SlideShare ist ein Scribd-Unternehmen logo
1 von 39
Downloaden Sie, um offline zu lesen
Escaping the
Echo ChamberThe User Experience of Data-driven Personalisation
Escaping the Echo Chamber
Public Broadcasting
vs
Personalized
Recommendation
Engines
…when worlds collide.
* Terminology & Technology
* Experiences & Politics
* Decisions & Power
* UX Thinking
Terminology
& Technology
What is what
Explicit Personalisation
vs.
Implicit Personalisation
1st party data
vs.
3rd party data
Personalisation does
not require a login!
(But it can help)
Is there anything
you can
recommend?
Recommendations based on data:
Time of Day, Day of Week, Taste, Mood,
Rental History, Feedback on past rentals,
Favourite Genres, Context of Watching,
New Releases…
Escaping the Echo Chamber
Escaping the Echo Chamber
https://qz.com/571007/the-magic-that-makes-spotifys-discover-weekly-playlists-so-damn-good
Escaping the Echo Chamber
Size of item pool
#new published
and unpublished
items per day
Identifying potential for automized personalization
User-based
collaborative filtering
Item-based
collaborative filtering
Utilizing collaborative filtering to drive
recommendations
Machine
Learning Engine
Data
Measurable Goal
e.g. conversion to a certain event
* Take data
* Build model
* Test against goal
* Rinse and repeat
e.g. data on past usage
Experiences
& Politics
Escaping the Echo Chamber
Thanks - not interested
Please buy it!Please buy it!Please buy it!
Buy the sofa already!
Buy the sofa already!
Buy the sofa already!
Buy the sofa already!
Buy the sofa already!
Surprise – Sofa!
Mental Models
Two Problems
* #1 Brokers
* #2 Bubbles
Actually there is also ethics in general – but that’s the next chapter…
Source: https://www.ftc.gov/system/files/documents/reports/data-brokers-call-transparency-accountability-report-federal-trade-commission-may-2014/140527databrokerreport.pdf
Problem #1 Brokers
Source: https://www.ftc.gov/system/files/documents/reports/data-brokers-call-transparency-accountability-report-federal-trade-commission-may-2014/140527databrokerreport.pdf
Problem #1 Brokers
Age
Religious Affiliation
Technology Interest
Expectant or New Parent
Gender
Political Affiliation
Social Media Usage
Real Property Attributes
Height
Household Income
Vehicle Ownership
New Mover/Renter/Owner
Weight
Net Worth
Credit Card Usage
Discount Shopper
Race
Marital Status
Vacation Habits
High-End Shopper
Ethnicity
Biker
Cholesterol Focus
Home Loan Type
Occupation
Presence of Children
Diabetes Interest
Investment Habits
Soon-to-be High School Graduates
School-aged Children
Smoker in Household
Gambling
Guns and Ammunition Purchases
Home Ownership Status
Buy Disability Insurance
Lenses or Contacts
Brand Medication Conscious
Stuff brokers know
Source: https://www.ftc.gov/system/files/documents/reports/data-brokers-call-transparency-accountability-report-federal-trade-commission-may-2014/140527databrokerreport.pdf
Problem #1 Brokers
me
Problem #2 Bubbles
Problem #2 Bubbles
"Pretty much every
message that Trump put
out was data-driven."
Alexander Nix - CEO of
Cambrige Analytica
Serendipity
Decisions &
Power
„A squirrel dying in front of your house
may be more relevant to your interests
right now than people dying in Africa.“
Mark Zuckerberg
Aspiration vs. Impulse
Quinoa or Burger
arte or RTL II
Sport or Sofa
Computer says no!
remember…
it’s a black box
Paper: https://osf.io/zn79k/
“Deep neural networks are more accurate than humans
at detecting sexual orientation from facial images”
91 %
Accuracy
Pistacchio Taste Revelation Box (PTRB)
90 %
Accuracy
50 % Correct
Results
10 % prevalence of hidden pistacchio taste
Kate Crawford
@katecrawford
Data Ethics
UX Thinking
A proposal
Discover Define Generate Refine
Agile
Development
Proect
Incubation
Vision
* Shared Understanding
* Bricolage
* Critical Thinking
* Design Responsibility
Four ideas shape UX Thinking:
Technology
Solution
It is our job to make sure
our designs are centered
around real human needs.
The three dimensions of digital experiences
„Welcome to UX,
I‘ll be your guide!“
Conformity to
Expectation
Orientation must be
maintained
Transparency
Where is the
service personalized?
Traceability
What is the basis?
Which data is used?
Controllabillity
Give influence and
control to the user.
& Thx.
@ScreaminHias
https://www.xing.com/profile/Hias_Wrba
https://www.linkedin.com/in/mathias-wrba-82208937/
hello@hiaswrba.net

