Towards End-to-End Privacy Control in the Outsourcing of Marketing Activities: A Web Service Integration Patrick C. K. Hung Dickson K.W. Chiu W.W. Fung William K. Cheung Raymond Wong Samuel P.M. Choi Eleanna Kafeza James Kwok Jousha C.C. Pun Vivying S.Y. Cheng

1.Introduction 2.Background Information 3.Towards End-to-End Privacy Control 4.Conclusions and Future Works Agenda

Marketing is a strategy for selling products more efficiently. This includes sales promotion strategies for making consumers recognize a product’s existence and persuading them to take purchase actions, circulation strategies for efficiently delivering the desired product, and continuation strategies such as after-sales service and claim processing. Outsourcing of marketing activities has been widely adopted and raises the concern of privacy issues. Introduction

Consider a scenario where a bank performs a marketing campaign by calling its credit card holders. Due to resource problems or other economic reasons, the bank would like to outsource the calling activity to a third- party service provider. Usually to make tele-marketing effective, personal information including the name, credit card number, gender, age group, salary range, and even addresses might be needed for the marketing activity. Introduction (cont.)

Under current practices, all the necessary credit card holders’ data are transferred in bulk from the bank to the marketing company. This inevitably contains a large amount of personal information. Therefore, we have conducted a case study in the outsourcing of tele-marketing activities in a financial institute. Introduction (cont.)

W3C Definition of a Web Service –has a unique Uniform Resource Identifier (URI) –can be defined, described, and discovered using XML –supports exchange of XML messages via Internet- based protocols Supported by all major computing companies, e.g., IBM, Microsoft, Sun, and etc. Background Information

Background Information (cont.) Web services are based on a set of XML standards: –WSDL, SOAP, UDDI –Emerging standards, e.g., BPEL4WS, WS-Security

Privacy is a state or condition of limited access to a person. Ref: SCHOEMAN, E. D Philosophical Dimensions of Privacy: An Anthology. New York, NY, Cambridge Univ. Press. Information privacy relates to an individual’s right to determine how, when, and to what extent information about the self will be released to another person or to an organization. Background Information (cont.)

The Enterprise Privacy Authorization Language (EPAL) is used to encode an enterprise’s privacy- related data-handling policies and practices. An EPAL policy defines lists of hierarchies of data- categories, data-users, and purposes, and sets of actions, obligations, and conditions. Online: Background Information (cont.)

A Layered Framework for Tackling Privacy Protection Towards End-to-End Privacy Control

A Conceptual Model of Web-Service-Based Privacy Access Control Towards End-to-End Privacy Control (cont.)

A Proposed Protocol and Architecture for Tackling Privacy Access Control Issues Towards End-to-End Privacy Control (cont.)

An example marketing activity of an outsourced call center Towards End-to-End Privacy Control (cont.)

A layered architecture and methodology for the facilitation of privacy control based-on Web services. A conceptual model of Web-service-based privacy access control to facilitate the design of an implementation architecture Outsourced marketing companies can be integrated with adequate control and auditing. Practicability showing how the call center software for a typical marketing activity can be integrated effectively with the banks’ Web service Only the required part of a customer record is retrieved through the appropriate data views and sent one at a time to achieve strict end-to- end privacy. Conclusions and Future Works

We are currently working on the following technical research issues: –Ontology: Adopt OWL with EPAL vocabularies; –Privacy Access Control Policy: Adopt EPAL with extended assertions; and –Privacy Access Control Preferences: Adopt A P3P Preference Exchange Language (APPEL). From the practical and commercial perspective, we are also investigating research issues like: –Critical success factors for the Web services-based end-to-end privacy control systems; –Cost and technical requirements for the involved parties; –The implementation issues of the proposed system; and –Extending the framework to other applicable scenarios such as credit reference agencies. Conclusions and Future Works (cont.)