A model that predicts who will leave
Brightside Shop is made up. Its analyst, Dev, builds a model that guesses which loyalty card members will stop shopping. The shop wants to send them a special offer.
It looks like clever, harmless work. But the model touches the data law, the equality law and the misuse law. To make a judgement, you must see how they link.
Key words
| Word | What it means |
|---|---|
| Impact | the effect something has on people or groups |
| Organisation | a business, school or other group of people |
| Society | people in general, in a country or community |
| Individual | one person |
| Judgement | a decision you support with reasons |
| GDPR | the General Data Protection Regulation, the rules on personal data |
| Compliance | following the rules that apply to you |
| Model | a program that learns from past data to make a guess about new data |
| Personal data | information about a living person who can be named or found |
The cells students fill in are left blank in this preview.
By the end of this lesson
Note
I can judge how laws affect organisations, society and individuals in data analytics.
Starter: the laws so far
Have a go
Starter: the laws so far
4 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.
Each law touches a different step
Data work is not one task. It collects data, stores it, cleans it, analyses it, and shares the result. A law can bite at any step.
Look at Dev's model. The table shows where each law applies.
One model, many laws
| Law | Where it bites | What it asks of Dev |
|---|---|---|
| UK GDPR and Data Protection Act | Collecting and using member data | Use only what the members agreed to. Keep it safe. Do not keep it too long |
| Equality Act 2010 | What the model decides | Check the offer does not treat a group unfairly, for example by age |
| Computer Misuse Act 1990 | Getting at the data | Only open tables you are allowed to open |
| Health and Safety at Work Act and screen rules | The people doing the work | Breaks, a good workstation and a fair workload |
| Designs and patents | The tool and its look | Do not copy a rival's protected design or method |
The cells students fill in are left blank in this preview.
Look at three groups of people
To judge the impact, look at three groups.
Organisations: cost, trust, reputation and fines. Society: fairness, privacy and trust in data. Individuals: their rights, their jobs and their safety.
A law can help one group and cost another. A good judgement says both, then decides.
Impact of data protection law on analytics
| Group | Helps | Costs or limits |
|---|---|---|
| Organisation | Customer trust. Fewer breaches | Training, time, and fines if it fails |
| Society | Less fraud and identity theft | Some research and sharing is slower |
| Individual | Control of their own data and rights to see it | More forms to read and agree to |
The cells students fill in are left blank in this preview.