論數(shù)據(jù)貨幣化的必然性

——如何以恰當(dāng)?shù)姆绞綄?shù)據(jù)貨幣化

來(lái)源：數(shù)據(jù)觀 時(shí)間：2018-10-10 10:12:44 作者：PAVEL BAINS

　　HOW TO MONETIZE YOUR DATA IN THE RIGHT WAY

　　如何以恰當(dāng)?shù)姆绞綄?shù)據(jù)貨幣化

編譯：數(shù)據(jù)觀|和璟祎 校對(duì)|黃玉葉

　　In the face of overwhelming evidence, consumers can no longer ignore the fact that major tech and social media companies engage in mass data harvesting and the selling of user information to third parties – one need only look to the recent Cambridge Analytica scandal (which impacted not only the users of a given app but their Facebook friends, too). The old adage stands – if it’s free, you are the product.

　　大量數(shù)據(jù)表明，消費(fèi)者再也不能無(wú)視大型科技和社交媒體公司大規(guī)模收集數(shù)據(jù)并向第三方出售用戶信息的事實(shí) —— 我們只需要看看最近英國(guó)數(shù)據(jù)分析公司Cambridge Analytica 的丑聞就知道了(它不僅影響了特定應(yīng)用的用戶，也影響了他們的Facebook好友)。老話說(shuō)得好：羊毛出在羊身上。

　　It’s a paradigm many have gotten used to over the past decade. The question is, are users getting value for their money? Given the fact that some of these companies are now sitting on piles of cash with billion-dollar valuations, it certainly seems that users have gotten the worse deal (Facebook’s Q1 reports indicate advertising revenue of almost $12 billion, while Alphabet, Google’s parent company, made over $26 billion). This is before factoring in the risks associated with security and data privacy which have come to light with the proliferation of data breaches (few will forget the Equifax breach of 2017 anytime soon, or the disastrous consequences following).

　　在過(guò)去的十年中，許多人已經(jīng)習(xí)慣了這種模式。問(wèn)題是，用戶是否物有所值?盡管一些公司現(xiàn)在已經(jīng)坐擁數(shù)十億美元的估值，但對(duì)于用戶來(lái)說(shuō)，他們顯然所獲甚糟。(Facebook的第一季度財(cái)報(bào)顯示廣告收入接近120億美元，而谷歌的母公司Alphabet則賺了超過(guò)260億美元)。隨著數(shù)據(jù)泄露事件的激增，安全性和數(shù)據(jù)隱私相關(guān)的風(fēng)險(xiǎn)已經(jīng)暴露出來(lái)。 (很少有人會(huì)忘記2017年Equifax公司數(shù)據(jù)泄露事件和之而來(lái)的災(zāi)難性后果)。

　　It’s a difficult dilemma to defuse. On one hand, recent events have served as a wake-up call, to an extent, and individuals are increasingly wary of the seemingly nonchalant approach to the storage of their sensitive information. On the other, social media platforms and the likes have become an essential way of interacting with friends, family and even managing business communications.

　　這是一個(gè)難以化解的困境。一方面，近期的數(shù)據(jù)泄露事件在一定程度上為世人敲響了警鐘，用戶個(gè)人對(duì)這種敏感信息的存儲(chǔ)方式從冷漠變得越發(fā)警惕。另一方面，社交媒體平臺(tái)和“點(diǎn)贊”已經(jīng)成為人們與朋友、家人、甚至業(yè)務(wù)管理溝通交流的重要方式。

　　It’s clear that data is the new oil that fuels the economy. This fact isn’t going to change anytime soon. What can be changed, however, is the way in which that data is stored, protected, and monetized. It’s crucial to the long-term viability of the burgeoning data economy that individuals maintain complete control over their own data.

　　顯然，數(shù)據(jù)是為經(jīng)濟(jì)提供動(dòng)力的新石油。這一事實(shí)不會(huì)輕易改變，然而，可以改變的是數(shù)據(jù)存儲(chǔ)、數(shù)據(jù)保護(hù)和數(shù)據(jù)貨幣化的方式，個(gè)人對(duì)自己數(shù)據(jù)保持完全的控制——這對(duì)于蓬勃發(fā)展的數(shù)據(jù)經(jīng)濟(jì)長(zhǎng)期生存至關(guān)重要。

　　The Value of Your Data

　　數(shù)據(jù)的價(jià)值

　　The figures referenced above regarding the revenue brought in by tech giants from advertising are staggering. It’s no secret that these sums are built on the arbitrage of vast amounts of personal and behavioural data. That these companies can make so much from their users should prompt a new consideration: how much should individuals whose data is being used be entitled to?

