Page 124 - First special issue on The impact of Artificial Intelligence on communication networks and services
P. 124
,78 -2851$/ ,&7 'LVFRYHULHV 9RO 0DUFK
IUDXG WHFKQLTXHV 7KHQ ZH ZLOO JR RQ WR H[SORUH (GZDUG )HOWHQ IURP 3ULQFHWRQ 8QLYHUVLW\ VXFFLQFWO\
EULHIO\ VRPH UHFHQW GDWD EUHDFKHV DQG WKHLU FXUUHQW VXPV XS WKH SURFHVV RI GDWD FROOHFWLRQ DQG DQDO\VLV
LPSDFWV DV DVVHVVHG E\ WKH F\EHUVHFXULW\ FRPPXQLW\ WRGD\ > @ DV FROOHFWLQJ PHUJLQJ DQG DQDO\]LQJ GDWD
:H ZLOO WLH DOO RI WKLV WRJHWKHU WR H[SODLQ IUDXG WR LQIHU IDFWV DERXW SHRSOH ,W LV WKH PHUJLQJ SURFHVV
VFHQDULRV WKDW KDYH WKH SRWHQWLDO WR DULVH DV D WKDW JHWV D ORW PRUH HIIHFWLYH DV D FRQVHTXHQFH RI WKH
FRQVHTXHQFH RI SLHFLQJ WRJHWKHU WKH DERYH DQG PRVDLF HIIHFW 'XULQJ WKH ILUVW F\FOH RI PHUJLQJ GDWD
VXEVHTXHQWO\ DQDO\]H KRZ DGYDQFHV LQ GHHS OHDUQLQJ RQH LV DEOH WR FUHDWH PRUH DFFXUDWH SRUWUDLWV RI XVHUV
WHFKQLTXHV ZLOO WXUERFKDUJH WKLV SURFHVV )LQDOO\ ZH EXW IROORZ RQ F\FOHV FDQ GR WKLV LQ D PRUH UHILQHG
ZLOO ORRN DW VRPH FKDOOHQJHV WKDW UHPDLQ WR EH VROYHG PDQQHU DV WKH\ NQRZ PRUH DERXW WKH XVHU EHKDYLRU
IURP DQ HWKLFDO F\EHUVHFXULW\ UHJXODWRU\ DQG DQG LGHQWLW\ ZKLFK DOORZV IXUWKHU PHUJLQJ
VRFLHWDO SHUVSHFWLYH 7KH SDSHU PDNHV SUHOLPLQDU\ 7KLV DOVR KDV WKH DGGHG EHQHILW RI EHLQJ DEOH WR
UHFRPPHQGDWLRQ WR VHW WKH VWDJH IRU IXWXUH JHQHUDWH VPDOOHU PRUH KRPRJHQRXV JURXSV L H
GHYHORSPHQWV LQ WKLV GRPDLQ HVSHFLDOO\ DV WKH SDFH LQFUHDVLQJ WKH DELOLW\ WR PLFUR WDUJHW LQGLYLGXDOV
RI DGYDQFHV LQ $, TXLFNHQV > @ ZKLOH FUHDWLQJ ILQH JUDLQHG DQDO\VLV WR LQIRUP
SROLF\ PDNLQJ DGYHUWLVLQJ FUHGLW GHFLVLRQV HWF E\
2. KEY IDEAS WKH DFTXLULQJ ILUPV DW D PDFUR OHYHO 2Q RFFDVLRQ
VRPH RI WKHVH LQVLJKWV DULVH ZLWKRXW SULRU NQRZOHGJH
2.1. Data brokers WKDW VXFK DQ REMHFWLYH FRXOG EH DFKLHYHG ZKHQ GDWD
EURNHUV DUH DJJUHJDWLQJ DQG DQDO\]LQJ WKLV
'DWD EURNHUV DUH FRPSDQLHV WKDW VK\ DZD\ IURP LQIRUPDWLRQ
PHGLD H[SRVXUH EXW DUH UHVSRQVLEOH IRU FROOHFWLQJ D
YDVW DUUD\ RI LQIRUPDWLRQ > @ DERXW LQGLYLGXDOV YLD 7ZR H[DPSOHV LOOXVWUDWH WKH SRZHU RI
GLIIHUHQW FKDQQHOV 2IWHQ WKH\ DJJUHJDWH LQIRUPDWLRQ GH DQRQ\PL]DWLRQ WKH DELOLW\ WR LGHQWLI\ DQ
IURP SDUWQHUV OLNH VRFLDO PHGLD FRPSDQLHV LQGLYLGXDO LQ DQ DQRQ\PL]HG GDWDVHW E\ FRPELQLQJ
