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

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.