Predictive Analytics, Privacy & You · The Customer Engagement Continuum Timing: Topic: Purpose:...

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Predictive Analytics, Privacy & You:Creeping Up On Creepy

Christopher Surdak, JD, Global Subject Matter Expert

13 February, 2015

© Copyright 2015 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2

Your 15 Minutes of Fame?


How Are Security and Privacy Different?

Security

• Authentication

• Access controls

• Availability

• Confidentiality

• Integrity

• Retention

• Storage

• Backup

• Incident response

• Recovery

Protection

Mechanisms

Privacy

“Individual Rights”

• Fairness of Use

• Notice

• Choice

• Access

• Accountability

• Security

Handling

Mechanisms

Many Privacy Laws Also Restrict Trans-Border Data Flow of Personal

Information


Wherefore Art Thou, Privacy?

We are:• Mobile: Connectivity, every-where, every-when

• Connected: All of our relationships, business, family,

personal, are managed through Social Media

• Exposed: People share remarkable details about

themselves online

• Dependent: Technologies ingrained into our very lives

We are:• Vulnerable: Constant, persistent attacks against our

information

• Product: Our information is the basis of an entire

economic structure

• Unarmed: We have few tools to manage our digital

lives

• Unaware: Of our actual level of exposure and

vulnerability


Changing ExpectationsUSC Annenberg Center for the Digital Future:

70% of Millennials say no one should have access to

their data or online behavior.

Yet:

• 25% will trade it away for more relevant advertising

• 56% will share their location for coupons or deals

• 51% say they’ll share information with companies if

they get something in return.

The Privacy Paradox

I demand “deep personalization”

• What I want

• Where I want

• When I want

• How I want

I expect privacy

• Anonymity

• Freedom

• Protection

Pick *ONE*

because you can’t have both!

What is for sale?

Top 6 Companies in the World, by Market Capitalization, June 2014 (Source, PwC)

What do they Sell?Who?Rank

Phones?1

Oil2

Nothing?3

Money4

Oil5

Stuff6

Companies like Google, Facebook, Yahoo, Twitter and Microsoft (Bing) spend tens of billions of dollars per year on servers, storage, networking and electricity

How much did you pay to use their services?

YOU ARE THE PRODUCT!

Changing Expectations


Six Challenges of “The New Normal”

Purpose: Support customers’ need for and sense of purpose.

Quality: Consumers expect perfection. Deliver less and your customers will abandon you

forever.

Ubiquity: Globalization means anything, anywhere, anytime. Anything less is

unacceptable.

Immediacy: Immediate gratification. “There’s an app for that” instantly, predictively.

Disengagement: Don’t build, don’t run, don’t outsource, don’t care. I only buy a result.

Intimacy: Customers hunger for other forms of connectedness. Feeling like part of a

community will be even more important as our needs are met more anonymously.


The Customer Engagement Continuum

Timing:

Topic:

Purpose:

Value:

Reactive Responsive Predictive Persuasive

Past Present Future Future

What has

happened

What is

happening

What might

happen

What should

happen

Understand

the Past

Understand

the Present

Understand

the Future

Change the

Future

What worked

before may

work again

Is there an

opportunity

right now

Is there an

opportunity

coming

Can I create

an opportunity


Creeping Towards Creepy

What’s the Issue, What’s at Stake?

• E-

Coupons

Creepiness

The best companies must walk the razor’s edge between these two extremes

Intimacy

• I-Coupons

• “Liking” • Geo-

Tracking

• Predictive Shipping

• Suggestion lists • Cookies

• Reverse Grouponing • Behavior Modeling

• Behavior Manipulation• Needs Anticipation


Innovation Outpaces Morality?

“Like” this if you feel violated…

Why Care?

What if analytics and

predictive technologies can change customer behavior

1%?

$18 billion in increased revenue!

Cha-Ching!!!

In reality, these technologies

easily double or triple results

Can changes to the customer

environs double their

purchases? Triple? Do you know?


The Big Data balance sheet

Monetize

Differentiate

Personalize

Monitor

Meter

Optimize

Predict

…and more

Regulate

Comply

Control

Secure

Address

Ensure

Assets Liabilities

Are the Kids Alright? High School

And College?

