Digital footprints& datamining
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The document discusses digital footprints and online privacy, highlighting how personal data is collected and monetized through data mining by companies like Facebook and American Express. It raises concerns about the legality and ethics of data collection practices, including the use of deep packet inspection and targeted advertising. The text encourages individuals, particularly educators, to be aware of their digital footprint and its implications on personal reputation and privacy.
![Photo from
FACEBOOK.COM/zuck
“Desire for
privacy
needs to be
‘outgrown.”
“Desire for
privacy
needs to be
‘outgrown.”
“[The founding fathers]
conferred… the right to
be left alone -- the right
most valued by civilized
“[The founding fathers]
conferred… the right to
be left alone -- the right
most valued by civilized
men.”
men.”
Justice Louis Brandeis
Photo: www.loc.gov](https://image.slidesharecdn.com/digitalfootprintsdatamining-131004144837-phpapp01/85/Digital-footprints-datamining-6-320.jpg)
Digital footprints& datamining
- 1. Paige Jaeger Librarydoor.blogspot.com infolit4U@twitter Digital Footprints… You can run, but you can’t hide!
- 2. What do you think is currently being “data-mined "about you?
- 3. What’s going on? And is it right? What you don’t know, can hurt you.
- 4. Data is being collected people are making money you have a profile http://www.careerrocketeer.com/2011/07/is-your-digital-footprint-squashing-your-reputation.html
- 5. Data is being collected Data Mining…
- 6. Photo from FACEBOOK.COM/zuck “Desire for privacy needs to be ‘outgrown.” “Desire for privacy needs to be ‘outgrown.” “[The founding fathers] conferred… the right to be left alone -- the right most valued by civilized “[The founding fathers] conferred… the right to be left alone -- the right most valued by civilized men.” men.” Justice Louis Brandeis Photo: www.loc.gov
- 7. Millennials…
- 8. Data Mining …the basics “Get over it.” – Marc Zuckerberg
- 9. Scraping Facebook Dictionary.com (#1 for exposure) LinkedIn Amazon eBay, etc. +11,000 top traveled sites Speed of light…
- 10. Are you aware? i l . c o Scraping r t y @ ema a i n f o p m Weblining •You are in a “cluster” •Your credit limits may be increased or decreased based upon your “cluster” Redlining:Mortgages Weblining:Credit
- 11. Datamining …basics “Digital vacuum cleaner on steroids….” -Lori Andrews
- 12. Why? Justification: “To “optimize” your experience.” “To personalize your platform.” “To reduce your search time.” Cookies are Cookies are not a sometimes not a sometimes food food http://farm4.staticflickr.com/3408/3603584189_3e247a92ec.jpg
- 13. Data Mining… the basics Deep Packet Inspection Legally reading your emails “Like the Post Office opening your mail.” - Elise Cooper Deep Packet Inspection You can write, buy, view, and send items on the Internet with no intention of people knowing your business, but the truth is they not only know this, but they archive and sell it.
- 15. WHAT IS BEING COLLECTED
- 16. WHO IS COLLECTING THIS?
- 17. Google History…how far back do they go?
- 18. Log in to your account Click on “go to web history”
- 21. Geolocation Advertising! You can run, but you can’t hide…
- 22. Covert middleman informant = ISP The right to privacy is lost by your keystroke – One judge ruled
- 23. Who’s the bandit? High-Tech Wild West Majority of these do not ask permission Majority of these do not ask permission American Express: American Express recently announced a collaboration with Knowledge Base Marketing, Inc. …records of 175 million Americans, which it will combine with records of consumer purchases from American Express. This compilation will then be used to help companies conduct targeted marketing campaigns. American Express is not planning to specifically notify its cardholders about this operation. < http://www.mmmlaw.com/media-room/ publications/articles/privacy-data-mining-on-the-internet>
- 25. Facebook – AKA info bandit 1.8 Billion in advertising revenue in 2010 ~12 Billion Revenue in 2014 Turning your personal info into a profit stream… A must read http://investor.fb.com/results.cf m
- 28. “Private Browsing” ? www.infoworld.com “Zombie cookies”
- 29. Before… The wake up call Simple FB search Google data mine examination Pipl search Personas Only2clicks Spokeo.com (adults) Inability to separate data from owners of the same name
- 30. THE WHY: They’re making money on you BILLIONS
- 32. Data Mining at its’ best? www.forbes.com/sites/kashmi rhill/2012/02/16/how-target-figured- out-a-teen-girl-was-pregnant- before-her-father-did/
- 33. Digital diagnosis You and your personal profile
- 35. HOTSEAT? www.spokeo.com Not your grandmothe Not your grandmothe r’s r’s Whitepages! Whitepages!
- 36. Diagnosis: Sick and inaccurate Your digital profile, not likely accurate Subject to an inaccurate algorithm Digital Makeover ?
- 37. What is our role as educators? http://www.youtube.com/watch?v =79IYZVYIVLA
- 38. Digital Makeover 101 COPPA laws - Children's Online Privacy Protection Act = data and identity www.COPPA.org CIPA laws = filter Responsibility student’s …NOT the district’s http: //digitalmakeover.wikispaces.com/home News alert: FACEBOOK thinks that ‘like’ buttons should be exempt from COPPA
- 39. COPPA The commission has proposed clarifying COPPA rules (PDF) to include not only Web sites, but other "online services" such as mobile apps, network-connected games, and text messages. The FTC has also proposed a more expansive definition of personal information to include IP addresses, device identifiers, and geolocation information. http://www.privacyobservatory.org/
- 40. DIGITAL MAKEOVER Pilot CAMBRIDGE HIGH SCHOOL GREENWICH HIGH SCHOOL
- 43. GUIDING Questions What is a digital footprint? How is a digital footprint created? How may your life be affected by your footprint? Why should you care about your footprint? Do you think your digital footprint is: Good, bad or Ugly ? What could you do to clean it up? WHAT MIGHT ENHANCE YOUR IMAGE? WHAT MIGHT HARM YOUR IMAGE? Create a list of these things on the Smartboard
- 44. where/How you leave footprints GOOD HARMFUL • Photos and videos of you doing activities for school and community • Positive comments about you from others • Cool things you created for school or for fun • Embarrassing or humiliating comments or photos • Hints of drug or alcohol use • References to illegal or bad behavior • Personal information that you shared in confidence with someone • Photos that were taken without your consent The Assignment: Checking on our digital footprint
- 45. So why should you care if your footprint is ugly?
