1. Privacy is…. data driven

2. Data Tsunami 90%worldwide data has been created the last 2 years We mainly create them ourselves through the internet Data users = citizens individuals, authorities Overall data Detailed information of networks, interests, habits, behavior individuals

3. ICT progress ICT progress Enormous quantity data Enormous quantity data For analysis & decision &previsions For analysis & decision &previsions Big data: is a generic term referring to each collection of data that is so big or complex that it is difficult to handle with traditional data management systems

4. Data collected from machine to machine Streaming of unstructured social media Accumulated collected data Sensor data Transactions Cheaper storage costs

5. Data management cleaning, linking, connecting from different sources, in real time is the challenge Documents Audio Video E-mails Text Voice Structured Unstructured

6. Customization is data driven Personalized production “Prosumer cooperates” Diversity of products Scheduled home delivery Economy becomes data driven

7. SPEED IS THE ESSENCE Advertising >personal > real time interactivity Technology<>Legislation

8. Below Above Personalisation MEDIA

9. Mass Segmented Consumer centric

10. CUSTOMER JOURNEY IN AN OMNI-CHANNEL WORLD …it is about “and and” It is not anymore about “or or”…

11. PRIVACY EVOLVES From data being locked between big walls to flying over the internet….

12. Data collection finality Multi purpose Afterwards instead of beforehand

13. Free competition for a good economy

14. PROFILING Why praise a shotgun to a fisherman?

15. Citizen is more than a consumer Blogger = publisher Two ways communication Social Media=Dialogue Society Prosumer

16. Free transmission of personal data is an opportunity Provides opportunities for The consumer Customized products New production channels The economy

17. Health data are sensitive but….. Healthcare becomes integrated Data from different sources need to be connected when appropriate Patient empowerment requires that patients have access to their data Tracking medication is key to deliver the right pill to the right patient

18. ?

19. Integrated Healthcare Opt-in or Opt-out?

20. Direct Marketing is Respect Marketing

21. ∆BE HONEST AND FAIR: to be clear with customers and prospects about why they collect data and how they intend to use it for marketing purposes ∆RESPECT INDIVIDUALS: the processing must be based on a legal ground and provide the individuals with the rights they are legally entitled to, such as the right to object ∆ BE DILIGENT WITH PERSONAL DATA: to take reasonable steps to ensure that customer and prospect data are accurate and kept up to date ∆ EMPOWER THE CUSTOMER WITH CHOICE: to give customers and prospects the possibility to express their preferences in receiving commercial communication and respect these ∆BE ACCOUNTABLE When the data processing is partly or fully outsourced both the controller and the data processor should be responsible for ensuring that all the applicable legal provisions relating to such processing are compiled with unless a legal provision is explicitly assigned to either the controller or the processor

22. Empowers SME’s Stimulates the Economy Proportionate To citizen’s Expectations

23. A matter of balance between: Citizen & enterprise Allowing & forbidding Using means proportionate to objectives Not killing a fly with a canon Also a matter of opportunities PRIVACY IS…… BECAUSE WE ARE LIVING IN A DATA SOCIETY!

24. Consumer & enterprise Legislation & Self regulation Industry& Authorities IT TAKES TWO TO TANGO…. Ivan Vandermeersch ivan@bdma.be

25. COMMISSION EU COUNCIL EU PARLIAMENT G 29 EU NATIONS

26. EU Commission EU Council of Ministers EU Parliament Trialogue Group Article 29