Facebook's violation of privacy goes much beyond what people imagine it to be. A cautionary tale for both marketers and consumers.

1. Intelligence and consumer
data in light of the facebook
scandal

2. Review
Market Segmentation
Geographic
Psychographic
Demographic
Behavioral

3. Background to the scandal
Russia Investigation
Trump campaign received support from
Russia
Fake news to divide the democratic
party
Democratic national convention emails
hacked
Trumps hot mic scandal

5. Cambridge Analytica
Data marketing firm specializes in data mining,
analysis and communication
Involved in : Brexit, US elections (trump),
Mexican Election, Upcoming Indian Election
(congress), Kenyan Election (Kenyatta)
Used data primarily from facebook

6. The Whistle blower
Christopher Wylie data scientist who alerted
authorities was banned from facebook
Cambridge Analytica was previously audited for
data leaks by facebook but facebook never seriously
took up the case and they did not delete the data.
They create a universe for the individual to make
him believe in a conspiracy on facebook.

7. What does facebook know
about you?
“Software developer Dylan McKay went and
downloaded all of his data from Facebook, he was
shocked to find that the social network had
timestamps on every phone call and SMS message
he made in the past few years, even though he says
doesn’t use the app for calls or texts. It even
created a log of every call between McKay and his
girlfriends’s mom.”

8. What does facebook know
about you?
They know your phone contacts their numbers
Who you call ,at what time and for how long
Who do you text and what is in it.

9. What does facebook know
about you?
They track your location via ip address and
phone location
They know where you live, where you spend the
most time, your favorite restaurants
They know that you are at Szabist

10. What does facebook know
about you?
They know who are your best friends
How much you have in common with them;
shared interests
Where you go together (shared locations)

11. What does facebook know
about you?
They know who are your best friends
How much you have in common with them;
shared interests
Where you go together (shared locations)

12. What does facebook know
about you?
People you may know is a complex algorithm
that uses the data of people around you to make
a trail.
People have found their long lost relatives or
biological fathers just from this
It has shortened the 6 degrees of seperation

13. What does facebook know
about you?
Facebook uses facial recognition systems so
even if you don’t upload pictures it will find you
in your friends pictures and elsewhere.
where you take your pictures (for Facebook or
for Instagram), and who’s in them.
It uses exif data to know what you are interested
in

14. What does facebook know
about you?
Facebook knows where you go on the internet, and what
products you buy or almost buy It
It works with third parties to collect more data on you-It
buys more user info from data brokers, including ones
that sell credit reports.
Based on all this it can predict what you will read watch
or buy

15. What does facebook know
about you?
They know about your family
How big it is (household size)
whether you have children or not (childcare
products)

16. What does facebook know
about you?
what cell phones, tablets and laptops you use - hinting at
user preference, latest phone? brand awareness, income,
early adopter?
Which browser you use
Which OS you have
Which other apps do you use ( interests, priorities etc)

17. What does facebook know
about you?
whether you are sunni and shia and which other beliefs
you may lean that you borrow from other religions
Or you are a secretly a member of another sect/religion
Whether you have an interest in the same gender
What preferences do you have in women
And who you are stalking! Ofcourse.

18. What does facebook know
about you?
it reads your messages on messenger- Mark
Zuckerberg deleted his own messages, you
cannot
It can access your mic and camera- Zuckerberg
puts a bandaid on his laptop camera

19. What does facebook know
about you?
It knows if you have any psychological illnesses
It knows if you have a fake profile
It can access your mic and camera- Zuckerberg
puts a bandaid on his laptop camera

20. What does facebook know
about you?
its knows which political groups you support
publicly and secretly.
Whether he truly loves PTI or its just peer
pressure

21. Self Audit
Stalkscan link https://stalkscan.com – shows
your data without storing your data
Script for programmers
https://gist.github.com/dylanmckay/2b191a10068bd87d0fffba242db44b52
Take a Data selfie - https://dataselfie.it/

22. Self Audit
To check what facebook easily gives away to
advertisers -
https://www.facebook.com/ads/preferences

23. Download entire data
To get your own data dump, head to your Facebook
Settings and click on “Download a copy of your data” at
the bottom of the page. You’ll receive a notification
sending you to a page where you can download the
data—after re-entering your account password, of course.
https://www.facebook.com/settings
The (likely huge) file downloads onto your computer as a
ZIP. Once you extract it, open the new folder and click on
the “index.html” to view the data in your browser.

24. Will facebook change?
Facebook does have a history of disrespecting
users’ privacy. In 2010 they changed everyone’s
default privacy settings, and in 2007 they
notified people about their friends’ purchases
on other sites with a tool called Facebook
Beacon, triggering public outcry and eventually
paying a $9.5 million class action settlement.

25. What can we do as a
consumer?
Use Adblockers. Always!
Restrict access in the settings of your iphone or
android
Disable app permisisons for facebook,
instagram, messenger
Delete the apps

26. Is facebook the only one?
Ever heard of Google?
What facebook has is just a fraction of what the
Google universe carries.

27. What can we do as a
marketer?
As a marketer building trust is your job
We all carry a moral responsibility apart from a
legal one.
Be clear on the user agreement and terms of
service
Vague terms such as third party contractors are
misleading
Make it clear to the client what you intend to do

28. Questions?

29. Information
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