Data is one of the most valuable resources a business can have at its disposal.
As such, your organisation may feel that having as much data as possible — paired with the tools to activate that data — is all you need to leverage its value. But this approach overlooks one of the most important aspects of data: data provenance.
What is data provenance?
Data provenance is the process of understanding where your data comes from. After all, like any asset, it's not just about having the asset but knowing it was acquired legitimately.
By implementing data provenance into your strategy you can begin to verify that the data you have is accurate, reliable and useful to your company. It's how you prevent accumulating data that you can't, or shouldn't, be using.
This is crucial to preventing the misuse of data — something that regulators are beginning to address seriously here in the UK. As such, it's no longer just best practice but mandatory to implement data provenance policies as a means of reducing the misuse and exploitation of information.
The practice of data provenance is especially important concerning SMS. SMS is one of the most popular and ubiquitous means of connecting with your customers, but it’s also one of the least secure. Data governance practices can help turn this around for the better.
Data provenance issues, solutions and preventions
Below are a few key considerations to bear in mind when you invest in and use data provenance solutions.
Data quality and delivery with integrity of services
Within the A2P SMS world, the deployment of firewalls is principally seen as a means to monetise inbound SMS by limiting access to external parties.
There is also an active ‘grey’ market that exists for the resale of mobile subscriber data. Operators need to protect and monetise data to avoid getting caught up (or having their customers caught up) in this market.
A2P volumes driven by business traffic
94% of mobile network operators are failing to properly protect their subscribers. That means there's a good chance your business is using an unreliable network provider to keep in touch with your customers and clients. By switching to a solution that values and implements data provenance, you can create a safer and more trustworthy communication system with your audience.
People’s SMS inboxes are filled with A2P messages, both from legitimate and illegitimate sources. Indicating where they are from is important, as is using spam filters to limit smishing scams.
Omnichannel communications
Omnichannel communication is increasingly core to how we work in 2022 — enabling businesses to reach the most amount of people with the highest level of consistency. Managing data provenance across multiple channels can prove to be a logistical nightmare, however, and that's where an independent service provider can help.
Enterprises are looking beyond SMS as the only means of reaching out to a customer base, and into OTT (Over-The-Top) messaging and voice services. The challenge for the consumer is finding reassurance from a trusted partner.
How JT can assist with data provenance
With JT’s mobile network operator knowledge and resources, can fill in the gap for your business, providing the tools you need to ensure the fidelity of your data.
JT Navigate
In 2019, JT won an award for the ‘Best Messaging API’. JT acts as a trusted partner for all UK networks to enable aggregators to access number intelligence data from UK networks to optimise delivery to the right network through JT Navigate.
Aggregators that wish to use this data can do so through JT with full knowledge of where it comes from. Compliance officers should be wary of using data partners that can’t provide these credentials.
JT Reach
JT Reach is an affordable, fast and scalable solution for A2P messaging. It's highly configurable, allowing it to meet a variety of needs. JT currently carries traffic for banking, retail, marketing, insurance, healthcare, transport and logistics, as well as eCommerce across many regions. JT is backed by a network of MNO partners, providing you with all the support you need.
JT Protect
Lastly, there's JT Protect. JT Protect is a service built on securing your A2P and SMS campaigns and services. It's a firewall and monetisation service all-in-one, making it a one-stop solution for your SMS needs.
Partner with JT today and make data provenance core to your strategy
Having the right data isn't enough anymore. As the world moves ever closer to understanding the sensitivities of data ownership, JT is already recognised as a trusted partner in this space.
JT can give you the peace of mind you need to succeed. Reach out to our team today to learn more.
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