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Two and a Half Cents

My Take on Current and Future Marketing Trends

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May 2013

IMC 619 Emerging Media: Cell Phone Data Mining Using Synthetic Records-Is It Really Safe?

Cell Phone Data Mining Using Synthetic Records-Is It Really Safe?

Data Mining

Surprisingly, “One in three consumers now regard their personal information as a tradable commodity, according to stats from a DMA survey of 1,020 adults. These consumers are prepared to share their details for marketing purposes, as long as they trust the brand in question, while others would ‘sell’ their data for a discount” (Charlton, 2012).  However, for those of us who do not like to have our private data mined from any source, including mobile phone data, there is an alternative data collection method that will, at least, keep our personal information private. Its called synthetic records data mining.

In a recent article, How to Mine Cell-Phone Data Without Invading Your Privacy, posted by MIT Technology Review writer, David Talbot, gave a very thorough explanation on what synthetic records are and how they will play a major role in protecting mobile phone users private information while still utilizing data mining tools. “Researchers at AT&T, Rutgers University, Princeton, and Loyola University have devised a way to mine cell-phone data without revealing your identity, potentially showing a route to avoiding privacy pitfalls that have so far confined global cell-phone data-mining work to research labs” (Talbot, 2013).

So, what are synthetic records and how will they protect your mobile privacy? “The new approach starts by aggregating traces of real human movements, then identifying common locations that might indicate home, work, or school. Next, it creates a set of transportation models. These models generate route tracks of people that the researchers call “synthetic,” because they are merely representative of the aggregate data, and not of actual people” (Talbot, 2013).

DataLoversvsDataHaters_4fec6c95e73d1_w700

What this means for the consumer is, personal identity remain anonymous while data miners will still be able to collect relevant data.  Although, the use of synthetic records data is still vulnerable and privacy cannot be guaranteed. “But building in guaranteed privacy protections represents the toughest hurdle to the growing number of research efforts that tap CDRs. Even if such records are stripped of names and numbers, the identity of the person can often be revealed through other means. For example, a single cell-tower ping at 4:12 a.m. could be connected to a public tweet made at 4:12 a.m. that includes the location and identity of the tweeter. Similar risks crop up for data belonging to people who live in a remote area or have unusual home-work commuting patterns” (Talbot, 2013).

The use of synthetic records seems like a viable alternative to the way personal data is mined presently and, although there are some privacy risks that seem beyond the data miners control, the process seems to offer a safer alternative than what is being used today.

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References

Charlton, G. (2012, June 20). Econsultancy. [Infographic]. Retrieved from Consumer attitudes to data privacy:http://econsultancy.com/us/blog/10153-consumer-attitudes-to-data-privacy-infographic

Mente Errabunda. (2011, January 17). [Image]. Retrieved from Minería de datos en la inteligencia de negocios: http://menteerrabunda.blogspot.com/2011_01_01_archive.html

Riberio, R. (2012, July 06). Biztech. [Infographic]. Retrieved from There’s a Thin Line Between Data Love and Hate: http://www.biztechmagazine.com/article/2012/07/theres-thin-line-between-data-love-and-hate-infographic

Talbot, D. (2013, May 13). MIT Technology Review. Retrieved from How to Mine Cell-Phone Data Without Invading Your Privacy: http://www.technologyreview.com/news/514676/how-to-mine-cell-phone-data-without-invading-your-privacy/

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IMC 619 Emerging Media-Plurality: a short film

A short movie about the “ultimate” social network.

A must see for marketing professionals who want an idea of what the future might hold in terms of emerging media.

IMC 619 Emerging Media: Neurogaming-The Sweet Smell Of The Future

Neurogaming-What’s That Smell?

Skyrim sweetroll

Smell-o-vision used to be the stuff of Sci-Fi visionaries but no longer. Smell-O-Vision may be here sooner than you think and its name is Neurogaming. Neurogaming is believed to be the future of gaming. However, the way I see it, neurogaming is the future of media and will be a remarkable tool for marketers. Neurosenory technology provides video gamers an added sense of being in the real world: smells and all. “The inclusion of olfactory output in a game is just one possible level of immersion that is being bandied about during discussions of the future of gaming under the umbrella term “neurogaming.” While it might not be all that appealing to be able to take a deep whiff of your character that has been running and fighting for days at a time, there are certain gameplay elements that would benefit from this technology in incredible and unique ways” (Fleming, 2013).

When I first read the article, You don’t think you want to smell your video games, but trust us – you do, by Digital Trends writer, Ryan Fleming, my thoughts immediately shifted to the idea of how great this technology would be for marketing purposes.

“We can only agree with Mr Lynch when he says we are at the dawn of the neurogaming age. Nothing proves it better than finally having a conference that offers an unprecedented glimpse into the future of games, combining emotional, cognitive, sensory and behavioral technologies to create radically new experiences for gamers. If you are interested in consumer oriented BCI technology or the future of gaming -and you don’t mind paying out $1,150 for the ticket (before March 1)-, this is definitely a must attend event for you or your company. This will be the consumer BCI industry’s own E3 show dear readers, and it will be huge!” (Kurzweil, 2013).

fragrance_banner

Imagine a home fragrance designer being able to test their products on consumers, through the use of neuro-technology. without the consumer ever leaving their house.