Weitere ähnliche Inhalte

Ähnlich wie Escaping the Echo Chamber

Confessions (and Lessons) of a "Recovering" Data Broker
Confessions (and Lessons) of a "Recovering" Data BrokerConfessions (and Lessons) of a "Recovering" Data Broker
Confessions (and Lessons) of a "Recovering" Data Brokermetanautix
 
who is writing my autobiography
who is writing my autobiographywho is writing my autobiography
who is writing my autobiographyLuca De Biase
 
Decoding Social Data Employing Non Discriminatory Analytics in Creating New D...
Decoding Social Data Employing Non Discriminatory Analytics in Creating New D...Decoding Social Data Employing Non Discriminatory Analytics in Creating New D...
Decoding Social Data Employing Non Discriminatory Analytics in Creating New D...Mahmoud Dasser
 
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destinySocial Media Monitoring: your data with destiny
Social Media Monitoring: your data with destinySMLXL Ltd
 
Big Data Analytics - The New Cold War
Big Data Analytics - The New Cold WarBig Data Analytics - The New Cold War
Big Data Analytics - The New Cold WarKunal Dutta
 
Big Data and the Future of Journalism (Futurist Keynote Speaker Gerd Leonhard...
Big Data and the Future of Journalism (Futurist Keynote Speaker Gerd Leonhard...Big Data and the Future of Journalism (Futurist Keynote Speaker Gerd Leonhard...
Big Data and the Future of Journalism (Futurist Keynote Speaker Gerd Leonhard...Gerd Leonhard
 
The future of Content management when the mobile Broadcasts Intent
The future of Content management when the mobile Broadcasts Intent The future of Content management when the mobile Broadcasts Intent
The future of Content management when the mobile Broadcasts Intent Tony Fish
 
Finger On The Pulse
Finger On The PulseFinger On The Pulse
Finger On The Pulsemccannpulse
 
Finger On The Pulse
Finger On The PulseFinger On The Pulse
Finger On The Pulsemccannpulse
 
Making Decisions in a World Awash in Data: We’re going to need a different bo...
Making Decisions in a World Awash in Data: We’re going to need a different bo...Making Decisions in a World Awash in Data: We’re going to need a different bo...
Making Decisions in a World Awash in Data: We’re going to need a different bo...Micah Altman
 
Opportunities with data science
Opportunities with data scienceOpportunities with data science
Opportunities with data scienceAshiq Rahman
 
Measuring Relevance in the Negative Space
Measuring Relevance in the Negative SpaceMeasuring Relevance in the Negative Space
Measuring Relevance in the Negative SpaceTrey Grainger
 
Big Data's Big Paradox_Dr. Nita Rollins
Big Data's Big Paradox_Dr. Nita RollinsBig Data's Big Paradox_Dr. Nita Rollins
Big Data's Big Paradox_Dr. Nita RollinsNita Rollins, Ph.D.
 
Enterprise Scale Knowledge Graphs
Enterprise Scale Knowledge GraphsEnterprise Scale Knowledge Graphs
Enterprise Scale Knowledge GraphsAnant Narayanan
 
Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014
Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014
Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014Cezar Taurion
 
Fishbowl Model - Team enClair
Fishbowl Model - Team enClairFishbowl Model - Team enClair
Fishbowl Model - Team enClairMihnea Galeteanu
 
Fishbowl Model - Team enClair
Fishbowl Model - Team enClairFishbowl Model - Team enClair
Fishbowl Model - Team enClairMihnea Galeteanu
 

Ähnlich wie Escaping the Echo Chamber (20)

Confessions (and Lessons) of a "Recovering" Data Broker
Confessions (and Lessons) of a "Recovering" Data BrokerConfessions (and Lessons) of a "Recovering" Data Broker
Confessions (and Lessons) of a "Recovering" Data Broker
 
Rulex big data and analytics
Rulex big data and analyticsRulex big data and analytics
Rulex big data and analytics
 
who is writing my autobiography
who is writing my autobiographywho is writing my autobiography
who is writing my autobiography
 
Decoding Social Data Employing Non Discriminatory Analytics in Creating New D...
Decoding Social Data Employing Non Discriminatory Analytics in Creating New D...Decoding Social Data Employing Non Discriminatory Analytics in Creating New D...
Decoding Social Data Employing Non Discriminatory Analytics in Creating New D...
 
