Personalization and Privacy

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1 Topics to be covered Personalization and Privacy Presented by Mike Enright Rose Ferro Yumi Mukai Eddie Goodwin Reasons people want privacy Government laws to protect peoples privacy How businesses use personalization in everyday life How businesses get around the governments laws Technologies Used What kinds of technologies are used for Personalization? Internet Cookies E-commerce Telephone Mail Used to determine a customers buying behavior Creates a personalized buying experience. Offering a unique product or service for each customer. What is Personalization Information? Personalization Information is the use of technology and customer information to tailor electronic commerce interactions between a business and each individual customer. Using information either previously obtained or provided in real-time about the customer, the exchange between the parties is altered to fit that customer's stated s needs as well as needs perceived by the business based on the available customer information. The purpose of this information technology combined with marketing practices specialized for the World Wide Web is to: Better serve the customer by anticipating needs Make the interaction efficient and satisfying for both parties Build a relationship that encourages the customer to return for subsequent purchases What do people want private? Buying Patterns Personal Information Records Address Phone Number Medical Criminal Credit History Etc. Web Surfing Patterns Cookies Cookies A method for companies to track user information from web pages. A tool used to better a webpage. Also used to track web surfing patterns, and in some cases exploit user information. Users are given options to turn off cookies, but most are unaware of such features in their web browser.

2 Public Knowledge of Cookies Unethical use of Cookies 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Accept all Reject all Warn me Not sure cookies In 1999 the online advertising company DoubleClick built software that allowed them to track users Web activity anonymously with people s names an address in their database without the users knowledge. Because of the size of the Database, it was unable to be subpoenaed and DoubleClick got away with these tactics without penalty. Contracts Law Government Help Bill of Rights Amendments Anti Terrorism Bills Federal Trade Commission Children s Online Information Privacy Ways Businesses get Information Legal Ways to get Information Registration Forms Information During a Transaction Survey Questionnaire Web Mining Overview Stakeholders Data Mining is a process of data gathering and analysis. Information is recorded with or without the knowledge of those persons. Analyzed to determine trends in the habits of those persons. Data Mining adds a new element to traditional style database searches. Technology in data mining has the ability to discover information in a database, without being specifically asked to find certain data. The analytical process can then construct groups of people under different characteristics in which the data mining process can define. Individual whose privacy is violated Companies who violate customers privacy Third party companies Those who benefit from the results of the data mining process

3 Individual whose Privacy is Violated A person who subscribes to a service or purchases a product which requires them to divulge personal information. In most cases the person does not know the effect of giving out this personal information Examples Buying a car Applying for a credit card Getting a loan Registering for a class at a university Companies that use Data Mining Companies create large data warehouses. From the warehouses they data mine the information to obtain patterns of the customers habits. Some companies use this data to make profits. Others sell this information to third party companies for marketing purposes. $ Brings in a HUGE PROFIT.$ Third Party Companies Those who purchase the results of the data mining process. They use this information to attract certain clients. Junk e Spam Junk Snail Mail Phone Calls Pop Up Ads Companies spend millions of dollars to obtain this information. Fourth Amendment The right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures, shall not be violated; and no Warrants shall issue but upon probable cause, supported by Oath or affirmation, and particularly describing the place to be searched, and the persons or things to be seized. Consequences of Unethical Data Mining Civil Liability Loss of money Privacy suits Loss of more money Company goes bankrupt Loss of reputation How do Businesses Surpass Laws? The government takes a biased stance regarding the fourth amendment and computers. 4 th Amendment was written in Supreme Court makes decisions regarding Computer Privacy based on their interpretation of the Amendment in modern day context. Transmissions broadcast beyond your personal area are not considered private. Obtain the information legally without contracts involved. Customers are not given the option to keep their information private. The companies then imply consent of use. Loopholes in the system Example Fleet gives the information to Sears then Sears can use that information legally. Only Fleet can be brought to court on breach of contract. NOT SEARS.

4 DEMO Ethical Dilemma Where should the line be drawn for companies to make ethical decisions regarding privacy? Bottom Line: Ethics vs. Profit. Discrimination Income based Expenditure History Place of inhabitance Marital Status Gender Credit History Ethnicity Etc. Points of Conflict What can we do? How can we prevent the unauthorized use of personal information? Talk to companies Make sure both you and the company understand and know what the information can be used for. Don t divulge information that is not required for a certain service or transaction to be completed. Inform companies that they require your consent to give away your information. Responsibilities of Companies Respect the customers right to privacy Provide a definitive privacy policy on ALL documents Listen to the customer Value the customers business more than their name on a list Mutual Understanding As long as there is a market for information as a result of data mining, personalization and privacy issues will exist. In the long run companies will lose the trust of their costumers and move to companies that they feel are more reliable. In the end privacy benefits both the consumer and the company

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