5.6 Privacy


Intelligence Resource (IR)

Praktisk Intelligence (I)/Business Intelligence (BI)/

OmverdensOvervåking (OO)





Intelligence/Business Intelligence/ OmverdensOvervåking 


Internet Marketing Intelligence

Internett Marketing  

Web utviklingsprossen 

CD/Video utviklingsprossen 

Tips& Triks 



Kunnskapskilden –  Internet Marketing Intelligence

Bench on the pier


Internet Marketing Intelligence




Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM


Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia  1999/2000



Chapter 1 Introduction/overview

Chapter 2 Search Strategy

Chapter 3 One to One Marketing and its environment

Chapter 4 Environmental Scan

Chapter 5 Market analysis

Chapter 6 Competitors Analyses

Chapter 7 SWOT

Chapter 8 Critical Success factors

Chapter 9 Segmentation, Customer analysis and target markets

Chapter 10 Business Objectives and Strategies

Chapter 11 Marketing Mix tactics and Conclusions



Chapter 5

Market Analysis



Chapter 5 Market analysis

5.1 Trends

5.1.1 Mega trends

5.1.2 Emerging Web Trends

5.1.3 1999 Web Trends

5.1.4 Where in the world is the Net taking us?

5.1.5 Future.sri.com

5.1.6 Predictions for the Web in 1999

5.1.7 Other trend forecasts

5.1.8 E-Commerce

5.1.9 Trends Technology

5.1.10 Drivers for Change – Consumers

5.1.11 Demographics

5.2 Internet statistics

5.2.1 Internetstatistic.com

5.2.2 E-Marketer STATISTIKK

5.2.3 NUA

5.2.5 Activmedia

5.2.6 Dataquest

5.2.7 Surveyn.Net – Internet User Survey #2

5.2.8 Other Statistik

5.2.9 Web shopping Statistics

5.3 One to One marketing / Relationship marketing

5.3.1 Relationship Marketing

5.3.2 1:1 marketing

5.3.3 Permission marketing

5.3.4 Power tools for 1:1

5.3.6 Critical Questions

5.3.8 The state of one to one online, part II

5.4 Customer care/ customer service

5.4.1 Customer Care Pricewaterhous & Coopers

5.4.2 Customer Relationship Management CRM

5.4.3 Customer service

5.4.4 Collect customer information

5.4.5 Customer service

5.4.6 Internet Customer Service

5.5 Personalization

5.5.1 Personalization: Marketing to one:

5.5.2 There are 4 ways to ad personalization to the web site

5.5.3 Different articles about personalization

5.6 Privacy

5.6.1 Information sources on Internet concerning privacy

5.6.2 Articles about privacy

5.7 Security

5.7.1 Different articles concerning security

5.7.2 NUA Security Issues

5.8 The Market place 1to1 after Peppers & Rogers

5.8.1 Communications and Media

5.8.2 Customer Knowledgebase

5.8.3 Mass Customization

5.8.4 Distribution and Channel

5.8.5 Organizational Structure

5.9 The future of One to One Web Technology

5.9.1 The Future of One-to-One Web Interactivity

5.9.2 The Future of One-to-One E-Mail

5.9.3 The Future of One-to-One Web Site Personalization

5.9.4 The Future of One-to-One Push

5.2.5 The Future of One-to-One Community

5.9.6 The Future of One-to-One Web Presentation and Conferencing

5.9.7 The Future of One-to-One Advertising and Promotion

5.9.8 The Future of One-to-One Web Site Tracking and Analysis

5.9.9 The future of tracking in a word: databases.

5.10 Products and customers

5.10.1 Who is buying what over the Internet?

5.10.2 Customer-business interaction

5.10.3 Business relationships and communications

5.11 Changes in the market place

5.11.1 Drivers of Change

5.11.2 Consumer Behaviour

5.11.3 Industry Response

5.12 Changes in the market response

5.12.1 Product & Service Offering

5.12.2 Relationship Marketing

5.12.3 One to One Marketing

5.12.4 Mass Customisation

5.12.5 Future Delivery Mediums

5.13 Changes in delivery mediums

5.13.1 Post

5.13.2 Fax

5.13.3 CDs and Disks

5.13.4 Kiosks

5.13.5 Pagers and PDAs

5.13.6 Telephones and Smartphones

5.13.7 Interactive TV

5.13.8 Web TV

5.13.9 Internet E-mail

5.13.10 Internet World Wide Web

5.13.11 Proprietory ISPs

5.13.12 Summary






Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia  1999/2000


5.6.1 Information sources on Internet concerning privacy

The Internet is full of sites that can provide you with information about privacy issues. Here is a list of the best:


