This document provides an agenda and summaries for a data protection conference on February 7, 2014. The agenda includes sessions on challenges and a vision for the UK Information Commissioner's Office, how to make data protection a priority in companies, implications of the new EU Data Protection Regulation, and stories on using big data. Speakers will discuss topics like getting board-level support for data protection, making it a business priority to avoid disasters, and opportunities under new regulations to build better customer relationships through individualized treatment and consent. The event is supported by Opt-4 as a gold sponsor and will include lunch and networking. Upcoming related training workshops and an event on customer acquisition best practices are also promoted.

1. Data protection 2013
Data Protection 2014
Friday 7 March 2014, Cavendish Conference Centre
Friday 8 February
#dmadp
#dmadata
Supported by
Gold sponsor

2. Agenda
8.30am
Registration and breakfast
9.15am
Welcome from the Chair
Fedelma Good, director, information policy & strategy, Barclays
9.25am
Looking ahead, staying ahead – challenges, achievements and a vision for the ICO
David Smith, deputy information commissioner & director of data protection, ICO
10.00am
Questions
10.15am
How to make data protection a priority in your company – sleepwalking into data disaster
Rosemary Smith, founder, Opt-4
Jenny Moseley, founder, Opt-4
10.45am
Questions
10.55am
Refreshments and networking
Gold sponsor

3. Welcome from Chair
Fedelma Good, director, information policy &
strategy, Barclays
#dmadp

4. Source: www.google.com

5. Looking ahead, staying ahead –
Challenges, achievements and a
vision for the ICO
David Smith, deputy information commissioner &
director of data protection, ICO
#dmadp

6. Looking Ahead, Staying Ahead –
Challenges, Achievements and a
Vision for the ICO
David Smith
Deputy Information Commissioner

7. Looking Ahead, Staying Ahead
• Three main challenges
• Better for less
• Fit for the future
• Mission, vision and goal
• Aims – What we expect to do
• Aims – How we expect to do it

8. What’s New?
• Learning more from casework/tackling systemic
problems
• Leveraging information rights messages
• Co-ordinating enforcement
• Developing trust marks and privacy seals
• Meeting requirements of Regulators’ Code

9. Proposed EU Regulation
• European Commission proposals
• European Parliament – LIBE Committee
• Council of Ministers – DAPIX Working Group
• Trilogue and co-decision
• Adoption and implementation
• ICO contribution

10. Enforcement
• Civil monetary penalties
• Research on impact
• Application to PECR cases
• Possible changes to PECR
• Criminal prosecutions
• Section 55 offences – custodial sentences?

11. Marketing and Data Protection
• Increased enforcement
• Direct Marketing guidance
• Clarity and consent
• Buying and selling lists
• Reviews of guide to PECR and Privacy Notices Code
• Continuing to work with DMA and others

12. Some Challenges
• NHS and Care.data
• Being alert to technological developments
• Growth of big data analytics
• Progressing EU data protection reform
• Delivering international co-operation
• Changing political climate in UK and Europe
• Continuing to be an effective information rights regulator

13. Keep in touch
Subscribe to our e-newsletter at www.ico.org.uk
or find us on…
/iconews
@iconews

14. Questions
#dmadp

15. How to make data protection a priority
in your company – sleepwalking into
data disaster
Rosemary Smith, founder, Opt-4
Jenny Moseley, founder, Opt-4
#dmadp

16. Source: www.google.com

17. Source: www.google.com

19. How to make data protection a
priority in your company
Jenny Moseley, Opt-4
Rosemary Smith, Opt-4

20. Is your Board sleepwalking into
data disaster?

21. When did your senior Board last
discuss data protection?

22. What would it take to get it onto
their agenda?
• Embarrassing breach?
• Regulatory Action?
• Customer action?
• Financial loss?

