THE DATA ICEBERG REV2.0

The DATA Iceberg

PLAY

Are you aware of all the data you create?

DATA...

is everywhere in your daily life. You might use a watch or app that registers your sleep, you use online maps to find your way and might watch the nice movie that Netflix recommended you. We and the devices we interact with produce lots of data, but not all this data is visible. Some data created by machines is never seen by us. Just like an iceberg that we can only see the top of, the largest part of the data we or our devices are producing is hidden underneath the surface.

THE DATA ICEBERG

THE DATA ICEBERG

GOAL OF THE GAME

Become more aware of the data you produce; by yourself, in interaction with a machine, or by a machine producing data about your data in an independent way.

Correctly categorise the data that is produced in the scenarios you are presented. TIP: In these scenarios, focus on the highlighted text.

YOUR TASK

THE DATA ICEBERG

START

You are presented three practice scenarios to familiarise yourself with the different data types. Don’t worry if you don’t know yet which data type to pick, just make your best guess!

THE DATA ICEBERG

You write a tweet to express your disappointment in the weather this summer.

PRACTICE SCENARIO 1

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WRONG DATA TYPE

ANSWER: Visible raw data Unprocessed data created directly by human-machine interactions

Raw data is created by interactions of humans and machines, where humans provide the data to the machine. Data is called raw when it’s not processed yet and two types of raw data are content and sensor data. Content data is knowingly created by humans, for example when you provide personal details to set up an account for an app or upload a video on a platform. Sensor data is human data registered by a sensor, for example when your movements are registered by your smartwatch. This registration is not visible to you as a user, whereas the content data often is.

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THE DATA ICEBERG

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CORRECT DATA TYPE

ANSWER: Visible raw data Unprocessed data created directly by human-machine interactions

Raw data is created by interactions of humans and machines, where humans provide the data to the machine. Data is called raw when it’s not processed yet and two types of raw data are content and sensor data. Content data is knowingly created by humans, for example when you provide personal details to set up an account for an app or upload a video on a platform. Sensor data is human data registered by a sensor, for example when your movements are registered by your smartwatch. This registration is not visible to you as a user, whereas the content data often is.

THE DATA ICEBERG

PRACTICE SCENARIO 2

Instead of working yesterday, you used your time to watch funny cat videos on TikTok. When you log in today, the only thing that appears in your timeline are cats.

THE DATA ICEBERG

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WRONG DATA TYPE

ANSWER: Visible analytical data Processed data created by machines after human-machine interactions

‘Data about data’ (metadata) that is created as a side effect of your interaction with a digital device. Machines can use algorithms to process and analyse the raw data you provide to create new types of data, which can be visible or invisible. Here, TikTok registered that you were watching many cat videos and determined that you have a preference for them. Invisible data that TikTok gathers, for example, is when you are watching, the time spent watching, and the location of the device you used.

CORRECT DATA TYPE

THE DATA ICEBERG

NEXT

ANSWER: Visible analytical data Processed data created by machines after human-machine interactions

‘Data about data’ (metadata) that is created as a side effect of your interaction with a digital device. Machines can use algorithms to process and analyse the raw data you provide to create new types of data, which can be visible or invisible. Here, TikTok registered that you were watching many cat videos and determined that you have a preference for them. Invisible data that TikTok gathers, for example, is when you are watching, the time spent watching, and the location of the device you used.

THE DATA ICEBERG

PRACTICE SCENARIO 3

The Transmission Control Protocol (TCP) enables programs and computers to exchange messages using a network. It creates a connection between a source and a destination and breaks down the data in smaller data packages.

THE DATA ICEBERG

WRONG DATA TYPE

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ANSWER: Functional data Data created by machines to enable machine to machine communication

This is data that is invisible to users, therefore it’s placed at the bottom of the iceberg. This data is necessary for applications and software to work and for machines to communicate with each other. Other examples include authentication steps or data sharing protocols. Some protocols become visible through your web address, for example http:// or https//: which both refer to protocols. For every interaction with a device, functional data is necessary as it ensures that machines and programs work and communicate properly. Thus, in every scenario in this game, functional data could be chosen as a correct answer, however, we ask you to choose it only if none of the other data types apply.

