Download - Big Data
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BIG DATA
© 2013 Acxiom Corporation. All Rights Reserved.
Data is Gold
© 2013 Acxiom Corporation. All Rights Reserved.
Customers’ Lives Are Constantly Changing
Every hour of every day
5,769 people changed jobs
2,748 people moved
509 people were married
244 people got divorced
186 people declared bankruptcy
These people are your customers
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Traditional Data and Data Solutions Data Application●List Data for Customer Acquisition●Enhancement Data for Upsell, Cross-sell, CRM ●Intense Data Analytic Driven Segmentation●Postal Address Cleansing●Locate, Look Up, Verify●Customer RecognitionDirect Marketing/Addressable Media: ●Call Center●Direct Mail●Direct eMail●Brick and Mortar
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Channels Are Multiplying Rapidly New Types of Data Exploding Volume Escalating Velocity
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Data Elements in Play Marketing Layer On and Offline – Anonymous and PII
Shopping behavior Viewing Behavior (Digital TV) Geo-Location (Mobile Device) Browsing behavior Click stream Purchase behavior Demographics, Sociographics Life Stage Analytics and Segmentation Spotlights, Footlights Cookies Email behavior – click and open
Social Network Data # of Networks # of Friends Likes, Interests, Mentions Blog Data Preference data Response data Pings Precise Geo w/n a store Cookie syncing Container tags Offline to online
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Marketing
Online
Mobile
Set Top Box
Marketing
Online
Mobile
Set Top Box
Risk
Fraud
Authentication
Verification
Risk
Fraud
Authentication
Verification
IdentityIdentity
Marketing and Risk
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BIG DATA
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Agenda
•Landscape is Changing •Attitudes about Big Data •Spotlight on Data Brokering and Marketing•Implications for Data Content and Data Enablers•Implications for Users of Data •What is Expected of Stakeholders•Questions
© 2013 Acxiom Corporation. All Rights Reserved.
Acxiom’s Privacy and Compliance Team•Acxiom has been big data for over two decades and been at the forefront in data protection and privacy matters
•Pioneered innovative privacy solutions, creating the foundations for what are now standard practices in many industries.
•One of the most advanced and robust privacy programs in the world helping clients be compliant and improve business results
•Most experienced privacy team in our industry which is regularly sought after by clients, policy makers and regulators
•Maintain strong relationships with key policy makers and regulators in the US and abroad.
•Provide innovative approaches to maximize the value of data while understanding the risks involved
Privacy Permission Practices
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11
Acxiom’s Privacy and Compliance TeamGeneral Counsel Jerry JonesGlobal Public Policy and Privacy Executive Jennifer GlasgowGlobal Compliance Risk Leader Tim Spainhour
Americas Team Public Policy and Privacy Officer Sheila Colclasure Compliance Legal Leader Jordan Abbott Compliance Legal Attorney Kimberlin Cranford Data Content Compliance Legal Attorney David Reckert US Marketing Data Products Compliance Melisa Aebly US Risk Products Compliance Maxlyn Wanner US Consumer Care Advocate Alice Beaton
Kelli Chase EU/EEC Team EU Privacy Officer Sachiko Scheuing UK Officer Alex Hazell French Privacy Officer Sarah Wanquet German Privacy Coordinator Dr. Sachiko Scheuing Polish Privacy Officer (Data & GSC) Michal Kacxorowski
Australian and New Zealand
Privacy Attorney Julie Dennis
Officer Karina Boscolo
Asian Privacy Officer Dr. JJ Pan
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Landscape is Changing
Law and Regulations
versus Expectations
Big Data = Big Compliance
Big Data = Big Security
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Landscape is Changing
•Attitudes about Big Data
•Data Minimization
•PII vs Anonymous
•Sensitive Data Evolving
•Analytics & Automated Decisions
•Accountability
Law and Regulations
versus Expectations
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Attitudes about Big Data
20 Years of Consumer Attitudes
60% Pragmatist
30% Fundamentalist
10% Unconcerned
Examples of Big Data individuals can understand… Search is Big Data for consumers.
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Attitudes about Big Data
•Individuals
• Some concerned about commercial surveillance
• Few concerned about government surveillance
•Consumer Advocates and Policy Makers
• Business only after profits
• Protect individuals from themselves
• Need for transparency
• Concern about secondary use
• Concern about too much data
• Concern about robust analytics
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Data Minimization vs Big Data
•Increasing Commercial Surveillance
• Online (Search, Behavioral, etc.)
