GDPR: friend or foe? Wim Stoop | Senior Technical Marketing Manager, Cloudera @TheWimster
Disclaimer GDPR is a complex and detailed regulation. Cloudera can only help address a portion of it.
This presentation is intended to help organizations understand how Cloudera software and services can be used to help comply with certain aspects of EU General Data Protection Regulation (GDPR) requirements. Applicability of any of these capabilities depends on each organization’s own requirements specific to their business. Every organization should determine its own needs with regard to GDPR and then evaluate solutions for suitability to those needs. The information contained in this presentation is not intended to be and should not be construed to be legal advice. Customers and prospective customers must not rely on the information herein and they should obtain legal advice from their own legal counsel or other professional legal services provider. © Cloudera, Inc. All rights reserved.
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GDPR snapshot: better protection for personal data GDPR is meant to give more control to the individual and compliance certainty to the corporation. It will create new individual rights and new corporate obligations, putting an emphasis on privacy as a core business process.
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All types of personal data included in GDPR
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GDPR is a data management challenge Right to be Forgotten Data Breaches
Data Portability
GDPR Data Hub Access Requests
Accuracy
Consent
EU citizens
Employees © Cloudera, Inc. All rights reserved.
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GDPR has two faces: • Preparing for it • Living it
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5 Steps to GDPR readiness Ingest
Discover
All your data into CDH
Discover GDPR data
Tag GDPR data
Search and tag Full text search
Load data in Kudu/HBase Index data using Solr Use ETL tool for apps
Ensure lineage back to source
360 Data Subject 360 Link all data Fuzzy match GID Consent Registry Household Parental consent Consent
Web Form for Consent Consent permission Stored on HBase
Preparing Living
Govern Secure Ensure 5 levels of security Role based access control Encryption Audit
Cyber Prevent data breach
Operate Right to be forgotten Data Portability Data scientists Audited and governed Lineage back to source Delete back to source batch
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GDPR Data Hub DPO
Data Stewards Employees
DATA MAPPING & TRACEABILITY
EU citizens
ACCOUNTABILITY & STEWARDSHIP
DATA ACCESSIBILITY
Customer360 Data Hub METADATA MANAGEMENT
DISCOVERY & PROFILING
STEWARDSHIP & CURATION
SEARCH
DATA ANALYSIS
DATA/BIG DATA INTEGRATION
DATA MASKING
DATA QUALITY
REAL TIME INTEGRATION
MASTER DATA MANAGEMENT
Data Subject 360
RIGHTS & CONSENT MANAGEMENT
ANONYMYZATION & PSEUDONYMYZATION
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GDPR has a third face • Opportunity
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The foundation of a “Segment of One” Who are you?
Who do you know?
Where are you?
What can you afford?
What have you purchased?
What is your value to the business?
What content do you prefer?
How / why have you contacted us?
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The challenge: managing customer data Data can come from a variety of “siloed” sources •
Massive volumes of customer interaction data
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Some data from 3rd party data sources
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Can come in real-time or batches
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Generated from a variety of data sources
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Diverse data structures and schemas
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Some of it may be perishable
Combining customer data with contextual data (social media, 3rd party) is the key to customer insight © Cloudera, Inc. All rights reserved.
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From static to dynamic, real-time micro-segmentation…
Traditional segmentation • • • • • • • •
Age Gender Average Spend Price Plans Usage history Data, Voice, Text Billing history Device Upgrade
• • • • • • • •
Age Gender Average spend Price plans Usage history Data, voice, text Billing history Device upgrade
• Device history • Other products/ services • Bundling preferences • Offer history • Campaign history • Call center tickets
Dynamic microsegmentation
• • • • • • •
Location Social influence Applications used Content preferences Usage details Roaming analysis Travel patterns
• • • • • • •
QoS history Household analysis Lifetime value Churn score Clickstream info Channel preferences Survey © Cloudera, Inc. All rights reserved.
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Powering a Variety of Use Cases…
Telco Churn
Targeted Marketing
Marketing Spend Analysis
Recommendation Engines
Sentiment Analysis
Smart Promotions
Omni-Channel Optimization
Customer Care Profiles © Cloudera, Inc. All rights reserved.
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Customer insight (1/2) Campaign Optimization
Collate the Data Sources
DPO
Data Stewards Employees
DATA MAPPING & TRACEABILITY
EU citizens
ACCOUNTABILITY & STEWARDSHIP
DATA ACCESSIBILITY
Customer360 Data Hub METADATA MANAGEMENT
DISCOVERY & PROFILING
STEWARDSHIP & CURATION
SEARCH
DATA ANALYSIS
DATA/BIG DATA INTEGRATION
DATA MASKING
DATA QUALITY
REAL TIME INTEGRATION
MASTER DATA MANAGEMENT
Data Subject 360
RIGHTS & CONSENT MANAGEMENT
ANONYMYZATION & PSEUDONYMYZATION
Micro-Segmentation Devise Micro- segments based on combining multiple factors: • Age • Location • Spending History • Preferences • Usage • Social Influence • etc
Optimize Campaigns Drive Personalized Campaigns for specific micro-segments Retention campaign high value customers Upsell campaign for high-data users Geo-Location based targeted advertising
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Customer insight (2/2) Customer Loyalty & Retention
Usage/ Activity Analysis
Churn Prediction & Modeling
Big Data enabled Churn prediction models enable Telcos to identify “at-risk” customers and proactively target them with retention programs
Sentiment Analysis
QoS Issues/ Customer Care Tickets
Churn Score
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Summary
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GDPR: friend AND foe
Big fines for non compliance
Control and compliance
Improved customer insight
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Thank you Wim Stoop Senior Technical Marketing Manager, Cloudera @TheWimster
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