Summary:Summary:Social Network Social Network Data Mining PrivacyData Mining Privacy

Community Team CBC NewsPosted: Nov 27, 2011 4:55 PM ET Presented by: Group 16

Facebook Data MiningFacebook Data Mining Commercial Use◦ Location

State, city, zip code◦ Demographics

Age range Sex Sexual Orientation Relationship status Languages

◦ Interests◦ Education & Work

Operational◦ Messages & Chats◦ Wall posts◦ Likes & dislikes◦ Other Demographics

Religious beliefs Political Views

Laser Focused Ad Campaigns

[1] & [2]

European Commission European Commission Cracking DownCracking DownEC plans to stop the way websites eavesdrop

◦ Currently, firms harvest information from people's activities on social  networks and make it available to advertisers

This January EC hopes to ban such targeted advertising

Users must know what data is collected and further processed and for what purposes

[1]

[3]

SummarySummaryThe social site gathers far more information and uses

them to laser-focus the advertisements that appear on each person's page by other companies. 

“Mining and analyzing these big new data sets can open the door to marketing and for this reason this information could be used for other purposes, accelerating productivity and economic growth.”

Applying data mining to those data sets will help to discover new businesses and predict consumer behavior and market shifts.” e.g. Google, Foursquare, etc. but at the same time it is important to understand the limits of privacy

Why Interesting?Why Interesting?As data miners, our tasks are colliding with these

concerns. It is important to know the privacy of the data that we are collecting for the specific analysis.

To know how the data will be used to the ultimate advantage of the people whose personal information is captured in the database.

Be sensitive to these worries when collecting or using data, or else we risk burdensome and counter-productive regulation. Some organizations have created the role of chief privacy officer to oversee the protection and use of data.

 

Relationship With CourseRelationship With Course

Relevant to chapters of Data Mining and Data Warehousing.

New application or societal impact of database techniques we learn.

The use of data mining for marketing purposes.

ReferencesReferences1. Lewis, Jason. "Facebook Faces a Crackdown on Selling Users' Secrets to

Advertisers." The Telegraph. 26 Nov. 2011. Web. 28 Nov. 2011. http://www.telegraph.co.uk/technology/facebook/8917836/Facebook-faces-a-crackdown-on-selling-users-secrets-to-advertisers.html

2. Facebook https://www.facebook.com/ads/create/3. http://donottrackplus.com/4. “European Commission Cracks down on Facebook Data Mining.” CBC

News. 27 Oct. 2011. Web. 28 Nov. 2011. http://www.cbc.ca/news/technology/story/2011/11/27/technology-facebook-european-commission.html

5. Angwin, Julia. "Facebook Retreats on Privacy." The Wall Street Journal. 26 Nov. 2011. Web. 28 Nov. 2011. http://online.wsj.com/article/SB10001424052970204224604577030383745515166.html

6. Edelstein, Herb. "Data Mining and Privacy." Information Management. Dec. 2003. Web. 28 Nov. 2011. http://www.information-management.com/issues/20031201/7768-1.html