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PLATFORM INTEGRITY ASSESSMENT OVERVIEW
Copyright © 2020 Accenture. All rights reserved.
Copyright © 2020 Accenture. All rights reserved. 2
CONTENTS
WHY ASSESS PLATFORM INTEGRITY
WHAT IS ACCENTURE’S ASSESSMENT FRAMEWORK
HOW THE FRAMEWORK HELPS UPHOLD PLATFORM INTEGRITY
GETTING STARTED
CLIENT SUCCESS STORIES
Copyright © 2020 Accenture. All rights reserved.
Copyright © 2020 Accenture. All rights reserved. 3
Q. WHY DOES PLATFORM INTEGRITY MATTER?
WITH INCREASING SOCIETAL, MEDIA & REGULATORY SCRUTINY OF PLATFORM PROVIDERS, TRUST IS NO LONGER A “NICE TO HAVE”, IT’S CRITICAL TO SUCCESS.
THREAT OF AI AND AUTOMATION TO JOBS AND SOCIETY
FOUNDER POWER CREATES GOVERNANCE AND CULTURE ISSUES
PRESSURE TO PREVENT PLATFORMS FROM “DIGITAL” TAX ADVANTAGE
USE OF LOW-PAID, SHADOW GIG WORKFORCES, QUESTIONABLE CONDITIONS, LAWSUITS
A BARRAGE OF BAD PRESS AROUND BEHAVIOR, BIAS, MANIPULATION, DATA PRIVACY, FAKES, ETC.
SCALE OF PLATFORMS GREATER THAN MANY COUNTRIES’ GDP; MASSIVE IMPACT AND INFLUENCE
Copyright © 2020 Accenture. All rights reserved. 4
INTEGRITY IS THE PLATFORM DIFFERENTIATOR
DEVELOPERS
CONTENT OWNERS
ENTERPRISE
SERVICES
ADVERTISERS
AND MORE …
PRODUCERSCONSUMERS
ECOSYSTEM
PLATFORMPlatform proliferation means that more and more online experiences behave
like familiar social media, property and ride-sharing, and online retail services. This is ushering in a new era of Design-
Build-and-Operate.
Dominant platforms are setting a higher and higher bar for ecosystem safeguards and assurances for
customers and compliance; they are competing on INTEGRITY
Copyright © 2020 Accenture. All rights reserved.
Copyright © 2020 Accenture. All rights reserved.
SIX PEER GROUPS SETTING A HIGH BAR:
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OUR POINT OF VIEW
SOCIAL MEDIA
FINANCIAL SERVICES / PAYMENTS
PROPERTY SHARING
RIDE AND MOBILITY SERVICES SHARING
ONLINE GOOD AND SERVICES (RETAIL AND AUCTIONING)
HOSPITALITY AND ONLINE TRAVEL
Massive expansion -> Amazon’s expansion into grocery and healthcare,
Facebook’s expansion into payments, Airbnb growing
adventure experiences…means every connected experience needs to know what “good”
Trust looks like
This approach is a) customer experience-
based, and b) utilizes Accenture’s expansive
capability network
Accenture has leveraged our
multi-industry operating presence to frame Leading/Lagging
assessment
Liquid expectations -> what’s best on any
platform is expected on all platforms
We help see what customer’s expect first, help clients determine
what “good” looks like in customer / regulator experience terms, then can
help orient internal capabilities to achieve your own competitive
advantage of Trust
TRENDS IN THE MARKET
HOW WE HELP
Copyright © 2020 Accenture. All rights reserved. 6
HOW WE HELP
ACCENTURE’S ASSESSMENT FRAMEWORK MEASURES THE “AS-IS” CUSTOMER-FACING FUNCTIONS & INTERNAL CAPABILITIES OF PLATFORMS AGAINST BEST-IN-CLASS INDUSTRY STANDARDS TO IDENTIFY GAPS & AREAS FOR TRANSFORMATION
Assess Opportunities for Improvements Through current state / future state analysis
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EVALUATE ADVISE BUILD / ENABLE OPERATE & SUSTAIN
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Understand the As-Is state of the platform’s Trust and Safety Functions & Capabilities
Analyze the gathered & available information about current state, users, challenges and opportunities
Achieve objectives by defining the future state and roadmap to enable transformation
Set-up the change management framework and deploy governance to ensure improvements & their sustenance
DIA
GN
OSI
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CH
AN
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MA
AN
GEM
ENT
& S
UST
ENA
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OPT
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Redesign Trust & Security Operating Model & Platform Landscape Create a transformation roadmap
Solution Design Implement the solution across the customer-facing functions and internal operating capabilities
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Change Management Framework Set-up the change management framework for the focus areas impacted by the transformation
Establish Governance Define governance mechanism, rules, roles & permissions for the executed Trust & Security solution framework
Process Monitoring, Control & Continuous Improvement Monitor improvements through performance indicators defined for each Trust & Security focus area
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Interview Key Stakeholders Focused interviews to assess problem areas
1
