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."

Conversations

Putting Pinterest To Work For Your Brand

Apr 20, 2012

Pinterest is the new hot property. Overnight this visual curation powerhouse has generated more traffic to websites than Twitter, Google+,...

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Engagement Matters

3 Key Lessons for Mobile Email Marketers

Mar 1, 2012

With mobile devices ranging from smartphones to iPads to e-readers to netbooks, the question isn't if you need a mobile strategy for...

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Inside Mobile Marketing

Building a Mobile Presence

Dec 15, 2011

Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger...

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Redefining Performance Marketing

Facebook's Timeline for Brands: A Facebook Performance Opportunity

Mar 29, 2012

Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can...

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15 Minutes Ahead

How Evolving Mobile Behaviors are Raising the Stakes for Marketers

Jan 5, 2012

While none would argue that 2011 was the year of the mobile app, marketers have been hearing more noise about...

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Digital Marketing Takes Action

Which is Better for Mobile Shopping, Tablets or Smartphones?

Jul 7, 2011

Are you wondering whether it’s worth providing your online retail offering on tablets, particularly the iPad? Are you also facing...

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Ways of Thinking

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...

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Authentication Alliance Marks Data Privacy Day With Consumer Trust Best Practices

By Melissa Campanelli | Posted on January 29, 2009

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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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