1.
MARKETING MATURITY
Information Security is a
Marketing responsibility
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2.
MARKETING MATURITY
Thank you!
Stephen Coates Gallagher Laura Bell SafeStack
Andrew Kelly Insomnia Shahn Harris Beca
(1) People - Process - Technology (in that order)
(2) Infosec risks ≡ Business risks
(3) Governance: be wary of sneaky MVPs,
proofs-of-concept, and digital disruption
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3.
MARKETING MATURITY
Carlos Cordero | Principal | Convergnce
carlos.cordero@convergnce.com
convergnce.com
@Convergnce
๏ Business consultant for marketing organisations. I help them
to perform better and to become more effective.
๏ Convergnce provides marketing organisations with business
advisory and services for performance acceleration,
organisational alignment, talent development, and process
improvement, to help them to achieve a superlative level of
marketing effectiveness. We call this Marketing Maturity.
๏ Marketing Risks is one of our four areas of practice.
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4.
MARKETING MATURITY
Information Security is a
Marketing responsibility
The problem is that nobody has sent marketers
the memo yet :(
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5.
MARKETING MATURITY
The current situation
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6.
MARKETING MATURITY
Image: Mattel
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7.
MARKETING MATURITY
Hello Barbie Doll
“Chat with Barbie for a whole new way
to play!”
“Hello Barbie doll uses WiFi and speech
recognition technology to engage in
two-way dialogue”
“This is a US only product. The Hello
Barbie companion app can only be
found in US app stores.”
Source: Amazon’s product page
Image: Mattel
What Does Hello
Barbie Say?
Hello Barbie converses
using 4300 different
sentences and
expressions (lines).
Mattel and ToyTalk“…
are consistently
updating and
enhancing the product’s
vocabulary…”
Source: Hello Barbie Doll’s Lines document
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8.
MARKETING MATURITY
Hello Barbie App, Hello Security Issues
[1] “The app can be modified to reveal
confidential information including
authentication credential passwords.”
Mobile App Security Issues
[2] “The app will connect a mobile device to any
unsecured Wi-Fi network if it has “Barbie” in the
name, allowing for a network spoofing attack to
occur by an attacker impersonating the Barbie
network to steal data.”
[3] “The app utilizes an authentication
credential that can be re-used by attackers.”
[4] “The app shipped with unused code that
serves no function but increases the overall
attack surface.”
Image: Mattel
Server-Side Security Issues
[5] “Client certificate authentication credentials
can be used outside of the app by attackers to
probe any of the Hello Barbie cloud servers to
look for more vulnerabilities.”
[6] “The ToyTalk server domain was on a cloud
infrastructure susceptible to the POODLE
attack, allowing attackers to downgrade
connection security and listen in on
communications to the server such as uploaded
conversation from the doll.”
Source: Andrew Hayes (Director of Research at OpenDNS) and Bluebox Security (Bluebox
Labs), “Hello Barbie App, Hello Security Issues”, published 4th Dec. 2015.
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9.
MARKETING MATURITY
Source: Andrew Hayes (Director of Research at OpenDNS) and Bluebox Security (Bluebox
Labs), “Hello Barbie App, Hello Security Issues”, published 4th Dec. 2015.
Image: Mattel
Availability
Utility
Integrity
Authenticity
Confidentiality
Possession
Hello Barbie App, Hello Security Issues
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10.
MARKETING MATURITY
How did we get here?
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11.
MARKETING MATURITY
Marketers circa 1994
Image: Netflix
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12.
MARKETING MATURITY
Marketers in 2016
Image: DreamWorks LLC,
Paramount Pictures, Amblin
Entertainment
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13.
MARKETING MATURITY
Marketers ~1994
(In control of all the cards)
Marketers in 2016
(Under extreme pressure. Customers have all the cards)
Awareness
Interest
Permanent Engagement
Total Customer Experience
Extending products/services
by using digital technologies
Marketing performance and
operational effectiveness
Become stewards of the
whole customer
experience Lifecycle
Traditional media
Direct marketing
Anything to enable and manage experiences, deliver
digitally enhanced products and services, facilitate the
customer journeys, and support marketing operations.
“database”
Highly fragmented.
Shadow IT: acquiring + developing
Syphons data all over the place.
Integration is a nightmare.
Marketing objectives
Marketing platforms
Marketing stack
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14.
MARKETING MATURITY
Current mindset of
“The Marketers”
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15.
MARKETING MATURITY
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Ad
avoidance?
MARKETERS ARE TRYING TO MAKE SENSE OF THEIR SITUATION
(1) What is their job about? (2) How to do their job
Automation
Proactive
Personalisation
New
Capabilities
Agile!
Insights
Big Data
Break Silos!
Balance
Creativity vs.
Effectivity?
Marketing
Stack
What does
success look like?
Partner
CIO
Customer Journey Innovation
Total Customer Experience
Operational Effectiveness
Stewards of the Lifecycle

