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TIME NEWS

Data Mining: How Companies Now Know Everything About You

By Joel Stein Thursday, Mar. 10, 2011

Three hours after I gave my name and e-mail address to Michael Fertik, the CEO of Reputation.com, he called me back and read my Social Security number to me. "We had it a couple of hours ago," he said. "I was just too busy to call."

In the past few months, I have been told many more-interesting facts about myself than my Social Security number. I've gathered a bit of the vast amount of data that's being collected both online and off by companies in stealth — taken from the websites I look at, the stuff I buy, my Facebook photos, my warranty cards, my customer-reward cards, the songs I listen to online, surveys I was guilted into filling out and magazines I subscribe to.
(See pictures of a Facebook server farm.)


Google's Ads Preferences believes I'm a guy interested in politics, Asian food, perfume, celebrity gossip, animated movies and crime but who doesn't care about "books & literature" or "people & society." (So not true.) Yahoo! has me down as a 36-to-45-year-old male who uses a Mac computer and likes hockey, rap, rock, parenting, recipes, clothes and beauty products; it also thinks I live in New York, even though I moved to Los Angeles more than six years ago. Alliance Data, an enormous data-marketing firm in Texas, knows that I'm a 39-year-old college-educated Jewish male who takes in at least $125,000 a year, makes most of his purchases online and spends an average of only $25 per item. Specifically, it knows that on Jan. 24, 2004, I spent $46 on "low-ticket gifts and merchandise" and that on Oct. 10, 2010, I spent $180 on intimate apparel. It knows about more than 100 purchases in between. Alliance also knows I owe $854,000 on a house built in 1939 that — get this — it thinks has stucco walls. They're mostly wood siding with a little stucco on the bottom! Idiots.

EXelate, a Manhattan company that acts as an exchange for the buying and selling of people's data, thinks I have a high net worth and dig green living and travel within the U.S. BlueKai, one of eXelate's competitors in Bellevue, Wash., believes I'm a "collegiate-minded" senior executive with a high net worth who rents sports cars (note to Time Inc. accounting: it's wrong unless the Toyota Yaris is a sports car). At one point BlueKai also believed, probably based on my $180 splurge for my wife Cassandra on HerRoom.com, that I was an 18-to-19-year-old woman.

RapLeaf, a data-mining company that was recently banned by Facebook because it mined people's user IDs, has me down as a 35-to-44-year-old married male with a graduate degree living in L.A. But RapLeaf thinks I have no kids, work as a medical professional and drive a truck. RapLeaf clearly does not read my column in TIME.
(See 25 websites you can't live without.)


Intellidyn, a company that buys and sells data, searched its file on me, which says I'm a writer at Time Inc. and a "highly assimilated" Jew. It knows that Cassandra and I like gardening, fashion, home decorating and exercise, though in my case the word like means "am forced to be involved in." We are pretty unlikely to buy car insurance by mail but extremely likely to go on a European river cruise, despite the fact that we are totally not going to go on a European river cruise. There are tons of other companies I could have called to learn more about myself, but in a result no one could have predicted, I got bored.
(Comment on this story.)





Each of these pieces of information (and misinformation) about me is sold for about two-fifths of a cent to advertisers, which then deliver me an Internet ad, send me a catalog or mail me a credit-card offer. This data is collected in lots of ways, such as tracking devices (like cookies) on websites that allow a company to identify you as you travel around the Web and apps you download on your cell that look at your contact list and location. You know how everything has seemed free for the past few years? It wasn't. It's just that no one told you that instead of using money, you were paying with your personal information.

See how college-admissions departments stalk Facebook.


See how one teacher's viral blog post sparked an angry debate.




– Debbie Souza
A very revealing article which does not surprise but shows how leapfrog jumps and assumptions are madefrom limited data collection (or really sampling of data). These various agencies also assume all purchases are for you. Further, the evidence for such accurate information would require a different way of organising data obtained from multiple sources. Your computer certainly stores your searches, and some websites store both searches and purchases to send you recommendations for future purchases. From this article, 'data mining about you' obtained from from the internet is fraught with inconsistencies and inaccuracies but even if limited in analysis there are small measures of truth. So then also, how private is that term 'privacy' in internet use?

" The real problem with data mining, Calo and others believe, arises when the data is wrong" No, the real problem is when it is so correct and complete that professional marketers/for hire psychologists and political strategists know EXACTLY how to make you buy their product or candidate. Or, conversely, accurate information can be used by a wealthy entity or personal stalker to very precisely scare or itimidate you. That's really tantamount to "mind control".

