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Welcome to The Scoop!
Compliance issues relating to lead
generation are changing the way all
industries collect and record data-related
information. Compliance is also changing the
way marketers can communicate to their
audiences.
The Personal Information Protection and
Electronic Documents Act (PIPEDA) protects
personal information and provides guidelines
for the collection, use and disclosure of
personal information.
“Ensuring your data is PIPEDA-compliant
requires a solid data management process
and commitment. Our clients depend on us
to create, manage, and maintain good,
clean data with auditable, flawless
processes, including obtaining
permissions.”
Kate
Taylor Co-President
Kaleidoscope Marketing and
Communications
Strategies on how marketers can protect
customer information:
Develop a Data Management Plan that
outlines your program goals and objectives,
target audience and ROI projections.
Never collect personal information
without permission. Your audience must
be aware that the information they are
providing will be retained, and understand
and agree with how it will be used. For
example, if you are planning to capture
leads through a draw, contest or promotion,
an “opt in” is an easy way to capture
contact information with evidence that the
recipient has agreed to be an active
participant.
Communicate your Privacy Policy.
Include your Privacy Policy on your website
and refer to it in your customer
communications.
Leverage opt-in marketing to bring
potential customers to you. Online
promotions and contests are excellent ways
to engage your current customers and to
obtain new customers through viral
marketing. For example, Air Canada’s Great
Migration Contest (www.thegreatmigration.ca)
invites visitors to become the leader of a
team of Canada Geese and to invite friends
to join the fleet. As people register to
join the team, they are represented by
animated geese that fly out to join the
leader. If a team member is slow to join,
they receive an automated reminder email
from their team leader.
Once the team is assembled, the entire fleet
must answer trivia questions, which
determine the number of ballots that are
entered into the draw. At the end of the
promotion, each member of the winning team
receives a flight pass good for four flights
anywhere in North America.
Kaleidoscope has a solid, proprietary
data management process that is in full
compliance with PIPEDA regulations and our
data team has delivered targeted data-driven
programs to clients for the past three
years. For a FREE 1-hour information
session on how you can build a solid data
management program, contact Yvette at
416.932.2690. |
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In 2006, there were 7,778 identity
theft complaints in Canada,
resulting in a loss of $16,283,777.
Almost half of complaints were from
Ontario.*
18% of Canadians believe that they,
or a member of their household, may
have been a victim of identity theft
at some point in time. Of this
group, 26% of victims were
university-educated.**
Canada does not currently have a law
requiring notification of personal
information breaches, however, under
PIPEDA and Canadian provincial
privacy legislation, individuals do
have the right to ask businesses
what personal information they have
and how it is used.***
A study by Leger showed that 46% of
business leaders believed the
greatest future threat to their data
security wouldn’t come from a
malicious external attack, but
rather from the hands of an
uninformed employee. The respondents
said that employees who accidentally
download security-compromising
viruses, spyware or adware pose a
greater data security risk to a
company than external agents, like
hackers.****
*
**
***
**** |
Phonebusters, January, 2007
Strategic Counsel of Canada,
June 2006
ITWorldCanada.com, 2006
Fusepoint/Sun
Microsystems/Leger
Marketing, November 2005 |
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So - think that it can’t happen to you?
In response to growing concerns about
identity theft, Citibank launched Citi
Identity Theft Solutions™, a free service
designed to provide its customers with the
guidance and support necessary to help
clear their names. To introduce the
service, Citibank aired a series of
television commercials in North America. |
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The commercials show ordinary-looking people
speaking directly to the camera, except that their voices are replaced
by those of the identity thieves. In them, an older
woman recounts how she purchased mud flaps
for her pickup truck, a dental hygienist
describes how she went to a singles weekend
in Tijuana and a body builder describes how
he hit the mall, got hair extensions and
headshots, and is now heading to Hollywood.
Kate and Yvette will rate the ads according
to the following system:
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The Good - |
Smart, sophisticated, and sassy |
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The Bad -
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Uninspired, uninteresting and
underwhelming |
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The Ugly - |
Off target, off colour and off
putting |
Yvette’s Rating: Good, but they missed the
mark
Kate’s
Rating: Good, but Bad….
[
Read their critiques
] |
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How you can protect your personal documents and
information:
Most personal data is stolen from recycling boxes.
Properly shred, rip or destroy any printed materials
that have your name and address, account
information, or credit card number.
What’s in your
wallet? Do not carry your Birth Certificate,
Passport or Social Insurance Card unless absolutely
necessary and keep them in a secure location at home
or in a safety deposit box.
Don’t throw your
electronic data away. If you are reselling or
disposing of a computer, ensure that all personal
information, passwords, etc. are deleted by using
overwrite software.
Pay attention to your mail. Make
note of when your account statements arrive each
month. If you miss a statement, or the statements
stop coming, contact the company and Canada Post immediately.
Never assume that an online transaction
is secure unless you see either a closed lock icon
or an unbroken key icon in your Internet browser and
the URL begins with https://. (the “s” means that
you are on a secure server)
Never email a credit card number, and
don’t leave the number on a voicemail. |
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If you think you might have been a victim of
identity theft:
Report the crime to the police
immediately. Ask for a copy of the
police report so that you can provide
documentation to the other companies that
you will need to contact.
Close your bank accounts and open new
ones. Get new bank cards with new PIN
numbers.
Cancel your credit cards and get new
ones. Ask whether anyone has attempted
to open an account in your name or has
tampered with your account. Ask them to flag
your account. Report the theft to all major
credit card companies, regardless of whether
you hold an account with them.
Ask that your credit report be annotated
to reflect the identity theft and check
back after three and six months to ensure
that no one has tried to use your identity
again. Do not contact a “credit repair”
company – most often, there is nothing they
can do.
Get a new Driver’s Licence.
Contact your utility companies to
ensure that no one has tried to open an
account in your name.
If you suspect that you have been a
victim of a telemarketing scam, contact Phonebusters at
1-888-495-8501,
www.phonebusters.com.
Sources:
MasterCard
International, March 2006
The Office of the Privacy Commissioner, Government of Canada, April 2004 |
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Kaleidoscope is developing an innovative
product designed specifically for advisors
to fulfill their marketing needs.
This
program will help you build your book of
business and deliver relevant marketing to
your target audience.
We are holding a number
of focus group sessions and would like to
hear from you!
To participate in a focus
group, please contact Yvette at
YGauthier@KaleidoscopeResults.com. |
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