Date post: | 04-Dec-2014 |
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Technology |
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confiden'al 1
Protect Your Users’ Online Privacy
confiden'al 2
Today’s Presenters
Mark Prince Senior Business Consultant,
Privacy & Mobile Ensighten
Craig Spiezle Execu've Director
Online Trust Alliance (OTA)
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Agenda
! WHY PRIVACY MATTERS
! LEGISLATION
! ENHANCING TRUST AND DATA
OWNERSHIP
! Q&A
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Global Leader in Omni-‐Channel Data and Tag Management
The Company: Founded: 2009, Chicago
Loca?ons: San Jose, CA (HQ), London
Funding: 03/14: $40M Series B, Insight Venture Partners
09/12: $15.5M Series A, Voli'on Capital, Eastern Advisors
Growth: 03/14: Acquires TagMan
Number of Employees: 185
By the Numbers: 525% ROI according to Forrester
1:1 omni-‐channel marke'ng
100% of devices and channels supported
1 line of code implementa'on
40% website page load accelera'on
$1.9 trillion in commerce (total revenue of Ensighten’s Fortune 500 customers)
150+ countries we do business in
300 enterprise customers
90%+ customer reten'on rates
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Ensighten Manage – Ensighten TMS
! Fully integrated Tag Management System (TMS)
! Deploy, condi'onally load and enrich any tag
! Mul'-‐channel and mul'-‐device ! Increases client performance and
responsiveness
“Ensighten Manage gives marketers 525% ROI”
“Ensighten Manage gave us eight digit ROI."
"We were able to run hundreds of tests more effecHvely and opHmize for
performance and cost."
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Ensighten Privacy Overview
Real-‐'me monitoring of data collec'on ! Tracks all 3rd-‐party website tags ! Covers ALL tags on your site, both inside and outside
the TMS ! Checks compliance with your privacy policy
Supports any privacy prac'ces ! Do Not Track (DNT), UK Cookie Law, Site TOU,
Privacy preferences, etc.
Detects new tags automa'cally
6
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! Global consumer electronics manufacturer • Top 2K Alexa website • Ensighten Manage customer
! Problem: 2011 Twiier API Malware Outbreak • Hacker found way to pass a URL redirect. • Small % of visitors were redirected a password phishing site.
! Solu'on: Listen for the Twiier response, & block malware only. ! Awarded Fast-‐Track Patent #8,261,362, Oct. 2012
Use Case: Malware Spawned Ensighten Privacy
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Why Does Privacy Maier?
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Overload of Devices and Marke'ng Technologies
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Digital Marketers
ROI vs. Data Stewardship?
Data Stewardship vs
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! Your company collects data and does not share it. How comfortable are you with your data stewardship?
! Your company collects data and passes it to one technology partner. How comfortable are you with your data stewardship?
! Your company collects data and passes it to five partners. How comfortable are you with your data stewardship?
Data Stewardship Ques'ons to Ponder About
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Data Stewardship effect on Brand Equity
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Onset of Privacy Regula'on for Site Visitors
Privacy regula'on in Europe is through the EU ePrivacy Direc've May 26, 2011 The EEC adopted E-‐Privacy Direc've (Direc've 2009/136/EC) ar'cle 5(3).
Based on US FIPS principles, the main parts of ar'cle 5(3) of the ePrivacy regula'on are: ! Disclosure ! Consent ! Enforcement
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Disclosure
Company
Country 1’s Privacy
Laws
Privacy Policies
Country 2’s Privacy
Laws
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What Cons'tutes Consent?
Implicit Explicit
All Tracking Allowed
Visitor Offered Opt Out
Strictly Necessary Tracking Allowed
Visitor Offered Opt In
Your Web Page Ribbon Text
Overlay Content
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Enforcement
Unpixeling
Condi'onal Logic
Interface Only
if (consent) then { fire tracking };
-‐-‐Opt Out Request-‐-‐-‐> <-‐-‐-‐3rd Party Opt Out-‐-‐
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May 25, 2011
Estonia Denmark Germany Switzerland
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May 26, 2012
Austria Bulgaria Cyprus Czech Republic Denmark France Greece Hungary Ireland Latvia Lituania Luxembourg Romania Slovakia Spain Sweden United Kingdom
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May 6, 2013
Belgium Italy Netherlands Poland Portugal Slovenia
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Todays Privacy Enforcement
Australia China India Japan Malaysia Mexico New Zealand Norway Republic of Korea Singapore
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US Privacy Policy is Through Self-‐regula'on and Technology
DO NOT
TRACK
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How has the US Policy Fared?