And After That?

Everything, Forever

There is NO DELETE on the Internet!

You CANNOT take it back!

When someone looks you up,

they don’t see how old the

information is

The current trend is to analyze

what you type, BEFORE you

send it!


Many regulations require that Personal Identifying Information (PII) be anonymised before use for other purposes:

• PIPEDA

• FOIPPA

• US HIPPA

Is it Really Possible to Anonymise Data?

Complete Data Anonymised DataAnonymised Set 2

Anonymised Set 1

Consolidated Data Reanimated Data

Part 3 — Consent

Consent required

6 (1) An organization must not

• (a) collect personal information about an individual,

• (b) use personal information about an individual, or

• (c) disclose personal information about an individual.

(2) Subsection (1) does not apply if

(a) the individual gives consent to the collection, use or disclosure,

(b) this Act authorizes the collection, use or disclosure without the consent of the individual, or

(c) this Act deems the collection, use or disclosure to be consented to by the individual.

BC PIPAProvision of consent7 (1) An individual has not given consent under this Act to an organization unless

(a) the organization has provided the individual with the information required under section 10 (1), and(b) the individual's consent is provided in accordance with this Act.

(2) An organization must not, as a condition of supplying a product or service, require an individual to consent to the collection, use or disclosure of personal information beyond what is necessary to provide the product or service.

(3) If an organization attempts to obtain consent for collecting, using or disclosing personal information by

(a) providing false or misleading information respecting the collection, use or disclosure of the information, or(b) using deceptive or misleading practicesany consent provided in those circumstances is not validly given.

Implicit consent8 (1) An individual is deemed to consent to the collection, use or disclosure of personal information by an organization for a purpose if

(a) at the time the consent is deemed to be given, the purpose would be considered to be obvious to a reasonable person, and(b) the individual voluntarily provides the personal information to the organization for that purpose.

(2) An individual is deemed to consent to the collection, use or disclosure of personal information for the purpose of his or her enrollment or coverage under an insurance, pension, benefit or similar plan, policy or contract if he or she

(a) is a beneficiary or has an interest as an insured under the plan, policy or contract, and(b) is not the applicant for the plan, policy or contract.

(3) An organization may collect, use or disclose personal information about an individual for specified purposes if

(a) the organization provides the individual with a notice, in a form the individual can reasonably be considered to understand, that it intends to collect, use or disclose the individual's personal information for those purposes,(b) the organization gives the individual a reasonable opportunity to decline within a reasonable time to have his or her personal information collected, used or disclosed for those purposes,(c) the individual does not decline, within the time allowed under paragraph (b), the proposed collection, use or disclosure, and(d) the collection, use or disclosure of personal information is reasonable having regard to the sensitivity of the personal information in the circumstances.

(4) Subsection (1) does not authorize an organization to collect, use or disclose personal information for a different purpose than the purpose to which that subsection applies.


Do You Read Your EULAs?

The Language in End User

License Agreements

(EULAs) are broad, open to

a range of interpretations,

and are designed to allow

vendors to make money

from your data

FaceBook EULA

Sharing Your Content and Information

You own all of the content and information you post on Facebook, and you can

control how it is shared through your privacy and application settings. In

addition:

For content that is covered by intellectual property rights, like photos and

videos (IP content), you specifically give us the following permission,

subject to your privacyand application settings: you grant us a non-

exclusive, transferable, sub-licensable, royalty-free, worldwide license to

use any IP content that you post on or in connection with Facebook (IP

License). This IP License ends when you delete your IP content or your

account unless your content has been shared with others, and they have

not deleted it.

As of 12 February, 2015

About Advertisements and Other Commercial Content Served or Enhanced by Facebook

Our goal is to deliver advertising and other commercial or sponsored content that is

valuable to our users and advertisers. In order to help us do that, you agree to the

following:

You give us permission to use your name, profile picture, content, and

information in connection with commercial, sponsored, or related content (such

as a brand you like) served or enhanced by us. This means, for example, that

you permit a business or other entity to pay us to display your name and/or

profile picture with your content or information, without any compensation to

you. If you have selected a specific audience for your content or information, we

will respect your choice when we use it.

