Author: Olis Copisetic

What is your “Data-Self”

Personal details from your Internet profile—from your professional history to how many friends you have—are being collected, analyzed, and sold. Tie that with every physical place you have ever been with your phone in your pocket and you have your “data-self”.  A Virtual you that is as real as you are.  A trail of bits and bytes that someday could be used against you but today is being sold to the highest bidder. How and Why Businesses want your data. Not to mention that all those annoying “robo” calls you get are based off of your “data-self”. It is your data-self that they are calling.

Enter Cambridge Analytica

If you are halfway paying attention, you have heard of Cambridge Analytica. They take your data and apply analytics to it and then can build a profile of YOU!  They then sell this “profile” of your data to the highest bidder. Although they built profiles from Facebook, we want to concentrate on your data-self or your data profile.  Although Facebook and Twitter have a lot of users, they are not being used by a majority of the public yet.  Smartphones? The proliferation of smartphones is far greater than social media.  Smartphones with GPS.

What is your data profile? Think of it this way. That Cellphone in your pocket has been talking to cell towers 24-7 365 days a week.  An Analytics company or some other nefarious organization can build a complete data picture of you in virtual reality.

So who cares, I’m not doing anything wrong or even interesting.

Okay so you have had that cell phone number since 1999 and you are willing to show the world every place you have been in that ten years.

Your data profile will show that between the time of 6:01 am and 6:13 am your data-self arises from sleep and checks your latest messages and or email. Based on 10 years of data, your average time to get out of bed is 6:13 on Mondays 6: 09.5 on Tuesdays and Wednesdays, 6:08 on Thursday and 6:01 on Friday. Saturdays and Sundays are in a separate category, but those times have been recorded too.  Probably something like 7:25 am.  Your pattern will be based on your work schedule and based on the recorded times; they will even know when you took your vacations and where you went based on the cell towers pinging your phone.  Everywhere you have ever gone with that cellphone in your pocket is now a matter of your virtual history and it is sitting in some database at your provider, for sale or for use by the government.  

Isn’t this illegal or an invasion of privacy? 

The Supreme Court says that if you invited a third party into your life, there is no privacy.  And, besides, the pinging records of the cellphone off of the cell towers are not your property.  Those data points are the property of your cell phone provider. They can do anything they want with their property. Plus, you probably signed over a release in some “Terms of Service” agreement at some point anyway.

So what! I still don’t care. I am not doing anything wrong. 

That is fine as you agree with and follow the directives of the people in power. What if that ever changes.  Remember we are talking about your physical presence being recorded in virtual reality.  We haven’t yet touched on your online activity and your use of apps and other devices. (photos and posts)

Your physical-digital record can tell what stores you visit, what kind of restaurants you prefer and how many times a week you frequent those restaurants.  We know where you gas up your car and how many times a month you “gas up”.  Suppose you are so inclined to fire up a joint and you can’t wait for your state to legalize it.  Your profile shows that you visit that certain guys address monthly and low and behold, he just got busted for selling pot.  Not to mention that every time you visit this address, you stop at an ATM to make a withdrawal.  There you sit and suddenly, a knock on the door.

 

Analytical Companies are spring up like mushrooms. There must be a ton of money involved in the harvesting and selling of your boring and unexciting data self.  

We all know how you may search for some information about a product and then for weeks on end, online ads related to the product keep appearing on the websites we may visit and apps we use.  What will happen next?  Analytics will sell your info to people that want to start doxxing you or show up at your door to “sell” you something?

Nah I still don’t see the problem with some corporation having all this info it is harmless and besides they are just trying to make my life easier.

Okay, then try this: What if they get it wrong? How a data mining giant got me wrong.

Instead of then “classifying” you as a middle-age family man you are labeled as a 20 something Anti-Fascist marching for “social justice”.

Keep in mind that someday soon, if not already, Personel Offices will be contracting with Analytics Companies for new hires and ways to shorten the application list.

Facebook and Google are the most well known but there are also others: Acxiom, Corelogic, Datalogix, eBureau, ID Analytics, Intelius, PeekYou, Rapleaf, Recorded Future and of course Cambridge Analytics.

Here is a list of information used to build your data-self.

