Big Data and Privacy in a Digital World Jose-Luis Agundez @ciberjos Blog: http://blog.digital.telefonica.com/?s=ciberjos 25th February 2015 DISCOVER, DISRUPT, DELIVER
300+ Million customers, 20+ countries, 90 year history ource: http://annualreport2013.telefonica.com/ S DISCOVER, DISRUPT, DELIVER
Why is Data relevant for businesses? Different business models, with different maturities, and different risk levels Become a Sell gatekeeper of Improve Mobile access to services advertising personal data insights Data = improved Data = better Data = risk =? Data = business business advertising business Leverage data to Leverage data for Recognize that Insights that help understand and targeting users digital data is improve improve business with relevant ads delicate (privacy) businesses and (x/up sell, churn) and higher CTR Turn that into an governments and products and conversion opportunity M2M S mart cities DISCOVER, DISRUPT, DELIVER
How does Data impact people’s privacy? • Customers largely unaware of what happens with their data, mixed messages (spy stories) Bliss • Customers make an explicit trade-off for each service Trade • Are customers wanting organizations to use their (personal) data to improve their lives? Drive? Experts such as Alex Pentland (MIT) defend open & transparent data handling practices, in order to foster an equally open & transparent society. DISCOVER, DISRUPT, DELIVER
How can Data benefit society and people? (1) H1N1 virus pandemic Telefonica used mobile dat a t o measure t he spread of a México 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) DISCOVER, DISRUPT, DELIVER
How can Data benefit society and people? (2) 2012 Earthquake in Mexico Dimensioning emergency services in advance for an opt imal México 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 of 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) DISCOVER, DISRUPT, DELIVER
How is Telefonica approaching data insights products? Smartsteps “ Big decisions, made bet t er” Already helping ret ail and t ransport businesses across t he UK. ht t p:/ / dynamicinsight s.t elefonica.com/ 488/ smart -st eps DISCOVER, DISRUPT, DELIVER
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-like • (census statistics, event attendance counts). (anonymous and COUNTR Y aggregated) Data REGULATOR Protection EULA-like OK (individual consent a.k.a. user opt-in) Data S ecurity Security Requirements (100s) Data Quality DISCOVER, DISRUPT, DELIVER
How is Personal Data used when people are online ? Where is… … YOUR thin red line? DISCOVER, DISRUPT, DELIVER
Who exactly does Data benefit when shopping online ? “ C o o k i e s ” a n d B i g D a t a = t a i l o r e d p r i c e s o n l i n e ? S o m e o n l i n e r e t a i l e r s s e e m t o b e o f f e r i n g m u c h l o w e r p r i c e s t o u s e r s t h a w t e n t p r e v i o u s l y t o a p r i c e c o m p a r i s o n w e b s i t e … DISCOVER, DISRUPT, DELIVER
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. DISCOVER, DISRUPT, DELIVER
Fostering online data transparency DISCOVER, DISRUPT, DELIVER
Questions? ? DISCOVER, DISRUPT, DELIVER
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