THE DATA ICEBERG

NEXT

CORRECT DATA TYPE

ANSWER: Functional data Data created by machines to enable machine to machine communication

This is data that is invisible to users, therefore it’s placed at the bottom of the iceberg. This data is necessary for applications and software to work and for machines to communicate with each other. Other examples include authentication steps or data sharing protocols. Some protocols become visible through your web address, for example http:// or https//: which both refer to protocols. For every interaction with a device, functional data is necessary as it ensures that machines and programs work and communicate properly. Thus, in every scenario in this game, functional data could be chosen as a correct answer, however, we ask you to choose it only if none of the other data types apply.

THE DATA ICEBERG

If you want to get back to the definitions of the data types during a scenario, click on:

START

Now it’s up to you to pick the right data type. Don’t hesitate too long, you’ve got 30 seconds to make a choice! Remember: Focus on the highlighted part of the scenarios to categorise the data.

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TIME'S UP!

THE DATA ICEBERG

To plan my next bus journey I use an app where I add my bus stop and destination. The app shows me which busses I can take.

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The correct answer is: Visible raw data

You as a user provide the data about the bus stop and destinations, which is also shown to you by the app.

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WRONG DATA TYPE

The correct answer is: Visible raw data

You as a user provide the data about the bus stop and destinations, which is also shown to you by the website.

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CORRECT DATA TYPE

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To plan my next bus journey I use an app where I add my bus stop and destination. The app shows me which busses I can take.

TIME'S UP!

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THE DATA ICEBERG

To plan my next bus journey I use an app where I add my bus stop and destination. The app shows me which busses I can take.

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HH:MM:SS

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The correct answer is: Visible analytical data

The app calculates the best route for you based on your start and destination and shows this result.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Visible analytical data

The app calculates the best route for you based on your start and destination and shows this result.

NEXT

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THE DATA ICEBERG

CORRECT DATA TYPE

To plan my next bus journey I use an app where I add my bus stop and destination. The app shows me which busses I can take.

NEXT

TIME'S UP!

THE DATA ICEBERG

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I visit a website and click on several links.

HH:MM:SS

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The correct answer is: Invisible raw data

The click itself is raw data created by you as a user, which is not visible to you.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Invisible raw data

The click itself is raw data created by you as a user, which is not visible to you.

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THE DATA ICEBERG

CORRECT DATA TYPE

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I visit a website and click on several links.

TIME'S UP!

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THE DATA ICEBERG

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I drive my electric car and the car sends data to the manufacturer about my driving style.

HH:MM:SS

THE DATA ICEBERG

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The correct answer is: Invisible analytical data

The car’s analytic system creates data using sensors and analyses it to determine your driving behaviour and style. This is data that is not displayed or that you can see yourself, but it is sent to, for example, the manufacturer or an auto mechanic shop.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Invisible analytical data

The car’s analytic system creates data using sensors and analyses it to determine your driving behaviour and style. This is data that is not displayed or that you can see yourself, but it is sent to, for example, the manufacturer or an auto mechanic shop.

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THE DATA ICEBERG

CORRECT DATA TYPE

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I drive my electric car and the car sends data to the manufacturer about my driving style.

TIME'S UP!

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THE DATA ICEBERG

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When you use the Internet, the Internet Protocol (IP) enables you to communicate and exchange data with other devices on the Internet. The IP defines the address of the device that should receive the data.

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THE DATA ICEBERG

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The correct answer is: Functional data

The Internet Protocol is an example of a protocol that your device needs to be able to use the Internet.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Functional data

The Internet Protocol is an example of a protocol that your device needs to be able to use the Internet.

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THE DATA ICEBERG

CORRECT DATA TYPE

When you use the Internet, the Internet Protocol (IP) enables you to communicate and exchange data with other devices on the Internet. The IP defines the address of the device that should receive the data.

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TIME'S UP!

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THE DATA ICEBERG

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I use a smartwatch to record various biomarkers. For example, the watch records my heartbeat and visualises the different heart rate zones I was in during an exercise.

