The more I think about it, the less I think there is value in sharing personal data

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Image: http://fineartamerica.com/featured/lyrical-abstraction-dawn-siler.html

Sharing PII data is something that I have been thinking about for some time and reading this Blog by Nick Crown Personal Data - Is It Truly An Asset?  - I decided it was time to put it out there.

Don't worry I am not about to trash personal data ecosystem and value from digital footprints, I want to explore thinking about why we share the actual data ..... when we could do the same but at a different level of abstraction ( hence the image above…)

  1. the base line is more data = more targeting (explored this here recently)
  2. which leads to more efficient advertising, more branding messaging but appears no overall change in real marketing spending (data) assuming you know what to look for!
  3. More data about me would include, say:
  1. my driving speed, time, routes, frequency and style. (view point)
  2. heath, diet, food intake, exercise, pedometer, pleasure, life style (data)
  3. specific medical conditions
  4. buying style and behaviour, saving behaviour, payment behaviour, items, gifts (view point)
  5. social behaviour, friends "influence", entertainment preference (data)
  6. work patterns
  • Data is used to price services, offer services, make awareness of new relevant services (supply)
  • Our intentions are used to find/ source services on our terms (demand)

    • Two scenarios (there are more but I am not trying to write war and piece)

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    1. Collection and storage of all data is the route ahead
    2. Personal data stores
    3. Offer access to store based on your terms
    4. End game - new structure and market

    My problem, who is the creator of data and who has rights ...

    I have posted over 100 times in these topics (control) (controls) (rights) (creator)

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    a.      Leave data in silos, (legislative rights already to enable you to have access)

    b.      Know where data is (web link) consider a  Digital Asset Grid

    c.      Like an app store, download from trusted source an algorithm (branded) to analyse my data

    ·         trusted means independent party vetted, transparent and open

    ·         not taking extra data or collecting more than asked for

    ·         does what it says in the terms

    d.      Analysis does not need data to be passed as run locally, finding my sources.

    ·         silo data can have a level of trusted authority assigned, certificated

    ·         personal collected data can be used and each algorithm can assign its own weighting to trusted nature

    e.      . Analysis output is offered to others on paid basis - offer insurance based on someone else's analysis engine

    f.        Data analysis goes to algorithm provider for specific purpose as defined, but not my or any PII data.

    g.      PII Data is never passed

    h.     End game. Same structure as today, new value add created

    i.       

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    I what to buy car insurance.

    1. Download the “aviva” or another car insurance algorithm app for a quote
    2. Download “compare the market” algorithm app for a quote
    3. No data send to anyone
    4. Application runs locally on your device
    5. Runs on my data sources, if any and which ones I want to share (Could be too heavy on the UI, offering selection)
    6. The analysis (which can then be anonymised) is passed back,
    7. Quote is offered, delivered or sent to user
    8. User offered if they want analysis (out come from their algorithm) to help with offer to others
    9. Settlement for analysis is back office
    10. User gets choice and data is not shared....

    The more I think about it, the less I think there is value in sharing personal data

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