With the EU’s sweeping GDPR privacy laws and the upcoming California Consumer Privacy ACT (CCPA), companies have to figure out how to deal with keeping private data private — or face massive fines. Segment announced a new Privacy Portal today that could help companies trying to remain in compliance.
Segment CEO and co-founder Peter Reinhardt says companies have built a false dichotomy between personalization and privacy, and he says that it doesn’t have to be that way. “We’ve noticed that a lot of companies feel this tension between privacy and growth. They basically see a paradox between being either privacy-respectful versus providing a very personalized experience,” he said.
The new Privacy Portal is designed to be a central place where customers can sort their data in an automated way and create an inventory of what data they have inside the company. “By introducing a single point of collection for all the data, it creates a choke point on the data collection to allow you to actually govern that, a single place to inspect, monitor, alert and have an inventory of all the data that you’re collecting, so that you can ensure that it’s compliant, and so that you can ensure that you’ve got consent, and all of those things,” he said.
The way this works is that as the data comes into the portal, it automatically gets put into a bucket based on the level of concern about it. “We are basically giving customers monitoring and a consolidated view over all of the different data points that are coming in. So we have matches that basically look for things that might be PII, and we automatically grade most of them with green, yellow or red in terms of the level of potential concern,” Reinhardt explained.
On top of that, companies can apply policies, based on the grades, say letting anything that’s green or yellow through, but preventing any red data (PII) from being shared with other applications.
In addition, to make sure that the product can connect to as many marketing tools as possible to get the most complete data picture, the company is releasing a new feature called Functions, which lets customers build their own custom data connectors. With thousands of marketing technology tools, it’s impossible for Segment to build connectors for all of them. Functions lets companies build custom connectors in a low-code way in instances where Segment doesn’t provide it out of the box.
The two tools are available to Segment customers starting today.