From: cvs@openprivacy.orgCVS update: openprivacy/htdocs/notes
Date: Tuesday February 13, 19101 @ 14:44
Author: fen
CVSWEB Options: -------------------
Main CVSWeb: http://openprivacy.org/cgi-bin/cvsweb/cvsweb.cgi
View this module: http://openprivacy.org/cgi-bin/cvsweb/cvsweb.cgi/openprivacy/htdocs/notes
-----------------------------------
Update of /usr/local/cvs/public/openprivacy/htdocs/notes
In directory giga:/home/fen/projects/openprivacy/htdocs/notes
Modified Files:
whitepaper.shtml
Log Message:
moved profile section into DM section
*****************************************************************
File: openprivacy/htdocs/notes/whitepaper.shtml
CVSWEB Options: -------------------
CVSWeb: Annotate this file: http://openprivacy.org/cgi-bin/cvsweb/cvsweb.cgi/openprivacy/htdocs/notes/whitepaper.shtml?annotate=1.11
CVSWeb: View this file: http://openprivacy.org/cgi-bin/cvsweb/cvsweb.cgi/openprivacy/htdocs/notes/whitepaper.shtml?rev=1.11&content-type=text/x-cvsweb-markup
CVSWeb: Diff to previous version: http://openprivacy.org/cgi-bin/cvsweb/cvsweb.cgi/openprivacy/htdocs/notes/whitepaper.shtml.diff?r1=1.11&r2=1.10
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Index: openprivacy/htdocs/notes/whitepaper.shtml
This archive was generated by hypermail 2b30
: Tue Feb 13 2001 - 14:44:07 PST
diff -u openprivacy/htdocs/notes/whitepaper.shtml:1.10 openprivacy/htdocs/notes/whitepaper.shtml:1.11
--- openprivacy/htdocs/notes/whitepaper.shtml:1.10 Tue Feb 13 14:32:29 2001
+++ openprivacy/htdocs/notes/whitepaper.shtml Tue Feb 13 14:44:03 2001
@@ -9,7 +9,7 @@
</head>
<body bgcolor="#ffffff">
- <!-- $Id: whitepaper.shtml,v 1.10 2001/02/13 22:32:29 fen Exp $ -->
+ <!-- $Id: whitepaper.shtml,v 1.11 2001/02/13 22:44:03 fen Exp $ -->
<h1>OpenPrivacy - Building a Better Internet</h1>
@@ -79,32 +79,6 @@
The capability to accumulate and cross-reference this data supports
the multi-billion dollar industry of direct marketing.
</p>
- <p>
- For traditional marketing mechanisms to work, profile data must be
- linkable to the people that it refers to so that they may be reached
- by phone, mail (electronic or physical), banner ads or regional
- advertising campaigns. The value of such information is immense.
- One vivid example can be seen in the acquisition of Hotmail by
- Microsoft for a total of $395 million. While the software to create
- such a system was trivial, what Microsoft actually bought was the
- access to Hotmail's 10 million users. Another view as to the value
- of personal profile information can be seen by looking at the sales
- figures attributed to direct marketing:
- <blockquote>
- U.S. sales revenue attributable to direct marketing is estimated to
- reach more than $1.7 trillion in 2000. Through 2005, sales are
- estimated to grow by 9.6 percent annually to reach $2.7 trillion.
- [<i>Economic Impact: U.S. Direct Marketing Today Executive
- Summar</i> <<a
- href="http://www.the-dma.org/library/publications/libres-ecoimpact2.shtml">http://www.the-dma.org/library/publications/libres-ecoimpact2.shtml>>]
- </blockquote>
- </p>
- <p>
- Further, the Direct Marketing Association predicts that "Direct
- Marketing's E-Growth Projected to Exceed Rest Of Web In 2001" (see
- <<a
- href="http://www.the-dma.org/cgi/dispnewsstand?article=238">http://www.the-dma.org/cgi/dispnewsstand?article=238>>).
- </p>
<h3>Data Mining</h3>
<p>
Technology enables the collection and storage of vast quantities of
@@ -132,12 +106,13 @@
they will not be able to reach the people who may be most interested
in the products or services that they are trying to sell.
</p>
- <p>
- <blockquote>
+ <blockquote>
+ <p>
[From: <i>Web-Mining: New Data Tools to Manage Web Strategy</i>
<<a
- href="http://www.the-dma.org/cgi/dispnewsstand?article=244">http://www.the-dma.org/cgi/dispnewsstand?article=244>>
+ href="http://www.the-dma.org/cgi/dispnewsstand?article=244">http://www.the-dma.org/cgi/dispnewsstand?article=244>>
<font color=red>This is copyrighted - paraphrase!</font>]
+ </p>
<p>
There are three interdependent types of Web mining: usage,
structure, and content mining.
@@ -170,10 +145,6 @@
extraction and associations.
</p>
</blockquote>
-
-
- </blockquote>
- </p>
<h3>Collaborative Filtering and Recommendation Systems</h3>
<p>
The data mining of anonymous data can have its uses, as in simple
@@ -187,8 +158,31 @@
with bogus or weighted inputs.
</p>
<h3>Direct ("One-to-One") Marketing</h3>
+ <p>
+ For traditional direct marketing mechanisms to work, profile data
+ must be linkable to the people that it refers to so that they may be
+ reached by phone, mail (electronic or physical), banner ads or
+ regional advertising campaigns. The value of such information is
+ immense. One vivid example can be seen in the acquisition of
+ Hotmail by Microsoft for a total of $395 million. While the
+ software to create such a system was trivial, what Microsoft
+ actually bought was the access to Hotmail's 10 million users.
+ Another view as to the value of personal profile information can be
+ seen by looking at the sales figures attributed to direct marketing:
+ <blockquote>
+ U.S. sales revenue attributable to direct marketing is estimated to
+ reach more than $1.7 trillion in 2000. Through 2005, sales are
+ estimated to grow by 9.6 percent annually to reach $2.7 trillion.
+ [<i>Economic Impact: U.S. Direct Marketing Today Executive
+ Summar</i> <<a
+ href="http://www.the-dma.org/library/publications/libres-ecoimpact2.shtml">http://www.the-dma.org/library/publications/libres-ecoimpact2.shtml>>]
+ </blockquote>
+ </p>
<p>
-
+ Further, the Direct Marketing Association predicts that "Direct
+ Marketing's E-Growth Projected to Exceed Rest Of Web In 2001" (see
+ <<a
+ href="http://www.the-dma.org/cgi/dispnewsstand?article=238">http://www.the-dma.org/cgi/dispnewsstand?article=238>>).
</p>
<h3>Privacy Concerns</h3>
<p>
@@ -199,6 +193,10 @@
permission.
</i>
</font>
+ </p>
+ <p>
+ [Privacy page from the DMA: <<a
+ href="http://www.the-dma.org/library/privacy/index.shtml">http://www.the-dma.org/library/privacy/index.shtml>>]
</p>
<h3>Anonymity and Fear</h3>
<p>