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destinySocial Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
 
Big Data Analytics - The New Cold War
Big Data Analytics - The New Cold WarBig Data Analytics - The New Cold War
Big Data Analytics - The New Cold War
 
Big Data and the Future of Journalism (Futurist Keynote Speaker Gerd Leonhard...
Big Data and the Future of Journalism (Futurist Keynote Speaker Gerd Leonhard...Big Data and the Future of Journalism (Futurist Keynote Speaker Gerd Leonhard...
Big Data and the Future of Journalism (Futurist Keynote Speaker Gerd Leonhard...
 
The future of Content management when the mobile Broadcasts Intent
The future of Content management when the mobile Broadcasts Intent The future of Content management when the mobile Broadcasts Intent
The future of Content management when the mobile Broadcasts Intent
 
Unplug Yourself
Unplug YourselfUnplug Yourself
Unplug Yourself
 
Finger On The Pulse
Finger On The PulseFinger On The Pulse
Finger On The Pulse
 
Finger On The Pulse
Finger On The PulseFinger On The Pulse
Finger On The Pulse
 
Making Decisions in a World Awash in Data: We’re going to need a different bo...
Making Decisions in a World Awash in Data: We’re going to need a different bo...Making Decisions in a World Awash in Data: We’re going to need a different bo...
Making Decisions in a World Awash in Data: We’re going to need a different bo...
 
Opportunities with data science
Opportunities with data scienceOpportunities with data science
Opportunities with data science
 
Measuring Relevance in the Negative Space
Measuring Relevance in the Negative SpaceMeasuring Relevance in the Negative Space
Measuring Relevance in the Negative Space
 
Big Data's Big Paradox_Dr. Nita Rollins
Big Data's Big Paradox_Dr. Nita RollinsBig Data's Big Paradox_Dr. Nita Rollins
Big Data's Big Paradox_Dr. Nita Rollins
 
Enterprise Scale Knowledge Graphs
Enterprise Scale Knowledge GraphsEnterprise Scale Knowledge Graphs
Enterprise Scale Knowledge Graphs
 
Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014
Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014
Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014
 
Fishbowl Model - Team enClair
Fishbowl Model - Team enClairFishbowl Model - Team enClair
Fishbowl Model - Team enClair
 
Product Map
Product MapProduct Map
Product Map
 
Fishbowl Model - Team enClair
Fishbowl Model - Team enClairFishbowl Model - Team enClair
Fishbowl Model - Team enClair
 

Mehr von Screamin Wrba

Die UX personalisierter Empfehlungen
Die UX personalisierter EmpfehlungenDie UX personalisierter Empfehlungen
Die UX personalisierter EmpfehlungenScreamin Wrba
 
The Great MVP Swindle
The Great MVP SwindleThe Great MVP Swindle
The Great MVP SwindleScreamin Wrba
 
Wettschätzen mit der Bet-Cost-Matrix
Wettschätzen mit der Bet-Cost-MatrixWettschätzen mit der Bet-Cost-Matrix
Wettschätzen mit der Bet-Cost-MatrixScreamin Wrba
 
Psychologische Sicherheit Remix
Psychologische Sicherheit RemixPsychologische Sicherheit Remix
Psychologische Sicherheit RemixScreamin Wrba
 
Psychologische Sicherheit für Teams
Psychologische Sicherheit für TeamsPsychologische Sicherheit für Teams
Psychologische Sicherheit für TeamsScreamin Wrba
 
User story Mapping mit Exemplarischen Handlungsfeldern
User story Mapping mit Exemplarischen HandlungsfeldernUser story Mapping mit Exemplarischen Handlungsfeldern
User story Mapping mit Exemplarischen HandlungsfeldernScreamin Wrba
 
Mit UX Thinking vom Mandat zur Produktvision
Mit UX Thinking vom Mandat zur ProduktvisionMit UX Thinking vom Mandat zur Produktvision
Mit UX Thinking vom Mandat zur ProduktvisionScreamin Wrba
 
Move slow and fix things
Move slow and fix thingsMove slow and fix things
Move slow and fix thingsScreamin Wrba
 
Communities of Trust
Communities of TrustCommunities of Trust
Communities of TrustScreamin Wrba
 
Communities of Trust - from regulation to cooperation
Communities of Trust - from regulation to cooperationCommunities of Trust - from regulation to cooperation
Communities of Trust - from regulation to cooperationScreamin Wrba
 
Escaping the filterbubble #iak16
Escaping the filterbubble #iak16Escaping the filterbubble #iak16
Escaping the filterbubble #iak16Screamin Wrba
 
Just enough regulation - Kooperation statt Regulation
Just enough regulation - Kooperation statt Regulation Just enough regulation - Kooperation statt Regulation
Just enough regulation - Kooperation statt Regulation Screamin Wrba
 
