{"id":9626,"date":"2015-08-21T09:30:33","date_gmt":"2015-08-21T13:30:33","guid":{"rendered":"https:\/\/www.kaspersky.com\/blog\/?p=9626"},"modified":"2019-11-15T07:02:31","modified_gmt":"2019-11-15T12:02:31","slug":"scary-big-data","status":"publish","type":"post","link":"https:\/\/www.kaspersky.com\/blog\/scary-big-data\/9626\/","title":{"rendered":"The scary side of big data"},"content":{"rendered":"<p>Abuse of big data means your worst paranoia scenarios come true, including, among other things, the endless government surveillance, insurance agencies despotism and employers tyranny. Like it or not, the genie is out of the bottle \u2014 we\u2019ve already entered the era of digital spying.<\/p>\n<h3>Defending your refrigerator privacy<\/h3>\n<p>Insurance agencies are buying your credit card records. They want to know if you take meals in fast food chains, which magazines you are subscribed to and what prescription drugs you purchase.<\/p>\n<p>Your shopping behavior is brain candy for analysts who need the data to forecast if you are a reliable client with sober financial habits. Questionable clients who like to treat themselves with French fries are expected <a href=\"http:\/\/www.wsj.com\/articles\/SB10001424052748704648604575620750998072986\" target=\"_blank\" rel=\"noopener nofollow\">to receive higher life insurance rates, or even a denial<\/a>. So if you want to keep your \u2018refrigerator habits\u2019 private, think of paying in cash.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">RT <a href=\"https:\/\/twitter.com\/WhatTheyKnow?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">@WhatTheyKnow<\/a>: Life insurers test using online, offline marketing data to predict longevity http:\/\/on.wsj.com\/dul18v<\/p>\n<p>\u2014 The Wall Street Journal (@WSJ) <a href=\"https:\/\/twitter.com\/WSJ\/status\/5467398148718593?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">November 19, 2010<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Social accounts are another source of valuable personal information, which is voluntary published by people themselves. In this light, devoted fans of Facebook Health Digest win more points, while bachelors who follow Buffalo Wild Wings get into a losing category. That\u2019s why <a href=\"https:\/\/www.kaspersky.com\/blog\/facebook-privacy-settings-video\/\" target=\"_blank\" rel=\"noopener nofollow\">configuring proper Facebook privacy settings<\/a> is a very good idea.<\/p>\n<h3>Intimate relationships\u2026 with a bank<\/h3>\n<p>Banks readily join insurers in the rush for your data. Do you want a loan? Analytics will <a href=\"http:\/\/www.nerdwallet.com\/blog\/banking\/banks-big-data\/\" target=\"_blank\" rel=\"noopener nofollow\">scan your spending behavior<\/a> to see if you splurge on vacations or buy high-end brands. They would like to know you even better than your mom does.<\/p>\n<p>These imposed relationships can lead to real financial consequences: when banks think you are inclined to overspending, you get ready for higher interest rates. People from \u2018unreliable\u2019 groups may <a href=\"http:\/\/www.ft.com\/intl\/cms\/s\/0\/7933792e-a2e6-11e4-9c06-00144feab7de.html#axzz3cCggsXXH\" target=\"_blank\" rel=\"noopener nofollow\">never receive a certain loan or service<\/a> just because they will never see these products advertised.<\/p>\n<p>https:\/\/twitter.com\/nathansnewman\/status\/577794439659307008<\/p>\n<p>It\u2019s sad, because denying loans and services to those who are not expected to receive them \u2018by default\u2019, banks extend the line between rich and poor.<\/p>\n<h3>Big data in recruiting: dream or nightmare?<\/h3>\n<p>You are being watched by your employer as well: there is a software that <a href=\"http:\/\/it.slashdot.org\/story\/14\/11\/06\/2329246\/big-data-knows-when-you-are-about-to-quit-your-job\" target=\"_blank\" rel=\"noopener nofollow\">will let your boss know if you are going to quit even if you don\u2019t know it yourself yet<\/a>. A program can also forecast which employees are most likely to exceed their budgets. Besides, data analysis says that people who have three and more social accounts and use default browsers <a href=\"http:\/\/www.economist.com\/news\/business\/21575820-how-software-helps-firms-hire-workers-more-efficiently-robot-recruiters\" target=\"_blank\" rel=\"noopener nofollow\">change jobs more often<\/a> (there\u2019s a lot of other similar observations).<\/p>\n<p>Though the whole concept sounds rather creepy, some companies already use big data to make hiring and promotion decisions. How about a software that forecasts your future decisions \u2014 isn\u2019t that the first step to the scenario in the Minority Report?<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Will you next recruiter be a robot? Will your performance be analysed by an algorithm? See the future of Bank HR: <a href=\"http:\/\/t.co\/3Mf7YJjj7L\" target=\"_blank\" rel=\"noopener nofollow\">http:\/\/t.co\/3Mf7YJjj7L<\/a><\/p>\n<p>\u2014 Bruno SARRANT (@bsarrant) <a href=\"https:\/\/twitter.com\/bsarrant\/status\/628235359550341120?