big data - ethical data use kimberlin cranford. ethical use in the era of big data landscape has...
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Big Data - Ethical Data Use
Kimberlin Cranford
Ethical Use in the Era of Big Data Landscape has Changed Attitudes about Big Data PII, Anonymous, De-identified Sensitive Data Evolving Governance of Big Data Privacy by Design (Privacy Engineering)
Attitudes About Big Data20 Years of Consumer Attitudes
60% Pragmatist
30% Fundamentalist
10% Unconcerned
Examples of Big Data individuals can understand… Search is Big Data for consumers.
Digital Advertising is Big Data for consumers.
Big Data BenefitsCorporate uses
Fulfill a transaction Improve operational efficiency Develop new products/services Market and advertise products/services Satisfy a legal obligation
Societal uses ResearchFree Speech
Risks of Big DataTraditional Harms• Financial • Physical
New Harms• Emotional• Intrusion • Reputation
Big Data Types
Device Identifiable Information
Anonymous
Choice
XDe-Identified Information
XPersonally Identifiable
InformationAggregate Information
Pseudo - anonymous
/ /
Personal Pseudo-anonymous
PII DIIAGIDe-ID
SANI
ANIPII SANI
Covered Information
Ease of Technical Re-identification100% 0%
Sensitive Data EvolvingHistorically Sensitive Commercial Data Identification Financial Medical ChildrenNew Categories of Sensitive Commercial Data Precise geo-location At-risk populations (children & elderly)
Teens - raise the age for COPPA from under 13 to 18 Elderly over 60
Social network information (public & non-public) Biometrics & Facial recognition Modeled Data
Finances Identification Medical
Social Networks
Biometrics
At Risk Populations
Facial Recognition
Location
Governance for Big Data Federal Laws and Regulations General (FTC Title V)Sector Specific (GLBA, FCRA, HIPAA) Use Specific (CAN SPAM, TCPA, DNC)Data Specific (DPPA, COPPA, CPNI)
State Laws and Regulations Consumer Protection LawsDo-Not-Call LawsData Breach and Security LawsWebsite Disclosure Laws
Industry Groups and Self-Regulatory Groups w/ Codes of Conduct International Association of Privacy Professionals (IAPP — a worldwide organization) Direct Marketing Association Digital Advertising Alliance Interactive Advertising Bureau Network Advertisers Initiative Email Sender and Provider Coalition Coalition for Sensible Public Record Access Policy and Economic Research Council National Business Coalition for Ecommerce & Privacy US Chamber of Commerce State Chambers of Commerce Conference of Western Attorneys General Mobile Marketing Association Information Accountability Foundation
Privacy By Design / Privacy Engineering Should be part of organizational strategy Privacy and data protection: should be embedded throughout the
enterprise and the life cycle of products and services Google’s Red Team Yahoo’s Paranoid Team Apple’s App Review Team MIT program, Harvard program (computer) Code is Conduct
“All of Acxiom’s products and services have been created based upon these key principles.”
Information Governance = Accountability & Measurement
Line of business accountability Leadership required to be accountable for the operational compliance of their products, solutions, services
Client Credentialing: Legitimate entity, legitimate use on-site inspection possible
Vendor Screening and Accountability Program You are your vendor’s keeper
Privacy by Design/Privacy Impact Assessment Understanding and applying the rules to business processes is complex – yet critical Computer Code is the Conduct
Individual employee accountability & training Achieve excellence - each employee accountable for applying rules, issue spot, report problems
Assurance Reviews Internal audits on data products Functional Area/Line of Business Audits
11
First ever Consumer Access Portal – launched 9/4/13 Clear and public articulation of Acxiom’s ethical data use position Internationalization: country by country approach to globalize ATD
In the works: Adding more core data to the portal Increase value for those participating
AboutTheData
AboutTheData
• Launched 9/4/13 # of visitors: 630K % returning users: 17% % opt out: 2% % creating accounts: 37% % editing:11%
Big Data and Ethical Promise
Media Policy Makers/ Regulators
Consumers
TRUSTExperti
se
and Leaders
hipCom
pliance
and Leadership
Hyper-Transparency
Clients
Thank you!
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