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Editor-in-Chief

The View From Here

By Melissa Campanelli

About Melissa

Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and Retail Online Integration, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.

Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."

 

15 Minutes Ahead

Margie Chiu
Tearing Down the CRM Barriers
Aug 5, 2010

In networked CRM, there's no tightly defined “conversion path.” Instead, every social media touchpoint serves as a point of entry,...



Engagement Matters

Stephanie Miller
A 'Back-to-Business' Email Optimization Checklist
Sep 2, 2010

Back to school is also back-to-business time. Set aside a few hours this final week of summer to freshen up...



Ways of Thinking

Thorin McGee
A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions
Jun 29, 2010

The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...



Redefining Performance Marketing

Craig Greenfield
Affiliates: Redefining the Original Performance Marketing Channel
Aug 26, 2010

As the original performance marketing channel, affiliate marketing has been effectively driving performance-based sales since the mid-90s. But the characteristics...



Inside Mobile Marketing

Michael Becker
Researching the Mobile Marketing Opportunity
Aug 12, 2010

Mobile marketing is a case in point: A forthcoming Mobile Marketing Association (MMA) survey of U.S. advertisers and...



Authentication Alliance Marks Data Privacy Day With Consumer Trust Best Practices

By Melissa Campanelli | Posted on January 29, 2009
 
To mark World Data Privacy Day, Jan. 28, the Authentication and Online Trust Alliance published its top 10 list of privacy principles and business practices. These practices, many of which have been widely adopted by AOTA members, are calls to action for companies to help maximize consumer confidence and ultimately spur economic growth. To me, it's pretty simple: Adopt these principles or suffer the consequences of a consumer trust meltdown. And that could invite regulation, according to AOTA Founder/Chairman Criag Spiezel. Here's what the group recommends you do, edited a bit: 1. Ensure all privacy policies are discoverable, transparent and written to ensure consumer comprehension, accessible from every page of a Web site and/or e-mail. 2.  Periodically contact users and provide them with your company privacy policy upon any changes for their review; allow for provisions for consumer choice or their data usage. 3. Establish and publish procedures for data collection, transfer and retention; perform third-party or self-audits for compliance. 4. Support collaborative, global, public-privacy efforts to increase consumer awareness and education, as well as the adoption of fair information practices and privacy/security regimes (e.g., the appointment of a national chief privacy officer). 5. Support self-regulatory efforts to adopt standard data retention/use policies. 6. Set and publish standards of privacy, security and data retention policies with clear accountability between first-party sites and third-party content providers and advertisers. 7. Create response plans for accidental disclosure of personal information and data breaches, including notification to consumers and governmental agencies. Provide relevant remedies to consumers (e.g., no-charge credit record monitoring services to those affected, or other remedies as appropriate). 8. Commit to authenticating all outbound e-mail with Domain Keys Identified Mail and/or Sender ID Framework to combat forged e-mail and potential privacy exploits within six months. 9. Transactional sites should adopt Extended Validation Secure Sockets Layer Certificates within six months or upon existing certificate expiration. 10. All consumer-facing sites should obtain privacy certification and seals from third-party providers or other third-party consumer dispute resolution mechanisms. More details can be found here. Are you following these best practices? If not, why? Let’s start a dialogue on the subject. Post a comment now.

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