Paige Jaeger 
Librarydoor.blogspot.com 
infolit4U@twitter 
Digital Footprints… 
You can run, 
but you can’t 
hide!
What do you 
think is 
currently being 
“data-mined 
"about you?
What’s going on? 
And is it right? 
What you 
don’t know, 
can hurt you.
Data is being collected 
people are making money 
you have a profile 
http://www.careerrocketeer.com/2011/07/is-your-digit...
Data is being collected 
Data Mining…
Photo from 
FACEBOOK.COM/zuck 
“Desire for 
privacy 
needs to be 
‘outgrown.” 
“Desire for 
privacy 
needs to be 
‘outgrow...
Millennials…
Data Mining …the basics 
“Get over it.” – Marc Zuckerberg
Scraping 
Facebook 
Dictionary.com (#1 for exposure) 
LinkedIn 
Amazon 
eBay, etc. 
+11,000 top traveled sites 
Speed of l...
Are you aware? 
i l . c o 
Scraping 
r t y @ ema a i n f o p m 
Weblining 
•You are in a “cluster” 
•Your credit limits ma...
Datamining …basics 
“Digital vacuum cleaner on 
steroids….” 
-Lori Andrews
Why? 
Justification: 
“To “optimize” your 
experience.” 
“To personalize your 
platform.” 
“To reduce your search 
time.” ...
Data Mining… the basics 
Deep Packet Inspection 
Legally reading your 
emails 
“Like the Post Office 
opening your mail.” ...
Have you noticed…
WHAT IS BEING COLLECTED
WHO IS COLLECTING THIS?
Google History…how far back do they go?
Log in to your account Click on “go to web history”
http://www.youtube.com/watch?v=79IYZVYIVLA
Geolocation 
Advertising! 
You can run, but 
you can’t hide…
Covert middleman informant = ISP 
The right to privacy is lost by your keystroke 
– One judge ruled
Who’s the bandit? 
High-Tech Wild West 
Majority of 
these do not 
ask 
permission 
Majority of 
these do not 
ask 
permis...
Facebook – AKA info bandit 
1.8 Billion in 
advertising 
revenue in 2010 
~12 Billion 
Revenue in 
2014 
Turning your pers...
“Private Browsing” 
? 
www.infoworld.com “Zombie cookies”
Before… The wake up call 
Simple FB search 
Google data mine examination 
Pipl search 
Personas 
Only2clicks 
Spokeo.com (...
THE WHY: 
They’re making money on you 
BILLIONS
Behavioral 
Advertising?
Data Mining at its’ 
best? 
www.forbes.com/sites/kashmi 
rhill/2012/02/16/how-target-figured- 
out-a-teen-girl-was-pregnan...
Digital diagnosis 
You and your personal profile
VOLUNTEERS? 
http://personas.media.mit.edu
HOTSEAT? www.spokeo.com 
Not your 
grandmothe 
Not your 
grandmothe 
r’s 
r’s 
Whitepages! 
Whitepages!
Diagnosis: Sick and inaccurate 
Your digital profile, not 
likely accurate 
Subject to an 
inaccurate algorithm 
Digital M...
What is our role as educators? 
http://www.youtube.com/watch?v 
=79IYZVYIVLA
Digital Makeover 101 
COPPA laws - Children's Online Privacy Protection Act = data and 
identity www.COPPA.org 
CIPA laws ...
COPPA 
The commission has proposed clarifying COPPA rules (PDF) to include 
not only Web sites, but other "online services...
DIGITAL MAKEOVER Pilot 
CAMBRIDGE HIGH SCHOOL 
GREENWICH HIGH SCHOOL
Digital Cyber-safety Courses …
GUIDING Questions 
 What is a digital footprint? 
 How is a digital footprint created? 
 How may your life be affected ...
where/How you leave footprints 
GOOD HARMFUL 
• Photos and videos of you 
doing activities for school 
and community 
• Po...
