"ALL YOUR DATA ARE BELONG TO US" OR HOW THE INTERNET GIANTS MAY HAVE A CARD UP THEIR SLEEVE

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While many people are concerned about the amount of data Internet giants like Google or Facebook have acquired over the years, it is still not clear how much of that data are they using or what they are using it for. Also, it seems to be a common belief that companies of the digital age are only present in the digital world, and that only traditional companies may operate on both sides. This paper will discuss the kinds of data Internet giants have access to, and will present some examples on how to use that data for profit, showing how Internet-based companies may jump into traditional business markets, just like traditional companies have moved part of their business to the on-line world.

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"ALL YOUR DATA ARE BELONG TO US" OR HOW THE INTERNET GIANTS MAY HAVE A CARD UP THEIR SLEEVE

  1. 1. “All your data are belong to us” orhow the Internet giants may have a card up their sleeve. Luis MartinGarcia Universidad Politécnica de Madrid luis.mgarcia@alumnos.upm.es
  2. 2. Table of Contents
  3. 3. Introduction• The “information age”.
  4. 4. Introduction• The “information age”.
  5. 5. Introduction• The “information age”.
  6. 6. Introduction• The “information age”.
  7. 7. Introduction• The “information age”.
  8. 8. Introduction• Traditional businesses go on-line.
  9. 9. Introduction• But do Internet-born businesses extend their presence off-line? Nombre
  10. 10. The Internet Giants Nombre
  11. 11. The Internet Giants Nombre
  12. 12. What do they know? Nombre
  13. 13. What do they know?What does know? Nombre
  14. 14. What do they know?What does know?WebIndex Nombre
  15. 15. What do they know?What does know?Web QueryIndex Logs Nombre
  16. 16. What do they know?What does know?Web Query ResultIndex Logs clicks Nombre
  17. 17. What do they know?What does know?Web Query Result E-mail &Index Logs clicks chat logs Nombre
  18. 18. What do they know?What does know?Web Query Result E-mail & Geo-Index Logs clicks chat logs Location Nombre
  19. 19. What do they know?What does know? Nombre
  20. 20. What do they know? What does know?Personal Details Nombre
  21. 21. What do they know? What does know?Personal Details Wall Messages Nombre
  22. 22. What do they know? What does know?Personal Details Wall Messages Status Updates Nombre
  23. 23. What do they know? What does know?Personal Details Wall Messages Status Updates "Liked" items Nombre
  24. 24. What do they know? What does know?Personal Details Wall Messages Status Updates "Liked" items Connections Nombre
  25. 25. What do they know? What does know?Personal Details Wall Messages Status Updates "Liked" items Connections Location Nombre
  26. 26. What they may not know... Nombre ?
  27. 27. Using Knowledge for profit Nombre
  28. 28. Using Knowledge for profit• Target Market Determination Nombre
  29. 29. Using Knowledge for profit• Stock Prediction Nombre
  30. 30. Using Knowledge for profit• Trend Spotting Nombre
  31. 31. Using Knowledge for profit• Hype and Product Life Cycle Analysis Nombre
  32. 32. Using Knowledge for profit• Hype and Product Life Cycle Analysis Nombre
  33. 33. Using Knowledge for profit• Corporate or Industrial Espionage Nombre
  34. 34. Conclusions Nombre
  35. 35. Conclusions• “Dont be evil” Nombre
  36. 36. Conclusions• “Dont be evil”• “Do what you do best, outsource the rest” [Richard Branson] Nombre
  37. 37. Questions? Thank you for your attention.Nombre

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