Electronic surveillance: Minority Report minus the precogs

Details are emerging about the USA’s National Security Agency (NSA) secret surveillance programme to collect and analyse data from computer and telephone networks. It is hardly a surprise that the North American government has a surveillance programme. Rather, it is the secretiveness, the extent and the intrusiveness of the programme that is causing shockwaves.

Adams cartoon on The Telegraph, June 12th 2013

The monitoring of suspicious individuals is not a new phenomenon, of course. Fingerprinting, phone tapping and DNA profiling – to name a few – have long been used in surveillance programmes. Thus, it could be argued that electronic monitoring is a natural evolution for homeland security. At the end of the day, digital data is already used extensively by private and public organisations, alike, to inform the simplest of management decisions – for instance, this report outlines several formal initiatives to use everyday data to support health management, engineering initiatives and climate research, among others.

CCTV

But the recent revelations are about much more than updating surveillance programmes. The details of NSA’s global surveillance programme reveal the incredible intensity and reach of present monitoring activities; a stage where any citizen is a subject of interest. There is another crucial difference between traditional means of surveillance, and those used in PRISM and similar programmes: fingerprinting and other traditional surveillance methods are focused on past crimes – they aim to prove what happened, who did it, and who or what enabled it. PRISM and similar electronic surveillance programmes, on the contrary, are focused on pre-empting crime. It’s about identifying would be terrorists and anticipating threats.

How is this done?

  • In its simplest form, the observed pattern is compared with the ‘norm’ in order to identify outliers. If it does no fit the expected pattern of behaviour – e.g., not keeping your family savings in a bank account – it comes under scrutiny. This immediately puts minorities and deviant groups at a heightened likelihood of coming to the attention of authorities.
  • Alternatively, the observations are compared with the known patterns of behaviour of criminals. The problem here is that terrorist behaviour is not only relatively rare, but it is also very variable. So, there isn’t enough reliable, stable evidence to build the profiles on. Louise Amoore explains in an interview with the BBC:

For example, post-Boston there may be more attention in the US to travel to particular parts of the world, perhaps including Chechnya and Dagestan. We could imagine, post-Woolwich, that there might be greater attention in the refining of algorithms to think about patterns of travel and links to deportation (…) But of course, it’s using data from past events. Our research is suggesting that the tuning of the algorithm reflects almost always past events‘.

  • Lastly, there is a growing trend, however, to use futuristic scenarios and work back from the scenario to the actions that would enable that scenario and, from there, to the behaviours that ought to be monitored presently. Researchers Alexandra Hall and Jonathan Mendel describe one such programme in the paper “Threatprints, threads and triggers: Imaginaries of risk in the ‘war on terror”, published in the Journal of Cultural Economy (volume 5, issue number 1, pages 9-27). They write:

The cutting edge of data analytics is a move towards ‘threat blueprints’ – or threatprints. (…) The threatprint is not a pattern generated via profiles of established criminal or terrorist activity. The threatprint does not attempt to foil a threat already known, or extrapolate forward by applying knowledge of past experience. The threatprint approach directly confronts the uncertainty of the future by projecting a range of future scenarios from which it is possible to look back and ask: What should we have seen in the data? How did the digital clues appear? Whose ‘footprint’ was suspicious? Who should we have searched? As an analytical approach, the threatprint takes anomalous data deviations and then moves one step ahead to hypothesis and envisage possible future events that have yet to happen. The threatprint directs the search for evidence as if the future threat event had already happened (…) It is the proliferation of endless potential future scenarios that may or may not be probable, and which may or may not come to fruition (…) The risk here is that these programmes lead on to ‘actions against projected futures and the creation of targetable populations that have yet to fully emerge.

It’s life imitating fiction – It’s the film Minority Report, minus the precogs.

And before you say ‘nothing to hide, nothing to fear’ from surveillance, take into consideration that, according to US legislation, anyone who is deemed to have assisted terrorists, directly or indirectly, knowingly or unknowingly, can be pursued by law enforcement. Add to that the fact that individuals can be blacklisted and assets frozen as preventive measures and without the need of a trial, and that the evidence supporting such interventions is often highly classified (and, therefore, it is impossible to assess its quality)… and you can see how easily you can find yourself drawn into a nightmare, not because you did something wrong, but because your electronic behaviour fell in the gaps of a highly fallible system. And that is why we need transparency about governmental surveillance programmes.