So why should you care if your footprint is ugly?
paigejaeger@gmail.com 
Terese Brennan, Cambridge HS Librarian 
CSchool3@nycap.rr.com
Resources: 
• NY Times: How Companies Learn Your 
Secretshttp://www.nytimes.com/2012/02/19/magazine/shopping-habits. 
html...
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
Digital footprints& datamining
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Digital footprints& datamining

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You Can Run, But You Can't Hide! - How far should the government regulate the Internet? -Has data mining gone too far? (Great secondary research project.) Digital footprint makeover handouts available at: digitalmakeover.wikispaces.com Find ideas for classroom instruction, also, on this wikispace.

This presentation was a breakout session at WLMA14 and has been updated to reflect recent revelations on medical information mining. We did not even get to discuss the EDUCATIONAL DATA MINING that is occurring on our students and children! Caveat!

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  • In the next 30 minutes…. 3 things:
    ‘Tufts University (among others) taking YouTube applications
    Facebook Footprint – big and dirty
  • This is called “data mining” and there are now college majors in this field
    Continually collected - Privacy - “Once a human right, has become a thing of the past.” – CNN (Fast Future Forward…show)
  • When I heard Zuckerman said this, I was outraged. (Why is his FB page locked?) Looked for juxtapose figures…. Found..
    Brandeis and Warren discussed "snapshot photography," a recent innovation in journalism, that allowed newspapers to publish photographs and statements of individuals without obtaining their consent. He went on to be called the father of “Right to Privacy.” (ruled on wiretapping case…invasion of privacy…  expectation of privacy is MISSING ONLINE.
  • Generation Me – The Dumbest Generation -- Born Digital and more
    Reason that the Internet is “free” - Social Networks are “free”
    Tell All, post all, regret some
  • While data mining is not directly related to our school jobs, we should be aware of this due to:
    Information and privacy advocates
    Impacts many things we do and the people we serve
    We are information professionals
  • One data-mining term is “scraping” - Dictionary.com is the #1 scraper – for exposure.
  • The WSJ reported that 70% of APPS are transferring FB user ID’s  aggregator
  • Enormous theft…use… of private information
    We – ALA stand against sharing and protecting patrons rights, while ISP providers are collecting, inaccurately profiling, and insulting us.
    There is NO overall privacy statute… close FTC laws about adhering to privacy policies, but there has to be an “expectation” of privacy and courts have ruled…
    CISPA (Information Security Protection Act… – - Everyone in Congress as well as Pres. Obama admit that America’s Cyber-security problem is now epidemic. – Quagmire of legality…. Conversation has begun.
  • CISPA – Amendment to 1947 National Security Act…Cyber Intelligence Sharing and Protection Act – 2 sections: 1 for security, 1 to limit data aggregating(…supposedly)
    Quagmire of legality… discussion has begun to limit data mining
    CISPA Cyber (Information Security Protection Act… – - Everyone in Congress as well as Pres. Obama admit that America’s Cyber-security problem is now epidemic. – Quagmire of legality…. Conversation has begun.
  • In the chat box, type something you’ve seen an advertisement for after you have searched. (Behavioral advertising)
  • Inform, Educate, and REMEDIATE REFORM - We were looking for a way to …
  • One NYU professor called this “anti-democratic” – you don’t have to be an NYU professor to see that
  • Axiom = biggest company you never heard of
    American Express just reached an agreement with Knowledge Based Marketing…
    61% believe what they do online is private
    70% oppose being followed on the web.
    Majority do NOT ask permission– double click tracker
  • Also: How Major Corporations and Government Plan to Track Your Every Purchase and Watch Your Every Move. 2005 (Older, but now everything is coming true…)
  • No such thing… When you leave the adobe flash cookies will capture the history.
  • Greenwich librarians, Nicole Carner shared her kids were “horrified” at their first investigation - ‘NEEDS TO START EARLIER THAN 11TH…”
  • Both Facebook (which refers to itself as a “nation” now) and Google make BILLIONS
    The Internet is “free” after all…. FB is “free” after all…. Words w/Friends is “free” -- at face value….
