in November 2017 Strava a company that
makes a health and fitness app launched
a PR stunt they produced an online
digital map that showed information
about all the activities and running
routes of all their users later on
military analysts looked at this map and
they realized it was so detailed that it
gave away highly sensitive information
about the whereabouts of soldiers on
active duty this was because the
soldiers their running routes showed up
on the map like circular paths in the
middle of the desert because they too
had been using the app but uploading
their data to the Internet
we all produce tons of information every
day loads of it the more information we
keep producing the more the internet
just keeps hoovering and hoovering it
all up we create so much information
that it’s estimated by the year 2020 we
would have accumulated about 40
zettabytes of data to give an idea of
how much data that is the average laptop
holes want terabytes of data for T’s
data bytes would be 40 billion laptops
worth of information I’m show T and I
run our digital marketing and analytics
business I love finding stories and data
and visualizing them but as much as I
enjoy working with data on a personal
level I’m concerned about how much of my
own data I’m sharing versus how much
I’ll have to exercise so I got one of
these a fitness tracker with this device
I can monitor my heart rates count my
footsteps
I gave him morning to my sleeping
patterns I wanted to improve my health
as much as possible and I was curious to
see if I needed to upload my health data
to the Internet in order to do that I
decided to investigate this so today I’m
going to talk about what I’ve learned
I’ll give you some examples of good and
bad uses of data and finally I’ll talk
about a couple of things I see on the
horizon a lot of the time when you
mention the words big data this usually
gives off negative connotations always
met with suspicion what exactly is big
data well it’s pretty much what it
sounds like just loads and loads of data
but recently it’s come to me much more
than that
on the one hand it means vast amounts of
data and the other hand he means the
intelligence we can get from that data
we can intelligence from that data by
using things called computer programs we
take the data we get a computer program
we put the two together and we ask to
compute a program to look for patterns
in the data or to predict future
outcomes based on data we’ve collected
in the past I don’t like to think of
data as a good thing or a bad thing I
like to think of it as a tool I like to
think of it as two sides of the same
coin just start off my investigation I
decided to look into how much of my data
I’ve been sharing I’ve got a Google
account I’ve had one for about 10 years
so I decided to start there I downloaded
all the information Google had on me and
this was relatively straightforward
using a tool called Google takeout when
I did this to be honest with you I was
staggered by what I discovered Google
had a record of everywhere I’d ever been
with my mobile phone every time I turned
it on this has been recorded Google had
a record of everything I never searched
for and deleted
as year I am figured out we had to
permanently remove that Google also had
an advertising profile on me that
contained information about my name my
gender my interest in hobbies Google new
wood app I’d used when I’d use it and
for how long I’d been using it and
finally Google had a complete history of
my entire YouTube viewing activity in
total all this information came up to a
whopping six gigabytes of information
six gigabytes that’s about three million
feeling a bit rattled by this I decided
to look for some more positive uses of
data so I turned to social media in
Tunisia in 2011 there were protests
going on all over the country these
protests were being brutally crushed by
the regime and as a result there was no
media coverage in protest a man in a
village set himself alight somebody
filmed this and the footage found his
way to Al Jazeera they then broadcast it
across the Middle East in no time at all
Tunisians were connecting through social
media exchanging stories they felt more
connected they realized they were all
thinking the same thing and instantly a
revolution began this was the beginning
social media isn’t the free service we
pay for it by giving up information
about ourselves and in this instance
this seems like it was a price worth
paying I feel good about this so I
decided to look for other stories like
this involving data I came across one
about Haiti in 2010 now in that year in
the country suffered a devastating
earthquake especially in the city in the
capital port-au-prince but as it happens
during and after the disaster there was
loads of live tweeting going on
there was so much social media activity
going on that outside agencies and teams
of data scientists volunteers decided to
get together and analyze this
information they were able to figure out
the locations as well as the severity of
the damage through the tweets list and
allowed them to figure out the most
serious life-and-death situations they
wrapped up all his information and put
it into a digital crisis map this map
was used to direct emergency services
and rescue operators on the ground now
this was the first time in history that
outside agencies had more accurate and
up-to-date information then he murders
