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Privacy and the University Press

Privacy and the University Press. Joseph J. Esposito CNI 2014. Topics . The direct-to-consumer (D2C) project How D2C marketing works Privacy implications of D2C Survey of university presses Policy issues. The D2C Project. Funded by Andrew W. Mellon Foundation

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Privacy and the University Press

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  1. Privacy and the University Press Joseph J. Esposito CNI 2014

  2. Topics • The direct-to-consumer (D2C) project • How D2C marketing works • Privacy implications of D2C • Survey of university presses • Policy issues

  3. The D2C Project • Funded by Andrew W. Mellon Foundation • Aim is to help university presses sell more books from their Web sites • Includes a survey of current press practices concerning D2C • Will also include recommendations for implementing such a program • Will be completed this summer and made openly available

  4. How D2C Works • For consumer sales (aka sales to individuals), not sales to libraries or businesses • Direct relationship between the publisher and the customer/user • Marketing funnel: users attracted to Web site; view offerings; make transaction • Theoretically competes with other channels (e.g., Amazon, libraries)

  5. How To Be Successful at D2C • Requires a great deal of Web traffic • Web site designed to facilitate transactions • Needs secure ecommerce systems; reliable back-end fulfillment; regulatory compliance • Which brings us to –storing and reusing data about customers to enhance marketing campaigns

  6. Privacy Implications • D2C marketers attempt to collect as much information about users as possible • Personal identifiers (name, address, etc.) • Demographic information (e.g., white male, 40 years old, household income $100,000, BS in chemistry, etc.) • Purchasing history (books, movies, cars, groceries—everything that is legal) • Records enhanced with third-party data

  7. Storing Data • All data is retained when possible • Must be in secure environment—but who has access? • Ideally stored in form that enables detection of patterns and easy extraction

  8. Using and Reusing Data • Used to sharpen a company’s own marketing plans • Data may be loaned or leased to others (How do we guarantee a third-party’s data security practices?)

  9. Press Survey • Some respondents had a clear idea of data and privacy policies and conscientiously managed this area • But some did not (“Don’t know if we have a privacy policy”; “We do what the university tells us, but I don’t know what that is”) • Some said they do not use tracking devices, but in fact they do (assume ignorance, not malice) • Most have firm policies on credit card information

  10. What Can We Learn from This? • No evidence (based on my survey) of inappropriate data or privacy policies • But lack of well-known and carefully articulated policies is troubling • Universities have multiple constituencies to serve with their privacy policies • A need to develop balanced, well-articulated policies for all university departments

  11. Recommendations • U. press community begins process to articulate policy for all presses • U. press community participates in discussions on campus for overarching privacy policies • Goal: a set of useful, practical guidelines for privacy issues

  12. Contact Information • Joseph J. Esposito • Processed Media • espositoj@gmail.com • @josephjesposito

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