We need to take back our data

Introduction

In this day in age, it seems everyone knows more about us than we know ourselves. Companies are collecting data about us as much as they can and matching it to our known identities (email addresses, phone numbers, social media accounts etc etc). 

We should not be complacent about giving out this information as easily as we do now. The data is sold to thousands of companies from around the world. Companies that we know nothing about, know far to much about ourselves. 

We need more control over what data we give up and who we give it up to. There are of course many reasons that giving up this data is valid but sometimes not in the way you may think. For example, a company asking for your date of birth to prove you are older than 18 before viewing a page could just as easily ask the question are you older than 18. You could confirm this without giving up personal details such as your birthdate (which is used in many fraud and identity thefts).I have been working on a new way...

Personalised Anonymity

The ability to use data related to a user in a way that allows for high levels of relevant personalisation in a manner that also allows anonymity if that user so chooses. The connected world your way.Using a combination of:

1. Attributes
   1. Physical
   2. Behavioural
2. Adjusters (typically an adjustment to the attributes)
3. Influencers
   1. Location
   2. Weather
4. Qualifiers
   1. Rules based on any of the other dimensions (attributes, influencers, adjusters)

We can allow companies, websites etc to personalise our experience with them without giving up identifiable data.

Example Scenarios

Personalised Preference Site Modifier:

Using a combination of a site visitors attributes, adjusters and influencers; the content presented to the visitor will be dynamically generated to better suit their needs. 

From as simple as showing where the nearest physical store is to a completely customised experience unique to every visitor which will guarantee a better customer experience and a better engagement. 

An ecommerce site could automatically show me (as a male) all the male clothing items for sale instead of a generic sale image. Even better, they could see that I am in London and that it is raining currently and so show me appropriate rainy weather apparel.

Dynamic Synergy Networks

The ability to create networks of people and assets that align with your own interests, attributes etc. For example, a network can be created around all those people that enjoy a particular band and then further segmented down:

1. Are attending the next concert in London (temporary)
2. That live in SW London and would like to meet before going to the concert

More Examples

I am sure you are already thinking about the different ways the web could be optimised and personalised to you. Here are a few more ideas.. But I would love to hear what you can come up with as well.

• Displaying of information only to those meeting certain conditions
• Filtering of shopping catalogue based upon actions performed on another website
• Automatic changing of language on a website or app
• Automatic changing of website to assist those with accessibility need
• Dating site without the need to create a profile
• Store finder that shows automatically the closest store
• Catalogue adjustment incorporating influencers (weather)
• Advertising targeting

Final Thoughts

I have started work on this already, and would love to hear your thoughts.