American Civil Liberties Union http://www.aclu.org

The privacy arrea of this well known civil liberties group is a very good resource for finding out information about privacy online. Especially useful is the Data Defence Kit page, where you can report privacy violations and talk with others about privacy. There are also updates on privacy- and security-related laws and lawsuits.


The Center for Democracy and Technology http://www.cdt.com
An excellent site that focus primarily on providing information about government legislation having to do with online privacy issues.


Computer professional for social responsibility http://www.cpsr.com
This group focuses on the overall impact of technology on society as whole. As you might expect they devote a good deal of their time and energy to private issues. Their home on the Web is a great place to get privacy- related information and join the group if you want.


Electronic Frontier Foundation http://www.eff.org

Probably the best site in all of cyberspace for getting information on online privacy issues. You get news, government , the latest doings inside the industry, and much more. You can also subscribe to a free e-mail-privacy email alert – and they don’t give your email address away.


Federal Trade Commision http://www.ftc.gov

The government agency charged with regulating interstate commerce has an incredible amount of helpful information about protecting your privacy and safety online. Click around to many parts of the site for help. But the best page is http://www.ftc.gov/privacy/protect.htm , which gives great information about your privacy rights concerning credit bureaus, direct marketers, and the way that your state Department of Motor Vehicles can release information about you to direct marketers.


The Privacy Page http://privacy.org

Great site for keeping up with the latest news about how to protect your privacy online and in the real world as well. In addition to news, there’s lobbying efforts and advice on how to protect your privacy.


Privacy Rights Clearinghouse http://www.privacyrights.org

This one provides useful information and articles about privacy, including some good ones fior what to do in the event of identity theft. There’s also a good set of links to other privacy-related sites


Privacy Issues . http://www.searchz.com/Articles/0913991.shtml

Nick Usborne, «Is Convergence Good For Privacy?» ClickZ, 9/13/99. Comparison of typical online and offline privacy statements. As business practices from the offline world infiltrate the e-commerce

arena, privacy policies at webstores are likely to weaken. This may harm the online business

5.6.2 Articles about privacy

Don Peppers and Martha Rogers, «Uncle Sam is Watching,

» http://www.1to1.com/articles/i1-072299/index.html#a2

Inside 1to1, 7/22/99. The US Federal Trade Commission has reported that online companies are regulating themselves so well in the privacy arena that regulatory action is not required — right now. An increasing number of companies are adopting policies designed to protectconsumer privacy. But the agency says it will regulate in the future if progress does not continue.


Michel Fortin, «Privacy Policies Promote Purchases,»


SuccessDoctor.com, 7/21/99. Argues privacy concerns is partly to blame for so many deserted shopping carts mid-transaction. Explains what to include in a privacy policy and how to allay concerns.


Seth Fineberg, «Consumer Privacy May Be Negotiable,»


ChannelSeven, 7/27/99. A survey by Walden Media found the most common type of personal information solicited by siteowners are: e-mail address, first and last names, billing address, and day and evening phone numbers. Of direct sales sites, the number of types of personalinformation solicited was: 6 types (48%), 10 types (33%), 20 types or more (1%). More types were solicited by the more service oriented sites.


«eMarketer Interview: Dan Jaye,»
http://www.emarketer.com/enews/enews_jaye.html eMarketer, 6/28/99. Interview with

leader in Platform for Privacy Project (P3P) initiative to develop standards for self-regulation of information collected on site visitors. Discusses current state of affairs with EU officials and is optimistic

about a resolution of theconflict with European privacy regulations.  Andy Oram, «Online Privacy and the European Controversy,» Web Review, 6/18/99. Discusses the major difference between the EU

position on privacy that forbids repurposing of Web-collected data, and the US P3P approach that states what info is collected and how it is used.


Andy Oram, «Online Privacy and the European Controversy,» http://webreview.com/wr/pub/1999/06/18/platform/index.html

Web Review, 6/18/99. Discusses the major difference between the EU position on privacy that forbids repurposing of Web-collected data, and the US P3P approach that states what info is collected and how it

is used.


