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