The problems of regulating predictive analytics

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“It’s called “predictive analytics” in the trade and New York Times report of the Target case explains how it’s done. One of the company’s data analysts noticed that some women customers were loading up on supplements such as calcium, magnesium and zinc. “Many shoppers purchase soap and cotton balls, but when someone suddenly starts buying lots of scent-free soap and extra-big bags of cotton balls, in addition to hand sanitisers and washcloths, it signals they could be getting close to their delivery date.”

Read more on how the analysts are building personal data profiles by cross referring purchase data ahead of the regulatory bodies who are trying, in vain, to protect our privacy … here

The way developing technology has had the unintended consequence of allowing companies to target advertising at consumers is a great example that illustrates the Collingridge Dilemma

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