Ralph F. Wilson, «Taking Privacy Seriously,

» Web Marketing Today, http://www.wilsonweb.com/wmt3/980701privacy.htm  Issue 46, 7/1/98. Discusses the importance of developing and strictly observing a privacy policy in order to increase customer trust, and ward off regulation threats from the FTC and the EU.


«New Numbers on Consumer Internet Privacy,»
eMarketer, 5/17/99. http://www.emarketer.com/estats/051799_priv.html

Summary of results of the Georgetown Internet Privacy Policy Survey, with links to the complete study in various forms. 90% of sites gather visitor data, but only 55% ask for demographics. 87% of sites state a

privacy policy, but only 14% have ‘complete’policies.


Kathleen Murphy, «Survey Finds Most Sites Post Privacy Policies,»


Internet World, 5/17/99. New survey shows that although a lot of sites are now posting privacy policies online, many policies are incomplete or insufficient. Self regulation has begun to work, but

‘getting from talking about privacy to having an effective privacy frameworkthat protects consumers is a long road.’


Mary J. Culnan, «Georgetown Internet Privacy Policy Study,»


McDonough School of Business, 5/13/99. In a survey of 323 sites, 65.7% had a privacy statement (up from 14% a year ago) and one third said how personal information would be used, though only 10%

conformed with FTC guidelines. Of the 100 top e-commerce sites, 94% notify consumers ifdata is being collected on them. Reports in PDF format.


Deborah Kania, «Is Privacy Inevitable?,» ClickZ, 5/11/99.


How (and  why) to write a clear privacy policy based on what your customers prefer and what will fulfill your online marketing objectives. Website privacy practices vary widely, and consumer attitudes seem



Dana Blankenhorn, «Misusing Permission,» A-Clue.com, 5/3/99.


Reflects on Seth Godin’s Permission Marketing. Permission should not be harvested like a crop, but leveraged. Notes that while the goal of permission marketing is to become intimate with your customer, if you abuse the relationship, you don’t just lose acustomer, you gain an enemy.


Becky Waring, «Buy Anonymous,»
NewMedia, 5/1/99. http://newmedia.com/newmedia/99/05/readme/Buy_Anonymous.html

With online fraud still ranking as one of the biggest problems facing e-commerce, digital certificates and electronic signatures look like a solution about to arrive. But stronger consumer authentication raises new concerns about privacy.


«Ten Points To Consider In Developing Your Company’s Privacy Policy,


» Inside 1to1, 2/4/99. Excellent summary of points to consider when developing a privacy policy.

«IBM Takes the Lead on Internet Privacy,» IBM. «In order to fortify Internet privacy standards and encourage their broad adoption, IBM has announced that it will only advertise on Web sites that post a clear privacy policy statement.» Since IBM is one of the largest advertisers,

this will carry a lotof weight.


Nelson Wang, «IBM To Spurn Sites That Lack Privacy Policies,»

Internet World, 4/12/99. Taking privacy issues seriously is crucial to gaining widespread acceptance of e-commerce. IBM is using its muscle as the #2 web advertiser to force the issue, plans to stop advertising on sites without adequate privacy policies.


Jesse Berst, «E-Businesses May Be Discriminating Against You,»

ZDNet AnchorDesk, 4/6/99. Explains how customer databases, including buying patterns, may cause some online businesses to discriminate against you (or for you). Sees this as part of the larger

privacy issue.


«IBM Takes the Lead on Internet Privacy,» IBM. «
In order to fortify http://www.ibm.com/news/1999/03/31.phtml  Internet privacy standards and encourage their broad adoption, IBM has announced that it will only advertise on Web sites that post a clear

privacy policy statement.» Since IBM is one of the largest advertisers, this will carry a lotof weight.


Nelson Wang, «IBM To Spurn Sites That Lack Privacy Policies,»

http://www.internetworld.com/print/1999/04/12/ecomm/19990412-ibm.html Internet World, 4/12/99. Taking privacy issues seriously is crucial to gaining widespread acceptance of e-commerce. IBM is using its

muscle as the #2 web advertiser to force the issue, plans to stop advertising on sites without adequate privacy policies.


