ATTENTION: This session requires advance signup to attend. For Online Schedule: Please utilize the RSVP link below the description to reserve your seat. For SXSW GO App: Use the RSVP 'Find a Timeslot' link. You must have a SXSW Interactive, Gold, or Platinum badge to attend, and, you must have an activated SXsocial account (social.sxsw.com) to reserve a seat. If you have any issues with signing up, please email support@sxsw.com. VERY IMPORTANT: Because of the limited space, we recommend you arrive at least 15 minutes prior to the published start time of this session. If you have not checked in at the room you RSVPed for at least five minutes prior to the session start time, you may lose your seat to an attendee in the waiting list line.

Our data has become one of the most valuable commodities in the world; which also places it at the nexus of rich debates around use, privacy, and application. Many will say, don't track or collect my personal data, but find me the fastest route, find me if I'm lost, and personalize everything for me.

As people, we can be a bit egocentric about our data, explicit with our opinions, and eccentric with our desired experiences of innovation. Collect and use my data the way I want you to, when I want you to, how and where I want you to. But, what is the impact and implication when those human values, emotions and desires shift? What responsibilities lie with the consumer, the developer, the enterprise, the technology, policy and society? Who defines real world value and applications? How do we navigate through the schizophrenia of conflicting needs, and the data that seems to lie at the center of it? This is a not to be missed discussion, or cage fight, that impacts everyone.