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E-raamat: Intelligent Marketer's Guide to Data Privacy: The Impact of Big Data on Customer Trust

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  • Formaat: EPUB+DRM
  • Ilmumisaeg: 02-Feb-2019
  • Kirjastus: Springer Nature Switzerland AG
  • Keel: eng
  • ISBN-13: 9783030037246
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Intelligent Marketer's Guide to Data Privacy: The Impact of Big Data on Customer TrustSuurem pilt
  • Formaat: EPUB+DRM
  • Ilmumisaeg: 02-Feb-2019
  • Kirjastus: Springer Nature Switzerland AG
  • Keel: eng
  • ISBN-13: 9783030037246
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**Winner of the 2021 Leonard L. Berry Marketing Book Award from the American Marketing Association.**

Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return.  Yet efforts often ignore customers privacy concerns and feelings of vulnerability with long-term effects on customers trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships.





This book fills the void by taking a customer-centric approach to privacy. It offers both defensive and offensive marketing-based privacy strategies that strongly position firms in todays data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors own work and extant research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies.





Specifically, the book:





·         -Describes the consumer psychology of privacy





·         -Deconstructs relevant legal and regulatory issues





·        - Offers defensive privacy strategies





·        - Describes offensive privacy strategies





·         Provides an executive summary with the Six Tenets for Effective Privacy Marketing





