kevin röder, mick van galen and suzanna nieuwenkamp - the conflict between data mining and online...
TRANSCRIPT
The conflict between data mining and online privacy
AGENDA
○ About the topic
○ Interactive Part
○ Discussion
Hello!Mick van Galen Kevin Röder Suzanna Nieuwenkamp
That’s me!
Fits the statement to you? Please raise your hand!
About the topic
Data Mining and Online Behavioral Targeting
What is data mining?
Definition, techniques and process of it
“Data mining is the analysis of (often large)
observational data sets to find unsuspected
relationships and to summarize the data in
novel ways that are both understandable
and useful to the data owner.
(David Hand, 2001)
Different data mining techniques
Association, Classification, Clustering, Prediction and Decision Trees
Different data mining techniques
Association
+
Different data mining techniques
Classification
+ =
Increasing income
Different data mining techniques
Clustering
Bobcatsss participants Sportive people
Different data mining techniques
Prediction
Different data mining techniques
Decision trees
CRISP - DM process
Business Understanding
What is the goal?
Data Understanding
What data do I need?
Data Preparation
How should I clean my data?
Model Building
What can we do with it?
Evaluation
Did we achieve our goal?
Deployment
Bigger picture
Data Sources
The data that is being collected
Facebook Google data file
Google Data File
Your dataThe data that is collected that people know about
Facebook profileLocationPurchaseetc.
The data that is actually being collected that people don’t know about
Places you go to very oftenWhere your car is parkedMetadataetc.
How is your data used for behavioral targeting?
Relevance?
The internetFilter Bubble
Interactive Part
DO IT!
- Match a profile to your company
- Fill in the assignment
- Present it to the class
For example
+ =
Discussion
Discussion about privacy statements
“I’m concerned about my online privacy”
“Data mining has a bad influence on how the internet is presented to me”
“I’m okay with companies collecting data about me and targeting me on a personal level based on for example my browsing
activity”
“Companies have to be more transparent about how they are using my data”
“I use plugins and/or tools that help me to maintain my online privacy”
Folder with tips how to prevent online behavioral targeting!
Thank you!