Brandon Klein Brandon understands that better teams are fundamental to all of our success. As a global thought leader, ushering in the 'Future of Work' revolution, he paves the way using data + design to accelerate the Collaboration Revolution. Brandon is the Co-Founder of the software start-up, Collaboration.Ai and an active member of The Value Web, a non-profit committed to changing the way decisions are made to better impact our world. Feb 11

Researchers can identify people behind 'anonymous' data 90% of the time

Big data — huge data sets that are often made publicly available to anyone who wants to analyze it — are supposed to be anonymous. The idea is to leave out key pieces of information about the people involved, such as name or home address, and leave only the larger trends.

But such specifics are not needed to reveal exactly who you are, according to researchers who were able to identify "anonymous" participants in a big data set 90% of the time.

The study — published in the journal Science — posits that researchers were able to identify "anonymous" shoppers from a big-data set based on credit card metadata: vague things such as the type of venue (a gym, for example) or the amount spent on a purchase.

bigdata, Collaboration Article, collaborative web link, identity, research, tracking

Brandon Klein Brandon understands that better teams are fundamental to all of our success. As a global thought leader, ushering in the 'Future of Work' revolution, he paves the way using data + design to accelerate the Collaboration Revolution. Brandon is the Co-Founder of the software start-up, Collaboration.Ai and an active member of The Value Web, a non-profit committed to changing the way decisions are made to better impact our world.