dma data protection 2014
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Data protection 2013
Friday 8 February
#dmadata
Supported by
Data Protection 2014Friday 7 March 2014, Cavendish Conference Centre
#dmadp
Gold sponsor
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8.30am Registration and breakfast
9.15am Welcome from the ChairFedelma Good, director, information policy & strategy, Barclays
9.25am Looking ahead, staying ahead – challenges, achievements and a vision for the ICODavid Smith, deputy information commissioner & director of data protection, ICO
10.00am Questions
10.15am How to make data protection a priority in your company – sleepwalking into data disasterRosemary Smith, founder, Opt-4
Jenny Moseley, founder, Opt-4
10.45am Questions
10.55am Refreshments and networking
Agenda
Gold sponsor
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Welcome from Chair
Fedelma Good, director, information policy & strategy, Barclays
#dmadp
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Source: www.google.com
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Looking ahead, staying ahead –Challenges, achievements and a vision for the ICO
David Smith, deputy information commissioner & director of data protection, ICO
#dmadp
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Looking Ahead, Staying Ahead –Challenges, Achievements and a Vision for the ICO
David Smith
Deputy Information Commissioner
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Looking Ahead, Staying Ahead
• Three main challenges
• Better for less
• Fit for the future
• Mission, vision and goal
• Aims – What we expect to do
• Aims – How we expect to do it
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What’s New?
• Learning more from casework/tackling systemic problems
• Leveraging information rights messages
• Co-ordinating enforcement
• Developing trust marks and privacy seals
• Meeting requirements of Regulators’ Code
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Proposed EU Regulation
• European Commission proposals
• European Parliament – LIBE Committee
• Council of Ministers – DAPIX Working Group
• Trilogue and co-decision
• Adoption and implementation
• ICO contribution
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Enforcement
• Civil monetary penalties
• Research on impact
• Application to PECR cases
• Possible changes to PECR
• Criminal prosecutions
• Section 55 offences – custodial sentences?
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Marketing and Data Protection
• Increased enforcement
• Direct Marketing guidance
• Clarity and consent
• Buying and selling lists
• Reviews of guide to PECR and Privacy Notices Code
• Continuing to work with DMA and others
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Some Challenges
• NHS and Care.data
• Being alert to technological developments
• Growth of big data analytics
• Progressing EU data protection reform
• Delivering international co-operation
• Changing political climate in UK and Europe
• Continuing to be an effective information rights regulator
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@iconews
Keep in touch
Subscribe to our e-newsletter at www.ico.org.ukor find us on…
/iconews
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Questions
#dmadp
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How to make data protection a priority in your company – sleepwalking into data disaster
Rosemary Smith, founder, Opt-4Jenny Moseley, founder, Opt-4
#dmadp
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Source: www.google.com
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Source: www.google.com
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How to make data protection a priority in your company
Jenny Moseley, Opt-4
Rosemary Smith, Opt-4
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Is your Board sleepwalking into data disaster?
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When did your senior Board last discuss data protection?
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What would it take to get it onto their agenda?
• Embarrassing breach?
• Regulatory Action?
• Customer action?
• Financial loss?
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No one would hear about it if we had a breach
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But we’ve never had a breach
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But we’ve never had a breach
Verizon 2013 Data Breach Investigations Report
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The ICO is a toothless tiger (at least for the private sector)
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The rest of Europe doesn’t take it seriously
Over 300 formal actions by the Spanish Regulator in 2013
EUR 19.5m in fines levied in 2011
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Our customers don’t care about how we use their data
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What’s wrong with opt-in anyway?
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Our customers love hearing from us
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We’re still getting list rental revenue
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We’re still getting list rental revenue
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Per capita cost £79
45% of cost is lost business
3.1% abnormal churn post breach
2013 Cost of Data Breach Study
We can’t justify investment in protecting data
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It’s not as if data is a tangible asset
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You can’t put a value on customer data
Types of information most likely to be assigned a value
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But we could still sell the database if we wanted too
“our privacy policy is simple: we never share your information with anybody.”
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Did you know the ICO has raised fines of nearly £5.5m?
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I’ve seen some research that says our permission rate is going to drop by 20% if we have to go opt-in
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We could be leaking data like a sieve and nobody would even know
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If we could make £5 from every opted-out customer we could put millions on our turnover
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If what I heard at the DMA conference is right we could be in big trouble over data protection
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www.opt-4.co.uk
The original content of this presentation is the intellectual propertyof Opt-4 and may not be reproduced without permission (c)
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Questions
#dmadp
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Refreshments and networking
#dmadp
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11.20am The implications of the new EU Data Protection RegulationNick Banbury, data strategy partner, Tangible
11.50am 6 stories to shock, inspire and terrify – A journey into the world of big data and how people are using it
Matthew Bayfield, head of data practice, OgilvyOne
12.35pm Questions
12.55pm Closing comments from ChairFedelma Good, director, information policy & strategy, Barclays
1.00pm Lunch and networking
Agenda
Gold sponsor
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The implications of the new EU Data Protection Regulation
Nick Banbury, data strategy partner, Tangible
#dmadp
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The proposed EU Data
Protection regulations
7th March 2014
…and why we love them
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Copyright 2014 Tangible. All rights reserved.
IT’S GETTING HARDER TO GET THROUGH
TO THE PEOPLE WE COMMUNICATE WITH
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Copyright 2014 Tangible. All rights reserved.
[Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press Jan 2014]
AVERAGE ATTENTION SPAN OF A
CONSUMER
2000
12 seconds
2013
8 seconds
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Copyright 2014 Tangible. All rights reserved.