This book will be useful to managers, students, or the casual reader who is interested in how and why big data and consumer privacy are transforming business. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy. In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey.
Part I Understanding Customer Data Privacy Fundamentals
1 Customer Data Privacy: Why Every Marketer Should Care
3(18)
Introduction
3(2)
How Did We Get Here?
5(2)
Why Data Privacy Matters
7(7)
The Privacy Paradox Is No Excuse
8(1)
It Is on Companies to Do More
9(5)
Realm of Privacy and Data Collection
14(2)
Focus on Vulnerability
15(1)
Plan for This Book
16(2)
References
18(3)
2 The Psychology of Consumer Privacy
21(22)
Introduction
21(2)
Background: The Psychology of Privacy
23(3)
A Rational Model of Consumer Privacy Psychology
26(5)
Consumer Heterogeneity
27(2)
Consumer Privacy Concerns
29(1)
Consumer Privacy Outcomes
29(1)
The Important Role of Trust
30(1)
Beyond the Rational Model: A Better Way for Marketers to Think About Consumer Privacy
31(5)
Consumer Data Vulnerability
32(2)
Gossip Theory Insights
34(1)
Data Vulnerability Suppressors
35(1)
References
36(7)
3 The Changing Privacy Legal Landscape
43(30)
Introduction: The "Right" to Privacy
43(1)
The Patchwork of U.S. Privacy Protection
44(2)
Wiretapping and (No) Constitutional Right to Privacy
45(1)
Reasonable Expectation of Privacy
45(1)
Federal Privacy Laws
46(9)
Fair Information Practices
46(1)
The Fair Credit Reporting Act
47(2)
Gramm-Leach-Bliley Act (GLBA)
49(1)
Medical Privacy Law for Marketers
49(2)
Commercial Communications and Privacy
51(3)
Children's Personal Data and Marketing
54(1)
Litigation, Regulatory, and Financial Risks of Data Breaches
55(3)
State-by-State Legal Variations
55(1)
Regulatory Fines and Financial Risk
56(1)
Litigation
57(1)
The Privacy Regulator: Federal Trade Commission
58(4)
Mechanics of an FTC Enforcement Action
58(1)
What Marketers Can Learn from FTC Consent Orders
59(3)
European Data Protection Law
62(4)
Legal Basis for Processing Personal Data
63(1)
Lessons to Learn for the GDPR
64(2)
References and Notes
66(7)
Part II Defensive Strategies: Protecting from Threats
4 Big Data's Marketing Applications and Customer Privacy
73(20)
Introduction
73(2)
Advances in Marketing Applications
75(4)
Understanding the Marketing Environment
75(1)
Precision Targeting
76(1)
Big Data's Role in Value Creation, Communication, and Delivery
77(2)
Big Data's Inherent Tensions
79(7)
Company Benefits
79(2)
Company Challenges
81(2)
Customer Benefits
83(1)
Customer Challenges
84(2)
Potential and Peril of Artificial Intelligence in Marketing
86(3)
Novel Applications
86(2)
Customer Vulnerability Escalation
88(1)
References
89(4)
5 Inoculating Against Customer Vulnerability
93(16)
Introduction
93(1)
No Company Is Safe
94(2)
Spillover Effects
95(1)
Competitive Effects
95(1)
In Praise of Data Minimization
96(2)
From a Data-Driven Culture to a Customer-Learning Culture
98(3)
Empowering Customers with Transparency and Control
101(4)
Breaking Down Transparency and Control
101(1)
Customer Empowerment Outcomes
102(3)
Keeping the Customer Relationship Focal: Advice to Managers
105(1)
References
106(3)
6 Privacy Failures and Recovery Strategies
109(24)
Introduction
109(2)
Data Breach as a Marketing Crisis
111(3)
Recovery Effectiveness: What Customers Want
114(2)
Customer Vulnerability and Firm Benevolence
114(1)
Customer Behavior Effects
115(1)
Learning from Bearers of Bad News
116(4)
The Medical Example
116(2)
How Bad Is It? Sources of Severity
118(2)
Customer-Focused Data Breach Recovery Strategies
120(6)
Recovery Strategy Delivery
121(2)
Recovery Strategy Content
123(2)
Keeping the Customer Focal: One More Reminder
125(1)
References
126(7)
Part III Offensive Strategies: Competing with Privacy
7 Understanding and Valuing Customer Data
133(20)
Introduction
133(2)
Firm Perspectives on Data Value
135(4)
Sources of Firm Value
135(3)
Sources of Data
138(1)
Customer Perspectives on Data Value
139(2)
Sources of Customer Value
139(1)
Role of Loyalty Programs from Customers' Perspective
140(1)
Putting a Price Tag on Customer Data
141(5)
Customer Data Value Framework
141(2)
Analyzing Customer Valuations of Data
143(3)
Strategies for Sharing Data Value with Customers
146(3)
References
149(4)
8 Data Privacy Marketing Audits, Benchmarking, and Metrics
153(16)
Introduction
153(1)
Data Privacy Marketing Audit
154(9)
Benchmarking Privacy Marketing Practices
155(1)
Customer Perspectives
156(1)
Regulatory and Legal Perspectives
157(1)
Employee Perspectives
158(3)
Data Privacy Marketing with SWOT Analysis
161(1)
Data Privacy Marketing: Objectives, Strategies, and Action Plans
162(1)
Data Privacy Metrics
163(4)
Privacy Policy Violations
164(1)
Customer Data Incidents
164(1)
Financial Impact of Data Incidents
164(1)
Customer Data Vulnerability
165(1)
Customer Trust
165(1)
Customer Willingness to Share Data
165(1)
Customer Privacy Related Complaints
165(1)
Lost Customers
166(1)
Social Media Sentiment
166(1)
Time to Initiate Response
166(1)
Percentage of Staff Receiving Privacy Training
167(1)
References
167(2)
9 Effective Privacy Marketing Strategies
169(14)
Introduction
169(1)
Six Tenets for Effective Privacy Marketing
170(9)
Tenet #1: Avoid Customer Data Vulnerability
170(2)
Tenet #2: Balance Big Data and Privacy
172(1)
Tenet #3: Share Data Value
173(2)
Tenet #4: Preempt Privacy Regulations
175(1)
Tenet #5: Recover from Data Breaches
176(2)
Tenet #6: Audit for Knowledge
178(1)
The Future of Data Privacy Marketing
179(2)
References
181(2)
Company Index 183(4)
Subject Index 187
Robert Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington, USA. He founded and serves as the research director of the Sales and Marketing Strategy Institute (SAMSinstitute.com). Roberts research focuses on marketing strategy, relationship marketing, and privacy. He is the present co-editor of the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has published books Marketing Channel Strategy; Relationship Marketing; Marketing Strategy; and Customer Engagement Marketing.





Kelly D. Martin is Associate Professor of Marketing and Deans Distinguished Research Fellow at Colorado State University, USA. Kellys research interests involve marketing ethics and firm strategy, especially in the areas of privacy, politics, and consumer well-being. Her articles have beenrecognized for impact as recipients or nominees of multiple awards. Kelly received the inaugural AMA Marketing and Society Emerging Scholar Award and held a Colorado State University Monfort Professorship for research. 
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