Sensitive Identifying Data

•          Social Security Number

•          Driver’s License Number

•          Birth Date

•          Birth Dates of Each Child in Household

•          Birth Date of Family Members in Household

 

Demographic Data

•          Age

•          Height

•          Weight

•          Gender

•          Race & Ethnicity

•          Country of Origin

•          Religion (by Surname at the Household Level)

•          Language

•          Marital Status

•          Presence of Elderly Parent

•          Presence of Children in Household

•          Education Level

•          Occupation

•          Family Ties

•          Demographic Characteristics of Family Members in Household

•          Number of Surnames in Household

•          Veteran in Household

•          Grandparent in House

•          Spanish Speaker

•          Foreign Language Household (e.g., Russian, Hindi, Tagalog, Cantonese)

•          Households with a Householder who is Hispanic Origin or Latino

•          Employed – White Collar Occupation

•          Employed – Blue Collar Occupation

•          Work at Home Flag

•          Length of Residence

•          Household Size

•          Congressional District

•          Single Parent with Children

•          Ethnic and Religious Affiliations

 

•          Court and Public Record Data

•          Bankruptcies

•          Criminal Offenses and Convictions

•          Judgments

•          Liens

•          Marriage Licenses

•          State Licenses and Registrations (e.g.,Hunting, Fishing, Professional)

•          Voting Registration and Party Identification

Social Media and Technology Data

•          Electronics Purchases

•          Friend Connections

•          Internet Connection Type

•          Internet Provider

•          Level of Usage

•          Heavy Facebook User

•          Heavy Twitter User

•          Twitter User with 250+ Friends

•          Is a Member of over 5 Social Networks

•          Online Influence

•          Operating System

•          Software Purchases

•          Type of Media Posted

•          Uploaded Pictures

•          Use of Long Distance Calling Services

•          Presence of Computer Owner

•          Use of Mobile Devices

•          Social Media and Internet Accounts including: Digg, Facebook, Flickr, Flixster, Friendster, hi5, Hotmail, LinkedIn, Live Journal, MySpace, Twitter, Amazon, Bebo, CafeMom, DailyMotion, Match, myYearbook, NBA.com, Pandora, Photobucket, WordPress, and Yahoo

 

Home and Neighborhood Data

•          Census Tract Data

•          Address Coded as Public/Government Housing

•          Dwelling Type

•          Heating and Cooling

•          Home Equity

•          Home Loan Amount and Interest Rate

•          Home Size

•          Lender Type

•          Length of Residence

•          Listing Price

•          Market Value

•          Move Date

•          Neighborhood Criminal, Demographic, and Business Data

•          Number of Baths

•          Number of Rooms

•          Number of Units

•          Presence of Fireplace

•          Presence of Garage

•          Presence of Home Pool

•          Rent Price

•          Type of Owner

•          Type of Roof

•          Year Built

 

General Interest Data

•          Apparel Preferences

•          Attendance at Sporting Events

•          Charitable Giving

•          Gambling – Casinos

•          Gambling – State Lotteries

•          Thrifty Elders

•          Life Events (e.g., Retirement, Newlywed, Expectant Parent)

•          Magazine and Catalog Subscriptions

•          Media Channels Used and Media Watched

•          Participation in Outdoor Activities (e.g., Golf, Motorcycling, Skiing, Camping)

•          Participation in Sweepstakes or Contests

•          Pets

•          Dog Owner

•          Political Leanings

•          Assimilation Code

•          Preferred Celebrities

•          Preferred Movie Genres

•          Preferred Music Genres

•          Reading and Listening Preferences

•          Donor (e.g., Religious, Political, Health Causes)

•          Financial Newsletter Subscriber

•          Upscale Retail Card Holder

•          Affluent Baby Boomer

•          Working-Class Moms

•          Working Woman

•          African-American Professional

•          Membership Clubs – Self-Help

•          Membership Clubs – Wines

•          Exercise – Sporty Living

•          Winter Activity Enthusiast

•          Participant – Motorcycling

•          Outdoor/Hunting & Shooting

•          Biker/Hell’s Angels

•          Santa Fe/Native American Lifestyle

•          New Age/Organic Lifestyle

•          Is a Member of over 5 Shopping Sites

•          Media Channel Usage – Daytime TV

•          Bible Lifestyle

•          Leans Left

•          Political Conservative

•          Political Liberal

•          Activism & Social Issues

 

