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Utility and informed consent - the “keys” to implementing data privacy policy

30-second summary:

  • Click Z spoke to Max Kirby, Director of Digital Identity & Cloud Solutions at Publicis Sapient to discuss how technology and transparency can help solve the problems organizations face in implementing data protection.
  • Kirby outlined some of the biggest privacy compliance challenges organizations face, including the issues organizations must consider when implementing a privacy policy.
  • Some of the most important things companies must do when implementing a privacy policy include: understanding the principles of data protection law, combining records with a single identity, keeping your technology flexible, creating a use case for data, using a data explanation video, and creating transparency in your data protection model .
  • Publicis Sapient works with companies to keep up with internet technology and leverage all aspects of digital transformation from data via AI to CX and of course data protection.

In recent years legal regulations and the increasing need to provide clarity about user data have forced companies to comply with certain and often burdensome data protection requirements.

While data requirements and standards often seem a nuisance, implementing privacy policies can go smoothly, says Max Kirby, director of digital identity & cloud solutions at Publicis Sapient.

“Technology is properly understood as the trailblazer,” he says. “When you think about data through the lens of information, it becomes easier to figure out what technology you need to meet data protection requirements.”

For Kirby, the right technology can enable a company to link their privacy policies to the value they provide to the customer and to bring transparency to the fore – a key element in working with any digital native, he says.

However, moving from treating a customer as an object to an issue is a difficult task for businesses. This exercise itself requires identifying customers as individuals by collecting a large amount of data. This is the only way to personalize the customer journey. However, this emphasizes the need to keep data secure and protect customer privacy.

“The amount of data you have is proportional to your potential privacy liability,” explains Kirby. “Companies that currently use a lot of customer data have more vulnerabilities than companies that don’t.”

To address consumer privacy concerns, large platforms often use words like “trust” and “security” which can backfire. As soon as you mention the term “privacy”, users worry about the security of their data. Privacy means that “big tech” is watching and that data is vulnerable.

The answer to this dilemma is transparency that encourages trust. When consumers understand exactly what an organization is doing with their data, there is strong evidence that they trust that organization more – and are more likely to share their data.

Companies build this trust by creating comprehensive privacy policies that incorporate a mix of technology and transparency and bring multiple teams together. Finding the right mix of people who have expertise in data protection law, marketing, and technology is critical – but it’s also a big challenge.

Kirby defines this as a “digital hybridity” problem.

“Most companies don’t have the skills to regulate everything that needs to be considered in the privacy policy as individuals. Marketing people don’t have a technical background. The people in technology have no political background. The politicians have no marketing background, ”says Kirby.

There is no easy answer to solving the corporate privacy problem, but here are some best practices Kirby uses when working with clients at Publicis Sapient:

Solution to the data protection problem

To address the problem of hybridity (or lack of hybridity), organizations need to set up a data protection team that includes the CMO, CTO, and CIO along with a chief privacy officer (or someone with a law degree) who understands data protection laws .

Privacy teams should be composed of leaders with hybrid skills and team members who represent each specific focus of expertise, whether it is marketing, data collection, or privacy.

Here is a checklist of things companies should consider when implementing an effective privacy policy:

Understand the principles of data protection law

Understanding data protection law (e.g. the GDPR and elsewhere) is key to developing a workable privacy policy.

“The law is a moving target,” says Kirby. “Regardless of the specific manifestation of data protection law or the handling of opt-in or opt-out, it is about the principle of informed consent. The “informed” is the key. If you can align your business with it, you will be more future-proof. “

Combine records with a single identity

Kirby emphasized the importance of defusing data when it comes to privacy and compliance. Companies need to bring their data together in one place. This ensures, for example, that if you receive an opt-out you can fill these out across the company.

“The law doesn’t care if you have two different databases or systems or not,” says Kirby.

Keep your technology flexible

The use of flexible technologies ensures that you can easily adapt your systems and infrastructure when the laws change. Again, remember that it is important to base your approach to data protection on the principle that the law rests on itself, as the law often changes as it comes into being.

First, create a data use case

When data is in a database without being used, it quickly becomes stale.

“You have to use data to clean it up,” explains Kirby. “Data hygiene is not complete without a use case describing what you are using the data for. This will help you understand whether the data is correct and accurate. Data protection to make sure everything is done right can follow the utility in question. “

Explain dates with a video

Most people don’t know much about what companies do with their data, and very few of us read terms and conditions.

“The answer to that,” says Kirby, “is video.” Create a video explanation of what you are using data for to instantly help consumers understand your company’s privacy policy and understand exactly how their data will be used.

Transparency, Ethics and Trust

There is one thing that holds the above strategies together – transparency. Says Kirby, “The goal is that at time of collection, time of use, and time of release, users had a chance to know what data you are collecting, why and how you are using or sharing it. “When people understand how companies collect and use data (for personalization, advertising, etc.), privacy becomes inextricably linked with ethics and trust. That is why transparency is crucial.

Technology as a secret for implementing data protection guidelines

Publicis Sapient works with clients to drive business transformation using technology as the main driver of change. You will work with customers at the industry level to understand how technology and methodology can help them work with data and facilitate the implementation of privacy policies.

“APIs, consent management tools, and customer data platforms can help organizations implement privacy policies by effectively managing data,” said Kirby.

For example, consent management platforms allow companies to manage opt-outs across multiple channels. Customer data platforms combine data with a single primary identity. APIs facilitate internal and external exchange and access to data.

Finally, interoperability standards, including the Open Data Initiative, which offers a single, comprehensive view of corporate data, and the Cloud Information Model, an application-independent data model, are attempts to simplify the exchange of data by structuring them the same way across multiple enterprise platforms .

“Last place when it comes to privacy will be a shaky floor once the digital native consumer takes control,” added Kirby. “Our research shows that more people are paying attention every year.”

To better understand what people know, feel, and want when it comes to corporate data collection, read Publicis Sapient’s Data Collection and Consent Survey here.

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