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The Elasticity of
Analytics EthicsStéphane Hamel
Web Analytics Wednesday by IIH Nordics, Copenhagen
August 2020
Dr. Philip Kotler, 1972
“Marketing is the science
and art of exploring,
creating, and delivering
value to satisfy the need...
Data is the
new oil
• Unscrupulous digging
• Waste disposal
• Traceability
• Bi-products
• Oligarchy
Photo by Robin Sommer...
“To change politics you need
to change culture”
Photo by Joao Tzanno on Unsplash
Digital Marketing
& Analytics
Ethics Manifesto
• A personal initiative
• Superweek, Jan 2020
• 100’s of comments
• 40+ con...
Personal
data or nut?
98%
2%
Personal data
Nut! That's peanuts
Name, address, phone
LinkedIn Poll, August 2020, n=182
Personal
data or nut?
91%
9%
Personal data
Nut! That's peanuts
Email
LinkedIn Poll, August 2020, n=105
Personal
data or nut?
73%
27%
Personal data
Nut! That's peanuts
Social media handle
LinkedIn Poll, August 2020, n=131
Personal
data or nut?
81%
19%
Personal data
Nut! That's peanuts
IP Address
LinkedIn Poll, August 2020, n=113
Personal
data or nut?
81%
19%
Personal data
Nut! That's peanuts
Geolocation
LinkedIn Poll, August 2020, n=122
Personal
data or nut?
What can we learn from this?
Follow me on LinkedIn for the next ones!
LinkedIn.com/in/shamel
More co...
#NoConsentNoTracking
Our digital DNA
contractfortheweb.org
Principle 5:
Respect and
protect people’s
privacy and
personal data to
build online trust.
So people are in control of the...
All the world is made of faith,
and trust,
and privacy dust.
Stéphane Hamel
LinkedIn.com/in/shamel
Credits (the fine prints)
Copyright © 2020 by Stéphane Hamel
All rights reserved.
No part of this document may be used or ...
The Elasticity of Analytics Ethics - WaW Copenhagen, August 2020
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The Elasticity of Analytics Ethics - WaW Copenhagen, August 2020

Stéphane challenges what we take for granted and shares real-life examples of questionable ethics and malpractice which will hopefully make you think about your own red line, as a marketer, an analyst and a consumer.

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The Elasticity of Analytics Ethics - WaW Copenhagen, August 2020

  1. 1. The Elasticity of Analytics EthicsStéphane Hamel Web Analytics Wednesday by IIH Nordics, Copenhagen August 2020
  2. 2. Dr. Philip Kotler, 1972 “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.
  3. 3. Data is the new oil • Unscrupulous digging • Waste disposal • Traceability • Bi-products • Oligarchy Photo by Robin Sommer on Unsplash
  4. 4. “To change politics you need to change culture”
  5. 5. Photo by Joao Tzanno on Unsplash
  6. 6. Digital Marketing & Analytics Ethics Manifesto • A personal initiative • Superweek, Jan 2020 • 100’s of comments • 40+ contributors bit.ly/damanifesto
  7. 7. Personal data or nut? 98% 2% Personal data Nut! That's peanuts Name, address, phone LinkedIn Poll, August 2020, n=182
  8. 8. Personal data or nut? 91% 9% Personal data Nut! That's peanuts Email LinkedIn Poll, August 2020, n=105
  9. 9. Personal data or nut? 73% 27% Personal data Nut! That's peanuts Social media handle LinkedIn Poll, August 2020, n=131
  10. 10. Personal data or nut? 81% 19% Personal data Nut! That's peanuts IP Address LinkedIn Poll, August 2020, n=113
  11. 11. Personal data or nut? 81% 19% Personal data Nut! That's peanuts Geolocation LinkedIn Poll, August 2020, n=122
  12. 12. Personal data or nut? What can we learn from this? Follow me on LinkedIn for the next ones! LinkedIn.com/in/shamel More complex real-life scenarios coming up around #10.
  13. 13. #NoConsentNoTracking Our digital DNA
  14. 14. contractfortheweb.org
  15. 15. Principle 5: Respect and protect people’s privacy and personal data to build online trust. So people are in control of their lives online, empowered with clear and meaningful choices around their data and privacy. contractfortheweb.org
  16. 16. All the world is made of faith, and trust, and privacy dust. Stéphane Hamel LinkedIn.com/in/shamel
  17. 17. Credits (the fine prints) Copyright © 2020 by Stéphane Hamel All rights reserved. No part of this document may be used or reproduced in any manner whatsoever without the express permission of the author, except in brief quotations embodied in critical articles and reviews (with proper citation of source). No commercial use of this material is permitted. https://StephaneHamel.net shamel@immeria.net
  • MariumMalik4

    Mar. 17, 2021
  • ChadEMorgan

    Feb. 3, 2021

Stéphane challenges what we take for granted and shares real-life examples of questionable ethics and malpractice which will hopefully make you think about your own red line, as a marketer, an analyst and a consumer.

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