Jesse Berst, «E-Businesses May Be Discriminating Against You,»

http://www.zdnet.com/anchordesk/story/story_3263.html  ZDNet AnchorDesk, 4/6/99. Explains how customer databases, including buying patterns, may cause some online businesses to

discriminate against you (or for you). Sees this as part of the larger privacy issue.


«BBBOnline Privacy Program,

http://www.bbbonline.org/businesses/privacy/  » BBBOnline. BBBOnline launched a

new privacy seal of approval to assure customers that siteowners follow clear information privacy rules.

Adrienne Matt, «Leave Me Alone,» ChannelSeven, 3/22/99. Researchers and marketers are facing an increasing desire for privacy, according to Alan Westin, due to a deep distrust of institutions and

businesses that have information about them. 88-92% of Americans are concerned about threats to privacy.78% believe businesses have too

much personal information. 61% believe laws and business practices don’t protect consumer privacy.


Adrienne Matt, «Leave Me Alone,» ChannelSeven, 3/22/99.


Researchers and marketers are facing an increasing desire for privacy, according to Alan Westin, due to a deep distrust of institutions and businesses that have information about them. 88-92% of Americans

are concerned about threats to privacy.78% believe businesses have too much personal information. 61% believe laws and business practices don’t protect consumer privacy.


«Who Do You Trust?,» eMarketer, 3/22/99.


Better Business Bureaus have begun to offer a web site privacy seal, putting them in competition

with 2-year veteran seal provider TRUSTe. Sites must comply with BBB guidelines for gathering and using personal data. Cost is $150 – $2000 per site.


Sean Carton, «The Road To Hell Is Paved With Good Marketers,»

ClickZ, 2/17/99. http://www.searchz.com/Articles/0217992.shtml  Ways to address privacy concerns of your site visitors: let them choose whether to provide personal information, (2) de-couple personal info from identity, (3) set a privacy policy and police it.


Ann Cavoukian, «Privacy: The Key to Electronic Commerce,»


Information and Privacy Commissioner of Ontario, 4/1/98. Ontario (Canada) government report gives overview of ecommerce privacy issues, including profiling and personal data collection, security of the

technology, the state of privacy law, and electronic payment systems. Conclusion: we need to educate consumers


Don Peppers and Martha Rogers, «Europe and the Future of 1to1,»

Inside 1to1, 11/5/98.  http://www.1to1.com/articles/i1-11-05-98.html#a2

Discusses Europe’s new privacy directives that prohibit the transfer of personal information across borders. «The potential impact of the new rules is almost laughably damaging and extreme,» they say, since more commerce is global. Calls on the EU to support market-based initiatives such as Trust-E and the Online Privacy Alliance.


Suzan Nolan, «A Privacy Primer: the European Regulations,» Who’s

Marketing Online, 10/28/98.  http://www.searchz.com/wmo/102898.shtml

Outlines main provisions of the EU privacy regulations. They include registering a database, destroying data, not storing certain types of data, etc. She gives references for further study.


Will Rodger, «E-Com Summit Yields Little Progress,

» Inter@ctive http://www.zdnet.com/intweek/stories/prtarchivestory/0,4356,367540,00.html

Week, 10/28/98. Organization for The Economic Cooperation and Development’s (www.oecd.org) gathering on electronic commerce in Ottawa Oct. 7-9 yielded little progress, but experienced disagreements on hot to handle privacy between European and US proponents.




Suzan Nolan, «Biting the Hand that Waves Privacy Compliance Away,»


Who’s Marketing Online, 10/21/98. On October 24 a European Union directive on data privacy takes effect. Certain questions about a visitor’s age, race, etc. are strictly controlled, and collection must be for a

legitimate business purpose other than resale. Ability to edit one’s personaldata file is a right for European users.


Hans Peter Brondmo, «Handing the Keys to the Customer,» (Norwegian)


Zcommerce, 10/8/98. Observes that the once-friendly Web is now filled with distrust. Building two-way relationships with customers is the way to market, using personalization techniques combined with (1) voluntary participation, (2) fair exchange of value, and (3) privacy.


