Data collection
Tracking items Bar codes & RFIDs inventory management sales cycles supply chain management ( excess inventory )
… tracking items Tracking items on-the-shelf movement! people! Tracking eyes !
… tracking transactions Grouping ( if you liked this …) Promotions and advertising target marketing … it is all about RELEVANCE
Preferred customers Your purchases and meta-data about purchasing are important • Groceries • Hotels • Airlines
Hotels “ a rush to accumulate data on as many guests as possible” “hotels … are discovering that their databases are woefully inadequate” Preference sensitivity – type of room, size of bed, allergies, food, drink NYTimes, June 1 ‘ 04
airlines Loyalty programs rate as one of most effective retention strategies Frequency of travel, destinations, meal and seat preferences Data allows customized promotions and targeted retention ( internal remarks on good / bad )
convenience Useful to customers – expedites reservations, reduces frustration factor Useful to business – increases customer satisfaction, comfort, confidence – critical to relationship building and branding
But at what cost? How much data is collected? Who owns the data? How is it used? Is it shared with partners? What are the guidelines?
Privacy policies Which on-line services do you use? bank travel consumer goods info sites – news entertainment
Data gathering What information did you provide? name address phone e-mail personal data – mother’s maiden name! initial preferences
With what security? What do those sites do with the data? authentication? personalization? share with partners?
advantages Consider the example of a newspaper – meta-data for on-line version what are people reading? how often? customized versions (!) (common exp? )
disadvantages Loss of social and cultural common experiences Skewing of coverage shift to the sensational – super bowl half time shows and related home videos Orwellian monitoring of interests – forwards and backwards
Backwards? Consider that the full transactional history of your transactions (sites visited, purchases made, e-mail viewed (when and where!) is available – thus can be selectively viewed
Extreme examples Highway transgressions – stop signs, speeding, inspections Pedestrian – jaywalking, smoking (!)
Cumulative effect In a typical day building entry and exit highway / public transportation public places ( as per England) phone calls credit and debit transactions e-mail ex.
OK? “it is necessary (for convenience, economy, security, etc. ) and you have nothing to fear if you have nothing to hide” “it is intrusive – such data was not previously collected … anonymity is lost, civil liberties are threatened, there is no proper framework for collection and use”
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