Big Data to Big Business: It’s not la-la-land (EL/WLA Marketing Seminar, London)

Best attendance ever at the EL/WLA Marketing Seminar discussing how Big Data is revolutionizing Big Business. Plus: How Data Protection rules in the EU are getting serious.

By Paul Jason, reporting from the EL/WLA Marketing Seminar, London

Has there ever been a steeper learning curve than the one we face with “Big Data”?  Management now understands the vital importance of data and how it will transform the world of business, and marketing in particular.  Many lotteries are capturing, organizing, and contexting data.  That is a good and necessary start.  The challenge becomes how to convert this data into information that genuinely informs the decision-making process, that enhances real-world marketing efforts and strategic planning.

Converting data into business intelligence that adds material value is a challenge for businesses in all industry sectors.   And there does not appear to be a good model to assess the ROI for the cost of harvesting Big Data and applying it to real-world business and marketing processes, at least not with the kind of precision that CFO’s typically want.  And as we read the following articles in this issue’s Focus Theme, it becomes apparent that there are no easy answers.  But there are those who are in fact applying Big Data to the business of enhancing products, services, messaging, promotions and operations in general.

It is a somewhat basic proposition: Big Data is the key to providing the right product, with the right messaging through the right media and channel, at the right time, to the right customer.  Clearly easier said than done.  But necessary nonetheless, and that is the promise of Big Data.  The one thing we can know is that there will be companies which apply Big Data to that effect and see that promise fulfilled.  If it’s not us, then it will at some point be our competitor.

So please, read on!  There are answers, there are success stories, there are even lotteries which are well along the path towards being the one to carve out the decisive competitive advantage of knowing the customer.  The editorial contributors to the Focus Theme are the world-class presenters and industry leaders who presented at the EL/WLA Marketing Seminar.  As they all emphasize, Big Data is about delivering more and better value to the customer.  For all the geeky science that inhabits the world of Big Data, it is the ultimate customer-centric tool that creates the intimate bond with the real people who we want to love us, to love our products and the long-term interactive relationship we want to nurture with our customers.

Lotteries & Data Protection – By Philippe Vlaemminck, partner & Jenna Auwerx, senior associate, Pharumlegal

On 25 May 2018, the General Data Protection Regulation (GDPR) will become fully applicable in all Member States of the EU/EEA.  As from that date, all EU/EEA-based companies that process personal data, as well as companies not established in the EU/EEA that target EU/EEA data subjects with their data processing activities, must be fully compliant with the principles set out in the GDPR.  Non-compliance may give rise to the imposition of substantial administrative fines, ranging up to highest amount between 4% of the total worldwide annual turnover or 20 Mil EUR.

For Lotteries, for whom the processing of customer related (and in any case also employee) data has gained increasing importance, compliance with the GDPR is a must and is therefore also addressed by the Legal & Security Working Groups of EL.

In the first place, the GDPR obliges Lotteries to provide comprehensive and clear information to the data subject, the customer (or the employee), to ensure transparency of the data processing.  Such information can be provided through specific privacy statements in contracts, on websites, on data collection forms, etc.  The data subject has also the right to address specific requests to the controller (e.g. access, rectification, erasure, …), which the data controller must be able to answer within 1 month.

In the second place, the data controller is accountable to demonstrate compliance with the GDPR.  This includes the obligation to keep comprehensive records on all processing activities; to conduct Privacy Impact Assessments before starting ‘high risk’ processing activities; to conclude Data Processing Agreements with processors which contain a clear division of responsibilities; and potentially also to appoint a Data Protection Officer.

In the third place, the GDPR restricts the possibility to transfer personal data outside the EU/EEA.  Such international data transfers must always be combined with appropriate safeguards to ensure that the receiving country or company respects similar data protection principles as those enshrined in the GDPR.

The application of the GDPR will be monitored by the national data protection authorities, who will be competent to receive and investigate complaints from data subjects and impose administrative fines.  For processing activities carried out in different Member States, a one-stop-shop principle has been established.  The European Data Protection Board, which shall replace the former so-called Article 29 Working Party, shall see to the consistent application of the GDPR throughout the EU/EEA.