Albert Pang, «Everyone is Talking about Privacy on the Net, but Who

Actually Is Doing Something about It?,»


ZDNet eBusiness, 9/25/98. Pessimism that either Congress or industry will take much action on



Maria Seminario, «Magiziner: U.S. Wants Open Web,» ZD Network

News, 8/25/98. http://www.zdnet.com/zdnn/stories/zdnn_smgraph_display/0,3441,2131268,00.html

Ira Magaziner, Clinton’s top technology advisor, is recommending self-regulation for US companies on privacy matters.


«Interview with Susan Scott of TRUSTe on Proposed Regulation,»

Inside 1 to 1, 7/23/98. Scott provides insights and predictions into how Congress will regulate information acquisition and progress towards self-regulation by the industry.


Interview with Susan Scott of TRUSTe on Proposed Regulation,»

Inside 1 to 1, 7/23/98.  http://www.1to1.com/I1to1/072398/

Scott provides insights and predictions into how Congress will regulate information acquisition and progress towards self-regulation by the industry.


Rick E. Bruner, «P3P: Programming Privacy,

» Executive Summary, http://www.x-summary.com/trends/980630.phtml

6/30/98. Good overview of P3P, a protocol to allow sites to display their privacy policies to ver. 5.0 browsers through XML language. Looks at the drawbacks to adoption, and predicts that cookies will continue, though perhaps with TrustLabels.


Kim M. Bayne, «Privacy still burning Web issue,

» Advertising Age, http://adage.com/interactive/articles/19980629/article1.html

6/29/98. Describes various approaches for self-regulation among marketers, as well as «seals of approval» by various third parties.


Maria Seminerio, «Studies: Users Fear the Net,» ZD Network News,

6/24/98. Sites poll by Privacy & American Business and Lou Harris & Associates that 81% of users are concerned about their privacy on the Web. Overview of privacy issues and the response of the FTC and

Direct Marketing Association.



Kathryn C. Montgomery, «Gov’t must take lead in protecting children,»


Advertising Age, 6/22/98. Outlines studies by FTC and the Center for Media Education showing poor practices by owners of children’s sites. Recommends legislation.


Keith Pieper, «Special ClickZ Report: Online Privacy,» ClickZ, 6/11/98.


Discusses privacy issues generally, as well as surveying the results of a survey conducted by ClickZ concerning privacy practices of respondents.



Suzan Nolan, «When Protecting Privacy Is Not Optional,» Who’s Marketing Online, 6/10/98.


Describes the October 1997 European Union Data Directive which are much stricter than US laws. Says this is

the way US laws are likely to go. Note that laws differ from country to country in Europe.


«Directive 96/9/EC of the European Parliament and of the Council of 11 March 1996 on the legal protection of databases,


» I*M Europe. Unofficial text of the European Union Data Directive which outlines privacy requirements in Europe.


Nancy Weil, «FTC blasts Web sites for inadequate privacy policies,»

InfoWorld Electric, 6/4/98. A recent FTC study of 1,400 sites found 85% of the commercial sites reviewed collect personal information, but only 14% notify consumers of the site’s personal information practices.

Just 2% provide consumers with a comprehensive privacy policy.


«Privacy Online: A Report to Congress,» Federal Trade Commission,

6/4/98. Text of the FTC’s report to Congress on online privacy.


Makes recommendations about consent prior to obtaining information from children.


Dylan Tweney, «The consumer battle over online information privacy has just begun,»
InfoWorld Electric, 6/22/98.


Suggestions for companies to protect themselves in light of the recent FTC report.

Suzan Nolan, «Your Privacy IS protected, in some countries anyway,» Who’s Marketing Online, 6/3/98. Describes strict privacy regulations already in place in Europe.


Kathleen Murphy, «Privacy Specification Moves a Step Forward,»

Internet World, 6/1/98.


Platform for Privacy Preferences (P3P), the specification makes it possible for users to be informed when their privacy preferences clash with a site’s practices.


Keith Pieper, «Privacy: Be a Part of the Solution,»
ClickZ, 5/21/98. http://www.searchz.com/clickz/052198.shtml

Recommends being open about your privacy policy, joining eTrust, giving

users control over their data, and using software privacy tools.


«DMA Privacy Policy Generator,» Direct Marketing Association.


Resource creates a customized privacy policy for you company when you answer a series of questions about your use of customer data. Creates a copy in either HTML or plain text.


Dylan Tweney, «Lack of trust hurts consumer commerce for onlineretailers,»

InfoWorld Electric, 5/11/98.


