Keynote talk at 2nd International Conference on Automotive User Interfaces and Interactive Vehicular Applications (AutomotiveUI 2010), 11-12 November, 2010, Pittsburgh, PA What To Do With 100 Million GPS Points John Krumm Microsoft Research Redmond, WA USA Tire treads! Joke The one about the guy who joins a monastery History of My Cars 1974 VW Super Beetle 1992 Nissan 300ZX 1986 Honda CRX 2003 BMW M3 6 years 700 vehicles/people 155 million GPS points GPS Data Jon Froehlich – U. Washington GPS Data Sources Garmin Geko 201 ~ $120 each 10,000 point memory 55 units RoyalTek RBT-2300 ~ $55 each 400,000 point memory 300 units 317 “Regular” Vehicles 252 Paratransit Vans 64“Regular” People 99 Microsoft Shuttles New updates are ready to install Updates for your computer have been downloaded from Windows Update. Click here to review these updates and install them. With Eric Horvitz, Microsoft Research Example Analysis: Driver Destinations 250 volunteer drivers 2-4 weeks each 13,000 trips Private vehicle data around Seattle, WA USA Destinations vs. Time of Day New Destinations vs. Time of Day Driver Destinations Destinations vs. Day of Week New Destinations vs. Day of Week Applications • When to suggest a new destination • When to offer routing help • When to be quiet New Destinations 4 Rate of decline vs. demographics • Single vs. partner – no difference • Children vs. no children – no difference • Extended family nearby or not – no difference • Gender – women decline faster than men New Destinations Visited 3.5 3 2.5 2 1.5 1 0.5 0 0 1 2 3 4 5 6 Days Into Survey 7 8 9 10 11 12 Data Collection Incentives • 1 in 100 chance of winning $200 MP3 player • Your choice of any Microsoft product • $ 0.50/day • Map with your data Privacy • Easy to find volunteers, some unsolicited • 21 of 32 agreed to anonymous sharing on Web (http://research.microsoft.com/~jckrumm/GPSData2009/) Other Sources? • Taxis • Delivery (packages, pizza) • Garbage trucks Who Is Using Data Like This? Dash Express (discontinued) Inrix (going strong) Use GPS data to assess traffic WAZE GPS to assess traffic and make maps OpenStreetMap GPS + aerial images + out-of-copyright maps + people What Are We Doing? Prediction – Where are you going? When will you be home? Privacy – What’s the risk of GPS data? How do people feel? How to solve? Roads – How can we infer a road map from GPS data? New updates are ready to install Updates for your computer have been downloaded from Windows Update. Click here to review these updates and install them. Location Prediction Navigation Device as Constant Companion • Gas prices • Traffic • Flow • Accidents Better with • Road construction location prediction • Points of interest • Available parking • Advertising Use Route Planning? GM’s OnStar subscribers ask for directions for about 1% of their trips1,2 Video: Why Men Don’t Ask for Directions 1 2 Automotive Engineering International, July 2008, pp. 34-36 US DOT (http://www.bts.gov/programs/national_household_travel_survey/daily_travel.html) Efficient Driving (1) (2) p=0.63 that a cellto-cell transition will decrease time to destination (from observing GPS trips) (3) Median Error of Destination Prediction 30 Error (km) 20 10 0 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 Fraction of Trip Completed 0.8 0.9 1 ? p = (.63)(.63)(.63)(1-.63)(1-.63) NEW UPDATES AVAILABLE!! A Relevant Cartoon Other Destination Clues Destination Frequency vs. Ground Cover emergent herbacous wetlands woody wetlands orchard perennial ice small grains row crops bare rock fallow urban high intensity residential transitional quarry pasture