　　上文提到的關(guān)于科技巨頭從廣告中獲得了驚人的收入。眾所周知這些數(shù)字是建立在大量個(gè)人和行為數(shù)據(jù)的基礎(chǔ)上套利。這些公司可以從他們的用戶那里獲利頗豐，那么，那些使用數(shù)據(jù)的用戶應(yīng)該享有多少權(quán)利?

　　Calculations of the exact figure vary hugely, ranging from as little as $0.20 to over $240 per year. Wherever the actual amount lands on the spectrum, it must be remembered that the figure would only reflect its value in the existing infrastructure. As a new data economy, based on blockchain and decentralized technologies gains ground, new business models for data syndication will emerge.

　　精確數(shù)字的計(jì)算差異很大，從每年0.20美元到240美元以上不等。無(wú)論頻譜上的實(shí)際金額是多少，就必須記住，這個(gè)數(shù)字只反映了它在現(xiàn)有基礎(chǔ)設(shè)施中的價(jià)值。隨著基于區(qū)塊鏈和分散技術(shù)的新興數(shù)據(jù)經(jīng)濟(jì)崛起，新的數(shù)據(jù)聯(lián)合商業(yè)模式將會(huì)出現(xiàn)。

　　Worth noting also is that the financial value of data should by no means be the only metric by which to assess its importance. After all, was a lack of financial reward behind people’s anger with Cambridge Analytica’s use of Facebook data?

　　同樣值得注意的是，數(shù)據(jù)的金融價(jià)值絕不應(yīng)該是評(píng)估其重要性的唯一指標(biāo)。畢竟，人們對(duì)Cambridge Analytica使用Facebook數(shù)據(jù)事件憤怒的背后，是否是缺乏經(jīng)濟(jì)回報(bào)還不得而知。

　　The idea of a multi-faceted approach to measuring the value of data should be adopted sooner rather than later, given the aforementioned risks concerning data breaches. The Equifax failure saw the data of 143 million people syphoned by hackers. Once again, this was a case of individuals being concerned about the ammo malicious actors now have, versus lack of financial compensation they would have been entitled to if the data was shared consensually.

　　考慮到上述數(shù)據(jù)泄露的風(fēng)險(xiǎn)，我們應(yīng)該盡早采納多面評(píng)估數(shù)據(jù)價(jià)值的方法。Equifax的數(shù)據(jù)泄露導(dǎo)致了1.43億人的數(shù)據(jù)被黑客調(diào)用。再者，與缺乏經(jīng)濟(jì)補(bǔ)償相比，這是一個(gè)用戶關(guān)心的惡意行為，但如果這些數(shù)據(jù)是用戶自愿共享的，他們則有權(quán)獲得經(jīng)濟(jì)補(bǔ)償。

　　The Starting Point: Data Privacy

　　起點(diǎn)：數(shù)據(jù)隱私

　　In considering the best way to ensure individuals can monetize their own data correctly, it’s wise to first consider how it’s currently stored, and who it’s controlled by. As mentioned, blockchain and decentralized technologies will play a crucial role in the new infrastructure, with decentralized data storage bringing vastly increased levels of security and privacy to the new data economy.

　　考慮到要確保用戶能夠恰當(dāng)?shù)貙⒆约旱臄?shù)據(jù)貨幣化，明智之舉是首先考慮當(dāng)前如何存儲(chǔ)它，以及它是由誰(shuí)來(lái)控制。如前所述，區(qū)塊鏈和分散技術(shù)將在新的基礎(chǔ)設(shè)施中發(fā)揮關(guān)鍵作用，分散的數(shù)據(jù)存儲(chǔ)將極大提高新興數(shù)據(jù)經(jīng)濟(jì)的安全性和私密性。

　　The original, single system database model that the internet was built on has several sources of failure and a concerning lack of privacy. The current, centralised, cloud model mitigates the points of failure, to an extent, but still provides no privacy, as a string of high profile data breaches has shown.

