Shopper Marketing - October 2016 - 31
tailer and how they run their operations as well
as for manufacturers and how their products
are performing at that retailer. From a security
standpoint, not much can be done with the
data because it's not linked to specific consumers. The second level of data links to personally
identifiable information, or PII. Once you start
collecting that kind of data, including loyalty
card information, you have a responsibility to
consumers to protect it because it tells so much
about their behavior as consumers.
MARK HECKMAN: If someone gets their hands
on frequent shopper data, where you have
emails and purchase history and things like that,
it's of little consequence compared to a breach
of financial data. When you start collecting
transactional data at the household level, you
want to make sure it's secured behind a firewall,
but rarely does a breach become an issue on
that level of data collection. The big concern is
the financial data, and though it's a much different animal, it's all kind of bleeding into one.
Many retailers offer private-label credit cards, or
they house data that provides a path to people's
bank accounts. That requires a whole different
level of security.
Do hackers and fraudsters have any use for
non-financial shopper data?
HECKMAN: If you steal my data and now you
know I like canned tomatoes, that's a no-harm,
no-foul situation. Shoppers expect this information to remain private, but it's not the same
as if their financial data were compromised.
HERTENSTEIN: When this type of data hacking
goes on, they're really just trying to get into a
database to gain access to individual consumer
accounts as a starting point, and from there
OUR VIRTUAL ROUNDTABLE
Mark Heckman, Mark
founder and former
The Lunde Co.
founder and former
attorney and Certified
OCTOBER 2016 SHOPPER MARKETING y