YOUʼRE BEING WATCHED!

Living in a data-intense world.Brian Inderwies @inderwies

People in Tokyo are sending 342 tweets a

minute.

TODAY.38% of bloggers are

posting brand or product reviews.

Source: http://keenpath.com/blog/bid/52285/Social-Media-Stats-Facebook-Twitter-and-LinkedIn-Infographics

35,000,000 Facebook users are updating their status.

Zyngaʼs CityVille has 20,356,593 users.

thatʼs more people than live in the actual cities of NYC, LA, Chicago, Houston, Phoenix, and San Antonio combined.

A few are getting paid.*

llllll

ARE WE PEOPLE?OR JUST DATA POINTS?

Each of us is awash in a vast ocean of data.

In most moments of our day, weʼre feeding databases with records.

These photos are creepy.

Involuntary

Voluntary

*

A DAYIN THE LIFEhome ISPIT admin/bosscameras

loyalty cardsbankmobile provider

severity

wake sleepwork homehome

Whoʼs watching?

A COMMUTE?OR A TRAIL?Electronic toll collection provides “habitual patterns of movement.”

Lawyers use this to win divorce cases.

out of 12 states with ETC systems regularly provide data to courts.

The toll plaza that Tony Soprano drove through records 90,000 transactions a day.

**

Source: Associated Press, http://www.msnbc.msn.com/id/20216302/ns/technology_and_science-tech_and_gadgets/

7

WHEN AT WORK...of employers logtelephone calls.45%

Men are twice as likely as

women to use the internet at work with “no

specific objective.”

Sources: American Management Association 2007 survey; www.amanet.org/research; International Data Corporation (IDC) survey of managers, forbes.com

“An acoustic noise generator will mask your conversation in case thereʼs a bug in

the room.”

WHAT IS THE BOSSDOING WITH THE DATA?Many of the same techniques that are used for finding the best customers are being harnessed to find “model employees.”

Intraoffice communication is parsed and quantified to model the factors leading to “winning ideas.”

A SAS program measures retention based upon quantifying skills, profiles, studies, and friendships.

**Source: Bloomberg BusinessWeek, 3/12/2009, http://www.businessweek.com/magazine/content/09_12/b4124046224092.htm

LIFE OUTSIDE OF WORKThe tools of our times leave breadcrumbs

everywhere.A gold card, or a

gold mine?

People like you and me have watched Charlie

bite this kidʼs finger 280,966,462 times.

*

Source: Mashable, http://mashable.com/2011/02/19/youtube-facts/

After whistle-blowing, Homeland Security performed investigations into its own use

of social media monitoring.

*Safe! They were not found to be extracting more than publicly-available data

(as of this investigation.)

DO THE FEDS WANT TO FRIEND YOU?Social MediaMonitoring Initiative

Source: Department of Homeland Security, “Social Media Monitoring Initiative” document, http://www.dhs.gov/xlibrary/assets/privacy/privacy_privcomrev_ops_monitoring_initiative.pdf

A NEW SPACE RACEMarketing scientists are voraciously

consuming all the data they possibly can to build the next great regression model.

or naive Bayes model.* *or K-means cluster. *Classic depiction of the “new American consumer.”

or neural network.

Source: Unica, an IBM company, white paper: Marketing in The Fourth Dimension

You have two choices.Hide from it.

Courtesy of flickr user QuietDangst Courtesy of broadbandmap.gov

Learn to live with it.

Let̓ s explore the options.

HIDING HASNʼTTRULY WORKED WELLMost of us discover quickly that we need to take advantage of the economic efficiencies of a data-rich society.

*Even this guy was found for a $5,000 bounty.

Source: Wired, September 2009

SURVIVAL STRATEGY #1:DONʼT BE STUPID

Source: http://www.trendhunter.com/trends/human-barcodes#!/photos/40537/1

Club-goers in Spain have voluntarily received RFID implants to facilitate ID and payment.

Donʼt sell out your privacy for the privileges of wearing a Speedo and leaving your wallet at home.*

SURVIVAL STRATEGY #2:BECOME A QUANTPeople need to be trained to handle big data in this brave new world.

Huge opportunities exist today for the “numerati.”

No longer an exclusive resort for developing exotic credit-

default swaps.

*

*

Stats + Data Munging + Visualization = Sexy!

Source: http://www.dataspora.com/blog/sexy-data-geeks/

SURVIVAL STRATEGY #3:GAME THE SYSTEMEvery once in a while, throw the models a curve.

*I can haz teh facebooks?My cat obtained 60 fans very shortly after the launch of his very own fan page.

Download some Bieber.*Shop at Wal-Mart.*

BENEFIT #1: WEʼRE SMARTERAND EMPOWERED

We have more leverage in huge, life-altering situations than ever before.

A different game than our parents played.

*Much to the chagrin of real estate professionals.

Source: zillow.com

BENEFIT #2:ITʼS A MORE

INTERESTING PLACE

In a data-intense world, those who understand the power of information can alter the course of history.

Information empowers the underdog.*

Sources: Moneyball, Michael Lewis; Immersive Labs file photo

Boulderʼs entrepreneurs are embracing this new reality.*

courtesy of Immersive Labs

BENEFIT #3: WE LIVE IN A WORLD THATPRESERVES HISTORY

With the assistance of Google, survivors of Holocaust victims are able to research and connect with the legacy of their families.

Source: http://newsfeed.time.com/2011/01/27/google-archive-brings-holocaust-memory-into-the-digital-age/

WEʼRE CONNECTING IN NEW AND UNBELIEVABLE WAYS.

Source: http://gizmodo.com/#!5713221/who-wouldve-thought-that-ten-million-facebook-friendships-could-be-so-beautiful

THE TIMES, THEY HAVEAʼCHANGED.

Research at delicious.com/binderwies/ignite14