Marketing in the C-Suite: How Responsible Data

Stewardship Drives Business Leadership

March 19, 2014

Your Panelists

JoAnne Monfradi Dunn

President & CEOAlliant

Sal TripiAVP, Digital Operations & Compliance

Stephanie MillerSVP, Member Engagement

DMA@stephanieSAM

Why Data Stewardship Matters

March 19, 2014

Advancing and Protecting Responsible Data‐Driven Marketing

The raw material of effective marketing

The Data-Driven Marketing Economy

$156 billion | 675,000 jobs

70%

Due to exchange of data across the ecosystem ($110B)

Source: DDMI, Value of Data, Oct 2013, www.thedma.org/valueofdata

» That privilege is under attack. Strong data stewardship is a pre-requisite for continued access to the data we need.

Access to Consumer Data is a Privilege

Builds customer trust through:» Purposeful data governance;» The intentional collaboration of all data

stakeholders to insure accurate, safe, and responsible use of the data;

» The long term sustainability of both compliancebehavior and business strategy in a sea of changing technology, laws, and regulations

What Is Data Stewardship?

what compels excellence in data stewardship?

it’s good for business!

consumers expect it.

regulatory issues and risks.

“When our engineers work tirelessly to improve security, we imagine we're protecting against criminals, not our own government.”

Mark Zuckerberg to President Obama

It’s up to us:

»A successful self-regulated business environment begins with effective self- regulation

PANEL DISCUSSION

Your Panelists

JoAnne Monfradi Dunn

President & CEOAlliant

Sal TripiAVP, Digital Operations & Compliance

Stephanie MillerSVP, Member Engagement

DMA@stephanieSAM

» Know what data types you have» Know who has access to what data» Know your legal obligations for each data type» Ensure that the data is secure» Ensure that consumers receive proper notice

and choice» Ensure that partners use data responsibly» Ensure that marketing, IT, customer service

have the right training…and keep getting it

Taking Responsibility…

» Criminal Data breaches» Irresponsible data usage by business » One-sided media attacks» Fear mongering by consumer advocates and

regulators» Proposed regulations that constrain free

commerce in data» Conflation of marketing purposes

Threats to the data-driven economy

Winterberry Group: 5 Actions to Build a Strategic Data Governance Capability 1. Map your customer information

2. Develop a unified data policy based on best-practice guidelines, current regulation and operating parameters

3. Build underlying processes and infrastructure to support and control access to marketing data

4. Consider the needs of all constituent stakeholders — to optimize the value (and protect the interests) of customers, employees, shareholders, partners and other parties;

5. Develop a “data culture” grounded in continuous learning and improvement, and reinforce the need to safeguard customer data and company assets.

DMA Guidelines: Data Security Checklist

Periodic audit of data retention. What is stored, on what servers, and who has access?

Employ appropriate data loss prevention technologies. Employ an appropriate data minimization plan including a data

destruction and purge process. Maintain an inventory of system access and credentials. Segment and isolate networks based on business function to avoid

compromising sensitive personal information that is used in a network.

Create an appropriate incident response plan including vendor and law enforcement contacts as well as notification requirements.

Maintain an appropriate and ongoing employee training program. Provide the appropriate one way encryption. Maintain an appropriate password policy including minimum

standards for passwords complexity and changes.

Resources» DMA Ethical Business Guidelines

• thedma.org/guidelines» Winterberry Group Data Governance Whitepaper

• thedma.org/research» DMA Advance Blog

• thedma.org/blog» DDMI Value of Data study:

www.thedma.org/valueofdata

Get a copy of today’s slides from the DMIX website or email smiller@the‐dma.org