Speaker Presentation delivered by Duncan Smith of iCompli at the Sagittarius at Marketing Magic Master Class on Wednesday 24th June 2015.

1. © iCompli Ltd. 2010
Privacy and
Personalisation
Oil:Water

2. Copyright iCompli® Limited 2015
Personalisation ¦ Privacy

3. Copyright iCompli® Limited 2015
20 immiscible minutes ;-)
Pandora’s
Jar
Privacy
Law
‘Whatever!’

4. Copyright iCompli® Limited 2015
First a ‘look over the horizon’

5. Copyright iCompli® Limited 2015
e-tattoo reads your thoughts by
listening to unvocalized words in your
throat

6. Copyright iCompli® Limited 2015
That’s No Phone. That’s My
Tracker
 Role of monitoring
in in the exploitation
of user generated
content

7. Copyright iCompli® Limited 2015

8. Copyright iCompli® Limited 2015

9. Copyright iCompli® Limited 2015
‘Place Tips’

10. Copyright iCompli® Limited 2015

11. Copyright iCompli® Limited 2015
Group action against Google
 2012 Google ‘caught-out’
circumventing cookie privacy
settings on Apple Safari
browser
 2012 Google pay US FTC
fine $22.5M
 UK: Vidal-Hall & Others v
Google Inc [2015] EWCA
 UK: Group (Class) action
litigation

12. Copyright iCompli® Limited 2015
3 new UK threats we’re helping
marketers avoid
 Vidal-Hall case damage claims for misuse of browser
generated information even when no pecuniary loss
(over-the-shoulder-distress)
 Unlimited fines in the Magistrate’s courts for breaches
of
 Data Protection Act 1998
 Privacy and Electronic Communications (EC Directive)
Regulations 2003
 Consumer protection from unfair trading regulation
2008
 From 6th April ICO no longer required to show
‘substantial damage’ or ‘substantial distress’ to impose
fines of up £500,000.

13. Copyright iCompli® Limited 2015
The 2018 General Data Protection
Regulation: Profiling
 'profiling' means any form of automated processing of
personal data intended to evaluate certain personal
aspects relating to a natural person or to analyse or
predict in particular that natural person’s performance
at work, economic situation, location, health, personal
preferences, reliability or behaviour
 Without prejudice to the provisions in Article 6 every
natural person shall have the right to object to
profiling in accordance with Article 19. The data
subject shall be informed about the right to object to
profiling in a highly visible manner.

14. Copyright iCompli® Limited 2015
WONGA Privacy - sliders
 “we may collect information about your computer
including, where available, your IP address,
operating system and browser type – for the
purposes of system and loan administration and
product improvement”

15. Copyright iCompli® Limited 2015
Garante Italy
Must inform.. that
the website uses
profiling cookies
to send
advertising
messages in line
with the user's
online navigation
preferences;

16. Copyright iCompli® Limited 2015
Whatever!

17. Copyright iCompli® Limited 2015
General Data Protection Regulation
view of consent
 the data subject's consent' means any freely
given 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 to personal data relating to
them being processed’.
TRANSPARENCY
NOTIFIED or
EXPRESSED
CONTROL

18. Copyright iCompli® Limited 2015
MTS Outbound Emails
19
All leads and contacts have opt-in tracked and managed
There is a requirement
to prove HOW this
consent was obtained
and maintain records

19. Copyright iCompli® Limited 2015
‘Key Markets’ Table

20. Copyright iCompli® Limited 2015
7 ways we can plan for compliance
1
• Clear organisational structure around data, marketing and governance
2
• Focus on oversight to give the necessary monitoring of compliance with
regulatory and contract requirements
3
• Put your Supply chain under the microscope
4
• Privacy Impact Assessment for all new data-driven marketing
5
• Formal ‘use-case’ approval before adopting new data uses
6
• Data Anonymisation and/or ‘minimum data set’
7
• Revisit you Privacy Notice – it is the key to maximising the value of you
database

21. Copyright iCompli® Limited 2015
The ‘Give-Get’ equation
 When consumers feel they're getting a tangible
benefit for their personal information, their
resistance to data collection starts to fade
 Consumer surveillance has the power to be truly
engaging, but it is critical that we first understand
the psychology of privacy our legal
responsibilities

22. Copyright iCompli® Limited 2015
The last slide..
“Before we acquire
great power we must
acquire wisdom to use it well”
Ralph Waldo Emerson
Personalisation
Psychology Laws
Proximity
Trust
Prediction

23. Copyright iCompli® Limited 2015
About your speaker and iCompli®
iCompli® Limited
Kemp House, London
EC1V 2NX
Duncan S Smith
Main: 0844 88 44 235
email: duncans@icompli.co.uk
Web: www.icompli.co.uk
Blog: www.icompli.co.uk/the-blog
Twitter: @icompli