2. 22
DATA IS THE NEW OIL… BEWARE OF THE OIL SPILL
Personalization can deliver 5 to 8
times ROI on marketing spend
and lift sales by 10% +
*Mc Kinsey Research: Big Data, Analytics, and the Future of Marketing & Sales, PWC
BREAKING NEWS
Marriott hit with a £99m GDPR fine
after BA’s record £184m penalty
It’s Time to Build the System of Trust
Equifax to pay $650 Million
in Largest-Ever Data Breach
Settlement
10% of customers feel they have
control over their personal
information.
3. 33
MOST COMPANIES FAIL, BADLY
Policies are defined…
98%HAVE UPDATED THEIR
PRIVACY POLICIES FOR
GDPR
70%FAILED TO PROVIDE THE
DATA REQUESTED!
21 days
AVG TIME IT TOOK
COMPLIANT COMPANIES
TO RESPOND
But are not enforced… or poorly delivered
Source: Talend GDPR survey 2018
LESSONS LEARNED FROM GDPR
4. 44
THE ROAD TO PRIVACY
COMPLIANCE: WHY DO
COMPANIES FAIL?
• No established accountability
• Unautomated process
• A legal process, rather than a
customer service engagement
• People as human data integrators
• No control over personal data
• Reluctance to share the data
5. 55
A 3 STEPS GOVERNANCE APPROACH FOR DATA PRIVACY
√
& DOCUMENT
& SHARE
1. KNOW YOUR DATA
√
√
√
√ √ √
& TAKE CONTROL
Data Engineers
Business Users
Data Scientists
Customers
Applications
API
3. PROTECT
2. RECONCILE
6. 66
CAPTURE AND TRACK PERSONAL DATA
Data Management Discipline: Data Cataloging
Know your data & document
10. 1010
MAKE DATA AVAILABLE FOR DATA SUBJECTS
Data Management Discipline: API & Data Services
7%
RESPONDED
IN < 1 DAY
11. 1111
PAVING THE ROAD FOR PRIVACY WITH TALEND DATA FABRIC
1) Start with Talend Cloud Data Management
2) Expand with cataloging, stewardship, and/or APIs
Use case
Data Management
Capabilities
Talend Solution
Establish the Data Privacy Hub
Data Integration
with Data Quality
Talend DMP (Data Management
Platform),
Protect your data
Data Anonymization &
Pseudonymization
Talend DMP
Track & trace every personal
data
Data Cataloging with
end to end lineage
Talend Data Catalog
Drive Accountability
Data Governance
& Stewardship
Talend Data Catalog and Data
Stewardship
Enact consumer rights (data
access, rectification,
deletion..)
Data Services
Talend DMP (batch)
optionally API Services (real time)
Simplest Path
12. 1212
DELIVERING PRIVACY BY DESIGN,
SUPERIOR CONTROL ON DATA
ASSET AND DATA ACCESSIBILITY
HOSPITALITY USE CASE
Protecting customer &
employee privacy in the age
of hyper personalization
• WW leader in hospitality
• 60M customers in loyalty program,
280.000 employees
• Goal: augmented & personalized
customer experience
• Cloud Based Governed Data Lake
as a foundation
• Data Cataloging as a discipline to
track and trace personal data
across systems
• Streamlining the process to
address Data Subject Access
Rights
13. 1313
MAPPING PERSONAL
DATA ALL ALONG THE
CUSTOMER JOURNEY
TRANSPORTATION USE CASE
ESTABLISHING A DATA HUB
FOR CUSTOMER DATA WITH
TOTAL
• Realtime personalization across
customer journeys
• 90M customers, including 27M in
loyalty program
• 1B+ e-mails delivered per year
• Capture, reconcile and remediate
personal data at scale
• Minimize personal data through
anonymization
• Track & trace personal data
footprints across information
chain
14. 1414
CHARITIES USE CASE
Combatting donor fatigue
with consent management
• Automate data quality &
protection controls across 50 data
streams
• Reinforce consent management
across channels
• Reduce the cost and time of
manual intervention through
workflows
• Manage the feedback loop for
attrition and finer grained
• Delivers health, nutrition, education,
protection .for millions children
across the world
• Struggling for funding issues,
compliance and transparency
• Need for speed and efficiency for
emergency campaign
TALKING TOTAL CONTROL
OVER PERSONAL
DATA FLOWS
15. 1515
BANKING USE CASE
Delivering precision scoring
for consumer credit
CAPTURING 10TB OF
CUSTOMER DATA EACH MONTH
WITH CONSENT
• Leading consumer credit provider
• Multi-channel operations in 19
countries
• Goal: Speed-up online credit
simulation and issuance
• Delivering customer data as a
service to employees, agencies
and call centers
• Managing Clickstreams for best
offers
• Leveraging Social networks with
Social sign-on
