Excellent essay on data mining in The Register. This is the sort of think I was on about when I was taking issue with Polly Toynbee’s spectacularly fatuous observation that, ‘if Tesco knows what I buy, I am having trouble frightening myself’.
My knowledge of data mining and marketing is primarily from the financial services side, but the basic principles and software for marketing financial products and profiling customers are exactly the same as the those of the supermarkets. The Sainsbury’s example he quotes is the one with which all sales pitches and training courses for data mining software start.
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