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My Take on Current and Future Marketing Trends

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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).

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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/

IMC 619 Emerging Media: Condensed Version, Please? I Don’t Have All Minute!

Condensed Version Please? I Don’t Have All Minute!

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Let’s face it, consumers are “time-compressed” nowadays. Many consumers belong to several different social media sites and desire a way to catch up on all the days events without spending too much time searching through endless amounts of information. High quality information provided in a condensed manner will result in very satisfied web surfer.

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So, How Do I Get Their Attention?

Example: I’m am an office worker and I get a :30 minute lunch break. During my lunch break, I want to get a mental break from work by catching-up on as much news and social media content that I can in the time allotted. How are you, as a marketer, going to capture my attention so that I feel that I have used my free time efficiently?

More content, less fluff!

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Vendor Seek gives a great breakdown of how to gain the attention of your audience:

Making advertising relatable

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Your ads should feature situations they can relate to, people who look and act like them, and realistic and desirable outcomes.

Making advertisements pleasurable

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People find humor pleasurable; everyone likes to laugh. Advertisers think of clever ways to integrate humor with their products and services. Again, not everyone will share the same sentiments regarding what is funny. Know your target market. There may be certain scenarios they would consider funny based on their likenesses.

Making advertisements surprising

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Eccentricity is closely related to the concept of novelty. ‘Strange’ is also ‘new’ to most. In advertising, we attempt to orchestrate novel and riveting images to demand attention. The element of surprise captivates consumer attention, and keeps their attention long enough until the ad features hosted services and products.

Combine the three tips above with an engaging message and you’ve got yourself the start of something wonderful!

Look To Kmart

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Kmart just stepped out with a new marketing message that is relatable, humorous, and eccentric and is relayed in a message :36 seconds long.

That leaves the average worker another 29 minutes and :24 seconds to spare.

Check out Kmart’s Ship My Pants Commercial:

I Work Better When I Surf The Internet. Really!

Give them an excuse and they will use it! “Good news for web surfing junkies. And their bosses. New research has revealed that workers who surf the net on their lunch break are likely to be more productive in the afternoon than peers who rested away from their computer screens.  The study, “Impact of Cyberloafing on Psychological Engagement,” by Don J.Q. Chen and Vivien K.G Lim of the National University of Singapore, was presented last week in San Antonio, Texas, at the annual meeting of the Academy of Management”- The Periscope Post

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Lastly, If All Else Fails, Remember to Kiss It!

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Remember, in today’s internet jungle, you need to grab the consumer attention for as long as you can. This is where I recommend that marketing strategists utilize the K.I.S.S concept: keep it simple, stupid! Media offered in the form of a short, sweet, entertaining message will most likely grab the attention of the consumer, at least for a few seconds. And, if you’re message is good, that’s all you’ll need.

Honorable mentions:

What the fluff [image]: www.ashtarcommandcrew.net
The Periscope Post: http://www.periscopepost.com/2011/08/the-benefits-of-cyberloafing-lunch-break-web-surfing-refreshes-workers-boosts-their-productivity/
K.I.S.S. [image]: http//www.forgecommunications.com
Internet Minute [image]: http://www.intel.com/content/dam/www/public/us/en/images/illustrations/embedded-infographic-600-logo.jpg
60 Seconds [image]: http://manjgura.hr/wp-content/uploads/2011/06/internet-1-minute-large1.jpg
Vendor Seek: http://www.vendorseek.com/how-to-get-attention-with-advertising.asp
A Case For Allowing Social Media At Work [image]: http://rikigarcia.com/wp-content/uploads/2011/08/Surfing-the-internet-at-work.jpg
Dilbert Marketing [image]: http://thethinkingfrog.files.wordpress.com/2010/10/dilbert-gets-a-social-media-manager1.gif
Hello My Name Is [image]: http://goleftmarketing.com/wp-content/uploads/2012/11/who-we-are-main-image-sized.jpg
Eccentric Marketing [image]: http://images2.fanpop.com/images/photos/8400000/Emilie-Autumn-eccentric-and-unique-people-8496880-511-732.jpg

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