　　互聯(lián)網(wǎng)建立的原始單一系統(tǒng)數(shù)據(jù)庫(kù)模型存在幾個(gè)失敗的來(lái)源和一個(gè)關(guān)于缺乏隱私的問(wèn)題。當(dāng)前集中化的云模型在一定程度上緩解了故障點(diǎn)，但仍然沒(méi)有提供任何隱私泄露的解決方法，正如一系列高調(diào)的數(shù)據(jù)泄露事件所表露出來(lái)的那樣。

　　Decentralised database storage not only eliminates points of failure, it also provides the highest levels of privacy and can scale efficiently. For personal data storage, that means a public/private key infrastructure that gives individuals full control over the lifecycle of their data, including where it is being used, for how long, any updates to it and its removal from any applications using it.

　　分散的數(shù)據(jù)庫(kù)存儲(chǔ)不僅消除了故障點(diǎn)，還提供了最高的隱私級(jí)別，并且可以有效擴(kuò)展。對(duì)于個(gè)人數(shù)據(jù)存儲(chǔ)來(lái)說(shuō)，這意味著一個(gè)公鑰/私鑰基礎(chǔ)設(shè)施，它可以讓用戶完全控制其數(shù)據(jù)的生命周期，包括使用地點(diǎn)、使用時(shí)間、它的任何更新，以及從任何使用它的應(yīng)用程序中刪除。

　　Such a change in the way personal data is stored and controlled could transform the possibilities of how it is utilised in innovative business models within the new data economy.

　　這種個(gè)人數(shù)據(jù)存儲(chǔ)和控制方式的改變，可能會(huì)改變新興數(shù)據(jù)經(jīng)濟(jì)中，如何在創(chuàng)新商業(yè)模式中利用它的可能性。

　　Data Syndication for Financial Reward

　　數(shù)據(jù)聯(lián)合的經(jīng)濟(jì)獎(jiǎng)勵(lì)

　　From this foundation of personal data privacy, individuals will be empowered to share their data and receive financial compensation in return. Not only that, such an infrastructure would encourage new models for publishing platforms to be built that remunerate individuals for the part they play.

　　在個(gè)人數(shù)據(jù)隱私的基礎(chǔ)上，用戶有權(quán)分享他們的數(shù)據(jù)并獲得經(jīng)濟(jì)補(bǔ)償。不僅如此，這樣的基礎(chǔ)設(shè)施還會(huì)鼓勵(lì)建立新的發(fā)布平臺(tái)模式，為個(gè)人所做出的貢獻(xiàn)提供報(bào)酬。

　　This system of data syndication and financial reward will be enabled by the token economics that goes hand in hand with decentralised networks. The exchange of digital tokens would not only ensure that individuals do not have to expose their personal data in exchange for services, but also that they could choose to only share specific subsets with specific groups.

　　這種數(shù)據(jù)聯(lián)合和經(jīng)濟(jì)獎(jiǎng)勵(lì)的系統(tǒng)將通過(guò)與分散式網(wǎng)絡(luò)密切相關(guān)的令牌經(jīng)濟(jì)來(lái)實(shí)現(xiàn)。數(shù)字代幣的交換不僅可以確保個(gè)人不需要公開(kāi)他們的個(gè)人數(shù)據(jù)以換取服務(wù)，而且他們還可以選擇只與特定的組共享特定的子集。

　　To truly understand how to monetize data in the right way, it’s first essential to establish new ways for individuals to control it. Through decentralised database storage, they can take back that control and a new data economy based on responsible curation, storage and dissemination of data between individuals, companies and governments can be bootstrapped.

　　要真正理解如何以恰當(dāng)?shù)姆绞綄?shù)據(jù)貨幣化，首先必須建立個(gè)人控制數(shù)據(jù)的新方法。通過(guò)分散的數(shù)據(jù)庫(kù)存儲(chǔ)，他們可以收回控制權(quán)，并建立一個(gè)在個(gè)人、公司和政府之間基于負(fù)責(zé)管理、存儲(chǔ)和傳播數(shù)據(jù)的新興數(shù)據(jù)經(jīng)濟(jì)。

注：《論數(shù)據(jù)貨幣化的必然性》來(lái)源于Dataconomy(點(diǎn)擊查看原文)。數(shù)據(jù)觀編譯/和璟祎，轉(zhuǎn)載請(qǐng)注明譯者和來(lái)源。

責(zé)任編輯：黃玉葉