‘Big Data' Emerges as Key Theme at South by Southwest Interactive
Chronicle of Higher Education (03/15/12) Jeffrey R. Young
Several panels and speakers at this year's South By Southwest Interactive festival discussed the growing ability to use data-mining techniques to analyze big data to shape political campaigns, advertising, and education. For example, panelist and Microsoft researcher Jaron Lannier says companies that rely on selling information about their users' behavior to advertisers should find a way to compensate people for their posts. A panel on education discussed the potential ability of Twitter and Facebook to better connect with students and detect signs that that students might be struggling with certain subjects. "We need to be looking at engagement in this new spectrum, and we haven't," says South Dakota State University social-media researcher Greg Heiberger. Some panels examined the role of big data in the latest presidential campaigns. Although recent presidential campaigns have focused on demographic subgroups, future campaigns may design their messages even more narrowly. "They’re actually going to try targeting groups of individuals so that political campaigns become about data mining" rather than any kind of broad policy message, says University of Texas at Dallas professor David Parry.
Chronicle of Higher Education (03/15/12) Jeffrey R. Young
Several panels and speakers at this year's South By Southwest Interactive festival discussed the growing ability to use data-mining techniques to analyze big data to shape political campaigns, advertising, and education. For example, panelist and Microsoft researcher Jaron Lannier says companies that rely on selling information about their users' behavior to advertisers should find a way to compensate people for their posts. A panel on education discussed the potential ability of Twitter and Facebook to better connect with students and detect signs that that students might be struggling with certain subjects. "We need to be looking at engagement in this new spectrum, and we haven't," says South Dakota State University social-media researcher Greg Heiberger. Some panels examined the role of big data in the latest presidential campaigns. Although recent presidential campaigns have focused on demographic subgroups, future campaigns may design their messages even more narrowly. "They’re actually going to try targeting groups of individuals so that political campaigns become about data mining" rather than any kind of broad policy message, says University of Texas at Dallas professor David Parry.
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