Impact of the economic recession on marketing – B2C vs. B2B

Research into the investment priorities of marketing managers in the UK revealed that marketing managers in the business to consumer (B2C) sector changed their priorities as a result of the 2008-2010 recession. From a focus on target marketing and the development of value-led propositions at the beginning of the decade, marketers turned to pricing, promotions (particularly point of sale deals) and effectively communicating the marketing proposition. Customer service and channel innovation took a back seat. And, perhaps unsurprisingly, digital was seen as the panacea for marketing managers grappling with reduced customer spending and marketing budgets. You can find more detail about this research here.

I was very interested, then, to read this paper (paid access) looking at the same problem, but for the business to business (B2B) sector in the US. The researchers – Minna Rollins, David Nickell and Justin Ennis, all at the University of West Georgia – report that most B2B companies have had their marketing budgets reduced. Furthermore, the researchers say that one of the most marked changes in terms of B2B marketing programmes has been the shift from traditional marketing to online, particularly social media.

Perhaps more surprisingly, though, according to data reported in the Rollins et al paper, B2B companies have continued to invest in Customer Relationship Management (CRM) despite the recession. In some cases, the focus was on acquiring new customers; in others, the focus was on helping their own customers navigate the very difficult times that they themselves were facing. Either way, Customer Relationship Management emerged as a key component of B2B marketing strategy during challenging economic times.

In summary:

  • B2C and B2B firms both face similar pressures, yet they reacted somehow differently;
  • B2C marketing investment during the recession seems to be focused on initiatives that deliver return in the short-term. In turn, B2B marketing investment gives weight to long term outcomes;
  • Both types of organisations have directed resources to digital in general, and social media in particular. This is not very surprising when we consider that social media offers interactivity and flexibility, offers the ability to tailor messages, and can generate rich customer insight. Still, in my view, this shows that digital is quickly becoming a hygiene factor in marketing budgets, not a differentiator.

What are your thoughts?

The performance review

It’s here. Another ‘performance and development review’. It’s another chance to reflect on what I achieved at work and what I left behind, and why. And another chance to think about what I want to be and do, and how I am going to get there. Where did the last year go???

Over the past few years, I have been really fortunate to develop a number of research networks and work with several very, very talented people. As a result, I have a relatively high number of research projects on the go, and papers in various stages of development:

PDR table

[The colours denote the type of output: green = 4* journal; blue = 3* journal; orange = 2* journal; no colour = other (e.g., book); The 4*, 3*, and 2* classification follows the ABS journal ranking system]

These are all great projects. I am excited about every single one of them and I think that they all deserve to see the light of the day – but that will only happen if I am very focused and productive. Does that mean that I will be blogging less?

Well, funnily enough, I don’t think so. I find that blogging has helped me to develop reading and writing skills that transfer into academic writing. For instance:

  • I read more because I want to sustain my goal of posting at least once a week;
  • I read from a wider variety of sources because I do not want to ‘bore’ you with narrow views;
  • I look for connections between what I am reading and what I have read elsewhere (in my mind, I visualise those connections as hyperlinks, just like in a blog post) which helps me identify different sides of an argument in academic writing;
  • I am much more focused on the ‘so what’ of what I read, write and do, which helps me with productivity as well as with clarity of message.
  • I use down-time (e.g., when I am running) to plan the structure of a piece of writing. It  started with blog posts, but now I use this approach for conference papers and journal articles, too. This means that I have less instances of ‘staring down at a blank piece of paper’ or ‘writing and deleting’;
  • Through blogging, I developed a simple(r) writing style. Just a couple of years ago, one of my co-authors commented, in despair, that my sentences were too long and complex. ‘Go straight to the point’, she pleaded. I now use shorter sentences, more active voice and more direct arguments than I used to.
  • When I have asked for help with some aspect of my research here on the blog, you have been extremely generous. You have answered my questions, provided contacts, shared links… You have truly helped me. Thank you.

So, no. I am not planning to blog less. I may have more posts about the writing process, though. You see, I keep a research journal (offline) where I note down what I am working on, emerging ideas about the data that I am analysing, or how much time I am investing in the various stages of a research project. At the end of the month, I look back reflecting on progress, and I look ahead noting potential barriers to productivity and making plans to minimise them. I find this exercise extremely helpful. It’s like have a mini-performance review with myself, every month – warts and all ;-) I recommend it!

I am planning to blog more about the writing process itself. The only thing I am not sure is whether I should do it here, or set up a blog just focused on the process of writing, keeping this one focused on the content (e.g., research findings). My instinct is to keep it all in one blog – but I am worried that it will make this blog too broad and, hence, irrelevant. Do you have any views / advice on that?

