1. Breaking Down Privacy Barriers:
Strategies to Managing Customer Data
Presented by:
David Fowler, Chief Privacy and Deliverability Officer at Marketfish
Tina Hou, Director of Product Marketing at TRUSTe
Moderator: Heidi Cohen, President, Riverside Marketing Strategies
Sponsored by:

2. Breaking Down Privacy Barriers
Strategies for Managing Customer Data
March 14, 2012
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3. TRUSTe overview
Leader in Privacy Management Solutions
• 14 years of privacy experience
• Robust technology platform
• #1 privacy brand & trustmark
Comprehensive Solution Suite
• All online channels
• Global coverage
• Self- and full-service options
Large / Loyal Customer Base
• Over 5,000 clients
• SMB through Fortune 500
• Cross vertical solutions
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4. Data is a critical asset
Businesses want to use it, and consumers
want to protect it
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5. Privacy mistakes are under the microscope
2012
2011 2011 Path social
Google settles FTC charges over OnStar forced to reverse network app
“Google Buzz” privacy issues; location tracking policy accessing address
company gets 20-year oversight 2011 2011 following privacy outcry books without
period Netflix faces multiple Acquisition of Borders delayed permission
privacy lawsuits over its due to questions over privacy
data storage practices. rights of 46M email subscribers
2011
Playdom fined $3 million for violating 2011
children’s online privacy nebuAd settles $2.4
million privacy lawsuit
over behavioral targeting
practices
2011
Apple and Google weather “location 2011
gate” privacy scandal over their Broken Thumbs Apps settles FTC
mobile devices. Apple changes charges that it violated children’s 2011
collection practices in response. privacy law – company is fined Following media scrutiny
and forced to destroy the data over privacy practices,
Microsoft ceases to use
“supercookies” to track
users on its website
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6. Business implications: Cloud adoption is
handicapped due to privacy concerns
Customer fears… become barriers to sale
Privacy and Compliance
Security
Legal
Privacy is one of the top three obstacles to adoption of cloud
computing by businesses. •– KPMG 2010 Cloud Computing Survey
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7. Impact on Cloud and SaaS providers
3rd party service providers need to show
– strict and consistent data handling practices
– a comprehensive privacy policy and adherence to these policies
– available recourse for customers should there be a lapse in the way data is
handled
Data breaches, location-based services, cloud computing, offshoring,
context-awareness and regulatory changes will dominate the privacy
officer's agenda in 2011 and 2012.”
– Carsten Casper, Gartner
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8. Establishing data management practices
Types of data collected
Access and storage
Third-party info sharing
Actual Practices
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9. Assure that your partners do the same
Be sure to:
• Build privacy into contracts
• Review partner privacy policies
• Ensure partners meet a minimum standard
of data protection
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10. Streamline your ability to do business
You handle data responsibly. Prove it upfront.
• Address the privacy concern before it can slow down sales
• Differentiate yourself as a privacy-focused business
• Give peace of mind to customers
Third-party certification that your privacy practices
adhere to the highest standards.
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11. Case Study
David Fowler,
Chief Privacy & Deliverability Officer
March 14, 2012
Proprietary & Confidential

12. Marketfish Overview
 Marketfish is the only fully automated lead generation platform that
offers free access to an online marketplace for email and postal lists
as well as the ability to build and execute marketing campaigns, all
in under thirty minutes.
 Marketfish's cloud-based platform enables users to reach their
perfect audience in seconds, build a campaign, and then track
performance using real-time data. With a pay-by-campaign model,
users only pay for what they use.

13. Our Privacy Challenge
 Growth in an industry mired in data privacy and compliance issues
 Mistrust due to shady characters in list management business
 Marketfish needed to:
 Differentiate via transparency of data management and privacy practices
 Ensure same privacy standards throughout their network of providers
 Foster corporate leadership with our 200(+) million database
 Change the market and disrupt the norm pertaining to the channel
 Provide marketers with better data to make smarter decisions

14. Approach
 Provide privacy and transparency from the ground up
 Used certification as a “privacy by design” building block
 Determined up front the privacy value proposition and not an
afterthought
 Streamlined our privacy position in line with client expectations
 Held partners and vendors accountable for privacy compliance
 Changed the product model in the age of “big data”

15. Need for 3rd Party Certification
Show upfront that your data management and privacy practices are of
the highest standard
 Certification of your service platform
 Dispute resolution
 Privacy policy/terms of service
 Regular review/updates

16. Privacy and Transparency From the Ground Up
 Privacy certification: Service Platform
 Validation of the total data lifecycle
 Ensure clean consumer data and with user permissions

17. Privacy and Transparency Across the Board
 Privacy Certification: As a
marketer
 Trust consistent throughout the
customer experience
 Highest standards in privacy
 Requiring partners to be
certified as well
 Creating more transparency

18. Streamlined Our Ability to Do Business
 Lower customer acquisition costs
by minimizing the back and forth during the due diligence process
 Remove sales barriers
by addressing one of the top customer concerns up front
 Gain competitive advantage
by showing your commitment to data privacy
 Focus on growing our business
and let the experts advise on data privacy

19. Results
 Ability to address privacy concerns upfront
 More trust from our customers
 More trust from network of partners
 Shorter sales cycles
 Increased revenues
 Ability to win larger network of partners and better data
 Client and partner trust and transparency
 TRUSTe Certification is a CRITICAL compliment for your business

20. Q&A
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