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">August 3, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Such programs are advertised as free of human biases; but humans set them up. Humans, who are quite prejudiced and can make mistakes. There had already been a case with the same program when it rejected every good applicant for a job <a href=\"http:\/\/www.economist.com\/news\/business\/21575820-how-software-helps-firms-hire-workers-more-efficiently-robot-recruiters\" target=\"_blank\" rel=\"noopener nofollow\">because of the wrong instruction<\/a>.<\/p>\n<p>The problem is, that we still lack ethical and practical experience in using such solutions. During the approbation period, when companies adopt new technologies, both employers and employees must keep that in mind.<\/p>\n<h3>Look out, it\u2019s marketing!<\/h3>\n<p>Marketing has not been using data mining without failures as well. Here are a few famous muffs that made the news during the last couple of years.<\/p>\n<p>OfficeMax\u2019 huge blunder happened when it sent discount coupons to a client in an envelope, addressed to \u201cMike Seay, Daughter Killed in Car Crash.\u201d A year earlier, this client\u2019s 17-year-old daughter and her boyfriend had died in a car crash accident. It\u2019s still unclear what for the company kept this sensitive piece of personal information in the client\u2019s profile.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A big oops, <a href=\"https:\/\/twitter.com\/tripsy?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">@tripsy<\/a>! 7 Big Data Blunders You're Thankful Your Company Didn't Make, via <a href=\"https:\/\/twitter.com\/Umbel?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">@Umbel<\/a> <a href=\"http:\/\/t.co\/lGmVTLgbSy\" target=\"_blank\" rel=\"noopener nofollow\">http:\/\/t.co\/lGmVTLgbSy<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/BusinessLessons?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#BusinessLessons<\/a><\/p>\n<p>\u2014 TeleDevelopmentPH (@TeledevPH) <a href=\"https:\/\/twitter.com\/TeledevPH\/status\/615868269250093056?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">June 30, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The infamous Target campaign set up the marketing vs. privacy discussions, when the retailer revealed that a teen was pregnant before the girl told anyone in her family. The company accidently notified a future granddad by sending discount coupons for cribs and baby clothes to his daughter.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">How Target figured out that a teenage girl was pregnant before her father did: <a href=\"http:\/\/t.co\/6C2AXPMXV0\" target=\"_blank\" rel=\"noopener nofollow\">http:\/\/t.co\/6C2AXPMXV0<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/forbesgreatesthits?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#forbesgreatesthits<\/a><\/p>\n<p>\u2014 Forbes (@Forbes) <a href=\"https:\/\/twitter.com\/Forbes\/status\/414530910261104640?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">December 21, 2013<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>After that case <a href=\"http:\/\/www.forbes.com\/sites\/kashmirhill\/2012\/02\/16\/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did\/\" target=\"_blank\" rel=\"noopener nofollow\">Target got sneakier<\/a> and decided to mix different coupons to disguise their \u2018all-seeing eye\u2019.<\/p>\n<p><i>\u201cWe found out that as long as a pregnant woman thinks she hasn\u2019t been spied on, she\u2019ll use the coupons. She just assumes that everyone else on her block got the same mailer for diapers and cribs. As long as we don\u2019t spook her, it works,\u201d<\/i> \u2014 they said to Forbes.<\/p>\n<p>Is a \u2018soft-core\u2019 spying better than the obvious one? It saves your nerves but in fact it\u2019s almost impossible to hide something from precise data-mining. Let\u2019s remind you of a Janet Vertesi and her boyfriend who tried to keep their pregnancy offline.<\/p>\n<p>https:\/\/twitter.com\/cyberlyra\/status\/460480470644711424<\/p>\n<p>The couple used Tor when browsing for baby products; they also asked friends and family keep the news off Facebook and other social media platforms and paid in cash for everything they could. At the end Vertesi came to the conclusion that if you wanted to hide your pregnancy from big data, \u2018<a href=\"http:\/\/jezebel.com\/hiding-your-pregnancy-from-the-internet-is-shockingly-d-1568706551\" target=\"_blank\" rel=\"noopener nofollow\">you\u2019ve got to operate like a drug dealer<\/a>\u2018. Creepy indeed!<\/p>\n<h3>Safeguarding customer data\u2026 Are you joking?<\/h3>\n<p>All these greedy data collectors are not that much secure. When hackers break into their system, your data await them on a silver platter.