{"id":150,"date":"2023-08-30T17:20:52","date_gmt":"2023-08-30T15:20:52","guid":{"rendered":"http:\/\/james@data-cubed.co.uk"},"modified":"2023-08-30T17:20:52","modified_gmt":"2023-08-30T15:20:52","slug":"pregnancy-poaching-and-xmas-trees","status":"publish","type":"post","link":"https:\/\/data-cubed.eu\/blog\/pregnancy-poaching-and-xmas-trees\/","title":{"rendered":"Pregnancy, poaching and Xmas trees"},"content":{"rendered":"\n

How data is shaping our world (Data is cool! article #1)<\/strong><\/p><\/blockquote>\n\n\n\n

By Lee Allen @ Data\u00b3<\/em><\/p>\n\n\n\n

Who said data was dull? Well me, in another life.<\/p>\n\n\n\n

At\n my career start, I was an out-and-out words man. Wrestling with\nlanguage on a day-to-day, I gave no thought to the world of data; it\nseemed cold and uninteresting to me.<\/p>\n\n\n\n

That\n was before I joined a company doing smart stuff with customer data. All\n of a sudden it was useful\u200a\u2014\u200aI could see which of my words worked best\nand which channels to use. I knew my audience far better, so everything I\n wrote resonated with them.<\/p>\n\n\n\n

Fast\n forward to Data\u00b3 and I now eat, sleep and breathe data. I literally\nhave the t-shirt (it\u2019s a Data\u00b3 hoodie). We do smart stuff with customer\ndata, and so much more.<\/p>\n\n\n\n

Because I\u2019m a convert, I thought it be good to share some of the data stories I come across. Cue my Data is cool! series, where I\u2019ll share some of the ways data is shaping our lives in genuinely powerful and profound ways. Today we look at 5.<\/p>\n\n\n\n

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1. Data gets the vote<\/strong><\/p>

<\/p><\/blockquote>\n\n\n\n

There\u2019s\n never been an easier time to measure and predict general public\nopinion. With an explosion of data available from social media channels,\n big data projects are underway to predict large social events. Some are\n even using it to shape history.<\/p>\n\n\n\n

Take\n the Indian National Congress (INC) party for example. They\u2019re using\ndata from the 2009 Indian general election to predict voting patterns\nand seat shifts in the upcoming 2019 election. They\u2019re up against the\ncurrent ruling party\u200a\u2014\u200athe Bharatiya Janata Party (BJP), who are no\nstrangers to data crunching either. In 2014, the BJP were one of the\nfirst to use data analytics to shape their political campaigns. By\nunderstanding the voter stance of a particular area, they re-tweaked\ntheir campaign according to religion, caste and other demographics.<\/p>\n\n\n\n

Predictive\n analytics isn\u2019t always right though. Jonathan Forbes of Aguila Insights\n says that with elections, you\u2019ll always find data sourcing issues. This\n is because people can lie, hold back their views or simply change their\n mind. Modelling human motivation at scale really means that there\u2019s\nalways scope for an against-the-odds win.<\/p>\n\n\n\n

That was arguably the case with the recent US election and Brexit referendum\u200a\u2014\u200aa vote that had social media in uproar on both sides of the pond. Here again, data played a huge part, with some claiming that shady research companies used illegal data to target individuals and sway votes in both cases.<\/p>\n\n\n\n

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2. The map of poachers<\/strong><\/p><\/blockquote>\n\n\n\n

How\n can data stack up against knives, axes and steel traps? Fairly well, it\n turns out. The Wildlife Protection Society of India has published a\nstudy that uses statistics to protect endangered tigers against\npoaching. The study analyzed 25,000 data points\u200a\u2014\u200acollected since 1972\nacross 605 districts\u200a\u2014\u200aon wildlife poaching crimes, including locations\nof confirmed tiger poaching instances and sites where tiger parts had\nbeen seized. The result is promising\u200a\u2014\u200awith 73 \u201chot spots\u201d identified as\n having a high likelihood of tiger poaching. This means greater\nknowledge for local conservationists and enforcement officials. And this\n means smarter and more efficient anti-poaching efforts.<\/p>\n\n\n\n

A\n similar strategy has been adopted by Jonathan Palmer, head of the\noffice of strategic technology at the Wildlife Conservation Society.\nPalmer has developed a software platform that helps park rangers track\ntheir patrols and the activities of poachers in their area. The system,\ncalled SMART (Spatial Monitoring and Reporting Tool) is now in use in\nmore than 600 sites across 55 countries. Before SMART, patrolling was\nad-hoc and rangers would end up patrolling the same areas of park again\nand again. They also had limited information about where the poachers\nwere. Now they can log the signs of poachers\u200a\u2014\u200atraps, animal carcasses\nor human camping grounds\u200a\u2014\u200aand upload this information to the SMART\nplatform at the end of their day. Over time, they can build a picture of\n how effective their patrolling has been, and where they should be\nconcentrating their efforts.<\/p>\n\n\n\n

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Spread of SMART technology (credit: http:\/\/smartconservationtools.org\/<\/a> )<\/figcaption><\/figure><\/div>\n\n\n\n
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3. Data and disease<\/strong><\/p><\/blockquote>\n\n\n\n

With\n 219 million cases last year, and over 400,000 child deaths, malaria is a\n serious endemic in need of fighting. Luckily, data is here to help. In\nNigeria, non-profit Malaria No More has teamed up with a start-up called\n Sproxil to do something special.<\/p>\n\n\n\n

