Big Data


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Presented by Sheila Colclasure, Global Public Policy and Privacy, Americas Officer at the 2013 Racom IMC Roundtable. More info on this event at

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Big Data

  1. 1. © 2013 Acxiom Corporation. All RightsReserved.BIG DATA
  2. 2. © 2013 Acxiom Corporation. All RightsReserved.Data is Gold
  3. 3. © 2013 Acxiom Corporation. All RightsReserved.Customers’ Lives Are Constantly ChangingEvery hour of every day5,769 people changed jobs2,748 people moved509 people were married244 people got divorced186 people declared bankruptcyThese people are your customers
  4. 4. © 2013 Acxiom Corporation. All RightsReserved. 4Traditional Data and Data SolutionsData 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
  5. 5. © 2013 Acxiom Corporation. All RightsReserved.Channels Are Multiplying Rapidly New Types of DataExploding Volume Escalating Velocity
  6. 6. © 2013 Acxiom Corporation. All RightsReserved. 6Data Elements in PlayMarketing 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
  7. 7. © 2013 Acxiom Corporation. All RightsReserved.MarketingOnlineMobileSet TopBoxRiskFraudAuthenticationVerificationIdentityMarketing and Risk
  8. 8. © 2013 Acxiom Corporation. All RightsReserved.BIG DATA
  9. 9. © 2013 Acxiom Corporation. All RightsReserved.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•Questions9
  10. 10. © 2013 Acxiom Corporation. All RightsReserved.Acxiom’s Privacy and Compliance Team•Acxiom has been big data for over two decades and been at the forefront indata protection and privacy matters•Pioneered innovative privacy solutions, creating the foundations for what arenow standard practices in many industries.•One of the most advanced and robust privacy programs in the world helpingclients be compliant and improve business results•Most experienced privacy team in our industry which is regularly sought afterby clients, policy makers and regulators•Maintain strong relationships with key policy makers and regulators in the USand abroad.•Provide innovative approaches to maximize the value of data whileunderstanding the risks involvedPrivacy Permission Practices
  11. 11. © 2013 Acxiom Corporation. All RightsReserved.Privacy Permission Practices11Acxiom’s Privacy and Compliance TeamGeneral Counsel Jerry JonesGlobal Public Policy and Privacy Executive Jennifer GlasgowGlobal Compliance Risk Leader Tim SpainhourAmericas TeamPublic Policy and Privacy Officer Sheila ColclasureCompliance Legal Leader Jordan AbbottCompliance Legal Attorney Kimberlin CranfordData Content Compliance Legal Attorney David ReckertUS Marketing Data Products Compliance Melisa AeblyUS Risk Products Compliance Maxlyn WannerUS Consumer Care Advocate Alice BeatonKelli ChaseEU/EEC TeamEU Privacy Officer Sachiko ScheuingUK Officer Alex HazellFrench Privacy Officer Sarah WanquetGerman Privacy Coordinator Dr. Sachiko ScheuingPolish Privacy Officer (Data & GSC) Michal KacxorowskiAustralian and New ZealandPrivacy Attorney Julie DennisOfficer Karina BoscoloAsian Privacy Officer Dr. JJ Pan
  12. 12. © 2013 Acxiom Corporation. All RightsReserved.Landscape is Changing12Law andRegulationsversusExpectationsBig Data = Big ComplianceBig Data = Big Security
  13. 13. © 2013 Acxiom Corporation. All RightsReserved.Landscape is Changing•Attitudes about Big Data•Data Minimization•PII vs Anonymous•Sensitive Data Evolving•Analytics & Automated Decisions•Accountability13Law andRegulationsversusExpectations
  14. 14. © 2013 Acxiom Corporation. All RightsReserved.Attitudes about Big Data1420 Years of Consumer Attitudes60% Pragmatist30% Fundamentalist10% UnconcernedExamples of Big Data individuals can understand…Search is Big Data for consumers.
  15. 15. © 2013 Acxiom Corporation. All RightsReserved.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 analytics15
  16. 16. © 2013 Acxiom Corporation. All RightsReserved.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)16TelevisionMobileOnlineRetailFacialRecognitionMinimize what?
  17. 17. © 2013 Acxiom Corporation. All RightsReserved.100% 0%PII vs Anonymous – DefinitionsDeviceIdentifiableInformationAnonymousChoiceNoticeXDe-IdentifiedInformationXPersonallyIdentifiableInformationAggregateInformationPseudo-anonymous//PersonalPseudo-anonymousPII DII AGIDe-IDSANIANIPIISANICovered InformationEase of Technical Re-identification
  18. 18. © 2013 Acxiom Corporation. All RightsReserved.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 Data18FinancesIdentificationMedicalSocial NetworksBiometricsAt RiskPopulationsFacialRecognitionLocation
  19. 19. © 2013 Acxiom Corporation. All RightsReserved.•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 DecisionsAnalytics & Automated Decisions19Big Data = Big Analytics
  20. 20. © 2013 Acxiom Corporation. All RightsReserved.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 Law20
  21. 21. © 2013 Acxiom Corporation. All RightsReserved.•Behavioral Advertising•Using Offline Data for Online Advertising•Mobile Marketing• Location• Mobile IDs•Digital TV•Cross-border Data FlowsSelf-Regulation (Co-Regulation)21Companies must go beyond what is required by law!Must work on and anticipate more self-regulatoryguidelines = new policies.
  22. 22. © 2013 Acxiom Corporation. All RightsReserved.•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 & Courts22Self-regulation can set thestage for workablelegislation.
  23. 23. © 2013 Acxiom Corporation. All RightsReserved.•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 GeneralSpotlight on Data Brokers & Data Services23Media attention high!Client inquiries increasing.
  24. 24. © 2013 Acxiom Corporation. All RightsReserved.Implications24•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
  25. 25. © 2013 Acxiom Corporation. All RightsReserved.•Don’t Understand 3rd Party Obligations•New Anonymous Online Rules PreventCommon Offline Practices• Closed Loop Marketing• Open Loop Marketing•Increased Risk of Non-complianceImplications for Users of Big Data25Be a trustedvendor.
  26. 26. © 2013 Acxiom Corporation. All RightsReserved.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 examples26Call privacy team if you have ANYdoubt/question.
  27. 27. © 2013 Acxiom Corporation. All RightsReserved.27TRUSTClients Policy Makersand RegulatorsConsumersHyper-TransparencyFuture Depends on…
  28. 28. © 2013 Acxiom Corporation. All RightsReserved.© 2011 Acxiom Corporation. All Rights Reserved.®Questions?