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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• 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?