water grasslands mixed forest shrubland deciduous forest evergreen forest low intensity residential commercial US Geological Survey 0 0.1 0.2 0.3 0.4 Normalized Frequency Ground Cover Personal Destinations Prediction Error vs. Trip Fraction 6000 0.25 0.2 0.15 0.1 0.05 0 0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 Trip Tim e (m inutes) > 39 Median Prediction Error (meters) Normalized Frequency Trip Tim e Distribution 5000 Complete data model Open-world model Simple closed-world model 4000 3000 2000 1000 0 Trip Time Distribution With Eric Horvitz, Microsoft Research 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 Trip Fraction Result: 2 km median error after ½ of trip 1 Better Prediction? Time of day and day of week Influence of destination types p(restaurant) > p(dentist) Route prediction Time and Location Priors From “American Time Use Survey” (ATUS) 2003-2008 1 Bus 0.9 Subway/train Walking 0.8 Car, truck, or motorcycle (driver) Someone else's home Unspecified mode of transportation 0.7 Airplane Other mode of transportation 0.6 Taxi/limousine service 0.5 Bicycle Respondent 's workplace Boat/ferry 0.4 Car, truck, or motorcycle (passenger) Post Office 0.3 Bank Library 0.2 Unspecified place Respondent 's home or yard Gym/health club 0.1 Place of worship Grocery store 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 Hour of Day 14 15 16 17 18 19 20 21 22 23 Outdoors away from home Joke The one about the prisoners telling jokes Route Prediction Predict turns with Markov model Basic Approach Markov Model tycdbgwdfcdbeaxcdbwadcdbgwaxoxcdbgpmccdbwv tycdbgwdfcdbeaxcdbwadcdbgwaxoxcdbgpmccdbwv What Comes After "cdb"? 0.6 0.5 3rd 0.4 probability order Markov model trained from data 0.3 0.2 0.1 New updates are ready to install 0 e g These are some of our best updates ever. We are sure w you will enjoy them. Basic Approach Markov Model tycdbgwdfcdbeaxcdbwadcdbgwaxoxcdbgpmccdbwv tycdbgwdfcdbeaxcdbwadcdbgwaxoxcdbgpmccdbwv What Comes After "cdb"? 0.6 0.5 3rd 0.4 probability order Markov model trained from data 0.3 0.2 0.1 0 e g w M-Ahead Prediction Accuracy Prediction Accuracy vs. Road Segments Predicted 1 0.9 0.8 Prediction Accuracy 0.7 0.6 Each road segment is 237.5 meters (0.15 miles) 0.5 Experimental Result 0.4 Random Guess (direction known) 0.3 Random Guess (direction unknown) 0.2 0.1 0 1 2 3 4 5 6 7 Road Segments Predicted into Future 8 9 10 Prediction Sequence for Route String together sequence of turn predictions to predict whole route Generic Turn Prediction Predict which way someone will turn • No record of their behavior • No record of anyone’s behavior at this turn Turn Proportions GREAT UPDATES, REALLY! “Tube” sensor for traffic counts Basic Idea Assume more popular Assume less popular Candidate destinations (83,353 road segments) Candidate destinations (close up) Basic Algorithm Find which destinations are best reached by which turn direction Works OK 0.250 Median Proportion Error All Turn Counts Most Recent Turn Counts 0.200 • “Trip Time Weights” performs best • Better on most recent turn counts 0.150 0.100 0.050 0.000 Basic Triangles Trip Time Probabilities Trip Time Weights Survey: Estimate when you will be • Home sleeping • Home awake • Away from home Time of Day (hour) How Good are People at Predicting Home/Away? 