Sandra Matz

If I think, okay, maybe someone knows where I work, maybe someone knows where I live, Maybe someone knows that I got a Starbucks coffee. Maybe someone knows that I went to a vacation because I post about it on Instagram. In isolation, those traces don't even seem that intimate and intrusive, right? Because it's like this one insight into what we do.

But then when you put them together, that's really when this kind of holistic picture of the, you mentioned this in the context of Lowe's, emerges, right? Almost the life of the person play out. You see their routines, you see their habits and like the stuff that I'm, I've been working on for the last 10 years is you can also zoom into their psychology and that becomes really intimate, right?

But then when you put them together, that's really when this kind of holistic picture of the, you mentioned this in the context of Lowe's, emerges, right? Almost the life of the person play out. You see their routines, you see their habits and like the stuff that I'm, I've been working on for the last 10 years is you can also zoom into their psychology and that becomes really intimate, right?

But then when you put them together, that's really when this kind of holistic picture of the, you mentioned this in the context of Lowe's, emerges, right? Almost the life of the person play out. You see their routines, you see their habits and like the stuff that I'm, I've been working on for the last 10 years is you can also zoom into their psychology and that becomes really intimate, right?

So I think the reason for why, for example, Cambridge Analytica blew up so big in 2016 was that suddenly people understood it's not just data, it's not just individual data points, but they can predict whether I might be impulsive or they can predict whether I might be neurotic.

So I think the reason for why, for example, Cambridge Analytica blew up so big in 2016 was that suddenly people understood it's not just data, it's not just individual data points, but they can predict whether I might be impulsive or they can predict whether I might be neurotic.

So I think the reason for why, for example, Cambridge Analytica blew up so big in 2016 was that suddenly people understood it's not just data, it's not just individual data points, but they can predict whether I might be impulsive or they can predict whether I might be neurotic.

And so even though like political campaigns or companies have been using data for many years before and oftentimes were celebrated right, for helping understand consumers, helping understand voters and talking to them about the things that matter.

And so even though like political campaigns or companies have been using data for many years before and oftentimes were celebrated right, for helping understand consumers, helping understand voters and talking to them about the things that matter.

And so even though like political campaigns or companies have been using data for many years before and oftentimes were celebrated right, for helping understand consumers, helping understand voters and talking to them about the things that matter.

I think suddenly people realize that, well, wait a minute, if I can take all of this data and translate it into something that I think is really intimate and that I might not necessarily want to reveal to outsiders who I have no connection with, that might be like a bit of a red flag.

I think suddenly people realize that, well, wait a minute, if I can take all of this data and translate it into something that I think is really intimate and that I might not necessarily want to reveal to outsiders who I have no connection with, that might be like a bit of a red flag.

I think suddenly people realize that, well, wait a minute, if I can take all of this data and translate it into something that I think is really intimate and that I might not necessarily want to reveal to outsiders who I have no connection with, that might be like a bit of a red flag.

And exactly for the reason that you mentioned, it's not just that we're poking around in your private life, but we can also use it to, in a way, control your choices or at least nudge them in a certain direction. I always talk about how like psychological targeting, that's the term that I use for that is like we predict your psychology from data and then we use it to influence your behavior.

And exactly for the reason that you mentioned, it's not just that we're poking around in your private life, but we can also use it to, in a way, control your choices or at least nudge them in a certain direction. I always talk about how like psychological targeting, that's the term that I use for that is like we predict your psychology from data and then we use it to influence your behavior.

And exactly for the reason that you mentioned, it's not just that we're poking around in your private life, but we can also use it to, in a way, control your choices or at least nudge them in a certain direction. I always talk about how like psychological targeting, that's the term that I use for that is like we predict your psychology from data and then we use it to influence your behavior.

It's not a wonder weapon, right? So we're not going to completely flip your identity just by understanding that you're extroverted and showing you a few more extroverted ads, for example. But still, most choices that we make in life don't require an identity change, right? It's okay, should I go on this vacation or this vacation? Now I can probably shift you to the one that I want you to go in.

It's not a wonder weapon, right? So we're not going to completely flip your identity just by understanding that you're extroverted and showing you a few more extroverted ads, for example. But still, most choices that we make in life don't require an identity change, right? It's okay, should I go on this vacation or this vacation? Now I can probably shift you to the one that I want you to go in.

It's not a wonder weapon, right? So we're not going to completely flip your identity just by understanding that you're extroverted and showing you a few more extroverted ads, for example. But still, most choices that we make in life don't require an identity change, right? It's okay, should I go on this vacation or this vacation? Now I can probably shift you to the one that I want you to go in.

Or if you're an undecided voter and you don't know if you want to go out on election day and cast your vote, well, maybe then understanding your motivations and dreams and fears actually just gets you across that line to actually go and cast your vote. So for me, that's the crux is that kind of controlling behavior doesn't require this deep identity change.