Tuesday, April 19, 2016

When Companies Fail The Data

Recently, I have encountered three examples of how giant data gathering companies have completely failed to use that data in any sensible way. The companies are Facebook, Amazon, and Pandora.

Facebook served me an ad that said Sylvester Stallone had died without actually using any direct "passed away" words or phrases (since he hadn't). This is offensive, it's a lie, and I am not a particular fan of Stallone's films although Rocky is a classic (but Cop Land, are you kidding me?).

Amazon continues to insist I might want Amazon Student, despite my explaining to them over a year ago that I am not a student (and my account is 16 years old). 

Pandora continues to serve me ads in Spanish (which I do speak but I'm not fluent) and for cars (I don't own a car). I even told a tech support person this and he said there was nothing he could do about it.

These examples all point to the issue of not using the data you have and not taking direct information (data) from the user when the user gives it to you (which is much easier than trying to infer it, if indeed the user is truthful). 

The Facebook ad is hugely problematic. The conclusions are that:
  1. The people at Facebook do not care about the accuracy of the ads they serve.
  2. The people at Facebook do not care if the ads they serve are purely for emotional manipulation.
  3. The people at Facebook are not using the 11 years of data they have on me to realize that I would not like this ad because:
    1. I do not like advertisements that lie.
    2. I do not like advertisements that manipulate.
    3. I am not a fan of Sylvester Stallone.
They have the data. They aren't using it.

That Amazon thinks I am student, even though I've told them I am not and even though they can see my account has been buying stuff for 16 years, is bizarre. I told a tech support person that I am not a student. Yet, the algorithm they maintain apparently is not given this information at all and continues to annoy me with an extra page when I am trying to check out (yes, a good problem to have). 

They have the data. They aren't using it.

I grew up listening to FM radio, so I'm used to radio with ads. I so far use the free version of Pandora which has ads, and I think that's fine (people should get paid). However, I am not fluent in Spanish, so Spanish language ads are wasted on me (it's a waste of money to those advertisers) and also I don't own a car, but I get ads for car service stuff (I don't even remember what, but the problem is the same). So, since I think it would actually be nice to be served appropriate ads, and that those companies are getting their money's worth, I text-chatted with a Pandora text person. He said he had no way to mark my account indicating that I do not speak Spanish.

And yes, I know the image is an ad for Flonase, not for cars, it just happens to have a car--I use it here because it's in Spanish (although I am more complaining about the audio ads, images clearly work better here).

Again, they have the data. They aren't using it.

For me, these are good problems to have. I have internet access and can buy books (although if it's new I'll try to get it from my local non-chain bookstore -- yes I am serious). But all of these issues are annoying, not just because inappropriate content is being served to me, but that the companies should know better than to do that, and in all cases, they either have enough information on me, or I try to give it to them, and they still can't do it. And that's the distressing part: in this age of total information, some of the biggest information companies still don't know how to use data.