Download Alastair Tempest, Director General, Federation of European Direct

Data Protection Conference 2009
“Personal data – more use, more protection?”
Profiling, Risk Assessment & Advertising
19 May 2009
by Alastair Tempest,
Director General
Federation of European Direct
and Interactive Marketing
Merchants have always held information
on their customers
Managing Customers’ Expectations
Confidence, Trust & Respect
Databases, CRM, relationship
Amazon – your preferences
More media = greater sophistication
Print
TV
E-mail
E-mail
Unaddressed
Radio
mail
E-Commerce
Mobile
Telephone
Word of
mouth
Sponsorship
Sales promotion
Specialized print
Targeting, profiling, keeping data upto-date
• Customers want relevant information;
• Targeting cuts waste, improves sales. Profiling
– a tool for targeting.
• Keeping databases up-dated.
• Preventing irratation by selecting the right
medium for each customer.
EU’s Data Protection Principles
• Permit flexibility & safeguard balance of interests
• Are media neutral
• Encourage codes to deal with details –
cooperation between the stakeholders
Challenge: applying existing principles enforcement
Transparency, accountability, responsibility
• Basis for trust, confidence & respect between
marketer & customer/consumer
• Business depends on acquiring & then
retaining customers!
Thank you