November 10, 2006

Interesting Data Mining Article: "I have Nothing to Hide"

Guy Kewney:
But you need to understand the basic principles of data mining to understand why the world of spooks and the world of search engines are about to overlap, and why you should be nervous about this.

The lesson here is one I call "The Sainsbury's Lesson" when doing presentations for technical audiences, because I was taught this by a data miner who worked for the giant British supermarket of that name.

The story, summarised, is that Sainsbury's was spending an absurd amount of money sending people promotional coupons, money-off special offers, and other junk mail to encourage them to swing by the Sainsbury's supermarket next time, rather than Waitrose or Safeway or Asda - and it was pretty hard to be sure it was actually doing any good. The trouble was simple: they were sending girly shampoo promotions to households with six rugby-playing male students, or home improvement promotions to households with one elderly pensioner with osteoporosis, or bulk beer deals to households where they were all strictly teetotal. Not profitable stuff. And their IT staff heard about this and said: "But you don't have to do that!"

Worry about governments who will make "pre-crime" a reality.
Posted by James Zellmer at November 10, 2006 9:06 AM | Subscribe to this site via RSS:
Posted to Electronic Rights | Politics | Technology