23. No one would hear about it if we
had a breach

26. But we’ve never had a breach

27. But we’ve never had a breach
Verizon 2013 Data Breach Investigations Report

28. The ICO is a toothless tiger
(at least for the private sector)

32. The rest of Europe doesn’t
take it seriously
Over 300 formal
actions by the
Spanish Regulator in
2013
EUR 19.5m in fines
levied in 2011

33. Our customers don’t care about how
we use their data

35. What’s wrong with opt-in anyway?

38. Our customers love hearing from us

39. We’re still getting list rental revenue

40. We’re still getting list rental revenue

41. We can’t justify investment in
protecting data
Per capita cost
£79
45% of cost is
lost business
3.1% abnormal
churn post
breach
2013 Cost of Data Breach Study

42. It’s not as if data is a tangible asset

43. You can’t put a value on customer data
Types of information
most likely to be
assigned a value

44. But we could still sell the database if
we wanted too
“our privacy policy is
simple: we never share
your information with
anybody.”

46. Did you know the
ICO has raised
fines of nearly
£5.5m?

47. I’ve seen some
research that says
our permission
rate is going to
drop by 20% if we
have to go opt-in

48. We could be
leaking data like a
sieve and nobody
would even know

49. If we could make £5
from every optedout customer we
could put millions
on our turnover

50. If what I heard at the
DMA conference is
right we could be in
big trouble over data
protection

51. www.opt-4.co.uk
Rosemary.smith@opt-4.co.uk
Jenny.moseley@opt-4.co.uk
The original content of this presentation is the intellectual property
of Opt-4 and may not be reproduced without permission (c)

52. Questions
#dmadp

53. Refreshments and networking
#dmadp

54. Agenda
11.20am
The implications of the new EU Data Protection Regulation
Nick Banbury, data strategy partner, Tangible
11.50am
6 stories to shock, inspire and terrify – A journey into the world of big data and how
people are using it
Matthew Bayfield, head of data practice, OgilvyOne
12.35pm
Questions
12.55pm
Closing comments from Chair
Fedelma Good, director, information policy & strategy, Barclays
1.00pm
Lunch and networking
Gold sponsor

55. The implications of the new EU Data
Protection Regulation
Nick Banbury, data strategy partner, Tangible
#dmadp

56. The proposed EU Data
Protection regulations
…and why we love them
7th March 2014

57. IT’S GETTING HARDER TO GET THROUGH
TO THE PEOPLE WE COMMUNICATE WITH
Copyright 2014 Tangible. All rights reserved.

58. AVERAGE ATTENTION SPAN OF A
CONSUMER
2000
2013
12 seconds
8 seconds
[Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press Jan 2014]
Copyright 2014 Tangible. All rights reserved.

59. ADVERTISING BOMBARDMENT IS
INCREASING
66%
…of us say we receive
too many ads and
promotions online.
[Research by UpStream/YouGov, February 2012]
Copyright 2014 Tangible. All rights reserved.

60. DATA BREACHES ARE ON THE UP
Source: http://www.databreaches.net/
4,247
2,608
1,576
2005-2008
2008-2011
2011 onwards
Copyright 2014 Tangible. All rights reserved.

61. Copyright 2014 Tangible. All rights reserved.

62. CONSUMERS ARE TAKING CONTROL
We’ve all become more selective with our attention and who we share data with.
Copyright 2014 Tangible. All rights reserved.

63. CONSUMER INSIGHTS FROMFAST.MAP
• Online market research and insights to their
own dedicated consumer panel
• Insight Partner to the DMA
• Experts in Data Protection research
• Work across all marketing
communication sectors
• Interviewed 1,175 consumers around their
attitudes to sharing their data
• Infographics available at the end
Copyright 2014 Tangible. All rights reserved.

64. PEOPLE ARE CONCERNED
How concerned are you about the security of your data given recent news?
83%
…are concerned or very
concerned about the security
of their data
Source: fast.MAP online survey, February 2014
www.fastmap.com
Copyright 2014 Tangible. All rights reserved.

65. WHO PEOPLE SHARE WITH
Banks
73%
Utilities
46%
Online retailers
35%
Supermarkets
34%
Telecoms companies
23%
Clothing retailers
20%
Charities
14%
Quangos
12%
Car manufacturers
They to see value.
9%
Software/Gaming
8%
Publishers
8%
Other
People are picky about who they give
their data to.
They need clarity as to why they are
being asked to share.
4%
Source: fast.MAP online survey, February 2014
www.fastmap.com
Copyright 2014 Tangible. All rights reserved.

