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18Feb/120

Lots of little brothers… all watching you

Predictive analytics at its best... and worst.  Charles Duhigg's article How Companies Learn Your Secrets published in New York Times opens a big can of worms here. The truth is that we are getting better and better with predictive analysis aided by ever powerful computers and software, and better mathematical models... and we are getting closer to the point where our secrets do not even have to be stolen as they could be inferred from mountains of tiny clues we left behind as we are going after our daily lives.

The key to make this happen, the facilitator is unique identifiers we acquire with our credit cards, loyalty cards and other numbers that could be used to track your activities. It has its uses - such as prevent fraud, prepare for an eventual disaster and so on.. But there is more insidious side to the predictive nalytics - instead of Big Brother watching we have hundreds of small ones actively engaged into collecting and trading our personally identifiable information - something we are only too happy to give away for a few pennies in discounts on overpriced merchandise.  So goes our privacy - not with a bang but with a whimper

 

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