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Guarding and growing personal data valueJanuary 2016
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Accenture believes five principles of corporate digital responsibility—stewardship, transparency, empowerment, equity and inclusion—can turn potential risks into opportunities for business differentiation and growth.
But increasingly customers are concerned about who is doing what with their data. Governments are rewriting the rules to protect privacy. And watchdogs are stepping up their scrutiny of data practices.
Businesses collect massive volumes of data from individuals, using it to personalize customer offerings, innovate products and diversify into new markets.
How can organizations preserve and even increase the potential of personal data?
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Three new features on the data landscape
Copyright © 2016 Accenture All rights reserved.
New datalife cycle
Wider spectrum ofdata-collection channels
More integratedbusiness benefits
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1. New data life cycleDigital technology has transformed the business data life cycle
Source: Accenture Institute for High Performance.
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2. Wider spectrum of data-collection channels Businesses gather personal data through multiple channels
Source: Accenture personal data survey 2014.
Q: From which of the following sources does your company routinely collect data?
42%Directly from
other organizations(e.g., through commercial
or data-sharing agreement)
79%Directly from
33%From connected
devices
30%From personal-dat
intermediaries
33%Purchase from third-party data suppliers
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3. More integrated business benefitsPersonal data unlocks key business benefits
Copyright © 2016 Accenture All rights reserved. Source: Accenture personal data survey 2014.
Q: What are the key benefits your company realizes from the use of personal data?
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Business use of personal data at risk
There is a crisis of trust in data security
Customers will not do business with companies they do not trust with their data. Yet more than half of our survey respondents agree that their businesses are not doing enough to build trust with customers over use of their data.
Customers are demanding a data dividend
Individuals are finding ways to gain greater benefits from allowing companies to use their data. Nearly 60% of our survey respondents from products and manufacturing companies report that their customers are actively monetizing their own data, bringing an end to “free” data collection.
Customers are acting on their privacy concerns
67% of survey respondents believe that their customers are taking measures to protect data privacy (e.g. opting out of some services). This could compromise the amount and quality of personal data that businesses can use.
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Business use of personal data at risk (con’t)
New technologies and startups are helping more people go “off grid”
Internet services and mobile devices designed to protect online footprint are growing. This trend could reduce the quality of customer data as well as the speed at which businesses can analyze it.
Regulation is changing the rules of data collection
Governments are stepping up their regulatory response to concerns over data privacy. In 1993, four countries had data-privacy regulation—by late 2013, this number reached 101.
Watchdogs are increasing the scrutiny of business data practices
A number of independent organizations are scrutinizing how businesses manage personal data. By publishing scorecards and awards for ethical data handling, they can help customers make more informed decisions.
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To turn these risks into opportunities, businesses need to embrace Accenture’s five principles of corporate digital responsibility
#1 Digital stewardship Ensuring that management of personal data is consistent with the expectations of those providing it
#2 Digital transparency Demonstrating openness in how businesses use personal data
#3 Digital empowerment Giving customers greater control over their data
#4 Digital equity Clarifying and potentially increasing the benefits customers receive in exchange for sharing their data
#5 Digital inclusion Using personal data to multiply positive societal outcomes
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The principles of corporate digital responsibility deliver important business benefits
Source: Accenture Institute for High Performance.
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Gaps exist between the perceived importance of corporate digital responsibility principles and action taken against them
Source: Accenture personal data survey 2014.
Q: Over the next three years, to what extent will the following strategies be important ways in which businesses can strengthen their reputation for the responsible use of data—and to what extent is your company already taking action in each of these areas?
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1. Digital stewardship
• Compile and maintain a company-wide data inventory to record key assets, levels of sensitivity anddata owners.
• Establish clear data-governance structures with board-level responsibility.
• Put a company-wide, locally tailored data-protection policy in place with business-unit champions and regular employee training.
• Conduct regular resilience tests to model the impact of cyber-attacks, and put contingency plans in place.
• Assess and monitor suppliers’ data-handling standards, updating procurement rules as needed.
