Preventing a Big Data Backlash: Information Security and Privacy Protection in 2014

Hindsight is a weird thing. Profound events come to be known not by virtue of major human advancement or scientific discovery, but by living. By being another day older. On June 4, 2013 few people knew the name Edward Snowden. By the following day Edward Snowden was fast becoming a household name as Americans and citizens around the world learned of the scope and clandestine nature of the CIA’s domestic and international surveillance programs, leaked by the 29-year-old government employee.  

Very soon terms like PRISM, XKeyscore, Tempora and metadata entered our lexicon. Snowden, it’s been estimated, stole nearly 2 million classified government files and by multiple accounts, much of the information contained within those documents has yet to be leaked. By December 2013 TIME Magazine had selected Snowden as the runner-up for The TIME Person of the Year, referring to him as the “Dark Prophet.”

I’m not so sure about the prophet reference but if Americans (or anyone else) ever needed a reminder of just how vulnerable our digital data could be, Snowden’s actions are proof. 

The Year of Data Breach Disaster 

Beyond Snowden’s data leaks, 2013 was a year filled with numerous data breaches and failed information security measures. Deal-of-the-day website LivingSocial was hacked, 50 million Evernote user passwords had to be reset, the Washington State Administrative Office of the Courts was broken into, big box retailer Target announced that up to 40 million credit and debit cards used around Thanksgiving had been illegally accessed, and in the closing hours of the year, photo sharing app Snapchat discovered that nearly 5 million of its users had their personal information (including most of their phone numbers) posted on the unlawful website, SnapchatDB.info. 

Wow. And you worried about your front door being locked. 

Yet so far none of these incidents have caused a massive data backlash like they would have several years ago. Investment in big data – systems that accumulate enormous amounts of information in order to derive business intelligence or consumer insights – remains robust, estimated to be worth $47 billion by 2017. And a survey conducted by the Allstate/National Journal Heartland Monitor just days before the NSA story broke found that 85% of Americans already believed their phone calls, email and online activities were being monitored. The consensus being that to some extent, data breaches are not a big deal and that we’ve given up our privacy and ownership of personal data for “access” to social sites and apps that are supposedly helpful to our lives.  

But trends moving in opposite directions aren’t sustainable. Sooner or later, a data security breach of such magnitude will occur that consumers will very genuinely be scared out of their complacency. Imagine if some act of cyber terrorism undermined the US power grid, putting millions of us in the dark for days or even weeks? Or what if a massive digital identity theft scheme undermined the federal government’s ability to function as a distraction tactic or prelude to more serious violence?  

Backlash Whiplash? 

The trickle-down from such scenarios would have a chilling effect on many industries, including airlines and travel companies as well as advertisers and their third-party technology providers. If some of our most vital governmental and infrastructural institutions can be so easily undermined, how will airlines convince passengers that the more data they share with them, the better and more efficient a flying experience they will enjoy?  

Likewise, advertisers and retailers are some of the most aggressive collectors and users of big data metrics. If the data we as consumers readily relinquish to these companies isn’t made secure, in time our complacency will erode and the big data investment statics estimates mentioned above will fall flat. After all, retailers and advertisers were plenty profitable before the age of big data, anyway.  

As 2014 gathers momentum, it’s time airlines, advertisers and retailers become highly transparent about how the metrics they collect are being used, who that information is being shared with (or sold to) and what steps are being taken to ensure that personal information is as secure as possible.  

By many accounts, 2013 was a disturbing year in terms of data breaches. What the year ahead holds is really anyone’s guess.  

Except, perhaps, Edward Snowden.

Beaming Mobile Messages To Your Brain

A couple of months ago some commuter trains in Germany made global headlines: a rail operator’s passengers were treated to a “marketing wonder” of windows beaming advertising messages directly into the brains of said passengers who’d happened to place their weary heads on the glass.

Called bone conduction and already used in military applications and hearing aids, early reviews of this new type of use have been mixed. Not surprisingly, the ad agency BBDO who produced the ad campaign for Sky Deutschland called it a success. Of course they would. But many responses from a Mashable article read more like: “Is this for real? Just stay out of my head. This kind of invention must be BANNED.”

I agree to a point. It is disturbing how technology this pervasive can be abused. Don’t we have enough bombardment of ads already across multiple screens and devices?

