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  • so as more more of our lives a captured in digital big data analytics is going to become increasingly ubiquitous as a society.

  • We have the opportunity to choose if we want the insides of generates to be used to exploit the manipulators or to enrich our lives.

  • How we approach privacy, we'll have the single greatest impact on that outcome.

  • Let's imagine a future where every piece of information you see is filtered by an algorithm.

  • You only see what it wants you to see your favorite social networking side, which you Larkin today.

  • Did you check your news feed?

  • Needs to go advertising revenue of diet products.

  • To do this, it primes the pump by feeding new articles Taylor to reinforce your body magicians.

  • Then, when it observes the decreasing your self confidence, it pushes talking it advertising at you to grab you while you're at a low ebb.

  • I line us.

  • The social networking site gets its advertising revenue.

  • It's client sells lots of di products I knew end up feeling bad about yourself, and it could be a lot where, aside from this here, but the reality is it doesn't have to be like this and I don't think we want to live in a world where it's going to be like this.

  • That's imagine instead, instead of manipulating you without your knowledge, the system was open and transparent with you.

  • It showed the insights that in the generators, I give you options to choose from.

  • Now, maybe you still do end up buying die product.

  • Or maybe you sign up for cooking classes.

  • You join a gym where you do nothing.

  • Whatever you do, it would have been your conscious choice, social, noble and cloud technologies they're connecting us is never before.

  • And if we want to benefit from being part of this new global human network, then we need to accept that much of our data is out there, and it's out of our immediate control.

  • The reaction of many governments is to suggest that we simply turn off the data top, either by preventing data from being gathered or wrapping it in complicated regulatory frameworks.

  • The problem with this approach is that in this interconnected wild data leaks between people, so the day to someone else shares congenital, ate an insight about you, and it may be an insight that you really don't want somebody else tohave for two years, data ownership is actually meaningless.

  • It's who the insight refers to that counts.

  • Also, defining days as public or private is also a challenge, because analytics can take public data like Social media Web data to drive a private insight.

  • For example, modeling your daily habits in order to predict your physical location.

  • On the other hand, analytics can take private data such as your GPS location to generate a public insight that never expose is uniquely identify with information.

  • So what do we do in this new wiles, this new, interconnected wild where we're faced with privacy?

  • Spaghetti.

  • There is no easy solution to privacy on Different scenarios require different approaches, however, knowing what is possible with Data Analytics, the type of insights that we can infer from the seemingly innocuous on how we can fill in missing data.

  • I believe a key challenge that we need to address is one of transparency.

  • It much the same way as consumers have decided that it's socially unacceptable to buy from companies that pollute the environment.

  • We could choose as individuals and a society if we really want to engage with organizations that are not open and transparent about how they're collecting, analyzing and using information about us on a culture of transparency could not only give us access to these insights, but it could also then enable us to exercise a probe appropriate control.

  • So how would transparency work in the real world?

  • I'd like to share with you a project I've been working on within IBM for the last couple of years.

  • So IBM has been using social on dhe collaboration technologies since long before was popular.

  • So we're sitting on probably one of the largest on the longest standing enterprise social networks on the planet.

  • Our challenge is that on the one hand, we've got an engaged, active network of employees who all looking to maximize the benefits that they get from their social and collaboration investment.

  • And then we've got a management team came to understand what the network is saying about their employees on the business as a whole.

  • When I was asked to build a system that would analyze our enterprise social network, I decided to take a privacy by design approach on.

  • Before we wrote a line of code, we define the philosophy that would guide our subsequent design decisions.

  • It had three principles.

  • Privacy in personal autonomy at the heart of every decision that we make and everything we do will be our commitment to openness and transparency with our employees, simplicity and ease of use.

  • All analytics will be clearly described simply presented on understandable toe every employee on personal empowerment.

  • Knowledge is power, and we will put actual book insight into the hands of all employees.

  • So employees get access to these new insights on they get to choose if they want to share them with anyone else.

  • Management.

  • Get access to aggregated analysis that allows them to drill down to subsets of the network, but not to a uniquely identifiable individual.

  • While this approach may seem restrictive, and if some people thought I was insane when I initially suggested that I can tell you because we're doing all this analysis, but we're not going to show you.

  • But the upside has been really significant for us on a number of different fronts.

  • So the first thing is by defining very simple principles that don't require a law degree to decipher.

  • We've demonstrated trust with our employees, and we built this trusting relationship with our employees by being open and transparent.

  • With, Um, we've been able to generate dialogue and completely change the conversation around how to use and generate value out of social and collaboration data, which for me has been one of the most rewarding parts of the project, because I've seen employees who would be naturally suspicious of such an analytic system, not only proactively requesting to join but offering to show more data on dhe really engaging in the conversation.

  • The other thing is, while is by putting employees in control off the analytics, we've demonstrated respect on dhe.

  • Then this whole engagement, respect and trust has meant that we can create new relationships with our employees.

  • So corporate programs now have access to new insights.

  • But in a way that is, they can access them in a way that is respectful and sense of two employees.

  • So, just to demonstrate an example of this a few months ago and Anapa Cassie program than IBM reached out to me and they wanted access to the analytics that we generated when I explained that you're not, unless it's with private to each employee and I couldn't share us, they were initially disappointed.

  • However, when we looked in more detail what their program needed, we recognize that we could give him so much more than analytics.

  • We could give them an opportunity to really engage on build relationships with the IBM is they wanted to recruit so our system could accurately mapped the needs of our users with the needs of their program.

  • But by reaching back to employees first before we shared anything, we not only demonstrated that this program respected the employees on their privacy, but we also ensures that the recommendations that we gave only included IBM is that really wanted to be part of the program.

  • So this team, they bravely didn't look at privacy as a barrier to innovation.

  • Instead, they saw it as an opportunity to innovate on.

  • I believe their program is back because of us.

  • So could this approach to transparency or this culture of transparency work in the external social sphere?

  • I personally believe it could, and more importantly, I believe it should, Um, much as we have given our employees access to the analytics and control on the analytics that we generate about them, why should a consumer have less level of transparency from the service is that they use.

  • I know personally, I would like to know what's of assumptions my favorite retailer might be making about me on what they're doing with those insights.

  • Data Analytics is going to be key to our future, and it's a society.

  • And if we want society to really benefit positively, we need to take this journey together.

  • If we can embrace privacy instead of fighters instead of looking for the easy solution, we look for the best solution for all participants.

  • Then maybe we can avoid this tug of war between the citizen.

  • On the one hand, who doesn't want to be digitally stalked and manipulators on the organization on the other, his very survival may depend on its ability to harvest and generate value from this data.

  • Demonstrating openness and transparency builds trust, and it allows our users to engage more openly and more freely with us and share more data.

  • Ah, more data means more value for them.

  • And for us, it's a virtuous circle.

so as more more of our lives a captured in digital big data analytics is going to become increasingly ubiquitous as a society.

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B1 中級

マリー・ウォレスデータ収集の倫理 (Marie Wallace: The ethics of collecting data)

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    林宜悉 に公開 2021 年 01 月 14 日
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