Get your tickets for Infobip Shift 2023 at https://shift.infobip.com/ https://twitter.com/InfobipShift Data helps power business decisions. It helps businesses decide on what features to prioritize, how to drive ROI, and how to better serve their customers. Businesses are collecting and storing more information today than ever before and data volumes are projected to grow nearly five times by 2025. However, not all data is created equal. Some data like a user's name, email address, and social security number requires better protection than others. We have a lot of data, but only a small amount of it is sensitive and can be used to identify an individual. Just as you might lock up sensitive physical objects in your home like your passport, marriage license, and birth certificate, sensitive user data must be isolated and protected separate from application data. In this talk, we discuss the data privacy vault, a secure, isolated database designed to store, manage, and use sensitive data. Using real-world examples, we'll show how the data privacy vault simplifies and solves data privacy for a number of use cases like PCI data lock-in, de-identification of data in an analytics pipeline, and secure storage and governance of user PII.