Data Protection Conference 2009 “Personal data – more use, more protection?” Profiling, Risk Assessment & Advertising 19 May 2009 by Alastair Tempest, Director General Federation of European Direct and Interactive Marketing

Merchants have always held information on their customers

Managing Customers’ Expectations Confidence, Trust & Respect Databases, CRM, relationship

Amazon – your preferences

More media = greater sophistication mail TV Radio Print Unaddressed E-Commerce Mobile Telephone Specialized print Word of mouth Sales promotion Sponsorship

Targeting, profiling, keeping data up- to-date Customers want relevant information; Targeting cuts waste, improves sales. Profiling – a tool for targeting. Keeping databases up-dated. Preventing irratation by selecting the right medium for each customer.

EU’s Data Protection Principles Permit flexibility & safeguard balance of interests Are media neutral Encourage codes to deal with details – cooperation between the stakeholders Challenge: applying existing principles - enforcement

Transparency, accountability, responsibility Basis for trust, confidence & respect between marketer & customer/consumer Business depends on acquiring & then retaining customers! Thank you