Post on 10-May-2015
Beyond the Website
Kevin TrilliVP, ProductTRUSTe
Presentation Goals
1. Explore the increasing complexity of websites Examine the role of 3rd parties interacting with consumer PII on behalf of a
website
2. Discuss management of 3rd party service providers Discover how you can best mitigate risk for your organization
3. Develop strategic positioning within your company How to make privacy an asset, not an afterthought in product, marketing, development and operations.
Part IeCommerce
How it all started…
Web 1.0, mid 90s - early 2000’sEmail aside, the web was mostly “brochure
ware” with some e-commerce in the mix.
Websites were:• Static• offered little to no consumer interaction
or input• interfaced with few, if any, third parties
Example at right:
IKEA website circa 1999
BestBuy homepage: 1997
Brochureware• Where can I find a store?
• What kind of products do we offer?
• What’s the number for customer service?
No e-commerce transactions
Limited advertising
eCommerce: Amazon homepage: 2000
Robust eCommerce
Individual personalization begins
(See what’s “New for You” )
Basic site basic behavior tracking
(popular purchases)
eCommerce: Service Layer
Web Hosting
eCommerce: Service Layer
Careers
Web Hosting
eCommerce: Service Layer
E-Commerce
Web Hosting
eCommerce: Service Layer
E-Commerce
Web Hosting
Payments
eCommerce: Service Layer
E-Commerce
Web Hosting
Shipping
eCommerce: Service Layer
E-Commerce
Web Hosting Surveys
Survey Marketing
eCommerce: Service Layer
E-Commerce
Web Hosting Customer Support
Support
eCommerce: Service Layer
eCommerce: Marketing Layer
Search
eCommerce: Marketing Layer
Search
Publisher
Ad Networks
Emails
Email SPS
Analytics
eCommerce: Marketing Layer
Search
Publisher
Ad Networks
Emails
Email SPS
Analytics
Lead Forms
eCommerce: Marketing Layer
Search
Publisher
Ad Networks
Emails
Email SPS
AnalyticsMarketing Database
CRM
Data Aggregators
Lead Forms
eCommerce: Marketing Layer
Search
Publisher
Ad Networks
Emails
Email SPS
AnalyticsMarketing Database
CRM
Lead Forms
Data Aggregators
eCommerce: Marketing Layer
Marketing Database
CRM
Lead Forms
Search
Publisher
Ad Networks
Emails
Email SPS
Analytics
RetargetedCampaign
Data Aggregators
eCommerce: Marketing Layer
Issues:How do really know which ad network is on your site? Are they using OBA or other 3rd party tracking?
Ad Networks
Data XC’s
Advertisers
eCommerce: Publisher
Facebook yesterday: 2005
A website. (To share internally)
Facebook today: 2010
A platform(To share externally)
Facebook as a platform
Facebook Connect
The “Like” Button
Instant Personalization
Facebook Applications
Native applications
Facebook Applications
Third Party Applications
Part IIService Provider Management
Service ProvidersProvide commercial services on behalf of another company that involves the use, collection, storage or sharing of the personal
information of that company’s customers or site’s visitors
Applicationservice &
hosting providers
CRM
E-CommercePlatform
Fulfillment
OrderManagement
Search EngineMarketing
Site Design
Social mediaproviders
Customerforums
Business process providers
ContentDelivery E-Mail
Marketing
Live Chat /Click-To-Call
E-CommerceShopping Cart
Paymentsprocessors
PersonalizationRich Media
Site Search
Web Hosting
SecurityCertification
AffiliateMarketing
Ad Networks
ContentManagement
Customer ServiceSoftware
Service ProviderLead Generator
HR Services
Web Analytics
Web PerformanceMonitoring
Knowledge
Risk Apportionment
Who is on your site?
Identify Key Providers for Deep Analysis
Identify Key Providers for Deep Analysis
Build Service Provider Profiles
…and Monitor them!
Disclosure: Simple Example
Disclosure: More Advanced Example
Part IIIInteracting with the Product and
Business Units
Privacy Office and the Business Unit
• Understand the business drivers and goals
• Know your product and platform
• Marketing, Product & IT Roadmaps
• Monitor evolving technologies & help vet new partners
• Find the best vendors that offer the best privacy and security on top of the best product/service
• Risk should be presented with each option
Role of Privacy in the Business Unit
• This is an era of the empowered consumer
• Privacy is Reputational and can impact Brand
• You don’t want the worse case scenario
• Error on transparent side
• “Compete on Privacy”