4 pages

Capital Li

218777

Marcelo

outline of research paper

Introduction:

hook:

Perhaps you are feeling sick about big data, it is true that there is a lot of hype around this word.

continuing idea:

the effect of big data on society, this concept’s appearance raise a revolution just like the Industrial Revolution in 20s Century.

main idea:

1、big data promote the development of business

2、big data change people’s view of the world

3、big data is the menace of individual privacy

main idea1: Big data promote the development of business

support1: Foursquare is a company which advertise to cellphone subscribers based on their location. ‘And on top of that, when you advertise, you can see who Is engaging with your ad. So people who click on the ad, and look at your directions, look at your menu, your photos, look through people's tips that customers have left, look at your tips.’(Brent, 2014)

support2:

many projects like Apache Hadoop provide service based on data storage system can make companies produce niche-targeting product.

support3:

Through frequent iterations and monitoring of website and call-center activities, companies can make personalized offers in milliseconds, then optimize the offers over time by tracking responses.(H. Davenport, Barth and Bean, 2012)

main idea2: Big data change people’s view of the world

support1:

people don’t judge something subjectively like before

support2:

people analyze events used by data instead of opinions which are existed

support3:

people can predict some potential risks in health and business.

main idea3:big data is the menace of individual privacy

support1:

Target received considerable unfavorable attention for a credit card security breach in late 2013, but this is not the only time Target has been in the news recently. The retailer was spotlighted in publications such as the New York Times (Duhigg, 2012) and Forbes (Hill, 2012) for mining data in order to identify women who are pregnant. Although Target's activities are legal, they strike some people as creepy, if not inappropriate.(Hugh,J, 2014)

support2:

The third kind of invasion is personal profiling for commercial advantage, where big data companies (e.g., Google and Facebook) combine hundreds or thousands of pieces of data from different sources (data blending) to understand who you are, where you live, where you go, who your friends are, what you buy, and so on. This blended information may be used simply to make offers that are likely to appeal to you, or for less benign purposes such as knowing whether you engage in risky hobbies and should be charged higher insurance rates.(Hugh,J, 2014)

support3:

hard to legislate because legislation have to make a choice between companies’ privacy and personal privacy.

reference:

Brent, L. (2014). Foursquare Uses Big Data to Connect Small Businesses to Local Customers. Atlanta Tribune: The Magazine, 28(8), p.47.

H. Davenport, T., Barth, P. and Bean, R. (2012). How ‘Big Data’ Is Different. Fall 2012.

Hugh,J, W. (2014). Addressing the Privacy Issues of Big Data. Business Intelligence Journal, (19.2).