User (Experience) Stories #iak13
User (Experience) Stories #iak13User (Experience) Stories #iak13
User (Experience) Stories #iak13Screamin Wrba
 

Mehr von Screamin Wrba (14)

Die UX personalisierter Empfehlungen
Die UX personalisierter EmpfehlungenDie UX personalisierter Empfehlungen
Die UX personalisierter Empfehlungen
 
The Great MVP Swindle
The Great MVP SwindleThe Great MVP Swindle
The Great MVP Swindle
 
Wettschätzen mit der Bet-Cost-Matrix
Wettschätzen mit der Bet-Cost-MatrixWettschätzen mit der Bet-Cost-Matrix
Wettschätzen mit der Bet-Cost-Matrix
 
Psychologische Sicherheit Remix
Psychologische Sicherheit RemixPsychologische Sicherheit Remix
Psychologische Sicherheit Remix
 
Psychologische Sicherheit für Teams
Psychologische Sicherheit für TeamsPsychologische Sicherheit für Teams
Psychologische Sicherheit für Teams
 
User story Mapping mit Exemplarischen Handlungsfeldern
User story Mapping mit Exemplarischen HandlungsfeldernUser story Mapping mit Exemplarischen Handlungsfeldern
User story Mapping mit Exemplarischen Handlungsfeldern
 
Mit UX Thinking vom Mandat zur Produktvision
Mit UX Thinking vom Mandat zur ProduktvisionMit UX Thinking vom Mandat zur Produktvision
Mit UX Thinking vom Mandat zur Produktvision
 
Move slow and fix things
Move slow and fix thingsMove slow and fix things
Move slow and fix things
 
Communities of Trust
Communities of TrustCommunities of Trust
Communities of Trust
 
Empathic Services
Empathic ServicesEmpathic Services
Empathic Services
 
Communities of Trust - from regulation to cooperation
Communities of Trust - from regulation to cooperationCommunities of Trust - from regulation to cooperation
Communities of Trust - from regulation to cooperation
 
Escaping the filterbubble #iak16
Escaping the filterbubble #iak16Escaping the filterbubble #iak16
Escaping the filterbubble #iak16
 
Just enough regulation - Kooperation statt Regulation
Just enough regulation - Kooperation statt Regulation Just enough regulation - Kooperation statt Regulation
Just enough regulation - Kooperation statt Regulation
 
User (Experience) Stories #iak13
User (Experience) Stories #iak13User (Experience) Stories #iak13
User (Experience) Stories #iak13
 

Kürzlich hochgeladen

Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsVision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsRoxana Stingu
 
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...APNIC
 
Presentation2.pptx - JoyPress Wordpress
Presentation2.pptx -  JoyPress WordpressPresentation2.pptx -  JoyPress Wordpress
Presentation2.pptx - JoyPress Wordpressssuser166378
 
Computer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteComputer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteMavein
 
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024Jan Löffler
 
Bio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxBio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxnaveenithkrishnan
 
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfLESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfmchristianalwyn
 
Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Shubham Pant
 
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSTYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSedrianrheine
 
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdfIntroduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdfShreedeep Rayamajhi
 
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSLESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSlesteraporado16
 
Zero-day Vulnerabilities
Zero-day VulnerabilitiesZero-day Vulnerabilities
Zero-day Vulnerabilitiesalihassaah1994
 

Kürzlich hochgeladen (12)

Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsVision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
 
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
 
Presentation2.pptx - JoyPress Wordpress
Presentation2.pptx -  JoyPress WordpressPresentation2.pptx -  JoyPress Wordpress
Presentation2.pptx - JoyPress Wordpress
 
Computer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteComputer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a Website
 
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
 
Bio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxBio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptx
 
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfLESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
 
Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024
 
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSTYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
 
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdfIntroduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
 
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSLESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
 
Zero-day Vulnerabilities
Zero-day VulnerabilitiesZero-day Vulnerabilities
Zero-day Vulnerabilities
 

Escaping the Echo Chamber

Hinweis der Redaktion

  1. Acxiom, Experian, Epsilon, CoreLogic, Datalogix, eBureau, ID Analytics, inome, PeekYou, Rapleaf
  2. Acxiom, Experian, Epsilon, CoreLogic, Datalogix, eBureau, ID Analytics, inome, PeekYou, Rapleaf
  3. Smartphone-Based Conversational Agents and Responses to Questions about Mental Health, Interpersonal Violence, and Physical Health Adam S Miner, PsyD,1 Arnold Milstein, MD,1 Stephen Schueller, PhD,2 Roshini Hegde,4 Christina Mangurian, MD, MAS,3 and Eleni Linos, MD, DrPH4