Oct

6

Dataclysm, from anonymous

October 6, 2014 |

 Google has always given me the creeps. They have an awful amount of information and power and its growing. They are not the only ones.

In the Dataclysm, by Christian Rudder, who owns Okcupid an electronic dating service, he discusses the issues involved in big data. We all give up information in every transaction, when we go on Facebook, do a Google search, buy with a credit card, redeem a coupon. We get value in return, but the big data can be mined in creative ways to find out some very personal information. Facebook data can be used to determine if one is homosexual with an 80% accuracy. Target can determine if a customer is pregnant. Target doesn't want the customer to know that they know she is pregnant, so they put in lawnmower coupons together with the cribs and diapers so the customer will think she is getting the same booklet as the neighbor. Not. Big brother is watching.

In Okcupid data, they can tell a persons race by the language they use. Curiously men view women as being half above average in looks, and half below average, a bell curve. However, when women view men, they only think one in six men is above average in looks! My wife says, well that's obvious…women look at other things in men, not just looks. I guess that's how the ugly old guy gets the megababe.

On the dating site, people filter all the women or men by multiple criteria, however in experiments, they found that people were more satisfied by the experience in a blind date, (without pictures) even when one party was below average and the other above average in looks. Take away: people do not want really what they say and think they want.

Funny factoids aside, there are some big issues in privacy, use of the data. NSA has access to even more data, and recruits top math students to decipher it. What do they do with this info? They are not under the motto, "Do good".

We are basically at the beginning of history. Data is just starting to be collected. Kids now have their whole lives frozen and preserved forever in digital form. That drunken polaroid does not disappear when cleaning out the attic.

The book is annotated with explanations. I'd be interested to hear from the statisticians how this big data is mined. The word counts and graphs a la Tufte (who Rudder mentions) helps to tease out info.


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