ADVERTISING BOMBARDMENT IS
INCREASING
…of us say we receive too many ads and promotions online.
66%
[Research by UpStream/YouGov, February 2012]
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Copyright 2014 Tangible. All rights reserved.
1,576
2,608
4,247
2005-2008 2008-2011 2011 onwards
DATA BREACHES ARE ON THE UPSource: http://www.databreaches.net/
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Copyright 2014 Tangible. All rights reserved.
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Copyright 2014 Tangible. All rights reserved.
CONSUMERS ARE TAKING CONTROL
We’ve all become more selective with our attention and who we share data with.
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Copyright 2014 Tangible. All rights reserved.
CONSUMER INSIGHTS FROMFAST.MAP
• Online market research and insights to their own dedicated consumer panel
• Insight Partner to the DMA
• Experts in Data Protection research
• Work across all marketing communication sectors
• Interviewed 1,175 consumers around their attitudes to sharing their data
• Infographics available at the end
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Copyright 2014 Tangible. All rights reserved.
PEOPLE ARE CONCERNED
How concerned are you about the security of your data given recent news?
…are concerned or very concerned about the security of their data
83%
Source: fast.MAP online survey, February 2014 www.fastmap.com
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Copyright 2014 Tangible. All rights reserved.
4%
8%
8%
9%
12%
14%
20%
23%
34%
35%
46%
73%
Other
Publishers
Software/Gaming
Car manufacturers
Quangos
Charities
Clothing retailers
Telecoms companies
Supermarkets
Online retailers
Utilities
Banks
WHO PEOPLE SHARE WITH
People are picky about who they give their data to.
They to see value.
They need clarity as to why they are being asked to share.
Source: fast.MAP online survey, February 2014 www.fastmap.com
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Copyright 2014 Tangible. All rights reserved.
0%
7%
30%
38%
50%
51%
52%
56%
58%
73%
78%
81%
84%
Other
Banking details
Income
Phone number
Number of children
Type of car
Shopping preferences
TV viewing habits
Address
Marital Status
Age
Name
Email address
WHAT THEY SHARE
People are more comfortable providing email address than home address or phone number.
Source: fast.MAP online survey, February 2014 www.fastmap.com
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Copyright 2014 Tangible. All rights reserved.
WHY THEY AGREE TO SHARE
1%
22%
28%
29%
31%
40%
41%
52%
Other
Never
When given for a specific reason
Easy to revoke access
When opening a new account
In return for something of value
Required for managing my account
Safely and securely managed
Source: fast.MAP online survey, February 2014 www.fastmap.com
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Copyright 2014 Tangible. All rights reserved.
PICK UP YOUR INFOGRAPHIC
People selective about
What they share
When they share it
Who they share it with
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Copyright 2014 Tangible. All rights reserved.
THERE ARE MORE AND MORE BARRIERS
Ad bombardment +
Eroding trust+
Privacy concerns=
People selective about
What they share
When they share it
Who they share it with
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Copyright 2014 Tangible. All rights reserved.
New EU data protection
regulations will make it
even harder to gain
permission to talk to
your customers.
AND TO TOP IT OFF…
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Copyright 2014 Tangible. All rights reserved.
Opt-in for all channels
Data must be erased on demand
Profiling requires explicit consent
Third party access requires permission
Move to free access to personal data
€100m+ fines for breach
SO WHAT ARE THE KEY REGULATIONS?
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Copyright 2014 Tangible. All rights reserved.
THE KEY CHANGES
NOW PROPOSED
CONSENT Opt out for some media Opt in across all media
PROFILING & 3RD PARTY USE
No additional permission required
Explicit consent required
ACCESS TO DATA Chargeable Must be free
SUPPRESSION REQUESTS
Data can be flagged “Do Not Contact”
Data must be erased
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Copyright 2014 Tangible. All rights reserved.
SO WHAT DO WE THINK?
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Copyright 2014 Tangible. All rights reserved.
A HUGE OPPORTUNITY AWAITS
Look at your brand from your customer’s perspective.
Open the door to new relationships.
Be more attractive.
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Copyright 2014 Tangible. All rights reserved.
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Copyright 2014 Tangible. All rights reserved.
EMBRACE INDIVIDUALITY
Each one of us is different,
with our own distinct personality, passions, loves and hates.
We’re individuals.
We respond to individual treatment!
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Copyright 2014 Tangible. All rights reserved.
AVAILABLE TO YOU:
• Our White Paper further pulls together the salient points of the new regulations.
• Come and see us afterwards to speak more about how your business can approach the new legislation.
Nick Banbury
Data Strategy Partner
Mobile: 07834 518783
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6 stories to shock, inspire and terrify –A journey into the world of big data and how people are using it
Matthew Bayfield, head of data practice, OgilvyOne
#dmadp
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Source: www.google.com
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Questions
#dmadp
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Closing comments
Fedelma Good, director, information policy & strategy, Barclays
#dmadp
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Upcoming events
Introduction to data protectionGet to grips with the basics of data protection legislation at our half-day workshop on Wednesday 26 March 2014.Sale – Thursday 13 MarchBristol – Tuesday 18 MarchLondon – Wednesday 26 March
Taking the lead: Customer acquisition barometer 2014Lead generation and customer acquisition are the lifeblood of companies. Both go under the spotlight as we reveal the best - and worst practices - at Taking the lead for the launch of the Customer Acquisition Barometer 2014 (CAB 2014), conducted by the DMA in conjunction with McDowall. London - Thursday 27 March
Visit the registration desk to book today.
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Lunch and networking
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Gold sponsor