What can your driving habits tell us? A lot is the answer. In fact, where people drive can reveal a lot more than Google searches and this is what advertisers, startups, and car-makers are quickly realising.
For years car companies have been installing software and sensors that collect driving behaviour and location data from our cars. This is invaluable to advertisers & car companies alike.
Car companies argue this data will enhance the driving experience CX. It could help to predict flat tires, find parking spaces or charging spots, alert authorities to dangerous crossings & even track criminals fleeing from crime-scenes.
Advertisers are even more excited. Israeli startup, Otonomo, cleans up and organises data for carmakers. They let drivers select the information they’re willing to share with companies in exchange for rewards & discounts – imagine leaving work late and a £5 Dominos discount coming up on your display 🍕
This is only the start. Ford estimates that by 2020 their vehicles will have 100m lines of code and Gartner estimates 98% of new cars in the US & Europe will have an embedded cyber connection.
What about BIG data?
The real interesting part is when all this data is aggregated. With all this data, companies can see trends that are linked to other events. For instance:
- Hedge funds could use boot sensor data to see how much people bought when they went shopping which would show consumer spending
- Banks could see how many people had stopped driving to work, thus suggesting they’ve lost their jobs, and if this number began to rise they could anticipate an economic downturn
- 3rd parties could track trips to the police station, domestic violence shelters, STI/HIV testing centres and infer sensitive information about drivers’ health and relationships.
Autonomous cars won’t stop us…
One of the most important big-picture outcomes here is that car manufacturers are not only hardware companies now, they’re also software companies. It’s often been suggested that traditional companies will die off with the coming of autonomous cars, but this shows they’re using tech themselves to find new sources of revenue.
People need to be aware of the level of privacy they’ll be giving away. Soon your car could know more about you than your family…