A talk I recently gave on Lifelogging and the data-driven analytics opportunities for personal data...

1. PERSONAL DATA
BEYOND FACEBOOK AND INSTAGRAM
Cathal Gurrin (@cathal)
cathal@gmail.com
Dublin City University & Insight Centre for Data Analytics
09th October 2015

2. Dr Cathal Gurrin
Faculty: DCU & UiT
Scientist: Insight Centre
Lifelogger: It is what I do…
Longest visual lifelog ever gathered.
70+ academic publications and one
book in the area.
Curiosity-driven scientist.
Advisory Boards, etc…
Interest in personal data, without an
agenda….

3. INSIGHT CENTRE FOR DATA ANALYTICS
20/10/14 Slide 5
Healthier, safer and more productive world using
data analytics. In this talk, I focus on Personal Data Analytics.

4. This used to be our personal data…

5. … Today’s Personal Data

6. The next step will change everything. New data but new
expectations and challenges
… Tomorrow…

7. Samantha…

8. Agenda
5mDATA IN MARKETING
10mPERSONAL DATA
15mPERSONAL DATA
TOMORROW
10mPRIVACY & DATA
GOVERNANCE
The channels that we use today - Modern user
attention data
Data in Marketing (2015)
Beyond Marketing - The data landscape today -
Personal Sensor Data
Personal Data (2015)
Trends in personal data - The data controller - Next
generation applications - Visual attention data
Personal Data (2020+)
The current situation for personal data - What is
Privacy? - Likely data governance requirements
Privacy & Data Governance

9. 5mDATA IN MARKETING
What data?
What channels?
Agenda

10. Exploring the usual channels to try
to connect with the customer.
Hoping the customer will interact
with us. Limited scope.
Social Media Marketing
Understanding the levels of
engagement with the customer via
Facebook/Instagram likes, Twitter
stars and retweets, competitions,
Google Analytics. etc…
Measuring Engagement
Finding the right marketing mix to
communicate with your customer.
Integration of old-media with new-
media and some related measures
of engagement.
Physical-Digital Advertising
Websites, Microsites, Blogs, etc…
Informational sources that you
hope a user will engage with. Not
a standalone activity.
Strategic Website Dev.
In an attempt to be visible to the
customer, engage an SEO
organisation to do what you could
easily do yourself.
Search Engine Optimisation
A digital marketing strategy
is has many elements from
creating content,
communicating a message
to measuring engagement.
Digital Marketing

11. Internet marketing allows us to know the customer better
and to deliver targeted communications.

12. Digital Marketing today is dominated by
a set of online WWW services that
gather data on behalf of customers and
in an unspoken agreement provide
services in exchange for the user’s
attention data.
We know the main services involved
here, Facebook, Instagram, etc…
The value of personal data is beginning
to be understood by the users and the
rise of ad blockers and tracking
blockers is a growing trend.
Today

13. Google Adwords (and all similar) works because both
Google and the organisation both have a stake in
reaching the correct customer and delivering a targeted
message.
But I am not going to talk about that…

14. There is a key problem with this model… there unspoken
agreement is now subject to critical analysis.
People know how much their data (?) is worth and they are
concerned who can access it.
My Facebook data is worth $382

15. Federico Zannier
70 websites, 500 screenshots, 500 webcam images; a
recording of all of his mouse cursor movements, GPS
location and an application log... $2,700.