  • Data Miner identified 25 products that were a “predictor” of pregnancy… based upon purchasing history of thousands of “guests”
    Guest ID’s are attached to credit card numbers and purchases are “tracked” …and predicted. (There is an opt-out choice…. Look online for the 800 number.) “Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements and a bright blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August
  • They are “redefining” who you are… 2nd self is likely a distortion of yourself
  • We were looking for a novel new program…. Something to be a breath of fresh air…
  • Transfer responsibility to the student – SSL NYLA conference Joyce Valenza said something… aha moment. EL 2012
    Looking for new novel program
  • I recorded the students answering these questions. Then we discussed the questions until we had a working definition of the term digital footprint, we understood how it was created, and how permanent it remains online.
  • I have the students guess the social media being described.
  • Digital footprints& datamining

    1. 1. Paige Jaeger Librarydoor.blogspot.com infolit4U@twitter Digital Footprints… You can run, but you can’t hide!
    2. 2. What do you think is currently being “data-mined "about you?
    3. 3. What’s going on? And is it right? What you don’t know, can hurt you.
    4. 4. Data is being collected people are making money you have a profile http://www.careerrocketeer.com/2011/07/is-your-digital-footprint-squashing-your-reputation.html
    5. 5. Data is being collected Data Mining…
    6. 6. Photo from FACEBOOK.COM/zuck “Desire for privacy needs to be ‘outgrown.” “Desire for privacy needs to be ‘outgrown.” “[The founding fathers] conferred… the right to be left alone -- the right most valued by civilized “[The founding fathers] conferred… the right to be left alone -- the right most valued by civilized men.” men.” Justice Louis Brandeis Photo: www.loc.gov
    7. 7. Millennials…
    8. 8. Data Mining …the basics “Get over it.” – Marc Zuckerberg
    9. 9. Scraping Facebook Dictionary.com (#1 for exposure) LinkedIn Amazon eBay, etc. +11,000 top traveled sites Speed of light…
    10. 10. Are you aware? i l . c o Scraping r t y @ ema a i n f o p m Weblining •You are in a “cluster” •Your credit limits may be increased or decreased based upon your “cluster” Redlining:Mortgages Weblining:Credit
    11. 11. Datamining …basics “Digital vacuum cleaner on steroids….” -Lori Andrews
    12. 12. Why? Justification: “To “optimize” your experience.” “To personalize your platform.” “To reduce your search time.” Cookies are Cookies are not a sometimes not a sometimes food food http://farm4.staticflickr.com/3408/3603584189_3e247a92ec.jpg
    13. 13. Data Mining… the basics Deep Packet Inspection Legally reading your emails “Like the Post Office opening your mail.” - Elise Cooper Deep Packet Inspection You can write, buy, view, and send items on the Internet with no intention of people knowing your business, but the truth is they not only know this, but they archive and sell it.
    14. 14. Have you noticed…
    15. 15. WHAT IS BEING COLLECTED
    16. 16. WHO IS COLLECTING THIS?
    17. 17. Google History…how far back do they go?
    18. 18. Log in to your account Click on “go to web history”
    19. 19. http://www.youtube.com/watch?v=79IYZVYIVLA
    20. 20. Geolocation Advertising! You can run, but you can’t hide…
    21. 21. Covert middleman informant = ISP The right to privacy is lost by your keystroke – One judge ruled
    22. 22. Who’s the bandit? High-Tech Wild West Majority of these do not ask permission Majority of these do not ask permission American Express: American Express recently announced a collaboration with Knowledge Base Marketing, Inc. …records of 175 million Americans, which it will combine with records of consumer purchases from American Express. This compilation will then be used to help companies conduct targeted marketing campaigns. American Express is not planning to specifically notify its cardholders about this operation. < http://www.mmmlaw.com/media-room/ publications/articles/privacy-data-mining-on-the-internet>
    23. 23. Facebook – AKA info bandit 1.8 Billion in advertising revenue in 2010 ~12 Billion Revenue in 2014 Turning your personal info into a profit stream… A must read http://investor.fb.com/results.cf m
    24. 24. “Private Browsing” ? www.infoworld.com “Zombie cookies”
    25. 25. Before… The wake up call Simple FB search Google data mine examination Pipl search Personas Only2clicks Spokeo.com (adults) Inability to separate data from owners of the same name
    26. 26. THE WHY: They’re making money on you BILLIONS
    27. 27. Behavioral Advertising?
