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Decoding the Urban DNA and Harnessing the Power of Social Intelligence

Explore the power of location data in understanding human behavior and places. Learn how algorithms predict and model user behavior for personalization and discovery, with a focus on privacy and data ownership.

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Decoding the Urban DNA and Harnessing the Power of Social Intelligence

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  1. Decoding the Urban DNA and Harnessing the Power of Social Intelligence May 2009 Where2.0 Greg Skibiski, CEO greg@sensenetworks.com

  2. Sandy Pentland Chief Privacy Advocate MIT, Head of Human Dynamics Research Tony Jebara Chief Scientist Columbia University, Head of the Machine Learning Program

  3. Static Demographics Proprietary & Confidential

  4. Static Demographics Proprietary & Confidential

  5. HOME Proprietary & Confidential

  6. Half the people on the planet are creating location data It is the largest, most universal source of information describing human behavior

  7. Goal: understand people • It’s hard to say if User A is like User B from location data… • People don’t overlap in space & time enough to compare, but they do overlap semantically once we understand places User A User B

  8. First, understand places Is place A like place B? Look at each place’s Flow, Commerce & Demographics

  9. Proprietary & Confidential

  10. noon saturday 8pm saturday noon tuesday 8pm tuesday Proprietary & Confidential

  11. Dynamic Demographics • Matrix of 9 example users - original location data can be deleted

  12. Macrosense 1.0 Prediction Platform Learn Predict Prediction algorithms trained on a sample of users (n=10,000) Model generated automatically and performance evaluated on unseen data Models are deployed at scale (n=10,000,000) Latitude, Longitude, Time, Binary Business Prediction Predictive Model Latitude, Longitude, Time Binary Business Variables (x,y) Proprietary & Confidential

  13. Dynamic Demographics Recommendation Personalization Discovery 2x Improvement Confidential

  14. Dynamic Demographics Churn 2x Improvement Confidential

  15. Dynamic Demographics Local Search Confidential

  16. Privacy & Data Ownership • All opt-in • Location data is not retained after processing • No traces kept • k-level anonymized • “New Deal on Data” thought leadership • You have the right to possess your data • You have full control over the use of your data • You have a right to dispose or distribute your data Proprietary & Confidential

  17. Decoding the Urban DNA and Harnessing the Power of Social Intelligence May 2009 Where2.0 Greg Skibiski, CEO greg@sensenetworks.com

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