1. Data Protection Conference 2009 “Personal data – more use, more protection?” Profiling, Risk Assessment & Advertising 19 May 2009 by Alastair Tempest, Director General Federation of European Direct and Interactive Marketing

2. Merchants have always held information on their customers

3. Managing Customers’ Expectations Confidence, Trust & Respect Databases, CRM, relationship

4. Amazon – your preferences

5. More media = greater sophistication mail TV Radio Print Unaddressed E-mail E-Commerce Mobile Telephone Specialized print Word of mouth Sales promotion Sponsorship E-mail

6. Targeting, profiling, keeping data up- to-date Customers want relevant information; Targeting cuts waste, improves sales. Profiling – a tool for targeting. Keeping databases up-dated. Preventing irratation by selecting the right medium for each customer.

7. EU’s Data Protection Principles Permit flexibility & safeguard balance of interests Are media neutral Encourage codes to deal with details – cooperation between the stakeholders Challenge: applying existing principles - enforcement

8. Transparency, accountability, responsibility Basis for trust, confidence & respect between marketer & customer/consumer Business depends on acquiring & then retaining customers! Thank you