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Do the Right Thing

Steve ManattMarch 02, 2015

Many marketing departments are often tasked with generating insights from mounds of data, most of which would not be considered sensitive. The goal, of course, is to optimize consumer experiences so that they are positive and relevant, and not just another flashy sale on the side for something you really could care less about.
What to do, then, when brands are able to predict sensitive data from non-sensitive data with sophisticated analytical processes? Remember, the result is a prediction, not an actual reported fact, but a prediction about a sensitive topic nonetheless. This practice raises a whole new set of questions about predictive results. For example, should we treat predictive data about sensitive conditions different from other forms of fact-based sensitive data? Should the individual have a say in the prediction?

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We know that consumer expectation usually moves faster than regulation, so it is of critical importance that marketers apply an ethical framework for data use in their initiatives. This is a huge opportunity for marketers to create trust with their customers and prospects. We believe that applying an ethical framework drives deeper engagement and more relevant offers, and strengthens brand affinity and loyalty. Who could ask for more? And all for doing the right thing.