It’s another intelligent and well-articulated point of view from Joel Stein; however…

I think as we tend to do with the hot topics du jour, there is an inaccurate portrayal of what consumers truly perceive to be important. To clarify, I’ll define what consumers “perceive” as important based upon two metrics:
(i) What they say is important/what their beliefs are and
(ii) Wwhat they actually do (i.e. what they purchase).

For example, a recent Harris Poll conducted in November 2010 found that while more Americans now describe themselves as being environmentally-friendly, their actual purchase behavior contradicts that. We say we want to be “green” but don’t live that way. So what gives? A new Rasmussen Reports survey finds that of those who will buy a “green” car in the next decade, nearly half (49%) are more likely to do so because of high gas prices, not because it’s good for the environment…and there’s the 900 pound gorilla in the room – economic motivation.

When it comes to behavioral patterns online, most consumers would still prefer to pay not with currency, but with the sharing of their information. Of course nothing is for free and we’re smart enough to know that by now (hopefully). This topic should not get sidetracked into a scare tactics conversation, but rather utilized to better understand that new technology and data mining is surfacing today in response to the consumer demand for “free” and this model can only be supported with financial reciprocity somewhere in the food chain of this new gratis economy.

Some of the benefits of mining the data effectively have been mentioned in Mr. Stein’s article as well as in some of the posts; however, one topic entirely omitted which should be discussed to balance this conversation is the fact that the vast majority of data fraud still occurs offline in more low-tech executions. I think most would be surprised to learn that stolen wallets and physical paperwork accounts for almost half (43%) of all identity theft and while it’s far more interesting to discuss the digital compromise of personal data, online methods account for only 11% of identity theft according to Javelin Strategy and Research, 2009.

Before we all raise the information threat level to orange, perhaps it’s worth taking a pause, looking at the facts and worrying more about pick pockets than protecting PCs.
Yesterday, 20:36:12– Flag – Like – Reply – Delete – Edit – Moderate Sarah A. Paradisi
Excellent article highlighting all the big internet privacy issues we're facing. I'm writing to add Abine's PrivacySuite browser add-on and DeleteMe, their online deletion service, to the list of privacy protecting solutions you mentioned. I'm basically a "professional deleter" there who's also an attorney, and I remove people's info from sites where they don't want it, such as Spokeo.

We really need a long-term solution to protect people's privacy from data mining, but until then, I'm helping people on an individual basis. You can check us out at Sheesh. The only real problem is if the data is wrong? I don't think so! I quit reading at that point.

Yes-- there are a lot of companies that gather information about you. I don't think your SSN is something that should be able to be collected and easily accessible. But, I think people should know that your information isn't useful or interesting as a single data point. It's only when those data points are aggregated into group like "Women over 25 who love Britney Spears and pizza"-- then advertisers can purchase that data set and serve ads to them on websites they visit.

Also, this is the price you pay for free web content. You get content for free, and in exchange you tell advertisers and publishers a little bit about yourself. If everyone enmasse opts out of this, then the system of free web content is gone. Just sayin'

Many companies try to gather as much data as possible as a way to get to know their customers, and buying external data is often used to do so. Though this data can be helpful, what's more important is for a company to be able to access their internal data sources and integrate all data to develop a holistic view of their customers. Once that's done, a company can then create customer intelligence that will help them understand their customers so they can make key business decisions and develop marketing strategies that can built loyalty among their most profitable customers. For more information visit www.iknowtion.com
I wrote a story about this a few days ago - several FB friends chipped in with quotes and advice. Thanks for all the support - and here's more from the Time. Regards

This is exactly why I clear my computer cookies and run a malware program to clean out tracking cookies at least once a week. I would suggest that each of you do the same thing.
It creeps me out how much info I get just from a page view counter thing from my blog. Which pages were viewed and for how long, where the person lives, what search terms they used, etc... And this is a FREE service. I didn't even ask for this level of creepy detail. (Not that I don't totally look at all of it...)
jill

Interestingly, some government around the world are recognizing this problem. Aside from the US Congress, the Philippine Supreme Court now issues "write of habeas data" which empowers individuals in controlling the information with them pursuant to the duty of the court of protect their rights, particularly, the right to privacy.

Intellidyn is an analytic Marketing Servies company developing and executing integrated on-Line and Off-Line marketing programs, enabling clients to scale their businesses at lower marketing costs. We utilize all types of data to support each clients proprietary business model.
As we discussed with Time Magazine: This is both an art and science of leveraging all types of data sources to create relevant, personalized communications across the target consumers channel of choice. It's also about the "combat experience" of knowing the accuracies and inaccuracies of data, The most successfule marketers will be those that fully leverage unfolding data sources and technologies to demonstrate to target consumers that they "KNOW THEM".

