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Information Security (INFOSEC) is a Marketing Responsibility

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The push for the digital transformation of the organisation will mostly land on the desk of the marketers. Marketing departments are seeing their briefs extended, experiencing tremendous change, and acquiring a huge technology stack with little or no consideration about the information security implications. This talk explains what a time bomb this situation is and why INFOSEC must be a responsibility of the marketers.

Talk given at the 2016 OWASP NZ Day (University of Auckland Business School, Feb 4th) to an audience of information security professionals and students.

The push for the digital transformation of the organisation will mostly land on the desk of the marketers. Marketing departments are seeing their briefs extended, experiencing tremendous change, and acquiring a huge technology stack with little or no consideration about the information security implications. This talk explains what a time bomb this situation is and why INFOSEC must be a responsibility of the marketers.

Talk given at the 2016 OWASP NZ Day (University of Auckland Business School, Feb 4th) to an audience of information security professionals and students.

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Information Security (INFOSEC) is a Marketing Responsibility

  1. 1. MARKETING MATURITY Information Security is a Marketing responsibility This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  2. 2. MARKETING MATURITY Thank you! Stephen Coates Gallagher Laura Bell SafeStack Andrew Kelly Insomnia Shahn Harris Beca (1) People - Process - Technology (in that order) (2) Infosec risks ≡ Business risks (3) Governance: be wary of sneaky MVPs, proofs-of-concept, and digital disruption This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  3. 3. MARKETING MATURITY Carlos Cordero | Principal | Convergnce carlos.cordero@convergnce.com convergnce.com @Convergnce ๏ Business consultant for marketing organisations. I help them to perform better and to become more effective. ๏ Convergnce provides marketing organisations with business advisory and services for performance acceleration, organisational alignment, talent development, and process improvement, to help them to achieve a superlative level of marketing effectiveness.  We call this Marketing Maturity. ๏ Marketing Risks is one of our four areas of practice. This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  4. 4. MARKETING MATURITY Information Security is a Marketing responsibility The problem is that nobody has sent marketers the memo yet :( This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  5. 5. MARKETING MATURITY The current situation This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  6. 6. MARKETING MATURITY Image: Mattel This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  7. 7. MARKETING MATURITY Hello Barbie Doll “Chat with Barbie for a whole new way to play!” “Hello Barbie doll uses WiFi and speech recognition technology to engage in two-way dialogue” “This is a US only product. The Hello Barbie companion app can only be found in US app stores.” Source: Amazon’s product page Image: Mattel What Does Hello Barbie Say?
 Hello Barbie converses using 4300 different sentences and expressions (lines). Mattel and ToyTalk“… are consistently updating and enhancing the product’s vocabulary…” Source: Hello Barbie Doll’s Lines document This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  8. 8. MARKETING MATURITY Hello Barbie App, Hello Security Issues [1] “The app can be modified to reveal confidential information including authentication credential passwords.” Mobile App Security Issues [2] “The app will connect a mobile device to any unsecured Wi-Fi network if it has “Barbie” in the name, allowing for a network spoofing attack to occur by an attacker impersonating the Barbie network to steal data.” [3] “The app utilizes an authentication credential that can be re-used by attackers.” [4] “The app shipped with unused code that serves no function but increases the overall attack surface.” Image: Mattel Server-Side Security Issues [5] “Client certificate authentication credentials can be used outside of the app by attackers to probe any of the Hello Barbie cloud servers to look for more vulnerabilities.” [6] “The ToyTalk server domain was on a cloud infrastructure susceptible to the POODLE attack, allowing attackers to downgrade connection security and listen in on communications to the server such as uploaded conversation from the doll.” Source: Andrew Hayes (Director of Research at OpenDNS) and Bluebox Security (Bluebox Labs), “Hello Barbie App, Hello Security Issues”, published 4th Dec. 2015. This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  9. 9. MARKETING MATURITY Source: Andrew Hayes (Director of Research at OpenDNS) and Bluebox Security (Bluebox Labs), “Hello Barbie App, Hello Security Issues”, published 4th Dec. 2015. Image: Mattel Availability Utility Integrity Authenticity Confidentiality Possession Hello Barbie App, Hello Security Issues This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  10. 10. MARKETING MATURITY How did we get here? This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  11. 11. MARKETING MATURITY Marketers circa 1994 Image: Netflix This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  12. 12. MARKETING MATURITY Marketers in 2016 Image: DreamWorks LLC, Paramount Pictures, Amblin Entertainment This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  13. 13. MARKETING MATURITY Marketers ~1994 
 (In control of all the cards) Marketers in 2016 (Under extreme pressure. Customers have all the cards) Awareness Interest Permanent Engagement Total Customer Experience Extending products/services by using digital technologies Marketing performance and operational effectiveness Become stewards of the whole customer experience Lifecycle Traditional media Direct marketing Anything to enable and manage experiences, deliver digitally enhanced products and services, facilitate the customer journeys, and support marketing operations. “database” Highly fragmented. Shadow IT: acquiring + developing Syphons data all over the place. Integration is a nightmare. Marketing objectives Marketing platforms Marketing stack This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  14. 14. MARKETING MATURITY Current mindset of “The Marketers” This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  15. 15. MARKETING MATURITY This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner. Ad avoidance? MARKETERS ARE TRYING TO MAKE SENSE OF THEIR SITUATION (1) What is their job about? (2) How to do their job Automation Proactive Personalisation New Capabilities Agile! Insights Big Data Break Silos! Balance Creativity vs. Effectivity? Marketing Stack What does success look like? Partner CIO Customer Journey Innovation Total Customer Experience Operational Effectiveness Stewards of the Lifecycle
