Rosemary Smith of Opt-4, Dovetail Services User Group, Data Permissions presentation

Data Permissions – do you know what your customers think?

Rosemary Smith

49% would tick to opt out of communications

If asked for your permission like this, would you tick the box?We have some great offers and promotions that we’d like to tell you about, but please tick the box if you would prefer not to receive them from The ABC Household Name Overall (1175). Source: fast.MAP online survey February 2014

Source: fast.MAP

29% would tick to opt-in to communications

If asked for your permission like this, would you tick the box?The ABC Household Name Company would like to keep you up to date with the latest special offers and promotions. Please tick here if you would like to receive these Overall (1175). Source: fast.MAP online survey February 2014

Source: fast.MAP

Incremental Permission Value (IPV)

• Average annual contacts per new record with permission

• Average response per contact

• Average additional/revenue per contact

Data Permissions Benchmark

ClearTrustworthy

HonestFlexible

AppealingInviting

ReassuredGives

confidenceRewarding

I’m in controlWelcomingValues me

Gives me choiceMy data will be

safe

14 attributes

Compared to Data Permissions Benchmark

Would respondents consent

Each statement is evaluated as follows …

Example Clear 90-100%Trustworthy 90-100%Honest 90-100%Flexible 50-60%Appealing 90-100%Inviting 40-50%Reassured 80-90%Gives confidence 60-70%Rewarding 10-20%I’m in control 90-100%Welcoming 90-100%Values me 90-100%Gives me choice 50-60%My data will be safe 60-70%Yes 53%

This indicates this is one of the top performing statements in this

area (in the top 10%)

Can easily change contact preference

Choice to opt out of future emails

Ability to unsubscribe at any time

Clear information. Only asked for email address

clearly gives me the option to choose

polite and stating what they want to contact me about

Relaxed style. Honest reasoning.

I disliked…No choice of how contacted. We have too many

unsolicited phone calls

Abruptness and impersonal

Basically intrusive and a cheap way of

advertising.

half the unsubscribe links don`t actually work

A bit Smarmy

I have not been considered

It was too broad - when and where and

how often would they contact me?

I disliked…Once you`re on the list never get off, like hell on a

roundabout

cobblers, all it means is they are going to sell my details

No choice of how contacted. We have too many

unsolicited phone calls

Carefully selected on what basis?Carefully to ensure customer interest

or carefully to maximise advertising reach / revenue for the partners?

I don`t want my details passed

around for money

Carefully selected – you must be joking

% opt-in?

“We’d like to keep you informed by email about our future offers and new product launches. Please tick this box to let us know that you are happy for us to do this

(Don’t forget, you can change your contact preferences at any time by logging into your account or by using the unsubscribe links which you will find on all our emails)”



66%



66%

Clear 0.98Gives me choice 1.07

Honest 0.96I’m in control 1.11

Inviting 0.94Trustworthy 0.92Welcoming 0.96

Appealing 0.91My data will be safe 0.90

Values me 0.97Reassured 0.96

Gives confidence 1.03Rewarding 0.94

Flexible 1.1Yes 66%

fast-track effective data permission statements through a

reliable research benchmark

Media Benchmark

September 2014 Supported by:

“Want to be the first to hear the latest from all our best writers? Like free competitions with mega prizes? How about exclusive deals on a bunch of stuff and vouchers to spend in your favourite stores? So what are you waiting for? Fill in your email address here and get even more from the Magazine:Email address ………………………………………………”

Source: fast.MAP online survey August 2014

27%“Want to be the first to hear the latest from all our best writers? Like free competitions with mega prizes? How about exclusive deals on a bunch of stuff and vouchers to spend in your favourite stores? So what are you waiting for? Fill in your email address here and get even more from the Magazine:Email address ………………………………………………”

Clear <10%Trustworthy <10%Honest <10%Flexible 30-40%Appealing 40-50%Inviting <10%Reassured <10%Gives confidence <10%Rewarding 80-90%I’m in control <10%Welcoming <10%Values me <10%Gives me choice <10%My data will be safe <10%Yes 27%


