Mapping the pii market


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This presentation by Terence Craig and Mary Ludloff of PatternBuilders was delivered at the pii2011 Venture Forum in Menlo Park, CA on November 15, 2011. For more information on the conference, visit

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  • Mapping the pii market

    1. 1. The players, regulators, and stakeholdersOccupy Big Data
    2. 2.  Terence Craig, CEO/CTO, PatternBu ilders Mary Ludloff, VP, Marketing, Pat ternBuilders 2
    3. 3. Privacy from all sides andhow big data has caused acascade effect on itserosion while spawningnew and profitablebusiness models. 3
    4. 4. Company Confidential 4
    5. 5. PlatformBusiness Social PII Privacy Gov’t Company Confidential 5
    6. 6.  There are the “giants” like Google, Facebook, and Twitter…  There are organizations and agencies like the Florida DMV…  There are “Mom & Pop” operations that specialize…From tens of billions to millions down to hundreds of thousands of dollars—personal information is a profitable market for all. 6
    7. 7. The more “detailed” the profile, the more valuable it is. Company Confidential 7
    8. 8. Markets for buying and selling data.Uses are infiniteresearch, monitoring, predictivemodeling, advertising and privacy eco-systems, governmentagencies. Company Confidential 8
    9. 9. PlatformBusiness Social PII Privacy Gov’t Company Confidential 9
    10. 10. Company Confidential 10
    11. 11. Company Confidential 11
    12. 12.  Biggest purchasers/users of 3rd party data. Fraud analytics, predictive modeling, crime prevention, operational improvements. Company Confidential 12
    13. 13.  Protecting pii, reputation, etc. Technology and tools that erode it. Company Confidential 13
    14. 14.  Not just about advertising. Many industries and business models benefit. Company Confidential 14
    15. 15.  Privacy expectations Regulatory adherence Transparency Crisis management Company Confidential 15
    16. 16.  Consumers very fearful of behavioral targeting. Government is signaling that concern with new legislation. Must invest in this area (whether it’s a product or service). Company Confidential 16
    17. 17.  U.S.: more than 30 federal statutes, 100 state regulations for data security and privacy.  EU and other countries: far more restrictive.  Pending legislation in all regions with more rigorous controls. Bottom line: Engage with a law firm that specializes inprivacy, security, technology and IP or make sure that your firm has this specialty. Company Confidential 17
    18. 18. Google gets it right: Share what data you collect, how you use it, and whether you sell it to third parties. Be explicit about data retention. Be explicit about what you can protect and what you cannot (anti-terrorism laws). Use opt-ins only for data collection and sharing. Company Confidential 18
    19. 19.  When things go wrong (and they will) know how you are going to deal with them.  Get a team and process in place and be ready to respond.Pre-digital age: crisis management was about staying ahead of the story. Now, it’s about staying with the story, if you can. Company Confidential 19
    20. 20.  Be transparent about what you collect and how you use it.  Think global – customs and laws differ. EU compliance is a good starting point.  Breaches are inevitable – be ready.  Behave – consumers don’t have to play as this is a trust business.Company Confidential 20
    21. 21.  Contact us: • Terence:, @terencecraig • Mary:, @mludloff Resources Domain Blog Corporate Site Privacy & Big Data Site Company Confidential 21