Big data is now omnipresent. It is embedded into our day-to-day lives as the hard-wired DNA that fuels our business processes and decisions. Data-driven cultures went mainstream in 2016, with organizations scrambling to establish data strategies that enabled all employees to make better informed decisions. Yet despite all of the hype, the majority of organizations still have a long way to go before realizing the potential that big data holds.
Can you believe it’s almost the end of another year? I can’t believe how quickly this year has gone and the next is already looming around the corner!
It’s been a big year for WAW and the Jump Digital Team with our MSc with Aberdeen University going live earlier this year and we’ve got students enrolled students from each continent!
Added to that our Digital for Business Professional Certificate is picking up steam and as you know from last week, we’re also working on our Analytics and Measurement Tools section to upgrade the content and add new platforms for you to try!
Over the next three to five years, 75% of marketers say they will be responsible for owning the end-to-end customer experience. This includes the moment a prospect hears about your brand to the ongoing relationship that follows and beyond.
This represents a paradigm shift in the way organizations have viewed the role of the marketer. Customers hear about your brand through different channels, engage through new mediums and share their experiences in ways that they never could before.
Digital publishing is a tough business. Monetizing content is done through the dual streams of advertising and audience revenue that have supported offline publishers for centuries, but new middlemen and platforms have disrupted both of these revenue categories, with each new entrant to the value chain claiming their piece of the digital revenue pie.
Digital advertising is rife with new technology vendors that promise to increase revenue through targeting and extending reach, but the effective cost-per-thousand for digital impressions continues to fall. Audience revenue is challenged by the plethora of free content that competes with paid offerings. Although improving, pure digital audience revenue is still in its infancy as a category, and the volume of pure digital subscribers is still small relative to historical print levels. The question facing publishers is how to maximize total revenue from their digital distribution channels across both primary revenue streams. An important tool available to publishers trying to answer this question is dynamic customer lifetime value scoring.
If you are collecting, storing, processing or hosting data you must comply with the Data Protection Act 1998 (DPA). If you are collecting personal data or instructing a third party to process data on your behalf you are a data controller. If you are processing or storing data on behalf of a data controller, you are a data processor
Appropriate Technical and Organisational Measures
Under the DPA a data controller is required to take “appropriate technical and organisational measures” to prevent the unauthorised or unlawful processing of personal data and accidental loss or destruction of, or damage to, personal data. The data controller is required to include such obligations in a written agreement with the data processor.
For example you are providing a client with SaaS software which sends marketing emails to individuals on behalf of your client. You, the SaaS supplier, are a data processor and your client, the SaaS customer, is the data controller.
You must have a written contract with your client which states that:
- you may only process data in accordance with the client’s instructions; and
- that you undertake to comply with the “technical and organisational measures” requirements of the DPA.
This written obligation can be included in the terms of the SaaS agreement, the service level agreement (SLA) or a separate data processing agreement.
In addition, last year the Information Commissioner’s Office (ICO) issued some guidance on cloud computing. Amongst other issues, this advised data controllers to ensure that personal data in transit is secure and protected from interception by:
- encrypting data in transit;
- using encryption that meets recognised industry standards; and
- obtaining assurances from data processors that data in transit is appropriately secure.
The ICO advised that data “at rest” i.e. personal data which is stored, should also be encrypted, depending upon the nature of the personal data held i.e. sensitive personal data and the type of processing taking place.
Data controllers were advised to ensure that encryption keys are:
- kept up to date, in order to maintain the level of protection; and
- not lost, as this could render the data useless.
In light of this ICO guidance clients are increasingly asking SaaS providers to include data encryption obligations in SaaS agreements.
For example Google cloud services now:
- automatically encrypts all data before it is stored;
- regularly updates keys;
- implements access controls; and
- permits auditing procedures.
In time this could become standard for all SaaS providers. In any event you may want to check with your data centre, where you are outsourcing hosting and storage to check whether they also offer this service, which is provided to Google cloud service customers at no additional cost.