An Introduction to Ethics of Big Data Webcast by Kord Davis
Preamble Deeply passionate about more productive discussion Academic background in philosophy Experiences with Big Data Topic site to launch with book release #ethicsofbigdatawww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Current State A data architect and a product manager (or two) walk into a meeting… Creepy? Yes, it is. No, it isn’t. In the absence of a common vocabulary and framework for discussion, individuals revert to their own moral codeswww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Future State Creating a common vocabulary and framework for productive discussion (ethical inquiry) Ethics of Big Data is about understanding the influence of our values on our actions. Seeking a set of common values Action in alignment with those valueswww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Path Forward Review key concepts in the book Raise awareness and engagement Intentional ethical inquiry Explore a framework » Four Aspects of Big Data Ethics » Ethical Decision Points » Values & Actions Alignment » Value Personaswww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
What Is This Big Data Thing? Assuming familiarity Some characteristics Familiar examples Volume, variety, velocity creates a “forcing function”www.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
What Is This Ethics Thing? Big Data is ethically neutral Use of Big Data is not Ethics is only one aspect Abstract concepts, real implications Ethical inquiry informs ethical action Ethical principles informed by values Aligning action with those valueswww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Big Data’s Forcing Function Pushing business operations deeper into our lives Changing common meanings Value implications
Big Data’s Forcing Function Volume, Variety, Velocity The Supreme Court and Netflix Data Exhaust/Ecosystem/Life stream Meta-datawww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Anatomy of a Tweet Place type Verified Badge status Number of favorites Number of followers Protected status Country Application used to Tweet Author’s screen name Author’s biographywww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Big Data’s Forcing Function Imagine if Hemingway blogged, JFK tweeted, or Rosa Parks was on Facebook What will our grandchildren know about us that we didn’t know about our grandparents? Library of Congress Political change (Egypt, SOPA) Social change (location, interaction, communication) Education, Healthcare, Weatherwww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Balancing Risk and Innovation Use the Force » Acknowledge » Frame » Differentiate » Engage Frame Key Aspectswww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Four Aspects of Big Data Ethics Identity Privacy Ownership Reputation
Four Aspects of Big Data Ethics Identity Privacy Ownership Reputationwww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Four Aspects of Big Data Ethics Identity » Is offline existence identical to online existence? Privacy » Who should control access to data about you? Ownership » What does it mean to own data about ourselves? Reputation » How can we determine what is trust-worthy?www.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Identity PrivacyIdentity Ownership Reputation “Identity is prismatic”, Chris Poole “Having two identities for yourself is an example of a lack of integrity”, Mark Zuckerberg Fred Wilson proposes “lightweight” online identity New products and services launch US Government proposes National Strategy for Trusted Identities in Cyberspace Google+ policy changes on pseudonymswww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Identity PrivacyPrivacy Ownership Reputation “Data can be either useful or perfectly anonymous but never both.” (Paul Ohm) 87% of Americans can be identified by three data points: gender, birthdate, ZIP code In last 12 months: » Supreme Court ruled warrantless GPS tracking is unconstitutional » Homeland Security tests crime prediction technology » Zuckerberg declares “age of privacy” to be over » New product and services launch based on privacy control » O’Reilly publishes “Privacy and Big Data” » Google streamlines 60+ privacy policies into one—generating industry debate and Congressional inquirywww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Identity PrivacyOwnership Ownership Reputation Google website devoted to “liberating your data” UK government proposes “personal identity data” marketplace (a DC company does the same) Doc Searls calls for an end to collecting customer data World Economic Forum (WEF) describes personal data as a “new economic asset class” (data as currency) The Sierra Club sues Orange County for access to GIS datawww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Identity PrivacyReputation Ownership Reputation Google+ policy changes on pseudonyms “The Future of Reputation” (2007) New products and services launch “Reputation management” Ongoing debate about reputation » It’s alive: http://www.avc.com/a_vc/2010/03/how-to-defend-your-reputation.html » It’s dead: http://techcrunch.com/2010/03/28/reputation-is-dead-its-time-to-overlook-our-indiscretions/www.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Current Practices: Alignment? What is the current state of affairs? Fortune 50 public-facing policy statements
Current Practices: Buying & Selling On the one hand…34 out of Fortune 50 companies would NOT SELL personal data without consent No policy stated they would sell personal data On the other hand…11 out of Fortune 50 stated they would BUY (or “obtain”) data from third parties 0 out of Fortune 50 stated they would NOT BUY personal datawww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Ethical Decision Points If it’s not okay to sell something, how is it okay to buy it?
Ethical Decision Points Ethical incoherence Values and actions can be in conflict “Don’t know what we don’t know” Opportunity to align values and actions to increase collaborative innovation Reduce value conflicts in Big Data innovations Comfort factor (reduced creepy)www.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Ethical Decision Points Some real-world examples include: » adding a new product feature » policy development » security breach » designing new products/services » opportunity to use or combine data in a new waywww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Values & Actions Alignment Benefits of alignment Risks of misalignment Value Personaswww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Values & Actions You already know how to do this Our values inform our actions all the time We value lots of things Ethical practice is an outcome of ethical inquiry Ethical inquiry is an exploration of values Values can be personifiedwww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Value Personas Evolution of “user persona” Articulate how specific values inform specific actions in specific context Aligns operational perspectives on values & actions: executives, managers, line staff Designed in collaborative workshops with cross-functional teamwww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Common Themes Big Data is: » Ubiquitous » Permanent » Explicit » Aggregatedwww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Transparent Collaboration Acknowledge the complexity at Ethical Decision Points Be explicit with ethical discussions Engage the nuance Encourage “value talk” Use Value Personas to help create a common understanding & facilitate dialog Seek alignment of values and actions See Exact Target best practices » http://subscribersrule.com/ » http://www.exacttarget.com/company/orange-culture.aspxwww.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
Transparency If your data handling actions were known today … would they align with your values? Your customer’s values?
Thank You! Topic site: www.ethicsofbigdata.com Blog: www.kordindex.com Email: firstname.lastname@example.org Twitter: http://twitter.com/kordindex LinkedIn: http://www.linkedin.com/in/korddavis Ethics of Big Data (O’Reilly, March 2012): http://shop.oreilly.com/product/0636920021872.doAll references will be provided in archived presentation.www.ethicsofbigdata.com Twitter: @kordindex #ethicsofbigdata
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