Towards end-to-end privacy control in the outsourcing of marketing activities: a web service integration solution

Authors:
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
Affiliations:
University of Ontario, Canada;Dickson Computer Systems, Kowloon, Hong Kong, HKSAR, China;The Hong Kong University of Science and Technology, Hong Kong, HKSAR, China;Hong Kong Baptist University, Hong Kong, HKSAR, China;University of New South Wales, Australia;The Open University of Hong Kong, Hong Kong, HKSAR, China;Athens University of Economics & Business, Greece;The Hong Kong University of Science and Technology, Hong Kong, HKSAR, China;The Hong Kong University of Science and Technology, Hong Kong, HKSAR, China;The Hong Kong University of Science and Technology, Hong Kong, HKSAR, China
Venue:
ICEC '05 Proceedings of the 7th international conference on Electronic commerce
Year:
2005

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Abstract

With the recent adoption of marketing activities outsourcing, there have been increasing demands and concerns for privacy control. The traditional approach of a bulk transmission of the customers' information to a marketing company cannot meet such demands, especially in the finance and healthcare businesses. Therefore, we propose a layered architecture and a development methodology for end-to-end privacy control over the export of each individual customer's records through a Web services platform, according to the corresponding enterprise's privacy control policies. A Web services system, with up-dated security and privacy facilities, can provide a suitable interoperation platform for required application-to-application interactions over the Internet. We further develop a conceptual model and an interaction protocol to send only the required part of a customer's records at a time. We illustrate our approach for end-to-end privacy control with a tele-marketing case study and show how the software of the outsourced call center can be integrated effectively with the Web services of a bank to protect privacy.