"ALL YOUR DATA ARE BELONG TO US" OR HOW THE INTERNET GIANTS MAY HAVE A CARD UP THEIR SLEEVE
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“All your data are belong to us” or how the Internet giants may have a card up their sleeve. Luis MartinGarcia Universidad Politécnica de Madrid [email protected]
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While many people are concerned about the amount of data Internet giants like Google or Facebook have acquired over the years, it is still not clear how much of that data are they using or what they are using it for. Also, it seems to be a common belief that companies of the digital age are only present in the digital world, and that only traditional companies may operate on both sides. This paper will discuss the kinds of data Internet giants have access to, and will present some examples on how to use that data for profit, showing how Internet-based companies may jump into traditional business markets, just like traditional companies have moved part of their business to the on-line world.
Transcript of "ALL YOUR DATA ARE BELONG TO US" OR HOW THE INTERNET GIANTS MAY HAVE A CARD UP THEIR SLEEVE
“All your data are belong to us” or how the Internet giants may have a
card up their sleeve.
Luis MartinGarciaUniversidad Politécnica de Madrid
Table of Contents
Introduction
• The “information age”.
Introduction
• The “information age”.
Introduction
• The “information age”.
Introduction
• The “information age”.
Introduction
• The “information age”.
Introduction
• Traditional businesses go on-line.
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Introduction
• But do Internet-born businesses extend their presence off-line?
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The Internet Giants
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The Internet Giants
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What do they know?
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What does know?
What do they know?
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Web Index
What do they know?
What does know?
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Web Index
Query Logs
What do they know?
What does know?
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Web Index
Query Logs Result
clicks
What do they know?
What does know?
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Web Index
Query Logs Result
clicksE-mail & chat logs
What do they know?
What does know?
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Web Index
Query Logs Result
clicksE-mail & chat logs
Geo-Location
What do they know?
What does know?
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What do they know?
What does know?
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Personal Details
What do they know?
What does know?
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Personal Details Wall Messages
What do they know?
What does know?
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Personal Details Status UpdatesWall Messages
What do they know?
What does know?
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Personal Details Status Updates
"Liked" items
Wall Messages
What do they know?
What does know?
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Personal Details Status Updates
"Liked" items Connections
Wall Messages
What do they know?
What does know?
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Personal Details Status Updates
"Liked" items Connections Location
Wall Messages
What do they know?
What does know?
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?What they may not know...
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Using Knowledge for profit
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Using Knowledge for profit
• Target Market Determination
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Using Knowledge for profit
• Stock Prediction
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Using Knowledge for profit
• Trend Spotting
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Using Knowledge for profit
• Hype and Product Life Cycle Analysis
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Using Knowledge for profit
• Hype and Product Life Cycle Analysis
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Using Knowledge for profit
• Corporate or Industrial Espionage
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Conclusions
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Conclusions
• “Don't be evil”
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Conclusions
• “Don't be evil”• “Do what you do best, outsource the
rest” [Richard Branson]
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Questions?
Thank you for your attention.
