The intelligent marketer's guide to data privacy: the impact of big data on customer trust
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cham
Palgrave Macmillan
[2019]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xx, 192 Seiten Illustrationen, Diagramme |
| ISBN: | 9783030037239 |
Internformat
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Datensatz im Suchindex
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Contents Part I Understanding Customer Data Privacy Fundamentals 1 Customer Data Privacy: Why Every Marketer Should Care Introduction How Did We Get Here? Why Data Privacy Matters The Privacy Paradox Is No Excuse It Is on Companies to Do More Realm of Privacy and Data Collection Focus on Vulnerability Plan for This Book References 3 3 5 7 8 9 14 15 16 18 2 The Psychology of Consumer Privacy Introduction Background: The Psychology of Privacy A Rational Model of Consumer Privacy Psychology Consumer Heterogeneity Consumer Privacy Concerns Consumer Privacy Outcomes The Important Role of Trust Beyond the Rational Model: A Better Way for Marketers to Think About Consumer Privacy Consumer Data Vulnerability Gossip Theory Insights 21 21 23 26 27 29 29 30 31 32 34 ix
x 3 Contents Data Vulnerability Suppressors References 35 36 lhe Changing Privacy Legal Landscape Introduction: The “Right” to Privacy The Patchwork of U.S. Privacy Protection Wiretapping and (No) Constitutional Right to Privacy Reasonable Expectation of Privacy Federal Privacy Laws Fair Information Practices The Fair Credit Reporting Act Gramm-Leach-Bliley Act (GLBA) Medical Privacy Law for Marketers Commercial Communications and Privacy Children’s Personal Data and Marketing Litigation, Regulatory, and Financial Risks of Data Breaches State-by-State Legal Variations Regulatory Fines and Financial Risk Litigation The Privacy Regulator: Federal Trade Commission Mechanics of an FTC Enforcement Action What Marketers Can Learn from FTC Consent Orders European Data Protection Law Legal Basis for Processing Personal Data Lessons to Learn for the GDPR References and Notes 43 43 44 45 45 46 46 47 49 49 51 54 55 55 56 57 58 58 59 62 63 64 66 Part II 4 Defensive Strategies: Protecting from Threats Big Data’s Marketing Applications and Customer Privacy Introduction Advances in Marketing Applications Understanding the Marketing Environment Precision Targeting Big Data’s Role in Value Creation, Communication, and Delivery Big Data’s Inherent Tensions Company Benefits Company Challenges 1Ъ 73 75 75 76 77 79 79 81
Contents Customer Benefits Customer Challenges Potential and Peril of Artificial Intelligence in Marketing Novel Applications Customer Vulnerability Escalation References 5 Inoculating Against Customer Vulnerability Introduction No Company Is Safe Spillover Effects Competitive Effects In Praise of Data Minimization From a Data-Driven Culture to a Customer-Learning Culture Empowering Customers with Transparency and Control Breaking Down Transparency and Control Customer Empowerment Outcomes Keeping the Customer Relationship Focal: Advice to Managers References 6 Privacy Failures and Recovery Strategies Introduction Data Breach as a Marketing Crisis Recovery Effectiveness: What Customers Want Customer Vulnerability and Firm Benevolence Customer Behavior Effects Learning from Bearers of Bad News The Medical Example How Bad Is It? Sources of Severity Customer-Focused Data Breach Recovery Strategies Recovery Strategy Delivery Recovery Strategy Content Keeping the Customer Focal: One More Reminder References Part III 7 xi 83 84 86 86 88 89 93 93 94 95 95 96 98 101 101 102 105 106 109 109 111 114 114 115 116 116 118 120 121 123 125 126 Offensive Strategies: Competing with Privacy Understanding and Valuing Customer Data Introduction Firm Perspectives on Data Value 133 133 135
