The Business Exchange Bath & Somerset Issue 8: Summer 2018 | Page 21

TECHNOLOGY
Cambridge Analytica
What would happen if tech was used for good?
by Nathan Baranowski, ojo solutions
By now, everyone has heard of the Cambridge Analytica scandal – the marketing
company that abused Facebook’s app functionality to steal the data of millions.
The firm combined data mining and analysis
with a view to influence the actions of those
it targeted. While this is fairly standard
marketing behaviour, the key issues were the
empirical lack of consent from those involved,
the abuse of privileges, and the ultimate use
of the data. While people understand their
data will be used to sell them certain services,
and indeed accept it as a foregone conclusion
at this point, using personal information to
sway elections is a step too far.
Such was the public outcry that
Cambridge Analytica considered a rebrand
to Emerdata… a move rejected by parent
company founder Nigel Oakes.
All in all, the issues with Cambridge
Analytica have left a bad taste in the mouth
of the business community. Not only has the
company (rightfully) earned the ire of the
public, but it has soured the thought process
behind big data.
As with facial recognition technology,
businesses are struggling to have the business
20/01/2017
benefit shine a5-ad.pdf
through when 1 certain
actors
use the technology for nefarious purposes.
So, the question must be asked, what
could this data have been used for in the
hands of a more benevolent benefactor?
Let’s assume, for a moment, that this
data was secured entirely above board. The
relevant permissions were gained, the right
processes followed, and disclosures were
made in line with regulations. What would
happen if this data was used for good?
First, it’s important to interpret what data
was actually used by Cambridge Analytica.
The original app that took advantage of
Facebook’s API (Application programming
interface) was called ‘thisisyourdigitallife’,
pulling data from 270,000 people, as well
as their friends, family and connections –
around 50m users. At the time, Facebook’s
API allowed access to: actions; activities;
birthdays; education; hometown; interests;
locations; relationships; work history and,
of course, politics. This is, however, only a
selection of the information.
10:01
MEDICAL RISK
What happens if we look at interests, work
history and activities of people in specific
locations? Could we then extrapolate and
assess which occupations and habits are most
likely to lead to heart disease? To diabetes?
Could we use that information to provide
warnings to local businesses – to provide
advice and strategies for improving the health
of at-risk workers?
BUSINESS OPPORTUNITIES
By assessing birthdays, hometowns, interests
and work history, businesses could assess
where the greatest allocations of specific
workers are. Should a company be looking
to construct a new factory, they could know
ahead of time the best locations to consider –
providing employment where it’s needed.
EMPLOYMENT RISKS OR
POTENTIAL
What happens when a business closes -
what do the previous employees do? How
many relocate to other areas versus staying
in the same location? For larger business,
employment displacement is a fact of life.
Governmental bodies, through assessing
work history, location and activities, could
accurately map the spread of talent away
from certain areas, providing real strategies
for employment in the long-term.
Technology, at its heart, is just a tool. In
the right hands it can be used to build, and
in the wrong hands it can be used to destroy.
At a fundamental level, technology should
be used for the good of others – to provide a
real benefit to humanity as a whole. Big Data
is a huge part of this potential – it not only
allows businesses to make accurate decisions
based on the data that is held, but can even
make healthcare more effective, for example.
This progression becomes harder as the
pendulous nature of public opinion shifts.
Cambridge Analytica has not only
damaged their own company in this abuse of
data but may have set back the progress of
big data adoption as a result.
solutions
C
M
Y
CM
MY
enhancing your business using cutting edge technology
CY
CMY
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01225 220155
www.ojosolutions.com
#makingtechnologywork
THE BUSINESS EXCHANGE 2018
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