We live in a world of big data. You’d have to be dense to
not know that. It’s also become more and more apparent that we are being
watched. For some people it is an outrage. The NSA is getting a lot of flack
right now but no one seems to really care about the fact that Google Chrome
allows Google to have access to everything we have ever searched on the
internet at their disposal. There are some positive ways to look at this. As
marketers get to know more and more about us in less obtrusive ways (to us directly
I mean) the more insight they get and hopefully use to give us a better
experience wherever we may go. That being said, one read of that Bloomberg
article on mannequins watching you and stuff starts getting weird.
I’m not against surveillance. It makes me feel safe. It is
the act of gathering data from my person while I am completely unaware. I
believe the limit should be based on what stores want but that people should be
allowed to know. A sign that says that information is being recorded as shoppers
go into a new location seems fair enough to me. I don’t mind being researched
as long as I am made aware. If I saw one of these signs placed in front of a
store I liked I would understand and acknowledge it and continue about my day.
If the store wants to improve my experience who am I to stop them?
It seems now though, with data costing less and less to hold
it appears like big data may be trying to get it’s hands in the cookie jar just
a little too much. Regulations on sharing data would be worth introducing. As I
mentioned above, I don’t mind if Lucky Brand watches me while I go shopping for
jeans. It’s when companies related to Lucky start contacting me that I would
get a little peeved. Another issue I have is the lack of use for something
other than watching the masses intensely. Law enforcement tells us they can’t
catch criminals any easier, and sending the right message to the right person
at the right time? Not from what I’ve seen. The hopes that the government has
need to be proven effective before people will jump on board or at least be
able to tolerate this surveillance.
Big data should not go into the home unless invited. Maybe
pay or reward those who would chose to participate by letting their information
be given. Don’t hide information away in long-winded legal jargon that no one
will read. If that is a necessity than it should be kept short. The lord’s
prayer is less than 70 words, Lincoln’s Gettysburg Address had 270, the order
for proper transport of eggs within the U.S. is THOUSANDS of words long. Good
things are short. In the end it’s just about being fair though. If someone is
willing to give their information over than they should be given the option to
in exchange for something. If they would rather not than they should be let
known loud and clear that that might happen and given an easy out.
Gathering our insights for class involved asking people to
donate their time and some of their personal information for us to study so
that we may make recommendations later on through those insights. This was
volunteered and we made it clear that only we would have access to that
information.
Being more transparent is among the best ways to gain
people’s trust. A happy combination of having people be able to know where
their information is going and what it is without any access to the information
itself. Sacrificing freedom for security is probably the least popular idea
going around the United States right now. Big data companies need to give the
ability to make a choice to allow the people to believe that they have the
freedom they deserve. I’m sure there are a number of things that I, as someone
not involved with this industry at all, don’t understand at all that would make
my suggestions null and void.
To play devil’s
advocate you could argue that not having big data levels the playing field for
all companies involved. As far as I have been taught, competition is good. Big
data, especially when it is only used by larger companies can be used to easily
crush smaller companies that lack the funds to pay for this information
allowing for less competition and a worse situation for us all as consumers. Of
course as I write this I wonder how much of the big picture I get. There are so
many variables and so many pitfalls to both sides that it is difficult to
decide whether big data is in the right or the wrong. Fair or not, whether or
not the ethics are to be frowned upon doesn’t matter. At least right now,
unless we see a catastrophic failure of any of these companies I believe they
are here to stay.