Financial Data

•          Ability to Afford Products

•          Credit Card User

•          Presence of Gold or Platinum Card

•          Credit Worthiness

•          Recent Mortgage Borrower

•          Pennywise Mortgagee

•          Financially Challenged

•          Owns Stocks or Bonds

•          Investment Interests

•          Discretionary Income Level

•          Credit Active

•          Credit Relationship with Financial or Loan Company

•          Credit Relationship with Low-End Standalone Department Store

•          Number of Investment Properties Owned

•          Estimated Income

•          Life Insurance

•          Loans

•          Net Worth Indicator

•          Underbanked Indicator

•          Tax Return Transcripts

•          Type of Credit Cards

 

 

Vehicle Data

•          Brand Preferences

•          Insurance Renewal

•          Make & Model

•          Vehicles Owned

•          Vehicle Identification Numbers

•          Vehicle Value Index

•          A propensity to Purchase a New or Used Vehicle

•          Propensity to Purchase a Particular Vehicle Type (e.g., SUV, Coupe, Sedan)

•          Motor Cycle Owner (e.g., Harley, Off-Road Trail Bike)

•          Motor Cycle Purchased 0-6 Months Ago

•          Boat Owner

•          Purchase Date

•          Purchase Information

•          Intend to Purchase – Vehicle

 

Travel Data

•          Read Books or Magazines About Travel

•          Travel Purchase – Highest Price Paid

•          Date of Last Travel Purchase

•          Air Services – Frequent Flyer

•          Vacation Property

•          Vacation Type (e.g., Casino, Time Share, Cruises, RV)

•          Cruises Booked

•          Preferred Vacation Destination

•          Preferred Airline

Purchase Behavior Data

•          Amount Spent on Goods

•          Buying Activity

•          Method of Payment

•          Number of Orders

•          Buying Channel Preference (e.g., Internet, Mail, Phone)

•          Types of Purchases

•          Military Memorabilia/Weaponry

•          Shooting Games

•          Guns and Ammunition

•          Christian Religious Products

•          Jewish Holidays/Judaica Gifts

•          Kwanzaa/African-Americana Gifts

•          Type of Entertainment Purchased

•          Type of Food Purchased

•          Average Days Between Orders

•          Last Online Order Date

•          Last Offline Order Date

•          Online Orders $500-$999.99 Range

•          Offline Orders $1000+ Range

•          Number of Orders – Low-Scale Catalogs

•          Number of Orders – High-Scale Catalogs

•          Retail Purchases – Most Frequent Category

•          Mail Order Responder – Insurance

•          Mailability Score

•          Dollars – Apparel – Women’s Plus Sizes

•          Dollars – Apparel – Men’s Big & Tall

•          Books – Mind & Body/Self-Help

•          Internet Shopper

•          Novelty Elvis

Health Data

•          Ailment and Prescription Online Search Propensity

•          Propensity to Order Prescriptions by Mail

•          Smoker in Household

•          Tobacco Usage

•          Over the Counter Drug Purchases

•          Geriatric Supplies

•          Use of Corrective Lenses or Contacts

•          Allergy Sufferer

•          Have Individual Health Insurance Plan

•          Buy Disability Insurance

•          Buy Supplemental to Medicare/Medicaid

•          Individual Insurance

•          Brand Name Medicine Preference

•          Magazines – Health

•          Weight Loss & Supplements

•          Purchase History or Reported Interest in Health Topics including: Allergies, Arthritis, Medicine Preferences, Cholesterol, Diabetes,

•          Dieting, Body Shaping, Alternative Medicine, Beauty/Physical Enhancement, Disabilities, Homeopathic Remedies, Organic Focus, Orthopedics, and Senior Needs

Still not concerned.  Well you should be.  We hear the screaming about reducing your “carbon” footprint, but never a word about your digital footprint.  Now let us suppose you want to run for Public Office, or are being sued, or going through a divorce.  Once lawyers find out that a complete digital blueprint of you is available for the asking why the sky is the limit.

You can reduce your “digital footprint” by going alt.  GoAltNow.com is a place to discuss alternatives to big corporate data collectors.