• Mobile (Location)
• Interactive TV
• Movies & Video
• Social Media (Social Networks, Blogs, Chat)
• Facial Recognition
• Apps
•International Perspective (especially EU)
Television
Mobile
Online
Retail
FacialRecognition
Minimize what?
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100% 0%
PII vs Anonymous – Definitions
DeviceIdentifiableInformation
Anonymous
Choice
Notice
XDe-IdentifiedInformation
XPersonally
IdentifiableInformation
AggregateInformation
Pseudo-anonymous
/ /
PersonalPseudo-
anonymous
PII DII AGIDe-ID
SANI
ANIPIISANI
Covered Information
Ease of Technical Re-identification
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Sensitive Data Evolving•Historical Sensitive Commercial Data
• Identification
• Financial
• Medical
•New Categories of Sensitive Commercial Data
• Specific location
• At-risk populations (children & elderly)
– Raise the age for COPPA from under 13 to 18
• Social network information (public & non-public)
• Biometrics & Facial recognition
• Modeled Data
Finances
Identification
Medical
Social Networks
Biometrics
At RiskPopulations
FacialRecognition
Location
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•Effectiveness of Analytics
• Modeling – Identifying & Justifying Predictive Data
• Application of Models– Scope Creep & Secondary Uses
•Risks with Automated Decisions
• “Boxing in” Individuals
• Discrimination & Profiling
• EU Fear of Automated Decisions
Analytics & Automated Decisions
Big Data = Big Analytics
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New Privacy Principle: Accountability •Accountability Principle (CIPL Project)
• Authorize Someone to Oversee Privacy – Chief Privacy Officer
– Need some independence/authority to have credibility
• Implement Written Policies that Conform to External Criteria
• Build Privacy into Agency Processes / Systems (e.g. Privacy by Design / Privacy Impact Assessments)
• Review Policies & Practices Periodically (Assessment or Audit)
• Provide Effective Redress to Individuals
•Adoption
• Unofficially Adopted by Regulators before Officially Required by Law
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•Behavioral Advertising
•Using Offline Data for Online Advertising
•Mobile Marketing
• Location
• Mobile IDs
•Digital TV
•Cross-border Data Flows
Self-Regulation (Co-Regulation)
Companies must go beyond what is required by law!
Must work on and anticipate more self-regulatory guidelines = new policies.
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•Policy Makers
• Way Behind the Times
• Reactive to Incidents
• Don’t Understand
– Technology
– Value of Data
– Protections Available
•Supreme Court and Lower Courts Engaged
•Data Broker Legislation (2-3 years?)
Legislation & Courts
Self-regulation can set the stage for workable
legislation.
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•House Privacy Caucus
• Congressmen Markey & Barton
•Senate Commerce Committee
• Senator Rockefeller
•Federal Trade Commission (FTC)
• Commissioner Julie Brill
• Aggressive Consent Decrees
•General Accounting Office (GAO)
•States Attorneys General
Spotlight on Data Brokers & Data Services
Media attention high!
Client inquiries increasing.
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Implications
•Evolve Policies and Practices
•Greater Visibility with Consumers
•Comply with All Policies
•Sustain Privacy Leadership Position
•Promote Self-Regulation•Evolve Acxiom Policies
•Develop Compliant Products and Services
•Be Proactive with Clients
•Be Careful with Partners and Suppliers
•Be Careful about Messaging
•Promote a Compliance Culture
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•Don’t Understand 3rd Party Obligations
•New Anonymous Online Rules Prevent Common Offline Practices
• Closed Loop Marketing
• Open Loop Marketing
•Increased Risk of Non-compliance
Implications for Users of Big Data
Be a trusted vendor.
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What is expected of Big Data Industry?
•Learn the rules for area/industry.
•Question what doesn’t seem to fit those rules.
• New approaches
• New products
• Short cuts / workarounds
•Help assure compliance all the time.
•Learn from media and enforcement examples
Call privacy team if you have ANY doubt/question.
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TRUSTClients Policy Makers
and Regulators
Consumers
Exper
tise
and Le
ader
ship Com
pliance
and Leadership
Hyper-Transparency
Future Depends on…
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®
Questions?