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Diverse Privacy Topics Part 1

Diverse Privacy Topics Part 1. Elizabeth Flores Erik Yang Julio Olvera Sergio Ruiz Owen García. Marketing, Personalization and Consumer Dossiers. Elizabeth Flores Erik Yang. 2.3.1 Marketing, Personalization and Consumer Dossiers.

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Diverse Privacy Topics Part 1

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  1. Diverse Privacy TopicsPart 1 Elizabeth Flores Erik Yang Julio Olvera Sergio Ruiz Owen García

  2. Marketing, Personalization and Consumer Dossiers Elizabeth Flores Erik Yang

  3. 2.3.1 Marketing, Personalization and Consumer Dossiers • Marketing is an essential task for most businesses and organizations. It is one of the biggest uses of personal information (businesses, political parties, and organization). • Includes how to price products and when and to whom to offer discounts.

  4. Antecedents • Computers and the increased storage capacity and technology of the 1980’s and 1990’s revolutionized targeted marketing. • If you field a change-of-address notice with the U.S. Postal Service, your name and new address were provided to mailing list managers, who in turn sold the list to mass mailers.

  5. Until the alte 1990´s, most businesses and Websites had no explicit statements about using customer information. People did not realize or expect that companies would store and use their information for anything. • Personalization of information so that service can be better is another way to obtain information.They observe your likes and dislike to offer you what they think you will buy. • Personal information, when being collected with consent, can leak in ways that can threaten the safety of those persons.

  6. Facebook and CIA??

  7. Privacy Policy

  8. Google Search Privacy: Plain and Simple

  9. Privacy and Social Networks

  10. Location Tracking Julio Olvera

  11. Location Tracking • Location tracking is not one, single technology. Rather, it is the convergence of several technologies that can be merged to create systems that track inventory, livestock or vehicle fleets. Similar systems can be created to deliver location-based services to wireless devices. • Current technologies being used to create location-tracking and location-based systems include: Geographic Information Systems (GIS) Global Positioning System (GPS) Radio Frequency Identification (RID) Wireless Local Area Network (WLAN).

  12. Geographic Information Systems (GIS) - For large-scale location-tracking systems, it is necessary to capture and store geographic information. Geographic information systems can capture, store, analyze and report geographic information. • Global Positioning System (GPS) - A constellation of 27 Earth-orbiting satellites (24 in operation and three extras in case one fails). A GPS receiver, like the one in your mobile phone, can locate four or more of these satellites, figure out the distance to each, and deduce your location through trilateration. For trilateration to work, it must have a clear line of sight to these four or more satellites. GPS is ideal for outdoor positioning, such as surveying, farming, transportation or military use (for which it was originally designed). See How GPS Receivers Work for more information.

  13. Radio Frequency Identification (RFID) - Small, battery-less microchips that can be attached to consumer goods, cattle, vehicles and other objects to track their movements. RFID tags are passive and only transmit data if prompted by a reader. The reader transmits radio waves that activate the RFID tag. The tag then transmits information via a pre-determined radio frequency. This information is captured and transmitted to a central database. Among possible uses for RFID tags are a replacement for traditional UPC bar codes. See How RFID’s Work for more information. • Wireless Local Area Network (WLAN) - Network of devices that connect via radio frequency, such as 802.11b. These devices pass data over radio waves and provide users with a network with a range of 70 to 300 feet (21.3 to 91.4 meters).

  14. Stolen and Lost Data Sergio Ruiz

  15. 2.3.3 STOLEN AND LOST DATA • Criminals steal personal data by: • Hacking into computer systems • Stealing computers and disks • Buying or requesting record under false pretenses • Bribing employees of companies that store the data One of the risks associated with databases of personal information is that criminals steal and use the information.

  16. Spyware is a software that collects information about a person’s activity and data on his or her computer and then sends the information over the internet to the person or company that planted the spyware.

  17. Here are some examples of lost and stolen personal information of large number of people: • Employment information, including SSNs, of more that 160,000 past and current Boeing employees ( on a stolen laptop). • Time Warner files on 600,000 employees. • Bank of America disks with account information (lost or stolen in transit). • Records of almost 200,000 current and former employees of Hewlett-Packard ( on a laptop stolen from Fidelity Investments). • Records on millions of people stolen by a customer of huge database company Acxiom. • Names, birth dates, SSNs, and medical diagnoses for 1,600 patients (laptop stolen form the University of Washington Medical Center).

  18. Investigators and data brokers get a lot of information by a process called pretexting, that is, by pretending to be someone with a legitimate reason for obtaining the data. Pretexters often get information by telephone and usually begin with some personal information about their target to make their request seem legitimate. Here are some solutions to avoid pretexters get your information: • Privacy organizations recommend that consumers activate their online access and set up their own password. • Another solution would be for the business to improve their process for authenticating the customer before granting access.

  19. Law and ethical responsability Owen García

  20. Law and ethical responsability • It is important to remeber that persons or institutions who collect and mantain personal information must have and ethical responsability and legal reinforcements in case of an atemmpt of a record theft • Due to several cases that have occured in the past, laws have been established (such as the Gramm-Leach-Bliley Act), preventing certain issues that had happened few years ago in some important companies as HP and AOL.

  21. Law and ethical responsability • As businesses, organizations, and government agencies store huge amounts of personal data, they have the ethical and and sometimes legal responsability to protect them from misue.

  22. Law and ethical responsability • What penalties are appropriate when businesses, organizations, or goverment agencies lose or disclose personal data? • Legal responsability varies depending on the kind of data, which states laws apply, wheter the entity responsible for the data is private or a goverment agency.

  23. The providers that have been stolen must prove actual harm. • On the other hand it might be a few years before someone is aware that criminals are using lost or stolen data to commit fraud in his or her name • Proving harm can be difficult

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