Five steps to get startedFostering a culture of stewardshipMicrosoft has long been running campaigns around customer data privacy and trustworthy computing. Following the NSA revelation, Microsoft further introduced tools to encrypt data and sign certificate in the cloud.
Co-creating secure platformsAmerican Express, Discover, JCB, MasterCard, UnionPay and Visa developed a new payments system that uses tokenization (converting a credit card number into a unique value that, by itself, holds no value).
Driving standards across the ecosystem
The Cyber-security Information Sharing Partnership is a joint industry-government initiative that provides a forum for companies to share knowledge on cyber breaches.
Leading strategies
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2. Digital transparency
Five steps to get started
• Map the flow of personal dataacross its life cycle, from collectionto disposal.
• Open up different elements of the life cycle to user scrutiny.
• Establish clear, intuitive privacy terms, conditions and policy statements.
• Consider regular publication of a transparency report detailing third-party data requests.
• Work with watchdogs to gainexternal accreditation.
Increasing openness across the data lifecycle
Facebook has shortened the length of its privacy policy by two-thirds and introduced explanatory videos.
Google dashboard summarizes users’ data across Google products.
Embracing industry self-regulation
Online advertising agencies (including DMA and iab) in the United States initiated a self-regulatory program.
Seeking out independent accreditation
The accreditation mark will only be available to those businesses that adhere to the “Fair Data” principles.
Leading strategies
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3. Digital empowerment
Five steps to get started• Develop capabilities to facilitate real-
time adjustment of privacy settings and sharing preferences.
• Anticipate customers’ uptake of decision services by analyzing existing data—and craft strategies for meeting demand for such services.
• Develop in-house capabilities or partner with analytics service providers to turn data inventories into insights valuable to customers.
• Understand the economic trade-offs of increased customer empowerment.
• Assess the impact of using an “opt-in” rather than “opt-out” model ofdata collection.
Strengthening customer controls
Telefonica launched Latch, an app that enables users to turn off and on their personal accounts (e.g. social media and email) over the internet.
Helping customers make better decisions
Bupa partnered with Australia’s George Institute for Global Health to launch the mobile phone app FoodSwitch to help customers make better food choices. Users can scan bar codes of packaged foods with their smartphones and the app recommends a list of healthier substitutes.
Leading strategies
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4. Digital equity
Five steps to get started
• Map the flow of data-related benefits between the organization and its customers.
• Use analytics to assess customers’ perceptions of the fairness of benefit distribution.
• Communicate more clearly the benefits customers can get at each point in their transactions with the organization.
• Partner with service providers to find novel ways of enhancing the customer experience.
• Explore opportunities to offer data-management services.
Enhancing financial incentives
tsū is a social network that shares its revenue with users.
Delivering benefits in real time
American Eagle, Best Buy, JCPenney, Macy’s and Target partnered with shopkick, an app to communicate with shoppers in real time through location data.
Developing new applications of core capabilities
Commonwealth Bank is offering its customers a digital safety deposit box.
Leading strategies
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5. Digital inclusion
Five steps to get started
• Identify assets from datainventories that have potential for societal application.
• Assess whether social impact would be best achieved through in-house data analysis, collaboration with partners or open innovation.
• Ensure consent from dataproviders and establish sharing protocols that protect individual and corporate privacy.
• Enhance in-house skills needed to work with external partners.
• Identify alignment of social-impact strategies with commercial potential.
Identifying and enabling societal application of data
Orange Telecom helped to enhance urban planning in Ivory Coast using data on mobile signals and call patterns.
Twitter launched “Data Grants” to share tweet data with researchers.
Informing public policy
Nest analyzed field data on carbon monoxide events, publishing white paper to improve evidence-based policy making.
Leading strategies
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Contact the authors
Tim Cooper is a senior manager in Accenture Strategy’s Sustainability practice, leading the global capability on digital responsibility.
Ryan LaSalle is the managing director of growth and strategy for Accenture Security, leading the strategic roadmap for the security practice – including offering development, industrialization, people agenda and delivery.
Kuangyi Wei is a thought leadership research associate manager for the Accenture Institute for High Performance.
Guarding and growingpersonal data value
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