I keep trying to write something up about the recent New York Times article on how Target gleans information from shoppers to better, well, target them as customers. I’ve swung from “that’s a little eerie” over to “yeah, but data mining can be fun! and beneficial!” to “the practice shouldn’t be banned, but customers need to be aware that it’s happening.” In the end, the one thing that I keep coming back to is this: it’s a little silly to complain about our personal data being used, when we put so much of it out there voluntarily.
Update: Here’s a better summary of the issue: How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did
Any time you use a credit card, sign up for a discount shopping card, or create an online account with your personal email address, you’re giving the recipient a way to keep track of the actions associated with that ID. Ever give a doctor’s office or other service your social security number? I’d put money down that they aren’t planning to use it for tax purposes.
People share personal stories on blogs, Twitter and Facebook, choosing to pull back the curtain to the world. Once it’s out there on the ‘net, it’s out there forever. People have lost their jobs because of their Facebook updates, and have been detained by TSA for what they posted on Twitter.
Personally, I’ve been an un-fan of Facebook since the update last October. For the past five months, the songs you’ve listened to and the news stories you’ve read on many websites have gotten shared automatically, rather than letting you choose for yourself. Oh, and that can happen even when you’re not signed in. Sometimes it surprises me how many people are okay with that.
Those of us who are parents have another privacy issue to consider: the privacy of our children, many of whom may not be old enough or savvy enough to realize the implications of the way their parents share (or overshare) information. I wrestled with this issue myself not long after starting this blog, when considering whether I should post pictures of my cute little Kiddo here.
I’m not deluding myself; even though I use a nickname for him here and on Twitter, it wouldn’t be that hard for someone to find out his real name. Birth certificates are public records; depending on the state, all you might need is the child’s date of birth and the full name of one or both parents. How to find those out? Marriage, divorce, and name change records are public data too. And if those don’t pan out, there’s always Spokeo, where fifteen bucks will buy you all kinds of personal information.
Oh, but there’s a much easier route. One common practice on Facebook is to tag pictures of children with the names of their parents. Look for pictures of me, and you’ll find pictures of Kiddo captioned with his real name. Many of those are in albums restricted to “Friends of friends” — which really isn’t a restriction at all, considering how most of people’s hundreds of friends also have hundreds of friends themselves.
So, given all that, isn’t it a little hypocritical to complain about the way Target collects and uses personal data about individual shoppers’ purchases? In my view, the only line that they might have overstepped is not giving customers more disclosure that by shopping at Target, the company reserves the right to track the data that they volunteer. Discount cards and internet hotspots have this buried in the fine print that people generally skip over when they sign up, but there’s no notice on the door when you walk into Target. I’m sure that Target isn’t the only retailer that does this, either. They’re just the only one that got caught at it.
March 1, 2012 at 3:27 pm
I skimmed over the first page of the Target link. It looks like Target is just collecting data that people have already put out there. I mean, yeah, I’d be kind of skeeved at first, but if you think about it, they’re not diabolically accessing things that others couldn’t if the others wanted to.
Besides, like you pointed out with your Facebook example, individuals compromise their privacy all the time.
March 1, 2012 at 3:52 pm
The part that most people seemed to be upset about is buried on page 7, but there was a Forbes article that zoomed in on it:
How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did
Of course people love this sort of thing on TV when CSI uses it to track down the villian of the week…
March 1, 2012 at 6:30 pm
Great post. I will read your posts frequently. Added you to the RSS reader.