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Putting Consumers at Ease about Data-Sharing


Post Date: February 4, 2014
By: Susan Taplinger

Every day, marketers and consumers alike see and experience the fact that data delivers great value and relevance across the entire data-driven economy. Because of data-driven advertising, consumers enjoy free access to an incredible wealth of information and benefits across the internet. And through data-sharing, marketers are able to deliver the most relevant messages and offers to the right person, at the right place, at the right time.

At the same time, consumers are understandably concerned about protecting the data that they voluntarily share.  Every marketer can help calm consumer fears by increasing transparency and tightening your data management practices.  If you are acting responsibly – let your customers know!

Here are some important points you can use to help consumers understand how their data is responsibly handled and safeguarded.  Place these and other key points on your website, in the footer of your email newsletters, on your privacy and security pages and documentation and in your customer service training FAQs.

•  Responsible marketers and Marketing Information Service Providers (MISPs) use marketing data for marketing purposes only.  MISPs include data compilers and aggregators, list brokers as well as data management platforms.

• Consumer data provided to marketers is never used to determine eligibility for credit, insurance, or employment.

• MISPs are committed to giving private information appropriate and reasonable physical and technical and administrative security.

• Data-driven marketers employ very sophisticated systems and tools to detect and prevent intrusions into their systems.

• Whenever data-driven marketers handle medical or other sensitive information, they must comply with all legal and regulatory requirements.

• DMA and its members take security very seriously. DMA supports laws requiring consumer notification if potential harm or risk of harm from breach.

• DMA Guidelines require marketers to inform consumers of a security breach when there is likelihood of harm.

• DMA publishes best practices for transparency, security, and notice of any risks.

It’s important to remember that consumers also have a role to play in protecting their data and online activity as well. Just as they wouldn’t leave the doors to their homes unlocked, consumers should take precautions, such as creating strong passwords, storing them safely, and ensuring that they log out of password-protected websites.

We want to hear from you.  Please let us know how YOU take steps to protect consumer data and help consumers understand how the data-driven marketing process works.

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