2015 National BDPA Technology Conference

Big Data: Cool, Creepy or Privacy Violation?

Arlonda Stevens

August 18-22, 2015

Washington, DC

Presentation Objectives

You will…

1. Be able to define “creepy”

2. Understand key factors that lead to perceived creepiness

3. Gain a broader awareness as to why you need to protect consumer data from misuse and abuse

4. Learn new ways to minimize perceived creepiness

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Agenda

Cool or Creepy?

What Is Creepy? Problem of Practice Motivation for Study Research, Findings & Creepy Quadrant

Impact of Creepiness on the Firm

Minimize Creepy Trust Transparency Control

Conclusion Discussion Questions and Answers

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Dilbert on Data

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Cool, Creepy or Privacy Violation?

What is your reaction?

You are a member of the Loyalty and Rewards program at your local grocery store. In order to reap the savings benefits your card is swiped at the beginning of your purchase.

At the end of your purchase, along with your receipt, you receive coupons for products that you frequently purchase.

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Cool, Creepy or Privacy Violation?

*Ur, B., Leon, P. G., Cranor, L. F., Shay, R., & Wang, Y. (2012, July). Smart, useful, scary, creepy: perceptions of online behavioral advertising. In Proceedings of the Eighth Symposium on Usable Privacy and Security (p. 4). ACM.

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Cool, Creepy or Privacy Violation?

PORSCHE MAKES DIRECT MAIL PERSONAL... AND A LITTLE BIT CREEPY

2015 National BDPA Annual Technology Conference

https://vimeo.com/46439060

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What Is Creepy?

Eerie feeling Scary Big Brother Watching Invasion of Privacy Unexpected Use of Information Know too much

NO UNIFIED DEFINITION, BUT A COMMON

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Feeling

Problem of Practice

THEY SAY WE SAY

Marketers Data Brokers Data Aggregators Online Advertisers Government

Internet Users Consumers Privacy Advocates

Problem: Increasing consumer concern over the collection, use and sharing of personal information and the analytics

resulting in inferred profiles and behavior9

Motivation For Study

Term frequently used to describe marketing messages

Growing consumer concern over collection and use of data 91% of consumers concerned about data collection and use

practices (Pew Research Report, 2014)

Collision of Marketing & Privacy

Personalized Communication – based on Big Data Analytics Right Message, Right Person, Right Time

Big data benefits at the expense of consumer privacy

2015 National BDPA Annual Technology Conference

What is really behind the word “creepy” –

what do we really mean?10

Phase I - Research Overview

Phase I: Qualitative - What is Creepy?

Towards Understanding That Eerie Feeling When It Seems the Internet "Knows" You

Two Questions

1. What is Creepy?

2. What key factors make a personalized communication or ad creepy?

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Phase II - Research Overview

Phase II: Quantitative -Demystifying Creepy Marketing Communications

Two More Questions

1. To what extent does online information privacy concerns, perceived surveillance, perceived anonymity and transparency affect an unsolicited personalized marketing communication to be perceived as “creepy”

2. To what extent does consumer-firm trust mediate these

factors on perceived creepiness? 

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Defining Creepy

Creepy is…

An emotional reaction to an experience, interaction or unsolicited communication

where personal information has been unknowingly collected and used invoking

feelings of apprehensiveness and unsettlement.

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Creepy is about emotional reaction

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8 Key Findings

1. Creepy Is Widespread

2. Creepy and Privacy Intrusive are related, BUT Different

3. “THEY” are in Control

4. Lack of Control led to safeguarding information even when nothing to hide

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8 Key Findings

5. Experience Of Creepy Does Not Diminish Internet Usage

6. Transparency has a negative effect on the perceived creepiness

7. Control has a negative effect on perceived creepiness

8. Online privacy concerns has a positive effect on perceived creepiness

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What Creepy Is Not

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Creepy doesn’t necessarily mean a privacy intrusion

2015 National BDPA Annual Technology Conference

Transparency ~ Control ~ Trust

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So what! & Why Does This Matter?

Awareness of consumer concerns expectations

Marketers & Technologists, Data handlers understand interplay of transparency, trust and control

Companies change behaviors

Avoid harm

Protect brand and reputation

Avoid government sanctions

Trust/Distrust – Consumer Firm

Know creepy to avoid creepy!2015 National BDPA Annual Technology Conference 19

What Can You Do?

Transparency ~ Control ~ Trust

Privacy By Design

Protect and Safeguard Customer Information from nefarious uses

Voice of Reason – just because we can, should we?

Be Transparent ~ Disclosure

Consumer Control ~ Opt Out

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You Can…

Implement Privacy By Design (PbD)

Concept developed by the former Information and Privacy Commissioner of Ontario, Dr. Ann Cavoukian in the 90’s,

Imbed privacy throughout the design process

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Privacy By Design (PbD)

Founded on 7 Key Principles

1. Proactive not Reactive; Preventative not Remedial

2. Privacy as the Default Setting

3. Privacy Embedded into Design

4. Full Functionality – Positive-Sum, not Zero-Sum

5. End-to-End Security – Full Lifecycle Protection

6. Visibility and Transparency – Keep it Open

7. Respect for User Privacy – Keep it User-Centric

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You Can…

Protect and Safeguard Customer Information from nefarious uses

Technology Processes Educate Data Handlers

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You Can…

Voice of Reason – just because we can, should we?

Able to inform colleagues about uses and misuses of data

Consumer perspective

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You Can…

Be Transparent

Disclosure to consumers on data collection, use and sharing practices

Cookies used or other tracking tactics and devices

Privacy Notice

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You Can…

Provide Consumers with Control

Allow consumers to Opt Out Allow consumers to obtain information

that you have about them Allow consumers to correct inaccurate

information

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Big Data

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Cool, Creepy or Privacy Violation?

Conclusion

Comments & Discussion

Questions & Answers

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Contact Information

Arlonda Stevens, Privacy AdvisorPNC Bank

arlonda.stevens@pnc.com216-488-8113

PhD. Candidate, 2016Weatherhead School of Management

Case Western Reserve University, Cleveland, OhioEmail:

ams383@case.edu

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