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Or better yet, imagine a pizzeria restaurant owner with the ability to tempt consumers with the smell of freshly baked pizza while their commercial flashes across the TV screen. As it stands right now, there is a heightened sense of urgency in the production of neurosensor technology as it applies to video gaming but, as a marketing professional, the potential for its use in marketing should not be overlooked.

Reference:

Antica Farmacista. (n.d.). [Image]. Retrieved May 12, 2013 from http://www.anticafarmacista.com/fragrances

Giovani’s. (n.d.). [Image]. Retrieved May 12, 2013 from http://www.pittsburghmagazine.com/Pittsburgh-Magazine/November-2012/The-Best-Pizza-in-Pittsburgh/120925-0008-Giovannis.jpg

Kurzweil. (2013, May 1). Retrieved from NeuroGaming 2013 Conference and Expo: http://www.kurzweilai.net/neurogaming-2013-conference-and-expo

Skyrim Nexus. (n.d.) [Image]. Retrieved May 12, 2013 from: http://static.skyrim.nexusmods.com/images/1737427-1323403880.jpg

IMC 619 Emerging Media: Linticular Media

Linticular Media

mcyawn

An article by Mashable’s, Todd Wasserman, recently caught my eye (pun intended).  According to the article, the ANAR Foundation (Aid to Children and Adolescents at Risk), recently created a billboard that will allow people to view the same billboard but see a completely different message based on your visual vantage point.

“The feat is achieved by use of lenticular printing, which allows different images to be seen depending on the vantage point. In this case, if the billboard is seen by children under 1.3 meters (about 4 feet 3 inches), then the message, “If somebody hurts you, phone us and we’ll help you” appears along with a phone number for the ANAR Foundation (Aid to Children and Adolescents at Risk). There’s also a message just for adults, a warning saying, “Sometimes child abuse is only visible to the child suffering it” (Wasserman, 2013).

The potential benefits of this emerging media is just now being realized and I would not be surprised if we see a resurgence in the popularity of roadside billboards in the near future.

Reference

Snapily. (2012, July 17). [Image] Retrieved from What Is Lenticular Printing?: http://www.snapily.com/blog/what-is-lenticular-printing/

Wasserman, T. (2013, May 06). Mashable Business. Retrieved from Billboard Shows Different Messages for Kids and Adults: http://mashable.com/2013/05/06/billboard-message-children-lenticular/

YouTube. (2013, April 24). Grey Spain. Retrieved from FUNDACIÓN ANAR. “ONLY FOR CHILDREN”: https://www.youtube.com/watch?feature=player_embedded&v=6zoCDyQSH0o#!

IMC 619 Emerging Media: Take A Chill Pill With Calm Technology

Calm Technology

Keep-Calm

Do you ever seem so overwhelmed by the unrelenting stream of online information coming your way that you wish you could just slow it down?  Well, take a deep breath and relax. Emerging media has got you covered with a technology program called Calm Technology.

Calm Technology, otherwise known as ubiquitous computing,  is nothing new. The precursor to this technology can be seen in the way we manually pick and choose who we follow on Twitter. However, the difference in the technology we use today and Calm Technology of tomorrow will be that Calm Technology will be able to determine what information the user receives by the informational choices they make and then slow that data down to only include the information they desire to lessen information overload and increase functionality.

Digital_Trends_Calm_Technology_Mark_Weiser

“Calm technology refers to applications that cut down on the digital noise of high-volume data to show the user only enough information so that he or she is able to focus on a task. Mark Weiser is considered to be the father of “ubiquitous computing,” a synonym for calm technology. The whole idea is to reduce distractions to our workflow without losing functionality. Weiser postulated that we should not be seeking to enter the virtual world by shopping in 3D environments, but that digital technology should enter our lives in such a way as to make it calmer and easier, not more distracted and disrupted, thus blurring the line between digital and real life experiences” (Wright, 2012).

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So, if you are suffering from technology fatigue, don’t fret. Calm Technology will soon have your back!

 

References

DocStoc. (n.d.) [Image]. Retrieved from Ubiquitous Computing: http://www.docstoc.com/docs/106186591/Ubiquitous-Computing

Jonker, T. (2010, July 19). School Library Journal. [Image]. Retrieved from Link Du Jour KEEP CALM AND…:http://100scopenotes.com/2010/07/19/link-du-jour-keep-calm-and/

Witty Sparks. (n.d.) [Image]. Retrieved May 05, 2013 from http://www.wittysparks.com/2012/11/01/five-new-digital-trends/

Wright, M. (2012, June 21). Mashable Social Media. Retrieved from 5 Digital Trends Shaping the Consumer Experience: http://mashable.com/2012/06/21/trends-consumer-experience-economy/

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