Sunday, March 30, 2008

Sociometric Reality Mining

Within the next few years, Pentland predicts, reality mining will become more common, thanks in part to the proliferation and increasing sophistication of cell phones. Many handheld devices now have the processing power of low-end desktop computers, and they can also collect more varied data, thanks to devices such as GPS chips that track location. And researchers such as Pentland are getting better at making sense of all that information.

To create an accurate model of a person's social network, for example, Pentland's team combines a phone's call logs with information about its proximity to other people's devices, which is continuously collected by Bluetooth sensors. With the help of factor analysis, a statistical technique commonly used in the social sciences to explain correlations among multiple variables, the team identifies patterns in the data and translates them into maps of social relationships. Such maps could be used, for instance, to accurately categorize the people in your address book as friends, family members, acquaintances, or coworkers. In turn, this information could be used to automatically establish privacy settings--for instance, allowing only your family to view your schedule. With location data added in, the phone could predict when you would be near someone in your network. In a paper published last May, ­Pentland and his group showed that cell-phone data enabled them to accurately model the social networks of about 100 MIT students and professors. They could also precisely predict where subjects would meet with members of their networks on any given day of the week.