Privacy, Security and Ethics in Process Mining — Part 1: Clarify Your Goal
Blog: Flux Capacitor
[This article previously appeared in the Process Mining News – Sign up now to receive regular articles about the practical application of process mining.]
When I moved to the Netherlands 12 years ago and started grocery shopping at one of the local supermarket chains, Albert Heijn, I initially resisted getting their Bonus card (a loyalty card for discounts), because I did not want the company to track my purchases. I felt that using this information would help them to manipulate me by arranging or advertising products in a way that would make me buy more than I wanted to. It simply felt wrong.
The truth is that no data analysis technique is intrinsically good or bad. It is always in the hands of the people using the technology to make it productive and constructive. For example, while supermarkets could use the information tracked through the loyalty cards of their customers to make sure that we have to take the longest route through the store to get our typical items (passing by as many other products as possible), they can also use this information to make the shopping experience more pleasant, and to offer more products that we like.
Most companies have started to use data analysis techniques to analyze their data in one way or the other. These data analyses can bring enormous opportunities for the companies and for their customers, but with the increased use of data science the question of ethics and responsible use also grows more