<\/p>\n<blockquote class=\"twitter-pullquote\"><p>The most scary and creepy #BigData use cases: banks, insurers, marketers, employers and more #security #privacy<\/p><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fkas.pr%2FB4MP&amp;text=The+most+scary+and+creepy+%23BigData+use+cases%3A+banks%2C+insurers%2C+marketers%2C+employers+and+more+%23security+%23privacy\" class=\"btn btn-twhite\" data-lang=\"en\" data-count=\"0\" target=\"_blank\" rel=\"noopener nofollow\">Tweet<\/a><\/blockquote>\n<p>Sometimes the incidents are obviously stupid. The next case could be funny if it wouldn\u2019t so sad. In 2014 provider of financial services Money Shop lost two servers because it neglected its own security rules. The Money Shop did not delete records about old customers, did not provide proper encryption and stored servers in unlocked rooms \u2014 the world and his wife, come and take! The company has been recently fined for about $278,500 for enabling the potential of fraud and financial loss to clients.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Big fine for The Money Shop holds lessons on how businesses should safeguard customer data: <a href=\"https:\/\/t.co\/Cl3lk7LPJ1\" target=\"_blank\" rel=\"noopener nofollow\">https:\/\/t.co\/Cl3lk7LPJ1<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/DataProtection?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#DataProtection<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/privacy?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#privacy<\/a><\/p>\n<p>\u2014 Simon Deane-Johns (@sdjohns) <a href=\"https:\/\/twitter.com\/sdjohns\/status\/630661883419361280?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">August 10, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Sadly, but nobody is safe and sound: neither <a href=\"https:\/\/www.kaspersky.com\/blog\/billion-dollar-apt-carbanak\/7519\" target=\"_blank\" rel=\"noopener nofollow\">banks<\/a>, nor <a href=\"https:\/\/www.kaspersky.com\/blog\/hacking-robotic-surgeons\/\" target=\"_blank\" rel=\"noopener nofollow\">hospitals<\/a>, nor <a href=\"https:\/\/www.kaspersky.com\/blog\/maritime-cyber-security\/\" target=\"_blank\" rel=\"noopener nofollow\">huge ports<\/a>. Criminals have already hacked such giant organizations, as the Home Depot, Target, banks JP Morgan, Barclays, and <a href=\"https:\/\/www.kaspersky.com\/blog\/private-data-leaks-2014\/\" target=\"_blank\" rel=\"noopener nofollow\">many others<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Just think of the sticky fingers of banks, marketers and insurers that hunt for your personal data with revolting impudence and store them unsecured. So, what\u2019s the fuss about?<\/p>\n","protected":false},"author":522,"featured_media":9631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,1788,1789],"tags":[1026,1042,191,1044,880,43,192],"class_list":{"0":"post-9626","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"category-privacy","9":"category-technology","10":"tag-analytics","11":"tag-big-data","12":"tag-data","13":"tag-data-mining","14":"tag-future","15":"tag-privacy","16":"tag-protection"},"hreflang":[{"hreflang":"x-default","url":"https:\/\/www.kaspersky.com\/blog\/scary-big-data\/9626\/"},{"hreflang":"en-ae","url":"https:\/\/me-en.kaspersky.com\/blog\/scary-big-data\/5031\/"},{"hreflang":"en-us","url":"https:\/\/usa.kaspersky.com\/blog\/scary-big-data\/5855\/"},{"hreflang":"en-gb","url":"https:\/\/www.kaspersky.co.uk\/blog\/scary-big-data\/6142\/"},{"hreflang":"es-mx","url":"https:\/\/latam.kaspersky.com\/blog\/scary-big-data\/5967\/"},{"hreflang":"es","url":"https:\/\/www.kaspersky.es\/blog\/scary-big-data\/6637\/"},{"hreflang":"it","url":"https:\/\/www.kaspersky.it\/blog\/scary-big-data\/6532\/"},{"hreflang":"ru","url":"https:\/\/www.kaspersky.ru\/blog\/scary-big-data\/8676\/"},{"hreflang":"fr","url":"https:\/\/www.kaspersky.fr\/blog\/scary-big-data\/4810\/"},{"hreflang":"de","url":"https:\/\/www.kaspersky.de\/blog\/scary-big-data\/5998\/"},{"hreflang":"ja","url":"https:\/\/blog.kaspersky.co.jp\/scary-big-data\/8674\/"},{"hreflang":"ru-kz","url":"https:\/\/blog.kaspersky.kz\/scary-big-data\/8676\/"},{"hreflang":"en-au","url":"https:\/\/www.kaspersky.com.au\/blog\/scary-big-data\/9626\/"},{"hreflang":"en-za","url":"https:\/\/www.kaspersky.co.za\/blog\/scary-big-data\/9626\/"}],"acf":[],"banners":"","maintag":{"url":"https:\/\/www.kaspersky.com\/blog\/tag\/analytics\/","name":"analytics"},"_links":{"self":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/9626","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/users\/522"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/comments?post=9626"}],"version-history":[{"count":2,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/9626\/revisions"}],"predecessor-version":[{"id":30423,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/posts\/9626\/revisions\/30423"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/media\/9631"}],"wp:attachment":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/media?parent=9626"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/categories?post=9626"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/tags?post=9626"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}