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Privacy is the ability of an individual or group to seclude themselves or information about themselves, and thereby express themselves selectively.
Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in data collection methods, analytics, digital electronics, and digital economics, have enabled marketers to deploy more effective real-time and prolonged customer experience personalization tactics.
The Data Protection Act 1998 (DPA) was an Act of Parliament of the United Kingdom designed to protect personal data stored on computers or in an organised paper filing system. It enacted provisions from the European Union (EU) Data Protection Directive 1995 on the protection, processing, and movement of data.
The Information Commissioner's Office (ICO) is a non-departmental public body which reports directly to the Parliament of the United Kingdom and is sponsored by the Department for Science, Innovation and Technology. It is the independent regulatory office dealing with the Data Protection Act 2018 and the General Data Protection Regulation, the Privacy and Electronic Communications Regulations 2003 across the UK; and the Freedom of Information Act 2000 and the Environmental Information Regulations 2004 in England, Wales and Northern Ireland and, to a limited extent, in Scotland. When they audit an organisation they use Symbiant's audit software.
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations. Email marketing strategies commonly seek to achieve one or more of three primary objectives: build loyalty, trust, or brand awareness. The term usually refers to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.
Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine, which displays the same product's availability and pricing at different e-retailers. As of 2020, customers can shop online using a range of different computers and devices, including desktop computers, laptops, tablet computers and smartphones.
A privacy policy is a statement or legal document that discloses some or all of the ways a party gathers, uses, discloses, and manages a customer or client's data. Personal information can be anything that can be used to identify an individual, not limited to the person's name, address, date of birth, marital status, contact information, ID issue, and expiry date, financial records, credit information, medical history, where one travels, and intentions to acquire goods and services. In the case of a business, it is often a statement that declares a party's policy on how it collects, stores, and releases personal information it collects. It informs the client what specific information is collected, and whether it is kept confidential, shared with partners, or sold to other firms or enterprises. Privacy policies typically represent a broader, more generalized treatment, as opposed to data use statements, which tend to be more detailed and specific.
Personal data, also known as personal information or personally identifiable information (PII), is any information related to an identifiable person.
Information privacy, data privacy or data protection laws provide a legal framework on how to obtain, use and store data of natural persons. The various laws around the world describe the rights of natural persons to control who is using its data. This includes usually the right to get details on which data is stored, for what purpose and to request the deletion in case the purpose is not given anymore.
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
Privacy and Electronic Communications Directive2002/58/EC on Privacy and Electronic Communications, otherwise known as ePrivacy Directive (ePD), is an EU directive on data protection and privacy in the digital age. It presents a continuation of earlier efforts, most directly the Data Protection Directive. It deals with the regulation of a number of important issues such as confidentiality of information, treatment of traffic data, spam and cookies. This Directive has been amended by Directive 2009/136, which introduces several changes, especially in what concerns cookies, that are now subject to prior consent.
Security breach notification laws or data breach notification laws are laws that require individuals or entities affected by a data breach, unauthorized access to data, to notify their customers and other parties about the breach, as well as take specific steps to remedy the situation based on state legislature. Data breach notification laws have two main goals. The first goal is to allow individuals a chance to mitigate risks against data breaches. The second goal is to promote company incentive to strengthen data security.Together, these goals work to minimize consumer harm from data breaches, including impersonation, fraud, and identity theft.
Data portability is a concept to protect users from having their data stored in "silos" or "walled gardens" that are incompatible with one another, i.e. closed platforms, thus subjecting them to vendor lock-in and making the creation of data backups or moving accounts between services difficult.
Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle and interest. This focus can also entail behavioral variables, such as browser history, purchase history, and other recent online activities. The process of algorithm targeting eliminates waste.
Web tracking is the practice by which operators of websites and third parties collect, store and share information about visitors’ activities on the World Wide Web. Analysis of a user's behaviour may be used to provide content that enables the operator to infer their preferences and may be of interest to various parties, such as advertisers. Web tracking can be part of visitor management.
Privacy by design is an approach to systems engineering initially developed by Ann Cavoukian and formalized in a joint report on privacy-enhancing technologies by a joint team of the Information and Privacy Commissioner of Ontario (Canada), the Dutch Data Protection Authority, and the Netherlands Organisation for Applied Scientific Research in 1995. The privacy by design framework was published in 2009 and adopted by the International Assembly of Privacy Commissioners and Data Protection Authorities in 2010. Privacy by design calls for privacy to be taken into account throughout the whole engineering process. The concept is an example of value sensitive design, i.e., taking human values into account in a well-defined manner throughout the process.
