PERSONAL DATA BEYOND FACEBOOK AND INSTAGRAM

Cathal Gurrin (@cathal) cathal@gmail.com

Dublin City University & Insight Centre for Data Analytics

09th October 2015

Dr Cathal Gurrin

Faculty: DCU & UiTScientist: Insight CentreLifelogger: It is what I do…

Longest visual lifelog ever gathered.70+ academic publications and onebook in the area.

Curiosity-driven scientist.

Advisory Boards, etc…

Interest in personal data, without an agenda….

INSIGHT CENTRE FOR DATA ANALYTICS

20/10/14 Slide 5

Healthier, safer and more productive world using data analytics. In this talk, I focus on Personal Data Analytics.

This used to be our personal data…

… Today’s Personal Data

The next step will change everything. New data but new expectations and challenges

… Tomorrow…

Samantha…

Agenda

5mDATA IN MARKETING

10mPERSONAL DATA

15mPERSONAL DATA TOMORROW

10mPRIVACY & DATA GOVERNANCE

The channels that we use today - Modern user attention data

Data in Marketing (2015)

Beyond Marketing - The data landscape today - Personal Sensor Data

Personal Data (2015)

Trends in personal data - The data controller - Next generation applications - Visual attention data

Personal Data (2020+)

The current situation for personal data - What is Privacy? - Likely data governance requirements

Privacy & Data Governance

5mDATA IN MARKETING

What data?

What channels?

Agenda

Exploring the usual channels to try to connect with the customer. Hoping the customer will interact with us. Limited scope.

Social Media Marketing

Understanding the levels of engagement with the customer via Facebook/Instagram likes, Twitter stars and retweets, competitions, Google Analytics. etc…

Measuring EngagementFinding the right marketing mix to communicate with your customer. Integration of old-media with new-media and some related measures

of engagement.

Physical-Digital Advertising

Websites, Microsites, Blogs, etc… Informational sources that you

hope a user will engage with. Not a standalone activity.

Strategic Website Dev.

In an attempt to be visible to the customer, engage an SEO

organisation to do what you could easily do yourself.

Search Engine Optimisation

A digital marketing strategy is has many elements from

creating content, communicating a message to measuring engagement.

Digital Marketing

Internet marketing allows us to know the customer better and to deliver targeted communications.

Digital Marketing today is dominated by a set of online WWW services that gather data on behalf of customers and in an unspoken agreement provide services in exchange for the user’s attention data.

We know the main services involved here, Facebook, Instagram, etc…

The value of personal data is beginning to be understood by the users and the rise of ad blockers and tracking blockers is a growing trend.

Today

Google Adwords (and all similar) works because both Google and the organisation both have a stake in

reaching the correct customer and delivering a targeted message.

But I am not going to talk about that…

There is a key problem with this model… there unspoken agreement is now subject to critical analysis.

People know how much their data (?) is worth and they are concerned who can access it.

My Facebook data is worth $382

Federico Zannier

70 websites, 500 screenshots, 500 webcam images; a recording of all of his mouse cursor movements, GPS

location and an application log... $2,700.

How much is your data worth?

The Landscape of Personal Data Today

10mPERSONAL DATA

Agenda

Desktop Computing1980s. Apple, IBM, Microsoft, Dell, etc…

Portable Computing1990s. Apple, Microsoft, Dell

Mobile Computing2000s. Apple, Samsung, Google

Wearable Computing2010s. Apple, Samsung, Google,…

Who knows?2030s. Apple, Alphabet, ???

Implanted Computing2020s. Apple, Google, ???

Who knows?

But it certainly will be very exciting

06Implanted computing is the next logical step … intimate integration into body function.

05Wearable computing is the big growth area now, providing information about us, to us.

04Mobile computing saw the introduction of user sensors and tracking in the real-world.

03Portable computing allowed us to access/create from anywhere with WIFI

0201Desktop computing introduced the world to the idea of content creation

01 02 03

04 05 06

The iPhone 5 is 60,000 times more powerful than the computer that guided the Apollo 11 astronauts to the moon.

Increasingly Powerful

Data

01 06

02 05

03 04

There are many different types of user attention data that can be

gathered now…

User Attention Data

01. Search Engine Data 02. Communication Data 03. New sources of App-data

04. User Feedback 05. Purchasing Behaviour 06. Web Analytics

What we openly share, such as our social

media postings and profiles that are for

public consumption.

VolunteeredThe actions of

individuals from devices such as

smartphones and accesses. Individual may not consider the

implications.

ObservedThe result of data

analytics over these two sources of data..

what we can infer given sufficient data.

Inferred

The Most Valuable Data Source

Location Activity

Movement Communications

Photos Voice

Who else can see?

Decide what you want to know.01

Activity, fitness, heart rate, blood sugar, productivity,

etc…

Wear a device to get data.02

Find the appropriate device (e.g. fitbit, smartphone,

etc…)

Extract value from the data.03

Mine knowledge and understanding… sticky!

BioHack04

Make changes in your life and self-improve

Quantified Self

The Key Driver…

The new opportunities

Narrative

Moves

Agenda15mPERSONAL DATA

TOMORROW Trends in personal data - The data controller - Next generation applications - Visual attention data

Personal Data (2020+)

New types of personal data… maintained by the individual and giving insights into the individual.

The unrelated archives become one

lifelong archive, owned by the individual and

maintained by the individual.

