The document discusses the conflict between data mining and online privacy. It begins with an agenda that outlines discussing the topic of data mining and online behavioral targeting. It then defines data mining as the analysis of large datasets to find unexpected relationships and summarize the data in useful ways for the owner. Different data mining techniques are explained like association, classification, clustering, prediction, and decision trees. The document discusses what user data is collected by companies from sources like Facebook and Google and how it is used for behavioral targeting without users' knowledge. It concludes with an interactive part and discussion about privacy statements.

1. The conflict between
data mining and online
privacy

2. AGENDA
○ About the topic
○ Interactive Part
○ Discussion

3. Hello!
Mick van Galen Kevin Röder Suzanna Nieuwenkamp

4. That’s me!
Fits the statement to you?
Please raise your hand!

5. About the topic
Data Mining and
Online Behavioral Targeting

6. What is data
mining?
Definition, techniques and
process of it

7. “Data mining is the analysis of (often large)
observational data sets to find unsuspected
relationships and to summarize the data in
novel ways that are both understandable
and useful to the data owner.
(David Hand, 2001)

8. Different data mining
techniques
Association, Classification, Clustering,
Prediction and Decision Trees

9. Different data mining techniques
Association
+

10. Different data mining techniques
Classification
+ =
Increasing income

11. Different data mining techniques
Clustering
Bobcatsss participants Sportive people

12. Different data mining techniques
Prediction

13. Different data mining techniques
Decision trees

14. CRISP - DM process
Business
Understanding
What is the goal?
Data Understanding
What data do I need?
Data Preparation
How should I clean my data?
Model Building
What can we do with it?
Evaluation
Did we achieve our goal?
Deployment
Bigger picture
Data
Sources

15. The data that is
being collected
Facebook Google data file

16. Facebook

17. Google Data File

19. Your data The data that is
collected that
people know about
Facebook profile
Location
Purchase
etc.
The data that is
actually being
collected that
people don’t know
about
Places you go to very often
Where your car is parked
Metadata
etc.

20. How is your data used
for behavioral
targeting?

21. Relevance?
The internetFilter Bubble

22. Interactive Part

23. DO IT!
- Match a profile to your company
- Fill in the assignment
- Present it to the class

24. For example
+ =

25. Discussion

26. Discussion about privacy statements

27. “I’m concerned about my online privacy”

28. “Data mining has a bad influence on how the
internet is presented to me”

29. “I’m okay with companies collecting data
about me and targeting me on a personal
level based on for example my browsing
activity”

30. “Companies have to be more transparent
about how they are using my data”

31. “I use plugins and/or tools that help me to
maintain my online privacy”

32. Folder with tips how to prevent online
behavioral targeting!

33. Thank you!