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	<title>iPing Technology &#187; marketing</title>
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	<link>http://www.iping.org/blog</link>
	<description>Providing total network peace of mind.</description>
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	<itunes:summary>Yours hosts Mark and Hugh @ iPing chat about this weeks technology in review, looking at latest tech news that applies to business in Ireland</itunes:summary>
	<itunes:author>Mark Kelly, Hugh Mooney</itunes:author>
	<itunes:explicit>no</itunes:explicit>
	<itunes:image href="http://www.iping.org/blog/wp-content/uploads/powerpress/iping-podcast-logo.jpg" />
	<itunes:owner>
		<itunes:name>Mark Kelly, Hugh Mooney</itunes:name>
		<itunes:email>podcast@iping.org</itunes:email>
	</itunes:owner>
	<managingEditor>podcast@iping.org (Mark Kelly, Hugh Mooney)</managingEditor>
	<copyright>iPing Technologies Ltd</copyright>
	<itunes:subtitle>Technology Review in Ireland</itunes:subtitle>
	<itunes:keywords>tech, ireland, iping, technology, irish, mark, hugh</itunes:keywords>
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		<title>iPing Technology &#187; marketing</title>
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		<link>http://www.iping.org/blog</link>
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	<itunes:category text="Technology">
		<itunes:category text="Tech News" />
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		<item>
		<title>How important is it to Obfuscate your Data?</title>
		<link>http://www.iping.org/blog/2010/04/27/how-important-is-it-to-obfuscate-your-data/</link>
		<comments>http://www.iping.org/blog/2010/04/27/how-important-is-it-to-obfuscate-your-data/#comments</comments>
		<pubDate>Tue, 27 Apr 2010 12:23:15 +0000</pubDate>
		<dc:creator>Ted</dc:creator>
				<category><![CDATA[ESC: Eat, Sleep, Click]]></category>
		<category><![CDATA[data]]></category>
		<category><![CDATA[important]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[obfuscation]]></category>

		<guid isPermaLink="false">http://www.iping.org/blog/?p=140</guid>
		<description><![CDATA[Obfuscate: the concealment of intended meaning in communication, making communication confusing, intentionally ambiguous, and more difficult to interpret. Or to us normal people: Hide, and in this context: Hiding Data I really can’t stress enough how important this is. For any web-based service that allows the storage or presentation of information that could be misused [...]]]></description>
			<content:encoded><![CDATA[<blockquote><p>Obfuscate: the concealment of intended meaning in communication, making communication confusing, intentionally ambiguous, and more difficult to interpret.</p></blockquote>
<p>Or to us normal people: Hide, and in this context: Hiding Data I really can’t stress enough how important this is. For any web-based service that allows the storage or presentation of information that could be misused – that web-service should be obfuscating it’s data.</p>
<p><span id="more-140"></span></p>
<h3>Common Mistake</h3>
<p>The single most common mistake is that those creating the presentation and access layer (eg. The Web Developers) for that data often don’t understand what that data represents – to the web-developer it’s just information, in a table, in rows and columns that needs to be queried, filtered and presented</p>
<p>When there’s a lot of information to be processed there is almost always a unique identifier that’s used to filter all that information down to only a single result – ideally the result that corresponds to that unique user/item/profile.</p>
<p>The mistake made is that often that unique identifier is used as the primary key for data access and manipulation – without it being obfuscated!</p>
<p>eg.</p>
<ul>
<li>Your Phone Number</li>
<li>Your Mobile Number</li>
<li>Your Car License Plate</li>
</ul>
<h3>Surely this information isn’t important though?</h3>
<p>Think about the potential once it’s possible to gather enough of this data. What if someone was able to collect all the license plates for the cars in ireland? What if someone was able to collect all the mobile (cell) numbers for everyone in the country?</p>
<p>One word: Marketing</p>
<p>Or as it’s know to most of us: Spam</p>
<p>..and that’s just the best case…</p>
<h3>Surely important information is protected?</h3>