WHOHFRPPXQLFDWLRQ ILUPV UHWDLO FKDLQV H FRPPHUFH GLIIHUHQW GDWD SRLQWV 1HWIOL[ PRYLH UDWLQJV DQG $2/
ILUPV HWF $W WKH VDPH WLPH WKHVH DERYH PHQWLRQHG GDWD VHDUFK FRPELQDWLRQ
SDUWQHUV DUH DOVR FOLHQWV WKDW ORRN WR DXJPHQW WKH
SURILOHV WKDW WKH\ KDYH RQ WKHLU FXVWRPHUV .H\ ,Q WKH 1HWIOL[ H[DPSOH > @ HVVHQWLDOO\ DIWHU DQ
FRQFHUQV ZLWK WKH RSHUDWLRQV RI WKH GDWD EURNHUV DUH DQRQ\PL]HG GDWDVHW ZDV UHOHDVHG DV SDUW RI D
WKDW WKH\ FROOHFW LQ GHSWK LQIRUPDWLRQ DERXW FRPSHWLWLRQ E\ 1HWIOL[ WR LQFHQWLYL]H UHVHDUFKHUV WR
FRQVXPHUV DQG WKHLU EHKDYLRUV RIWHQ ZLWKRXW WKHLU FRPH XS ZLWK PRUH HIILFLHQW UHFRPPHQGDWLRQ
FRQVHQW 7KH ODFN RI FRQVHQW LV DOPRVW OHVV VKRFNLQJ V\VWHPV VRPH UHVHDUFKHUV ZHUH DEOH WR
FRQVLGHULQJ WKDW PRVW SHRSOH DUH XQDZDUH > @ RI WKH FURVV UHIHUHQFH UDWLQJ VFRUHV RQ UDUH PRYLHV ZLWK
H[LVWHQFH RI WKHVH ILUPV DQG WKH GHJUHH RI SURILOLQJ WKRVH RQ ,QWHUQHW 0RYLH 'DWDEDVH ,0'% ZKLFK KDV
WKDW WKH\ FDQ GR RQ D WDUJHWHG LQGLYLGXDO SXEOLF UDWLQJV WR LGHQWLI\ WKH XVHU DQG FRQVHTXHQWO\
UHYHDO LQIHUUHG LQIRUPDWLRQ DERXW WKH XVHUV VXFK DV
,Q WKH FRQWH[W RI WKLV SDSHU WKH GDWD EURNHUV ZLOO EH VH[XDO RULHQWDWLRQ DQG SRWHQWLDO SROLWLFDO DIILOLDWLRQV
LPSRUWDQW EHFDXVH WKH\ RIWHQ DFFXPXODWH GLVSDUDWH
GDWDVHWV FRQWDLQLQJ QRQ RYHUODSSLQJ ELWV RI ,Q WKH FDVH RI $2/ > @ LQ DQ DQRQ\PL]HG GDWDVHW
LQIRUPDWLRQ RQ DQ LQGLYLGXDO ZKLFK LI OLQNHG WRJHWKHU WKDW ZDV UHOHDVHG D FORVHU DQDO\VLV RI WKH DFWXDO
FDQ IRUP DQ HYHQ ULFKHU UHSUHVHQWDWLRQ RI WKH VHDUFK TXHULHV KHOSHG WR ORFDOL]H WKH XVHU WR D VSHFLILF
LQGLYLGXDO IRU WDUJHWLQJ SXUSRVHV UHJLRQ DQG WKHQ FRPELQLQJ WKDW ZLWK VRPH HDVLO\
DFFHVVLEOH SXEOLF LQIRUPDWLRQ UHSRVLWRULHV LW EHFDPH
2.2 Mosaic effect SRVVLEOH WR LGHQWLI\ XVHUV ZLWKLQ WKDW DQRQ\PL]HG
GDWDVHW
7KH PRVDLF HIIHFW UHVXOWV LQ D GHHSHU DQDO\VLV E\
FRPELQLQJ VHYHUDO ODUJH GDWDVHWV DQG PDNLQJ 'DWD EURNHUV DOUHDG\ OHYHUDJH WKH PRVDLF HIIHFW WR
FURVV UHIHUHQFHV EHWZHHQ WKHP WR FRDOHVFH FUHDWH ULFK FRQVXPHU SURILOHV WKDW WKH\ FDQ WKHQ VHOO
SUHYLRXVO\ GH OLQNHG LQIRUPDWLRQ LQWR D VLQJOH ULFKHU WR FOLHQWV EXW IROORZLQJ WKH ODUJH VFDOH GDWD EUHDFKHV
SURILOH > @ LW ZLOO QRZ EH SRVVLEOH WR ³XQORFN´ SUHYLRXVO\
GLVMRLQWHG GDWDVHWV YLD DWWULEXWH JURXSV WKDW DFW DV
XQLTXH NH\V WR OLQN WKHP WRJHWKHU
,QWHUQDWLRQDO 7HOHFRPPXQLFDWLRQ 8QLRQ