Speakers: Sheila Colclasure, Global Privacy and Public Policy Executive, Acxiom The Digital Health Summit, produced by Living in Digital Times, convenes one of the broadest spectrum of health care and technology audiences in the world. The Summit features innovations and advancements in genomics, diagnostics, wearables, telehealth and more in the mobile health market which is expected to reach $26 billion by 2017. This is a must see event each year that takes place at the International Consumer Electronics Show (CES) in Las Vegas. Website: Http://www.digitalhealthsummit.com Twitter: http://www.twitter.com/dhsummit Hashtags: #digitalhealthces #ces2016 Photos: https://www.flickr.com/digitalhealthsummit

1. | 2:45 PM - 3:00 PM
Respect Thy Data: The Gospel
PRESENTER
Sheila
Colclasure
Global Privacy and
Public Policy Executive
Acxiom
@sheilacolclasur
#DigitalHealthCES

2. Respect Thy Data:
Sheila Colclasure
Global Privacy and Public Policy Executive
Acxiom

3. Data Driven Everything
History - Data and Privacy
∙ Top of mind for decades
∙ Active collection/consent based uses
∙ PII and aggregate/batch enabled
∙ Innovation ahead of regulation
Massive New Sources = Big Changes
∙ Volume, Velocity, Variety & Analytics
∙ PII, DII, Pseudo anonymous, De-identified
∙ Observed Data
∙ Passive Collection
∙ New Harms
∙ Definition of “sensitive data” evolving
Accelerating into IoT
*Acxiom best-in-class earning the only 5 out of 5 perfect
score across all competitors in Privacy and Security of
data* *Forrester Wave: 2015
Customer Insights Services
Providers

4. Accelerating into Data Driven Health
Patient Journey Signals Everywhere
∙ Digital Identity Resolution: cookieID, mobileID, globalpatientID, tvID, audio beacons, behavior, other….
∙ Place in Time Data: Points of Interest, Points of Relevance, Placefulness
∙ Sensor Data: embedded meds, shirts, shoes, consumables, home products, cars, locations
∙ Passive Signal Send/Receive
∙ Unanticipated Uses
Dangers of Misuse
∙ Social Damage, Reputational Harms
∙ Physical Harms, Health Outcomes, Financial Harms
∙ Enforcement = Deception or Unfairness
∙ Supersede, Disrupt, Ignore, Bypass Human Values/Social Norms
∙ Algorithmic Discrimination, Digital Determinism
∙ Broken Trust = Brand, Service, EcoSystem
∙

5. Operationalizing Ethics
Contextual Ethical Interrogation = Legal, Just, Fair
• Characterize Project: Purpose, Sources, Preparation, Accuracy, Insights, Accountability,
Stakeholders
• Benefits vs. Risks: Analysis, Risks Mitigations
• Progressive: Outcomes
• Sustainable: Insights, Quality
• Respectful: Apply Judgement Based on Documented Facts
• Fair: Apply Judgement Based on Documented Facts

6. Ethical Use of Data - Unlocking the Possible
1. Confidence that Allows Use of Massive New Streams of Data and Analytics
2. Deliberate Method Results in Outcomes that are Good for Brand and
Patient: Legal, Just and Fair
3. More Mature Organizational Information Governance System
4. Addresses Complexity, Nuance and Uncovers Data/Analytic Quality Issues
5. Pathway to Compliant Big Data Enablement in Other Markets
6. Data Governance Increasingly Competitive Differentiator goes to Brand
Trust and Loyalty
7. In a World with Less Legal Certainty, More Data Breaches, Privacy
Incidents and Greater Penalties…Identify and Document Facts and
Deliberation to Prepare for External Oversight and Defend when Questions
Arise