Congress must "make sure standards and rules exist to ensure consumers do not have to be more tech savvy than cyber criminals to stay safe online.” – Sen. John McCain
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So, What’s the Outlook in the US?
“Privacy protec'on cannot be achieved by technical measures alone”
The US Government’s Posi'on on Privacy Regula'on “fundamentally places the burden of privacy protec'on on the individual”
“Rules and regula'ons provide both deterrence of harmful ac'ons and incen'ves to deploy privacy-‐protec'ng technologies”
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40% of the Largest Data Breaches Happened in 2013
Tech
Government & Educa'on
Finance & Health
Bricks & Mortar
Breaches
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Why are we working with OTA?
Today we have already spoken about: • The Complexity of a Corpora'on’s Web Presence • Data Stewardship • Effects on your Brand • Website Visitor Privacy Regula'on Worldwide • Current Events • Data Breaches We have covered a lot today… …the OTA does much more!
OTA Overview Enhancing Trust & Data
Stewardship
Craig Spiezle Executive Director & President, OTA
https://otalliance.org
Who Is OTA? Mission - To enhance online trust and empowering users, while promoting innovation and the vitality of the internet. • Goal to help educate businesses, policy makers and stakeholders
while developing and advancing best practices and tools to enhance the protection of users' security, privacy and identity.
• OTA supports collaborative public-private partnerships, benchmark reporting, meaningful self-regulation and data stewardship.
• IRS approved 501c3 tax-exempt charitable organization ▫ Supported by over 100 leading brands, advertisers, marketers,
technology leaders, non-profits and government agencies.
Online Trust Audit & Honor Roll
Objectives: • Move from a “compliance” mindset to “stewardship” • Recognize leadership brands, sites & apps that implement
security and privacy practices protecting users’ data
• Incentivize businesses and developers to enhance their security, data protection and privacy practices
• Make security & privacy part of a brand’s value proposition • Increase awareness and preference for best practices
© 2014 All rights reserved. Online Trust Alliance (OTA) Slide 28
Brand Protection
Privacy Security
Honor Roll Overview • Analysis of ~800 web sites ▫ FDIC Banking 100 ▫ Internet Retailer 500 ▫ Top 50 Social ▫ Top 50 News ▫ Top 50 Gov’t ▫ OTA Members
• Up to 100 points @ in category
• Bonus Points • Negative Scoring ▫ Data loss incident ▫ Fines or settlement ▫ Other
© 2014 All rights reserved. Online Trust Alliance (OTA) Slide 5
2014 Highlights
Internet Retailer Top 10
Trends
Lowlights
Privacy
• Privacy Policy • Do Not Track Status • Ad / Third Party Tag Mgt • Layered Privacy Policies • Bi-lingual Policies • Public Who Is (vs Private) • Data Breach Incidents • FTC / State Settlements
Brand Protection
Privacy Security
© 2014. All rights reserved. Online Trust Alliance (OTA) Slide 26
Privacy Highlights
• Online Trust Honor Roll https://otalliance.org/HonorRoll • Mobile Best Practices
https://otalliance.org/resources/mobile.html
• 2014 Data Protection & Breach Readiness Guide https://otalliance.org/Breach.html
• Advertising & Content Integrity https://otalliance.org/3Pintegrity.html
• Email Security https://otalliance.org/auth.html
• Always On SSL https://otalliance.org/AOSSL.html
• SSL Best Practices https://otalliance.org/ssl.html
• SSL Labs https://ssllabs.com
• Privacy Score http://privacyscore.com/
Craig Spiezle [email protected]+1 425-455-7400
Tools & Resources
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Q&A
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Download the New Forrester White Paper
Forrester: Big Data’s Big Meaning For Marke?ng Using Big Data to Deliver Context and Personaliza'on at Scale You’ll be redirected to download the white paper awer this webinar.
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Thank You & Meet Ensighten
www.ensighten.com
@ensighten company/ensighten /ensighten
www.linkedin.com/company/ensighten Tag Management For Digital Marke'ng, Web Analy'cs and IT
Web
Social
Discuss
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Thank You