27%“Want to be the first to hear the latest from all our best writers? Like free competitions with mega prizes? How about exclusive deals on a bunch of stuff and vouchers to spend in your favourite stores? So what are you waiting for? Fill in your email address here and get even more from the Magazine:Email address ………………………………………………”

Clear <10%Trustworthy <10%Honest <10%Flexible 30-40%Appealing 40-50%Inviting <10%Reassured <10%Gives confidence <10%Rewarding 80-90%I’m in control <10%Welcoming <10%Values me <10%Gives me choice <10%My data will be safe <10%Yes 27%


‘“Percentile range” – Indicates how well a statements attribute performs in relation to other statements e.g. if in 90-100% range it is in the top 10% of statements for that attribute.’

“The Magazine Group has exciting offers on all our magazines that you should hear about. We have some great titles (check them out here) so if you would like to know more please tick the boxes below.

Tell me more by email □ or by SMS □”


44%“The Magazine Group has exciting offers on all our magazines that you should hear about. We have some great titles (check them out here) so if you would like to know more please tick the boxes below.

Tell me more by email □ or by SMS □”

Clear 70-80%Trustworthy 20-30%Honest 30-40%Flexible 90-100%Appealing 60-70%Inviting 40-50%Reassured 60-70%Gives confidence 30-40%Rewarding 60-70%I’m in control 80-90%Welcoming 20-30%Values me 30-40%Gives me choice 70-80%My data will be safe 50-60%Yes 44%


“How the News Organisation looks after your data

We go the extra mile to ensure that your personal information is kept secure and we have specialists who are dedicated to keeping it safe. We promise we will not release it for other companies to use but we’d like your permission to keep in touch and tell you about our special offers. Is that okay?

Yes please, keep me informed □ “


43%“How the News Organisation looks after your data

We go the extra mile to ensure that your personal information is kept secure and we have specialists who are dedicated to keeping it safe. We promise we will not release it for other companies to use but we’d like your permission to keep in touch and tell you about our special offers. Is that okay?

Yes please, keep me informed □ “

Clear 90-100%Trustworthy 80-90%Honest 70-80%Flexible 70-80%Appealing 90-100%Inviting 50-60%Reassured 90-100%Gives confidence 90-100%Rewarding 40-50%I’m in control 90-100%Welcoming 70-80%Values me 90-100%Gives me choice 60-70%My data will be safe 90-100%Yes 43%


‘“Percentile range” – Indicates how well a statements attribute performs in relation to other statements e.g. if in 90-100% range it is in the top 10% of statements for that attribute.’

Opt-4 commentary1. If the data is not to be shared say so (not saying so can

make people suspicious and hesitant).

2. Give a bit more detail on what “future offers and new product launches” might be and what the data will be used for

3. Say that their privacy is important to you

4. Tell them that their data will be secure

5. Strengthen the wording around what the brand stands for and how you are much better than others in yourfield

Improving permission statements

• Regulation not Directive means much less “wriggle room”

• Introduces the “right to erasure”

•Data Protection Officers compulsory if processing more than 5,000 records pa or sensitive data

“specific, informed and explicit indication of his or her wishes by which the data subject, either by a statement or by a clear affirmative action signifies agreement”

• Opt-in consent across the board; purpose limited. Significant record keeping required

• Processing for “Legitimate Interests” allowed by data controller and third parties for postal marketing, B2B and using “public” data

“any form of automated processing of personal data intended to evaluate certain personal aspects….or to analyse of predict…performance at work, economic situation, location, health, personal preferences, reliability or behaviour”

• Minimum requirement to provide “information about the existence of profiling”

• Some profiling may need opt-in

• Compulsory breach notification “without undue delay”

• Register of breaches

• Significant documentation requirements

• Fines up to E100m or 5% of global turnover

• Currently ICO cannot take direct action against Dovetail for breaches

• Under the Regulation processors will become jointly liable for breaches

www.opt-4.co.uk

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Rosemary Smith of Opt-4, Dovetail Services User Group, Data Permissions presentation

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Transcript of Rosemary Smith of Opt-4, Dovetail Services User Group, Data Permissions presentation