Data Monetization Exercise

Name(s):__Yeji Kim____

Read the KU's License Plate Registration system policy below.  

Answer the two questions below:

In this exercise, we are considering ways KU Parking & Transit could monetize the data they
collect/own/analyze within their Parking and Transit system.

1. Thinking about the stakeholders of KU (those entities that are impacted by KU):

a. What businesses, organizations, and individuals (within KU and external to KU) would find
KU Parking and Transit data useful (list at least three (3)?  

KU parking directors, KU student support department, and Kansas police department could
use the KU Parking and Transit data useful.

b. For each of the three you list above, explain how could these stakeholders use the data…
what are some applications where could use the data or find it useful?

First, KU parking directors can use data to make decisions on how much parking tickets should
be and managing parking facilities. For KU student support department, they can use that data
for student retention. For example, by tracking the data how much student stayed and which
parking lot they used, analysis will show student’s focus on classes, whether having low or
high attendance rate. Lastly, by capturing driver’s license plate when entering parking lot,
Kansas police department can find out if it is stolen car or car that is bought legally.
 
2.  List and discuss three (3) recommendations you would make to KU about the data and potential
monetization of data contained in the KU Parking & Transit database.  As part of your answer, think
about how businesses can use data for competitive advantage and for data-driven decision
making...there is making money, optimizing business processes, providing services and so on.

Since by LPS systems capture car, KU Parking & Transit database will have data of how many cars are
currently in parking lot. By opening that certain data to students with total space, it would provide
much better services for them. It is because it is easy to find out whether parking lot is congested or
not. Furthermore, using the data KU P&T collected and if there are several cars that park in long-term
so that it makes parking lot go jammed often, KU Parking & Transit can make higher of the monthly
parking fee which will lead to making more money in return. Lastly, since getting the driver’s license
plate KU Parking & Transit and Kansas police station can together already monitor road laws that
student meet and violate. Not just from law enforcement viewpoint but if KU student support
department utilize this and make special education to that student, they can prevent further
possibility of crime that student can make and in turn will make student’s college overall life better.
KU LICENSE PLATE RECOGNITION SYSTEM AND POLICY

KU Parking & Transit (KU P&T) utilizes license plate recognition hardware and software (“LPR”) for parking
enforcement and main campus access control.

Locations

LPR data is collected on University of Kansas streets and parking lots. LPR data is also collected at each of the
three entry stations on campus. These fixed camera locations are generally active from 7:45 am to 5:00 pm,
Monday through Friday. Additionally, KU P&T utilizes a number of mobile vehicle-mounted systems which are
driven by trained personnel in parking locations throughout the university.

Data Collected

The LPR system captures two photos of observed vehicles: (1) a context photo of the vehicle and its immediate
surroundings and (2) a photo of the license plate. Typically, these photos are taken from the rear of the
vehicle, although there are occasions where a photo is taken from the front. The photos are not of a resolution
that allows identification of the vehicle occupants. Along with the photographic data, the system also records
the global positioning system coordinates and date/time information of the observation. Further software
processing of the license plate image generates an alphanumeric version of the license plate number which is
also stored with the record.

Use of Data

The intended use of data collected by the LPR system is for parking access control and parking enforcement.
LPR data is used to determine a vehicle’s access permissions in a given parking area and support the issuance
of a parking citation if needed. Users of campus parking will register their license plate number and this will be
recognized as a virtual parking permit.

Data Retention

Data collected by the LPR system not resulting in parking enforcement action or not part of an ongoing law
enforcement investigation is deleted after 120 days. Data resulting in parking enforcement action is retained to
support the citation.

Access to Records
Access to records created and maintained by the LPR system is restricted to trained KU P&T personnel
performing their duties. Access will be granted to law enforcement personnel at KUPS with proper subpoena.
All personnel with access to the system use unique identifiers and passwords to access records and all login,
record additions, and other activity is logged. Access to the system by others is prohibited.

Determining what data we have about you

Students, faculty and staff with KU identifications may view their own parking account through the MyKU
portal. The parking account includes vehicles you have registered, parking permits you have purchased,
citations issued to your vehicle, and LPR photos for such citations.

______________________________________________________________________________