Data collection

1
Data collection
2
Tracking items

• Bar codes RFIDs
• inventory management
• sales cycles
• supply chain management
• ( excess inventory )

3
tracking items

• Tracking items
• on-the-shelf
• movement!
• people!
• Tracking eyes !

4
tracking transactions

• Grouping ( if you liked this )
• Promotions and advertising
• target marketing
• it is all about RELEVANCE

5
Preferred customers

• Your purchases and meta-data about purchasing are
  important
• Groceries
• Hotels
• Airlines

6
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

7
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 )

8
convenience

• Useful to customers expedites reservations,
  reduces frustration factor
• Useful to business increases customer
  satisfaction, comfort, confidence critical to
  relationship building and branding

9
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?

10
Privacy policies

• Which on-line services do you use?
• bank
• travel
• consumer goods
• info sites news
• entertainment

11
Data gathering

• What information did you provide?
• name
• address
• phone
• e-mail
• personal data mothers maiden name!
• initial preferences

12
With what security?

• What do those sites do with the data?
• authentication?
• personalization?
• share with partners?

13
advantages

• Consider the example of a newspaper
• meta-data for on-line version
• what are people reading?
• how often?
• customized versions (!) (common exp?)

14
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

15
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

16
Extreme examples

• Highway transgressions stop signs, speeding,
  inspections
• Pedestrian jaywalking, smoking (!)

17
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.

18
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