I was reading an article about how social data should be integrated into enterprise analytics. It talks about how the data from who you contact and subjects discussed or researched should be integrated into enterprise level analysis to so that if that bad a company can associate that bad review with the person that did the work and engage in problem correction. It also lightly mentions the application of online and offline connections with store visits and sales.
I walk a fine line with regards to the coolness of the data
being tracked and analyzed and the better targeting of products, friends, information, or entertainment that I might be interested in and the paranoia of big brother looking over my shoulder. I read far too much science fiction to not see both sides of the coin in this case. And unfortunately for the people I know that would like to find a way to stay anonymous to the greater marketing and research world as well as all the other entities tracking our existence, I don’t think it’s going to happen without completely going off grid. And even then you will be track-able at least to your extrication point.
The evils of the idea are the same as the benefits. If the research shows that people are only looking at certain things then the impetus for innovation is limited. Why try a new product when all research shows no one is asking for it. Or the variety of that product is limited because, well the only color people are buying is in black. Perhaps because it only comes in black and since people want the product they buy it in black. The next similar product will only be offered in black because people only buy those type of items in black. You see the circle of thought we can get into here.
As I was reading the other thing that occurred to me was that all that data could be used to socially engineer society towards more environmentally sound practices and desires. It could be used to slowly play on our subconscious so that our tendencies are towards recycling, lower power consumption, more fuel efficiency and more cooperative behavior. Sadly, the idea that this social engineering would be used for only some altruistic outcome is naïve at best. While it would be a great idea and potential boon to the planetary population it can also be used for outcomes much less pleasant. As much as it could be used to unite it could be used to divide.
I suppose the question is: Do we really want to go down that road and let that genie out of the bottle? I think we already have. And if we haven’t I think it is inevitable. And once the marketing and sales types get done with all the data will the social scientist get a chance to see if there is a way to make it benefit society? Probably not because there is not money in it and that is the whole point of integrating social data into enterprise analytics. How do we sell you more things and make more money, not how do we make things better.
Originally published at: suguayproductions.com/joomla which has been discontinued.
