As an analyst within Santander Bank Polska S. A., you have been tasked with considering ways in which customer data can be used to further assist Santander Bank Polska S. A. with its marketing campaigns. As a further task,

Assignment Task

Your Task

Consider below information regarding the Santander Bank Polska S.A. data breach. Read the case study carefully and using the resources listed, together with your own research, complete:

• Part A (Industry Report)
• Part B (Application for data access presentation)

Brief

As an analyst within Santander Bank Polska S. A., you have been tasked with considering ways in which customer data can be used to further assist Santander Bank Polska S. A. with its marketing campaigns.

As a further task, you have been asked to consider how Santander Bank Polska S. A. could potentially assist other vendors interested in the credit card history of its customers.

Assessment Instructions

Part A: Industry Report (1800 words)

Based on your own independent research, you are required to evaluate the implications of the European legislation such as GDPR on Santander Bank Polska S. A. ’s proposed analytics project and overall business model.

Your report can be structured using the following headings:

Data Usability

• Benefits and costs of the database to its stakeholders.
• Descriptive, predictive and prescriptive applications of the data available and the data analytics software tools this would require.

Data Security and privacy

• Data security, privacy and accuracy issues associated with the use of the database in the way proposed in the brief.

Ethical Considerations

• The ethical considerations behind whether the customer has the option to opt in or opt out of having their data used and stored in the way proposed by the analytics brief
• Other ethical issues of gathering, maintaining and using the data in the way proposed above.

Artificial Intelligence

• How developments in AI intersects with data security, privacy and ethics, especially in light of your proposed analytics project.

Use the resources provided as well as your own research to assist with data collection and data privacy discussions

Part B: Presentation

Instructions:

You are required to prepare a presentation of 10 - 12 PowerPoint slides.

You are an analyst at Santander Bank Polska S. A.

You have identified a way in which you can use customer data to inform customers of bank offers and offers from other vendors, based on their credit card spending history.

Although it’s Santander Bank Polska S. A.’s own data, regulators and legislators are becoming increasingly concerned about the way in which certain types of analytics projects can infringe on privacy, individual rights and potentially be in contravention of the GDPR and other legislation.

Create a presentation of approximately 5 minutes in which you discuss how Santander Bank Polska S. A. plans to use this data and the broad implications involved.

Discuss the issues below, and imagine you are communicating this presentation to government (regulators and / or legislators) as your primary audience.

Consider:

1. Why you want the data and the resulting benefits to your customer base;
2. How the data can be sourced ethically and securely;
3. How you will keep the data safe from the type of attack on customer data outlined in the article above.
4. How you will use your analytical findings in an ethical way.