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DATA & PRIVACY 
Striking the right balance 
Jonny LeRoy - Head of Technology @jahnnie
WE’RE IN A VIRTUOUS CYCLE 
NEW 
TECHNOLOGY 
MORE 
DATA 
BETTER 
PRODUCTS 
MORE 
LOYALTY 
MORE 
MONEY
PRIVACY 
IS DEAD 
GIVE ME DELIGHTFUL PRODUCTS 
AND I’LL GIVE YOU MY DATA
DON’T 
BE EVIL 
PRIVACY 
IS DEAD 
THAT’S A PRETTY LOW STANDARD 
HOW MIGHT WE RAISE THE BAR?
BE AWESOME 
PRIVACY 
IS DEAD 
WE’LL GIVE YOU BETTER PRODUCTS
DON’T BE 
INCOMPETENT 
PRIVACY 
IS DEAD 
WE’LL KEEP YOUR DATA SECURE
DON’T BE INCOMPETENT 
WHO’S BEEN 
HACKED 
THIS YEAR
DON’T BE INCOMPETENT 
ARE YOU SURE
DON’T BE INCOMPETENT 
SECURITY ISN’T JUST 
ABOUT PREVENTION 
TIME TO 
NOTICE 
TIME TO 
RESPOND
TIME TO 
NOTICE 
HONEY POT 
DATA
TIME TO 
RESPOND 
CONTINUOUS 
DELIVERY
DON’T BE 
INCOMPETENT 
PRIVACY 
IS DEAD 
WE’LL KEEP YOUR DATA SECURE
DON’T BE CREEPY 
WOULD YOU BE OK IF YOUR DATA 
PRACTICES APPEARED ON THE FRONT PAGE 
OF THE NEW YORK TIMES? 
PRIVACY 
IS DEAD
REMEMBER OUR VIRTUOUS CYCLE? 
NEW 
TECHNOLOGY 
MORE 
DATA 
BETTER 
PRODUCTS 
MORE 
LOYALTY 
MORE 
MONEY
WE’RE EXPERIENCING TURBULENCE 
MORE 
BREACHES 
MORE 
PRIVACY 
CONCERNS 
MORE 
MONOPOLY 
SOCIAL 
BACKLASH 
NSA 
SURVEILLANCE 
NEW 
TECHNOLOGY 
MORE 
DATA 
BETTER 
PRODUCTS 
MORE 
LOYALTY 
MORE 
MONEY
STRATEGY TAX
PRIVACY 
IS DEAD
INTERNATIONAL PERSPECTIVE 
BRAZIL 
MARCO CIVIL DA INTERNET 
Civil rights framework for the Internet 
GERMANY 
DATENSPARSAMKEIT UND DATENVERMEIDUNG 
Data minimization and data avoidance 
Information self-determination 
RIGHTS OF 
DATA SUBJECT VS DATA COLLECTOR
BE TRANSPARENT 
PRIVACY 
IS DEAD 
WE’LL BE TRANSPARENT ABOUT WHAT 
DATA WE STORE, HOW WE USE IT AND 
WHO WE SHARE IT WITH
FAIR DATA
ETHICAL SOURCING 
(FAIR TRADE) 
ETHICAL CUSTOMER 
DATA MANAGEMENT 
(FAIR DATA) 
SUSTAINABLE CORPORATE 
SOCIAL RESPONSIBILITY 
ETHICAL ENVIRONMENTAL 
IMPACT MANAGEMENT 
70% of EU citizens have expressed concern that 
their personal data may be used for purposes 
other than it was originally collected. 
http://www.fairdata.org.uk/ Eurobarometer report (2011) for the EU
IT’S NOT 
PERSONAL 
BEWARE DE-ANONYMIZATION
The data that makes up what is termed Personally Identifiable 
Information (PII) is no longer static. Data that can identify you 
has become a moving target, it used to be over information such 
as name, Social Security Number, address etc, but it has become 
increasingly easy to uniquely identify people with composite 
pieces of otherwise seemingly innocuous data.
LOYALTY IS A 
TWO-WAY STREET 
TECHNOLOGY IS SHIFTING THE CALCULUS OF 
WHAT IS ETHICALLY ACCEPTABLE
FROM CLICK-STREAM 
TO HEART-BEAT 
Technology is shifting the calculus of what is ethically acceptable 
Psychometric every breath you take, 
Quantified Self 
IoT 
DNA 
Identity 
every step you take… 
we’ll be watching you 
Fine-grained location
INVERTING THE 
STRATEGY TAX
BE VULNERABLE 
PRIVACY 
IS DEAD 
HOW MIGHT LEAVING SOME DATA ON 
THE TABLE, OR SHARING OWNERSHIP BE 
A STRATEGIC DIFFERENTIATOR?
DATA BANKS
RE-DECENTRALIZE THE 
INTERNET OF THINGS 
TAKE THE COMPUTE TO THE DATA
BE HUMAN 
BE VULNERABLE 
BE TRANSPARENT 
DON’T BE CREEPY 
DON’T BE INCOMPETENT 
BE AWESOME 
PRIVACY IS DEAD?
