Who's who in the data economy
The data value chain in five links and the players in each: producers, platforms, brokers, hosting providers, advertisers, regulators.
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A few cards from the deck
Data economy: what is it?
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All the activities that create value by collecting, exchanging and using data.
Data is both a by-product of usage and a resource: a free service can be profitable there because its data is worth money.
A data-cleaning company fixes duplicates and cross-references customer databases. Which link of the chain does it belong to?
- Processing
- Collection
- Storage
- Monetisation
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Processing
Cleaning and cross-referencing prepare data before analysis. Collection gathers it, storage keeps it, monetisation earns revenue from it.
A data broker … files from various sources to resell a richer view of people.
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A data broker cross-references files from various sources to resell a richer view of people.
Cross-referencing creates the value: a file of addresses and a file of purchases, once joined, say far more than either alone.
Data value chain: what is it?
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The sequence of steps that turn a raw datum into value: collection, storage, processing, analysis, monetisation.
Each link has its own players and added value: data collected but never analysed earns nothing.
A start-up rents servers from a cloud provider to store its customer file, which it uses for billing and reminders. Under the GDPR, who is the controller of this processing?
- The provider, because it owns the servers
- The start-up, which decides the purposes and means
- Nobody, as long as the data is encrypted
- The CNIL, which holds a central register
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The start-up, which decides the purposes and means
The controller is whoever decides why and how data is used. The provider is merely a processor: it acts on behalf of someone else.