1. Do Not Track Legislation: What Small Businesses Need to Know

    Do Not Track Legislation: What Small Businesses Need to Know
    From Susan Kuchinskas: Is looming Do Not Track legislation making you nervous? What about stringent privacy rules enacted by the European Union? Business owners who depend on site analytics for everything from increased sales to customer satisfaction are justifiably leery of new laws that could make their jobs harder. The Federal Trade Commission recommended the enactment of do-not-track legislation in 2011, and in February, the Do Not Track Me Online Bill of 2011 directed the FTC to prescribe regulations. In May, both houses of the U.S. Congress said they would draft do-not-track bills. While most of the legislative effort is focused on large advertising networks that track users from site to site, do-not-track laws could create collateral damage for small businesses that use analytics or visitor tracking on their own websites, says Adam Blitzer, COO of Pardot, a company that offers cloud-based marketing automation software for SMBs. "If you ...
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    1. If you're a B2B company, not being able to track your prospects would be pretty painful.
    2. I think it's unlikely that we will have do-not-track legislation in the next year. The bigger issue is getting on board with industry self-regulatory efforts.
    3. You need to get explicit consent from website users before you start tracking them. The key sticking point is explicit consent. They have left it up to businesses to comply with that.
    4. We took the time to make the wording be educational, so that people do understand why we want to track them.
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