Data is information about everything, which is collected and stored to be analyzed. If looking back on days in school, try to remember the word ‘data’ when it was used in a science class setting.
The science teacher walks in and asks, “What will happen if I drop 3 Mentos mint candies into a 2-litre bottle of Diet Coke?” The students observe the candies, the bottle of Coke, and begin to have ideas. “It’s going to sink, then make the Coke taste minty, that’d be gross… or would it?” One student says. This student has hypothesized that the drink will gain a minty flavor. To test this, the student suggests, “After the Mentos candy is dropped into the Coke, I’ll take a sip of the Coke to taste it.”
And so, the test is performed. The 3 Mentos are dropped into the Coke and the Coke shoots up out of the bottle into the air like a geyser. The students then analyze the situation, the coke all over the place, and a sip from the remaining Coke in the bottle is taken; the results… not that minty. Maybe there’s too much Coke relative to the Mentos; next time, the students suggest adding more Mentos, and perhaps screwing on the cap so the Coke doesn’t shoot out everywhere. And thus, more hypotheses are created and tested until the students determine whether or not dropping Mentos into Coke really does make the Coke taste minty.
Back to the data concept. In this experiment, the students would write down numerous notes, detailing their observations, thoughts, questions and results. These details, written down in a notebook, this is data, but why is it valuable?
As the students begin to test multiple hypotheses, it can get confusing keeping track of all the environmental characteristics, number of mentos, duration of mixing, etc. specific to each experiment. Therefore, being able to look back through the details of each experiment, which are recorded in the data, the students will easily be able to see what information has or has not been tested yet, and how the information affects the results.
Looking at this on a larger scale, when students across the globe perform the Mentos in Coke experiment, a massive pool of data is created. Should a person have questions about this experiment, he or she could read through all of the data, understanding what has already been assumed, questioned and tested, seeing the observations and results. This would make it so the individual likely has all of the information, relative to the experiment, he or she could need or want. However, if this person has new observations, questions or theories, he or she can perform the experiment yet again, adding more data to the pool for others to see in the future.
Digital Data
In the digital world, data works the same way, but every aspect of the digital world can be considered data. Websites are coded using text. This text is data, stored in the World Wide Web where it is able to be indexed and sorted. Now, as users go to search engine sites, such as Google, which are the best data indexing and sorting tools across the web, they [users] will be able to type in their questions, their theories, their observations, and in return, will receive access to all the results the search engine has indexed and deemed relatable to the topic in question.
Beyond the data that is provided by content, there is also user data. Every time a user visits a site, information such as age, gender, and location can be collected. Every time a user clicks on a link, every time a user watches a video, all of the actions are recorded to be indexed. Should an individual like to see the user data, all he or she would need to do is view the data on the collection platform, often times Google Analytics.
The algorithms, which index data and produce search results, take into consideration how users interact with information. If there are significant user interactions around one piece of information, the algorithm deems that information to be extra pertinent to the topic in question, moving the details of this information higher up in its search results page.
Different platforms deem different detailed information as data. Email marketing platforms record who opens what emails, what time of the day the emails are opened and how many times each email is opened by each user. Social media sites often record all of the groups followed by users and formulate a list of interests for each user based on users’ followed groups. Websites track which of its pages are most successful at converting a user (i.e. getting a user to sign up for an email newsletter, purchase a product, or fill out a survey).
It goes without saying that everything we do online is being tracked by someone or something. For major data tracking companies such as Google, Facebook, Apple, Amazon, and WeChat, every action performed by a user within their platforms is a detail, a piece of information to be stored as a data point. Data points can be viewed to understand users on an individual or collective level. With this understanding, companies can reach their target audiences more effectively, but at what cost to the user?
Many people enjoy receiving information tailored to them, based off the data they provide; but users are often unaware of how far, exactly, data tracking can go. In the recent Cambridge Analytica case, the public is finally becoming aware of the negative aspects to data tracking and are now seeking methods for securing personal information. Though, this sudden realization of data collection’s invasiveness will likely be a fleeting concern followed by more data tracking.
Data Security
Some governments are trying to find ways to regulate the methods in which companies can collect user data, but it’s a very slow process and most governments don’t care enough to make any changes to the privacy protection of user data, as most governments benefit from data tracking as well.
The blockchain is one form of technology that is attempting to give users more control over their personal data. In a blockchain system, each bit of information a user provides is recorded on a block in the chain. Users are given control over who can see what, in regards to the information that is stored in each block, enabling users to decide, in each action they perform, which bits of data are revealed to which parties.
Until there are more regulations or the mainstream adoption of a new technology, such as blockchain, personal data will continue to be harvested without user permission to make the process of selling products and/or ideas more efficient.
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