“It goes on and on like a clock
If it stops then that’s a big shock
Then again it sometimes get’s speed hikes
When the eyes see what it likes!”
Did you know that the heart does not lie!
Many times you wonder how a certain feed in your social media comes in accordance to your taste which you have not mentioned anywhere or to anyone!
There may be many reasons and one of them is your amazing new smart watch!
read on!
There is this amazing series called the Sherlock in BBC starring Benedict Timothy Carlton Cumberbatch in which Irene almost traps him and his brother and her phone lock is the key!
You had to complete the line I am —-locked!
They had tried different combination but it did not work!
That is when he, like the modern AI tells about this amazing analysis he does!
He had gone near her and gently touched her hand. She thought he was comforting her, but in fact he was measuring her heart rate!
There was a transient raise in the rate with which Sherlock got to know that Irene has feelings towards him! The password was I am SHERlocked!
Monitor heart rate and response and then data! This is one of the ways how AI gets you! The crime of being a human!
Now, modern smartwatches use a flashing green light to measure your heart rate from your wrist. Spectroscopy tells us that blood absorbs green light because red and green are opposite each other on the colour wheel.
The rear of the smartwatch contains an optical sensor to detect the reflected light. The main difference from spectrometers is that the light source and detector are positioned on the same side in smartwatches, while they are opposite each other in spectrometers.
Measuring heart rate using light is called photoplethysmography. The device measures the change in concentration of red blood cells as the blood vessels expand and contract – ie expanded blood vessels absorb more green light, contracted blood vessels absorb less green light. The detector measures the reflected light and a software algorithm converts the changes in light intensity into your pulse rate!
The newest devices and software use advanced algorithms to monitor pulse rate data and detect issues such as atrial fibrillation (irregular heartbeat)!
The accuracy and reliability of the algorithms for regular health monitoring is still not a hundred percent accurate data (no data is!) mainly due to variations that could be caused by different skin pigmentations but it has been found that more than a third of participants who were notified of an irregular pulse by their smartwatch had atrial fibrillation!
Of course your smart watch manufacturer does not only have your health as his or her focus!
The focus point is the change in heart rate!
When you see a thing or video or even a photo you like, there is a change in your heart rate and beat and this is caught by the watch and the associated app! You of course give full permission to everything and then the market knows what you like!
The use of heart rate variability recordings can improve two major constraints of traditional marketing methodologies by providing: (1) ease of continuous measurement for unconscious level processing of stimuli in a naturalistic setting; and (2) quantitative and robust physiological measurements related to consumers!
Of course this was mentioned in the novel Nexus by Yuval but if you think this is new! Well read this article which came more than nine years ago!
So Novak Djokovic and Roger Federer came head-to-head at the Wimbledon men’s final. While the match between the world’s No 1 and No 2 players lacked the sharp-edged suspense of their 2012 Wimbledon semi-final showdown, it was nonetheless a display of stunning, exhilarating, heart-pumping tennis!
The match’s most suspenseful moment was the second-set tiebreak, in which Federer won 10-8, tying the game at one set all. But Djokovic went on to easily cinch the next two sets, winning the match!
As Djokovic cruised toward the Wimbledon title, his fans’ heart rates remained regular!
This wasn’t just speculation; a whole team was recording for Jaguar and analyzing the heart rate variability, localized audio, motion and skin temperature of 20 fans in the crowd, via sensor-equipped cuffs!
The goal was to create an interactive display of the crowd’s fluctuating emotions at the match, which Jaguar could then use living ad!
While the cuff could not say if a person felt tense, surprised or excited, analyzing the data points within the context of a tennis match provided a solid window into interpreting emotion!
Apparently a change in heart rate variability is a good signal that there has been a shift!
During tense moments, people moved less, while heart rates tended to quicken when a person’s favorite player was in trouble, like after a botched serve or before a match point. When players were in control, heart rates remained regular!
From the data, analysts could infer a spectator’s emotional response to each point, and from there, infer his or her chosen player!
Another company investigating the effect of heart rate on people launched a similar program at Cannes, in which it gave 100 Apple watches to attendees!
Imagine getting an Apple watch just to attend Cannes! But nothing in life is free! The app and the watch collected their biometric data over the course of three days, analyzed it, and created an engagement map of the festival!
These were baby steps in the marketing analysis but if the market can know your sweat and pulse and additional information, they can predict: are you feeling happy, sad, excited! Add location data and browsing history, and they know where you are, and how you are feeling!
The iPhone has the location turned on always and most android phones also follow the same!
Now advertisers have long worked to determine consumer mindset, and in recent years, the available techniques have grown more sophisticated. There is an emotion measurement startup which uses face-reading software to analyze micro expressions, working with marketers and brands to expose consumers’ unfiltered sentiment! To date, the company’s software algorithm has analyzed more than 2.7 million faces. Clients have included Coca-Cola, Unilever, Mars, Kellogg and CBS. Its bread and butter is market research!
Their technology records individuals’ facial expressions as they watch an ad! They can then see frame-by-frame, moment by moment, what these facial expressions reveal, measure them and provide analytics!
Meanwhile, advertisers are able to access and mine a trove of information, compiling data points – such as consumers’ location, browsing history, purchase history, and the time of day – to build a sophisticated user profile!
Meanwhile apps such as Facebook and other social media apps that require a login and are linked to consumers’ IDs allow third-party mobile ad networks to target users outside the app, using their app data!
It’s why Facebook can be effective and charge a premium, because it can help you target the right people! That is how FB gets its moolah! You are the product!
Nothing is free!
So if you do not want them to get your information then use the LCD watch, use a face mask, gloves, and maybe a helmet next time you browse the reels feed! Or just forget it and go where the heart goes! Of course when it comes to heart and soul; few can come close to the acting powerhouse which is the birthday celebrity Krishna Kumar “Kay Kay” Menon!
Just the other day saw the movie The Gazi attack and my heart rate was up!
Now try to turn off the listeners and watchers and heart rate measurers and sleep! all the best!
Shubh ratri!
ramadocblog 