16.
MARKETING MATURITY
Image: Shadow Pictures Ltd
What we do in the Shadows
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17.
MARKETING MATURITY
PRIVACY
traditionally a conflicting topic for marketers
INFOSEC is NOT on the radar.
(besides, that is ________ problem, not ours.)
Image: Shadow Pictures Ltd
Under extreme pressure and conflicting agendas
something always ends up all screwed up
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18.
MARKETING MATURITY
Map of marketing
related infosec Risks
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19.
MARKETING MATURITY
Image: Warner Brothers Pictures
Meet “Fluffy”
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20.
MARKETING MATURITYThis document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com
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Products and services
that are made with
digital technology
(a) Digital technology is part
of or the core of the product/
service itself
(b) Digital layer that extends
the core product/service
Digital
engagement &
customer
experience
applications that
“innovate” the
customer
journeys
3 marketing-related infosec Risks
Marketing
Stack
(digital
services/
products +
marketing
operations)
Infosec Pros are not being invited to the
digital transformation party (yet).

21.
MARKETING MATURITY
Image:thetruthaboutcars.com
Products and
services that
are made
with digital
technology
To patch your 2014 Jeep Cherokee you need a USB stick
When Infosec Pros are not invited from day one…
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22.
MARKETING MATURITY
Digital
engagement &
customer
experience
applications
that “innovate”
the customer
journeys
Misconfigured MongoDB installation discovered by
Chris Vickery, on 19th Dec. 2015, and disclosed to
Sanrio.
Up to 3’300,000 user accounts were vulnerable -
186,261 belonging to minors (as confirmed by
Sanrio’s investigation).
Image:screengrab sanriotown.com
When Infosec Pros are not invited from day one…
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23.
MARKETING MATURITY
Marketing
Stack
Highly
fragmented.
Shadow IT:
acquiring +
developing
Syphons data all
over the place.
Integration is a
nightmare.
Infograph: Scott Brinker,
Chiefmartec. Published
on January 2015.
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24.
MARKETING MATURITY
Predictions and
implications for
INFOSEC Professionals
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25.
MARKETING MATURITY
No major
catastrophe has
occurred yet
Extreme
demands and
expectations
Technology:
complex and
dynamic
Attitudes
towards risks
and uncertainty
A combination of risk factors that we know well
No punitive
consequences
have eventuated
Ignorance
Leadership
vacuum
Clashing priorities:
results/speed vs.
quality/risks
IoT: new,
untested, vast
scale
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26.
MARKETING MATURITY
January 28, 1986
Challenger
7 astronauts died
The causes were
human nature
(attitudes towards
risks under conditions
of uncertainty) and
management practice
that has clashing
priorities.
Image:NASA
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Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
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27.
MARKETING MATURITY
We are fighting human nature and management
practice that has clashing priorities
Source: WorldBank’s website “Addressing the Road Safety Challenges in East Asia & Pacific Region”
This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com
Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
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document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.

28.
MARKETING MATURITY
February 1, 2003
Columbia
7 astronauts died
17 years later the
causes remained
the same.
Image:NASA
This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com
Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
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document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.

29.
MARKETING MATURITY
Reduce the risk
surface at the
“concept” stage
Command the
attention of
marketers
Best of class
technology
management
Timely and
adequate risk
assessments
Implication for Infosec Pros: we need to catalyse
and drive the change in the organisation. To lead.
Make the cost of
a catastrophe
very expensive
Educate
Train
Leaders setting
priorities and
driving change
Influence the
priorities by
surfacing risks
Frameworks
“connected” to
marketing praxis
This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com
Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this
document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.

30.
MARKETING MATURITY
What am I
suggesting?
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Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
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document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.

31.
MARKETING MATURITY
If the Lonely Mountain does not come to the
dwarves, the dwarves have to go to the mountain
Image:
New Line Cinema
Metro-Goldwyn-
Mayer
WingNut Films
This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com
Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this
document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.

32.
MARKETING MATURITY
Lead the digital
transformation
(with IT guys)
Win the Board as
ally. Then win
the Exec. Comm.
Educate about
technological
risks
Co-develop risk
assessment
practices
Infosec Pros need to become leaders
Connect security
incidents to
brand damage
Join the process
from the concept
stage (its start)
Help marketing
to adopt Agile
approches
Connect risk
management to
brand benefit
Reduce the
friction for
marketers
This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com
Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this
document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.

33.
MARKETING MATURITY
Leaders rise when the times call for them.
It is our time.
Image:Time magazine Image:Ai Weiwei by Gao Yuan
This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com
Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this
document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.

34.
MARKETING MATURITY
Carlos Cordero | Principal | Convergnce
carlos.cordero@convergnce.com
convergnce.com | @Convergnce
Thank you!
I am happy to answer
any questions. Just ask.
This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com
Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an
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document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.