xii Contents Sources of Firm Value Sources of Data Customer Perspectives on Data Value Sources of Customer Value Role of Loyalty Programs from Customers’ Perspective Putting a Price Tag on Customer Data Customer Data Value Framework Analyzing Customer Valuations of Data Strategies for Sharing Data Value with Customers References 135 138 139 139 140 141 141 143 146 149 8 Data Privacy Marketing Audits, Benchmarking, and Metrics Introduction Data Privacy Marketing Audit Benchmarking Privacy Marketing Practices Customer Perspectives Regulatory and Legal Perspectives Employee Perspectives Data Privacy Marketing with SWOT Analysis Data Privacy Marketing: Objectives, Strategies, and Action Plans Data Privacy Metrics Privacy Policy Violations Customer Data Incidents Financial Impact of Data Incidents Customer Data Vulnerability Customer Trust Customer Willingness to Share Data Customer Privacy Related Complaints Lost Customers Social Media Sentiment Time to Initiate Response Percentage of Staff Receiving Privacy Training References 153 153 154 155 156 157 158 161 162 163 164 164 164 165 165 165 165 166 166 166 167 167 9 Effective Privacy Marketing Strategies Introduction Six Tenets for Effective Privacy Marketing Tenet #1 : Avoid Customer Data Vulnerability Tenet #2: Balance Big Data and Privacy Tenet #3: Share Data Value Tenet #4: Preempt Privacy Regulations 169 169 170 170 172 173 175
Contents Tenet #5: Recover from Data Breaches Tenet #6: Audit for Knowledge The Future of Data Privacy Marketing References xiii 176 178 179 181 Company Index 183 Subject Index 187 |
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| language | English |
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| spelling | Palmatier, Robert W. Verfasser (DE-588)1081904445 aut The intelligent marketer's guide to data privacy the impact of big data on customer trust Robert W. Palmatier, Kelly D. Martin Cham Palgrave Macmillan [2019] © 2019 xx, 192 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Popular Science in Business and Management Marketing Big Data/Analytics Business Big data Marketing (DE-588)4037589-4 gnd rswk-swf Datenschutz (DE-588)4011134-9 gnd rswk-swf Big Data (DE-588)4802620-7 gnd rswk-swf Privatsphäre (DE-588)4123980-5 gnd rswk-swf Personenbezogene Daten (DE-588)4173908-5 gnd rswk-swf Big Data (DE-588)4802620-7 s Datenschutz (DE-588)4011134-9 s Personenbezogene Daten (DE-588)4173908-5 s Privatsphäre (DE-588)4123980-5 s Marketing (DE-588)4037589-4 s DE-604 Martin, Kelly D. Verfasser (DE-588)1193188040 aut Erscheint auch als Online-Ausgabe 978-3-030-03724-6 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030951506&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Palmatier, Robert W. Martin, Kelly D. The intelligent marketer's guide to data privacy the impact of big data on customer trust Popular Science in Business and Management Marketing Big Data/Analytics Business Big data Marketing (DE-588)4037589-4 gnd Datenschutz (DE-588)4011134-9 gnd Big Data (DE-588)4802620-7 gnd Privatsphäre (DE-588)4123980-5 gnd Personenbezogene Daten (DE-588)4173908-5 gnd |
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| title | The intelligent marketer's guide to data privacy the impact of big data on customer trust |
| title_auth | The intelligent marketer's guide to data privacy the impact of big data on customer trust |
| title_exact_search | The intelligent marketer's guide to data privacy the impact of big data on customer trust |
| title_full | The intelligent marketer's guide to data privacy the impact of big data on customer trust Robert W. Palmatier, Kelly D. Martin |
| title_fullStr | The intelligent marketer's guide to data privacy the impact of big data on customer trust Robert W. Palmatier, Kelly D. Martin |
| title_full_unstemmed | The intelligent marketer's guide to data privacy the impact of big data on customer trust Robert W. Palmatier, Kelly D. Martin |
| title_short | The intelligent marketer's guide to data privacy |
| title_sort | the intelligent marketer s guide to data privacy the impact of big data on customer trust |
| title_sub | the impact of big data on customer trust |
| topic | Popular Science in Business and Management Marketing Big Data/Analytics Business Big data Marketing (DE-588)4037589-4 gnd Datenschutz (DE-588)4011134-9 gnd Big Data (DE-588)4802620-7 gnd Privatsphäre (DE-588)4123980-5 gnd Personenbezogene Daten (DE-588)4173908-5 gnd |
| topic_facet | Popular Science in Business and Management Marketing Big Data/Analytics Business Big data Datenschutz Big Data Privatsphäre Personenbezogene Daten |
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