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3 STEPS TO TURNING CCPA
& DATA PRIVACY INTO
PERSONALIZED CUSTOMER
EXPERIENCES
DATA GOVERNANCE WINTER CONFERENCE
DECEMBER 2019
22
Ron Davis, Prolifics
• Sr Product Marketing Director, Data governance
• 25 years of experience in Data Mgmt. and BI
• Authored 4 books
• Multiple publications and keynotes on Data
Privacy
• Talend is a next-generation leader in cloud and
big data integration software that helps
companies make data a strategic asset.
Jean-Michel Franco, Talend,
@jmichel_franco
ABOUT US
• Practice Director, Data Governance & Regulatory
Solutions
• 38 years of experience in Enterprise Data Mgmt.
• Solutions and Global Data Architectures
• Prolifics helps organizations leverage digital
technology solutions to innovate and compete
while optimizing costs and driving operational
agility. For more than 40 years, Prolifics has
transformed enterprises of all sizes by solving their
complex IT challenges..
33
AGENDA TAKING CONTROL OF DIGITAL
TRANSFORMATION
WHY NOW ? TRANSFORM CCPA IN
AN OPPORTUNITY
3 STEPS TO TAKE CONTROL OVER
YOUR PERSONAL DATA
01
02
03
TAKING CONTROL OF DIGITAL TRANSFORMATION
55
DATA IS THE NEW OIL… BEWARE OF THE OIL SPILL
Personalization can deliver 5 to 8
times ROI on marketing spend
and lift sales by 10% +
*Mc Kinsey Research: Big Data, Analytics, and the Future of Marketing & Sales, PWC
BREAKING NEWS
Marriott hit with a £99m GDPR fine
after BA’s record £184m penalty
It’s Time to Build the System of Trust
Equifax to pay $650 Million
in Largest-Ever Data Breach
Settlement
10% of customers feel they have
control over their personal
information.
66
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
time
IT capabilities
3Xgrowth
rate in self
service users
Data doubling
every 2 years
cloud
machine
learning
IOT
People
WIDENING
GAP
#TalendConnect
LE FOSSÉ SE CREUSE ENTRE OFFRE ET
DEMANDE DE DONNÉES
THE GROWING GAP IS CREATING A LACK
OF CONTROL
Use
Case
77
EXEMPLARY FINES FOR DATA PRIVACY VIOLATIONS
$700M
Equifax’ fine for failing to
properly secure its
network, allowing hackers
to steal personal data
$5B
Facebook’s fine for losing
control over personal data
and mishandling its
communications with users
Forbes 2019
$123M
Marriott’ fine for data
breach that exposed up to
383million guest, incl 5M
passport numbers and 8M
credit card recors
WHY NOW?
TRANSFORM CCPA IN AN OPPORTUNITY
99
GDPR AFTER MORE THAN 1 YEAR
93% Updated their data privacy
policy with GDPR
144,000
Total number of complaints from all data protection
authorities in Europe since May 2018
Data Citizens are taking action
Policies are updated…
…But not applied
58% Failed to provide data
within 30 days
Source: The European Data Protection Board
Mostcommontypes of complaints
Telemarketing Promotional e-mails Videosurveillance/ CCTV
TALEND PERSPECTIVE
Source: Talend GDPR Benchmark ( conducted from June to Sept 2018 )
1010
“The Right of Access, also referred to
as Right to Access and [data] subject
access, is one of the most
fundamental rights in data protection
laws around the world.
This right is generally operationalized
as a Data Subject Access Request“
DSAR: FACTS… … AND IMPACT
Wikipedia
67%
1400$
46%
Percentage of European residents
who have heard of the GDPR
Sources : European Commission, Gartner: 5 Areas Where AI Will Turbocharge Privacy Readiness, B Willemsen, 8/2019;
ICO statistics
AWARENESS
PER REQUEST
OF
COMPLAINTS
Average cost to fullfill a Data
Subject Access Request
Percentage of Complaints
specifically related to DSAR
Subject Access Request is the Achille’s Heel of Data Privavy Compliance
1111
THE POSITIVE IMPACT OF GDPR ON BUSINESS
39%
Since GDPR, 39% of consumers have
increased their spending with companies
that protect their personal data
75%
Of consumers would ask to delete their
data when they believe their data
protection is not a key priority
Capgemini Research Institute
1212
For whom?
For-profit businesses >$25 million that collect/sell
personal information from consumers in California
CCPA(CALIFORNIACONSUMERPRIVACYACT)
Significant penalties:
Up to $2,500 per violation, and $7,500 when intentional.
Private right of action of up to 750$ for data breaches
Broad definition:
Personal data includes everything that relates to a
person and household
Opt-out principles (opt in for children)
Provide consumers a way to opt-out of the sale of their
information (need opt in for children under the age of 16)
Data Access rights :
- Data Access (twice a year, free of charge)
- Deletion of posted data.