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Sunday sleeping sleeping sleeping sleeping sleeping sleeping awake home away away away away away away away away away awake home awake home awake home awake home awake home awake home awake home sleeping Monday sleeping sleeping sleeping sleeping sleeping sleeping awake home awake home awake home away away away away away away away awake home awake home awake home awake home awake home awake home sleeping sleeping Tuesday sleeping sleeping sleeping sleeping sleeping sleeping sleeping awake home awake home away away away away away away away away awake home awake home awake home awake home awake home sleeping sleeping Day of Week Wedneday sleeping sleeping sleeping sleeping sleeping sleeping sleeping awake home awake home awake home away away away away away away awake home awake home awake home awake home awake home awake home sleeping sleeping Thursday sleeping sleeping sleeping sleeping sleeping sleeping sleeping awake home awake home awake home away away away away away away away away away awake home awake home awake home awake home sleeping • How good are people at anticipating their home/away state? • 34-person user survey • Goal: use GPS to control home heating for better efficiency Friday sleeping sleeping sleeping sleeping sleeping awake home awake home away away away away away away away away away away awake home awake home awake home awake home awake home awake home awake home Saturday awake home sleeping sleeping sleeping sleeping sleeping sleeping sleeping sleeping awake home awake home awake home awake home awake home away away away away away awake home awake home awake home awake home awake home We Can Do Better Time of Day Sunday GPS Study • 12 households • 34 people • GPS logger for 8 weeks 12:00 AM 12:30 AM 1:00 AM 1:30 AM 2:00 AM 2:30 AM 3:00 AM 3:30 AM 4:00 AM 4:30 AM 5:00 AM 5:30 AM 6:00 AM 6:30 AM 7:00 AM 7:30 AM 8:00 AM 8:30 AM 9:00 AM 9:30 AM 10:00 AM 10:30 AM 11:00 AM 11:30 AM 12:00 PM 12:30 PM 1:00 PM 1:30 PM 2:00 PM 2:30 PM 3:00 PM 3:30 PM 4:00 PM 4:30 PM 5:00 PM 5:30 PM 6:00 PM 6:30 PM 7:00 PM 7:30 PM 8:00 PM 8:30 PM 9:00 PM 9:30 PM 10:00 PM 10:30 PM 11:00 PM 11:30 PM Monday 0.050 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.149 0.376 0.600 0.567 0.383 0.400 0.388 0.376 0.400 0.721 0.750 0.600 0.600 0.600 0.600 0.595 0.333 0.333 0.305 0.167 0.167 0.167 0.167 0.108 0.000 0.000 0.000 0.000 Tuesday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.001 0.807 1.000 1.000 1.000 0.833 0.857 0.857 0.993 1.000 1.000 1.000 1.000 1.000 1.000 1.000 0.985 1.000 0.897 0.500 0.600 0.368 0.200 0.314 0.500 0.429 0.429 0.302 0.286 0.172 0.143 0.143 0.000 0.000 0.000 0.000 Day of Week Wednesday Thursday 0.000 0.000 0.000 0.000 0.000 0.000 0.002 0.000 0.012 0.000 0.035 0.000 0.075 0.000 0.133 0.000 0.209 0.000 0.300 0.000 0.404 0.000 0.515 0.000 0.625 0.000 0.728 0.371 0.812 0.427 0.934 0.583 0.999 0.649 0.294 0.797 0.091 0.560 0.200 0.546 0.443 0.429 0.833 0.637 0.833 0.804 0.714 0.625 0.714 0.581 0.714 0.714 0.714 0.714 0.714 0.714 0.714 0.667 0.714 0.667 0.667 0.729 0.650 0.712 0.571 0.440 0.709 0.336 0.612 0.251 0.429 0.375 0.510 0.599 0.532 0.429 0.418 0.371 0.250 0.384 0.220 0.286 0.125 0.286 0.125 0.206 0.053 0.143 0.000 0.143 0.000 0.200 0.000 0.250 0.000 0.000 Friday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.001 0.170 0.461 0.565 0.587 0.379 0.090 0.000 0.341 0.571 0.400 0.400 0.703 0.750 0.750 0.750 0.714 0.714 0.559 0.498 0.429 0.519 0.506 0.571 0.460 0.429 0.313 0.250 0.290 0.343 0.202 0.143 0.143 0.000 0.000 Saturday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.007 0.032 0.084 0.171 0.298 0.471 0.692 0.962 0.964 0.875 0.875 0.810 0.714 0.514 0.571 0.571 0.574 0.541 0.400 0.500 0.352 0.310 0.315 0.250 0.328 0.250 0.151 0.142 0.125 0.125 0.125 0.125 0.290 0.351 0.375 0.375 0.375 0.333 0.400 0.667 0.667 0.453 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.182 