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WHAT EVERY MARKETER
MUST KNOW ABOUT
CYBERCRIME & DIGITAL RISK
Holly Rollo
CMO & SVP, RSA Security
@hollyrollo
#CyberCMO
MODERNIZATIONMALICE MANDATES
SURFACE WEB
Open Network
DEEP WEB
Closed Network
$2.1 TRILLION
C Y B E R C R I M E I S B I G
B U S I N E S S
DARK NET
Anon...
THE DIGITAL CRIME ECONOMY
SOCIAL MEDIA
ACCOUNT
$5
FAKE
CREDIT CARD
$10
US BANK
ACCOUNT
$150
EVERYTHING IS FOR SALE
FAKE ID
$15
English
DENIAL OF
SER...
DIGITAL DOSSIERS
CREDIT
INFORMATION
PROPERTY
OWN ER SH IP
PERSONAL
IN TER ESTS
ON LIN E
PU R C H ASE
H ISTORY
EDUCATION &
...
THEFT SABBATOGE MANIPULATION EXPLOITATION
ORGANIZATIONS ARE ON
THEIR OWN
THE INTERNET
IS INHERENTLY
INSECURE
THERE’S NO
GOVERNMENT
AGENCY
PROTECTING
BUSINESSES
Remote
Client
Cable/DSL
Modem Firewall
Main Switch
Network
Printer
Tele
NetworkInternet
ISP
Mobile
Devices
Wireless
Access...
C O M P L E X I T Y
S E C U R I T Y
REALITY: COMPLEXITY IS THE ENEMY OF SECURITY
IT S E C U R IT Y
G R O W I N G AT TA C K I N G P O W E R
O F C YB E R C R I M I N A L S
L AC K O F
S K I L L S
L A C K O ...
7%7%
Source: RSA Cybersecurity Poverty Index
CURRENT STATE OF CYBER
SECURITY
AD VAN T AG E D
D E VE L O P E D
S I L O E D
...
MODERNIZATIONMALICE MANDATES
MARKETING SPENDS MORE ON TECHNOLOGY THAN IT
3.2% of revenue on average
TODAY, IF YOU ARE IN
MARKETING
SECURITY
“”
YOU ARE IN IT
H A L F A R E L E S S T H A N
3 Y E A R S O L D
6 3 % B R E A C H E S T R A C E D T O T H I R D P A R T I E S
O N L Y 1 0 ...
H A L F A R E L E S S T H A N
3 Y E A R S O L D
6 3 % B R E A C H E S T R A C E D T O T H I R D P A R T I E S
O N L Y 1 0 ...
MODERN MARKETING INFRASTRUCTURE EXAMPLE
Eyeballs Web Platforms Engagement Community Metrics
Social Localization CRM Retarg...
MODERN MARKETING INFRASTRUCTURE EXAMPLE
Eyeballs Web Platforms Engagement Community Metrics
Social Localization CRM Retarg...
MODERN MARKETING INFRASTRUCTURE EXAMPLE
Eyeballs Web Platforms Engagement Community Metrics
Social Localization CRM Retarg...
73%75%
YET, W E ASSUME DATA SECURITY IS SOMEONE ELSE'S’
PROBLEM
SELF-
REPORTED
RISK
CLOUD APPS
NOT
MONITORED
BY IT
Source:...
73%75%
YET, W E ASSUME DATA SECURITY IS
SOMEONE ELSE'S’ PROBLEM
SELF-
REPORTED
RISK
CLOUD APPS
NOT
MONITORED
BY IT
Source:...
IT
75% believe marketing is most likely
to cause an incident
75% of marketing and IT agree that
marketing is knowingly usi...
MODERNIZATIONMALICE MANDATES
Social behavior
Personally identifiable information
Credit card or payment
card industry (PCI) information
IT security inf...
HIPAA PCI
DSS
SOXISO FERC
NERC
FFIEC
OCC
NIST CSF State RegsSAAE 16 SOC
Country
Regs
GLBA
NEW REGULATORY FOCUS IS NOW ON D...
NEW REGULATORY FOCUS IS NOW ON DIGITAL DATA
GDPR
OF REVENUE
4%
NEW REGULATIONS
YOU NEED TO
KNOW …
The law follows the data
Where your data is
Who has access to it
How it’s being protect...
V T E C H
~ 1K news stories
IN S TA G RAM
> 2M news stories
A N T HE M
~ 40K news stories
C L IX S E N S E
<100 news stori...
80%
Enterprises said they were
compromised last year
Investors would be
discouraged from investing
in a hacked company
80%...
DATA SECURITY IS NO LONGER AN IT
PROBLEM
IT’S A BUSINESS RISK PROBLEM…
…WITH MARKETING ON THE FRONT LINES
T R ADIT IO NAL
O M N I-
C H A NNE L
L O W R IS K H IG H R IS K
S IM P L E C O M P L E X
Digital Transformation Elevates
to a Risk Challenge Across
Functional Silos
P E O P L E
Marketing Must
be a
Digital Risk A...