    28. 28. Data Mining at its’ best? www.forbes.com/sites/kashmi rhill/2012/02/16/how-target-figured- out-a-teen-girl-was-pregnant- before-her-father-did/
    29. 29. Digital diagnosis You and your personal profile
    30. 30. VOLUNTEERS? http://personas.media.mit.edu
    31. 31. HOTSEAT? www.spokeo.com Not your grandmothe Not your grandmothe r’s r’s Whitepages! Whitepages!
    32. 32. Diagnosis: Sick and inaccurate Your digital profile, not likely accurate Subject to an inaccurate algorithm Digital Makeover ?
    33. 33. What is our role as educators? http://www.youtube.com/watch?v =79IYZVYIVLA
    34. 34. Digital Makeover 101 COPPA laws - Children's Online Privacy Protection Act = data and identity www.COPPA.org CIPA laws = filter  Responsibility  student’s …NOT the district’s  http: //digitalmakeover.wikispaces.com/home News alert: FACEBOOK thinks that ‘like’ buttons should be exempt from COPPA
    35. 35. COPPA The commission has proposed clarifying COPPA rules (PDF) to include not only Web sites, but other "online services" such as mobile apps, network-connected games, and text messages. The FTC has also proposed a more expansive definition of personal information to include IP addresses, device identifiers, and geolocation information. http://www.privacyobservatory.org/
    36. 36. DIGITAL MAKEOVER Pilot CAMBRIDGE HIGH SCHOOL GREENWICH HIGH SCHOOL
    37. 37. Digital Cyber-safety Courses …
    38. 38. GUIDING Questions  What is a digital footprint?  How is a digital footprint created?  How may your life be affected by your footprint?  Why should you care about your footprint?  Do you think your digital footprint is: Good, bad or Ugly ?  What could you do to clean it up?  WHAT MIGHT ENHANCE YOUR IMAGE?  WHAT MIGHT HARM YOUR IMAGE? Create a list of these things on the Smartboard
    39. 39. where/How you leave footprints GOOD HARMFUL • Photos and videos of you doing activities for school and community • Positive comments about you from others • Cool things you created for school or for fun • Embarrassing or humiliating comments or photos • Hints of drug or alcohol use • References to illegal or bad behavior • Personal information that you shared in confidence with someone • Photos that were taken without your consent The Assignment: Checking on our digital footprint
    40. 40. So why should you care if your footprint is ugly?
    41. 41. paigejaeger@gmail.com Terese Brennan, Cambridge HS Librarian CSchool3@nycap.rr.com
    42. 42. Resources: • NY Times: How Companies Learn Your Secretshttp://www.nytimes.com/2012/02/19/magazine/shopping-habits. html?pagewanted=all&_r=1& • Forbes: How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured- out-a-teen-girl-was-pregnant-before-her-father-did/ • What’s the difference between IvP6 and IvP4?: http://www.webopedia.com/DidYouKnow/Internet/ipv6_ipv4_differe nce.html • Albrecht, Katherine and McIntyre, Liz. How Major Corporations and Government Plan to Track Your Every Purchase and Watch Your Every Move. 2005. also: spychips.com • Andrews, Lori. I Know Who You Are and I Saw What You Did. Simon & Schuster. 2012. • Footprint photo credit: http://new-to-teaching.blogspot.com • http://www.thefilterbubble.com/ • http://www.digitalmakeover.wikispaces.com

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