It's about leaving old marketing habits behind and embracing new capabilities that are unfolding daily.

El tema de la mineria de datos de Marilin no iria mejor en tecnologia o en politica? En todo caso, creo que es lo suficientemente interesante para abrir hilo propio, sea en este o en otro subforo, no se lo que pensaran el resto de moderatas.

Gracias por los ánimos, chavales. Dentro de lo malo y lo triste del momento, prefiero quedarme con lo bueno de poder pasar estos días con mi familia y amigos, y el volver haber visto a familiares que hacia años que no veía ni sabía apenas nada de sus vidas... que si uno ya está casado y con niño, que si la otra se ha divorciado, que si este ha conseguido una plaza de funcionario, que si aquella está irreconocible, etc. Momentos para analizar lo que supone el paso del tiempo, y también para hacer de nuevo un ejercicio de auto-observación acerca de lo he hecho, estoy haciendo y haré con mi vida.

akrata escribió:El tema de la mineria de datos de Marilin no iria mejor en tecnologia o en politica? En todo caso, creo que es lo suficientemente interesante para abrir hilo propio, sea en este o en otro subforo, no se lo que pensaran el resto de moderatas.

Tu mismo, no dudo que no sea interesante, pero mi nivel de inglés no me permite entenderlo...

Txabi escribió:

akrata escribió:El tema de la mineria de datos de Marilin no iria mejor en tecnologia o en politica? En todo caso, creo que es lo suficientemente interesante para abrir hilo propio, sea en este o en otro subforo, no se lo que pensaran el resto de moderatas.

Tu mismo, no dudo que no sea interesante, pero mi nivel de inglés no me permite entenderlo...

bueno...no problem voy a traducirlo, una vez traducido lo pondré directamente en TECNOLOGIA.

vaya mala racha... estoy de bajón, se va mi hija, no sé cuando volveré a verla.Desde el viernes ando con un mosqueo total; tengo una amiga muy querida en Japón, su ciudad está en la costa, en un Golfo.Mi ex novio japonés vive en una ciudad del interior, de todas formas una siempre se pregunta como puede estar.Me deprime pensarlo.
Y las comidas de tarro propias que me hago desde el último mensaje de mi exnovio,por qué no corta? por qué en lugar de borrarme acepta una solicitud de amistad que le envié al borrarlo cabreada ,arrepentirme y enviarle un FR?? y asi...un asco, ...la extraña y polémica relacion con mi madre soy la única hija que le habla, e intenta estar bien con ella, pero si la llamo o voy a verla se dedica a desahogarse o machacarme a mi...estoy muy asqueada ,por otra parte me sabe mal verla deteriorarse.

Anoche empecé a leer "Maldito karma", la historia de una mujer a la que el karma decide devolver algo de lo que ella dio en esta vida, Y curiosamente esta mañana le han robado a mi jefa el móvil de la manera más estúpida del mundo. No es que me alegre de las desgracias ajenas, pero sinceramente, me ha hecho sonreír el hecho de que con lo hija puta que es en la vida, lo que me extraña es que no le sucedan desgracias de este tipo más a menudo. Aunque ahora que lo pienso, que se te incendie la casa y te entren a robar en un año no debe ser casualidad.

Que la vida ayude a veces a poner las cosas en el lugar que les corresponde y a las malas personas les pasen cosas malas, aunque sea de forma puntual, me hace tener un poco de esperanza...

pero si no muerdo!!!!!!!!!! por qué hay peña que se corta tanto???

Ayer nos dejó una mujer que luchó y materializó la enseñanza libre, equitativa y laica, además de ser una gran escritora.

Última clase de Josefina Aldecoa

D.E.P. y que se siga su ejemplo.

Oh.. qué penita. Te lo robo para compartir en el Fb, Vev..

Ayer mismo volví de Córdoba tras otra odisea de viaje, kilómetros y kilómetros repartidos entre avión, tren, metro y taxi hasta Shaoxing. Han sido unos días buenos aunque extraños...por un lado, la pena por la muerte de un ser tan querido como era mi abuela, por otra parte, la alegría por volver a ver a mi familia y amigos más cercanos, y el reencontrarme con familiares que hacía años que no sabía nada de ellos. Todo ello ha supuesto un desgaste físico y emocional que espero no me afecte en los próximos días. De momento hoy he sobrevivido al primero, a ver mañana. Necesito que llegue el finde, pero ya.