- 56. paigejaeger@gmail.com Terese Brennan, Cambridge HS Librarian CSchool3@nycap.rr.com
- 57. Resources: • NY Times: How Companies Learn Your Secretshttp://www.nytimes.com/2012/02/19/magazine/shopping-habits. html?pagewanted=all&_r=1& • Forbes: How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured- out-a-teen-girl-was-pregnant-before-her-father-did/ • What’s the difference between IvP6 and IvP4?: http://www.webopedia.com/DidYouKnow/Internet/ipv6_ipv4_differe nce.html • Albrecht, Katherine and McIntyre, Liz. How Major Corporations and Government Plan to Track Your Every Purchase and Watch Your Every Move. 2005. also: spychips.com • Andrews, Lori. I Know Who You Are and I Saw What You Did. Simon & Schuster. 2012. • Footprint photo credit: http://new-to-teaching.blogspot.com • http://www.thefilterbubble.com/ • http://www.digitalmakeover.wikispaces.com
Editor's Notes
- #5: In the next 30 minutes…. 3 things: ‘Tufts University (among others) taking YouTube applications Facebook Footprint – big and dirty
- #6: This is called “data mining” and there are now college majors in this field Continually collected - Privacy - “Once a human right, has become a thing of the past.” – CNN (Fast Future Forward…show)
- #7: When I heard Zuckerman said this, I was outraged. (Why is his FB page locked?) Looked for juxtapose figures…. Found.. Brandeis and Warren discussed &quot;snapshot photography,&quot; a recent innovation in journalism, that allowed newspapers to publish photographs and statements of individuals without obtaining their consent. He went on to be called the father of “Right to Privacy.” (ruled on wiretapping case…invasion of privacy… expectation of privacy is MISSING ONLINE.
- #8: Generation Me – The Dumbest Generation -- Born Digital and more Reason that the Internet is “free” - Social Networks are “free” Tell All, post all, regret some
- #9: While data mining is not directly related to our school jobs, we should be aware of this due to: Information and privacy advocates Impacts many things we do and the people we serve We are information professionals
- #10: One data-mining term is “scraping” - Dictionary.com is the #1 scraper – for exposure.
- #11: The WSJ reported that 70% of APPS are transferring FB user ID’s aggregator
- #12: Enormous theft…use… of private information We – ALA stand against sharing and protecting patrons rights, while ISP providers are collecting, inaccurately profiling, and insulting us. There is NO overall privacy statute… close FTC laws about adhering to privacy policies, but there has to be an “expectation” of privacy and courts have ruled… CISPA (Information Security Protection Act… – - Everyone in Congress as well as Pres. Obama admit that America’s Cyber-security problem is now epidemic. – Quagmire of legality…. Conversation has begun.
- #14: CISPA – Amendment to 1947 National Security Act…Cyber Intelligence Sharing and Protection Act – 2 sections: 1 for security, 1 to limit data aggregating(…supposedly) Quagmire of legality… discussion has begun to limit data mining CISPA Cyber (Information Security Protection Act… – - Everyone in Congress as well as Pres. Obama admit that America’s Cyber-security problem is now epidemic. – Quagmire of legality…. Conversation has begun.
- #15: In the chat box, type something you’ve seen an advertisement for after you have searched. (Behavioral advertising)
- #21: Inform, Educate, and REMEDIATE REFORM - We were looking for a way to …
- #23: One NYU professor called this “anti-democratic” – you don’t have to be an NYU professor to see that
- #24: Axiom = biggest company you never heard of American Express just reached an agreement with Knowledge Based Marketing… 61% believe what they do online is private 70% oppose being followed on the web. Majority do NOT ask permission– double click tracker
- #26: Also: How Major Corporations and Government Plan to Track Your Every Purchase and Watch Your Every Move. 2005 (Older, but now everything is coming true…)
- #29: No such thing… When you leave the adobe flash cookies will capture the history.
- #30: Greenwich librarians, Nicole Carner shared her kids were “horrified” at their first investigation - ‘NEEDS TO START EARLIER THAN 11TH…”
- #31: Both Facebook (which refers to itself as a “nation” now) and Google make BILLIONS The Internet is “free” after all…. FB is “free” after all…. Words w/Friends is “free” -- at face value….
- #33: Data Miner identified 25 products that were a “predictor” of pregnancy… based upon purchasing history of thousands of “guests” Guest ID’s are attached to credit card numbers and purchases are “tracked” …and predicted. (There is an opt-out choice…. Look online for the 800 number.) “Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements and a bright blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August
- #37: They are “redefining” who you are… 2nd self is likely a distortion of yourself
- #38: We were looking for a novel new program…. Something to be a breath of fresh air…
- #39: Transfer responsibility to the student – SSL NYLA conference Joyce Valenza said something… aha moment. EL 2012 Looking for new novel program
- #44: I recorded the students answering these questions. Then we discussed the questions until we had a working definition of the term digital footprint, we understood how it was created, and how permanent it remains online.
- #45: I have the students guess the social media being described.