Breaking Down Privacy Barriers: Strategies to Managing Customer Data

Presented by: David Fowler, Chief Privacy and Deliverability Officer at Marketfish

Tina Hou, Director of Product Marketing at TRUSTe

Moderator: Heidi Cohen, President, Riverside Marketing Strategies

Sponsored by:

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Breaking Down Privacy Barriers

Strategies for Managing Customer Data

March 14, 2012

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Leader in Privacy Management Solutions• 14 years of privacy experience

• Robust technology platform

• #1 privacy brand & trustmark

TRUSTe overview

Comprehensive Solution Suite• All online channels

• Global coverage

• Self- and full-service options

Large / Loyal Customer Base• Over 5,000 clients

• SMB through Fortune 500

• Cross vertical solutions

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Businesses want to use it, and consumerswant to protect it

Data is a critical asset

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2011Acquisition of Borders delayed due to questions over privacy rights of 46M email subscribers

2011Google settles FTC charges over “Google Buzz” privacy issues; company gets 20-year oversight period

2011Apple and Google weather “location gate” privacy scandal over their mobile devices. Apple changes collection practices in response.

2011Netflix faces multiple privacy lawsuits over its data storage practices.

2011OnStar forced to reverse location tracking policy following privacy outcry

2011Broken Thumbs Apps settles FTC charges that it violated children’s privacy law – company is fined and forced to destroy the data

2011nebuAd settles $2.4 million privacy lawsuit over behavioral targeting practices

2011Following media scrutiny over privacy practices, Microsoft ceases to use “supercookies” to track users on its website

2011Playdom fined $3 million for violating children’s online privacy

2012Path social network app accessing address books without permission

Privacy mistakes are under the microscope

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Long sales cycles

High cost of sale

Lost business

Business implications: Cloud adoption is handicapped due to privacy concerns

Privacy is one of the top three obstacles to adoption of cloud computing by businesses. – � KPMG 2010 Cloud Computing Survey

become barriers to sale

Privacy and Compliance

Security

Legal

Customer fears…

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Data breaches, location-based services, cloud computing, offshoring,

context-awareness and regulatory changes will dominate the privacy

officer's agenda in 2011 and 2012.”

– Carsten Casper, Gartner

Impact on Cloud and SaaS providers

3rd party service providers need to show

– strict and consistent data handling practices

– a comprehensive privacy policy and adherence to these policies

– available recourse for customers should there be a lapse in the way data is handled

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Establishing data management practices

Types of data collected

Access and storage

Third-party info sharing

Actual Practices

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Be sure to:

• Build privacy into contracts

• Review partner privacy policies

• Ensure partners meet a minimum standard of data protection

Assure that your partners do the same

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You handle data responsibly. Prove it upfront.

• Address the privacy concern before it can slow down sales

• Differentiate yourself as a privacy-focused business

• Give peace of mind to customers

Third-party certification that your privacy practices adhere to the highest standards.

Streamline your ability to do business

Case Study

David Fowler,

Chief Privacy & Deliverability Officer

March 14, 2012

Proprietary & Confidential

Marketfish Overview

Marketfish is the only fully automated lead generation platform that offers free access to an online marketplace for email and postal lists as well as the ability to build and execute marketing campaigns, all in under thirty minutes.

Marketfish's cloud-based platform enables users to reach their perfect audience in seconds, build a campaign, and then track performance using real-time data. With a pay-by-campaign model, users only pay for what they use.

Our Privacy Challenge

Growth in an industry mired in data privacy and compliance issues

Mistrust due to shady characters in list management business Marketfish needed to:

Differentiate via transparency of data management and privacy practices

Ensure same privacy standards throughout their network of providers

Foster corporate leadership with our 200(+) million database Change the market and disrupt the norm pertaining to the

channel Provide marketers with better data to make smarter decisions

Approach

Provide privacy and transparency from the ground up Used certification as a “privacy by design” building block Determined up front the privacy value proposition and not

an afterthought Streamlined our privacy position in line with client

expectations Held partners and vendors accountable for privacy

compliance Changed the product model in the age of “big data”

Need for 3rd Party Certification

Show upfront that your data management and privacy practices are of the highest standard

Certification of your service platform Dispute resolution Privacy policy/terms of service Regular review/updates

Privacy and Transparency From the Ground Up

Privacy certification: Service Platform Validation of the total data lifecycle Ensure clean consumer data and with user

permissions

Privacy and Transparency Across the Board

Privacy Certification: As a marketer Trust consistent throughout

the customer experience Highest standards in privacy

Requiring partners to be certified as well Creating more transparency

Streamlined Our Ability to Do Business

Lower customer acquisition costs by minimizing the back and forth during the due diligence process

Remove sales barriers by addressing one of the top customer concerns up front

Gain competitive advantage by showing your commitment to data privacy

Focus on growing our businessand let the experts advise on data privacy

Results

Ability to address privacy concerns upfront More trust from our customers More trust from network of partners

Shorter sales cycles Increased revenues Ability to win larger network of partners and better data

Client and partner trust and transparency TRUSTe Certification is a CRITICAL compliment for your

business

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Q&A