16. How much is your data worth?

17. The Landscape of Personal Data
Today
10mPERSONAL DATA
Agenda

18. Desktop Computing
1980s. Apple, IBM,
Microsoft, Dell, etc…
Portable Computing
1990s. Apple,
Microsoft, Dell
Mobile Computing
2000s. Apple,
Samsung, Google
Wearable Computing
2010s. Apple,
Samsung, Google,…
Who knows?
2030s. Apple,
Alphabet, ???
Implanted Computing
2020s. Apple,
Google, ???
Who knows?
But it certainly
will be very
exciting
06
Implanted
computing is
the next logical
step … intimate
integration into
body function.
05
Wearable
computing is
the big growth
area now,
providing
information
about us, to us.
04
Mobile
computing saw
the introduction
of user sensors
and tracking in
the real-world.
03
Portable
computing
allowed us to
access/create
from anywhere
with WIFI
0201
Desktop
computing
introduced the
world to the
idea of content
creation
01 02 03
04 05 06

19. The iPhone 5 is 60,000 times more powerful than the
computer that guided the Apollo 11 astronauts to the moon.
Increasingly
Powerful

20. Data
01 06
02 05
03 04
There are many different types of
user attention data that can be
gathered now…
User Attention Data
01. Search Engine Data
02. Communication Data
03. New sources of App-data
04. User Feedback
05. Purchasing Behaviour
06. Web Analytics

21. What we openly share,
such as our social
media postings and
profiles that are for
public consumption.
Volunteered
The actions of
individuals from
devices such as
smartphones and
accesses. Individual
may not consider the
implications.
Observed
The result of data
analytics over these
two sources of data..
what we can infer
given sufficient data.
Inferred

22. The Most Valuable Data Source
Location
Activity
Movement
Communications
Photos
Voice
Who else can see?

23. Decide what you
want to know.
01
Activity, fitness, heart rate,
blood sugar, productivity,
etc…
Wear a device to
get data.
02
Find the appropriate device
(e.g. fitbit, smartphone,
etc…)
Extract value from
the data.
03
Mine knowledge and
understanding… sticky!
BioHack04
Make changes in your life
and self-improve
Quantified Self
The Key Driver…

24. The new opportunities

25. Narrative

26. Moves

27. Agenda
15mPERSONAL DATA
TOMORROW Trends in personal data - The data controller - Next
generation applications - Visual attention data
Personal Data (2020+)

28. New types of personal data… maintained by the individual and
giving insights into the individual.

29. The unrelated
archives become one
lifelong archive,
owned by the
individual and
maintained by the
individual.

30. According to the world economic forum, increasing the
control that individuals have over the manner in which their
personal data is collected, managed and shared will be key to
spurring the development of new services and applications.

31. In the era of lifelogging, you will be able to summon up any
memory or life experience…
It will change the way we work and learn, improve our
health, change relationships…
It will provide an unprecedented level of detail about the
activities of the individual

32. Using mobile/wearable devices and information
loggers to automatically record everything you see,
hear, learn and experience. Creates a complete and
accurate record of an individual - a Lifelog, which is
owned and controlled by the individual.
Challenge is to extract value from this new data.

33. My Lifelog in Numbers
70+
Papers
and 12 first
generation
prototypes
10 Years
of location
log, with
millions of
GPS points
80
Million:
heartbeats,
with GSR and
activity
1 Year
of computer
interactions
(mouse,
keyboard)
9 Years
of lifelog,
since 2006
16.5
Million
wearable
camera
images
Grows at about 1TB per year
Secure
Personal
Lifelog

34. Data such as this…

35. or this….

36. or this….

37. Sense and analyse factors of
interest through numbers to gain
knowledge
Using knowledge for
self-improvement
through
experimentation Digitise as much as you can of
life experience… for many
reasons, mostly unknown…
LifeloggingQuantified
Self
Biohacking
Next Generation of Data

38. Why will an individual do this?

39. Quantified Self
Enhanced Knowledge
Power to Change
Performance
Enhancement
Data for
Empowerment
New Insights
Population-wide
studies
Healthcare
Enhancement
Enhancing Human
Memory
Upgraded Recall
Assistive Technologies
Enhanced
Memory
New Interactions
Rich Sharing
Data Partners/Carers
Social
Enhancement
Why?To provide knowledge to empower and to
maintain control of your data…
Quantified-Self Memory

