Data Privacy

Why does it matter to you and me?

What does data privacy mean to people like you and me?

Have you ever received an automated email you don’t want to entertain?
Travel, banking, fashion, etc

How many of you have tried to unsubscribe to that email?

Easy? Troublesome? Confusing?

How many people still receive emails after unsubscribing?

https://www.pdpc.gov.sg/contact-us
Data Privacy – What is all the fuss about?

Protection from Harm

Identity theft, fraud, stalking, harassment, and discrimination

Freedom
Control, choice, expression without fear of surveillance

Trust
Boundaries, mutual respect, consenting relationship
Marketing efficiency
Is fueled by strategic awareness & insights
Marketing requires us to navigate privacy concerns effectively

Interestingly, 2/3 of customers However close to half

want ads personalised based on interests are reluctant to share their data

Experiences contributing to negative experiences Experiences contributing to negative experiences

Not interested 65% Uncomfortable 45%

Not Engaging 63% Neutral 24%

Comfortable 31%

Boston Consulting Group, 2022

What are things consumers are comfortable letting brands know

Willingness to share
60%

50%

40%

30%

20%

10%

0%

Boston Consulting Group, 2022

What do consumers seek in return for their personal data?

Access to community
Access to newsletters
Access to games & content
Donation to social cause
Contest Participation
Personalized Experience
Improved Convenience
Extended product warranty
One-time coupon
Free product sample
Recurring Discount
Access to exclusive product
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Low Medium High

Boston Consulting Group, 2022

Mapping supply with demand efficiently requires strategic options

Audience

Recent Behaviour Personal Biodata

Problem Solution

EFFECTIVE
Current Location Credit Rating
Can brands do better digitally once 3P cookies are phased away?
Use Case
Consent
Targeting
Data Utilization
Follow up + Upsell strategy
User Experience
Campaign Attribution
Current Practice Futureproof What do I need?
Not requested Explicit Consent to Measure
Consent to Follow up
Consent to Personalize
Using 3rd party cookies 1st party data Data Collection Process
Consent to Target
Any data Only what is required Data Usage policy
Consent to use
Retargeting Contextual Data Driven Strategy
Consent to Follow Up
Manual Dynamic Creatives Audience Experience Matrix
Consent to Personalize
Only what you can observe Match missing records with Measurement
DSP in a privacy safe way Enhanced Conversions
Managing data for your brand
Ethical, Legal & Professional
Impact to you as a business operating in ASEAN

Country Year Privacy Law Penalty

Malaysia 2010 PDPA MYR 500k or 3 years jail
Philippines 2012 Data Privacy Act (DPA) PHP 5M, 7 years jail
Singapore 2012 PDPA SGD 1M or 10% of turnover
Laos 2017 Electronic Data Protection Act (EDPA) N/A
Thailand 2019 Personal Data Protection Act (PDPA) THB 5M, 1 year jail
Indonesia 2022 Personal Data Protection (PDP) IDR 60B, 6 years jail
Vietnam 2023 Personal Data Protection Decree (PDPD) VND 1B, 3 years jail
Brunei N/A Pending N/A
Burma N/A Pending N/A
Cambodia N/A Pending N/A
Overview of a Data Privacy Impact Assessment (DPIA)

Phase 1 Phase 4
Assess necessity Assess Risk

Phase 2 Phase 5
Plan DPIA Action Plan

Phase 3 Phase 6
Identify Data Flow Monitoring & Control
Essential Terms

Data Collection
Data collected, purpose, impact, avenue to opt-out, consent

Data Processing
Unauthorized access, collection, use, disclosure, copying, modification

Data Transfer
Between entities, locations
Some platforms you may need to improve your digital marketing

Consent Management Digital Marketing Analytics User Experience Analytics Testing & Personalization
Consent Manager Google Analytics 360 Contentsquare AB Tasty

Consent to Track Digital Campaign Measurement Exposure Map Audience Targeting

Consent to Retarget Digital User Journey Click Map Personalization

Consent to Personalize E-Commerce Performance Frustration Signals A/B Tests & Experiments

Proof of Consent Goals & Conversions Errors & Issues Feature rollout

Consent A/B Test Demographics & Interest Session Playback Recommendations

Thank you
kin@kasatria.com | you can call me Kin ^_^