Online Privacy Practices that Build Brand Trust

Data analytics, customer profiling and tracking technologies can skyrocket the effectiveness of your marketing programs. Making the most of the latest technologies and data trends requires assuring your customers that their privacy is protected. The more they trust your brand, the more loyal and forthcoming they will be. A comprehensive privacy strategy accounts for all types of data collected, stored, shared, and used by your organization, industry best practices, and local privacy laws.

Transparent Data Collection and Sharing

Your goal is to know your customer better, not to unwittingly share their information or violate privacy laws. To be transparent with customers, you need to know what data is collected on your website and by whom. Your site might collect any of the following:

1.	Individual identity data—name, address, IP address or driver’s license 2.	Behavioral data—where visitors go, where they are, or what they do 3.	Derived data—profiles based on analytical models 4.	Self-identified data—likes, networks, intent, product opinions

Online Behavioral Advertising and Do Not Track

Online behavioral advertising (OBA) tracks actions across websites to predict a consumers preferences. Do not track (dnt) solutions are increasingly available in browsers. Transparency and choice are cornerstones of a responsible online privacy practice. Whether a company uses online behavioral advertising and tracking or allows 3rd party companies to use it, a privacy policy should disclose the information and offer an opt-out manager.

Online Privacy Checklist

 Does your website comply with the latest applicable data privacy regulations, meet industry standards and communicate your commitment to online safety and security? Do your ads or advertisers, publishers, and agencies comply with online behavioral advertising regulations, federal guidelines, and emerging international standards? Does your mobile site or mobile app meet the same level of privacy standards as your website and other applications? Do you clearly communicate these policies to users? Can you assure your cloud-based service clients that their data and the data of their customers meets the highest privacy standards and complies with applicable regulations?  

Privacy Trustmarks and Seals

A 3rd party privacy trustmark or privacy seal shows consumers that your site complies with industry standards, applicable laws and privacy practices have been validated.