© 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved.

Managing a Comprehensive Program: Building Accountability –

Measuring Effectiveness

Sheila Colclasure

Acxiom, Global Public Policy and Privacy Officer

06-06-14

© 2013 Acxiom Corporation. All Rights Reserved.

Introduction

• Acxiom - information services and data

products company $1 billion US annual

revenue

• Mature Privacy Program

• Privacy Program Design

• Accountability and measurement

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© 2013 Acxiom Corporation. All Rights Reserved.

Mature Privacy Program

- Established 1991

- Strong support from CEO and Exec Team

- Report to Global General Counsel w/n Legal Org

- Global in Scope with regional specialists

- Evolved and extended over time

- Extreme pivot to Digital 48 months ago

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© 2013 Acxiom Corporation. All Rights Reserved.

Privacy Program Design

Supports ethical practices of Company

Protect and extend Brand Trust

Four constituencies: clients, shareholders, employees,

individual consumers

Use based:

marketing uses

fraud detection and prevention uses

sectorally regulated (FCRA, HIPAA, etc)

Education

Required annual privacy education & test

Job-role specific education

Privacy Certification Series

*AboutTheData.com for Consumers – transparency

* Digital Literacy Initiative

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Accountability & Measurement

Client Credentialing: Legitimate entity, legitimate interests» on-site inspection possible

Vendor Screening and Accountability Program » You are your vendors keeper

Privacy Impact Assessment » Understanding and applying the rules to business processes is complex –

yet critical

» Computer Code is the Conduct

Line of business accountability» Leadership required to be accountable for the operational compliance of

their products, solutions, services

Individual employee accountability » Achieve excellence - each employee accountable for applying rules, issue

spot, report problems

Assurance Reviews- Fair Information Practices – annually

- Functional Area/Line of Business Audits

5

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Industry Groups and Self-Regulatory Groups w/ Codes of Conduct

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• International Association of Privacy

Professionals (IAPP — a worldwide

organization)

• Direct Marketing Association

• Digital Advertising Alliance

• Interactive Advertising Bureau

• Email Sender and Provider Coalition

• Coalition for Sensible Public Record

Access

• Policy and Economic Research Council

• National Business Coalition for

Ecommerce & Privacy

• California Chamber of Commerce

• Arkansas Chamber of Commerce

• Conference of Western Attorneys

General

• Mobile Marketing Association

• Information Accountability Foundation

• Asia Digital Marketing Association (ADMA)

• Asia Chapter of the American

• Chamber of Commerce (AMCHAM)

• Ad:Tech Asia

• Hong Kong Direct Marketing Association

(HKDMA)

• Direct Marketing Association of Singapore

(DMAS)

• Australian Association for Data- Driven

Marketing & Advertising

• New Zealand Marketing Association (NZMA)

• Brazilian Direct Marketing Association

(ABEMD)

• Brazilian Chapter of the American

Chamber of Commerce (AMCHAM)

• Brazilian Interactive Advertising

• Bureau

U.S. and Canada Asia/Pacific and Latin America

© 2013 Acxiom Corporation. All Rights Reserved.

Industry Groups and Self-Regulatory Groups w/ Codes of Conduct

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• International Chamber of Commerce (ICC)

• Federation of European Direct and

Interactive Marketing Associations

(FEDMA)

• European Privacy Advisory Group (EPAG)

• French National Syndicate of Direct

Marketing (SNCD: Syndicat National de la

Communication Directe)

• French Privacy Offi cers’ Association

(AFCDP: Association Française des

Correspondants Données Personnelles)

• Interactive Advertising Bureau France

• German Direct Marketing Association (DDV:

Deutsche Direktmarketing Verband)

• German Federal Association of Digital

Economy (BVDW: Bundesverband Digitale

Wirtschaft)

• German Association for Data Protection

and Data Security (GDD: Gesellschaft für

Datenschutz und Datensicherheit)

• Dutch Association of Data Protection Offi

cers (NGFG: Nederlands Genootschap

van Functionarissen voor de

Gegevensbescherming)

• Polish Direct Marketing Association (SMB:

Stowarzyszenie Marketingu

Bezposredniego)

• Polish Information Security Administrators

Association (SABI: Stowarzyszenie

Administratorów Informacji)

• Interactive Advertising Bureau Poland

(Związek Pracodawców Branży

Internetowej IAB Polska)

• UK Direct Marketing Association (DMA)

• Interactive Advertising Bureau UK

Europe

© 2013 Acxiom Corporation. All Rights Reserved.

Continuing our efforts around Accountability…

• First ever Consumer Access Portal – launched 9/4/13

• Clear and public articulation of Acxiom’s consumer privacy position

• User Management Improvements:

• Strengthen security and increase consumer confidence

• Improve Usability

• Internationalization: Initial steps, country by country approach to globalize ATD

• China (Launched Jan, cookie opt out)

• Australia (Launched March, cookie opt out)

• Coming up: New Zealand, Japan

In the works:

• Offline Data: Core Data used for both online and offline marketing

• Next step: increase value for participating in managing data

AboutTheData

© 2013 Acxiom Corporation. All Rights Reserved.

Launched 9/4/13

• # of visitors: 550K

• % returning users: 17%

• % opt out: 2%

• % creating accounts 37%

• % editing:12%

AboutTheData

AboutTheData

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Accountability to the Consumer

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Acxiom Privacy Group Leadership

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Thank you!