Web Analytics Demystified GUARDS

Consumer data privacy and the use of personally identifiable information (PII) on the Internet is increasingly becoming the "hot button" issue of the decade. What your company knows about the digital consumer, how that data is collected, and who has access to that knowledge has become an entirely new exposure point for your business and shareholders. Unfortunately, modern data collection techniques and systems make collecting this data incredibly simple and, as a result, many web sites are collecting potentially personal data without the CIO or CTOs knowledge.

At Web Analytics Demystified we believe this is a problem, and so with the help of our partners at BPA Worldwide we are doing something about it.

Web Analytics Demystified GUARDS is a one-of-a-kind Audit and Certification, designed by the most trusted name in digital measurement and delivered by the most recognized name in digital auditing. GUARDS is a five-step process:

1. Identify Consumer Data Touchpoints
2. Identify Consumer Data Collectors
3. Identify Specific Consumer Data Collected
4. Evaluate Consumer Data Usage
5. Results and Certification

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Companies passing GUARDS will be certified as taking appropriate caution when it comes to the collection and use of consumer data within the Enterprise. Where problems are found, BPA Worldwide and Web Analytics Demystified will provide clear guidance on corrective action based on the most current legislative and legal landscape.

The GUARDS certification is the first step towards demonstrating the businesses commitment to consumer data privacy. Systems that will be examined for both actively- and passively-collected consumer data include:

• Web Analytics (i.e, Adobe Omniture, Webtrends, Google Analytics)
• Voice of Customer (i.e., ForeSee Results, OpinionLab, iPerceptions)
• Customer Experience Management (i.e., Tealeaf, Clicktale)
• Testing and Targeting (i.e., Adobe Test&Target, Monetate, SiteSpect)
• Audience Panels (i.e., comScore, Quantcast)
• Personalization (i.e., Adobe 1:1, Baynote, Certona)
• Cloud-based Data Collectors (i.e., Domo, Anametrix)
• Advertising (i.e., Double-Click, Marin Software)
• CRM & Marketing Automation (i.e., Salesforce.com, Eloqua, Marketo)
• E-mail Marketing (i.e, Responsys, ExactTarget, Epsilon)
• Social Media Tools & APIs (i.e., Facebook "Like", YouTube)

"Without regard for the current legislative agenda, our experience tells us that companies are far better off knowing what they are collecting and why, than not," says Glenn Hansen, President and CEO of BPA Worldwide. "Demystified's GUARDS methodology allows our auditors to accurately identify potential risk so that executives can take appropriate action before lawyers or politicians call."

Contact us for more information about Web Analytics Demystified GUARDS