Big Data and Privacy in a Digital World Jose-Luis Agundez - - PowerPoint PPT Presentation

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Big Data and Privacy in a Digital World

25th February 2015

Jose-Luis Agundez

@ciberjos

Blog: http://blog.digital.telefonica.com/?s=ciberjos

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300+ Million customers, 20+ countries, 90 year history

S

• urce: http://annualreport2013.telefonica.com/

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Why is Data relevant for businesses?

Different business models, with different maturities, and different risk levels

Leverage data to understand and improve business (x/up sell, churn) and products Data = improved business

Recognize that digital data is delicate (privacy) Turn that into an

• pportunity

Data = risk =? business

Insights that help improve businesses and governments

Data = business Leverage data for targeting users with relevant ads and higher CTR and conversion Data = better advertising

M2M S mart cities

Improve services Mobile advertising Sell access to insights Become a gatekeeper of personal data

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How does Data impact people’s privacy?

Bliss

• Customers largely unaware of what happens

with their data, mixed messages (spy stories)

Trade

• Customers make an explicit trade-off for

each service

Drive?

• Are customers wanting organizations to use

their (personal) data to improve their lives? Experts such as Alex Pentland (MIT) defend open & transparent data handling practices, in order to foster an equally open & transparent society.

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How can Data benefit society and people? (1)

H1N1 virus pandemic

Telefonica used mobile dat a t o measure t he spread of a global epidemic (“ swine flu” ) in Mexico DF

To understand more about human mobility and the spread of epidemics through society, Telefónica Digital’s research team used anonymised and aggregated mobile phone call records to measure numbers of people visiting locations such as airports or universities. The study found successful Mexican Government’s decision to shut down key infrastructures, reducing virus propagation by 10% .

(Click images for more)

México

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How can Data benefit society and people? (2)

2012 Earthquake in Mexico

Dimensioning emergency services in advance for an opt imal response t o nat ural disast er sit uat ions

After the magnitude 7.4 earthquake in Mexico DF , Telefonica researchers captured modile data records that once anonymized and aggregated allowed building visualizations of the density of calls in the differents part

• f the city, immediately depicting the areas most affected by the

earthquake. With Big Data tools like this, it would be possible for authorities to better

anticipate contingency plans, dimensioning emergency services and placing them in those points where there is evidence that will be mostly

needed in case of catastrophic events.

(Click images for more)

México

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How is Telefonica approaching data insights products? Smartsteps

“ Big decisions, made bet t er”

ht t p:/ / dynamicinsight s.t elefonica.com/ 488/ smart -st eps

Already helping ret ail and t ransport businesses across t he UK.

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S ecurity and Privacy around the new “ black gold”

What are the basics regarding access and handling of personal data?

• Individual data requires explicit consent,

when data needed in order to provide a service.

• Aggregated data has been used for decades
• (census statistics, event attendance counts).

Data Protection Data Security Data Quality

Census-like

(anonymous and aggregated)

EULA-like

(individual consent a.k.a. user opt-in) COUNTR Y REGULATOR

S ecurity Requirements (100s)

OK

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How is Personal Data used when people are online?

Where is… … YOUR thin red line?

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Who exactly does Data benefit when shopping online?

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Research on Price Discrimination – The Price S

heriff

University research sponsored by Telefonica in 2013, assisted by a basic tool to get evidence in data, by comparing retail prices from different locations:

• 340 bet a users for a couple of mont hs.
• Point ed us t o 20 ret ailers wit h price variat ions.
• Monit ored 100 product s from several ret ailers.
• Web crawling repeat ed every day, for one week.

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Fostering online data transparency

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Questions?

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