According to the world economic forum, increasing the control that individuals have over the manner in which their

personal data is collected, managed and shared will be key to spurring the development of new services and applications.

In the era of lifelogging, you will be able to summon up any memory or life experience…

It will change the way we work and learn, improve our health, change relationships…

It will provide an unprecedented level of detail about the activities of the individual

Using mobile/wearable devices and information loggers to automatically record everything you see, hear, learn and experience. Creates a complete and accurate record of an individual - a Lifelog, which is

owned and controlled by the individual.

Challenge is to extract value from this new data.

My Lifelog in Numbers

70+ Papers and 12 first generation prototypes

10 Years of location log, with

millions of GPS points

80 Million: heartbeats,

with GSR and activity

1 Year of computer interactions

(mouse, keyboard)

9 Years of lifelog,

since 2006

16.5 Million wearable camera images

Grows at about 1TB per year

Secure Personal Lifelog

Data such as this…

or this….

or this….

Sense and analyse factors of interest through numbers to gain

knowledge

Using knowledge for self-improvement

through experimentation Digitise as much as you can of

life experience… for many reasons, mostly unknown…

LifeloggingQuantifiedSelf

Biohacking

Next Generation of Data

Why will an individual do this?

Quantified Self

Enhanced Knowledge

Power to Change

Performance Enhancement

Data for Empowerment

New Insights

Population-wide studies

Healthcare Enhancement

Enhancing Human Memory

Upgraded Recall

Assistive Technologies

Enhanced Memory

New Interactions

Rich Sharing

Data Partners/Carers

Social Enhancement

Why? To provide knowledge to empower and to maintain control of your data…

Quantified-Self Memory

RECALL/RETRIEVAL

REFLECTION REMINISCENCE

Memory Enhancement

Quantified-Self Analytics with Limitless Opportunities.

REFLECTION

A Search Engine for Life Experience. Never Forget.

RECALL/RETRIEVAL

Reliving Past Memories for Personal Uses or Sharing.

REMINISCENCE

Recall / Retrieval - Prototype Search Engines

Reflecting on Life at a Glance - Colour of Life

Reminiscence Supporting Digital Memory

A Prototype Lifelog in 2006

Aiden Doherty, DCU, office setting, conversation, indoor,

discussing CHI paper.

“On Sept 23rd, I was in DCU discussing the CHI paper with Aiden at his desk”

The challenge is to automatically extract knowledgefrom the lifelog data to supportrecall/retrieval, reminiscence

and reflection.

What about my experiences?

Curiosity-driven science (Search Engine for Myself)

Many positive experiences, such as….

4 Billion miles… “Consider again that dot, that’s here, that’s home, that’s us…”

Why will an organisation do this?

Integrating AI - Deep Learning To understand what the user is seeing and doing

This is already happening for our image and video

data… also for our emails, browsing data,

activities, etc…

Combine this with the Narrative Clip Camera

and you have new sources of attention

data.

!!

Or large-scale tools to understand individuals and their activities… even on a societal level

Ideally we need a sensor that can record everything experience, in many dimensions…

However, there is a big overhead in generating this data. It is not an

easy problem to solve.

You could spend weeks looking at data from individuals, but this is not

feasible. You need search tools, which convert image/video data

into actionable information.

Searching is based on data analytics and machine/deep

learning to ‘understand’ the sensor data.

SegmentationFind the unit of retrieval for many use-cases… there is no one correct unit

EnrichmentAutomatically turn raw

sensor data into meaningful information

Search EngineTo index the data

InterfacesSupporting Applications

Agenda10mPRIVACY & DATA

GOVERNANCE The current situation for personal data - What is Privacy? - Likely data governance requirements

Privacy & Data Governance

8 Principles of Data Protection

01Fair ObtainingPersonal Data must be obtained and processed fairly.

02Purpose SpecificationFor one or more specified, explicit and legitimate purposes.

03Purpose LimitationIt may not be processed for other purposes.

04SecurityMust be stored safely & securely with appropriate controls.

05AccuracyData must be accurate, complete and up to date.

06AdequacyData must be adequate for the purpose, relevant, not excessive.

07RetentionNot to be kept longer than necessary for purposes.

08AccessData Subjects have right of access.

Everyone has the right to the protection of personal data concerning him or her.

Such data must be processed fairly for specified purposes and on the basis of the consent of the person concerned or some other legitimate basis laid down by law. Everyone has the right of access to data which has been collected concerning him or her, and the right to have it rectified.

Compliance with these rules shall be subject to control by an independent authority.”

Article 8, EU Charter of Fundamental Rights

EU View

Freedom of Information Requests .

Data Access

70 times more private cameras than government.

70 x Private

Security cameras are shown to reduce crime

Crime Down

Security cameras in the UK, or one per 15 people.

Five Million

Consider

SafeHarbour

What is Privacy? What is ‘My Data’? What is the long-term real impact of SafeHarbour?

Questions?

The unrelated archives become one lifelong archive, owned, maintained & monetised by, or on

the behalf of, the individual.

Lifelog

THANK YOUCathal Gurrin

@cathal

Any Questions? Interested in working with us, let me know…

“ L i f e l o g g i n g - P e r s o n a l B i g Data ” f rom the Founda t i on and T r e n d s i n Information Retrieval s e r i e s . F r e e d o w n l o a d , a s k Google.