Discusses the value of the TRUSTe logo as a pledge that a company won’t use the data they

collect about customers in inappropriate ways.


Ira Teinowitz, «Online privacy rules proposed to ease threat to e-commerce,»
Advertising Age, 4/27/98.


A group of major companies is

forming a coalition chaired by a former Federal Trade Commissioner to

provide self-regulation of privacy issues on the Internet.


Be Prepared: The Battle Over Internet Privacy Is At Hand


Rosalind Resnick, 6/30/97,ClickZ. Marketers using spam and cookies without restraint risk government

regulation, but self regulation is better. FTC is considering privacy issue.


He Likes His Cookies Without The Nuts


  1. M. Ivler, 8/22/97, ClickZ. Internet privacy concerns over data-gathering and tracking capabilities of cookies for consumer demographics mining.


Here’s The Scoop: Cookies Really Aren’t Crummy


Rob Frankel, 7/23/97,ClickZ. Are cookies a data chip on your hard drive that give marketers advertising

demographic research data so they can please you, or an invasion of privacy?


Just Like Mom Said: A Little Caution Means You Can Have Your Cookie…

Alan Ferguson, 6/27/97,ClickZ. Cookies can invade privacy & erode consumer trust. Web marketers should use eTRUST & handle demographic data with care or they risk government control.


To Adfinity And Beyond: Banner Ads Go Direct

Rosalind Resnick, 6/2/97,ClickZ. Direct & push marketers need ethical online marketing policies on consumer disclosure, privacy, and demographic data access.Sites certified by eTRUST.


When Protecting Privacy Is NOT Optional


Suzan Nolan, 6/10/98, WhosMarketingOnline. Europe’s data protection laws are stronger than US. Marketers must know rules and be in compliance to avoid risk. Get Oct ’98 EU Data Directive to your legal department.


Your Privacy IS Protected…in Some Countries, Anyway


Suzan Nolan, 6/3/98, WhosMarketingOnline. EU privacy directive impacts trans-border data flow, international marketing. US doesn’t protect privacy, people must consent to data transfer, marketing use.


July 1, 1999 – Targeted Ads..Are We Setting Ourselves Up….

A look at the invasion of privacy regarding targeting ads to consumers: instances with IBM, Disney,



Zcommerce 10/5/98, Elaine Palmer. E-Commerce Impressions At The Really Big

Show http://www.searchz.com/zcommerce/100598.shtml

Internet Commerce Expo tells how to meet needs of mainstream ecommerce shoppers. Make shopping easy with online convenience, selection; develop trust, privacy, relationships.






Building Relationship online


September 13, 1999

Is Convergence Good For Privacy?


We’ve been hearing about the upcoming convergence of online and offline commerce. Boundaries between online and offline commerce may blur and fade to nothing. Because every company will one day become an off/online hybrid, marketing through multiple channels. Nick fears convergence may very quickly begin to damage some of our online business practices that are refreshingly good. Like the protection of personal privacy. Nick Usborne  August 30, 1999



One-to-One Web Marketing E-News February 1999



Co-author Deborah Kania recently wrote two articles for ClickZ.com about the issue of online privacy. Here are excerpts of the articles along with a link to each article:


Article: «The Fork In The Road» on ClickZ.com


So here we marketers are, traveling along the road to successful one-to-one web marketing…but wait, there is a fork in the road ahead. We come upon two choices — to protect our customers’ privacy, or not to protect their privacy.


We are still mapping the Internet landscape and building new online marketing roads. Of course, we have created these new marketing roads based on old, well-beaten paths and well-worn maps. Many of you online marketing pioneers have traveled without a map, taking all kinds of wrong turns, and perhaps have even gotten a bit lost in your past online marketing efforts. But, boy… hasn’t the ride been fun!


Many marketers have been puzzled by online users’ demands regarding privacy. In direct marketing and

telemarketing, customer databases full of rather personal information (like income, marital status, credit,

neighborhood) have been bought and sold with nary a nod at privacy or a thought about asking permission. In the «real» world, we get annoying calls from telemarketers or junk mail from direct marketers who probably have databased more information on us than we’ve catalogued ourselves. Most people have accepted this as a fact.


