WOMAN: "Yes."
REPORTER: "Kids?"
WOMAN: "No kids."
REPORTER: "Do you have a car?"
WOMAN: "Yes."
REPORTER: "What kind?"
REPORTER: "It’s a Lexus."
And now for our big question. Based on this information, what would a political data miner think?
REPORTER: "Do you think they think that you’re a Democrat or a Republican?"
WOMAN: "Based on what I said? Um, wow. Based on what I said, I might be a Republican."
REPORTER: "And are you, can you tell me?"
WOMAN: "No, I’m not."
STEVE EMBER: So why does she say a data miner might think she was a Republican? Is it because she drives a Lexus, an expensive car? Judging people's politics by the kind of cars they drive may not be meaningless.
Americans in the top twenty percent of income are more likely to vote for Republicans -- more likely, but not always. Andrew Dreschler says data mining is not as simple as finding one important piece of information.
ANDREW DRESCHLER: "There's not one silver bullet. There’s not, 'If we can just find the cat owners or the bourbon drinkers, we can win this election.'"
Those examples may sound silly. But look at it another way. Why would a candidate for local dog catcher want to waste time and money reaching out to cat owners?
BARBARA KLEIN: Andrew Dreschler says instead of focusing on one person or one data point, data miners look for patterns across large groups. They are not trying to learn everything about you. They are looking for ten thousand people like you. To do that, they use math, maps and machines.
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2013-11-25
2013-11-25
2013-11-25
2013-11-25
2013-11-25
2013-11-25