OUR OBLIGATION…
…IS ALSO AN UNPRECEDENTED
OPPORTUNITY IN OUR QUEST FOR TO
PROVIDE THE ULTIMATE CUSTOMER
EXPERIENCE
THANK YOU!
Holly Rollo
CMO & SVP, RSA Security
@hollyrollo
#CyberCMO
SXSW Interactive 2018 Holly Rollo CMO RSA 'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK'
SXSW Interactive 2018 Holly Rollo CMO RSA 'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK'
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SXSW Interactive 2018 Holly Rollo CMO RSA 'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK'

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SXSW Interactive 2018 Holly Rollo CMO RSA 'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK'

  1. 1. WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK Holly Rollo CMO & SVP, RSA Security @hollyrollo #CyberCMO
  2. 2. MODERNIZATIONMALICE MANDATES
  3. 3. SURFACE WEB Open Network DEEP WEB Closed Network $2.1 TRILLION C Y B E R C R I M E I S B I G B U S I N E S S DARK NET Anonymous Network 4% 96%
  4. 4. THE DIGITAL CRIME ECONOMY
  5. 5. SOCIAL MEDIA ACCOUNT $5 FAKE CREDIT CARD $10 US BANK ACCOUNT $150 EVERYTHING IS FOR SALE FAKE ID $15 English DENIAL OF SERVICE ATTACK $30 an hour
  6. 6. DIGITAL DOSSIERS CREDIT INFORMATION PROPERTY OWN ER SH IP PERSONAL IN TER ESTS ON LIN E PU R C H ASE H ISTORY EDUCATION & AFFILIATION S C R ED EN TIALS & SITES VISITED LOC ATION & TR AVEL H ISTORY ONLINE H AB ITS & B EH AVIOR S B AN K IN G & INVESTMENTS COMMON AD D R ESSES CITIZENSHIP INFORMATIONP A S S NUMBER & AGE OF CHILDREN 0+ POLITICAL PR EFER EN C ES MEDICAL HISTORY
  7. 7. THEFT SABBATOGE MANIPULATION EXPLOITATION
  8. 8. ORGANIZATIONS ARE ON THEIR OWN THE INTERNET IS INHERENTLY INSECURE THERE’S NO GOVERNMENT AGENCY PROTECTING BUSINESSES
  9. 9. Remote Client Cable/DSL Modem Firewall Main Switch Network Printer Tele NetworkInternet ISP Mobile Devices Wireless Access Point ScannerClient Workstations Application Server Modem Backup Storage Device Windows Storage Windows Server Cloud Apps S E C U RIT Y O P E R AT IO NS C E N T E R
  10. 10. C O M P L E X I T Y S E C U R I T Y REALITY: COMPLEXITY IS THE ENEMY OF SECURITY
  11. 11. IT S E C U R IT Y G R O W I N G AT TA C K I N G P O W E R O F C YB E R C R I M I N A L S L AC K O F S K I L L S L A C K O F B U D G E T L AC K O F AG I L I T Y C YB E R T H R E AT S M U LT I P LYI N G D I S A P P E A R I N G P E R I M E T E R CURRENT IT SECURITY CHALLENGES
  12. 12. 7%7% Source: RSA Cybersecurity Poverty Index CURRENT STATE OF CYBER SECURITY AD VAN T AG E D D E VE L O P E D S I L O E D D E F I C I E N T N E G L I G E N T Overall capabilities among all companies 18%27% 41% 75% SELF REPO RT T HAT T HEY ARE AT RISK
  13. 13. MODERNIZATIONMALICE MANDATES
  14. 14. MARKETING SPENDS MORE ON TECHNOLOGY THAN IT 3.2% of revenue on average
  15. 15. TODAY, IF YOU ARE IN MARKETING SECURITY “” YOU ARE IN IT
  16. 16. H A L F A R E L E S S T H A N 3 Y E A R S O L D 6 3 % B R E A C H E S T R A C E D T O T H I R D P A R T I E S O N L Y 1 0 % O F C O M P A N I E S D O V E N D O R S E C U R I T Y A S S E S S M E N T S
  17. 17. H A L F A R E L E S S T H A N 3 Y E A R S O L D 6 3 % B R E A C H E S T R A C E D T O T H I R D P A R T I E S O N L Y 1 0 % O F C O M P A N I E S D O V E N D O R S E C U R I T Y A S S E S S M E N T S T H I R D PAR T Y R I S K
  18. 18. MODERN MARKETING INFRASTRUCTURE EXAMPLE Eyeballs Web Platforms Engagement Community Metrics Social Localization CRM Retargeting Customer Support Web Analytics Paid Media Web Infrastructure Marketing Automation Click to Chat Customer Communication EnrichmentWebinar UX/Landing Pages SEO Interoperability Internal Communication Customer Feedback Business Analytics 5 1 1 1 2 2 4 1 1 1 3 1 1 3 6 2 2 3 1
  19. 19. MODERN MARKETING INFRASTRUCTURE EXAMPLE Eyeballs Web Platforms Engagement Community Metrics Social Localization CRM Retargeting Customer Support Web Analytics Paid Media Web Infrastructure Marketing Automation Click to Chat Customer Communication EnrichmentWebinar UX/Landing Pages SEO Interoperability Internal Communication Customer Feedback Business Analytics 5 1 1 1 2 2 4 1 1 1 3 1 1 3 6 2 2 3 1 84 A V E R A G E N U M B E R O F M A R T E C H A P P L I C A T I O N S I N A N E N T E R P R I S E