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THE DATA ICEBERG

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The correct answer is: Visible analytical data

Your watch has a sensor that registers raw data: your heartbeat. From your heartbeat, the watch calculates heart rate zones and visualises this.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Visible analytical data

Your watch has a sensor that registers raw data: your heartbeat. From your heartbeat, the watch calculates heart rate zones and visualises this.

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THE DATA ICEBERG

CORRECT DATA TYPE

I use a smartwatch to record various biomarkers. For example, the watch records my heartbeat and visualises the different heart rate zones I was in during an exercise.

NEXT

TIME'S UP!

THE DATA ICEBERG

NEXT

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To listen to music I use the app Spotify where I create a profile from scratch, without using my social network account.

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THE DATA ICEBERG

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The correct answer is: Visible raw data

You provide the app Spotify with your personal details and the app saves this raw data into a profile of you.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Visible raw data

You provide the app Spotify with your personal details and the app saves this raw data into a profile of you.

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THE DATA ICEBERG

CORRECT DATA TYPE

To listen to music I use the app Spotify where I create a profile from scratch, without using my social network account.

NEXT

TIME'S UP!

NEXT

THE DATA ICEBERG

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I connect a mouse to my laptop by plugging it into the USB port. My laptop detects the mouse and sends packages of data from my mouse to the computer.

HH:MM:SS

THE DATA ICEBERG

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The correct answer is: Functional data

This is another example of a data stream between two devices: your mouse and laptop. A USB protocol ensures that data can be transferred back and forth in small packages.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Functional data

This is another example of a data stream between two devices: your mouse and laptop. A USB protocol ensures that data can be transferred back and forth in small packages.

NEXT

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THE DATA ICEBERG

CORRECT DATA TYPE

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I connect a mouse to my laptop by plugging it into the USB port. My laptop detects the mouse and sends packages of data from my mouse to the computer.

NEXT

TIME'S UP!

THE DATA ICEBERG

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To prepare for my next holiday I use my search engine to find nice walking routes in the area. My search engine stores the websites I visit, and the clicks and mouse movements on the websites.

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THE DATA ICEBERG

NEXT

The correct answer is: Invisible raw data

When you visit websites, you as a user create data: the entered website address, clicks, and mouse movements. This data is not visualised or shown to you.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Invisible raw data

When you visit websites, you as a user create data: the entered website address, clicks, and mouse movements. This data is not visualised or shown to you.

NEXT

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THE DATA ICEBERG

CORRECT DATA TYPE

To prepare for my next holiday I use my search engine to find nice walking routes in the area. My search engine stores the websites I visit, and the clicks and mouse movements on the websites.

NEXT

TIME'S UP!

NEXT

THE DATA ICEBERG

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I have booked a flight using my laptop and I received advertisements for hotels at the same destination on my mobile phone browser.

HH:MM:SS

THE DATA ICEBERG

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The correct answer is: Visible analytical data

When you booked your flight, this information was saved by your browser and linked to you. Based on the destination of your flight, your browser determines hotel recommendations and shows this information when you use the browser again on your mobile phone.

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THE DATA ICEBERG

WRONG DATA TYPE

The correct answer is: Visible analytical data

When you booked your flight, this information was saved by your browser and linked to you. Based on the destination of your flight, your browser determines hotel recommendations and shows this information when you use the browser again on your mobile phone.

NEXT

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THE DATA ICEBERG

CORRECT DATA TYPE

I have booked a flight using my laptop and I received advertisements for hotels at the same destination on my mobile phone browser.

NEXT

Your results:

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THE DATA ICEBERG

If you want to know more about what data is out there about you and which data is collected by companies, go here

Here you can find some tips to prevent the creation of data about your online behaviour and interactions with machines.

Try again?

Congratulations! You have worked your way through all 10 data-producing scenarios! We encounter interactions with machines regularly in our daily lives. As you might have experienced, it can be quite difficult to describe what data is produced. And not all data is visible, so being aware of invisible data types can help you in deciding what data you actually want to share!