Can Data Privacy Be Good for Brands?
The opinions expressed in this presentation do not constitute or represent legal advice. No liability is accepted by the presenters or W2O Group for any action taken or not taken based on the information in this presentation or any associated communications. W2O Group recommends review and approval of any related activities, actions, or inactions by your legal representatives. Any and all information is subject to change.
Why Privacy Matters
Why Privacy Matters
Why Privacy Matters
“You have zero privacy anyway. Get over it.” – Scott McNealy, CEO, Sun Microsystems, 1999 + 2015
“You have zero privacy anyway. Get over it.” – Scott McNealy, CEO, Sun Microsystems, 1999 + 2015
“You have zero privacy anyway. Get over it.” – Scott McNealy, CEO, Sun Microsystems, 1999 + 2015 "If you're doing something that you don't want other people to know, maybe you shouldn't be doing it in the first place.” – Eric Schmidt, Chairman, Google, 2009
“When you get home, email me the passwords to all of your email accounts, not just the nice, respectable work one, but all of them .”
“When you get home, email me the passwords to all of your email accounts, not just the nice, respectable work one, but all of them .” – Glenn Greenwald, Why Privacy Matters TedGlobal Talk 2014
“When you get home, email me the passwords to all of your email accounts, not just the nice, respectable work one, but all of them .” – Glenn Greenwald, Why Privacy Matters TedGlobal Talk 2014
“When you get home, email me the passwords to all of your email accounts, not just the nice, respectable work one, but all of them .” – Glenn Greenwald, Why Privacy Matters TedGlobal Talk 2014
“When you get home, email me the passwords to all of your email accounts, not just the nice, respectable work one, but all of them .” – Glenn Greenwald, Why Privacy Matters TedGlobal Talk 2014
“When you get home, email me the passwords to all of your email accounts, not just the nice, respectable work one, but all of them .” – Glenn Greenwald, Why Privacy Matters TedGlobal Talk 2014 “Don’t worry, I won’t be evil.” – Google motto, paraphrased dropped from code of conduct in 2015
What’s changed?
GDPR adopted in landslide vote, enforceable May 2018
GDPR adopted in landslide Christopher Wylie and the vote, enforceable May 2018 Cambridge Analytica Scandal March 2018
Equifax Breach Facebook Data Deals GDPR adopted in landslide Christopher Wylie and the Marriot Mega-Breach Spectrum Health Breach Facebook Access Tokens vote, enforceable May 2018 Cambridge Analytica Scandal Citrix Breach Leak March 2018 Verifications.io Breach MyFitnessPal Breach British Airways Breach Adobe Breach T-Mobile Breach Apollo Breach Quora Breach LinkedIn Breach Exactis Leak ShareThis Breach Panera Bread Records Leak Adapt Breach Google+ Breach Creative Technology Breach Facebook Messages Elacticsearch Breach Facebook App Data Strava Fitbit Maps Google GDPR Fine Facebook Dev Photo Bug
Equifax Breach Facebook Data Deals GDPR adopted in landslide Christopher Wylie and the Marriot Mega-Breach Spectrum Health Breach Facebook Access Tokens vote, enforceable May 2018 Cambridge Analytica Scandal Citrix Breach Leak March 2018 Verifications.io Breach 2bn MyFitnessPal Breach British Airways Breach Adobe Breach T-Mobile Breach Apollo Breach Quora Breach LinkedIn Breach Exactis Leak ShareThis Breach Panera Bread Records Leak Adapt Breach Google+ Breach Creative Technology Breach Facebook Messages Elacticsearch Breach Facebook App Data Strava Fitbit Maps Google GDPR Fine Facebook Dev Photo Bug
¯\_( ツ )_/¯
The risk of harm is real.
The risk of harm is real.
The risk of harm is real.
The risk of harm is real.
An introduction…
Meet Alastair Mactaggart
Meet Alastair Mactaggart
Meet Alastair Mactaggart
Meet Alastair Mactaggart
Fall, 2017 • Hired Ashkan Soltani • Created ballot initiative March, 2018 • Cambridge Analytica May 2018 • 2x Signatures Required
Fall, 2017 • Hired Ashkan Soltani • Created ballot initiative March, 2018 • Cambridge Analytica May 2018 • 2x Signatures Required
Fall, 2017 • Hired Ashkan Soltani • Created ballot initiative March, 2018 • Cambridge Analytica May 2018 • 2x Signatures Required
Assemblyman Chau and Senator Herztberg
Assemblyman Chau and Senator Herztberg
Fall, 2017 • Hired Ashkan Soltani • Created ballot initiative Assemblyman Chau and Senator Herztberg March, 2018 • Cambridge Analytica May 2018 • 2x Signatures Required June 28, 2018 • CCPA Passed
Fall, 2017 • Hired Ashkan Soltani • Created ballot initiative March, 2018 • Cambridge Analytica May 2018 • 2x Signatures Required June 28, 2018 • CCPA Passed
Fall, 2017 • Hired Ashkan Soltani • Created ballot initiative March, 2018 • Cambridge Analytica May 2018 • 2x Signatures Required June 28, 2018 • CCPA Passed – zero no votes
Chaotic Times are Ahead
Chaotic Times are Ahead
For brands and marketers, data and privacy ethics are now a competitive differentiator.
For brands and marketers, data and privacy ethics are now a competitive differentiator.
For brands and marketers, data and privacy ethics are now a competitive differentiator.
For Brands, Privacy is an Opportunity “Three in four marketers say GDPR will increase transparency into customer data, which makes customers feel more at ease and builds trust.” “Marketers who are exceeding privacy standards “Marketers from organizations who took the lead in are getting ahead, preparing to meet and exceed GDPR data standards not falling behind.” noted increased trust and engagement levels with customers.” Source: CMO Council study
Benefits Beyond Compliance Brands who not just comply but embrace privacy are seeing • Mitigating losses from data additional benefits: breaches • Enabling agility and innovation • Reducing sales delays from appropriate data controls • Gaining appeal with investors • Gaining competitive advantage • Increased engagement and • Achieving operation efficiency relevance Source: Cisco Data Privacy Benchmark Study Jan 2019
Embrace data protection and privacy now
Embrace data protection and privacy now
Know What Data You’re Collecting • Why are you collecting it? • How are you using it? • Where is it coming from? • Is there a record of consent? • How is it stored? • How can people opt-out or be deleted? • Is there PII? • How do your vendors handle data? Invest in a Privacy Program.
When you collect people’s data, tell them: • Why and how you’re collecting data • What you’ll use it for • How the data collection benefits them • How you’ll protect it Then give them a clear and real choice.
Give People a Reason to Engage • Interesting, relevant and useful content Give consumers • Better tools and services something worth • Create experiences consuming. • Add value, entertain, enlighten .
Old Dogs and New Tricks • Contextual advertising • Intent-based personalization • Premium publishers • Human-centric, privacy-first design • First party data • AI and ML • CRM programs
The materials and documentation incorporated into this presentation (including all ideas, creative materials, methodologies, systems and/or tools) include intellectual property and other proprietary information of W2O Group (“Materials”). W2O Group retains all right, title, and interest in and to its intellectual property incorporated into the Materials. These Materials may also be subject to third party rights and are thus, provided for presentation and evaluation purposes only. This client agrees not to use, share, or make any of the Materials public without written permission. Thank you For additional information, please contact: Dan Linton, Managing Director, Analytics dlinton@w2ogroup.com W2O \ 18 June 2019 \ Proprietary and Confidential Property of W2O Group
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