To mark Data Privacy Day on 28 January, CrowdComms information security manager Donna Fielding reflects on the need for strong data security and legal compliance.
The rise in virtual events accelerated by the pandemic, coupled with the vast growth in technical abilities of the event tech platforms, has meant there has been a huge proliferation in data obtainable to event organisers.
Donna FieldingAttendee journeys can now be tracked from the very first moment they visit the event website through to who they meet and how long the attendee interacts with the event itself.
Two of the main stakeholders within events' attitudes and desires for data can differ greatly: event organisers who want to collect as much data as possible; and the event attendees who are becoming increasingly more conscious with how their data is used.
Keeping these perspectives in mind, organisers can safely deliver engaging, immersive and interactive events for audiences with an increasingly sophisticated understanding of the value of their own data.
Risks in cyber security
For organisers, delivering a successful event starts with choosing a platform partner who will take care of the nitty-gritty detail and ensure that both legal compliance is met and that the attendees are comfortable giving out personal information.
However, collecting this data comes with risks to attendees, event organisers and the businesses they are delivering events for. According to the EY Global Information Security Survey 2021, nine out of 10 of UK businesses have experienced a recent increase in disruptive attacks, and cyber security is under increasing pressure, with 81 per cent of information security executives worryingly reporting that the pandemic has forced organisations to bypass cybersecurity processes.
In many large and enterprise businesses, information security officers (ISOs) have had to quickly develop new strategies to establish long-term secure connections for remote working at scale. To manage business continuity, ISOs have had to create new systems to manage the risk of cyberattacks on home workers using private networks, while at the same time, balancing this with the basic need for meaningful human engagement and interaction.
Keeping personal data secure
Event attendees are also becoming more security conscious on a personal level. The changes in Apple’s privacy policies and marketing in response to consumer demand is one example of this and individuals are becoming more cautious before providing their data to a platform or app. Organisers need to build their attendees confidence, reassuring them that their data will be respected enough for would-be attendees to provide their data in the first place.
With so many employees still working remotely, many IT and corporate ISOs are on high alert as to how and when their staff attend virtual events.
Sensitive industries such as banking, law, public sector and government are clamping down on how their employees interact with virtual events on their work devices. The more educated attendees are about the dangers of sharing information, as well as ransomware and the prevalence of phishing, the better able they will be to keep their organisation safe and compliant.
So how can organisers gain the trust of their attendees when asking for personal information? Firstly, through data transparency – event attendees need clarity from the organisers as to how their data will be used and stored.
Secondly, event organisers can gain trust through personalisation and customisation on the standard GDPR regulations. The best event platforms allow organisers to set their own levels of privacy and ultimately give the power over their own data to the delegates. This allows attendees to feel confident and in control of how they’d like to interact with the event and is more likely to increase engagement. Vital for those delivering events within particularly data sensitive sectors.
For example, customisable security settings allow organisers to adjust settings and the text displayed to attendees. We recommend the highest settings to minimise risk to the organiser.
Successful events
Technically speaking, platforms are the data processor; event organisers are the data controller and therefore the ultimate responsibility is on the event organiser to make sure they understand the data privacy and know their attendees’ requirements.
Understanding how your target attendee wants and needs to interact with your event will result in successfully meeting event objectives and return on investment for organisers and attendees alike. The number of data points maybe lower for the event organiser, but the experience will be more invaluable for the attendee.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
