IAPP TRUSTe "Beyond Websites"
- 1. Beyond the WebsiteKevin TrilliVP, ProductTRUSTe
- 2. Presentation GoalsExplore the increasing complexity of websitesExamine the role of 3rd parties interacting with consumer PII on behalf of a website2. Discuss management of 3rd party service providers Discover how you can best mitigate risk for your organization3.Develop strategic positioning within your company How to make privacy an asset, not an afterthought in product, marketing, development and operations.
- 4. How it all started…Web 1.0, mid 90s - early 2000’sEmail aside, the web was mostly “brochureware” with some e-commerce in the mix.Websites were:Static
- 5. offered little to no consumer interactionor input
- 6. interfaced with few, if any, third partiesExample at right: IKEA website circa 1999
- 7. BestBuy homepage: 1997BrochurewareWhere can I find a store?
- 8. What kind of products do we offer?
- 9. What’s the number for customer service? No e-commerce transactionsLimited advertising
- 10. eCommerce: Amazon homepage: 2000 Robust eCommerceIndividual personalization begins(See what’s “New for You” ) Basic site basic behavior tracking (popular purchases)
- 12. eCommerce: Service LayerWeb Hosting
- 13. eCommerce: Service LayerCareersWeb Hosting
- 14. eCommerce: Service LayerE-CommerceWeb Hosting
- 15. eCommerce: Service LayerE-CommercePaymentsWeb Hosting
- 16. eCommerce: Service LayerE-CommerceShippingWeb Hosting
- 17. eCommerce: Service LayerE-CommerceWeb HostingSurveysSurvey Marketing
- 18. eCommerce: Service LayerE-CommerceWeb HostingCustomer SupportSupport
- 21. eCommerce: Marketing LayerSearchPublisherAd NetworksEmailsEmail SPSAnalytics
- 22. eCommerce: Marketing LayerSearchLead FormsPublisherAd NetworksEmailsEmail SPSAnalytics
- 23. eCommerce: Marketing LayerSearchLead FormsPublisherAd NetworksEmailsEmail SPSMarketing DatabaseCRMAnalyticsData Aggregators
- 24. eCommerce: Marketing LayerSearchLead FormsPublisherAd NetworksEmailsEmail SPSMarketing DatabaseCRMAnalyticsData Aggregators
- 25. eCommerce: Marketing LayerSearchLead FormsRetargetedCampaignPublisherAd NetworksEmailsEmail SPSMarketing DatabaseCRMAnalyticsData Aggregators
- 26. eCommerce: PublisherIssues:How do really know which ad network is on your site? Are they using OBA or other 3rd party tracking?Ad NetworksData XC’sAdvertisers
- 27. Facebook yesterday: 2005A website. (To share internally)
- 28. Facebook today: 2010A platform(To share externally)
- 29. Facebook as a platformInstant PersonalizationFacebook ConnectThe “Like” Button
- 31. Facebook ApplicationsThird Party Applications
- 33. Part IIService Provider Management
- 34. Service ProvidersProvide commercial services on behalf of another company that involves the use, collection, storage or sharing of the personal information of that company’s customers or site’s visitorsWeb HostingWeb AnalyticsBusiness process providersAffiliateMarketingFulfillmentApplicationservice & hosting providersAd NetworksCustomerforumsCRMContentManagementCustomer ServiceSoftwareContentDeliveryLive Chat /Click-To-CallPersonalizationRich MediaSocial mediaprovidersSecurityCertificationService ProviderLead GeneratorOrderManagementE-CommerceShopping CartSearch EngineMarketingE-MailMarketingE-CommercePlatformPaymentsprocessorsSite DesignHR ServicesSite SearchWeb PerformanceMonitoring
- 36. Who is on your site?
- 37. Identify Key Providers for Deep Analysis
- 38. Identify Key Providers for Deep Analysis
- 39. Build Service Provider Profiles…and Monitor them!
- 41. Disclosure: More Advanced Example
- 42. Part IIIInteracting with the Product and Business Units
- 43. Privacy Office and the Business UnitUnderstand the business drivers and goals
- 44. Know your product and platform
- 45. Marketing, Product & IT Roadmaps
- 46. Monitor evolving technologies & help vet new partners
- 47. Find the best vendors that offer the best privacy and security on top of the best product/service
- 48. Risk should be presented with each optionRole of Privacy in the Business UnitThis is an era of the empowered consumer
- 49. Privacy is Reputational and can impact Brand
- 50. You don’t want the worse case scenario
- 51. Error on transparent side
- 52. “Compete on Privacy”Thank Youktrilli@truste.com
Editor's Notes
- #5: Image credit: http://www.ikeafans.com/images/stories/articles/ikea_us_online_1999_01-25.jpg
- #6: Image credit: http://www.ikeafans.com/images/stories/articles/ikea_us_online_1999_01-25.jpg
- #7: Image credit: http://www.ikeafans.com/images/stories/articles/ikea_us_online_1999_01-25.jpg
- #33: Links, Cookies, LSO and sometimes offline (data aggregators)
- #34: Vendor ContractVendor Privacy Policy Analysis > Service Policy vs. just a site policyVendor notice
- #35: Vendor ContractVendor Privacy Policy Analysis > Service Policy vs. just a site policyVendor notice