A Framework of Purpose and Consent for Data Security and Consumer Privacy

Aurélie Pols (Mind Your Privacy)
Privacy, Law & Ethics
Location: 116

Introducing a basic Privacy framework of purpose and consent, this presentation continues with exploring data minimization opportunities and related internal procedures to assure this framework is respected and aligned with global regulation.
Arguing that in light of increased data collection, the very notion of PII or personal information is more than a blurry concept and that de-identification of data is not as easy as it is suggested to be, the conversation should evolve towards the particular context within which data is being used.
The question to ask then becomes “what risk does an individual face if her data is used in a particular way?”

Borrowing from Spanish information security best practices and in the light of increasing data breach regulations, the presentation examines how data flows should ideally be defined and secured in order to assure accountability through an entire data lifecycle.

Such a lifecycles must also include evolving legislative minimal and maximum data retention periods after which action needs to be taken, either through anonymization of collected and used data or through its thorough deletion.

Last but not least, data transits through multiple systems, hosted within multiple environments, ranging from internal and national to international cloud based solutions. Each actor of this data chain has a role to play and responsibility to abide by in order to assure compliance and mitigate risk.

Photo of Aurélie Pols

Aurélie Pols

Mind Your Privacy

Mantra: Data Driven Decision Making & Privacy by Design or in other words Data is the New Oil which needs to be refined & Privacy is the new Green, increasing Customer Trust.
Learn from Digital to be agile: test & fail fast through techniques such as A/B testing, MVT, CRO (Conversion Rate Optimization) & UX (User eXperience). Add the power of Big Data and keep an eye on what’s legally acceptable to avoid creepiness.

Aurélie pioneered Digital analytics in Europe by stating vendor independence & focusing on the interaction of tools & data to support her clients’ business strategies.
This allowed her to co-found OX2 in Belgium in 2003, which was successfully sold to UK based Digitas LBi (Publicis) in 2008.
In 2012 she co-founds Mind Your Group in Spain addressing issues revolving around digital analytics, including Social Media and Privacy.

Dedicated to analytics since 2001, she is listed in Avinash Kaushik’s top 10 analytics blogs. She is Web Analytics Demystified’s initial principal consultant for US based web analytics guru, Eric T. Peterson.
Of International background she was Globalization Chair for the Digital Analytics Association (DAA) and serves on the Board of Stockholm’s eMetrics Marketing Optimization Summit. Today she speaks at various events such as eMetrics, O’Reilly’s Strata and the IAPP, The International Association of Privacy Professionals.

After a decade of gathering technical knowledge about the use of analytics tools through a range of certifications, she focuses on delivering value to the bottom line with keeping an eye on data protection legislation, pushing a Privacy by Design agenda.
Her main focus, besides coaching analysts and data officers, are data integrations and vizualizations; digital analytics teams with their HR set-up & Privacy within the context of Big Data.