SWP Platform Integrity Assessment Overview TOUCHCAST...off-platform sources; identify problem actors, techniques & networks. Commercial Compliance Comply with regulations, cease and

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



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


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



SIX PEER GROUPS SETTING A HIGH BAR:

5

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


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

5

6

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

S

CH

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GE

MA

AN

GEM

ENT

& S

UST

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NC

E

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

11

12

13

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

2

PRIO

RITI

ZATI

ON

Segmentation Identify the right intervention (inhouse vs outsourcing, etc.) needed to implement the transformation

4

Monitor Performance Benchmark the transformation roadmap of the Trust & Security functions & capabilities with that of peers and the industry as a whole


PLATFORM SAFETY QUALITY OF EXPERIENCE

IDENTITY & BEHAVIOR

DATA, COMPLIANCE & PRIVACY

FRAUD & PRODUCT INTEGRITY

7

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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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


Learn more about Accenture’s Offerings for

Software & Platforms companies

MARK EGNER CMT NA LEAD – TRUST & SECURITY

[email protected]

GETTING STARTED: CONTACT US TO LEARN MORE

DAVID COOPER CMT GLOBAL LEAD – TRUST & SECURITY

[email protected]

This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of

an association between Accenture and the lawful owners of such trademarks.Copyright © 2020 Accenture. All rights reserved.

Documents

SWP Platform Integrity Assessment Overview TOUCHCAST...off-platform sources; identify problem actors, techniques & networks. Commercial Compliance Comply with regulations, cease and