Caught in the data loop?
Fresh from the Open Data Institute (ODI) Summit 2019 and bursting with questions, Holly Halford, Science and Business Engagement Manager for the STFC Hartree Centre, explores the use of personal data for online marketing and asks: how do we stop ourselves getting stuck in the data loop?
So, your friend is getting married. You post a few harmless pictures on Instagram, throwing in a few #wedding tags for good measure. The next day, you’re scrolling through your social media feeds and perusing news sites only to find that every sponsored post, every inch of ad space is now trying to sell you wedding dresses. Wedding venues. Wedding fayres. Decorative wedding trees. Things you didn’t even know existed – all useless to you and, presumably, the advertiser – but the ads are still there, taking up precious mindshare.
But you asked for this – you were the one who carelessly hashtagged your way into the echo chamber… right?
From targeted advertising to political persuasion, whether to help or hinder us, our personal data is being used on a daily basis to effect changes in our behaviour. From the extra purchase you didn’t really need to make, to the life milestones you are forced to start thinking about because your data fits a certain demographic.
New research, conducted by the ODI and YouGov and published to coincide with the recent ODI Summit 2019, concluded that nearly 9 in 10 people (87%) feel it is important that organisations they interact with use data about them ethically – but ethical means different things in different contexts to different people. In discussion at the conference, Prof. Nigel Shadbolt and Sir Tim Berners-Lee highlighted that research shows people are reasonably accepting of personal data being used for targeted advertising, but less amenable to it being used for political advertising. Tim proposed a possible reasoning for this, positioning himself as in favour of targeted commercial advertising – at least towards himself – as it generally helps to find the things you want faster, and also helps companies to make the sales that keep them in business. A “win-win” for both consumer and economy, then.
He suggested that political advertising is different in nature because it may make people act in a way that isn’t truly in their own personal best interest due to a manipulation or misrepresentation of information. It’s of course, possible to argue that the same can be true of misleading commercial advertising but the potential impacts are almost always limited to being purely financial – spending money you didn’t need to, getting into debt etc – and these ramifications are not significantly different to the pitfalls of marketing via any other route. Traditional print media, billboards or television advertising have all probably promised you a better life at some point, if you just buy that car, that smartphone or that deodorant.
Tim has a point – targeted advertising can be useful and makes some logical sense, especially if we have actively searched for related terms or shown our interest in a certain product or service by interacting with content related to it. Despite how 1984 it can feel sometimes, I’m actually personally much more comfortable with data-driven advertising based around our active behaviors as opposed to the other option – the demographic based approach, which I feel has the potential to be far more insidious.
There’s a beauty product advert in my Facebook feed. If I click on the “why am I seeing this” feature, I am quickly informed that Company X “is trying to reach females aged 25 to 54”. Whilst the transparency is a welcome change, it doesn’t fill me with hope that a significant proportion of the media thrust upon us each day is tailored based on nothing more than gender or other divisive demographics. I often wonder how many men have beauty product adverts showing up in their feeds compared to say… cars, watches, sporting equipment? (I unscientifically and anecdotally tested this theory on a colleague recently, a man in a similar age bracket to myself. He reported an unusually high capacity of DIY ads.)
The data bias is there, entrenched in historic trends that have potentially damaging consequences in the perpetuation of gender stereotypes and more – if your demographic fits the initial (and undoubtedly biased) statistical trend, do we now, via data-driven marketing, perpetuate it for all eternity?
But how do we address the very fundamentals of marketing and communications without perpetuating stereotypes and pushing conformity to social norms? As a marketing and communications professional, I confess that the commonly used concept of developing “personas” to describe your target audience and help articulate your message more clearly to them has never sat well with me, because those personas by nature are based on stereotypes and assumptions. Knowing your audience is an absolutely crucial pillar of marketing, but if you only everacknowledge an existing or expected audience, how do you access new markets and prevent alienating potential customers outside of that bracket? Not to mention the ethical concerns this approach flags up. We need to take a more creative approach to get messages heard without excluding anyone. It may not be the easiest route but I’m certain that it is possible, more ethical and when executed successfully, more effective.
So, what can we, as consumers, do to prevent trapping ourselves with our own hashtags and search terms? The current options seem fairly lacking. Perhaps we can turn to AI-driven discovery of “things you might enjoy”. Features like this can be found on most common media platforms, with varying degrees of success. But as the algorithms get more accurate, the tighter the loop closes. As Tim purported, the intention is to be helpful and save us time – if only to provide a good user experience that keeps you invested in using the platform, of course – but everything it suggests will be based on existing tastes and activity. If you’re predisposed to playing Irish folk music, good luck getting Spotify to suggest you might have an undiscovered a passion for post-progressive rock.
This presents a bigger problem when considering the landscape of opinions, causes and politics. The idea of social media curating our own personal echo chambers and arenas of confirmation bias is not a new one. It’s true that we can subscribe to contrasting interest groups, a tactic some journalists have been using – but how many of us have the patience to subject ourselves to a cacophony of largely irrelevant content, if it’s not a professional requirement? A more pressing question is: if we don’t interact positively (or at all) with that “alternate” content, does another algorithm begin to de-prioritise it until we no longer see it anyway and we’re back where we started?
Is the answer in a change of algorithms, then? The tactic of ignoring trends and demographics seems to be entirely at odds with the notion of creating better, more accurate AI algorithms and data-driven technologies. Whether we like it or not, they are meant to do exactly that – generate accurate predictions based on statistically evidenced trends and demographics. I feel quite strongly that a great deal more creative thought is required to ensure that ethical practices and regulations are instigated in line with the pace of technological advancement, and prevent data-driven marketing from driving us round in circles for the foreseeable future.
Afterword: I wrote the majority of this blog post before the launch of the Contract for the Web recently announced by Sir Tim Berners-Lee. It presents an encouraging and much needed first step towards safeguarding all the opportunities the internet presents and championing fairness, safety and empowerment. Now, let’s act on it.
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