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BIG	
  DATA	
  	
  
BIG	
  LAW	
  
Anthony	
  Mar+n	
  
Walmart	
  
SATURDAY	
  	
  
MORNING	
  MEETING	
  
730	
  AM	
  
“Informa<on	
  will	
  be	
  your	
  
compe<<ve	
  advantage.”	
  
-­‐	
  Ginny	
  Rome4y	
  
“Informa<on	
  has	
  always	
  been	
  
our	
  compe<<ve	
  advantage.”	
  
-­‐	
  Me	
  
Sign	
  on	
  the	
  101	
  	
  
Big	
  
Data	
  
eCommerce	
  
Supply	
  
Chain	
  
POS	
  
Real	
  Estate	
  
Disaster	
  
Recovery	
  
Legal	
  
HR	
  
Social	
  
These	
  databases	
  will	
  grow	
  to	
  
connect	
  every	
  individual	
  to	
  at	
  least	
  
one	
  closely	
  guarded	
  secret.	
  …	
  
	
  
And	
  these	
  companies	
  are	
  
combining	
  their	
  data	
  stores,	
  which	
  
will	
  give	
  rise	
  to	
  a	
  single,	
  massive	
  
database.	
  	
  
	
  
I	
  call	
  this	
  the	
  Database	
  of	
  Ruin.	
  	
  
	
  
	
   	
   	
  -­‐Paul	
  Ohm	
  
Costs	
  of	
  Incidents	
  
Source:	
  Privacy	
  Rights	
  Clearinghouse,	
  “Chronology	
  of	
  Data	
  Breaches,”	
  
	
  
*Does	
  NOT	
  include	
  goodwill	
  
Third	
  Party	
  
Sources	
  
•  Credit	
  
•  Insurance	
  
Consumer	
  
Reports/	
  
FCRA	
  
Card	
  Brand	
  
Rules	
  
•  Payment	
  
card	
  data	
  
	
  
State	
  Law	
  
Health	
  Care/	
  
HIPAA	
  
•  Pharmacy	
  data	
  
•  Op+cal	
  data	
  
•  MoneyCenter	
  
partners	
  
Financial	
  
Services	
  
•  State	
  health	
  
privacy	
  laws	
  
•  Money	
  orders	
  
•  Check	
  cashing	
  
•  Banking	
  
•  Reloadable	
  cards	
  
•  See	
  all	
  overlapping	
  circles	
  
(e.g.,	
  health,	
  financial,	
  
electronic	
  communica+ons,	
  
video,	
  marke+ng,	
  etc.)	
  
•  PII	
  generally	
  (biometric,	
  SSN,	
  
fin.	
  acct	
  #,	
  gov’t	
  ID	
  #,	
  etc.)	
  
•  Loca+on	
  tracking	
  
•  State	
  financial	
  
privacy	
  laws	
  
(CA/VT,	
  GLB)	
  
Electronic	
  
Communica<ons/	
  
ECPA	
  
•  Email	
  content	
  
•  Info	
  from	
  filter/
firewall	
  
•  URLs?	
  
•  State	
  anL-­‐
wiretap	
  laws	
  
•  Experian?	
  
•  GE?	
  
Walmart’s	
  /Sam’s	
  
U.S.	
  Privacy	
  Policies	
  
•  All	
  consumer	
  personal	
  info	
  
(collected	
  in-­‐store	
  or	
  online	
  
(includes	
  mobile	
  apps)	
  
Other	
  Sources:	
  
•  Federal	
  Guidelines	
  
o  FTC	
  
o  DOC	
  
o  White	
  House	
  
o  FIPs	
  
•  Associa+on	
  Guidelines	
  
o  DMA	
  
o  MMA	
  
o  NAI	
  
o  IAB	
  
o  Etc.	
  
Children	
  
•  Info	
  collected	
  
online	
  from	
  
kids	
  <	
  13	
  
Interna<onal	
  
•  Essen+ally	
  any	
  informa+on	
  
about	
  an	
  individual	
  
•  Audio/visual	
  
purchase/	
  
rental/viewing	
  
Video/
VPPA	
   •  State	
  
video	
  
privacy	
  
laws	
  
•  Email	
  
•  Text/MSCM	
  
•  Postal	
  
•  Fax	
  
Marke<ng	
  
•  State	
  
DNC,	
  etc.	
  
Other	
  
•  ???	
  