0.200 0.200 0.011 0.101 0.189 0.368 0.375 0.348 0.287 0.345 0.143 0.208 0.427 0.375 0.148 0.125 0.143 0.000 0.143 0.053 0.000 0.094 0.143 0.143 0.143 0.143 0.143 0.143 0.143 Generic Weekday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.001 0.002 0.073 0.132 0.061 0.002 0.000 0.000 0.219 0.322 0.252 0.255 0.325 0.357 0.324 0.294 0.283 0.250 0.160 0.099 0.043 0.000 0.007 0.125 0.085 0.080 0.073 0.081 0.083 0.095 0.053 0.000 0.000 0.000 0.000 Learned probability of being away from home • Function of time of day and day of week • Much better at predicting home/away than persons themselves Prediction Summary Predict Destination • Efficient driving • Other cues Efficient Driving US Geological Survey Predict Route • Markov model • Generic Time of Day Sunday 12:00 AM 12:30 AM 1:00 AM 1:30 AM 2:00 AM 2:30 AM 3:00 AM 3:30 AM 4:00 AM 4:30 AM 5:00 AM 5:30 AM 6:00 AM 6:30 AM 7:00 AM 7:30 AM 8:00 AM 8:30 AM 9:00 AM 9:30 AM 10:00 AM 10:30 AM 11:00 AM 11:30 AM 12:00 PM 12:30 PM 1:00 PM 1:30 PM 2:00 PM 2:30 PM 3:00 PM 3:30 PM 4:00 PM 4:30 PM 5:00 PM 5:30 PM 6:00 PM 6:30 PM 7:00 PM 7:30 PM 8:00 PM 8:30 PM 9:00 PM 9:30 PM 10:00 PM 10:30 PM 11:00 PM 11:30 PM Monday 0.050 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.149 0.376 0.600 0.567 0.383 0.400 0.388 0.376 0.400 0.721 0.750 0.600 0.600 0.600 0.600 0.595 0.333 0.333 0.305 0.167 0.167 0.167 0.167 0.108 0.000 0.000 0.000 0.000 Tuesday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.001 0.807 1.000 1.000 1.000 0.833 0.857 0.857 0.993 1.000 1.000 1.000 1.000 1.000 1.000 1.000 0.985 1.000 0.897 0.500 0.600 0.368 0.200 0.314 0.500 0.429 0.429 0.302 0.286 0.172 0.143 0.143 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.002 0.012 0.035 0.075 0.133 0.209 0.300 0.404 0.515 0.625 0.728 0.812 0.934 0.999 0.294 0.091 0.200 0.443 0.833 0.833 0.714 0.714 0.714 0.714 0.714 0.714 0.714 0.667 0.650 0.571 0.709 0.612 0.429 0.510 0.532 0.418 0.250 0.220 0.125 0.125 0.053 0.000 0.000 0.000 0.000 Day of Week Wednesday Thursday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.371 0.427 0.583 0.649 0.797 0.560 0.546 0.429 0.637 0.804 0.625 0.581 0.714 0.714 0.714 0.667 0.667 0.729 0.712 0.440 0.336 0.251 0.375 0.599 0.429 0.371 0.384 0.286 0.286 0.206 0.143 0.143 0.200 0.250 0.000 Friday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.001 0.170 0.461 0.565 0.587 0.379 0.090 0.000 0.341 0.571 0.400 0.400 0.703 0.750 0.750 0.750 0.714 0.714 0.559 0.498 0.429 0.519 0.506 0.571 0.460 0.429 0.313 0.250 0.290 0.343 0.202 0.143 0.143 0.000 0.000 Saturday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.007 0.032 0.084 0.171 0.298 0.471 0.692 0.962 0.964 0.875 0.875 0.810 0.714 0.514 0.571 0.571 0.574 0.541 0.400 0.500 0.352 0.310 0.315 0.250 0.328 0.250 0.151 0.142 0.125 0.125 0.125 0.125 0.290 0.351 0.375 0.375 0.375 0.333 0.400 0.667 0.667 0.453 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.182 0.200 0.200 0.011 0.101 0.189 0.368 0.375 0.348 0.287 0.345 0.143 0.208 0.427 0.375 0.148 0.125 0.143 0.000 0.143 0.053 0.000 0.094 0.143 0.143 0.143 0.143 0.143 0.143 0.143 Generic Weekday 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.001 0.002 0.073 0.132 0.061 0.002 0.000 0.000 0.219 0.322 0.252 0.255 0.325 0.357 0.324 0.294 0.283 0.250 0.160 0.099 0.043 0.000 0.007 0.125 0.085 0.080 0.073 0.081 0.083 0.095 0.053 0.000 0.000 0.000 0.000 Predict Occupancy Markov Route Generic Turn Proportions 1 0.8 Future • Behavioral priors • Prediction service 0.6 0.4 0.2 0 0 2 4 6 8 10 12 14 16 18 20 22 Hour of Day Prediction Service Joke The one about the ugly baby Location Privacy How do people feel about