The discussion about data can be one-sided, underpinned by mistrust. The truth is, many people just don’t understand how data is collected and how it is used — which leads to confusion and suspicion. In reality, Data — used properly — benefits both businesses and consumers.
Outsell is committed to the appropriate use of data. We actively participate in industry conversations about data use and privacy, and we work hard to create policies that protect consumers and allow for the responsible use of data by the automotive brands and dealers we serve. Despite our longstanding commitment to robust privacy and security standards, legitimate questions remain. Here are some of the most commonly asked external questions, as well as our answers.
Q: Why does Outsell collect data about consumers?
A: The data we collect helps automotive brands market more effectively to consumers, and allows consumers to receive communications tailored to their needs and interests. When data is used effectively, tailored, relevant marketing communications can feel like a service to the consumer.
Q: How does Outsell collect data?
A: Outsell’s primary data source for its dealers is the information each dealer already has in its customer management system. This data includes information about the consumer’s vehicle(s) as well as historical purchase and service information. In many instances, we use external data suppliers to help us better understand the demographic profile of each consumer. In addition, we also have information on how the consumer interacts with the direct communications we send on behalf of the dealer – did they open an email or redeem a direct mail coupon?
While all our data collection complies with laws and industry best practices, our marketing data adheres to an even higher standard. We review our dealers’ and marketing data suppliers’ online data privacy policies to determine whether consumers are notified that information will be shared for marketing purposes and that people have a choice about such sharing. Also, we do not work with dealers or data suppliers whose policies do not comply with Outsell’s Acceptable Use Policy: http://www.outsell.com/acceptable-use-policy/
- How do we store and protect your PII information?
A: Outsell uses appropriate security measures to protect against the loss, misuse and alteration of data used by our system. We have implemented and follow industry standard measures to protect against unauthorized access to and unlawful interception or processing of Personal Information. Only authorized personnel are allowed physical and/or digital access to servers and data. We have also enforced policies and procedures for our employees in their handling of personal data. All customer/ PII data that Outsell stores and processes is encrypted using strong protocols that conform to the latest security standards. Our data is currently stored in the United States only.
- Who we may share your personal information with?
A: We will never share, sell, or rent individual personal information with anyone for their promotional use without your advance permission or unless ordered by a court of law, pursuant to a subpoena, to protect our rights, or in the event of the sale of our business. Information submitted to us is only available to personnel managing this information for purposes of contacting you or sending you emails based on your request for information, and to contracted service providers, and other third parties we use to support our business and for providing services relating to our communications with you.
Q: Does Outsell track everything people do on the web?
A: No. Outsell does not collect cross-domain web browsing activity, but we do work with partners who aggregate anonymous automotive-related web browsing activity to help us present more relevant communications to consumers. When we do this, we comply with all applicable laws and the higher standards established by industry trade associations like the Direct Marketing Association, the Interactive Advertising Bureau and the Digital Advertising Alliance.
Q: Can I opt-out of email marketing programs or ask that information about me not be collected?
A: Yes. Consumers can opt-out of email communications at any time by clicking the un-subscribe link at the bottom of any email received. If the consumer prefers to not have their anonymous dealer website visit history tracked with a cookie, they can either change the privacy settings on their browser or as outlined above, out-opt on the dealer’s website.