•  Info	
  via	
  
Walmart	
  
U.S.	
  websites	
  
and	
  mobile	
  
apps	
  
Walmart’s	
  	
  
Interna<onal	
  
Privacy	
  Policies	
  
•  Consumer	
  info	
  
•  Social	
  
media	
  sites	
  
•  Business	
  
Partners	
  
•  Info	
  &	
  
AnalyLcs	
  
Firms	
  
LEGAL	
  
PRIVACY	
  
SECURITY	
  
COMPLIANCE	
  	
  
	
  
 
	
  
COLLECT	
  
•  Right	
  to	
  
collect?	
  
•  Privacy	
  
STORE	
  
•  PAT	
  Safeguards	
  
•  Security	
  
USE	
  or	
  SHARE	
  
•  Right	
  to	
  use	
  or	
  
share?	
  
•  Privacy	
  
FIPPS	
  	
  
Fair	
  Informa<on	
  Prac<ce	
  Principles	
  
	
  
	
  
NOTICE	
  
CHOICE/CONSENT	
  
ACCESS	
  
SECURITY	
  
ACCOUNTABILITY	
  
NOTICE	
  CHOICE/CONSENT	
  
ACCESS	
  
SECURITY	
  
ACCOUNTABILITY	
  
	
  
NOTICE	
  
	
  
	
   	
  Transparency.	
  
	
   	
  Individual	
  Par+cipa+on.	
  
	
   	
  Purpose	
  Specifica+on.	
  
	
   	
  Use	
  Limita+on.	
  
	
   	
  Data	
  Minimiza+on.	
  
NOTICE	
  
	
  
	
   	
  Transparency.	
  
	
   	
  Individual	
  Par+cipa+on.	
  
	
   	
  Purpose	
  Specifica+on.	
  
	
   	
  Use	
  Limita+on.	
  
	
   	
  Data	
  Minimiza+on.	
  
COLLECT	
  
•  Right	
  to	
  
collect?	
  
•  Privacy	
  
STORE	
  
•  PAT	
  Safeguards	
  
•  Security	
  
USE	
  or	
  SHARE	
  
•  Right	
  to	
  use	
  or	
  
share?	
  
•  Privacy	
  
Use	
  of	
  Data	
  Limited	
  to	
  Specific	
  Purpose	
  
	
  
	
  
“CONTEXT”	
  	
  
	
  
“RELEVANCE”	
  	
  
	
  
“AGGREGATE”	
  
“ANONYMOUS”	
  
“DE-­‐IDENTIFIED”
	
  
“GUARDRAILS”	
  
	
  
PRIVACY	
  by	
  DESIGN	
  
Vs.	
  
The	
  1%	
  
=	
  
Culture	
  
	
  
Culture	
  
Informa<on	
  Ethics	
  
 
	
  
STORE	
  
• Physical,	
  
Administra+ve	
  and	
  
Technical	
  
Safeguards	
  
• Security	
  
“RISK	
  HOMEOSTATIS”	
  	
  
	
  
“CX”	
  and	
  “UX”	
  	
  
	
  
COLLECT	
  
•  Right	
  to	
  
collect?	
  
•  Privacy	
  
STORE	
  
•  PAT	
  Safeguards	
  
•  Security	
  
USE	
  or	
  SHARE	
  
•  Right	
  to	
  use	
  or	
  
share?	
  
•  Privacy	
  
When	
  you	
  share,	
  you	
  keep	
  responsibility	
  
	
  
	
  
LEGAL	
  
PRIVACY	
  
SECURITY	
  
COMPLIANCE	
  
PUBLIC	
  RELATIONS	
  
REPUTATION	
  
GOODWILL	
  	
  
TRUST	
  
	
  
WHO	
  OWNS	
  THE	
  
DATA?	
  
Intellectual	
  Property	
  Issues	
  
	
  
Awareness	
  
Compliance	
  
COMPETITIVE
COMPLIANCE	
  
	
  
	
  
FINAL	
  WORDS	
  
	
  
	
  
Anthony.Mar<n@WalmartLegal.com	
  
@AMPrivacy	
  
	
  

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Big Data and Big Law at Walmart - StampedeCon 2013

