5 Chapter 11 Discussion - Data mining to "help you" It is standard business practice for a company to send you targeted advertisements based on information it has about you in a database. The information may be gleaned from your shopping habits, surveys you fill out, or information purchased from another company. Retailers competing for your loyalty offer club cards and other incentives for you to shop in their stores (online or brick-and-mortar). Many people don't realize that when they use those perks, the company builds a profile that includes information about where and when they shop -- and what they buy. This is so stores can send targeted ads and offers. In 2012, a story broke about a large company that was data mining its customer databases to try to determine whether a woman was pregnant. This was a good time for the store to grab the customer with specials on baby items, maternity clothing, toys, and the like. Answer the following questions: 1. If the information is public, is it okay for a business to use the information to send unsolicited emails or advertisements or to contact the people in other ways? Why or why not? 2. Is it okay for companies to "predict" where you might be going, based on travel patterns they might receive from cell phone carriers using your phone's historical GPS tracking data, in order to target the ads or coupons they might send you? Why or why not? For example, your GPS data indicates you go to McDonald's each weekday around noon. Number your answers.

Database System Concepts

7th Edition

ISBN:9780078022159

Author:Abraham Silberschatz Professor, Henry F. Korth, S. Sudarshan

Publisher:Abraham Silberschatz Professor, Henry F. Korth, S. Sudarshan

Chapter1: Introduction

Section: Chapter Questions

Problem 1PE

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Transcribed Image Text:**Chapter 11 Discussion - Data mining to "help you"** It is standard business practice for a company to send you targeted advertisements based on information it has about you in a database. The information may be gleaned from your shopping habits, surveys you fill out, or information purchased from another company. Retailers competing for your loyalty offer club cards and other incentives for you to shop in their stores (online or brick-and-mortar). Many people don't realize that when they use those perks, the company builds a profile that includes information about where and when they shop—and what they buy. This is so stores can send targeted ads and offers. In 2012, a story broke about a large company that was data mining its customer databases to try to determine whether a woman was pregnant. This was a good time for the store to grab the customer with specials on baby items, maternity clothing, toys, and the like. **Answer the following questions:** 1. If the information is public, is it okay for a business to use the information to send unsolicited emails or advertisements or to contact the people in other ways? Why or why not? 2. Is it okay for companies to "predict" where you might be going, based on travel patterns they might receive from cell phone carriers using your phone's historical GPS tracking data, in order to target the ads or coupons they might send you? Why or why not? For example, your GPS data indicates you go to McDonald's each weekday around noon. Number your answers.

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