Privacy: The Marketer’s New Reality



But the cyber world is not the real world, much as it represents reality for online markers. The two most critical differences between offline customers and online customers is that the online customer demands: The power of choice. Online customers demand the freedom to choose how they are being marketed to (think of the fervent

reaction to Spam). And don’t you even think about selling their names and information to a third party without their permission!


For the rest of the article: «The Fork in the Road,» ClickZ, 1/26/99


Article: «Developing A Privacy Policy,» ClickZ.com



Let the buyer beware.


Here’s we go with one last discussion about online privacy, before we get back to precision marketing methods and technologies. This week, I wanted to shed light on privacy policies and statements, and on the methods you can use to educate your customers about privacy.


Most people shy away from no-name web companies, and they don’t trust sites that don’t get right out in front and vigorously protect their security and privacy. Of course, the ultimate goal is to decrease customers’ fear over providing personal information, in order to encourage their participation in your one-to-one web marketing efforts.


Better Safe than Sorry


Make your customers feel safe and secure by establishing privacy policies and displaying them prominently on your web site. Make your privacy statement available from your home page, and also make it accessible from any page within your site — especially at the point where the user will be handing over information. The obvious choices are the registration page or the beginning of an order-entry page.


What sort of information should your privacy policy include? There are various scenarios: A vow to never provide customer information to a third party. A choice (offered to the customer) to prevent the web site from giving his or her name to a third party. A choice of giving (or not giving) the web site permission to provide an individual’s information to relevant and reputable companies.


So, privacy policies are not hard and fast. What it comes down to is twofold: What information the site wants to collect and what the site wants to do with that information, and how much control a customer wants to maintain over his or her own personal information.


For the rest of the article, «Developing A Privacy Policy,» ClickZ, 2/2/99


One-to-One Web Marketing E-News February 1999


«The Business Case For Privacy,» by Jennifer Bresnahan, CIO, 3/15/98


«The Fork in the Road,» by Deborah Kania, ClickZ, 1/26/99 (on privacy)


«Developing A Privacy Policy,» by Deborah Kania, ClickZ, 2/2/99






May 20, 1999 Martha Rogers, Ph.D.


If you bang the drum long enough and loud enough, people can’t help stepping to the beat. We’ve been saying all along that there’s nothing more important in building lasting customer relationships than protecting your customer’s privacy online. Now a Georgetown University business school study shows that more online businesses than ever are doing just that.


A Federal Trade Commission survey last year found that 196 out of 1,400 commercial Web sites – only 14 percent – informed customers of how they use personal information. Last week’s Georgetown University study of 364 of the top 7,500 Web sites visited by consumers showed that 240 – 66 percent – posted at

least one privacy disclosure. What a difference a year makes!


The Georgetown http://www.msb.edu/faculty/culnanm/gippshome.html study is a follow-up to the FTC study. It asked three questions:

  • What personal information do Web sites collect from consumers?
  • How many
  • Web sites posted privacy disclosures?
  • Do these disclosures reflect fair information practices?


It’s not surprising that 93 percent of the sites surveyed collect consumer information – that’s an important part of any business. But it’s heartening that of the sites that have a privacy policy posted, 87 percent explained how they collect data and how they plan to use it. About 77 percent offer consumers a choice on how their information would be used; 40 percent give consumers some access to their own data; 46 percent securely store data; and 49 percent let customers contact the company.


One company that’s already struck a significant blow for online privacy protection is IBM, which announced earlier this year that it would cease advertising on any Web site that does not post a privacy policy (See INSIDE 1to1, April 1, 1999, «Way to Go, Big Blue.»).


Companies that ask their customers for personal information must form an explicit bargain with them that their information will be used within the company only on a need-to-know basis. Companies that fail to protect their customers’ information are asking for trouble. If you’d like some guidelines for your

company’s Web site, you can review our 10-point privacy checklist on page 99

of «The One to One Fieldbook.»


Hvis du har noen spørsmål eller ønsker å vite mer om Intelligence Resource kan du bruke kontaktmulighetene nedenfor:


ORG.NR: 977 505 992

Jan Vig
Daglig leder

Kirkeveien 35, NO-1710, SARPSBORG
Mobile : +47 414 43 727
e-mail: ja-vig@online.no
Web: www.slowdown.no ,www.intelligence.no , www.risikoledelse.com

Copyright © 2000-2015 VIG CONSULTING

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