Big Data is the future – we need data to train Artificial Intelligence, for instance for a better customer service or for a more targeted marketing. But how does it fit together with GDPR? We spoke about this topic with Ali Baccouche, Regional Information Security & Data Privacy Officer EMEA of the US technology company Texas Instruments.
Ali Baccouche is the Information Security and Data Protection Officer for Texas Instruments. He is responsible for privacy compliance and information governance for the EMEA region. Ali is responsible for identifying Texas Instruments data strategy as an element of the company’s product and business strategy as well as for the management of privacy and data protection compliance and regulatory engagement.
Before joining Texas Instruments, Ali was at AXA for twelve years where he lead the security, business continuity and data privacy function for Germany delivering security and privacy advice to senior management such as undertaking risk assessments for various strategic business projects.
Prior to joining AXA, Ali worked at Cable & Wireless USA (now Vodafone) for four years as International Network Development Manager responsible for developing and implementing Cable & Wireless global network expansion and investment plans in Asia Pacific and South America.
GDPR as an opportunity
Data is said to be the new gold but in Europe especially, the GDPR makes it increasingly difficult to capture customer data and use it meaningfully. What are the opportunities of GDPR for customer service?
I believe GDPR provides the perfect opportunity to enable better governance over a company’s assets, which if built well could even help product roadmaps by providing better insights into the customer data, which in turn means better return on marketing spend. In the long-term those businesses that embrace this culture-shift most successfully will emerge with a competitive advantage over those that don’t commit so genuinely.
Tips for SMEs
What do small and medium-sized companies have to take into account in terms of GDPR? Can you give us three specific tips?
Aside from the GDPR, responsible data handling is a basic principle of good business upkeep. Now that GDPR is in force, small and medium-sized businesses should be proactive by monitoring for any new guidance, updating and managing the company’s record of data processing, and continuously review organizational practices in order to capitalize on the key potential benefits of GDPR, such as the ability to increase data security, enhance customer centricity, and improve brand confidence among customers.
Data as a basis for Artificial Intelligence
In your opinion, how can businesses generate good quality data to fuel chatbots and AI?
In my opinion, businesses can generate good quality data to fuel chatbots and AI by first ensuring that their data is well structured and centrally managed (in one system) and accessible. Given the right tools, they can improve the quality of data, and in turn create efficiencies and ensure consistency across data sources.
It also provides the benefit of lowering the upfront and ongoing costs of managing that data. Putting this into practice would require constant maintenance to keep up-to-date, tweaking as requirements change, periodic reviews, continuous feedback and maintenance.