I just finished Jeffrey Deaver’s 2008 novel The Broken Window, starring criminalist Lincoln Rhyme battling a psycho killer who uses data mining to get to know his victims and pick a second set of victims to frame for murders.
Data mining reaps information about individuals from whatever is available — medical records, credit records, driver’s licenses, whatever — so that more companies can sell you stuff or to track your whereabouts because you never know, anyone can be a terrorist. Deaver’s novel was scary because of the psycho killer and because it made clear the very real role of data mining in our lives. As one character lamented, there are no secrets any more.
Fast forward to yesterday, when I picked up (behind on my reading, as usual) the Wall Street Journal and learned that Visa wants to show you ads based on your specific credit card charges, your social networking habits and, yes, your DNA. (The WSJ website requires a subscription, so here is a link to a Time story about the WSJ story and here is a link to a WSJ blog post about the story).
Psycho murders, psycho marketers.