Current and Future Trends in a Digital World


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Presentation by Aurélie Pols, Siobhan MacDermott, Erika Mann and Florian Stahl at the IAPP European Data Protection Conference held in Brussels in December 2013.
Privacy faces new business challenges on a daily basis, induced by rapid technological evolution as legislation pains at keeping up to date. Many of these digital developments, like analytics, big data, mobile, social networks and other future trends remain misunderstood by businesses, legislators and citizens for various reasons, leading to the proposal of the EU General Data Protection Regulation (GDPR). This session explores some of these topics from a privacy and business perspective, including the influence of the GDPR. Specifically, we’ll look at social networks, with their often non-transparent business model to optimise the sale of contextual advertising by analyzing user behavior. It appears that people with higher levels of education tend to understand the related privacy issues better and avoid posting sensitive information or abstain from using social networks as a whole, which results in a kind of discrimination. Additionally, we’ll put digital analytics best practices, big data feeds and flows between tools and continents, mainly linked to cloud computing, in parallel with legislation, and show which steps to undertake for legal compliance, how to train for data protection and how to assure minimal liability now and in the future.

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Current and Future Trends in a Digital World

  1. 1. Privacy Conversation Current and Future Trends in a Digital World Siobhan MacDermott Aurelie Pols Erika Mann Florian Stahl
  2. 2. AGENDA Introduction  About us  General Data Protection Regulation  Privacy behavior studies Privacy Conversation  Social networks  Analytics & Big Data  Security (vs. Privacy)  Ethics
  3. 3. ABOUT US (1) Florian Stahl Aurélie Pols  Lead Consultant for Information Security & Privacy  Chief Visionary Officer bridging the gap between Analytics & Privacy  European Digital Analytics veteran, over 15 years of experience  Based in Madrid, Spain with global clients, co-founder of Mind Your Analytics S.L. & Mind Your Privacy S.L. (2nd start-up)   CISSP, CIPP/IT  Works in Munich for msg systems ag, Germany’s 5th largest IT consulting and software company  Blog: 
  4. 4. ABOUT US (2) Erika Mann Siobhan MacDermott  Head of Facebook’s policy office in Brussels and  Lead spokesperson for EU affairs  Member of ICANN’s Board of Directors  Member of the European parliament 1994-2009  Born in Leipzig, degree from the University of Hannover   Chief Policy Officer AVG Technologies  Expert on the future of Information Technology, consumer dynamics, cybersecurity, and privacy  Author of “Wide open Privacy” 
  5. 5. EU GDPR Effective for all companies dealing with EU personal data
  6. 6. PRIVACY BEHAVIOR (1) Eurobarometer Survey 2009  Females take privacy more serious in general  Higher educated people tend to worry more: Education Sample % Not at all worried Not very worried Fairly worried Very worried Low 71.1 76.3 68.8 68.7 69.9 High 28.9 23.7 31.2 31.3 30.1  Huge differences between EU countries – percentage of (very) worried individuals about misuse of personal data:       > 60% Bulgaria, Greece, Italy, Portugal 58% France 57% Germany 53% Belgium 35% Sweden, Finland ≤ 34% Slovenia, Hungary, Estonia
  7. 7. PRIVACY BEHAVIOR (2) Privacy paradox  Nearly 50% of European website visitors decide not to use it due to dissatisfaction with privacy policies (Source: The consent project)  Users do not want to pay more when using privacy friendly sites (Study of the Humboldt University) *  Only 17% of Germans considered NSA spying as important criteria for election (government re-elected)  Privacy matters after being involved in an incident, but people are not aware of the risk in advance * Unwillingness to pay for privacy
  8. 8. SOCIAL NETWORKS Become an increasingly important media for communication  Hard to stay off without missing anything  Stay highly educated people away from social networks due to privacy concerns – discrimination?  Risk of losing users due to privacy concerns vs. usability  Feeling that data is not stored when using mobile devices  Alternative business model: paid version, but no data analytics and no advertising  General Data Protection Regulation:  Threat to business model of social networks?
  9. 9. ANALYTICS MEETS PRIVACY How to bridge the gap between Data Scientists & Privacy Professionals? Data is becoming an increasingly important asset  that needs to be protected  Technical security  Breaches due to human errors  that needs to be commonly understood  Education  Data hygiene
  10. 10. ANALYTICS & BIG DATA What’s in a word? DATA LIFECYCLE Source: Source: http://www.simpletraini
  11. 11. LinkedIn Big Data feedback loop Purpose? Consent? Anyone? Source:
  12. 12. Purpose & Consent vs. Trust & Creepy Trust => Social Media reputation (See also Breach notification for Crisis Management => PR & Marketing) Creepy => Ethics boundary
  13. 13. IS BIG DATA KILLING THE PRIVACY FRAMEWORK? Purpose User consent Fair & Legal process New business opportunity through data Information for approved use Execute
  14. 14. SECURITY (vs. PRIVACY)  Former NSA director Bill Binney: „NSA collects data of all citizen of this world! They want to have power over people. […] The NSA does not have any possibility to trace who is doing what with the system.“ *  Is it appropriate to analyze all data for security reasons?  Different perspective in Europe and US – how to balance?  Competitive advantage for European IT companies?  General Data Protection Regulation  Distrust in US (and UK) IT companies  Run for “IT Security made in Germany” * German Handelsblatt, 13 September 2013
  15. 15. ETHICS Economic interests vs. Human Rights Who is reponsible for Privacy Protection? Companies Individuals Governments
  16. 16. QUESTIONS & ANSWERS Thank you for your attention! Feel free to contact us: