Beth Schultz

Location Analytics: All About Watching You

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Noreen Seebacher
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Re: Tracking
Noreen Seebacher   1/13/2013 10:54:19 PM
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How do we want retailers to use our data? What would provide us real value as consumers?

Ariella
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Re: Tracking
Ariella   1/12/2013 7:04:55 PM
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@Lyndon_Hnery Good that we have common ground. I'm not sure I'm quite as positive about this form of analytics as the  January 7 post,  Big Data 101: Use Web Data to Understand Customer Intent. It asserts:

The new reality is that our customers' "now" is always evolving. Any historical view is just that - history. Just when you think you have it figured out, the world, the customer, or the competition changes.

However, in web data we have a pretty cool - and frankly, rare - opportunity. We don't often have the chance to capture this detailed information at the distinct customer level - and modern analytics and automation technology make it possible to utilize this data in creating better customer experiences (and increasing revenue). Plus, once we set up our analytics machine, we keep this customer view updated over time.

 

 

Lyndon_Henry
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Re: Tracking
Lyndon_Henry   1/11/2013 4:55:52 PM
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..

Ariella writes


... I find a difference between a credit card triggering an alert for suspicious purchases -- as it also does for unusally large amounts, particularly if they are put through without the presence of the card -- or even the type of trail customers leave for retailers with loyalty cards and the type of surveillance depicted in 1984. What comes closer to that is New York City's Domain Awareness System.


 

I just want to make it clear that I too have been alerted on occasion by a credit card security office because of unusual activity on an account (e.g., larger than usual purchases), and I don't see this as an example of Big Brother in action.  And I agree about the NYC surveillance program...

 

Ariella
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Re: Tracking
Ariella   1/11/2013 12:35:57 PM
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@Beth, yes, though it is predicated on certain assumptions about consumer behavior, so I'm sure that gets logged, as well.

BethSchultz
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Re: Tracking
BethSchultz   1/11/2013 12:19:33 PM
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@Ariella, your credit card company is on its toes. But is this a case of tracking to understand consumer behavior or an example of fraud protection in action? It seems like the latter to me.

BethSchultz
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Re: Tracking at what grain?
BethSchultz   1/11/2013 12:02:45 PM
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Lyndon, when I read your comment below, I wondered why the Texas school would want students to wear locator chips and figured it had to do with security. So it's facscinating to read that it's about state funding, instead. I'm not sure making kids wear rfid tags is the right answer, but it's at least an innovative approach to solving a huge problem educational funding problem. State funding can make or break a school's ability to move beyond the most basic of services, that's for sure. I'd have to think it first tried other measures.

Ariella
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Re: Tracking
Ariella   1/11/2013 10:23:44 AM
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@Lyndon I find a difference between a credit card triggering an alert for suspicious purchases -- as it also does for unusally large amounts, particularly if they are put through without the presence of the card -- or even the type of trail customers leave for retailers with loyalty cards and the type of surveillance depicted in 1984. What comes closer to that is New York City's Domain Awareness System.

Lyndon_Henry
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Re: Tracking
Lyndon_Henry   1/11/2013 9:57:52 AM
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..

Ariella writes


... I was already aware of the tracking. Some of it, believe it or not, is meant to protect the consumer.


 

I guess I must attribute some of my aversion to all this tracking and snooping to George Orwell.  Hovering in the back of my mind since my youth is the realization that it was through ubiquitous and constant monitoring of every move and word that Big Brother was aware of Winston Smith's aversion to rats...



 

 

 

 

 

 

Lyndon_Henry
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Re: Tracking at what grain?
Lyndon_Henry   1/11/2013 9:45:50 AM
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..

Relevant to the issue of our being tracked (by gods both private and public) ... the following article was just posted to an Austin neighborhoods discussion forum:

Texas school can force teenager to wear locator chip: judge

It has prompted a rather hearty discussion...

 

Ariella
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Re: Tracking
Ariella   1/11/2013 9:11:12 AM
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@Beth I was already aware of the tracking. Some of it, believe it or not, is meant to protect the consumer. For example, one morning both my husband and I went to the same gas station in separate cars. I got there earlier.  When he went, the self-service machine wouldn't accept the credit card. TThe same card used at the same station on the same morning. raised a red flag, and the credit card company blocked it. He was able to override by paying inside, though. 

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