THANK YOU 
Jonny LeRoy 
@jahnnie 
jleroy@thoughtworks.com

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Data & Privacy: Striking the Right Balance - Jonny Leroy

  • 1. DATA & PRIVACY Striking the right balance Jonny LeRoy - Head of Technology @jahnnie
  • 2. WE’RE IN A VIRTUOUS CYCLE NEW TECHNOLOGY MORE DATA BETTER PRODUCTS MORE LOYALTY MORE MONEY
  • 3. PRIVACY IS DEAD GIVE ME DELIGHTFUL PRODUCTS AND I’LL GIVE YOU MY DATA
  • 4. DON’T BE EVIL PRIVACY IS DEAD THAT’S A PRETTY LOW STANDARD HOW MIGHT WE RAISE THE BAR?
  • 5. BE AWESOME PRIVACY IS DEAD WE’LL GIVE YOU BETTER PRODUCTS
  • 6. DON’T BE INCOMPETENT PRIVACY IS DEAD WE’LL KEEP YOUR DATA SECURE
  • 7. DON’T BE INCOMPETENT WHO’S BEEN HACKED THIS YEAR
  • 8. DON’T BE INCOMPETENT ARE YOU SURE
  • 9. DON’T BE INCOMPETENT SECURITY ISN’T JUST ABOUT PREVENTION TIME TO NOTICE TIME TO RESPOND
  • 10. TIME TO NOTICE HONEY POT DATA
  • 11. TIME TO RESPOND CONTINUOUS DELIVERY
  • 12. DON’T BE INCOMPETENT PRIVACY IS DEAD WE’LL KEEP YOUR DATA SECURE
  • 13. DON’T BE CREEPY WOULD YOU BE OK IF YOUR DATA PRACTICES APPEARED ON THE FRONT PAGE OF THE NEW YORK TIMES? PRIVACY IS DEAD
  • 14. REMEMBER OUR VIRTUOUS CYCLE? NEW TECHNOLOGY MORE DATA BETTER PRODUCTS MORE LOYALTY MORE MONEY
  • 15. WE’RE EXPERIENCING TURBULENCE MORE BREACHES MORE PRIVACY CONCERNS MORE MONOPOLY SOCIAL BACKLASH NSA SURVEILLANCE NEW TECHNOLOGY MORE DATA BETTER PRODUCTS MORE LOYALTY MORE MONEY
  • 18. INTERNATIONAL PERSPECTIVE BRAZIL MARCO CIVIL DA INTERNET Civil rights framework for the Internet GERMANY DATENSPARSAMKEIT UND DATENVERMEIDUNG Data minimization and data avoidance Information self-determination RIGHTS OF DATA SUBJECT VS DATA COLLECTOR
  • 19. BE TRANSPARENT PRIVACY IS DEAD WE’LL BE TRANSPARENT ABOUT WHAT DATA WE STORE, HOW WE USE IT AND WHO WE SHARE IT WITH
  • 21. ETHICAL SOURCING (FAIR TRADE) ETHICAL CUSTOMER DATA MANAGEMENT (FAIR DATA) SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY ETHICAL ENVIRONMENTAL IMPACT MANAGEMENT 70% of EU citizens have expressed concern that their personal data may be used for purposes other than it was originally collected. http://www.fairdata.org.uk/ Eurobarometer report (2011) for the EU
  • 22. IT’S NOT PERSONAL BEWARE DE-ANONYMIZATION
  • 23. The data that makes up what is termed Personally Identifiable Information (PII) is no longer static. Data that can identify you has become a moving target, it used to be over information such as name, Social Security Number, address etc, but it has become increasingly easy to uniquely identify people with composite pieces of otherwise seemingly innocuous data.
  • 24. LOYALTY IS A TWO-WAY STREET TECHNOLOGY IS SHIFTING THE CALCULUS OF WHAT IS ETHICALLY ACCEPTABLE
  • 25. FROM CLICK-STREAM TO HEART-BEAT Technology is shifting the calculus of what is ethically acceptable Psychometric every breath you take, Quantified Self IoT DNA Identity every step you take… we’ll be watching you Fine-grained location
  • 27. BE VULNERABLE PRIVACY IS DEAD HOW MIGHT LEAVING SOME DATA ON THE TABLE, OR SHARING OWNERSHIP BE A STRATEGIC DIFFERENTIATOR?
  • 29. RE-DECENTRALIZE THE INTERNET OF THINGS TAKE THE COMPUTE TO THE DATA
  • 30. BE HUMAN BE VULNERABLE BE TRANSPARENT DON’T BE CREEPY DON’T BE INCOMPETENT BE AWESOME PRIVACY IS DEAD?
  • 31. THANK YOU Jonny LeRoy @jahnnie jleroy@thoughtworks.com