But less than two months later, there’s growing (indirect) evidence of a perceptual shift. A new Harris Interactive poll found that consumer interest in mobile advertising offers has increased sharply since 2009. Nearly half, (45%) of mobile phone owners said they were at least somewhat interested in receiving mobile alerts about new products, sales and/or promotions from preferred brands, compared with 26% of respondents who felt similarly in 2009. And of those more recent supporters, 78% said they found location-based advertising particularly useful.

Does this mean brain beaming advertising glass has silenced its detractors? Um, no. But in light of this new data, it’s not that hard to envision a future where location-aware smartphones (or wearable gadgets) will work together with personalized advertising delivered on glass in trains, buses, planes and on walls in airports, incentivizing even more purchases and “brand/brain engagement.” That includes physical purchases as well as in-app buys. In other words, “mobile” advertising doesn’t always require a mobile phone. And as smartphone adoption rates rise, consumers will grow increasingly comfortable with seeing advertisements everywhere they look.

Is there a safeguard against the world becoming one giant digital billboard?  Permission-based advertising – a point the Harris study was quick to address. Consumers must have the ability to opt out of these types of marketer outreach.

Replacing my marketing hat with that of a PR professional’s for a moment, talking glass and mobile advertising appreciation also underscores another need.

PR agencies must make mobile the connective communications tissue of their client engagement and media messaging. Considering mobile devices’ reduced screen sizes, that means thinking smaller; telling client stories in bite-sized nuggets. It also means stepping up the ways in which we promote the importance of mobile messaging and mobile advertisements to clients from the start of our relationships.

“Smart” glass may have yet to hit its stride. But Harris Interactive data confirms that mobile really is everywhere and the pushback from round-the-clock advertising is eroding faster than many communication professionals originally thought. 

Tuesday’s PR Lesson: Flood Your Clients with Facts and Figures

I love it when a progression of news stories works out like this... Yesterday, I posted a blog about how PR companies can learn to speak the economic and business language of their clients, adding to their marketing skill sets. My advice boiled down to this: become your enemy. Or, in Star Wars geek-speak, PR execs must learn to use “the force” to understand the mindset of their number-crunching counterparts, essentially getting inside their heads.

I also suggested the recruitment of business-background employees, expanded roles for in-house accounting departments and the taking of free online economic courses which have gained not only popularity of late but also legitimacy as quality teaching vehicles.

But there are other ways to demonstrate PR’s worth. It’s time for a little bragging so get out your batons.

Today, while traditional newsrooms have atrophied, PR has helped blur the lines between paid media, earned media and owned media. According to the latest estimates, the ratio of public relations professionals to journalists has increased from 1.2:1 (in the 1980s) to upward of 4:1 in 2010. Meanwhile, The Holmes Report, which ranks PR firms, estimates global PR revenues at $10 billion per year and Veronis Suhler Stevenson, a media investment group, predicted US PR spending would rise 8.3% in 2012 to $4.2 billion. Between 1997 and 2007 average agency salaries went from $38,735 to $50,499. Clearly we’re doing something right.

Then there’s recent acquisitions news with AdAge reporting that PR buys are “red hot” this year.  While AdAge was quick to point out that some of the recent buying frenzy was spurred by expected tax code changes, it reaffirmed that much of the interest lay in advertisers and marketers realizing the value of what PR companies bring to the table.

Phil Palazzo, founder and president of mergers-and-acquisitions consulting firm Palazzo Investment Bankers sized contemporary PR up like this: “PR agencies have become very adept at delivering strategic and targeted solutions over multiple channels – varying from experiential to crisis to social media to events – and for that reason they've been capturing a growing share of marketing dollars." 

Go us!

Of course, industry snapshots, in isolation, do little to convince a potential client of your agency’s worth. But whether it’s drafting that initial proposal, the weekly phone call, or the periodic visit to client headquarters, infusing your written and spoken narrative with these industry facts, can’t be a bad thing. There is a reason why pack mentality works. If everyone is choosing PR firms, why aren’t you, goes the implied subtext. The next step is placing what your individual firm does in the context of this macro-industry data.

It may astound some clients, but PR communications have been around since the days of classical antiquity. And if you go back further, information management and agenda-focused storytelling have been central to businesses for as long as business has existed.

So, the next time you find yourself on that unpleasant client call (admit it, they do happen) take some inspiration from this blog and flood ‘em with facts and figures, remind your clients that PR’s worth is often a lot more than what industry metrics state and prove to them why their business cannot live without yours.