- Right to know who is using the data
- Right to know the business or commercial purpose for
personal info
Geography
Applies to any business that has California residents
in their data
Start date
January 1st 2020
1313
GLOBAL DATA PRIVACY IS MULTI-DIMENSIONAL
• Multiple subject areas
Customer, Employee, Prospect, Citizen, Vendor…
• Emerging data types
Internet of Things, Logs, Biometrics…
• Multiple jurisdictions
US (per state and/or industry), EU, Canada, Australia, China, Japan, Brazil….
• Rapidly changing regulations
CCPA, LGPD, GDPR, CASL, HIPAA, China National Standard …
3 STEPS TO CONTROL YOUR PERSONAL DATA
1515
HOW TO LEVERAGE DATA GOVERNANCE
THROUGH A COMBINATION OF PEOPLE, PROCESSES, DATA & TECHNOLOGY
Data
Gover-
nance
Organization
Policies
Processes
Risk and Compliance
Data Portability
Data Quality
Data Inventory
Data Ownership
1616
A 3 STEPS GOVERNANCE APPROACH FOR DATA PRIVACY
√
& DOCUMENT
& SHARE
1. KNOW YOUR DATA
√
√
√
√ √ √
& TAKE CONTROL
Data Engineers
Business Users
Data Scientists
Customers
Applications
API
3. PROTECT
2. RECONCILE
1818
AUTOMATION WITH AI, ML + NLP
DATA ACTIONABLE DATA
CONNECT IDENTIFY TUNE PUBLISH
Ingest/Connect/
Virtualize
Use NLP to
Identify PII Content
Use Machine Learning
to Tune NLP Generate Action
Automation and Accuracy
Automation built into TALEND Data Fabric enabling the data itself to
tune the process – machines supporting normal human efforts.
21
AUGMENTING CUSTOMER EXPERIENCE AND PRIVACY
Hospitality use case.
Their Goal
Protecting customer & employee privacy in
the age of hyper personalization
WW leader in hospitality
Their profile
~60M customers in loyalty program, 280.000
employees
Their choice
Delivering privacy by design, superior control
on data asset and data accessibility
Their solution
Cloud Based Governed Data Lake as a
foundation
Data Cataloging as a discipline to track and
trace personal data across systems
Streamlining the process to address Data
Subject Access Rights
2222
TAILORED TO YOUR PROJECT
3 weeks 6 weeks Custom
2323
WHAT’S NEXT
Meet us at our booth to
start the conversation
3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences

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3 Steps to Turning CCPA & Data Privacy into Personalized Customer Experiences

  • 1. 3 STEPS TO TURNING CCPA & DATA PRIVACY INTO PERSONALIZED CUSTOMER EXPERIENCES DATA GOVERNANCE WINTER CONFERENCE DECEMBER 2019
  • 2. 22 Ron Davis, Prolifics • Sr Product Marketing Director, Data governance • 25 years of experience in Data Mgmt. and BI • Authored 4 books • Multiple publications and keynotes on Data Privacy • Talend is a next-generation leader in cloud and big data integration software that helps companies make data a strategic asset. Jean-Michel Franco, Talend, @jmichel_franco ABOUT US • Practice Director, Data Governance & Regulatory Solutions • 38 years of experience in Enterprise Data Mgmt. • Solutions and Global Data Architectures • Prolifics helps organizations leverage digital technology solutions to innovate and compete while optimizing costs and driving operational agility. For more than 40 years, Prolifics has transformed enterprises of all sizes by solving their complex IT challenges..
  • 3. 33 AGENDA TAKING CONTROL OF DIGITAL TRANSFORMATION WHY NOW ? TRANSFORM CCPA IN AN OPPORTUNITY 3 STEPS TO TAKE CONTROL OVER YOUR PERSONAL DATA 01 02 03
  • 4. TAKING CONTROL OF DIGITAL TRANSFORMATION
  • 5. 55 DATA IS THE NEW OIL… BEWARE OF THE OIL SPILL Personalization can deliver 5 to 8 times ROI on marketing spend and lift sales by 10% + *Mc Kinsey Research: Big Data, Analytics, and the Future of Marketing & Sales, PWC BREAKING NEWS Marriott hit with a £99m GDPR fine after BA’s record £184m penalty It’s Time to Build the System of Trust Equifax to pay $650 Million in Largest-Ever Data Breach Settlement 10% of customers feel they have control over their personal information.
