Leadership Perspectives

Spotlight on: Janis Kestenbaum, Partner at Perkins Coie LLP

Becky Doles

This is an exclusive interview with Janis Kestenbaum, Partner at Perkins Coie LLP. Janis is scheduled to be a panelist at #Postback15.

Q: What Are Some of the Major Mobile-Related Privacy Conversations Taking Place Right Now?

In Washington, we’re starting to see a lot of attention to measuring cross-device activity. How can marketers link the consumers behind various devices while providing meaningful notice and choice? That’s an issue the FTC will take on at a November workshop, and self-regulatory groups are already thinking hard about.

Q: How Can the Industry Strike a Balance Between Personalization and Respecting User Privacy?

There’s no silver bullet. But if companies think of the “user” as their “customer” (along with advertisers who help pay the bills) they are likely to strike the right balance. I am optimistic that we are headed in the right direction and interested to see how companies approach the issue with “smart” devices a/k/a the Internet of Things.

Q: In the World of Big Data, It Seems There’s a Tendency for Companies to Collect as Much Data as Possible. What’s Your Take on This?

I don’t favor collecting and storing data just because you can. But I also think we need to spend more energy focusing on appropriate uses of data and less energy on collection limits.

Q: What Privacy-Related Advice Do You Have for Startups?

It’s easy to ignore privacy when you are a startup. But it can not only damage your relationship with your users, it can affect your valuation when you are seeking to raise capital. Here are a few simple steps you can take now:

  1. Say what you do in a privacy policy (don’t cut and paste a generic privacy policy).
  2. Do what you say — be sure you know what commitments you’re making in your privacy policy, UI, FAQs, etc. and live up to it.
  3. Less can be more — don’t collect and hold onto data just because you can. If you don’t have it, it can’t be lost in a breach.
  4. Be choosy in choosing your vendors.
  5. Secure it — take precautions to safeguard your customers’ personal information. The more of it you have and the more sensitive it is, the more you need to pay attention to security.

Q: What Are You Most Looking Forward to at #Postback15?

The energy!

Register for #Postback15


This year’s Postback event will be held July 23 & 24 in Seattle, WA. Featuring a lead keynote address from Malcolm Gladwell, nine panel sessions with discussion from 30+ industry experts, and training for TUNE products, Postback is a can’t miss event for all serious marketers. The event also includes an outdoor happy hour, private boat cruise around Lake Union, and a concert with a secret artist, giving you plenty of opportunities to connect with other industry professionals. To register or learn more, visit the Postback website.

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Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

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