The Not-So-Secret Lives Of Us When It Comes To Data
Data has become the lifeblood of the digital age, flowing into every corner of our lives and forcing authorities to review concepts like privacy and confidentiality. Senior sub-editor from creative agency Edge, Helen Eva, looks at both sides of the data coin.
Data. The Big Brother who is watching and recording our every move and whim. The so-called ‘new oil’ of the 21st century.
Just as the real black gold has fuelled massive change, its digital namesake is underpinning a revolution that is already reshaping the way we live – with or without our knowledge or permission.
Every time we use our mobile, turn on the internet or swipe a card, we reveal to a company – often unwittingly – who we are, where we live, what we like.
The positive aspects of these data-mining activities are reflected in myriad ways – from breakthroughs in medical research to smart homes and tailored products and services.
The burgeoning Internet of Things (IoT) illustrates just how diverse and transformative the data business has become. What began in 1982 with a soft drink machine that was able to report its inventory and whether newly loaded drinks were cold, the IoT will consist of almost 50 billion interconnected objects by 2020, according to the experts. Wearable heart monitors, sprinklers that sync with moisture sensors to ensure your garden flourishes, devices that track the contents of your fridge or dim the lights when you leave a room … data is at the core of all these breakthrough technologies.
As famed English physicist and TV presenter Brian Cox said: “Our insatiable quest for information is the making of us.”
But can it sometimes be the undoing of us, too? Consider the following. In June this year, Google was accused of spying on its users, via an in-built microphone designed to allow Chrome users to conduct Google searches by voice. Privacy advocates claimed that “without consent, Google’s code had downloaded a black box of code that … had turned on the microphone and was actively listening to your room”. Google, of course, was quick to deny the spying charge, but citizen watchdogs remain unconvinced and point to Google’s apparent willingness to share swathes of private user information with the American government.
Such is the pervasiveness and power of data now that governments and organisations worldwide are having to rethink the guidelines and parameters on issues like privacy, confidentiality and informed consent.
This topic – under the banner ‘Who’s Looking at You?’ – was discussed at length recently at the Centre for Advancing Journalism in Melbourne. One of the many anecdotes to emerge from the forum was the fact that about 80 per cent of information gathered by the Australian government has an address attached to it. By linking and sharing that data, public officials can plan in detail and assemble an intricate picture that not only tells them who lives in which street, but also what the debt level is in that area and even who has back problems!
Australian Information Commissioner Professor John McMillan told the assembled throng that “anonymity is dead” and talked of the ethical and legal ramifications of using data where personal information might be involved.
Fellow panellist Professor Julian Savulescu, from the University of Oxford, warned of the possible consequences of sharing information on social media platforms like Facebook and Twitter. He related the story of gun ownership data that was released publicly in New York: It was not those who were identified as owning a weapon who were up in arms (so to speak) but rather those who were identified as not owning a gun who were outraged, as they felt vulnerable to attack.
The third panel member, The Age’s data reporter Craig Butt, likened the release of personal information to “leaving your house”. In demonstrating that all of us should be mindful of what we put in the public domain, he cited the hiring practice of a large global management consultancy: The first two steps it takes when going through job applications is to check the applicant’s social media sites; then it calls the applicant’s mobile number to see what sort of voicemail message is on the phone.
When it comes to the media and marketing world, Edge managing partner and strategy director Richard Parker says a data-driven approach has become crucial to creating content that consumers want to receive. Similarly, skills in data capture and technology are enabling advertisers to send tailored messages to devices of people with relevant interests.
For their part, consumers will reward companies that they feel can be trusted with their data and information.
As the Centre for Advancing Journalism points out, the explosion of digital data provides the potential for enormous breakthroughs in areas like communications and research – but it also throws up new challenges and dilemmas in relation to data governance, data security and data management.
The new oil, it seems, is yet to be refined.
Please login with linkedin to comment
New SiteLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.