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McDonald's Algorithm Knows Your Habits
14 Aug
Summary
- A 515-page report detailed McDonald's data collection on a customer.
- Algorithms predicted customer visits and spending habits with zero attrition likelihood.
- Concerns raised about data privacy and power imbalance in loyalty programs.
A recent customer data request from McDonald's yielded a surprising 515-page dossier. This extensive report contained detailed information about an individual's purchasing habits, including algorithmic predictions of future visits and spending.
The collected data estimated specific visit numbers and associated costs, identifying core behaviors like 'food-led afternoon snack' and 'on-the-go lunch.' Notably, the customer's attrition likelihood was calculated at zero, indicating a strong prediction of continued patronage.
This situation highlights a significant power imbalance. While McDonald's asserts data is used for personalized deals, privacy advocates warn that such loyalty programs can evolve into long-term surveillance tools.
Gathering years of data, even seemingly innocuous points, creates a highly accurate behavioral profile. AI processing can then reveal predictive insights into a customer's location and daily activities beyond simple purchase tracking.
Following receipt of this comprehensive report, the customer requested the deletion of their data, aiming to challenge the algorithmic predictions. Resources are available online for consumers interested in accessing their own data.
