16.20 - 16.40: Keynote: the future of technology and advertising: big data, zero privacy? Gerd Leonhard, futurist, author, CEO of The Futures Agency
Meet me in London Oct 8 —- should be great fun::)
There is a public sentiment against the U.S. government actions in Europe,” said Oxford professor Viktor Mayer-Schönberger. “People feel they have been deceived; people feel that they cannot trust the U.S. government.
At best,” writes Bershidsky, “the recent revelations concerning Prism and telephone surveillance might deter potential recruits to terrorist causes from using the most visible parts of the Internet.
Marketing is transforming from control to collaboration. Simply pushing a message out via traditional print, radio, TV or even internet advertising is fading. There is a growing effectiveness in multi-channel marketing which maps to buying behavior (start comparison shopping on-line on your PC, visit the brick and mortar store with your on-line device making you smarter in real time and then finish the transaction at home on your tablet); social media interactions (seeking peer feedback on products); and precision marketing (i.e. location based awareness of the mobile shopper in your store who can be targeted for a promotion in real time).
You soon learn that 66% of lost hikers are found within two miles of the spot last seen. You impose a ring over your map reflecting this two-mile perimeter. You then learn that 52% of lost hikers are found downhill, only 32% go up, and 16% keep walking at the same elevation. You impose an elevation layer on the area with all the land above the last point seen shaded one color and the land beneath it shaded another. You can even impose a new lens depicting tree and plant cover and open fields, and one depicting linear objects like trails, roads, power lines, and streams, knowing that the vast majority of lost hikers follow some sort of linear marker to avoid going in circles.
Pretty amazing example of how Big Data can be used to dramatically change the outcome of real-life scenarios.
Thanks to Patrick Tucker at WFS for posting this!
The recent incidents surrounding Prism, a large scale electronic surveillance program managed by the NSA, have sparked a new privacy debate in the United States and around the world. While alleged whistleblower Edward Snowden is hiding from U.S. authorities to avoid prosecution for possible treason, the discussion about the necessary trade offs between personal freedom and national security has sprung back to life.
Technology companies such as Google and Facebook have denied allegations that they granted the NSA wide-ranging access to user data. Both companies are currently seeking permission to publish aggregate data about NSA data inquiries, in order to maintain a large degree of transparency and regain user trust.