This document discusses how internet companies collect vast amounts of personal data on their users. It outlines the types of data collected, such as search queries, email contents, social connections, locations, and interests. It then discusses how these companies could potentially use this knowledge for profit purposes, such as targeted advertising, stock prediction, trend analysis, and monitoring product lifecycles. The document concludes by questioning whether these companies will be able to resist the temptation to use personal data for commercial gain, as they collect increasing amounts of private information.

1. “All your data are belong to us” or
how the Internet giants may have a
card up their sleeve.
Luis MartinGarcia
Universidad Politécnica de Madrid
luis.mgarcia@alumnos.upm.es

2. Table of Contents

3. Introduction
• The “information age”.

4. Introduction
• The “information age”.

5. Introduction
• The “information age”.

6. Introduction
• The “information age”.

7. Introduction
• The “information age”.

8. Introduction
• Traditional businesses go on-line.

9. Introduction
• But do Internet-born businesses
extend their presence off-line?
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10. The Internet Giants
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11. The Internet Giants
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12. What do they know?
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13. What do they know?
What does know?
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14. What do they know?
What does know?
Web
Index
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15. What do they know?
What does know?
Web Query
Index Logs
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16. What do they know?
What does know?
Web Query Result
Index Logs clicks
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17. What do they know?
What does know?
Web Query Result E-mail &
Index Logs clicks chat logs
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18. What do they know?
What does know?
Web Query Result E-mail & Geo-
Index Logs clicks chat logs Location
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19. What do they know?
What does know?
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20. What do they know?
What does know?
Personal Details
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21. What do they know?
What does know?
Personal Details Wall Messages
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22. What do they know?
What does know?
Personal Details Wall Messages Status Updates
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23. What do they know?
What does know?
Personal Details Wall Messages Status Updates
"Liked" items
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24. What do they know?
What does know?
Personal Details Wall Messages Status Updates
"Liked" items Connections
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25. What do they know?
What does know?
Personal Details Wall Messages Status Updates
"Liked" items Connections Location
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26. What they may not know...
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?

27. Using Knowledge for profit
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28. Using Knowledge for profit
• Target Market Determination
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29. Using Knowledge for profit
• Stock Prediction
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30. Using Knowledge for profit
• Trend Spotting
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31. Using Knowledge for profit
• Hype and Product Life Cycle Analysis
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32. Using Knowledge for profit
• Hype and Product Life Cycle Analysis
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33. Using Knowledge for profit
• Corporate or Industrial Espionage
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34. Conclusions
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35. Conclusions
• “Don't be evil”
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36. Conclusions
• “Don't be evil”
• “Do what you do best, outsource the
rest” [Richard Branson]
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37. Questions?
Thank you for your attention.
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