his services did on the ground during a
natural disaster in these examples data
allowed us all to be more connected it
allowed us to come together and use our
collective intelligence to solve our
problems maybe in the future of gages
technology to manage our resources
better or even help us fight climate
change who knows the possibilities are
endless I carried on my research and I
thought about the healthcare industry I
came across something called wellness
programs now a wellness program is where
a company tries to reduce the amount of
staff sick days it has basically invites
an outside agency to come in and
instigate a health care program
sometimes staff members get to wear a
fitness carriage like this and they get
apps to help them want to improve their
health their managers get regular
reports on the health of their staff and
some wellness programs have had some
successes but on the flip side to that
even in the data and the reports the
naanum eyes it’s still possible to
target and pinpoint individual members
of staff for example if a lady was
ordering the contraceptive pill through
the app and she stopped doing that this
would be highlighted in the report and
it’ll be possible to figure out that
someone was trying to get pregnant or
or if someone had a serious illness and
they didn’t want to share this
information this too could be
highlighted in the report this raises
serious privacy issues now do I think
this is a good use of data personally I
don’t think so
I think people’s medical records and
their employment records she be kept
sticking with the hell theme I came
across to another story about flu
outbreaks in the u.s. now until recently
the way they figured out the next few
outbreak was by centralizing all their
health data and analyzing it in the CDC
this is their Center for Disease Control
now this process took about two weeks
and researchers wanted to see if they
could cut down this time in fact
researchers wanted to see if they could
predict the flu outbreak has to happen
in real time it’s had the potential to
save thousands of lives so as a result
that Google Flu Trends project was
created the program looked at five years
worth of Google search data and it
focused on search terms relating to the
flu such as flu remedies colds have I
got the flu
and so on analysts found regular
patterns between the Google flu the
Google search data about flu and the
CDC’s flu outbreak data now researchers
were able to predict the next through
outbreak up to 10 days in advance in the
beginning the accuracy of the program
was fantastic about 97% and this worked
great for about two years
then suddenly the program’s prediction
started to fail the program got so bad
in fact that Google eventually shut down
the website so why did it fail it failed
because information doesn’t exist in
isolation there are always consequences
of context the problem was getting lots
of stories in the news about what a
severe flu season they had the previous
year this generated more interest in the
flu so more people than usual search
Google for information about the flu in
this confuse the computer programs this
is what I mean about when I say data is
two sides of the same coin
on the one hand this information was
highly usable but in the other hand you
do need human judgment to make the best
use of it
I started off his journey looking at my
fitness tracker trying to figure out
whether she share my health data online
now there are some advantages to doing
this and some benefits such as goal
tracking competitions and being able to
find the most popular running routes in
my area but that being said there are
still questions over who owns that data
you or the company what if your fitness
company goes bust or if you want to
switch companies and move your data
across could you do that all of this
depends on the policies of the company
choose to go with C needs to read their
concerning trend with a lot of these
companies is that a lot of them are over
collecting data they’re collecting far
more data than have a useful it seems
that they’re doing this in a hope that
one day in the future they’ll be able to
make some money out of this now it got
me thinking about what a fitness company
might do with my data in the future so
for now I decided not to operate my data
online and instead focused on my
commitment to improve my health and not
all my fancy gadget I’ve outlined some
of my experiences and talked about some
of the things that are possible in the
future and all of this has led me to
conclude that we should think of data as
a natural resource it’s becoming a bit
difficult lay but many people are saying
that data is the new oil they’re
probably right I think we should all
think of our personal data like it’s our
own natural resource I like any natural
resource we can mine them and when we
mined them we can create great things
from them
but when we do this sometimes we get
byproducts and negative things that we
didn’t intend to produce such as privacy
issues and security concerns I really
want us all to start talking a lot all
about what values we want to see
enshrined in our laws to stop people
creating and using big data programs
badly I believe if we do this we can
build a future where big data artificial
intelligence where these things work for
me work for you all of us and the
greater good it’s in our hands
thank you [Applause]
