue that Heartbleed is the worst vulnerability found since commercial traffic began to flow on the internet.’- Joseph Steinberg, Forbes

5,840 cyber attacks on the US in 45 minutes

Cornell / Emotional Contagion study

of people say that their privacy concerns have risen in the past 12 months

Source: GfK

60%

DuckDuckGo queries per day

‘Privacy is no longer a social norm’

Facebook / Privacy Checkup

Facebook: Privacy Checkup

‘If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place.’

- Eric Schmidt, 2009

‘In hawks versus doves, hawks win. Fight for your privacy.’

- Eric Schmidt, 2014

‘We built WhatsApp around the goal of knowing as little about you as possible:

You don’t have to give us your name We don’t know your birthday. We don’t know your home address. We don’t know where you work. We don’t know your likes, what you searchfor on the internet or collect yourGPS location.

None of that data has ever been collected and stored by WhatsApp, and we have no plans to change that.’

- WhatsApp founders, 2014

46% fall in profit in Q4

$61m in associated costs

46% fall in profit in Q4

$61m in associated costs

X

81%of people in the UK have considered no longer using a product or service over concerns about how it was using their personal data

Source: Contagious/Opinium

54%of people in the UK aged 18-34 have stopped using a product or service because they were worried about how it was using their personal data


68%of people in the UK who earn more than £90k have switched brands due to privacy concerns


of people want more regulation around how brands interact with their data


80%

of people trust marketers with theirpersonal data

Source: GfK

<40%

‘Big data analytics have the potential to eclipse longstanding civil rights protections in how personal information is used in housing, credit, employment, health, education and the marketplace.

Americans’ relationship with data should expand, not diminish, their opportunities and potential.’

- White House report on Big Data, May 2014

Circles of trust

Beware the digital blur

The ‘Meat Space Data Race’

‘I think there's a big difference in terms of the expectation of privacy between Netflix and Gmail...

It is off-putting to see a targeted ad based on an email I have sent. It makes me think my email is being read by someone.’

- Gen X, Male (Contagious/Flamingo)

‘I know that Amazon are tracking my reading material, but I don't really mind because this is allowing them to target their marketing specificallyto my needs.’

- Boomer, Female (Contagious/Flamingo)

‘We have not been clear enough about thesensitive topic of customer data.

These responses clearly demonstrate that there are a lot of questionsand concerns about the protection of customer data, for which I sincerely apologise.’

- Nick Jue, Chairman, ING

SO WHAT SHOULD

BRANDS DO?

Extracted, scraped, captured

EARNING

IS BETTER THAN

EXTRACTING

RETURN ON

PERSONAL

INFORMATION

DMOA / Free membership for data

DMOA / Free membership for data

Build In Privacy By Design

‘

END-TO-END

PRIVACY

‘Companies need to think more strategically about what data they really need.

Do they need to collect precise geolocationdata to serve a targeted ad? If so, do they need to store it? How do they store it?

How much detail do they really need to keep?’

– Mary Ellen Callahan, former chief privacy officer, US Dept of Homeland Security’

‘

Don’t be an asshole

THANK YOU

Alex Jenkins

Editor, Contagious I/O

@contagious

@A_J

Technology

Alex Jenkins