Want to do personalisation but are concerned about privacy

and personal data usage? Here's what you need to know.

13 November 2014

Agenda

DMA: Principles and Rules Chris Combemale

Barclay’s: Think Accuracy Fedelma Good

The Guardian: Building Trust Julia Porter

Discussion Chris, Julia, Fedelma

Personalisation Requires Data

• Some rules need to be followed

– DPA = Data Protection Act 1998

– PECR = Privacy and Electronic Communications Regulation

– DPR = Data Protection Regulation 2015?2016?

• The customer needs to be persuaded

– A clear value proposition

– Trust

DPA – 8 Principles

• Fairly and lawfully collected

• Processed for specified and limited purposes

• Adequate, relevant and not excessive

• Accurate and kept up to date

• Not kept for longer than necessary

• Processed in accordance with Individuals’ rights

• Security – appropriate technical and organisational measures

• Not transferred outside the European Economic Area (EEA) unless adequate protections are in place

(EEA: The 28 member states of the EU, plus Iceland)

PECR – Key Rules

• Sender must not conceal their identity

• Communication must have valid address where opt-outs can be sent

• Opt-in required for individuals (B2C)

• Soft opt-in/existing customer exemption – available:– When you are collecting the address/mobile number in the sale or negotiations for the

sale of a product or service;

– You only send communications about similar products and services;

– You provided an opportunity at time of collection to opt-out.

Data Capture Rules

• Key information to include;– Why the data is being requested

– What the data will be used for

– Provision of an opt-in/out for marketing

– Marketing channels to be used

– Link to privacy policy

• Key information to include in privacy policy– How the data subject can opt-out of marketing

– If the data will be processed outside the EEA

– How long the data will be kept for

– How to make a subject access request

– How to make a complaint regarding use of data

Without Trust there is no data

• Drivers of Sharing Personal Information

Personalisation starts with attitudes to Privacy

The DMA Code: a Roadmap to Trust

DMA Code: a Roadmap to Trust

DMA Code: a Roadmap to Trust

DMA Code: a Roadmap to Trust

DMA Code: a Roadmap to Trust

DMA Code: a Roadmap to Trust

Are your contact details correct?

To deliver effective personalisation you

need accurate data …

What is Think Accuracy?

Think Accuracy is a Barclays initiative which delivers

sustainable educational communications to colleagues and

customers about the importance of keeping customer

contact details accurate and up-to-date.

The Think Accuracy principles apply to

the capture of all data that makes

personalisation possible

Step 1 – Gaining senior stakeholder support

Qualitative Research

Using the term ‘contact details’ will make it clear what is being asked for and minimise concerns about the intentions of the Bank

Customers feel it is their responsibility to update contact details, but they should be helped with reminders and a simple process for updating

While updating an address is not questioned, customers need more information to help them understand why up-to-date mobiles and emails are required

Online is a key channel, but a multi-channel approach will be needed to maximise success; updating as part of other contact will also make it more likely to happen

There is a very clear hierarchy of message themes that will lead to action being taken: Security - Service – Communications

Qualitative Research-Key outputs

The tonality / delivery also needs to reflect the importance of the initiative

Simple / straightforward /

clear

Focus on the positive

Be specific

Collaborative

Demonstrate proactivity

Serious / professional

And the initiative needs to feel like it is ‘ongoing active maintenance’ NOT a short term campaign

Quantitative Research

There was a high level of agreement about importance

It’s important for details to be up to date

88% AGREE

Details need to be up to date for Barclays to be able to contact me

86% AGREE

Barclays need to have my personal/business details

85% AGREE

I understand that keeping my details up to date could increase the

security of my account

81% AGREE

Delivering messages to customers

Statements

Window envelopes

SARs leaflet

What really made Think Accuracy work

Getting and maintaining positive senior exec support

Establishing a cross functional steering group

Ensuring a clear understanding that this was an educational initiative

Conducting meaningful and informative customer research

Defining a clear framework of messages at the outset

Recognising that this was a people issue

Developing effective tracking MI and using it to drive activity

Continuous innovation

Observer Ethical Awards 2014

Having it both ways – trusted brands

can use big data

Econsultancy, modern marketing manifesto

DATA: We believe data must be turned into insight and action to be a source of customer, competitive and marketing advantage.

If you do not see data as exciting, valuable and empowering then you are not a modern marketer.

BRAND: We believe the internet has forced transparency upon brands and businesses. Brands no longer control the message, consumers do.

In a digital age what modern marketers need most is a strong brand.

Source: Distimo May 2014

Using data is here to stay driving value across The Guardian 4 pillars

Content

Engagement Revenues

Product

However, data has been in the news a lot:

Source: Tinder, April 2014

How do you balance privacy with understanding customers?

In truth, “Data” means many things to many people

People who believe that companies tell them how their personal data is used are more likely to be confident that companies, handle, share and use their data to deliver personal benefits

The Guardian - Why your data matters to us

Browser Version

Lessons learnt - results of audience research

• The audience charter is welcome and evidence of The Guardian’s inclusive strategy

• The language should avoid ambiguity• The message content should avoid complexity• We should avoid the language of legality – transparency and accessibility is

welcome n0t the detail of T’s & C’s• Business initiatives that keeps www.theguardian.com free is the primary

appeal• Practicalities of data sharing is the issue rather than data safety• Benefits of personalisation can become more evident after sign up• Personalisation has benefits but important that users feels they remain in

control