location privacy? What are the risks? Solve location privacy with fake trips? People Don’t Care About Location Privacy • 74 U. Cambridge CS students • Would accept £10 to reveal 28 days of measured locations (£20 for commercial use) (1) • 226 Microsoft employees • 14 days of GPS tracks in return for 1 in 100 chance for $200 MP3 player • 62 Microsoft employees • Only 21% insisted on not sharing GPS data outside • 11 with location-sensitive message service in Seattle • Privacy concerns fairly light (2) • 55 Finland interviews on location-aware services • “It did not occur to most of the interviewees that they could be located while using the service.” (3) (1) Danezis, G., S. Lewis, and R. Anderson. How Much is Location Privacy Worth? in Fourth Workshop on the Economics of Information Security. 2005. Harvard University. (2) Iachello, G., et al. Control, Deception, and Communication: Evaluating the Deployment of a Location-Enhanced Messaging Service. in UbiComp 2005: Ubiquitous Computing. 2005. Tokyo, Japan. (3) Kaasinen, E., User Needs for LocationAware Mobile Services. Personal and Ubiquitous Computing, 2003. 7(1): p. 70-79. Real Data at Stake Collected GPS data from 32 people in 12 households over 2 months Visit 1 Visit 2 Two months With A.J. Brush and James Scott, Microsoft Research Willingness to Share 21/32 participants signed consent forms allowing us to publicly share an anonymized version of the data they collected during the study with data removed around their home. This data is now available online http://research.microsoft.com/~jckrumm/GPSData2009/ New updates are ready to install We know where you live JOHN KRUMM of REDMOND, WASHINGTON Favorite Location Services Would you trade your GPS data to Microsoft for one of these services? All participants (32) said they would trade for at least one service. Help determine where bus routes should be Tell you about traffic jams before you get there Tell drivers where traffic is slow Control your home thermostat to save energy Help businesses locate to high traffic areas Estimates of your impact on the environment Recommend local places you might like … 94% 91% 88% 72% 72% 65% 62% … Sell Us Your GPS Data How much would we (Microsoft) have to pay you for 1 month of your GPS data? $10 roughly same result (2006) $50 $100 $250 Favorite Obfuscation Methods Mix with nearby others’ data 16 Delete around home Add random noise Discretize Subsample in time 15 14 12 10 8 8 7 6 4 2 2 0 0 Mixing Delete home Random noise Discretize Subsample What is the Risk? 1. Can anonymous GPS tracks be used to infer someone’s identity? 2. If so, how much do we have to corrupt the data to stop the attack? Anonymized GPS tracks Privacy Attack Anonymized GPS tracks Infer home location Reverse white pages for identity Find Home Location Last Destination – median of last destination before 3 a.m. Median error = 60.7 meters (Algorithm 1 of 4 tried) Find Who Lives There New updates are ready to install know you’re at CMU in GATES-HILLMAN Reverse White Pages lookup (free public API fromWeMicrosoft) 6115 in PITTSBURGH, PENNSYLVANIA GPS Tracks to Home Address/Identity GPS Tracks MapPoint Web Service reverse geocoding Home Location (60 meters) Home Address (12%) Identity (5%) Windows Live Search reverse white pages Why Not Better? • Measurements • Inaccurate GPS • Missing GPS (parking structure) • Error in home-finding algorithms • Database • Inaccurate reverse geocoding • Outdated/inaccurate white pages • Subject Behavior • Parking away from home • Multiunit buildings White Pages Search for Nam e at Address Different Name at Address 11% M