Data Security and Privacy

//Data Security and Privacy
Data Security and Privacy 2018-09-17T10:30:22+00:00

Aimia’s business is built on trust. Clients entrust us with their data and expect us to protect and steward it well. Similarly, when consumers engage with loyalty programs and brands, they want to know that their personal information is safe and that it will be used responsibly.


Clients trust us to respect their privacy rights in order to reward us with their loyalty. As a matter of policy, good business and ethics, we can do no less. This makes data our most important asset, and its safekeeping a mark of leadership. In keeping with our commitment to responsible data management, we take extensive steps to ensure that we continue to earn our customers’ and members’ trust every day. We do this by:

  • Gathering and managing only the data that hold the greatest potential for insights.
  • Meeting or exceeding local legal requirements.
  • Continually investing in better data management practices, systems and technologies.
  • Designating a Privacy Officer in each region to lead, collaborate, ensure compliance, monitor performance and address emerging issues.
  • Measuring compliance against industry benchmarks and continuously improving our Disaster Recovery and Business Continuity Plans.
  • Continuing to embed our TACT Data values — which spell out our commitment to Transparency, Added value, Control, and Trust.


As a company recognizing that a reputation for responsible data management is among Aimia’s most valuable assets, we have developed TACT — a set of ‘data values’ that put the consumer at the heart of what we do.

Our TACT values also serve as a common foundation on which we build our loyalty programs — see Aeroplan Privacy Policy.


Do consumers feel empowered when they share their personal data with marketers?  And, in the minds of consumers, are marketers seen to be appreciating the value they receive from having access to this personal data when it is shared?

The Center on Global Brand Leadership at Columbia Business School, in conjunction with Aimia, the marketing thought leadership centre for Aimia, explored these and other key questions surrounding global consumer attitudes towards personal data-sharing, as well as the data ecosystems that might exist between consumers and marketers, in a study on the future of data sharing, researchers found that:

  1. People are concerned about how their personal data is handled.
  2. Consumers are more savvy than we think.
  3. Brand trust does influence consumers to share data.
  4. Offers have impact and should be used strategically.
  5. Future trends.


Not all consumers approach marketers’ efforts to collect their personal data the same way — and their behaviours have more than likely changed over time.  This change may be in response to high-profile data breaches, an ever-increasing volume of marketing communications, greater awareness of advertising tracking technologies, increasing knowledge of tools they can use to limit marketers’ access to their personal data, and their own personal experiences with brands.

While consumer attitudes toward data sharing may be influenced somewhat by factors such as age, gender, income, and education, demographics alone do not accurately predict whether a given consumer will allow or hinder data collection. To help marketers better understand how consumers perceive and act when sharing personal data, we identified four unique data-sharing mindsets from the findings.

Respondents were classified into four quadrants based on two key parameters: their tendency towards both a “defensive attitude” and a “sharing attitude.” Placement along the sharing-attitude axis was based on whether respondents identified as being either happy or not happy with sharing personal information with a brand in order to receive relevant offers and discounts. Placement on the defensive-attitude axis related to their propensity towards taking one or both of the following actions:

  • Making up details to avoid giving away real personal information or
  • Taking steps to limit companies from tracking them online.