The intelligent marketer's guide to data privacy : the impact of big data on customer trust /
| Main Authors: | , |
|---|---|
| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Cham, Switzerland :
Palgrave Macmillan,
[2019]
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Intro; Preface; Acknowledgements; Contents; About the Authors; List of Exhibits; Part I Understanding Customer Data Privacy Fundamentals; 1 Customer Data Privacy: Why Every Marketer Should Care; Introduction; How Did We Get Here?; Why Data Privacy Matters; The Privacy Paradox Is No Excuse; It Is on Companies to Do More; Realm of Privacy and Data Collection; Focus on Vulnerability; Plan for This Book; References; 2 The Psychology of Consumer Privacy; Introduction; Background: The Psychology of Privacy; A Rational Model of Consumer Privacy Psychology; Consumer Heterogeneity
- Consumer Privacy ConcernsConsumer Privacy Outcomes; The Important Role of Trust; Beyond the Rational Model: A Better Way for Marketers to Think About Consumer Privacy; Consumer Data Vulnerability; Gossip Theory Insights; Data Vulnerability Suppressors; References; 3 The Changing Privacy Legal Landscape; Introduction: The "Right" to Privacy; The Patchwork of U.S. Privacy Protection; Wiretapping and (No) Constitutional Right to Privacy; Reasonable Expectation of Privacy; Federal Privacy Laws; Fair Information Practices; The Fair Credit Reporting Act; Gramm-Leach-Bliley Act (GLBA)
- Medical Privacy Law for MarketersCommercial Communications and Privacy; Children's Personal Data and Marketing; Litigation, Regulatory, and Financial Risks of Data Breaches; State-by-State Legal Variations; Regulatory Fines and Financial Risk; Litigation; The Privacy Regulator: Federal Trade Commission; Mechanics of an FTC Enforcement Action; What Marketers Can Learn from FTC Consent Orders; European Data Protection Law; Legal Basis for Processing Personal Data; Lessons to Learn for the GDPR; References and Notes; Part II Defensive Strategies: Protecting from Threats
- 4 Big Data's Marketing Applications and Customer PrivacyIntroduction; Advances in Marketing Applications; Understanding the Marketing Environment; Precision Targeting; Big Data's Role in Value Creation, Communication, and Delivery; Big Data's Inherent Tensions; Company Benefits; Company Challenges; Customer Benefits; Customer Challenges; Potential and Peril of Artificial Intelligence in Marketing; Novel Applications; Customer Vulnerability Escalation; References; 5 Inoculating Against Customer Vulnerability; Introduction; No Company Is Safe; Spillover Effects; Competitive Effects
- In Praise of Data MinimizationFrom a Data-Driven Culture to a Customer-Learning Culture; Empowering Customers with Transparency and Control; Breaking Down Transparency and Control; Customer Empowerment Outcomes; Keeping the Customer Relationship Focal: Advice to Managers; References; 6 Privacy Failures and Recovery Strategies; Introduction; Data Breach as a Marketing Crisis; Recovery Effectiveness: What Customers Want; Customer Vulnerability and Firm Benevolence; Customer Behavior Effects; Learning from Bearers of Bad News; The Medical Example; How Bad Is It? Sources of Severity