Research project completed: Customer data in the digital age

It has been a whirlwind, but we did it: the team has now concluded the research project investigating Customer data in the Digital Age. And one day before the deadline ;-)

 

Together with 5 other colleagues from Oxford Brookes University, Open University and the University of Liverpool, we completed in-depth interviews with 15 senior marketing practitioners. The sample ranged from financial services to mobile communications and travel, and including marketing agencies and consultancies. The interviews have now been transcribed and analysed, and we have just submitted the report with the key findings to the project’s sponsor.

 

I will be sharing the findings here on the blog, in addition to the traditional means of presenting at conferences and writing articles. Very, very happy…

The price of impatience

If you want to play the Nintendo 3DS game ‘LEGO City Undercover: The Chase Begins’ you can order it online at £29.99.

Nintendo Amazon LEGO City Undercover DETAIL

Alternatively, you can download it directly from the Nintendo channel, for £34.99.

Nintendo channel LEGO City Undercover DETAIL

This is a puzzling pricing strategy since the game is exactly the same (as far as I am aware, the downloadable game does not have any additional features). Indeed, it could be argued that the downloadable version is cheaper to produce because there is no packaging required, or costs with storage and distribution.

Furthermore, it’s not like the pricing difference between a book and an e-book. While the cost of producing and distributing the electronic version of the book should be lower than for the physical version, we could argue that the eBook is more convenient to carry and use. If it has added benefits for the user, then the price will reflect that.

I conducted a short poll on Twitter, asking when players would be prepared to pay extra for downloading a game. My extremely unscientific and unrepresentative study did not shed much light, either. Hum… it seems to me that the only difference between downloading the game or buying it online or in a store is when you can start playing it.

If you download it, you can start playing it immediately.

If you order it from, say, Amazon, the earliest you could get it is by lunchtime, the next day. To keep it simple, let’s assume that this represents a 24 hours wait. So, effectively, this price difference is saying that players would value playing the game 1 day early at more than £5 (i.e., valuation = price difference between the two options = £34.99 – £29.99 = £5).

I say ‘more than £5’ because having a physical copy of the game means that you could trade it in, once you are tired of playing the game. The trade in value for this game quoted on Amazon as of May 27th is £6.85 (most likely, the trade in value will change over time – but, to keep it simple, let’s work with this amount).

Nintendo Amazon LEGO City Undercover TRADE OFF

In this scenario, the pricing strategy means that the value of 1 day’s play is £34.99 – £29.99 + £6.85 = £11.85.

So, there you go, being impatient costs! In this case, it costs £11.85. That’s around 1/3 of the game’s price. Are you sure that you really want to download that game, today? :-)

Follow Friday: ‘Let’s Talk About Tech’ podcast

Today’s recommendation is not a Twitter account; is a podcast.

I have recently discovered the ‘Let’s talk about tech’ weekly podcast and it’s been a great addition to my #2013Kms ‘playlist’. It gives a general overview of the key tech-related news of the week, with a light-touch commentary.

It is published by BBC Radio 5 live, and is broadcast on Saturdays.

Even though this podcast is focused on technology it is not at all nerdy – rather, it offers a ‘popular culture’ angle on recent news. They cover topics as diverse as the latest videogames’ releases, applications of 3D printing in science, national security technology and the usual social media stories.

If you are looking for in-depth coverage, this is not for you. Plus, the news and the commentary are very UK centric. But, otherwise, it is a nice programme, well produced and just the right length of time to listen to while you jog ;-)

What other podcasts would you recommend?

Research project: Mobile digital technology and the need for new business models

20130321_144103In the last year, I have been exploring – with colleagues Sarah Quinton and Paul Jackson – the research priorities brought about by ‘digital’, where digital is defined in a very broad sense to include new types of data, new methods and new business realities. We are particularly concerned with research that has a very direct impact on management practice. This interest has led to the organisation of two events bringing together business and academia (more information here and here).

One of the issues mentioned over and over again at these events is that traditional business models are not relevant in the current business context characterised by intangibility, interactivity and abundance of information. There is great need for research looking into the potential of business model innovation. Hence, it is with great pleasure that I share with you the news that Paul Jackson, Sarah Quinton, myself and three other colleagues at Oxford Brookes University have now secured funding for a research project looking into this very same topic.

The project is entitled ‘Going mobile: what today’s digital technologies mean for business models’ and, as described in this blog post, it aims to:

  • Identify how mobile digital technologies are impacting upon different businesses and industries;
  • Identify business models organisations might adopt in responding to threats and opportunities presented by these technologies within their industry;
  • Develop, through workshops and action research, a methodology that could be used by organisations to address the challenges mobile presents to their business models.

So, busy (but exciting) times ahead!

What has been the most fundamental way in which mobile digital technology has affected your life?