Maria Popova at Brain Pickings wrote about this great 3 minute video by Michael Rigley, a graphic design student. Rigley says about his video:
Information technology has become a ubiquitous presence. By visualizing the processes that underlie our interactions with this technology we can trace what happens to the information we feed into the network.
In fact, the level of surveillance is profound, and the lack of transparency and personal control is not about inspiring “consumer” trust. Powerful entities have long deciding what information is appropriate for the masses. We may not notice that when we search for “java,” we tend to get more of what we were looking for last: the beverage, the programming language, or the island.
Coaching moment: Some people say “yeah, so what?” Some are concerned that this is a violation of our privacy, or our self-determination. Other people say it’s good that people are helping us sort through what we need, making the world more convenient for us. Are these assumptions fair? Appropriate? Safe? What do they prevent? Do you care? Why or why not?
Fatemeh Khatibloo, Forrester Research moderates panel with Jason Cavnar, Singly, Todd Cullen, Acxiom, Shane Green, Personal, and Mary Hodder, Personal Data Ecosystem Consortium.
Fatemeh: why do consumers care? Jason: consumers have a sense of things being out of control. Todd: clients desperately looking for meaningful way to interact with consumers. On supply side, it’s new territory. Huge demand on marketer’s side. Shane: at core, we realize that who has access to our data shapes our experience, access, opportunities. Value: there’s a blindspot about what data is worth in additional value exchange. The more you start to see the opportunities as tangible, the more value is obtainable. Mary: This event is at a good time. As users get stalked online, they become aware that something’s happening, don’t know what to do, start calling senators. Opportunity for alternative to Do Not Track legislation, market solutions.
Fatemeh: privacy audits, do they provide a false sense of security when the government starts to audit the big companies? Shane: follow the money: big money in top right corner of Facebook (strong tie to advertising). People are waking up in unexpected ways to see connections between dollars and sense. Survey in their marketing: difference between “stuff in the attic that might be sold” vs “spy or thief in my attic.” Jason: general awareness, at consumer level it’s my data, Sand Hill Road and companies that make money monetizing personal data. He’d like to see Silicon Valley invest in this respect as better model. Mary: zooming out a bit, how this works revolves around incentives (shipping parties, 3rd parties) and how they’re structured, and how does that structure support the business model? Going back down to audits: they’re meant to inspire fear as provocation to do the right thing. But how to incentivize the parties to do the right thing from consumer’s perspective?
Fatemeh to Todd: privacy and audits, marketing disconnect, who do we talk with in these organizations to make a difference? Todd: I wish it were one person such as a data steward, but that’s really rare. Our data is traveling around the web, should be easy to capture it for free. As long as this disconnect persists among marketers, no incentive to contribute to solving “a problem.”
Jason: Infrastructure needs to be put in place. Shane: lots of teaching, CEOs don’t understand how they got in the Wall Street Journal for spying on people. Mary: we talk to folks in advertising and trade agencies, Salesforce and CRM companies, media buying entities… right now they’re heavy users of personal data online. Folks are getting on board, need to know what business model is and how to fix this. Jason: there’s an enterprise need for interoperability too. Business model will be around easy access to customer control of data.
Fatemeh: industries that will help propel this forward, who has the most to lose and the most to gain? Jason: it’s the #2 in every market. Mary: banking and finance, there’s a lot to gain, high value in helping with most basic functions (e.g., reconciling statements with Mint), documenting meta-data around trades of data. Shane: agree that #2, 3, 4 players have a lot to gain. This is really tough for big incumbents because of embedded complex systems. Too much friction getting access to certain kinds of data that could reinvent/innovate travel processes, for example. Smaller innovators can tool up faster. Todd: high tech firms are not traditionally big buyers of data. Drive to grow globally: lack of reputable suppliers.
Forrester analyst Fatemeh Khatibloo asked if people had made available their report Making Leaders Successful Every Day. Report is available from Personal. She talks about car buying process as an example: start with personal RFP-type offer, receive offers that are customized to our concerns. Our interactions with dealers lead to purchase of a car. (Related: see ISWG’s Car Buying Engagement Model.)
Five key concepts that brands and companies need to do to engage:
Respect my data, respect me
Security of infrastructure, governance
Transparency
Data portability
Economy, including penalties for bad behavior
Why is this coming? Consumers are fed up (breaches), but want relevance, convenience and value. Gigya study on single sign-on says many people use social sites for logins.
What should marketers & brands be thinking about: Rewrite your privacy policies to be understood. Create an organization-wide data governance policy. Install a data steward to liase between org and consumers (distinct from IT Privacy officer). Start working towards true data portability.
In future, Forrester is looking at redefining personal data, trust frameworks, how VCs look at this industry, etc.
Lots of problems managing registration and authorization account. Various threats compromise computers. Need for better management tools that are easy to use and secure. Here’s a OneID demo video that shows more.
Brian Kennish and Casey Oppenheim of Disconnect on this session. They’re a privacy start-up making simple tools to help manage data. Brian worked at DoubleClick, Google. Casey worked as (criminal?) investigator in Manhattan, lawyer about privacy. History of company: article on Facebook leaking vast private data store. Created a browser plug-in expecting small group, ended up with many users in 2 weeks. Study about how much data social networking companies collect (lots! wow.). Same thing with ad companies: “anonymous” may not be so. (Note: look for Brian’s talk at DefCon)
Browser extension: disables 3rd party tracking, depersonalizes your searches, shows blocked services & cookies, easily unblock services. Privacy icons project: four icons that represent various privacy policies.
Revenue model: pending, in the works, users may monetize their own data.
How do we know, how do we understand what’s in these TOS agreements? Hoping to crowd source various policy statements. At some point, icons will be displayed in browsers. When users understand what’s happening with their data, they’re more interested in privacy.
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