makes a health and fitness app launched
a PR stunt they produced an online
digital map that showed information
about all the activities and running
routes of all their users later on
military analysts looked at this map and
they realized it was so detailed that it
gave away highly sensitive information
about the whereabouts of soldiers on
active duty this was because the
soldiers their running routes showed up
on the map like circular paths in the
middle of the desert because they too
had been using the app but uploading
their data to the Internet
we all produce tons of information every
day loads of it the more information we
keep producing the more the internet
just keeps hoovering and hoovering it
all up we create so much information
that it’s estimated by the year 2020 we
would have accumulated about 40
zettabytes of data to give an idea of
how much data that is the average laptop
holes want terabytes of data for T’s
data bytes would be 40 billion laptops
worth of information I’m show T and I
run our digital marketing and analytics
business I love finding stories and data
and visualizing them but as much as I
enjoy working with data on a personal
level I’m concerned about how much of my
own data I’m sharing versus how much
I’ll have to exercise so I got one of
these a fitness tracker with this device
I can monitor my heart rates count my
footsteps
I gave him morning to my sleeping
patterns I wanted to improve my health
as much as possible and I was curious to
see if I needed to upload my health data
to the Internet in order to do that I
decided to investigate this so today I’m
going to talk about what I’ve learned
I’ll give you some examples of good and
bad uses of data and finally I’ll talk
about a couple of things I see on the
horizon a lot of the time when you
mention the words big data this usually
gives off negative connotations always
met with suspicion what exactly is big
data well it’s pretty much what it
sounds like just loads and loads of data
but recently it’s come to me much more
than that
on the one hand it means vast amounts of
data and the other hand he means the
intelligence we can get from that data
we can intelligence from that data by
using things called computer programs we
take the data we get a computer program
we put the two together and we ask to
compute a program to look for patterns
in the data or to predict future
outcomes based on data we’ve collected
in the past I don’t like to think of
data as a good thing or a bad thing I
like to think of it as a tool I like to
think of it as two sides of the same
coin just start off my investigation I
decided to look into how much of my data
I’ve been sharing I’ve got a Google
account I’ve had one for about 10 years
so I decided to start there I downloaded
all the information Google had on me and
this was relatively straightforward
using a tool called Google takeout when
I did this to be honest with you I was
staggered by what I discovered Google
had a record of everywhere I’d ever been
with my mobile phone every time I turned
it on this has been recorded Google had
a record of everything I never searched
for and deleted
as year I am figured out we had to
permanently remove that Google also had
an advertising profile on me that
contained information about my name my
gender my interest in hobbies Google new
wood app I’d used when I’d use it and
for how long I’d been using it and
finally Google had a complete history of
my entire YouTube viewing activity in
total all this information came up to a
whopping six gigabytes of information
six gigabytes that’s about three million
feeling a bit rattled by this I decided
to look for some more positive uses of
data so I turned to social media in
Tunisia in 2011 there were protests
going on all over the country these
protests were being brutally crushed by
the regime and as a result there was no
media coverage in protest a man in a
village set himself alight somebody
filmed this and the footage found his
way to Al Jazeera they then broadcast it
across the Middle East in no time at all
Tunisians were connecting through social
media exchanging stories they felt more
connected they realized they were all
thinking the same thing and instantly a
revolution began this was the beginning
social media isn’t the free service we
pay for it by giving up information
about ourselves and in this instance
this seems like it was a price worth
paying I feel good about this so I
decided to look for other stories like
this involving data I came across one
about Haiti in 2010 now in that year in
the country suffered a devastating
earthquake especially in the city in the
capital port-au-prince but as it happens
during and after the disaster there was
loads of live tweeting going on
there was so much social media activity
going on that outside agencies and teams
of data scientists volunteers decided to
get together and analyze this
information they were able to figure out
the locations as well as the severity of
the damage through the tweets list and
allowed them to figure out the most
serious life-and-death situations they
wrapped up all his information and put
it into a digital crisis map this map
was used to direct emergency services
and rescue operators on the ground now
this was the first time in history that
outside agencies had more accurate and
up-to-date information then he murders
his services did on the ground during a