In\n the last few years, Sproxil has been fighting the massive counterfeit\ndrug market in Nigeria by placing unique codes on authentic medications.\n Anyone who buys those medications can text their unique code for free\nto Sproxil to verify the drugs. With mobile phone users in Africa now\nnearing 1 billion, this technology has far-reaching implications for\ndiseases like Malaria. In remote areas, Malaria No More now encourages\npeople to send information about what medications they\u2019re taking. This\ngives them huge amounts of new data on where illnesses are occurring and\n how they\u2019re being treated.<\/p>\n\n\n\n

Aside\n from prevention and treatment of disease, data is also helping the\nhealthcare industry save billions on wasted expenditure. Billions that\nwere once raised to manage duplicate records at hospitals are now being\nused for more beneficial outcomes.<\/p>\n\n\n\n

A\n great example of using data to improve outcomes is the success story of\n NHS Scotland. Since 2011, they\u2019ve digitised health records and\nimplemented analytical software that\u2019s saved huge amounts in healthcare\nand administration costs.<\/p>\n\n\n\n

The result, as shown by Volterra Partners and EMC, is staggering:<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n
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4. Growing the perfect Xmas tree.<\/strong><\/p><\/blockquote>\n\n\n\n

A\n wide base, full coverage all the way to top, and needles that don\u2019t\nfind themselves all over the house by day 2. Yes, the struggle to find\nthe perfect Christmas tree is one we all know well. Turns out that data\nis lending a hand.<\/p>\n\n\n\n

Scientists\n at the University of Connecticut are looking at ways trees grow best.\nAnd they\u2019re connecting genetic, physical, and environmental data housed\nin more than 15 major plant databases to do it. By taking this big data\napproach, they are hoping to solve bigger ecological issues, like\nreforestation and climate change.<\/p>\n\n\n\n

For\n example, the researchers are combining surveys of forests collected by\ndrone technology with data on soil and climate conditions. By bringing\nall the data together, they\u2019re able to spot trends that can solve big\nquestions. Like how a forest\u2019s biodiversity is changing under climate\nchange or what species can survive in given conditions. That\u2019s good news\n for Xmas trees, and great news for ecological conservation in general.<\/p>\n\n\n\n

One particular organisation, Global Forest Watch, is doing this on a grand scale. They\u2019ve created an online platform that combines hundreds of thousands of satellite images, high-tech data processing and crowd-sourcing. With the technology in hand, they\u2019re able to provide near real-time data on the world\u2019s forests. This in turn allows governments, NGOs, and the public to better manage forests, track illegal deforestation and more.<\/p>\n\n\n\n

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5. Data mining wombs?!<\/strong><\/p><\/blockquote>\n\n\n\n

It sounds too creepy to be true, but it is. Supermarkets can now know you\u2019re pregnant before even your family does.<\/p>\n\n\n\n

An\n infamous news story came in a few years ago of a father complaining to\nUS retailer Target that his teenage daughter was receiving\nadvertisements for baby products. As it turned out, he later apologised\nafter his daughter told him that they were right.<\/p>\n\n\n\n

What\n had happened was quite simple. Target had tracked the purchasing habits\n of the customer (and many like her) to accurately predict when their\ncustomers were expecting.<\/p>\n\n\n\n

This\n level of retailer knowledge is now commonplace. Every time you use your\n card or mobile to pay for something, online or in-store, you\u2019re sharing\n intimate details about your purchases with retailers. And many of those\n retailers are studying those details to figure out what you like, what\nyou need, and which discounts are most likely to win your custom.<\/p>\n\n\n\n

As\n a consumer, this can be pretty useful. Data Agency Tamoco say that that\n data is helping retailers understand consumer trends in great detail.\nThis means your preferences are identified quicker and more accurately.\nYour in-store experiences are also improved, with demographic and\npurchasing data telling retailers where to open up, and how to\nphysically arrange their stores.<\/p>\n\n\n\n

It\u2019s not all fun and games for retailers though. Closer to home, the EU has made moves to give consumers greater control over their data in the form of the almighty GDPR. Retailers must now obtain consent from customers before bombarding them with promotions and adding them to mailing lists. Companies are also expected to report any data breaches within 72 hours. Before 2018, companies could withhold information on such breaches, and many chose to do just that. Following GDPR, it constitutes a crime.<\/p>\n\n\n\n

\n\n\n\n

Doing cool things with data<\/strong><\/h3>\n\n\n\n

So there you have it, I\u2019ve gone from a word lover to data fanatic in the space of 18 months. So much so that I\u2019ll be sharing data stories from time to time to get more of you on side. If you\u2019re interested more in what Data\u00b3 do, and how we\u2019re helping businesses do cool things with data, check us out<\/a> and connect<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

How data is shaping our world (Data is cool! article #1) By Lee Allen @ Data\u00b3 Who said data was dull? Well me, in another life. At my career start, I was an out-and-out words man. Wrestling with language on a day-to-day, I gave no thought to the world of data; it seemed cold and […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[39,61],"acf":[],"yoast_head":"\nPregnancy, poaching and Xmas trees - DATA\u00b3 Central Europe<\/title>\n<meta name=\"description\" content=\"How data is shaping our world (Data is cool! article #1). Who said data was dull? 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