SXSW Interactive 2018 Holly Rollo CMO RSA 'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK'
•
1 gostou•243 visualizações
'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK'
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (12)
Semelhante a SXSW Interactive 2018 Holly Rollo CMO RSA 'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK'
Semelhante a SXSW Interactive 2018 Holly Rollo CMO RSA 'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK' (20)
Mais de FortuneCMO, LLC
Mais de FortuneCMO, LLC (20)
Último
Último (20)
SXSW Interactive 2018 Holly Rollo CMO RSA 'WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK'
- 1. WHAT EVERY MARKETER MUST KNOW ABOUT CYBERCRIME & DIGITAL RISK Holly Rollo CMO & SVP, RSA Security @hollyrollo #CyberCMO
- 4. SURFACE WEB Open Network DEEP WEB Closed Network $2.1 TRILLION C Y B E R C R I M E I S B I G B U S I N E S S DARK NET Anonymous Network 4% 96%
- 5. THE DIGITAL CRIME ECONOMY
- 6. SOCIAL MEDIA ACCOUNT $5 FAKE CREDIT CARD $10 US BANK ACCOUNT $150 EVERYTHING IS FOR SALE FAKE ID $15 English DENIAL OF SERVICE ATTACK $30 an hour
- 7. DIGITAL DOSSIERS CREDIT INFORMATION PROPERTY OWN ER SH IP PERSONAL IN TER ESTS ON LIN E PU R C H ASE H ISTORY EDUCATION & AFFILIATION S C R ED EN TIALS & SITES VISITED LOC ATION & TR AVEL H ISTORY ONLINE H AB ITS & B EH AVIOR S B AN K IN G & INVESTMENTS COMMON AD D R ESSES CITIZENSHIP INFORMATIONP A S S NUMBER & AGE OF CHILDREN 0+ POLITICAL PR EFER EN C ES MEDICAL HISTORY
- 8. THEFT SABBATOGE MANIPULATION EXPLOITATION
- 10. ORGANIZATIONS ARE ON THEIR OWN THE INTERNET IS INHERENTLY INSECURE THERE’S NO GOVERNMENT AGENCY PROTECTING BUSINESSES
- 11. Remote Client Cable/DSL Modem Firewall Main Switch Network Printer Tele NetworkInternet ISP Mobile Devices Wireless Access Point ScannerClient Workstations Application Server Modem Backup Storage Device Windows Storage Windows Server Cloud Apps S E C U RIT Y O P E R AT IO NS C E N T E R
- 12. C O M P L E X I T Y S E C U R I T Y REALITY: COMPLEXITY IS THE ENEMY OF SECURITY
- 13. IT S E C U R IT Y G R O W I N G AT TA C K I N G P O W E R O F C YB E R C R I M I N A L S L AC K O F S K I L L S L A C K O F B U D G E T L AC K O F AG I L I T Y C YB E R T H R E AT S M U LT I P LYI N G D I S A P P E A R I N G P E R I M E T E R CURRENT IT SECURITY CHALLENGES
- 14. 7%7% Source: RSA Cybersecurity Poverty Index CURRENT STATE OF CYBER SECURITY AD VAN T AG E D D E VE L O P E D S I L O E D D E F I C I E N T N E G L I G E N T Overall capabilities among all companies 18%27% 41% 75% SELF REPO RT T HAT T HEY ARE AT RISK
- 16. MARKETING SPENDS MORE ON TECHNOLOGY THAN IT 3.2% of revenue on average
- 17. TODAY, IF YOU ARE IN MARKETING SECURITY “” YOU ARE IN IT
- 18. H A L F A R E L E S S T H A N 3 Y E A R S O L D 6 3 % B R E A C H E S T R A C E D T O T H I R D P A R T I E S O N L Y 1 0 % O F C O M P A N I E S D O V E N D O R S E C U R I T Y A S S E S S M E N T S
- 19. H A L F A R E L E S S T H A N 3 Y E A R S O L D 6 3 % B R E A C H E S T R A C E D T O T H I R D P A R T I E S O N L Y 1 0 % O F C O M P A N I E S D O V E N D O R S E C U R I T Y A S S E S S M E N T S T H I R D PAR T Y R I S K
- 20. MODERN MARKETING INFRASTRUCTURE EXAMPLE Eyeballs Web Platforms Engagement Community Metrics Social Localization CRM Retargeting Customer Support Web Analytics Paid Media Web Infrastructure Marketing Automation Click to Chat Customer Communication EnrichmentWebinar UX/Landing Pages SEO Interoperability Internal Communication Customer Feedback Business Analytics 5 1 1 1 2 2 4 1 1 1 3 1 1 3 6 2 2 3 1
- 21. MODERN MARKETING INFRASTRUCTURE EXAMPLE Eyeballs Web Platforms Engagement Community Metrics Social Localization CRM Retargeting Customer Support Web Analytics Paid Media Web Infrastructure Marketing Automation Click to Chat Customer Communication EnrichmentWebinar UX/Landing Pages SEO Interoperability Internal Communication Customer Feedback Business Analytics 5 1 1 1 2 2 4 1 1 1 3 1 1 3 6 2 2 3 1 84 A V E R A G E N U M B E R O F M A R T E C H A P P L I C A T I O N S I N A N E N T E R P R I S E