natural disaster in these examples data
allowed us all to be more connected it
allowed us to come together and use our
collective intelligence to solve our
problems maybe in the future of gages
technology to manage our resources
better or even help us fight climate
change who knows the possibilities are
endless I carried on my research and I
thought about the healthcare industry I
came across something called wellness
programs now a wellness program is where
a company tries to reduce the amount of
staff sick days it has basically invites
an outside agency to come in and
instigate a health care program
sometimes staff members get to wear a
fitness carriage like this and they get
apps to help them want to improve their
health their managers get regular
reports on the health of their staff and
some wellness programs have had some
successes but on the flip side to that
even in the data and the reports the
naanum eyes it’s still possible to
target and pinpoint individual members
of staff for example if a lady was
ordering the contraceptive pill through
the app and she stopped doing that this
would be highlighted in the report and
it’ll be possible to figure out that
someone was trying to get pregnant or
or if someone had a serious illness and
they didn’t want to share this
information this too could be
highlighted in the report this raises
serious privacy issues now do I think
this is a good use of data personally I
don’t think so
I think people’s medical records and
their employment records she be kept
sticking with the hell theme I came
across to another story about flu
outbreaks in the u.s. now until recently
the way they figured out the next few
outbreak was by centralizing all their
health data and analyzing it in the CDC
this is their Center for Disease Control
now this process took about two weeks
and researchers wanted to see if they
could cut down this time in fact
researchers wanted to see if they could
predict the flu outbreak has to happen
in real time it’s had the potential to
save thousands of lives so as a result
that Google Flu Trends project was
created the program looked at five years
worth of Google search data and it
focused on search terms relating to the
flu such as flu remedies colds have I
got the flu
and so on analysts found regular
patterns between the Google flu the
Google search data about flu and the
CDC’s flu outbreak data now researchers
were able to predict the next through
outbreak up to 10 days in advance in the
beginning the accuracy of the program
was fantastic about 97% and this worked
great for about two years
then suddenly the program’s prediction
started to fail the program got so bad
in fact that Google eventually shut down
the website so why did it fail it failed
because information doesn’t exist in
isolation there are always consequences
of context the problem was getting lots
of stories in the news about what a
severe flu season they had the previous
year this generated more interest in the
flu so more people than usual search
Google for information about the flu in
this confuse the computer programs this
is what I mean about when I say data is
two sides of the same coin
on the one hand this information was
highly usable but in the other hand you
do need human judgment to make the best
use of it
I started off his journey looking at my
fitness tracker trying to figure out
whether she share my health data online
now there are some advantages to doing
this and some benefits such as goal
tracking competitions and being able to
find the most popular running routes in
my area but that being said there are
still questions over who owns that data
you or the company what if your fitness
company goes bust or if you want to
switch companies and move your data
across could you do that all of this
depends on the policies of the company
choose to go with C needs to read their
concerning trend with a lot of these
companies is that a lot of them are over
collecting data they’re collecting far
more data than have a useful it seems
that they’re doing this in a hope that
one day in the future they’ll be able to
make some money out of this now it got
me thinking about what a fitness company
might do with my data in the future so
for now I decided not to operate my data
online and instead focused on my
commitment to improve my health and not
all my fancy gadget I’ve outlined some
of my experiences and talked about some
of the things that are possible in the
future and all of this has led me to
conclude that we should think of data as
a natural resource it’s becoming a bit
difficult lay but many people are saying
that data is the new oil they’re
probably right I think we should all
think of our personal data like it’s our
own natural resource I like any natural
resource we can mine them and when we
mined them we can create great things
from them
but when we do this sometimes we get
byproducts and negative things that we
didn’t intend to produce such as privacy
issues and security concerns I really
want us all to start talking a lot all
about what values we want to see
enshrined in our laws to stop people
creating and using big data programs
badly I believe if we do this we can
build a future where big data artificial
intelligence where these things work for
me work for you all of us and the
greater good it’s in our hands
thank you [Applause]
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