The General Data Protection Regulation is a European Union regulation on information privacy in the European Union (EU) and the European Economic Area (EEA). The GDPR is an important component of EU privacy law and human rights law, in particular Article 8(1) of the Charter of Fundamental Rights of the European Union. It also governs the transfer of personal data outside the EU and EEA. The GDPR's goals are to enhance individuals' control and rights over their personal information and to simplify the regulations for international business. It supersedes the Data Protection Directive 95/46/EC and, among other things, simplifies the terminology.
In marketing, attribution, also known as multi-touch attribution, is the identification of a set of user actions that contribute to a desired outcome, and then the assignment of a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.
A dark pattern is "a user interface that has been carefully crafted to trick users into doing things, such as buying overpriced insurance with their purchase or signing up for recurring bills". User experience designer Harry Brignull coined the neologism on 28 July 2010 with the registration of darkpatterns.org, a "pattern library with the specific goal of naming and shaming deceptive user interfaces".
A privacy seal is a type of trust seal or trustmark granted by third party providers for display on a company's website. Companies pay an annual fee to have an image of the third party provider's seal pasted onto their homepage or privacy policy page. Users can oftentimes click on the seal and be redirected to the web assurance seal service's website which verifies the validity of the privacy seal. They are meant to act as a visual assurance for consumers that the website in question meets a certain standard of privacy. The idea of a privacy seal originates with its physical manifestation – companies have long sought seals of approval like Good Housekeeping to be placed on their tangible products in order to draw in customers who value "quality". While all web assurance seal services follow the guidelines set by the Federal Trade Commission, some providers may have additional requirements. Checks are then conducted on a regular or random basis to ensure compliance. Privacy seals can be applied to various types of e-commerce websites. Some seal providers even create a special privacy seal that is geared toward a certain product like mobile apps or accounting. There are many privacy compliance technology companies, most notably TRUSTArc, CPA Canada WebTrust, PwC Privacy and BBBOnline.
References
- ↑ Weber, R (2015). "The digital future – A challenge for privacy?". Computer Law & Security Review. 31 (2): 234–242. doi:10.1016/j.clsr.2015.01.003.
- 1 2 3 "Online personal data: the consumer perspective" (PDF). communicationsconsumerpanel.org.uk.
- ↑ Leppäniemi, M.; Karjaluoto, H.; Saarijärvi, H. (2016). "Customer perceived value, satisfaction, and loyalty: the role of willingness to share information". The International Review of Retail, Distribution and Consumer Research. 27 (2): 164–188. doi:10.1080/09593969.2016.1251482. S2CID 168563207.
- ↑ Martin, K.; Borah, A.; Palmatier, R. (2017). "Data Privacy: Effects on Customer and Firm Performance". Journal of Marketing. 81: 36–58. doi:10.1509/jm.15.0497. hdl: 10072/337604 . S2CID 168320495.
- 1 2 3 Wang, C.; Zheng, Y.; Jiang, J.; Ren, K. (2018). "Toward Privacy-Preserving Personalized Recommendation Services". Engineering. 4: 21–28. doi: 10.1016/j.eng.2018.02.005 . S2CID 115584664.
- ↑ Mamonov, S.; Benbunan-Fich, R. (2018). "The impact of information security threat awareness on privacy-protective behaviours". Computers in Human Behavior. 83: 32–44. doi:10.1016/j.chb.2018.01.028. S2CID 4160484.
- 1 2 Krafft, M.; Arden, C.; Verhoef, P. (2017). "Permission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions?". Journal of Interactive Marketing. 39: 39–54. doi: 10.1016/j.intmar.2017.03.001 . S2CID 20625163.
- ↑ Taylor, C. (2004). "Consumer Privacy and the Market for Customer Information" (PDF). The RAND Journal of Economics. 35 (4): 631–650. doi:10.2307/1593765. hdl:10161/2627. JSTOR 1593765. S2CID 18068229. Archived from the original (PDF) on 16 March 2018.
- ↑ Kokolakis, S. (2017). "Privacy attitudes and privacy behaviour: A review of current research on the privacy paradox phenomenon". Computers & Security. 64: 122–134. doi:10.1016/j.cose.2015.07.002. S2CID 422308.
- ↑ "2017 Consumer Digital Usage and Behavior Study" (PDF). adestra.com.
- ↑ Samavi, R.; Consens, M. (2018). "Publishing privacy logs to facilitate transparency and accountability". Journal of Web Semantics. 50: 1–20. doi:10.1016/j.websem.2018.02.001.
- ↑ "Principles". ico.org.uk. 21 November 2017.
- ↑ "Right to be informed". ico.org.uk. 20 March 2018.
- ↑ "Individual rights". ico.org.uk. 20 March 2018.