ultiunit Building 13% Successfully Found 33% Address Not Found 43% Look up name associated with subjects’ self reported address Joke The one about the jewelry Countermeasure: Add Noise original Effect of added noise on address-finding rate σ= 50 meters noise added Countermeasure: Discretize original Effect of discretization on address-finding rate snap to 50 meter grid Countermeasure: Cloak Home 1. Pick a random circle center within “r” meters of home 2. Delete all points in circle with radius “R” Anonymized GPS Data 1. Simple algorithms can extract identity from anonymized GPS tracks 2. Corruption-based countermeasures need lots of corruption False Trips Make N false location reports to confuse attacker GPS mobile device true report false reports 1000 False Trips Learn simulation parameters from GPS data Realistic • Endpoints • Speeds • Routes • GPS noise Privacy Summary People don’t care about location privacy People are willing to trade their location data for money or services It takes a lot of obfuscation to protect anonymized GPS data We can potentially confuse an attacker with realistic false trips GPS to Road Map Raw GPS traces Road map Crowdsource GPS traces from everyday vehicles Why Do This? Data Expensive Roads Change Navteq New updates are ready to install 29 October 2009 Tele Atlas I highly recommend these updates. – Bill Gates Find Lane Structure colored by separate trips With Yihua Chen, University of Washington (now at Google) • 4 lanes on the left and 2 lanes on the right • No clear cluster can be observed due to GPS noise Gaussian Mixture Model Count and locate lanes noisy GPS traces Gaussian mixture sampling cross sections For a 2-lane road Gaussian Mixture Model Specialized Gaussian Mixture Model • Equal lane widths • Equal GPS noise in each lane • Complexity penalty sensitive to expected lane width • New EM algorithm for fitting Advantages • Faster to fit model • Better at counting lanes • More consistent results from lane to lane (1) (2) (3) Find Intersections Shape descriptor With Alireza Fathi, Georgia Tech Increment bins where GPS trace intersects Detected Intersections Intersection detector Detected intersections and roads GPS data ROC curve From GPS to Routable Road Map Refine noisy GPS data into a routable road network (1) raw gps With Lili Cao, UC Santa Barbara (2) clarified traces (3) merged into roads Routable Road Map Demo (Lili Cao) Map Summary Lane structure Intersection detector Routable road map Future • Road names • 1-way vs. 2-way • Turn restrictions • Traffic controls Personalized Routes Percentage of trips in our data for which the driver’s actual route matched the… Shortest route: 27% Fastest route: 31% MapPoint route: 39% Neither shortest nor fastest: 60% Four routes from A to B, all different: Empirically fastest MapPoint plan Shortest distance Driver’s route With Julie Letchner, U. Washington (now Microsoft) and Eric Horvitz, Microsoft Research Personalized Routes New routes: • Sensitive to traffic speeds • Prefer previously driven roads • More often the route actually driven Personalized Routes Next Drivers have many criteria for choosing a route Minimize: cost = α1(driving time) + α2(# of left turns) + α3(complexity) + α4(scenery) + α5(# of traffic lights) + … Infer αi from multiple trip observations Why Risk Death With a Competing Product? 2001-2006 highway traffic fatalities Trip time Probability of Death 0.001% Probability of Death 100% Joke The one about the doctor who phones his patient End New updates are ready to install Rebooting your computer now. We hope you’re not doing anything important.