<p>It’s all down to context, or for want of a better description meta-data. If you don’t have the meta-data to process that information then there’s not much you can do with it.</p>
<p>And without the context for that information there’s no awareness that that data needs to be protected or obfuscated somehow.</p>
<h3>It can’t be that easy – can it?</h3>
<p>No?</p>
<ul>
<li>Lets take a very well known car manufacturer – ABC. (1 click)</li>
<li>Lets have a look at their Used Cars (1 click)</li>
<li>Want the chassis number of that car? No problem (1 click)</li>
<li>What the chassis number of every used car in the UK from ABC? (one line command at a linux prompt)</li>
</ul>
<p>We’ve contacted ABC cars to let them know about this and it will be interesting to see what they say…</p>
<div id="_mcePaste" style="position: absolute; width: 1px; height: 1px; overflow: hidden; top: 0px; left: -10000px;"><strong>Obfuscation</strong> is the concealment of intended <a title="Meaning" href="http://en.wikipedia.org/wiki/Meaning">meaning</a> in <a title="Communication" href="http://en.wikipedia.org/wiki/Communication">communication</a>, making communication <a class="mw-redirect" title="Confusing" href="http://en.wikipedia.org/wiki/Confusing">confusing</a>, intentionally <a title="Ambiguity" href="http://en.wikipedia.org/wiki/Ambiguity">ambiguous</a>, and more difficult to <a class="mw-redirect" title="Interpret" href="http://en.wikipedia.org/wiki/Interpret">interpret</a>.</div>
<p><a class="a2a_dd addtoany_share_save" href="http://www.addtoany.com/share_save?linkurl=http%3A%2F%2Fwww.iping.org%2Fblog%2F2010%2F04%2F27%2Fhow-important-is-it-to-obfuscate-your-data%2F&amp;linkname=How%20important%20is%20it%20to%20Obfuscate%20your%20Data%3F"><img src="http://www.iping.org/blog/wp-content/plugins/add-to-any/share_save_171_16.png" width="171" height="16" alt="Share/Bookmark"/></a> </p>]]></content:encoded>
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		</item>
		<item>
		<title>Google Dublin Website Clinic</title>
		<link>http://www.iping.org/blog/2010/02/17/google-dublin-website-clinic/</link>
		<comments>http://www.iping.org/blog/2010/02/17/google-dublin-website-clinic/#comments</comments>
		<pubDate>Wed, 17 Feb 2010 11:50:11 +0000</pubDate>
		<dc:creator>Mark</dc:creator>
				<category><![CDATA[Web Marketing]]></category>
		<category><![CDATA[dublin]]></category>
		<category><![CDATA[google]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[website]]></category>

		<guid isPermaLink="false">http://www.iping.org/blog/?p=123</guid>
		<description><![CDATA[If you are looking to improve your google page rank and you are based in Dublin this could be the opportunity for you. Just reading through brightspark-consulting blog and came across this event  It’s on Thursday 25 February in Google Headquarters from 7-8pm, Find out how you could improve the visibility of your site in [...]]]></description>
			<content:encoded><![CDATA[<p>If you are looking to improve your google page rank and you are based in Dublin this could be the opportunity for you.</p>
<p>Just reading through <a href="http://brightspark-consulting.com/blog/" target="_blank">brightspark-consulting blog</a> and came across this event  It’s on Thursday 25 February in Google Headquarters from 7-8pm,</p>
<div>Find out how you could improve the visibility of your site in the Google index and be found by more potential customers. <a href="https://sites.google.com/site/ringsendsiteclinic/home/sign-up-forum" target="_blank"></a>1 hour, free-of-charge site clinic session at the European Google Headquarters in Barrow Street, Dublin 4, on Thursday February 25th, 7 pm – 8 pm.</div>
<div><strong><strong> </strong></strong></div>
<div><strong><strong>Who can come?</strong> </strong></div>
<ul>
<li>Any business owner with their own website even IT support companies like iPing <img src='http://www.iping.org/blog/wp-includes/images/smilies/icon_wink.gif' alt=';)' class='wp-smiley' /> </li>
<li>No particular online experience required, all you need is a website</li>
<li>It’s completely free</li>
<li>The event is limited to 50 participants only on a first-come, first-served basis</li>
</ul>
<p>Definitely worth it if you can get a place.  <a href="https://sites.google.com/site/ringsendsiteclinic/home">Sign up here.</a></p>
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