  • 1. BIG  DATA     BIG  LAW   Anthony  Mar+n   Walmart  
  • 2.
  • 3. SATURDAY     MORNING  MEETING   730  AM  
  • 4.
  • 5. “Informa<on  will  be  your   compe<<ve  advantage.”   -­‐  Ginny  Rome4y  
  • 6. “Informa<on  has  always  been   our  compe<<ve  advantage.”   -­‐  Me  
  • 7.
  • 8. Sign  on  the  101    
  • 9.
  • 10.
  • 11. Big   Data   eCommerce   Supply   Chain   POS   Real  Estate   Disaster   Recovery   Legal   HR   Social  
  • 12. These  databases  will  grow  to   connect  every  individual  to  at  least   one  closely  guarded  secret.  …     And  these  companies  are   combining  their  data  stores,  which   will  give  rise  to  a  single,  massive   database.       I  call  this  the  Database  of  Ruin.            -­‐Paul  Ohm  
  • 13. Costs  of  Incidents   Source:  Privacy  Rights  Clearinghouse,  “Chronology  of  Data  Breaches,”     *Does  NOT  include  goodwill  
  • 14.
  • 15.
  • 16. Third  Party   Sources   •  Credit   •  Insurance   Consumer   Reports/   FCRA   Card  Brand   Rules   •  Payment   card  data     State  Law   Health  Care/   HIPAA   •  Pharmacy  data   •  Op+cal  data   •  MoneyCenter   partners   Financial   Services   •  State  health   privacy  laws   •  Money  orders   •  Check  cashing   •  Banking   •  Reloadable  cards   •  See  all  overlapping  circles   (e.g.,  health,  financial,   electronic  communica+ons,   video,  marke+ng,  etc.)   •  PII  generally  (biometric,  SSN,   fin.  acct  #,  gov’t  ID  #,  etc.)   •  Loca+on  tracking   •  State  financial   privacy  laws   (CA/VT,  GLB)   Electronic   Communica<ons/   ECPA   •  Email  content   •  Info  from  filter/ firewall   •  URLs?   •  State  anL-­‐ wiretap  laws   •  Experian?   •  GE?   Walmart’s  /Sam’s   U.S.  Privacy  Policies   •  All  consumer  personal  info   (collected  in-­‐store  or  online   (includes  mobile  apps)   Other  Sources:   •  Federal  Guidelines   o  FTC   o  DOC   o  White  House   o  FIPs   •  Associa+on  Guidelines   o  DMA   o  MMA   o  NAI   o  IAB   o  Etc.   Children   •  Info  collected   online  from   kids  <  13   Interna<onal   •  Essen+ally  any  informa+on   about  an  individual   •  Audio/visual   purchase/   rental/viewing   Video/ VPPA   •  State   video   privacy   laws   •  Email   •  Text/MSCM   •  Postal   •  Fax   Marke<ng   •  State   DNC,  etc.   Other   •  ???   •  Info  via   Walmart   U.S.  websites   and  mobile   apps   Walmart’s     Interna<onal   Privacy  Policies   •  Consumer  info   •  Social   media  sites   •  Business   Partners   •  Info  &   AnalyLcs   Firms  
  • 17. LEGAL   PRIVACY   SECURITY   COMPLIANCE      
  • 18.     COLLECT   •  Right  to   collect?   •  Privacy   STORE   •  PAT  Safeguards   •  Security   USE  or  SHARE   •  Right  to  use  or   share?   •  Privacy  
  • 19. FIPPS     Fair  Informa<on  Prac<ce  Principles      
  • 20. NOTICE   CHOICE/CONSENT   ACCESS   SECURITY   ACCOUNTABILITY  
  • 21. NOTICE  CHOICE/CONSENT   ACCESS   SECURITY   ACCOUNTABILITY    
  • 22. NOTICE        Transparency.      Individual  Par+cipa+on.      Purpose  Specifica+on.      Use  Limita+on.      Data  Minimiza+on.  
  • 23. NOTICE        Transparency.      Individual  Par+cipa+on.      Purpose  Specifica+on.      Use  Limita+on.      Data  Minimiza+on.  
  • 24. COLLECT   •  Right  to   collect?   •  Privacy   STORE   •  PAT  Safeguards   •  Security   USE  or  SHARE   •  Right  to  use  or   share?   •  Privacy   Use  of  Data  Limited  to  Specific  Purpose      
  • 26.
  • 27.
  • 31.
  • 32.
  • 33. PRIVACY  by  DESIGN   Vs.   The  1%   =   Culture    
  • 36.     STORE   • Physical,   Administra+ve  and   Technical   Safeguards   • Security  
  • 38.
  • 40. COLLECT   •  Right  to   collect?   •  Privacy   STORE   •  PAT  Safeguards   •  Security   USE  or  SHARE   •  Right  to  use  or   share?   •  Privacy   When  you  share,  you  keep  responsibility      
  • 41. LEGAL   PRIVACY   SECURITY   COMPLIANCE   PUBLIC  RELATIONS   REPUTATION   GOODWILL     TRUST    
  • 42.
  • 43. WHO  OWNS  THE   DATA?   Intellectual  Property  Issues    
  • 45.
  • 46.
  • 47. FINAL  WORDS       Anthony.Mar<n@WalmartLegal.com   @AMPrivacy