Smart data, Anne-Tania Desmettre,
Data is a tedious, laborious subject; in short, anything but sexy and yet, so many fantasies around it.
Let's start by giving the definition of the word fantasy: "idea, imaginary representation suggested by the unconscious". Let's now focus on the term "Data" to which we can associate the following words: digital marketing, predictive, analytical statistics, customer knowledge, Data Lake, Data Lab, AI, Big Data, IoT, public cloud, enterprise assets, digital transformation, data-driven strategy, RGPD...
The exploitation of the data
Let's describe the unavowable and unspoken fantasy around the exploitation of data: a knowledge of the other, which we want to be as complete as possible (but which in fact remains relative) for his perfect control and manipulation of his decision process, in other words, the use of his data, without his knowledge, for all kinds of purposes.
"The unmentionable and unacknowledged fantasy around the exploitation of data: a knowledge of the other, the manipulation of his decision process"
Working around the person
You will certainly tell me that it is not done to reveal your fantasies in this way, not to spare your readers, your consumers or your customers to this extent, by revealing your desires concerning them or more precisely concerning their data, which is not the same thing.
This is where the main pitfall lies in the exploitation of personal data: it is no longer a question of thinking in terms of "data", but in terms of people.
The RGPD, a turning point
If companies dream about it without assuming it, Europe has taken the full measure. There is a before and after RGPD: personal data has changed its status. Indeed, from a legal point of view, any information linked to an individual is now considered as personal data, requiring a specific treatment. Yes, the status of data has changed: for years, it was used as a "child's toy"; today it must be identified as nitroglycerin.
"The data has changed its status: it was, for years, used as "a child's toy", today it must be identified as nitroglycerin"
High risk of accidents
At DataLand, there is everything you need to make explosives! Normally, such items are not left within the reach of everyone. The risk of accidents is too high, unless you are an expert in the field, and therefore know how to handle it, for what purpose, in what doses, with what gestures...
A subject of expertise
Today, everyone touches the data, without understanding it, nor mastering it, while it has become a dangerous subject. It is high time to become aware of it. For data to deliver its promise, translating into real value, we must have the intelligence to identify it as a subject of expertise and therefore give ourselves the means to treat it as such. Data is a serious subject.
"For Data to deliver its promise, translating into real value, we must have the intelligence to identify it as a subject of expertise and therefore give ourselves the means to treat it as such"
It is high time to measure that its exploitation becomes dangerous by incompetence and inconsistency without the intervention of a real expert mastering technology and personal data.
