2. Fatemeh Khatibloo, Principal Analyst Enza Iannopollo, Researcher
Privacy: Make It A 2016 Strategic Initiative Or Lose Customers. The Choice Is Yours
Fatemeh Khatibloo, Principal Analyst
Enza Iannopollo, Researcher
December 1, Call in at 12:55 p.m. Eastern time

4. We’re in an era of amazing innovation

5. These technologies improve our lives

6. And enable hyperpersonalization

7. Image source: Falsefab (https://falsefabs.wordpress.com/)

8. 56% worry about identity theft.
Source: Forrester’s North American Consumer Technographics® Consumer Technology Survey, 2015

9. 33% worry that their data is being permanently recorded.
Source: Forrester’s North American Consumer Technographics® Consumer Technology Survey, 2015

10. 44% worry that apps are collecting information without their consent.
Source: Forrester’s North American Consumer Technographics® Consumer Technology Survey, 2015

11. 22% look for specific topics in privacy policies.
Source: Forrester’s North American Consumer Technographics® Consumer Technology Survey, 2015

12. And they’re finding tools to protect themselves
Source: Forrester’s North American Technographics® Media And Advertising Online Benchmark Recontact Survey, and Forrester’s North American Consumer Technographics Consumer Technology Survey, 2015

13. And seeking active enforcement of their privacy rights, too!
are launching a class-action
against Facebook for privacy violation.
25,000 !
38,000
triggered regulatory enforcement
action in the UK alone in 2015. !
350,000
asked a search engine “to be forgotten.”
Base: European customers

14. You must think differently about privacy to thrive.

15. Here’s what we predict for 2016.

16. 1. The EU will take its first GDPR actions
5% of global revenue

17. 2. Regulators will compete to soothe consumer privacy outrage with massive fines

18. 3. Firms will try — and fail — to circumvent privacy rules

19. 4. Firms will spend millions on consulting for data protection guidance
Image source: The Big Four Christmas Fantasmic 2013

20. 5. Mobile wallet adoption will break traditional data collection

21. 6. Privacy-friendly features will become part of the “freemium” trend

22. 7. Qualified privacy professionals will have their pick of jobs

23. 8. Ad blocking will be a privacy battleground
20% of consumers have enabled “do not track” in their browser.
26% of consumers have enabled an ad-blocking tool.
14% of consumer use “tracker trackers” like Ghostery or Collusion.

24. What’s an organization to do?

25. Make privacy a strategic business initiative.

26. Get the right people involved
Identify an executive sponsor to champion privacy as your firm’s next business opportunity and competitive differentiator.
Create a cross-functional privacy working group with stakeholders from marketing, CX, analytics, and product in addition to the usual suspects.
Involve privacy peers in your initiatives at an early stage. As you push the boundaries on data usage, they will identify the right guardrails.
Orchestrate and execute against a privacy strategy that reflects different geographical requirements.

27. Figure out what you’re really doing
Do you take a “can we” or a “should we” approach to data use?
Aggressively audit your data collection and use practices.
What advertising and marketing technologies live on your website?
What kinds of retail or location-based analytics do you run?
Do you respect customer opt-outs? How can you be sure?
Feed the results to your privacy peers as they perform privacy assessments. And, if they are not doing it, push them to do it!
Work with your S&R peers to evaluate the security features of the technologies that you use.
We’re betting you’ll find plenty of skeletons.

28. Get your vendor house in order
Partner with privacy and security experts to assess your vendor relationships to ensure compliance with your firm’s privacy policies.
This isn’t just about keeping data secure — although that’s critically important.
It’s also about being on the same page as your vendors, ethically.
Communicate your privacy vision and posture clearly to your partners.
Work with your S&R and privacy peers to audit your partners’ data-handling practices. Your ability to meet some privacy requirements hinges on them!

29. Fund privacy properly to bolster capabilities
Break out of the compliance-based funding rut.
Good privacy isn’t free, but neither is it purely a cost center.
Create an opportunity-based business case.
Publishers and services vendors can test tiered versions of their offerings.
Brands can reduce opt-outs and let customers provide communication and content preferences at the same time.
Privacy budgets should include:
Headcount.
Technology investments.
Services.

30. Make contextual privacy your framework
Contextual privacy: A business practice in which all collection and use of personal data is consensual, within a mutually agreed upon context, for a mutually agreed upon purpose

31. Make contextual privacy your framework
Are there times of the day you don’t want me to track you?
Are there days of the week where my ads might serve you better?
Temporal — When can I collect and use data about you?
Is it OK to track you when you’re in my store (or geofence)?
Can I track your location any time my app is running?
Spatial — Where can I collect and use data about you?
Can I use your information for partner ads and offers?
Can I use your information to send you customized content in my app or website?
Functional — How can I collect and use data about you?
Can I connect your identity across devices? Are there devices I should exclude?
Is there particular data you don’t want me to attach to your identity?
Identity — What persona are you when I interact with you?
Can I share data about your browsing habits with my marketing partners?
Can I share your activities with your social network?
Social — Who can I share information about you with?

32. Make contextual privacy your framework
Provide insights into changing customer sentiment, preferences, and behavior.
Identify revenue-generating business opportunities.
Communicate data use practices to customers.
Adjust customer data use practices to align with contextual privacy.
Understand how to capitalize on changing global privacy requirements.
Build privacy practices and skills; implement technology to engineer and operationalize contextual privacy practices.
Prioritize BT investments for privacy-led opportunities.
Provide guidance on technical tools to improve the organization’s practices.
Marketers and business
Business technology

33. Key takeaways
Your customers’ sophistication about and desire for privacy will grow, and they will continue to vote with their wallets and protect themselves with technology.
Meanwhile, regulators will heftily fine companies that abuse trust and data.
Companies that respect their customers’ personal data and privacy preferences will earn trust and loyalty.
Companies that treat customer privacy as an afterthought will fail.
Companies with a cross-functional, customer-centric approach to privacy will succeed.
The bottom line: Companies must make privacy a strategic initiative or perish.

34. Fatemeh Khatibloo
Enza Iannopollo
+44 (0)