Database Reference
In-Depth Information
For example, consider someone playing an online video game
through a PC, game console, or smartphone. In this case, the video
game provider captures data about the skill and levels attained by
the player. Intelligent systems monitor and log how and when the
user plays the game. As a consequence, the game provider can
fine-tune the difficulty of the game, suggest other related games
that would most likely interest the user, and offer additional
equipment and enhancements for the character based on the user's
age, gender, and interests. This information may get stored locally
or uploaded to the game provider's cloud to analyze the gaming
habits and opportunities for upsell and cross-sell, and identify
archetypical profiles of specific kinds of users.
Smartphones provide another rich source of data. In addition to
messaging and basic phone usage, they store and transmit data
about Internet usage, SMS usage, and real-time location. This
metadata can be used for analyzing traffic patterns by scanning the
density of smartphones in locations to track the speed of cars or
the relative traffic congestion on busy roads. In this way, GPS
devices in cars can give drivers real-time updates and offer
alternative routes to avoid traffic delays.
Retail shopping loyalty cards record not just the amount an
individual spends, but the locations of stores that person visits, the
kinds of products purchased, the stores where goods are purchased
most often, and the combinations of products purchased together.
Collecting this data provides insights into shopping and travel
habits and the likelihood of successful advertisement targeting for
certain types of retail promotions.
•
Data collectors
[the blue ovals, identified as (2) within
Figure 1.11
]
include sample entities that collect data from the device and users.
Data results from a cable TV provider tracking the shows a person
watches, which TV channels someone will and will not pay for to
watch on demand, and the prices someone is willing to pay for
premium TV content
Retail stores tracking the path a customer takes through their store
while pushing a shopping cart with an RFID chip so they can gauge
