CONSIDER THE many
numbers in your life. Here’s
a few to get you started:

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a ea (ae |

. Social Insurance Number

(SIN), Medical Plan, dri-
ver’s license, bank account,
credit cards, phones, faxes,
addresses, postal code and
passwords. More are being
added every day.

Remember the old television
program, Secret Agent? A portion
of the theme went like this:
“giving you a number and taking
away your name...” It was a cloak
and dagger concept back in those
days; now it has hit home.

Have you ever wondered where
all the numbers come from and
whether you really need them to
participate in mainstream society
today? There were days when
records of people were stored ina
card file. For example, suppose
you had a card file box with the

names of everyone you know on ‘

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the cards. That would be a data-
base. If you had to retrieve names
by both first and last name it
would be easier to number ail of
the cards and make a second set
with the number and just the
name.

You might say that numbers are
not required to conduct such a
simple task. True, but if your data-
base was extensive and listed sev-
eral John Smiths, a number would
provide a handy way to give the
card an individual reference.

The method works well for
computers since they operate with
numbers. Computers can use this
system at almost instantaneous
speeds.

Today, there are huudreds of
computer databases storing mas-
sive amounts of information. They
are a cheap and efficient way of
managing lots of information. No
wonder we have so many numbers.

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Information about you is probably
stored in hundreds of databases all
over the country. It is easy to track
information about you.

Since the information is stored
in digital form on computers and
most of the information must be
accessed from across country, it is
also easy to copy the information.
In fact it can be copied and even
stolen without anybody knowing
it, least of all you.

The sale of database informa-
tion is big business. Junk mail pur-
veyors can’t live without their fix.
People are building careers for
themselves by taking databases
and merging them to create lists of
potential buyers of products or ser-
vices. People know what we buy
and where we buy.

Remember the database we

talked about earlier. Here is a pos-.

sible scenario, Let’s say you are
the owner of a large store in a

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mall, You want to attract some
potential buyers for your products,
Of 10 people, you mighi find two
who are regular shoppers i in that
mall. One actually shops in your
store, In addition you can deter-
mine how many other people live
in the area. They are your prospec-
tive customers.

You can even find out the kinds
of products they buy and therefore
know if they are single, married or
have children. You can also deter-
mine the time and day.when they
like to shop.

The information provides the
foundation for an advertising cam-
paign tailor-made for your market-

place: Just how do they do it?

Most of the numbers and data -
mentioned at the beginning of this
column is not totally private. You

don’t mind if someone knows eur:

See Protect more page 37. -

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