  16. 16. MARKETING MATURITY Image: Shadow Pictures Ltd What we do in the Shadows This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  17. 17. MARKETING MATURITY PRIVACY traditionally a conflicting topic for marketers INFOSEC is NOT on the radar. (besides, that is ________ problem, not ours.) Image: Shadow Pictures Ltd Under extreme pressure and conflicting agendas something always ends up all screwed up This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  18. 18. MARKETING MATURITY Map of marketing related infosec Risks This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  19. 19. MARKETING MATURITY Image: Warner Brothers Pictures Meet “Fluffy” This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  20. 20. MARKETING MATURITYThis document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner. Products and services that are made with digital technology (a) Digital technology is part of or the core of the product/ service itself (b) Digital layer that extends the core product/service Digital engagement & customer experience applications that “innovate” the customer journeys 3 marketing-related infosec Risks Marketing Stack (digital services/ products + marketing operations) Infosec Pros are not being invited to the digital transformation party (yet).
  21. 21. MARKETING MATURITY Image:thetruthaboutcars.com Products and services that are made with digital technology To patch your 2014 Jeep Cherokee you need a USB stick When Infosec Pros are not invited from day one… This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  22. 22. MARKETING MATURITY Digital engagement & customer experience applications that “innovate” the customer journeys Misconfigured MongoDB installation discovered by Chris Vickery, on 19th Dec. 2015, and disclosed to Sanrio. Up to 3’300,000 user accounts were vulnerable - 186,261 belonging to minors (as confirmed by Sanrio’s investigation). Image:screengrab sanriotown.com When Infosec Pros are not invited from day one… This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  23. 23. MARKETING MATURITY Marketing Stack Highly fragmented. Shadow IT: acquiring + developing Syphons data all over the place. Integration is a nightmare. Infograph: Scott Brinker, Chiefmartec. Published on January 2015. This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  24. 24. MARKETING MATURITY Predictions and implications for INFOSEC Professionals This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  25. 25. MARKETING MATURITY No major catastrophe has occurred yet Extreme demands and expectations Technology: complex and dynamic Attitudes towards risks and uncertainty A combination of risk factors that we know well No punitive consequences have eventuated Ignorance Leadership vacuum Clashing priorities: results/speed vs. quality/risks IoT: new, untested, vast scale This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  26. 26. MARKETING MATURITY January 28, 1986 Challenger 7 astronauts died The causes were human nature (attitudes towards risks under conditions of uncertainty) and management practice that has clashing priorities. Image:NASA This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  27. 27. MARKETING MATURITY We are fighting human nature and management practice that has clashing priorities Source: WorldBank’s website “Addressing the Road Safety Challenges in East Asia & Pacific Region” This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  28. 28. MARKETING MATURITY February 1, 2003 Columbia 7 astronauts died 17 years later the causes remained the same. Image:NASA This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  29. 29. MARKETING MATURITY Reduce the risk surface at the “concept” stage Command the attention of marketers Best of class technology management Timely and adequate risk assessments Implication for Infosec Pros: we need to catalyse and drive the change in the organisation. To lead. Make the cost of a catastrophe very expensive Educate
 Train Leaders setting priorities and driving change Influence the priorities by surfacing risks Frameworks “connected” to marketing praxis This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  30. 30. MARKETING MATURITY What am I suggesting? This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  31. 31. MARKETING MATURITY If the Lonely Mountain does not come to the dwarves, the dwarves have to go to the mountain Image: New Line Cinema Metro-Goldwyn- Mayer WingNut Films This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  32. 32. MARKETING MATURITY Lead the digital transformation (with IT guys) Win the Board as ally. Then win the Exec. Comm. Educate about technological risks Co-develop risk assessment practices Infosec Pros need to become leaders Connect security incidents to brand damage Join the process from the concept stage (its start) Help marketing to adopt Agile approches Connect risk management to brand benefit Reduce the friction for marketers This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  33. 33. MARKETING MATURITY Leaders rise when the times call for them. It is our time. Image:Time magazine Image:Ai Weiwei by Gao Yuan This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.
  34. 34. MARKETING MATURITY Carlos Cordero | Principal | Convergnce carlos.cordero@convergnce.com convergnce.com | @Convergnce Thank you! I am happy to answer any questions. Just ask. This document has been produced by Convergnce Unified Marketing Ltd., from Hamilton, New Zealand, www.convergnce.com Otherwise indicated, all the pages on this document are subject to copyright. In particular, this applies to texts, images, graphics, sound or video files. Reproduction, broadcast, transmission, or use of such pages (or parts thereof) in other electronic or printed versions and/or their publication (including on the Internet) is only permitted following prior authorisation. The reprinting and reporting of press releases with an indication of their source is permitted and must also indicate the copyright of other third parties included in this document. Any authorisation to publish this document, in its entirety or partially, is granted solely by Convergnce Unified Marketing Ltd. Furthermore, texts, images, graphics or other files can wholly or partially be subject to third party copyright. Any brand names or trademarks mentioned within this document (and which may also be protected by third parties) are subject without reservation to the provisions of the respective valid trademark law and ownership rights of the respective registered owner.

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