CCT275H5 Lecture Notes - Lecture 4: Google Analytics, Google Earth, Geomarketing
11 Jan 2017
School
Department
Course
Professor
Lecture Notes Week 4
CCT 275
Fall 2015
various strands of history of surveillance industry:
insurance
risk management or shared risk?
risk to whom? The insurance company or its subscribers?
populations and individuals:
knowing something statistical about the population tells us nothing of any particular
member of that population
what happens to the ethics of shared risk as actuarial predictions become more personalized?
Does it atter hether it’s isurae or poliig?
What’s reasoale risk? reasonable fear?
loyalty cards, CRM
lifetime value across extremely integrated and consolidated industries
targeted marketing
list brokers
geo-marketing: linking census tracts, private data, postal codes; direct mail marketing
h geo-deographis? Why is postal code important?
cost of appeal. Cheap rates for blanket mailing over a postal code
how accurate is accurate enough?
depends on cost of appeal
IF cost of message < (benefit of successful message * likelihood of success) THEN do it!
this can be profitable on very small margins over large populations
trade offs as potential benefits increase or decrease, as accuracy of prediction increase
or decrease, as cost of delivery of message increases or decreases.
persuasion, hailing and appeal; mass appeal or atomized appeals.
does it ake a differee hether it’s politial or arketig?
where is public life?
apps and surveillance
an extension of targeted marketing, but with new delivery methods (no longer postal codes)
you (the audience) are the product, not the consumer
find more resources at oneclass.com
find more resources at oneclass.com
Big boys in audience production and delivery:
google
facebook
amazon
HOW DOES SURVEILLANCE PRODUCE VALUE FOR GOOGLE?
Google produces audiences to sell to advertisers.
The raw material for the production of the audience commodity are the monitored and
recorded traces of individuals’ interactions on the web.
Google applies complex and proprietary algorithms to make inferences from that raw
material regarding taste, desire and habitus.
Groups and types are constructed, ranked, valued and commoditized as audiences.
Access to those audiences is sold to advertisers.
same economic model of the audience commodity that has underlain mass media economics since the
penny press (very early popular newspapers - early 8’s, first ass edia to e supported y
advertising rather than subscription.)
BUT there are differences:
audience attraction and recruitment occurs through apps and services, rather than through
entertainment.
all of Google’s services – Search, Maps, Earth, gmail, docs, YouTube – have the primary
economic utility of amassing records of interactions, the raw material of audience
production.
better quality raw material
gmail accounts individuate the population more effectively, thus permitting finer statistical
analysis.
Through Google Analytics service, they have been able to extend the scope of their tracking
capabilities beyond their own services.
Search service produces very precise data about individual desires and the cognitive links
individuals make between one linguistic element and another. This facilitates inferences
that are extremely valuable to marketers, whose stock in trade is the creation and
manipulation of desire.
relevance algorithms determine which audiences are delivered to which advertiser, (or,
conversely, which ads are delivered to which audiences).
two mechanisms for audience delivery.
AdWords : Advertisers contract Google to have their ads appear next to Search results
whenever certain keywords.
find more resources at oneclass.com
find more resources at oneclass.com
AdSense service, advertisers contract with Google to display ads, ot o Google’s etork, ut
o releat e sites ith hih Google is affiliated.
reminiscent of network broadcast economics. There, networks derive two income streams.
They charge affiliates for programming, which the affiliates need to attract audiences.
They also charge advertisers for audience delivery (that is, to show ads to assembled
audiences). Networks pay producers for programming, and they pay affiliates to carry
sponsored ads. The difference with Google is that they extract payment from affiliates
and programmers, not only in cash, but also in the raw data of audience production. They
monitor individual interactions with affiliates through the Google Analytics service.
To recap:
Google’s odel of alue ad profit produtio is i soe ays typial of all ass edia. They
produce audiences to sell to advertisers.
However, the audience they produce is more fine-grained, and the social meanings they are
able to create around those audiences is more closely linked with intent and desire.
They deliver those audiences to advertisers using a network/affiliate model reminiscent of
commercial network broadcasting.
HOW DOES ANDROID OS MEDIATE SURVEILLANCE PRACTICE?
Android is designed to push interactions onto the web, especially to web services operated by
Google.
Adroid’s operatioal paradig is iteded to positio Google ithi the eergig ifrastruture of
cloud computing.
At its most basic level, cloud computing refers to any network system in which individual
computing terminals are able to remotely access shared data which is stored in large
datacentres.
terminals become dumber (often doubling as a mobile phone handset),
data lines become faster and more capacious,
and data storage and processing occurs at ever more vast datacenters.
Istitutioally, the terials are produed y sart phoes aufaturers, the data
lines are operated by mobile phone networks, and the processing facilities are
operated by behemoths like Google, IBM, and Amazon.
Adroid is desiged to support Google’s positio as a sart ediator aog highly
configurable apps and highly configurable terminals. Such a mediating position again
stregthes Google’s aility both to monitor interactions and to mediate between
advertisers and audiences.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Why is postal code important? cost of appeal. Cheap rates for blanket mailing over a postal code how accurate is accurate enough? depends on cost of appeal. Big boys in audience production and delivery: google facebook amazon. The raw material for the production of the audience commodity are the monitored and recorded traces of individuals" interactions on the web. Google applies complex and proprietary algorithms to make inferences from that raw material regarding taste, desire and habitus. Groups and types are constructed, ranked, valued and commoditized as audiences. Through google analytics service, they have been able to extend the scope of their tracking capabilities beyond their own services. Search service produces very precise data about individual desires and the cognitive links individuals make between one linguistic element and another. Adwords : advertisers contract google to have their ads appear next to search results whenever certain keywords.
