The Story of Data, Part 5: Where are we going?

MarTech Today – June 5, 2018

 

With AI and machine learning, algorithms and emerging tech, the sky — beyond the cloud — is the limit

Throughout this Story of Data, we’ve talked about where we are now and how we got here. We’ve questioned who owns data and whether it will ever really be secure.

So, what does the crystal ball say about the future of data?

Buckle up. No matter what happens, it’s going to be an interesting ride.

A study in contradictions

Just as we sit on a tinderbox of massive amounts of data surrounded by a maelstrom of emerging technology, we are also facing much stronger data privacy laws, led by the European Union’s (EU) General Data Protection Regulation (GDPR), which is now in full force.

Europe is also expected to pass the ePrivacy Regulation this year, which is focused on the electronic side of handling data. And in the US, Vermont recently became the first US state to pass a law tightening the reins on personal data brokers, and California lawmakers have proposed a ballot initiative that would give consumers additional data subject rights.

But customers want more. The 2018 Internet Trends report from Kleiner Perkins analyst Mary Meeker identifies a “privacy paradox” where customers want their data protected but are willing to share personal information if they see a clear benefit.

We’ve talked about this dichotomy between data innovation and privacy protection throughout this series, but nowhere is it more apparent than when we ponder the future.

There are a lot of unknowns. But we can make some assumptions.

Read the full article here.