[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/06\/15\/big-data-security\/#Article","articleBody":"I cannot overstate the importance of big data security. These days, every customer interaction is packed with valuable data brands can learn from. But every piece of data collected is also a potential security risk. In this age of business being driven by data, how can companies get the insights they need, while ensuring security and compliance?\nBrands rely on data understand their customers \u2013 who they are, what\u2019s important to them \u2013 so they can deliver experiences that set them apart from the competition. But that understanding is contingent on trust. Customers will only share their data if they\u2019re confident it will be safe and their preferences will be respected.\nIt sounds simple enough, but the sheer amount of data companies collect is massive (hence the term, \u201cBig Data\u201d). Ensuring its security is as complicated as it is critical.\nWhat is big data?\nBig data refers to collections of data that are so large, they\u2019re impossible to manage (much less learn from) using traditional, manual processes.\nI first heard the term, \u201cbig data\u201d in an information systems course in college. I thought it was a funny name in a field laden with uber-technical language. Almost like an inside joke, or a goofy way to put emphasize its importance (e.g., \u201cthere\u2019s data, and then there\u2019s DATA. All caps. Big data.\u201d)\nBut, that\u2019s exactly what it is. Data so big, it\u2019s in a class of its own.\nHave you ever built a spreadsheet to track key information for a project, only to have it quickly snowball and become unruly and unmanageable? It\u2019s a lot like that, but multiplied to the nth degree.\nWhat do we mean by \u201cbig,\u201d exactly? The three Vs of data:\nVolume (the sheer amount of data collected)\nVelocity (how quickly the data comes in)\nVariety (how many different types of data are collected)\nCustomer data is incredibly valuable, so it makes sense that companies want to collect as much as possible. But at this scale, they need dedicated solutions to manage, interpret, activate, and secure it.\n \nEthical data marketing is what big data demands: CDP for better data\n   The era of the privacy-first web is coming, but data isn't going away! Retailers can adapt with aggregated and first-party data \u2013\u2013CDP, or a Customer Data Platform, protects customer data.  \nFortify big data security with a CDP\nThankfully, modern data management systems have been designed specifically to handle big data complexities. And that includes big data security.\nCustomer data platforms have gained a lot of notoriety for their ability to turn vast amounts of customer data into valuable, actionable insights and comprehensive profiles. They process all of a company\u2019s customer data \u2013 including consent data and preferences.\nCDPs consolidate all your customer data \u2013 from every collection system \u2013 into a single database. That database then feeds into various downstream systems to be used by customer teams.\nWhen data is stored in multiple, disparate systems, you can lose track of what data you have, how it\u2019s collected, and where it exists. And you can\u2019t secure something you can\u2019t keep track of.\nWhen all your data is in one place, you know exactly what you have, where to find it, and how it\u2019s being used. It also lets you:\nHonor your customers\u2019 privacy preferences everywhere on their journey\nProvide a paper trail for your data\nCollect only the data you actually need\n1. Honor your customers\u2019 privacy and consent preferences everywhere on their journey\nOrganizations must understand and respect their customers\u2019 privacy and consent preferences if they want to build trust. That is a lot easier to do with a data platform that feeds into downstream systems.\nFor example, if a customer decides to change their permissions, you only need to change it in one spot \u2013 the CDP. Since the other systems pull from there, the update will be shared everywhere else.\nYou can also filter what data is shared with other systems and tools based on its use (the \u201cpurpose\u201d). If a customer has consented to share their data for a specific purpose, the CDP will only share that data for that use case.\nFor example, say a customer shares their address but only for order updates. If the marketing team were to submit a query regarding an upcoming campaign, the CDP would not share that customer\u2019s email address, since the campaign does not apply to the terms set by the customer.\n \nCIAM: What is customer identity and access management?\n   What is Customer Identity and Access Management (CIAM), and how can it protect your business and boost CX? We've got the answers in this primer on CIAM.  \n2. Increase transparency and provide a virtual paper trail for your data\nCustomers today want to be able to know how their data is being used at any given point. And certain regulations like GDPR require companies to be able to tell them.\nAs one analyst explains,\n\u201cA CDP acts as sort of a paper trail for data. You can see where your customer data came from which is especially important in terms of compliance and privacy regulations like the GDPR and the CCPA. From a marketing perspective, you can also say with certainty that you don\u2019t collect data from third-parties or that you only collect certain kinds of data. That\u2019s what customers want.\u201d (Forbes.com)\nWith big data, it would be impossible to track that information manually. But CDPs keep track of how, when, and where all that data is shared. So whether a customer asks for it or you\u2019re undergoing a routine data audit, you have the receipts for your data practices.\nIncreasing transparency demonstrates accountability and helps build trust. That trust is crucial for high-value, long-term customer relationships.\n \nCustomer trust: A true definition, value, and 5 tips to earn it\n   To compete, you need to deliver outstanding experiences. To do that, you need valuable customer data. And to get that, customers need to trust you.  \n3. Understand what data you use, so you can collect only what you need\nDoes your company use all the data it collects? If you\u2019re collecting data you don\u2019t need, you\u2019re taking on unnecessary risk.\nWith AI and machine learning, CDPs can identify patterns in big data quickly and accurately. So you can see how the data is being used by your teams and get a sense of what\u2019s working, and what\u2019s not.\nCDP: Your big data security system\nCompanies cannot afford to take data security lightly. And when dealing with huge swaths of complex data, it\u2019s imperative that you have a system in place to give you peace of mind, just like a home security system would. Customer data platforms give you a wholistic view of your data, making it easier to\u00a0use and\u00a0secure critical customer information.\nWhat are the data privacy issues keeping execs awake at night? We\u2019ve got them \u2013 and the solutions \u2013 HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/06\/15\/big-data-security\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/06\/15\/big-data-security\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2017\/08\/Emily_Kelly-150x150.jpg"},"name":"Emily Morrow","sameAs":["https:\/\/twitter.com\/emkmorrow","https:\/\/www.linkedin.com\/in\/emilykmorrow\/"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/emily-kelly\/"},"dateModified":"2021-08-25T02:14:17+00:00","datePublished":"2021-06-15T05:02:02+00:00","description":"Customer data is valuable, but also potentially risky. Learn how to fortify your big data security with a customer data platform.","headline":"Big data security: What it is, the risks, and how to fortify it","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/06\/15\/big-data-security\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/05\/CDPSecures_1200x375-1200x630.jpg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/06\/15\/big-data-security\/","name":"Big data security: What it is, the risks, and how to fortify it","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/06\/15\/big-data-security\/#Article"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"15","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/06\/\/15\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Big data security: What it is, the risks, and how to fortify it","item":"https:\/\/www.the-future-of-commerce.com\/2021\/06\/15\/big-data-security\/#breadcrumbitem"}]}]