In our Future Sign: Data Dimension, we speak candidly of a future in numbers, algorithms and info graphics. It’s a future that is seemingly closer than we’d expected perhaps, as signs of its presence are seen wide and crystal clear. Data is how we are beginning to justify and validate our shared experience. Data is giving brands a bird-eye-view of what people are asking for. Data is knowledge. Data is power.

But the down side of power is that when left in the wrong hands, trouble brews. Case in point, OnStar, the satellite-based navigation-cum-concierge service intends to start collecting speed, location and related customer data from current users and users who discontinue service beginning this December—that is unless, a customer specifically asks OnStar to sever the connection. This is not the OnStar service we’re talking about, this is some hidden “second service” which allows them to track you, while you’re under the assumption your OnStar relationship is ceased to exist. How wrong you are. Something of a ruckus is already being stirred.

On a less-intrusive, yet all together slimier note, IBM has just patented a mapping algorithm that re-routes drivers along retail heavy roads. This all comes from IBM’s Smarter Traffic division which hopes to charge retailers fees for having their listing be amongst the unplanned routes of drivers. Which takes you longer to get where you need. It seems harmless, but IBM is dangerously flirting with an ethical quagmire if not corrected immediately.

However dry and honest an assumption, do brands really want to be stained with hunting and tracking their prey, er, i'mean "customers"?

Links to consider:

http://www.popsci.com/cars/article/2011-09/ibm-patents-algor...

http://techland.time.com/2011/09/26/creepy-onstar-will-track...

Check out Future Sign: Data Dimension - http://www.slideshare.net/Counsel/counsel-data-dimension-fin...