The afternoon session has launched and we are going to be hearing about the data privacy issues inherent in data integration. Presenters are from J.D. Power and SSI. They did a multi-mode study (online panel, web intercept, and RDD) in three counties – US, China, and India.
They have done a nice little review of some previous data collected by Allan Westin showing that concerns about privacy in the US have escalated with time. 80%+ think they have lost all control of their personal data. So people have been paying attention after all. Their study also debunks the myth that younger people don't care about privacy. One key defense mechanism they use: lie about personal data.
So there is little evidence in this study that concerns about privacy are eroding. If anything, they are elevated.
Next up, Carol Haney talking about mobile and data integration, specifically Facebook as it turns out. She's started by reminding us that people are using mobile for all kinds of things – purchase decisions, social media posting and even even surveys not necessarily designed for mobile. To explore this they did a survey of millennials about alcohol consumption. They asked Rs if they could scrape their Facebook data and found that the older the R the less likely he or she was to agree to have FB scraped. But when they could scrape and added in the FB information they were able to do some interesting segmentation work along with some nice storytelling. Promising stuff.
The next presentation looks really interesting – combining website data and surveys – but I have a conference call back in my room. Lovestats is sitting behind me so check out her blog if you are interested.