Managing a Comprehensive Program: Building Accountability Measuring Effectiveness

Transcription

1 Managing a Comprehensive Program: Building Accountability Measuring Effectiveness Sheila Colclasure Acxiom, Global Public Policy and Privacy Officer

2 Introduction Acxiom - information services and data products company $1 billion US annual revenue Mature Privacy Program Privacy Program Design Accountability and measurement 2

3 Mature Privacy Program - Established Strong support from CEO and Exec Team - Report to Global General Counsel w/n Legal Org - Global in Scope with regional specialists - Evolved and extended over time - Extreme pivot to Digital 48 months ago 3

4 Privacy Program Design Supports ethical practices of Company Protect and extend Brand Trust Four constituencies: clients, shareholders, employees, individual consumers Use based: marketing uses fraud detection and prevention uses sectorally regulated (FCRA, HIPAA, etc) Education Required annual privacy education & test Job-role specific education Privacy Certification Series *AboutTheData.com for Consumers transparency * Digital Literacy Initiative 4

5 Accountability & Measurement Client Credentialing: Legitimate entity, legitimate interests» on-site inspection possible Vendor Screening and Accountability Program» You are your vendors keeper Privacy Impact Assessment» Understanding and applying the rules to business processes is complex yet critical» Computer Code is the Conduct Line of business accountability» Leadership required to be accountable for the operational compliance of their products, solutions, services Individual employee accountability» Achieve excellence - each employee accountable for applying rules, issue spot, report problems Assurance Reviews - Fair Information Practices annually - Functional Area/Line of Business Audits 5

6 Industry Groups and Self-Regulatory Groups w/ Codes of Conduct U.S. and Canada International Association of Privacy Professionals (IAPP a worldwide organization) Direct Marketing Association Digital Advertising Alliance Interactive Advertising Bureau Sender and Provider Coalition Coalition for Sensible Public Record Access Policy and Economic Research Council National Business Coalition for Ecommerce & Privacy California Chamber of Commerce Arkansas Chamber of Commerce Conference of Western Attorneys General Mobile Marketing Association Information Accountability Foundation Asia/Pacific and Latin America Asia Digital Marketing Association (ADMA) Asia Chapter of the American Chamber of Commerce (AMCHAM) Ad:Tech Asia Hong Kong Direct Marketing Association (HKDMA) Direct Marketing Association of Singapore (DMAS) Australian Association for Data- Driven Marketing & Advertising New Zealand Marketing Association (NZMA) Brazilian Direct Marketing Association (ABEMD) Brazilian Chapter of the American Chamber of Commerce (AMCHAM) Brazilian Interactive Advertising Bureau 6

7 Industry Groups and Self-Regulatory Groups w/ Codes of Conduct Europe International Chamber of Commerce (ICC) Federation of European Direct and Interactive Marketing Associations (FEDMA) European Privacy Advisory Group (EPAG) French National Syndicate of Direct Marketing (SNCD: Syndicat National de la Communication Directe) French Privacy Offi cers Association (AFCDP: Association Française des Correspondants Données Personnelles) Interactive Advertising Bureau France German Direct Marketing Association (DDV: Deutsche Direktmarketing Verband) German Federal Association of Digital Economy (BVDW: Bundesverband Digitale Wirtschaft) German Association for Data Protection and Data Security (GDD: Gesellschaft für Datenschutz und Datensicherheit) Dutch Association of Data Protection Offi cers (NGFG: Nederlands Genootschap van Functionarissen voor de Gegevensbescherming) Polish Direct Marketing Association (SMB: Stowarzyszenie Marketingu Bezposredniego) Polish Information Security Administrators Association (SABI: Stowarzyszenie Administratorów Informacji) Interactive Advertising Bureau Poland (Związek Pracodawców Branży Internetowej IAB Polska) UK Direct Marketing Association (DMA) Interactive Advertising Bureau UK 7

8 Continuing our efforts around Accountability First ever Consumer Access Portal launched 9/4/13 Clear and public articulation of Acxiom s consumer privacy position User Management Improvements: Strengthen security and increase consumer confidence Improve Usability Internationalization: Initial steps, country by country approach to globalize ATD China (Launched Jan, cookie opt out) Australia (Launched March, cookie opt out) Coming up: New Zealand, Japan In the works: Offline Data: Core Data used for both online and offline marketing Next step: increase value for participating in managing data AboutTheData

9 AboutTheData Launched 9/4/13 # of visitors: 550K % returning users: 17% % opt out: 2% % creating accounts 37% % editing:12% AboutTheData

10 Accountability to the Consumer 10

11 Acxiom Privacy Group Leadership 11

12 Thank you!