Our musings on making video personal
There is a huge opportunity to leverage Video-Powered Experiences to engage with your customers individually and create lasting and profitable relationships. However, sharing customer data with your platform partner can pose a security risk to your organization if not handled properly. Here are our recommendations on how to maintain the utmost level of security while delivering engaging and effective video-powered experiences.
Communications within a video-powered experience doesn’t necessarily mean that you have to incorporate confidential information or include sensitive elements such as PII (personally identifiable information), PCI data (payment card industry) or even PHI (protected health information) to be successful. Individualization is all about contextual relevance, and often this can be achieved without confidential or PII/PCI/PHI!
If you need to include confidential or personally identifiable information in your videos, then it is recommended you choose a platform partner with a SOC2 certification. (Ahem…) Alternately, if you need to include PII in your videos, then you can incorporate additional levels of security to protect access to the video and the data used to create it. While the security measures associated with including this information in a video might limit your total number of video views, as potential viewers will need to take extra steps to view the video such as logging into a portal or another authenticated space and might limit the video’s return on investment, those are necessary steps to protect your customers’ information.
You can often judge a video-powered experience platform by its customer base. Personalized video experts will have a large customer base spanning multiple verticals, phases of the customer journey and moments. These types of platforms will understand the nuances and intricacies of your industry and business, and advise on appropriate ways to protect your customer data.
Ask potential platform partners about the due diligence processes and InfoSec reviews they’ve worked through to date. Companies that can point to a customer base with multiple security review examples should be able to provide you with a robust and secure solution.
Look for a Video-Powered Experience platform with enterprise processes in place to ensure that data is secure and the service is reliable. It is critical that your video partner has an Information Classification, Information Security Policy, Data Center Security Policy, a Disaster Recovery Plan and a Business Continuity Plan in place.
Ask your platform partner to provide proof of various certifications such as SOC2 or ISO27001. These certifications will ensure that the processes in the aforementioned documents are properly defined and actually being followed during business operations.
Arguably the most important trait of a safe and secure video-powered experience platform, is one that never stores your business data. Storage-less vendors pull real-time data to generate an individualized video at the moment a viewer clicks play, and does not keep that data post video consumption. This solution provides the most scalability and security from a business perspective while providing the most up-to-date and relevant content from a viewer perspective.