To use or not to use, behaviour data.

INFS6016 Week 2 Digital Business Model Reflection | Session 2: Perspectives on Digital Innovation

In our week two workshop, we undertook two enlightening activities. The first involved designing an innovative digital solution for business card exchanges.

(LOOPD)

One of my proposals, eerily akin to the company LOOPD discussed during the workshop, leaned into the IoT realm, facilitating seamless business networking experiences. However, a salient point by Carol about LOOPD's tag system was its capability to gather behavioural data. This not only augmented the company's value but also became a pivotal revenue stream for them, which was also segued into our second activity on using behavioural data to assess driving habits for an insurance company.

( Lecture slide )

Yes, behaviour data! Oh dear.

Starting from my cashback usage, I often rely on cashback services to manage the relatively high living costs in both Australia and the UK.

( A cheeky way to save money Aha? )

But at its core, these services harvest your browsing and purchasing data, subsequently selling it to other enterprises for profit. Reflecting on this, two few concerns has raised in my head:

1. Low-income individuals. They might have no choice but to look for any solutions, to save their money. Inevitably, these people will use cashback services with no data privacy awareness.

2. With accessible behaviour data, businesses might exert subtle control over our actions.

(ChatGPT talking)

Drawing from my specialisation in data analytics, I realise the potential of predictive models, especially with the infusion of AI. If these models can predict our every move, are we simply puppets in this age of digital innovation? How to protect those low-income people when they have no choice?

STOP. Turn around. What if we really need this behaviour data, in a good purpose?

( My colleage and I in London, such a lovely experience.)

Back to the UK, When I was doing marketing, we actually had a massive headache about collecting the behaviour data, why?

GDPR. This is a regulation that champions data privacy for EU citizens, ensuring transparency from entities processing their data. It creates many boundaries stopping us from getting the user’s data.

(Check this link if you want to know more about this policy https://www.blog.visionspace.com/blog/2021/1/21/what-is-gdpr-privacy-policy-and-tips-on-how-to-comply-part-2nbsp)

Because we weren't able to capture enough user's data, how can we do great advertising without enough customer databases to hit our market? That's an issue.

Although we found solutions, which involved finding another data company to use an advanced model to predict the user data by using less behaviour data, then it just hit me how complex it is for a business to spend extra costs just for getting a better marketing campaign. Not fair for small businesses. and maybe there’s something right for business about using behaviour data.

So this session made me ponder: How can we strike a balance? Between harnessing data for genuine benefits, like tailored advertising to deliver better information, and the potential misuse that infringes on human rights?

To use or not to use, behaviour data. That’s a question.

( Btw, welcome to browse my personal website, including my painting, listen to the song I wrote :)