  20. 20. MODERN MARKETING INFRASTRUCTURE EXAMPLE Eyeballs Web Platforms Engagement Community Metrics Social Localization CRM Retargeting Customer Support Web Analytics Paid Media Web Infrastructure Marketing Automation Click to Chat Customer Communication EnrichmentWebinar UX/Landing Pages SEO Interoperability Internal Communication Customer Feedback Business Analytics 5 1 1 1 2 2 4 1 1 1 3 1 1 3 6 2 2 3 1 84 U S E R A C C E S S R I S K D ATA P R I VA C Y R I S K
  21. 21. 73%75% YET, W E ASSUME DATA SECURITY IS SOMEONE ELSE'S’ PROBLEM SELF- REPORTED RISK CLOUD APPS NOT MONITORED BY IT Source: RSA Cybersecurity Poverty Index
  22. 22. 73%75% YET, W E ASSUME DATA SECURITY IS SOMEONE ELSE'S’ PROBLEM SELF- REPORTED RISK CLOUD APPS NOT MONITORED BY IT Source: RSA Cybersecurity Poverty Index C Y B E R I N C I D E N T R I S K
  23. 23. IT 75% believe marketing is most likely to cause an incident 75% of marketing and IT agree that marketing is knowingly using IT workarounds & shadow IT MARKETING Cyber risk, data sensitivity, impact threshold & protocols not well understood 74% say security not a major decision factor in evaluating vendors Source: RSA CMO Digital Transformation Study, 2017
  24. 24. MODERNIZATIONMALICE MANDATES
  25. 25. Social behavior Personally identifiable information Credit card or payment card industry (PCI) information IT security information Social security numbers Protected health information Sensitive identifiable human subject research Purchase history Driving/criminal records Location history Browsing data DATA EXPLOITATION SUPPLY CHAIN T H IR D PA R T Y A P P S T H IR D PA R T Y IT S E R V IC E S A G E N CIE S D ATA B R O KE RS AT TACKERS A D E X C H ANG ES
  26. 26. HIPAA PCI DSS SOXISO FERC NERC FFIEC OCC NIST CSF State RegsSAAE 16 SOC Country Regs GLBA NEW REGULATORY FOCUS IS NOW ON DIGITAL DATA GDPR
  27. 27. NEW REGULATORY FOCUS IS NOW ON DIGITAL DATA GDPR OF REVENUE 4%
  28. 28. NEW REGULATIONS YOU NEED TO KNOW … The law follows the data Where your data is Who has access to it How it’s being protected What the breach protocol is
  29. 29. V T E C H ~ 1K news stories IN S TA G RAM > 2M news stories A N T HE M ~ 40K news stories C L IX S E N S E <100 news stories SMALL EXPOSURES BIG IMPACT
  30. 30. 80% Enterprises said they were compromised last year Investors would be discouraged from investing in a hacked company 80% Report having a breach communication plan (<$1B revenue) 37%
  31. 31. DATA SECURITY IS NO LONGER AN IT PROBLEM IT’S A BUSINESS RISK PROBLEM… …WITH MARKETING ON THE FRONT LINES
  32. 32. T R ADIT IO NAL O M N I- C H A NNE L L O W R IS K H IG H R IS K S IM P L E C O M P L E X
  33. 33. Digital Transformation Elevates to a Risk Challenge Across Functional Silos P E O P L E Marketing Must be a Digital Risk Advocate Marketing & IT Security Need to Address Integrations to Drive Visibility, Insights and Proactive Risk Decisions T E C H N O L O G Y Marketing Must Build Security & Risk into MarTech Strategy Protocols/Controls Must be Balanced with Agility/Innovation P R O C E S S Marketing Must Become a Digital Risk Best Practice T R E N D S Lack of Holistic Visibility & Monitoring of the MarTech Infrastructure End-to-End M A L I C E R I S K S Breach Detection, Response & Management R E Q U I R E M E N T S Digital Transformation & Virtualization of the MarTech Infrastructure in the Cloud with ‘Shadow IT’ M O D E R N I Z AT I O N R I S K S Third-Party Risk User Access & Behavior New Data Privacy & Governance Laws Now Impact Marketing M A N D A T E S R I S K S Heavy Fines Reputational Damage M AR K E TI N G M U S T B E C O M E A N E X P E R T O N M AN AGI N G D I GI TAL R I S K SUMMARY
  34. 34. OUR OBLIGATION… …IS ALSO AN UNPRECEDENTED OPPORTUNITY IN OUR QUEST FOR TO PROVIDE THE ULTIMATE CUSTOMER EXPERIENCE
  35. 35. THANK YOU! Holly Rollo CMO & SVP, RSA Security @hollyrollo #CyberCMO

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