Software is getting better and better at slicing and dicing and
turning data into information. Databases can help companies
build profiles of user behavior based on billions of statistically
analyzed data points. Data fusion is also a popular way of adding
value to data by combining two or more data sources. Your shopping
history could be compared with your medical records to
reveal a statistical correlation between your rising weight and
your purchases of ice cream and snack foods. Processing the
records of others with similar histories could result in a profile
that companies could use against you. Imagine, while in line at
the checkout counter, you happen to get a wireless email from
your health insurance provider threatening to cancel your coverage
unless you put the Ben & Jerry’s back where you found it!
The very fact that Wireless Internet use will create another
source of consumer data is troubling when we look at the
money that is going into creating this system. The cost of new
networks and services can be at least partially alleviated with
revenue gained from selling this personalized data to companies
that are experts in data fusion and profiling and that specialize
in processing and selling consumer information.
Wonder why more consumers haven’t revolted and refused
to participate or even understand what is happening to their
data? We’ve been bought off with the convenience and savings
that these loyalty programs and electronic systems offer. Until
consumer awareness of the potential dangers increases most
will likely continue to sign away bits and pieces of personal data.
We believe it will take a series of high profile abuses of personal
data before many consumers will trade off that grocery store
loyalty card 20 percent discount on soda and chips in exchange
for greater privacy. 189