40. RECALL/RETRIEVAL
REFLECTION REMINISCENCE
Memory Enhancement
Quantified-Self Analytics with
Limitless Opportunities.
REFLECTION
A Search Engine for Life
Experience. Never Forget.
RECALL/RETRIEVAL
Reliving Past Memories for
Personal Uses or Sharing.
REMINISCENCE

41. Recall / Retrieval - Prototype Search Engines

42. Reflecting on Life at a Glance - Colour of Life

43. Reminiscence Supporting Digital Memory

44. A Prototype Lifelog in 2006

45. Aiden Doherty, DCU, office
setting, conversation, indoor,
discussing CHI paper.
“On Sept 23rd, I was in DCU discussing
the CHI paper with Aiden at his desk”
The challenge is to
automatically extract knowledge
from the lifelog data to support
recall/retrieval, reminiscence
and reflection.

46. What about my experiences?
Curiosity-driven science (Search Engine for Myself)
Many positive experiences, such as….
4 Billion miles…
“Consider again that dot, that’s here, that’s home, that’s us…”

47. Why will an organisation do this?

49. Integrating AI - Deep Learning
To understand what the user is seeing and doing

50. This is already
happening for our
image and video
data… also for our
emails, browsing data,
activities, etc…
Combine this with the
Narrative Clip Camera
and you have new
sources of attention
data.

51. !
!
Or large-scale tools to understand individuals and
their activities… even on a societal level

52. Ideally we need a sensor that can record everything
experience, in many dimensions…

53. However, there is a big overhead in
generating this data. It is not an
easy problem to solve.
You could spend weeks looking at
data from individuals, but this is not
feasible. You need search tools,
which convert image/video data
into actionable information.
Searching is based on data
analytics and machine/deep
learning to ‘understand’ the sensor
data.
Segmentation
Find the unit of retrieval for many use-
cases… there is no one correct unit
Enrichment
Automatically turn raw
sensor data into
meaningful information
Search Engine
To index the data
Interfaces
Supporting Applications

54. Agenda
10mPRIVACY & DATA
GOVERNANCE The current situation for personal data - What is
Privacy? - Likely data governance requirements
Privacy & Data Governance

55. 8 Principles
of Data Protection
01
Fair Obtaining
Personal Data must be
obtained and processed fairly.
02
Purpose Specification
For one or more specified,
explicit and legitimate purposes.
03
Purpose Limitation
It may not be processed for
other purposes.
04
Security
Must be stored safely & securely
with appropriate controls.
05
Accuracy
Data must be accurate,
complete and up to date.
06
Adequacy
Data must be adequate for the
purpose, relevant, not excessive.
07
Retention
Not to be kept longer than
necessary for purposes.
08
Access
Data Subjects have right of
access.

56. Everyone has the right to the protection of personal data
concerning him or her.
Such data must be processed fairly for specified purposes
and on the basis of the consent of the person concerned
or some other legitimate basis laid down by law. Everyone
has the right of access to data which has been collected
concerning him or her, and the right to have it rectified.
Compliance with these rules shall be subject to control by
an independent authority.”
Article 8, EU Charter of Fundamental Rights
EU View

57. Freedom of Information
Requests .
Data Access
70 times more private
cameras than government.
70 x Private
Security cameras are shown
to reduce crime
Crime Down
Security cameras in the UK,
or one per 15 people.
Five Million
Consider

58. SafeHarbour

59. What is Privacy?
What is ‘My Data’?
What is the long-term real impact of SafeHarbour?
Questions
?

60. The unrelated archives become one lifelong
archive, owned, maintained & monetised by, or on
the behalf of, the individual.
Lifelog

61. THANK YOU
Cathal Gurrin
@cathal
Any Questions?
Interested in working with us, let me know…
“ L i f e l o g g i n g -
P e r s o n a l B i g
Data” from the
Foundation and
T r e n d s i n
Information Retrieval
s e r i e s . F r e e
d o w n l o a d , a s k
Google.