Impact Analysis Identify high impact focus areas and prioritize those
3
Perform Maturity Assessment Across: • Risk (true risk / realized
risk • Operational Efficiency
(volume / capacity) • Operational Effectiveness
(coverage / quality / efficacy)
Define Target Maturity Level Identify gaps to build the roadmap
IND
ENTI
FIC
ATIO
N
Value Analysis Identify gaps and key opportunity areas - Compare Trust & Security needs and current state with that of peers and the industry as a whole
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PRIO
RITI
ZATI
ON
Segmentation Identify the right intervention (inhouse vs outsourcing, etc.) needed to implement the transformation
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Monitor Performance Benchmark the transformation roadmap of the Trust & Security functions & capabilities with that of peers and the industry as a whole
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PLATFORM SAFETY QUALITY OF EXPERIENCE
IDENTITY & BEHAVIOR
DATA, COMPLIANCE & PRIVACY
FRAUD & PRODUCT INTEGRITY
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PLATFORM’S CUSTOMER-FACING FUNCTIONSLEVERAGING OUR INDUSTRY EXPERTISE TO ASSESS THE MATURITY OF PLATFORMS’ CUSTOMER-FACING TRUST FUNCTIONS AND DETERMINE AREAS THAT EXCEL, MEET, OR LAG CUSTOMER EXPECTATIONS OF “GOOD”
Safety Response Respond when users notify platforms that they or a third party are in danger; provide resources, information and/or assistance.
Content Reporting Allow users to report when content is
objectionable and review content against the platforms’ policies.
Abuse Investigations Investigate if specific users/actors are
misusing/abusing the platform and deploy mitigating action.
Law Enforcement Response Triage and respond to inbound inquiries from law enforcement, including legal requests for user data or takedowns.
Product Authenticity Identify products which do not exist or are materially different (e.g. counterfeit) and
remove them from the platform.
Safety Outreach Reach out and/or take action for users
identified as potentially in danger - provide them resources, information and assistance.
Proactive Identification Find content that is objectionable without
the need for users to report individual content items.
Identity Verification Map and verify the virtual identity of the user
to the real-world identity.
IP Claims & Content Orders Evaluate and adjudicate/action user
generated content IP/Copyright ownership claims and content takedown orders.
Review Authenticity Identify reviews which are inauthentic and
remove them from the platform.
Safety Education Provide resources and information to help users stay safe when they use platforms’
products and services.
Policy Education Educate users about terms of service and content policies to mitigate unintentional
violations.
Know Your Customer Based on identity and behavior, identify
users who are members of high-risk, cohort or banned organizations/groups.
User Data Requests Respond to & offer service to user requests
for personal data disclosure and/or destruction.
Payment Fraud Identify transactions that are false or
misleading, including disputes by users for services not received or not received at
value.
Product Risk Management Manage risks arising from products being offered in the real world (e.g. fire code,
building/vehicle safety, etc.).
Spam Prevention Prevent users from sending repetitive or
irrelevant content on the platform.
Account Takeover Monitor the user’s behavior and digital
fingerprints to ensure that the user is the same real-world actor. Take action if unclear.
Privacy Policy Build user-facing data use and privacy
policies, and support evolution of those policies as regulations and practices change.
Anti-Money Laundering Identify suspicious transactions and investigate potential cases of money
laundering/financial crime occurring on the platform.
Anti-Discrimination Identify cases where users are discriminating
against others, and take appropriate remedial action(s).
Content Verification Validate that third party content is accurate
and trustworthy (where violators are not looking for monetary gain).
Account Recovery Handle user inquiries indicating that access to an account has been compromised and
attempt to restore access and remediate any damage.
Privacy Audit Audit actual uses of data (including partner uses) against those in the privacy policy to ensure that user-facing privacy policies are
adhered to.
Off-Platform Payments Investigate reported transactions that occur
off-platform to determine legitimacy and purpose.
Appeals & Adjudication Manage user appeals of enforcement actions and adjudication of Trust & Safety disputes.