  • 6. 66 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 time IT capabilities 3Xgrowth rate in self service users Data doubling every 2 years cloud machine learning IOT People WIDENING GAP #TalendConnect LE FOSSÉ SE CREUSE ENTRE OFFRE ET DEMANDE DE DONNÉES THE GROWING GAP IS CREATING A LACK OF CONTROL Use Case
  • 7. 77 EXEMPLARY FINES FOR DATA PRIVACY VIOLATIONS $700M Equifax’ fine for failing to properly secure its network, allowing hackers to steal personal data $5B Facebook’s fine for losing control over personal data and mishandling its communications with users Forbes 2019 $123M Marriott’ fine for data breach that exposed up to 383million guest, incl 5M passport numbers and 8M credit card recors
  • 8. WHY NOW? TRANSFORM CCPA IN AN OPPORTUNITY
  • 9. 99 GDPR AFTER MORE THAN 1 YEAR 93% Updated their data privacy policy with GDPR 144,000 Total number of complaints from all data protection authorities in Europe since May 2018 Data Citizens are taking action Policies are updated… …But not applied 58% Failed to provide data within 30 days Source: The European Data Protection Board Mostcommontypes of complaints Telemarketing Promotional e-mails Videosurveillance/ CCTV TALEND PERSPECTIVE Source: Talend GDPR Benchmark ( conducted from June to Sept 2018 )
  • 10. 1010 “The Right of Access, also referred to as Right to Access and [data] subject access, is one of the most fundamental rights in data protection laws around the world. This right is generally operationalized as a Data Subject Access Request“ DSAR: FACTS… … AND IMPACT Wikipedia 67% 1400$ 46% Percentage of European residents who have heard of the GDPR Sources : European Commission, Gartner: 5 Areas Where AI Will Turbocharge Privacy Readiness, B Willemsen, 8/2019; ICO statistics AWARENESS PER REQUEST OF COMPLAINTS Average cost to fullfill a Data Subject Access Request Percentage of Complaints specifically related to DSAR Subject Access Request is the Achille’s Heel of Data Privavy Compliance
  • 11. 1111 THE POSITIVE IMPACT OF GDPR ON BUSINESS 39% Since GDPR, 39% of consumers have increased their spending with companies that protect their personal data 75% Of consumers would ask to delete their data when they believe their data protection is not a key priority Capgemini Research Institute
  • 12. 1212 For whom? For-profit businesses >$25 million that collect/sell personal information from consumers in California CCPA(CALIFORNIACONSUMERPRIVACYACT) Significant penalties: Up to $2,500 per violation, and $7,500 when intentional. Private right of action of up to 750$ for data breaches Broad definition: Personal data includes everything that relates to a person and household Opt-out principles (opt in for children) Provide consumers a way to opt-out of the sale of their information (need opt in for children under the age of 16) Data Access rights : - Data Access (twice a year, free of charge) - Deletion of posted data. - Right to know who is using the data - Right to know the business or commercial purpose for personal info Geography Applies to any business that has California residents in their data Start date January 1st 2020
  • 13. 1313 GLOBAL DATA PRIVACY IS MULTI-DIMENSIONAL • Multiple subject areas Customer, Employee, Prospect, Citizen, Vendor… • Emerging data types Internet of Things, Logs, Biometrics… • Multiple jurisdictions US (per state and/or industry), EU, Canada, Australia, China, Japan, Brazil…. • Rapidly changing regulations CCPA, LGPD, GDPR, CASL, HIPAA, China National Standard …
  • 14. 3 STEPS TO CONTROL YOUR PERSONAL DATA
  • 15. 1515 HOW TO LEVERAGE DATA GOVERNANCE THROUGH A COMBINATION OF PEOPLE, PROCESSES, DATA & TECHNOLOGY Data Gover- nance Organization Policies Processes Risk and Compliance Data Portability Data Quality Data Inventory Data Ownership
  • 16. 1616 A 3 STEPS GOVERNANCE APPROACH FOR DATA PRIVACY √ & DOCUMENT & SHARE 1. KNOW YOUR DATA √ √ √ √ √ √ & TAKE CONTROL Data Engineers Business Users Data Scientists Customers Applications API 3. PROTECT 2. RECONCILE
  • 17. 1818 AUTOMATION WITH AI, ML + NLP DATA ACTIONABLE DATA CONNECT IDENTIFY TUNE PUBLISH Ingest/Connect/ Virtualize Use NLP to Identify PII Content Use Machine Learning to Tune NLP Generate Action Automation and Accuracy Automation built into TALEND Data Fabric enabling the data itself to tune the process – machines supporting normal human efforts.
  • 18. 21 AUGMENTING CUSTOMER EXPERIENCE AND PRIVACY Hospitality use case. Their Goal Protecting customer & employee privacy in the age of hyper personalization WW leader in hospitality Their profile ~60M customers in loyalty program, 280.000 employees Their choice Delivering privacy by design, superior control on data asset and data accessibility Their solution Cloud Based Governed Data Lake as a foundation Data Cataloging as a discipline to track and trace personal data across systems Streamlining the process to address Data Subject Access Rights
  • 19. 2222 TAILORED TO YOUR PROJECT 3 weeks 6 weeks Custom
  • 20. 2323 WHAT’S NEXT Meet us at our booth to start the conversation