Data Mining, or The Defense of Facebook and The Joys of Coupons

Before you get into this blog, go to a new window and Google "Data Mining."  Go ahead.  I'll be here when you get back. 

So you noticed that there are a couple of companies that have bought space at the top to tell other companies that there is real gold in your virtual identities.  Next, you probably noticed that there was some basic info on what data mining is and how it works.  Then there are literally millions of links for and against it, and companies who do it.  At one extreme, Madison Avenue is clamoring to know who you are, what you do, where you shop, why you do what you're doing,  and most importantly, are you reliable enough to do it again?  At the other extreme are the conspiracy theorists who believe that any information you give exposes you to corporate and government moles who burrow deep into your psyche and control your mind.  My conclusion?  Both are right and maybe it's not all bad.

Think of your Facebook profile and what information it offers.  Mine says what company I work for, where I went to school, many of my interests, political and religious views, and what movies and television shows I watch.  For example, I watch Family Guy.  This provides a wealth of info for advertisers which will then allow them to advertise to me.  Besides having the sense of humor of a 12 year old boy, I am most likely male, age 20-45, college educated, earn between $50k and $125k, own my home, have a mortgage and am also likely to play MMORPGs (think: World of Warcraft).  This data is crosschecked through other surveys that people like me may have taken and then verified through other websites I visit. Commercials that appear on Family Guy (on television) use the info they've collected to customize their message to me.  Too bad for them, I also have TiVo.  But the ads on the sidebar of Facebook also use the info collected.  So I have offers recommending products like what I would see if I watched the TV commercials.  Facebook will also advertise to me what my friends have indicated that they like, too.  If I like you and you like that company X's product, I may like it, too.

"But this is a food blog," you say.  "You are rambling." 

I'll bring it on home now.  Have you ever been offered a customer loyalty card at your local supermarket?  If you swipe your card, you get a discount off of many products.  But guess what else they're doing: Yep.  Data mining.  They know how you shop and what you're likely going to buy in the future.  King Soopers will print out coupons tailored to my shopping interests.  As a matter of fact, my savvy and fiscally responsible wife saved 20% off of our last grocery bill ($35 from $175).  Suddenly, eating well isn't nearly so expensive!  The downside, however, is they also know when we're most like to go to the store.  If people like us most often go shopping once a week on a Saturday, and people like us regularly buy meat, cheese, eggs, milk, veggies and fruit, and toilet paper, we may have coupons for some of these things but an additional advertised sale may only run Monday through Friday.  (Click here for more information on how you could be sorted.)

So I am one of the willing masses who recognizes the trade offs between giving advertisers what they want in exchange for giving me what I want.  But if you fall into another camp of cocooning and insulation, please be aware: your smart phone, your credit and debit cards, your shopping habits, your GPS, your internet, Facebook, Foursquare, Twitter and LinkedIn accounts, and even your address and phone number already give away many of your secrets.  There is little refuge for the wary.  Having said that, and having confessed my willingness to be exploited, I leave you with this caution: "Understand and be aware."  And, "When in doubt, follow the money trail."

Our coupon-saved cuisine tonight:

BBQ Pork Ribs
3 lbs rack of Pork Ribs (or Pork Shoulder Ribs, sliced by the butcher)
Salt and Pepper, to taste
BBQ Sauce (see the recipe, below)

Sprinkle salt on the ribs and let rest while you build the two-level fire in your grill.  Cook the ribs on high heat, rotating every 2-3 minutes until each side has the right amount of sear.  Move the ribs to the cool side, season with pepper and continue to cook at a low heat for another 40 minutes.  (Add cherrywood to the coals for a good smokey flavor at this stage.)

Remove from the grill, spoon on the hot BBQ sauce, and let rest, covered, for 10 minutes.

BBQ Sauce
2 tablespoons butter
1 large Onion, diced
1 large clove Garlic, minced
1/4 teaspoon Salt
1/4 cup Ketchup
1/3 cup (packed) Dark Brown Sugar
8oz Beer
1 teaspoon Hot Sauce
2 tablespoons Cider Vinegar
1 Bay Leaf

In a small sauce pan over medium high heat, melt the butter and saute the onions and garlic until they become translucent. 
Sprinkle in the salt.  Add the rest of the ingredients, stirring constantly and bring to a simmer.  Reduce the heat to low and continue to let it bubble gently.  Keep stirring as it reduces.  As the liquid slowly evaporates out of it, the flavors concentrate and become much deeper. 

The sauce can be refrigerated in a sealed contained for up to a couple of months.

Corn Bread
1/4 cup plus 1 teaspoon of your best Fat (I'm using Lard or a combination of Bacon Drippings and Vegetable Shortening)
3/4 cup Yellow Corn Meal
1 1/4 cups All Purpose Flour
1/2 teaspoon Salt
3 teaspoons Baking Powder
3 tablespoons White Sugar
1/8 teaspoon Cayenne Pepper
1 Egg, beaten
1 cup Milk

In a heavy, oven-proof skillet (cast iron works great!) add the fat and put it in the oven.  Set the oven to 400 degrees. 

Whisk the dry ingredients together in a large bowl.  When the oven reaches 400 degrees, add the milk and egg to the dry ingredients and stir until combined.  Swirl the fat around in the skillet, coating the sides and bottom completely.  Dump the rest into the batter and stir to combine.  Pour the batter into the skillet, giving it a shake (to get the air bubbles out and settle in the pan) and put the skillet back in the oven for 20-25 minutes. 

Remove it from the oven but slice it and and let it rest in the pan.  Serve hot with butter and honey.