We do not give your content or information to advertisers without your consent.

You understand that we may not always identify paid services and communications

as such.

AmendmentsWe’ll notify you before we make changes to these terms and give you

the opportunity to review and comment on the revised terms before

continuing to use our Services.

If we make changes to policies, guidelines or other terms referenced in

or incorporated by this Statement, we may provide notice on the Site

Governance Page.

Your continued use of the Facebook Services, following notice of the changes to our terms, policies or guidelines, constitutes your acceptance of our amended terms, policies or guidelines.

Special Provisions Applicable to Users Outside the United States

We strive to create a global community with consistent standards for everyone,

but we also strive to respect local laws. The following provisions apply to users

and non-users who interact with Facebook outside the United States:

You consent to having your personal data transferred to and processed in

the United States.

If you are located in a country embargoed by the United States, or are on

the U.S. Treasury Department's list of Specially Designated Nationals you

will not engage in commercial activities on Facebook (such as advertising

or payments) or operate a Platform application or website. You will not use

Facebook if you are prohibited from receiving products, services, or

software originating from the United States.

By using or accessing Facebook Services, you agree that we can collect and use such content and information in accordance with the Data Policy as amended from time to time.


Google’s EULAFrom Support.Google.com; 8/11/2014

Device & app historyAn app can use one or more of the following:

Read sensitive log data

Retrieve system internal state

Read your web bookmarks and history

Retrieve running apps

Cellular data settingsAn app can use settings that control your mobile data

connection and potentially the data you receive.

IdentityAn app can use your account and/or profile information on your

device.

Identity access may include the ability to:

Find accounts on the device

Read your own contact card (example: name and contact

information)

Modify your own contact card

Add or remove accounts

Contacts/CalendarAn app can use your device's contacts and/or calendar information.

Contacts and calendar access may include the ability to:

Read your contacts

Modify your contacts

Read calendar events plus confidential information

Add or modify calendar events and send email to guests without

owners‘ knowledge

LocationAn app can use your device's location.

Location access may include:

Approximate location (network-based)

Precise location (GPS and network-based)

Access extra location provider commands

GPS access

PhoneAn app can use your phone and/or its call history.

Note: Depending on your plan, you may be charged by your carrier

for phone calls.

Phone access may include the ability to:

Directly call phone numbers; this may cost you money

Write call log (example: call history)

Read call log

Reroute outgoing calls

Modify phone state

Make calls without your intervention

Photos/Media/FilesAn app can use files or data stored on your device.

Photos/Media/Files access may include the ability to:

Read the contents of your USB storage (example: SD card)

Modify or delete the contents of your USB storage

Format external storage

Mount or unmount external storage

Camera/MicrophoneAn app can use your device's camera and/or microphone.

Camera and microphone access may include the ability to:

Take pictures and videos

Record audio

Record video


Case Study: License Plate Recognition


Used in association with ANPR

Vehicle Recognition

• Match Make and/or Model

– Easy to train

– Real-time matching

• Alert or Search for Vehicle without

registration

• Validate database using ANPR result to

identify illegal plated vehicles


Face Recognition Demo: Office Entrance


Use case – Police surveillance


Use Case – Counting and Access control


What to expectA Framework for Privacy Management

Disclosure: Companies would notify consumers in detail what is collected, how frequently, by whom, and how it may be used.

Transparency: Consumers would be notified when their data is being used, in real time, to influence their opinions or actions.

Recourse: Consumers would be allowed to adjust how their data is used to suit their own comfort level. This would mean no more blanket authorizations when a user downloads an app or signs up for an account.

Monitoring: Consumers must be able to confirm that businesses respect their wishes.


Disruption is Guaranteed

Are you disrupting,

or

being disrupted?

Email: [email protected]

Twitter: @csurdak

M: 714.398.4874

If you’d like to learn more, check out “Data Crush,” from AMACOM

Publishing,

getAbstract’s International Book of the Year, 2014

Also see my columns in European Business Review Magazine,

Dataconomy.com and my blog posts on HP.com

Thank You

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