When using big data technology for marketing, which data belongs to the user's private information?

Thoughts on the Application and Security Protection of Big Data

Wan Ping: Business intelligence analyst, expert in risk measurement and model development.

In the era of big data, for ordinary customers, the concerns about so-called privacy security and information security are actually difficult to remove by themselves. The author has been committed to enterprise data analysis and data application, especially from the perspective of enterprise data use to talk about data security.

First, analyze the data professionally and use the correct data.

In the process of big data application, enterprises should clarify data attributes and data uses. Information that is not often used by enterprises but involves customers' privacy should be kept strictly confidential, such as basic information such as name, ID number, mobile phone, email address, work unit, home address and license plate number. , which is absolutely unique to customers, is the most critical private information of customers, but it does not have any analysis function in essence, and it is not direct for enterprises to study consumers' consumption habits, social networks, market preferences, product research and development, service operation, etc.

2. Never abuse the unique information of customers at will.

It is understandable that enterprises try to obtain and analyze customers' consumption habits, trading behaviors, social networks, product preferences and other data in order to improve their operation services, product supply and pricing strategies, which is also a manifestation of their market competitiveness. However, people living in the Internet age have long been trapped by various marketing messages and fraudulent phone calls. The emergence of this dilemma, whether it is independent by enterprises or stolen by criminals, is a random abuse of customers' private information and an immoral trampling on customers' personal, property and safety.

Third, in the era of big data, the law should emphasize the protection of the weak.

Although there are various advanced personal information security protection technologies in the era of big data, they are not enough. For example, it is reported that when depositors encounter the disappearance of funds in bank accounts, the withdrawal of counterfeit money by ATM machines, and the theft of credit cards, banks with big data such as audio, video and transaction records require customers to provide evidence, which undoubtedly puts customers in a weak position, but the law does not stipulate it, which is obviously unscientific. At the same time, public security organs should fully unite big data from various industries to safeguard justice for the old lai people who deliberately defraud financial institutions and run away in debt.

Big data is an inevitable product of the progress of the times, but the information security that comes with it is an important aspect of testing corporate ethics and social legal system. Therefore, on the one hand, we should use big data to improve the product quality and service quality of enterprises; On the other hand, it is also necessary to effectively protect the information security of customers.

In the era of big data, customer privacy will be less and less.

Shi Yun: Executive Director and Director of R&D of CC-CMM Standards Organization.

A few days ago, there was a joke circulating on the Internet: a customer called to order pizza, and the customer service staff reported his home address and all telephone numbers according to his membership card number, recommended the pizza taste suitable for him according to his medical record and library borrowing information, recommended cash payment according to his credit card and mortgage arrears information, and even accurately located him 30 minutes away from the pizza shop by motorcycle. ...

We live in the era of big data, and big "big data" is not only a big data capability, but also a powerful data capture, integration and analysis capability. It is undeniable that big data brings us convenience in life, but also brings immeasurable commercial value to enterprises, especially the arrival of mobile Internet, which allows everyone to connect to the Internet with different terminal portals anytime and anywhere. All data are captured, integrated and analyzed by enterprises in various forms. As a result, our company knows everything. The company can send you advertisements and promotional information anytime and anywhere according to your hobbies and your positioning information. In this era, data security, especially personal privacy issues, is increasingly plaguing more and more people around us. Undoubtedly, the more customer data, the more information can be analyzed, but the privacy of customers will be less and less. How to protect customer data and privacy in the era of big data is a problem that we have to face.

Talking about Enterprise Big Data and Big Data Security

Hello: General Manager of Huayuan Zhide (Beijing) Technology Co., Ltd. and Senior Consultant of Enterprise Performance Management.

Big data is not a new concept. Any enterprise has been creating and owning big data since its birth. The primary task of data security in big data environment is still to prevent illegal access and invasion of data. However, due to the characteristics of big data, its security architecture is different from the traditional enterprise information system security. For the security of big data, enterprises will face increasingly difficult challenges. For example, it is difficult for enterprises to trace the reasons for the loss of files, and it is difficult to confirm whether an unstructured file containing sensitive data information (such as Word and Excel files) has been passed to people who shouldn't have it.

Even so, the emergence of big data technology has brought opportunities for big data security. The current big data technology can collect structured and unstructured data, collect and classify data according to predetermined rules, and monitor and analyze in real time according to predetermined rules, which greatly improves the technical means of illegal access and intrusion detection of big data by enterprises. Driven by this background, the future data security monitoring objects will not only be the security of information system accounts, permissions and data, but also the data existing in various carriers in enterprises will become the security management objects, such as e-mail, the contents of bidding quotations and so on.

In this architecture, in addition to big data technology, information security visualization with the help of business intelligence also helps enterprises to prevent information security. Establish a unified view of enterprise data security, and present security screening clues and evidence according to security features, security objects and business objects, so that administrators can more easily understand the nodes, causes and possible security risk trends of security problems, and thus formulate more perfect security policies.

Privacy protection of enterprises and individuals in the era of big data

Huang Chengming: data management consultant and trainer.

Since 20 14, everyone has really felt the coming of the era of big data. You can tell several big data cases, such as big data helping Obama to be re-elected, Microsoft Big Data successfully predicting the Oscar 2 1 award, the hit TV series House of Cards calculated by big data, Baidu predicting the composition of the 20 14 college entrance examination, and so on.

However, the side effect of big data is that personal privacy has nowhere to hide. We produce all kinds of data every day, which can basically be captured by machines, programs and so on. Web browsing records will be tracked by machines, shopping records will be used by businesses, and walking on the street will also be tracked by ubiquitous Wi-Fi. ...

So, in the era of big data, how can individuals protect their privacy?

1, improve personal safety awareness, and don't easily upload your personal information to the network or leave it with merchants. Now merchants can't wait for you to fill in all your family information when they apply for membership cards. For example, the author just applied for a fitness card not long ago and asked for an ID number when applying for registration. Of course, I refused. Personal important information includes mobile phone number, WeChat Weibo number, QQ number, ID number, bank card number, social security number, etc.

2. Get into the habit of clearing useless information at any time, such as deleting your online records regularly and shredding files that record your important information (including phone records and bank card bills, etc.). ) and throw them into different garbage baskets.

3. Don't download strange software at will, don't add strange accounts such as WeChat, don't scan QR codes at will, and use social networks carefully.

For enterprises, protecting their business secrets is also a top priority:

1. It is necessary to establish a set of enterprise information confidentiality system, such as hierarchical management of important information, training and supervision of employees' earnest implementation. If possible, enterprises can set up the position of privacy officer.

2, enterprises must deploy network security equipment, one is to prevent external attacks, and the other is to track the flow of enterprise information.

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