1 / 23

Understanding Data Privacy and Marketing Practices: A Comprehensive Overview

This lecture provides an in-depth analysis of data marketing, focusing on fair information practices, privacy issues, and emerging marketing trends. Key topics include the functionality of Excel’s IF and VLOOKUP, the implications of the CAN-SPAM Act, the evolution of direct marketing in a digital landscape, and the privacy paradox in technology usage. Best practices for ensuring data security and user consent are discussed alongside challenges like identity theft, stalking, and the intricacies of personal device data collection. Gain insights into the intersection of marketing and privacy regulations.

afya
Download Presentation

Understanding Data Privacy and Marketing Practices: A Comprehensive Overview

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Database Marketing Fall 2012 MKTG 455 Hettche

  2. Lecture Overview • Chapter 4: (overview) • If Function (in excel) • Fair Information Practices (FIPS) • VLOOKUP function (in excel)

  3. Concerns • Data Security • Secretive data collection • Junk Mail and Spam • 3rd party access • Feeling of Violation • Inequitable Exchange • Fear of Errors

  4. Federal Agencies 1914 1934 1938 1934

  5. Fair Information PracticesFederal Privacy Act of 1974 • Notice/Awareness • Integrity/Security • Choice/Consent • Access* • Enforcement/Redress

  6. FIP • 5th area Enforcement and Redress

  7. Email Marketing • CAN-SPAM ACT (US LAW) email marketer must provide an “opt out”. • Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003

  8. Trending Areas • Traditional Direct MKTG • Internet/E-commerce • Mobile Marketing • RFID and Ubiquitous Computing • Social Networking Sites • Virtual Environments

  9. Traditional Direct Marketing Channels • Emerging Issues: • New media have created new channels to collect information. • Information sensitivity increases among users of technology

  10. Internet/E-Commerce • Emerging Issues: • Behavioral tracking and Do-not track lists. • Privacy seals • Privacy Paradox (Norberg, Horne & Horne 2007) • Personalization in online environments

  11. Mobile Marketing • Emerging Issues: • Geo-location. • One-to-one surveillance • Personal nature of device • Opt-in

  12. RFID and Ubiquitous Computing • Emerging Issues: • U Mass experiment (where cc is collected with swip-less technology) • Self-checkout lines • Lack of a “recording light”

  13. Social Networking Site • Emerging Issues: • Identity theft • Privacy issues (detrimental to the user of SM) • Stalking • Bullying

  14. FIND • A social networking story gone bad • Relay an instance where TMI lead to customer harm

  15. What is • ZoomInfo • Spock • PeekYou • Wink

  16. Virtual Environments • Emerging Issues: • Gambling • “dating” websites • Second life • Video Game realities

More Related