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Synopsis

Français
Big Data pour les grandes entreprises : Ce n’est pas La-La-Land, par Paul Jason, depuis le dernier séminaire londonien de l’EL La conversion de données en informatique décisionnelle ajoutant une valeur matérielle représente un défi pour les entreprises de tous les secteurs. C’est une proposition assez basique : Les Big Data représentent la clé pour fournir le bon produit, avec le bon message à travers le bon média et canal, au bon moment, au bon client. Clairement plus facile à dire qu’à faire. C’est la promesse des Big Data. La seule chose dont nous pouvons être sûrs, c’est que des entreprises appliqueront les Big Data à cet effet et verront cette promesse se réaliser. Si ce n’est pas nous, ce sera alors, à un moment donné, notre concurrent. Alors, lisez la suite ! Il y a des réponses, il y a des histoires réussies, il y a même des loteries qui sont bien placées pour maîtriser l’avantage concurrentiel décisif que représente la connaissance de ses clients. Les contributeurs éditoriaux du Focus Theme sont les intervenants de niveau international et les leaders du secteur qui sont intervenus lors du séminaire marketing de l’EL/WLA. Dans l’ensemble de la science geek qui peuple le monde des Big Data, c’est l’outil suprême centré sur le client qui crée le lien intime avec les personnes réelles dont nous voulons être aimés, qu’elles aiment nos produits et qui crée la relation interactive à long terme que nous voulons nourrir avec nos clients. Loteries et protection des données Par Philippe Vlaemminck, associé et Jenna Auwerx, associée principale, Pharumlegal À partir du 25 mai 2018, toutes les entreprises basées dans l’UE/EEE et qui traitent des données personnelles doivent être en conformité absolue aux principes énoncés dans le règlement général sur la protection des données (RGPD). La conformité avec le RGPD est une obligation pour les loteries. Elle est de ce fait également abordée par les groupes de travail sur la sécurité juridique de l’EL. Le RGPD oblige les loteries à fournir des informations complètes et claires à la personne concernée, le client (ou l’employé), pour assurer la transparence du traitement des données.
Español
Del Big Data a los grandes negocios: “No es La-La-Land”, de Paul Jason informando desde el último seminario de la EL en Londres.  Convertir datos en inteligencia comercial que añada valor material constituye un desafío para las empresas en todos los sectores comerciales. Se trata de una propuesta algo básica: El Big Data es la clave para ofrecer el producto adecuado, con el mensaje adecuado a través del canal y del medio adecuados, en el momento adecuado, al cliente adecuado. Obviamente, del dicho al hecho hay un trecho. Esto es lo que promete conseguir el Big Data. Lo que sí sabemos es que habrá empresas que apliquen el Big Data para conseguir ese fin y que verán esa promesa cumplida. Si no lo hacemos nosotros, más tarde o más temprano lo acabará haciendo nuestro competidor. Así que, ¡por favor, siga leyendo! Hay respuestas, hay historias de éxito, hay incluso loterías que ya están bien encaminadas a convertirse en aquellas que consigan definir la ventaja competitiva decisiva de conocer al cliente. Los colaboradores que contribuyen a dar forma al Tema principal son los presentadores de fama mundial y líderes del sector que realizaron sus presentaciones en el Seminario de marketing de la EL/WLA. Debido a toda la sesuda ciencia tecnológica que impregna el mundo del Big Data, este constituye la herramienta centrada en el cliente definitiva que crea un vínculo íntimo con las personas reales a las que queremos gustar, a las que queremos que gusten nuestros productos; gracias al Big Data, creamos la relación interactiva a largo plazo que queremos fomentar con nuestros clientes. Loterías y protección de datos De Philippe Vlaemminck, socio, y Jenna Auwerx, asociado sénior, Pharumlegal A partir del 25 de mayo de 2018, todas las empresas con sede en la UE o el EEE que procesen datos de carácter personal deberán cumplir íntegramente con los principios establecidos en el Reglamento general de protección de datos [en inglés, General Data Protection Regulation (GDPR)]. El GDPR es de obligado cumplimiento para las Loterías, y por ello ha sido estudiado por los Grupos de trabajo jurídicos y de seguridad de la EL. El GDPR obliga a las Loterías a proporcionar información completa y clara al interesado, el cliente (o el empleado), para garantizar la transparencia del procesamiento de datos.
Deutsch
Von Big Data zum Big Business: Es ist kein La-La-Land, berichtet Paul Jason vom aktuellsten EL-Seminar aus London.  Die Umwandlung von Daten in Business Intelligence, die einen materiellen Wert hinzufügt, ist eine Herausforderung für Unternehmen in allen Branchen. Es ist ein recht grundlegender Vorschlag: Big Data ist der Schlüssel zum Bereitstellen des richtigen Produkts, mit dem richtigen Messaging durch das richtige Medium und den richtigen Kanal, zur richtigen Zeit an den richtigen Kunden. Natürlich einfacher gesagt als getan. Das ist das Versprechen von Big Data. Die eine Sache, der wir uns sicher sein können, ist, dass es Unternehmen geben wird, die Big Data dahin gehend anwenden und dafür sorgen werden, dass das Versprechen erfüllt wird. Wenn wir das nicht sind, dann wird es irgendwann ein Konkurrent von uns sein. Deshalb lesen Sie bitte weiter! Es gibt Antworten, es gibt Erfolgsgeschichten, es gibt sogar Lotterien, die bereits auf dem Weg dahin sind, den entscheidenden Wettbewerbsvorteil in Form der Kenntnis des Kunden zu erlangen. Die Redakteure des Focus Theme sind Weltklasse-Moderatoren und Branchenführer, die auf dem EL/WLA-Marketing-Seminar präsentiert haben. Für alle Nerd-Wissenschaften, die der Welt von Big Data innewohnen, ist es das ultimative kundenorientierte Werkzeug, das die intime Bindung mit echten Menschen schafft, von denen wir wollen, dass sie uns mögen, unsere Produkte lieben sowie die langfristige interaktive Beziehung, die wir mit unseren Kunden pflegen wollen. Lotterien und Datenschutz Von Philippe Vlaemminck, Partner, und Jenna Auwerx, Senior Associate, Pharumlegal Ab dem 25. Mai 2018 müssen alle EU/EEA-basierten Unternehmen, die persönliche Daten verarbeiten, vollständig mit den Grundsätzen der Allgemeinen Datenschutzrichtlinie GDPR übereinstimmen. Die Einhaltung der GDPR ist ein Muss für Lotterien und richtet sich daher auch an die Rechts- und Sicherheitsarbeitsgruppen von EL. Die GDPR verpflichtet die Lotterien, umfassende und klare Informationen über das Datenthema, den Kunden (oder den Angestellten) zur Verfügung zu stellen, um die Transparenz der Datenverarbeitung zu gewährleisten.

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