|ANDREAS HERTEUX - AUTHOR|
Sounds very abstract at first.
Let's jump from the bakery to the Internet. Most of us have already encountered personalized advertising. For example, we have been looking for a holiday in the mountains and suddenly we are confronted with emails, banner ads and social media reports on the subject. However, this personalized advertising can only be addressed to us if our behavior, in this case the search query, has been evaluated beforehand. All the services, advertisements, suggestions for friendship - all these rolls were baked from one dough: our behavior that was previously open, concealed or skimmed off in dialogue and then evaluated, which means that this raw material was transformed into prognosis and satisfaction products in a metaphorical behavioral factory in order to get something individual for us from the metaphorical oven.
If you look at it from the point of view, is behavior the flour of Internet companies?
Is the use of human behavior really a new phenomenon?
However, technical progress has almost infinitely increased the possibility of behavioral skimming, and they no longer need a human being for evaluation, but, to put it simply, only the learning machine. Just two numbers to underline this; Google alone had about 3.8 million searches by 2017 and Youtube 4.1 million video clicks. Per-minute. You can calculate approximately how many behavioral data can be skimmed off in one day, and for the most part a product or service can even be produced and offered immediately, even if it is only the answer to a search query.
My insurance agent can only dream of such amounts of data.
Is there a parallel for such a development?
Yes, according to a similar principle, financial capitalism has outgrown classical capitalism. Although capital has always been an economic factor of production, it was only much too late to realize that it had led as an independent element to a new variety of capitalism. Even today, there are major problems in recognizing and correctly interpreting its mechanisms. That's why he can act a little under the radar. Here there is a parallel to Behavioral Capitalism.