66. WHAT THEY SHARE
Email address
84%
Name
81%
Age
78%
Marital Status
73%
Address
58%
TV viewing habits
56%
Shopping preferences
52%
Type of car
51%
Number of children
50%
Phone number
38%
Income
30%
Banking details
Other
7%
People are more comfortable
providing email address than
home address or phone
number.
0%
Source: fast.MAP online survey, February 2014
www.fastmap.com
Copyright 2014 Tangible. All rights reserved.

67. WHY THEY AGREE TO SHARE
Safely and securely managed
52%
Required for managing my account
41%
In return for something of value
40%
When opening a new account
31%
Easy to revoke access
29%
When given for a specific reason
28%
Never
Other
22%
1%
Source: fast.MAP online survey, February 2014
www.fastmap.com
Copyright 2014 Tangible. All rights reserved.

68. PICK UP YOUR INFOGRAPHIC
People selective about
What they share
When they share it
Who they share it with
Copyright 2014 Tangible. All rights reserved.

69. THERE ARE MORE AND MORE BARRIERS
Ad bombardment
+
Eroding trust
+
Privacy concerns
=
People selective about
What they share
When they share it
Who they share it with
Copyright 2014 Tangible. All rights reserved.

70. AND TO TOP IT OFF…
New EU data protection
regulations will make it
even harder to gain
permission to talk to
your customers.
Copyright 2014 Tangible. All rights reserved.

71. SO WHAT ARE THE KEY REGULATIONS?
Opt-in for all channels
Data must be erased on demand
Profiling requires explicit consent
Third party access requires
permission
Move to free access to personal
data
€100m+ fines for breach
Copyright 2014 Tangible. All rights reserved.

72. THE KEY CHANGES
NOW
PROPOSED
CONSENT
Opt out for some media
Opt in across all media
PROFILING &
3RD PARTY USE
No additional permission
required
Explicit consent required
ACCESS TO DATA
Chargeable
Must be free
SUPPRESSION
REQUESTS
Data can be flagged “Do Not
Contact”
Data must be erased
Copyright 2014 Tangible. All rights reserved.

73. SO WHAT DO WE THINK?
Copyright 2014 Tangible. All rights reserved.

74. A HUGE OPPORTUNITY AWAITS
Look at your brand from your customer’s
perspective.
Open the door to new relationships.
Be more attractive.
Copyright 2014 Tangible. All rights reserved.

75. Copyright 2014 Tangible. All rights reserved.

76. EMBRACE INDIVIDUALITY
Each one of us is different,
with our own distinct
personality, passions, loves and
hates.
We’re individuals.
We respond to individual
treatment!
Copyright 2014 Tangible. All rights reserved.

77. AVAILABLE TO YOU:
• Our White Paper further pulls
together the salient points of the
new regulations.
• Come and see us afterwards to
speak more about how your
business can approach the new
legislation.
Nick Banbury
Data Strategy Partner
nick.banbury@tangible.uk.com
Mobile: 07834 518783
Copyright 2014 Tangible. All rights reserved.

78. 6 stories to shock, inspire and terrify –
A journey into the world of big data
and how people are using it
Matthew Bayfield, head of data practice, OgilvyOne
#dmadp

79. Source: www.google.com

80. Questions
#dmadp

81. Closing comments
Fedelma Good, director, information policy & strategy,
Barclays
#dmadp

82. Upcoming events
Introduction to data protection
Get to grips with the basics of data protection legislation at our halfday workshop on Wednesday 26 March 2014.
Sale – Thursday 13 March
Bristol – Tuesday 18 March
London – Wednesday 26 March
Taking the lead: Customer acquisition barometer 2014
Lead generation and customer acquisition are the lifeblood of
companies. Both go under the spotlight as we reveal the best - and
worst practices - at Taking the lead for the launch of the Customer
Acquisition Barometer 2014 (CAB 2014), conducted by the DMA in
conjunction with McDowall.
London - Thursday 27 March
Visit the registration desk to book today.

83. Lunch and networking
#dmadp
Gold sponsor