Big Data & Personal Data Markets. Arnold Roosendaal (TNO)

Transcription

1 Big Data & Personal Data Markets Arnold Roosendaal

2 Outline Two topics in one lecture Big Data Personal Data Markets How do they relate? 2

3 The Challenge Big Data Offers new opportunities Has (potential)(economic/scientific) value Is hot! (and a buzzword) May conflict with privacy 3

4 Polarized views Big Data: As a company, if you re not in it now, you will be out of business in 5 years! 4

5 Polarized views Big Data: As a company, if you re not in it now, you will be out of business in 5 years! But: if you re in it, the GDPR will ruin your business in 2 years! 5

6 The Challenge How to extract value from Big Data, including personal data, while respecting privacy? 6

7 Some background 7

8 Some more background 8

9 More some more background 9

10 And even more more some more background 10

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12 Can you see the potential? 12

13 Yes! 13

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17 Big Data Value Chain 17

18 So, 18

19 However, Quite some situations where personal data is involved Depends on Purpose Context Sources 19

20 Again some background According to WEF Personal Data is the new oil Three types of personal data Individually provided Observed Inferred 20

21 It s Complicated! 21

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23 Big Data and Personal Data Big Data often based on observed data Resulting in inferred data Personally provided data (let alone voluntarily provided data) is less common 23

24 Different values Economic value Value of privacy Individual Societal 24

25 Privacy & Big Data Context of data Often privacy interpreted as data protection Need to look at privacy in broader sense: automated decisions, correlations, individual autonomy 25

26 Privacy as Actionplan Privacy Privacy as: Compliance factor (data protection) Service enabler (data protection/privacy) Niche (privacy) 26

27 Compliance factor Fulfill requirements of DPD/GDPR Data protection as a hurdle that needs to be taken Not forward looking and no innovative approach 27

28 Compliance factor In relation to Big Data: Difficult to be compliant Problems with purpose binding requirements and information duties Privacy is not seen as an opportunity 28

29 Service enabler Fulfill requirements of DPD/GDPR Taking data protection principles as starting point in innovation Data Protection by Design 29

30 Service enabler In relation to Big Data: Probably difficult to be compliant But this is seen as a challenge Make added value for individuals explicit in order to obtain consent New innovative services: privacy as an opportunity to smoothen processes 30

31 Niche Privacy is the product Further view than data protection: often user centric and providing user with forms of control and choice Privacy by Design 31

32 Niche In relation to Big Data: Anonymisation techniques User control as a starting point Feedback loop 32

33 Incentives Different incentives can be the point of reference when developing a service based on personal data Added value incentive Fundamental rights incentive 33

34 Personal Data Markets Organisation-centric Subject-centric Added value incentive Financial reward Organisation uses data (including selling to third parties) and gives money in return Data subject sells data for specific purposes in return for money Non-financial reward Organisation uses data to add value, such as delivery or improvement of services and personalisation Data subject provides data in return for services or personalisation Fundamental rights incentive (control) Organisation applies PETs / PbD to protect rights of data subject Data subject controls his own data via the platform of the service provider 34

35 What to do? Privacy as an Opportunity in Big Data activities? Think about incentives and what type of service to achieve And then 35

36 Privacy as Opportunity Develop systems to facilitate user control and controlled data sharing for Big Data analytics Linked to purpose and context Selective disclosure Ensure anonymity 36

37 Privacy as Opportunity Develop systems with a clear feedback loop to generate value for the individual data subject Access to results Non-personalized information Option for personalized recommendations by connecting with individual data based on consent (two step approach) 37

38 Privacy as Opportunity Other ideas are up to you! 38

39 Thanks! Arnold 39