Comprehensive course analysis
Who should attend
- CIOs and CTOs
- Mid- and senior-level marketing managers
- Brand and product managers
- Data scientists and analysts
- Web developers
- Tech leaders and IT professionals
About the course
With the expansion of regulation and consumer protection mandates, data privacy has emerged as one of today’s most urgent and complex marketing and technology issues. It’s now something for which every organization must develop an effective strategy.
Many countries have passed restrictions on how marketers can use data in order to protect customers. While this can limit the business value of data, there are solutions that can enable you to provide data protection while also maximizing the data’s business value.
Throughout this program, you will calculate accuracy, uniqueness, privacy violations, and other metrics that will enable you to implement appropriate data policies and strategies that will enhance privacy while minimizing negative impacts to your business.
To be most successful in this program we strongly recommend having prior experience in statistics or marketing analytics. For the best experience in this program, it is recommended to take these courses in the order that they appear.
Data Privacy in Marketing
In this course, you will explore your organization’s current data privacy approach and assess how vulnerable your customers’ personal identification data is to data breaches. First, you will explore various categories of data breaches, both intentional and unintentional. You will then determine the privacy risk for your customer data by classifying each data element’s identifiability and sensitivity. Next, you will explore the Organization Data Privacy Journey model and assess where your firm is in that journey. By the end of this course, you will have drawn the connection between data privacy and risk through the exploration of customer relationship management and digital advertising use cases.
Defensive Data Strategies
Data Protection Solutions
In this course, you will create the best data protection solution to optimize marketing insights for your organization. There are privacy issues and risks associated with customer data as well as various tactics to reduce the identifiability of individuals, while also maximizing revenue from that customer data. By exploring graphical techniques, you will choose the point at which you can best maximize profitability and customer privacy. This course will guide you through a four-step process that will transform your data. In addition to existing best practices, this course explores a cutting-edge technique that allows you to use synthetic data to maximize a firm's revenue.
Defensive Data Strategies is required to be completed prior to starting this course.
Emerging Data Privacy Challenges
Unstructured data is more difficult to protect than data that is structured. In this course, you will examine new and emerging data privacy issues and solutions surrounding unstructured data. This data includes textual data, time series data, and spatial-temporal data (e.g., mapping and location apps). You will also explore Internet of Things (IoT) data, how it can add value to your organization, and the accompanying privacy issues associated with that data. While striving to maximize revenue for your organization and simultaneously respect the privacy of your customers, you will explore the privacy challenges associated with geospatial data and ways to mask your customers’ identities. In the final phases of this course, you will consider different strategies for achieving differential privacy to both satisfy your organizational business goals and protect your customers’ privacy.
Key course takeaways
- Map your organization’s data privacy journey
- Assess risks and vulnerabilities to customer data in your organization
- Determine the best defensive strategy for data usage under privacy constraints
- Create the best data protection solutions to maximize your marketing insights
- Determine strategies to handle privacy with unstructured data
What you'll earn
- Data Privacy Strategy Certificate from Cornell Johnson Graduate School of Management
- 40 Professional Development Hours (4 CEUs)
Sachin Gupta is Henrietta Johnson Louis Professor of Marketing at the SC Johnson Graduate School of Management. Professor Gupta''s research focuses on analytical models of marketing phenomena, including discrete choice models of consumer behavior, marketing mix models, measurement of returns on m...
Matthew Schneider develops data protection methodologies for real world data sources (e.g., text, customer-level data, or third party datasets) to protect consumer privacy. Importantly, his methodologies also preserve the value of a variety of business use cases. He is an Assistant Professor of B...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.