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• Most, but not all, organizations have privacy policies on their Web sites. If you don’t, by all means put one up ASAP. If you do have one, make sure it is up-to-date and legible by consumers. Post a privacy link at the bottom of each page and in your e-mail communications.
• If you’re collecting information on a Web form for lead generation or co-registration purposes, make sure that consumers see the choices you offer for allowing or limiting data use.
• Many marketers also are making their notices consistent with other high-level branding messages. Consider touting the environmental benefits of providing choice to consumers in your notice. Or, note the ability to keep your prices low by dint of your responsible use of data. This is a good opportunity for you to engage your customers with your brand at this critical touchpoint.
• Lastly, for those marketers that are struggling with privacy policies that may have been eclipsed by changes in business models, please know there are resources to assist you in making the necessary changes while providing your customers with the notice they need to make informed decisions. The DMA has a section of its Do-The-Right-Thing that explains this in great detail.
Remember, while the paparazzi glow on consumer notice may ebb and flow a bit over time, the reality is that consumer notices are the keys to unlocking and maximizing the responsible use of one of your organization’s most valuable assets: your customer data. Do not underestimate notices’ strategic value to your company, your brand, your customers and your ability to do business without government regulation.
Lou Mastria, CIPP, is chief privacy officer and vice president of public affairs at NextAction Corp., a Westminster, Colo.–based provider of cooperative data solutions for multichannel retailers. He can be reached at (908) 363-0983, or by e-mail at lou.mastria@nextaction.net.
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