People data for good

There has been a lot said lately about why data is a bad thing. Facebook’s Cambridge Analytica scandal, Russian government intruding into foreign elections and the EU sanctioning companies who don’t abide to data privacy laws (GDPR) with hefty fines. How has is it come this far?

Suddenly data, and more specifically people data, has changed from the most popular kid on the schoolyard, to the naughty one that gets bullied on top. Which based on the mentioned examples is not that weird.

Obviously getting privacy right is the most important consideration for everyone dealing with data derived from people. Misuse can lead to intrusion on somebody’s private life or even worse covert ‘illegal’ influence of behavior intended by individuals of organizations.

Data for good

As with any new technology: data in itself is not bad. It can be used for good. Some recent examples I just picked up this week:

• Safe Graph, a startup launched last year by the founder of LiveRamp just published a blogpost about some of the impact full research work which has been done based on their movement data derived from US mobile devices. Similar cases are probably very well possible in EMEA with companies like Amsterdam based Plot Projects.
• Unilever, just launched an inspiring project with a UK based startup called Good-Loop. Internet users are rewarded for engaging with their ads by giving them the option to donate a part of the advertising spend to a good cause of their choice. As such creating a value exchange where the engagement and data from internet user is exchanged for a good cause and improving the impact of their advertising.

There is a lot of good in people data, lets not forget that. It can help to make business processes more efficient, but even help overcome social issues. The new awareness of the value of people data is a good thing. The fine balance between the value of data and respect for the social impact is going to be key over the next few decades.

Who will be leading?

A rare, refreshing, example of political leadership on modern topics like AI and data, is coming from France these days. Macron arguments in his digital call of arms why France — and probably he also means EU — is perfectly positioned to lead in the discussion on people data for good. Where the US has clearly a model that lacks any kind of proper governance, the China alternative does not look so attractive as well:

“On the other side, you have a very strong model in China,” Macron said. “But it doesn’t have the same values for human rights, respect for everyone, and gender equality. But I’m sorry, I don’t want my people being regulated under Chinese laws. I don’t want them dominated by this Chinese centralization.”

Macron continued: “How to reconcile a model for the common good — that’s the challenge of our generation.”

The positive is to big to ignore

If we want to build a leading position from Europe on people data for good, we will need to step beyond the thought we only need to sanction for bad behavior with people data. We can not step into the trap where we only see issues in the use of people data. The opportunities and the potential positive outcomes for society are simply to big to ignore.