Download - Social networking analysis for advertising
Connect the Thoughts: The analysis of social networking data
promises to take behavioral targeting to a new level. But can
it deliver?
⁻ Further research: Yes, it can.
Advanced research on adweek.com article by Brian Morrissey
Article Basics
TELENOR
Red: 2G Green: 3G
W i n g i f y
• Geographic location
• Local time
• Browser used
• Screen resolution
• Time spent on page
• Content on page
• Previous page that was visited
• Internet speed
• Number of visits to that page
• Operating system
• Search engine used
• Key words
• Made purchases
• Number of made purchases
• Value of made purchases
Lotame33across
Discussion forumsس
Blogsس
Message boardsس
Social networkingس
sites
Moto rcyc le forum
"I have made purchases due to the ads being so targeted to my particular interests."
. -Associate Professor of
Computer Information Systems Dr. William Mink
of Camden County College
REINVENTION D u e t o a n E v o l v i n g I n d u s t r y
Products and Services
Products and Services
Consumer Habits and Behaviors
Consumer Habits and Behaviors
Relationship IntelligenceLEXISNEXIS
"Finding interconnections between
people, companies,
and client activities."
. -LexisNexis
website
Provides data and tools for examining links and correlations.
Search and Seizure
"The r ight of the people to be secure in their parents, houses, papers, and eff ects, against unreasonable searches and seizures, shal l not be violated and no warrants shal l issue, but upon probable cause, supported by oath or affi rmation, and particularly describing the place to be searched, and the persons of things to be seized."
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en
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• United States V. Katz, 1967
• United States V. Miller, 1976
1. There has to be a reasonable and logical expectation of privacy.
2. General society renders this expectation as acceptable customary.
Landmark Cases Two-Step Test
• CREDIT CARD COMPANIES
• INTERNET SERVERS
• BANKS FOR TRANSACTIONS
• PHONE COMPANIES
• GPS SERVICE PROVIDERS
Reasonably released information; waived from Fourth Amendment protection once provided to an entity “upon supported by affirmation”.
Who’s to say what’s right or wrong?
• How is society going to change with the reciprocating of the integrated marketing industry?
• Can databases provide effective research to public relations practioners about their publics involving social networks?
• Where should the line be drawn for reasonable
privacy within the scope of the Fourth Amendment?