Threat Intelligence Understand abuse fingerprints using on- and
off-platform sources; identify problem actors, techniques & networks.
Commercial Compliance Comply with regulations, cease and desist,
local codes specific to products and services.
Refunds & Payouts Investigate legitimacy of requests for
refunds or payouts resulting from services provided on-platform.
Compliance Reporting Prepare reporting (e.g. transparency reporting) required by customers or
regulators.
Legal Action Take legal action and/or engage law
enforcement where user abuse violates law and/or causes material damage.
FOC
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Copyright © 2020 Accenture. All rights reserved. 8
PLATFORM’S INTERNAL OPERATING CAPABILITIES
SCALED SUPPORT
LEVERAGING OUR INDUSTRY EXPERTISE TO GAUGE TRUST-RELATED CAPABILITIES (TOOLS & SYSTEMS), BENCHMARKED AGAINST PEERS AND CROSS-SECTOR LEADERS
Scaled Review Execute bulk operations on demand via a manual
workforce. Despite rising automation, human judgement will remain an essential part of the review.
Training & Knowledge Management Manage training, reference materials and internal communications around policy, process & tools.
Trust by Design Provide consulting resources to line-of-business
functions to ensure trust and safety are embedded by design. Provide audit capabilities on new product
launch.
Strategic Response Evaluate, make decisions and communicate with external stakeholders in response to large-scale incidents. Able to provide policy exceptions and
comments.
Vendor Management Manage global scaled operations’ partners to ensure
high-performance delivery.
Change Management Ensure that changes to policy, process & tooling are not
disruptive to continuing operations.
Data Science & Reporting (Data Engineering)
Measure and monitor operational effectiveness and efficiency. Provide business and engineering team data for investigations, new initiatives and ad-hoc reporting.
Escalations Resolve enforcement escalations to “white glove”
clients, internal executives and respond to external events.
Quality Assurance Audit reviews and build a single source of truth to
enable quality assessment of review sites.
Policy Enforcement Defines the review process and serves as the main
source of truth for review decisions on a given policy.
Classifier Development Design and develop innovative machine learning
algorithms, systems and solutions to detect content & engagement abuse.
After-Action Reporting Evaluate decision-making after an incident occurs.
Enable continuous improvement through root cause mapping of and recommendations from case reviews.
Process Excellence Continuously evaluate effectiveness to drive efficiency
improvements.
Signal Acquisition Identify and source information that can be used as
abuse vectors. Gather and integrate external sources of information. Translate signals and data insight into
decision making.
Internal Affairs Investigate abuse of staff access to sensitive data, including leaks of personal/internal information,
inappropriate use of investigative tools and infiltration.
Wellness Ensure physical & psychological wellbeing of staff
working in Trust & Safety. Set up programs and monitor effectiveness. Respond to incidents.
Enforcement Detection Build heuristics and models to identify new areas of abuse and bring them under control. Identify spam
trends and techniques and deploy countermeasures.
Policy Design Analyze policy challenges and develop
recommendations to address them. Resolve policy challenges internally and for users.
Incubation A/B Testing of process, tools and policies to provide
design feedback during the development phase and/or to measure operational readiness during pilots.
Operations Tools & Platforms Develop/implement and maintain internal- and external-
facing tools for enforcement, reporting, communications, user portal, etc. Include engineering
and technical business teams.
T&S Public Policy Engage with NGOs, government, and industry members on important public policy challenges. Identify issues, listen to views, distill and share company perspective.
Trust Research Define the value of trust through academic research. Inform policy development based on research about
real-world impact and public perceptions.
T&S Legal Advise on how current and upcoming laws and
regulations impact initiatives, products and features. Ensure that processes comply with specialized
regulatory environments around content.
OPERATIONAL SUPPORT PRODUCT, ENGINEERING & ANALYTICS
POLICY, LEGAL & STRATEGIC RESPONSE
FOC
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ACTIONABLE INSIGHTS
Actionable areas and methods to improve ▪ Engineering and Product
Management ▪ Data Sciences and Signal ▪ Infrastructure and Tools ▪ Policy, and Operations ▪ Competitive Advantage of Trust ▪ Privacy / Compliance / Fraud
Double-click on what “good” looks like as compared to multiple industry peers
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Learn more about Accenture’s Offerings for
Software & Platforms companies
MARK EGNER CMT NA LEAD – TRUST & SECURITY
GETTING STARTED: CONTACT US TO LEARN MORE
DAVID COOPER CMT GLOBAL LEAD – TRUST & SECURITY
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