- 22. MODERN MARKETING INFRASTRUCTURE EXAMPLE Eyeballs Web Platforms Engagement Community Metrics Social Localization CRM Retargeting Customer Support Web Analytics Paid Media Web Infrastructure Marketing Automation Click to Chat Customer Communication EnrichmentWebinar UX/Landing Pages SEO Interoperability Internal Communication Customer Feedback Business Analytics 5 1 1 1 2 2 4 1 1 1 3 1 1 3 6 2 2 3 1 84 U S E R A C C E S S R I S K D ATA P R I VA C Y R I S K
- 23. 73%75% YET, W E ASSUME DATA SECURITY IS SOMEONE ELSE'S’ PROBLEM SELF- REPORTED RISK CLOUD APPS NOT MONITORED BY IT Source: RSA Cybersecurity Poverty Index
- 24. 73%75% YET, W E ASSUME DATA SECURITY IS SOMEONE ELSE'S’ PROBLEM SELF- REPORTED RISK CLOUD APPS NOT MONITORED BY IT Source: RSA Cybersecurity Poverty Index C Y B E R I N C I D E N T R I S K
- 25. IT 75% believe marketing is most likely to cause an incident 75% of marketing and IT agree that marketing is knowingly using IT workarounds & shadow IT MARKETING Cyber risk, data sensitivity, impact threshold & protocols not well understood 74% say security not a major decision factor in evaluating vendors Source: RSA CMO Digital Transformation Study, 2017
- 27. Social behavior Personally identifiable information Credit card or payment card industry (PCI) information IT security information Social security numbers Protected health information Sensitive identifiable human subject research Purchase history Driving/criminal records Location history Browsing data DATA EXPLOITATION SUPPLY CHAIN T H IR D PA R T Y A P P S T H IR D PA R T Y IT S E R V IC E S A G E N CIE S D ATA B R O KE RS AT TACKERS A D E X C H ANG ES
- 28. HIPAA PCI DSS SOXISO FERC NERC FFIEC OCC NIST CSF State RegsSAAE 16 SOC Country Regs GLBA NEW REGULATORY FOCUS IS NOW ON DIGITAL DATA GDPR
- 29. NEW REGULATORY FOCUS IS NOW ON DIGITAL DATA GDPR OF REVENUE 4%
- 30. NEW REGULATIONS YOU NEED TO KNOW … The law follows the data Where your data is Who has access to it How it’s being protected What the breach protocol is
- 31. V T E C H ~ 1K news stories IN S TA G RAM > 2M news stories A N T HE M ~ 40K news stories C L IX S E N S E <100 news stories SMALL EXPOSURES BIG IMPACT
- 32. 80% Enterprises said they were compromised last year Investors would be discouraged from investing in a hacked company 80% Report having a breach communication plan (<$1B revenue) 37%
- 33. DATA SECURITY IS NO LONGER AN IT PROBLEM IT’S A BUSINESS RISK PROBLEM… …WITH MARKETING ON THE FRONT LINES
- 34. T R ADIT IO NAL O M N I- C H A NNE L L O W R IS K H IG H R IS K S IM P L E C O M P L E X
- 35. Digital Transformation Elevates to a Risk Challenge Across Functional Silos P E O P L E Marketing Must be a Digital Risk Advocate Marketing & IT Security Need to Address Integrations to Drive Visibility, Insights and Proactive Risk Decisions T E C H N O L O G Y Marketing Must Build Security & Risk into MarTech Strategy Protocols/Controls Must be Balanced with Agility/Innovation P R O C E S S Marketing Must Become a Digital Risk Best Practice T R E N D S Lack of Holistic Visibility & Monitoring of the MarTech Infrastructure End-to-End M A L I C E R I S K S Breach Detection, Response & Management R E Q U I R E M E N T S Digital Transformation & Virtualization of the MarTech Infrastructure in the Cloud with ‘Shadow IT’ M O D E R N I Z AT I O N R I S K S Third-Party Risk User Access & Behavior New Data Privacy & Governance Laws Now Impact Marketing M A N D A T E S R I S K S Heavy Fines Reputational Damage M AR K E TI N G M U S T B E C O M E A N E X P E R T O N M AN AGI N G D I GI TAL R I S K SUMMARY
- 36. OUR OBLIGATION… …IS ALSO AN UNPRECEDENTED OPPORTUNITY IN OUR QUEST FOR TO PROVIDE THE ULTIMATE CUSTOMER EXPERIENCE
- 37. THANK YOU! Holly Rollo CMO & SVP, RSA Security @hollyrollo #CyberCMO