What is Trūata?

Set up as a trust, Trūata offers a new approach to handling data anonymization and analytics to help organisations meet the standards of personal data protection envisioned by the GDPR. Trūata offers its customers a service to fully anonymise data and provides analytic services to assist customers with tools, data insights, algorithms and reports that customers can use in their own products and solutions. Trūata is based in Dublin, Ireland.

Trūata’s process works as follows:

  • First, a customer de-identifies their data using a methodology known only to them
  • Second, this de-identified data is securely transferred to Trūata and any remaining identifiers are removed and are replaced with a token
  • Third, the resulting data is transferred into Trūata’s data vault, where that second token is replaced with a new token known only to Trūata
  • This data is now used to perform analyses for each customer. Additional anonymisation techniques, such as noise and perturbation, are added to the underlying data, which make it impossible for data to be re-identified back to the original data
  • The full process used by Trūata yields a comprehensive anonymised solution which meets the requirements laid out by the Article 29 Working Party guidelines
  • Customers receive analytics, algorithms and aggregated reports back from Trūata for use in their products and solutions

When is Trūata going to be launched?

Trūata’s base solution will be available by the end of Q2 of 2018, with other value-added services released in Q4 2018.


How are organisations currently handling data privacy, and how will it change under GDPR?

Most organisations currently have their own set of data privacy rules, regulations, and controls in place. Under GDPR, a universal regulation now applies to all companies dealing with European data. Further, while companies today are required to obtain some form of consumer consent, under GDPR, explicit consent and detailed, up-to-date documentation is required. The individual’s “right to be forgotten” adds another layer of complexity, making it difficult for companies to rely on customer analytics to inform business decisions.

How will companies be able to analyse customer data under GDPR?

The ability to deliver personalised customer messages is a critical marketing strategy for many businesses. One-to-one marketing is only permitted in cases where organisations have explicit consent from the consumer, which is difficult to obtain.

Through Trūata, organisations will be able to access the insights needed to understand different consumer segments based on their key characteristics, but not personalise or target outreach at the individual level. While Trūata will be able to provide these segment-level insights, client organisations will then need to apply them, and would still need consent to execute marketing campaigns at a personal, rather than segment, level.


What are the main benefits of Trūata for businesses?

GDPR impacts businesses’ ability to make the best use of their data to fuel their insights. Trūata enables these insights to continue to be unlocked, providing a way for data controllers and processors to handle consent for access quickly and easily. It provides businesses with end-to-end data hosting, including analytics tools that enable them to distill safe, secure and valuable insights from consumers’ data.


What is a trust and why did you follow this approach?

A trust is a legal structure that holds assets, usually financial, for the benefit of other parties. By its very nature, it enables independence in its operations from the customers and beneficiaries/shareholders, as it must operate in accordance with a constitutional document that provides security for the assets under its control. Trūata is a unique trust in that instead of holding financial assets, it will hold data assets via an independent operating company.  That company’s constitutional documents guarantee full independence and compliance with GDPR requirements. Its constitutional document guarantees compliance with GDPR requirements.

Who is Trūata’s CEO and who sits on the board of directors?

Trūata’s CEO is Felix Marx and its board consists of Aoife Sexton, Prof. Barry Smyth, JoAnn C. Stonier, Kevin Butler, Mark Barnett and Felix Marx.

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