...que pocas ganas tengo de ir a dormir,que ganas tengo de ir a nadar, que ganas tengo de volver a Madrid

me harán una revisión médica y una entrevista personal:

la revisión médica:para comprobar si soy alcoholica o drogata, o tengo alguna enfermedad que los americanos consideren un problemón , en caso de darte la residencia...
luego en la entrevista ya te preguntan, en qué ciudad vas a vivir,de qué piensas trabajar,vamos que tienes que tenerlo todo pensado y super planeado.

Gracias a Dios ,hablo correctamente el idioma, lo escribo etc...,mi profesión de aquí la puedo ejercer allá,y la ciudad dónde queremos de momento comprar una casa ya la tenemos pensada pues tenemos amigos allí.La capital de California.Sólo esperamos a que nos llamen para que nos den cita.También pienso estudiar allí, pero si lo diré o no aún me lo estoy pensando.

...que coche me compraré, lo ignoro, y nisiquiera me he parado a pensarlo.Típico americano, eso sí.

Cuando ya lleve un tiempo alli, con trabajo,situada y tal, quiero viajar por USA y también a Canada, México, Perú, pero me hace mucha ilusión viajar a Alaska a ver
alguna aurora boreal quisiera conocer todos los estados, pero son 50... a ver como lo hago bueno,Nevada y Arizona ya he estado ,ya miraré a que estados iré, menos mal que soñar es gratis...

en tres palabras:

IN-SOM-NIO...

We miss you too Illa.

sobre todo debes echar de menos las fiestecillas, lol

bueno, aquí una que ha pasado por el trabajo de 24h 365d/año sabe muy bien por lo que estas pasando, nada que ver con la vida a la que estabas tan acostumbrada, y es que es así, que le vamos a hacer, yo siempre digo que eso es lo que más hemos de agradecer a nuestra madre, que nos cuidase cuando eramos completamente indefensos y dependientes.

Ya vendrán los tiempos tranquilos, verás.

A mi por ejemplo me parece mentira que el tiempo haya pasado tan rápido, y mi hija ya no este aqui, hace apenas unos años aún me pedia jugar a tiendas con ella (con una caja registradora de juguete y dinerito de juguete) y a las Barbies, fueron de los últimos juegos que compartimos. ostras...que me pondré a llorar,

bueno, que el tiempo pasa rápido Illa.

joer...y tengo complejo de "normalita" ostras, que bien me ha sentado!!! he encontrado un privado en mi facebook de un tio de Nueva York que me dice
"I was searching thru profiles and pictures and I came across your picture and I must confess that you look gorgeous and captivating"

y sigue asi ; "I´m looking for a soulmate, I ´m not here for games, I want somebody to spend my life with" que fuerteeee!!! me ha visto como "material serio"
jajaa, y luego "you look so cute and pretty that I would love to chat with you so we can know more about each other"

bueno, yo he dado un vistazo a su foto y tiene toda la pinta de ser de por allí, de Iran,Afghanistan o algo... bueno, el tio no se entera de nada, es una cuenta dónde no he puesto (aún) que estoy casada, pero tendré que ponerlo, aunque que te lleguen este tipo de mensajitos te sube la moral, xddd.

La transicion de niño a hombre radica en que, cuando eres adolescente te la cascas a lo bruto, todo por dejar salir el zumo procreador, y cuando eres mayor te haces las pajas gourmet, probando diferentes tecnicas: echando salivilla en el cabezon y tocartelo durante 5 minutos, en la ducha con gel de baño a aloe vera, con caca, etc...

Comer = reponer caca
Kebab = costras de carne servidas por foreros de Anatolia.
Caca en er pesho = Medicina natural para conservar la piel tersa.

Ahi lo dejo.

me voy, me marcho a nadar, soy medio pez

pero bacalao trucha o que???

Llevo una semana de perros. No para de llover desde el lunes, el dolor se ha intensificado, y tengo tanto trabajo que me siento absolutamente desbordada. Sólo intento pensar que mañana ya es viernes, y eso, me traerá razones de sobra para sonreír...

Animo apañera!!! Con finde la penas son menos!!!

si eso es verda































































pero tu tienes que estudiar

Ahora llevo una temporada cantando los sábados por la mañana, y me tomo libre el resto del sábado y del domingo, asi que tengo finde casi normales





























































Cuando tú seas papi, ni findes ni ná