This document discusses the ethics of analytics and data use. It begins with a quote about marketing and the value of understanding customer needs. It then notes concerns around the unrestricted collection and use of personal data, likening it to the issues surrounding oil extraction. Several polls show that most people still view their personal data as more valuable than peanuts. The document advocates for principles of consent and privacy in online data use and ends by emphasizing the importance of trust and consent in building an ethical digital world.
Presentation version of the paper "Data is our Future, Welcome to the Age of Infomagination" by Matt Sadler (full paper available here: http://infomagination.typepad.com/files/matt-sadler---infomagination-1.pdf)
Annual Summit for Digital Innovation in Education 2019Rosie Crompton
To attract and engage students, universities and colleges must focus on broader youth marketing trends. By taking inspiration from the most successful consumer youth brands, institutions will be able to ensure that they understand the motivations, habits, lives and behaviours of this audience. By embracing these perspectives, institutions will be able to optimise online student marketing strategies through innovative and groundbreaking campaigns, increasing conversions as a result.
The Annual Summit for Digital Innovation in Education 2019 welcomed speakers from Stripe Partners, Google, Facebook, L'Oreal, the International School of Management and JCDecaux.
Digital Analytics : 'Less Ink, More Think'Ahmad Abdullah
This presentation was delivered to a group of professional (doing a certification in analytics). This presentation aims to imbibe a culture of thinking like a digital analyst.
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.
Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.
Aspetti tecnici per la ottimizzazione di un sito web per posizionarsi sui motori di ricerca - Link Building - Differenza tra traffico proveniente dai Social Media e Ricerche organiche
Cultivating a technology-driven cultureYekemi Otaru
My presentation at IoT Oil & Gas Europe 2016 in Aberdeen, Scotland. Our speakers included Maersk Oil, Statoil and MOL Group. Focus on data analytics and digital innovation, the need for cultural changes to sustain the impact of IoT/innovation
Brand Marketing Summit - Learning to Drop the Filthy CurveballKeith Hernandez
The era of publishers selling real estate to brands is over and the new way to partner is by building a strong perspective on the world and why you exist. We examine the trends in Millennial and Gen Z consumption, social causes and creativity to show why the best publishers and brands moving forward start with their purpose and build partnerships on POV.
Presentation version of the paper "Data is our Future, Welcome to the Age of Infomagination" by Matt Sadler (full paper available here: http://infomagination.typepad.com/files/matt-sadler---infomagination-1.pdf)
Annual Summit for Digital Innovation in Education 2019Rosie Crompton
To attract and engage students, universities and colleges must focus on broader youth marketing trends. By taking inspiration from the most successful consumer youth brands, institutions will be able to ensure that they understand the motivations, habits, lives and behaviours of this audience. By embracing these perspectives, institutions will be able to optimise online student marketing strategies through innovative and groundbreaking campaigns, increasing conversions as a result.
The Annual Summit for Digital Innovation in Education 2019 welcomed speakers from Stripe Partners, Google, Facebook, L'Oreal, the International School of Management and JCDecaux.
Digital Analytics : 'Less Ink, More Think'Ahmad Abdullah
This presentation was delivered to a group of professional (doing a certification in analytics). This presentation aims to imbibe a culture of thinking like a digital analyst.
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.
Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.
Aspetti tecnici per la ottimizzazione di un sito web per posizionarsi sui motori di ricerca - Link Building - Differenza tra traffico proveniente dai Social Media e Ricerche organiche
Cultivating a technology-driven cultureYekemi Otaru
My presentation at IoT Oil & Gas Europe 2016 in Aberdeen, Scotland. Our speakers included Maersk Oil, Statoil and MOL Group. Focus on data analytics and digital innovation, the need for cultural changes to sustain the impact of IoT/innovation
Brand Marketing Summit - Learning to Drop the Filthy CurveballKeith Hernandez
The era of publishers selling real estate to brands is over and the new way to partner is by building a strong perspective on the world and why you exist. We examine the trends in Millennial and Gen Z consumption, social causes and creativity to show why the best publishers and brands moving forward start with their purpose and build partnerships on POV.
Social media in the risk adverse education sectorSTUART HOWIE
How do employees in a risk adverse workplace reconcile the positives of using social media with the restrictions of their organisation? Here's a Flame Tree Media presentation on finding the right balance in the education sector - a minefield of reputational and other threats. This presentation also gives some cool facts and insights into social media as it stands now - platform by platform.
Creative destruction versus Creative EvangelisationDinis Guarda
What is our human singularity? What is creativity in a digitalised, nano technology - IoT world?
Creative destruction refers to the incessant product and process innovation mechanism by which new production units replace outdated ones. It was coined by Joseph Schumpeter (1942), who considered it 'the essential fact about capitalism'.
What is Creative Evangelisation?
Preaching of the gospel or the practice of giving information about a particular doctrine or set of beliefs to others with the intention of converting others. Using digital tools and channels!
Presentation by Dinis Guarda, CEO of Ztudium and Founder of Intelligenthq.com
Presentación de Harper Collins para Innodata, celebrado el 2 de julio de 2015 en Madrid y organizado por Adigital.
https://www.adigital.org/eventos/innodata/
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
Is Creativity the Key to Connection - Future of Social Media Forum 2018craig mack
I recently spoke at IBR Conferences Future of Social Media Strategy Forum in Sydney on May 31 and again on June 1 for a live podcast with Hot and Delicious.
I looked at the future, and present, of social media strategy and content from a perspective that is often undervalued - the value and role of creativity.
Read more about this talk: https://craigontoast.com/2018/06/13/if-marketing-is-all-art-and-science-is-creativity-the-key-to-connection/
Listen to the Podcast with Hot and Delicious: https://hotndelicious.com/2018/06/05/future-social-media-2018-conference-hot-delicious-rocks-the-planet-live-podcast/
Craig Mack is a social media and content strategist, Head of Social Media at Colloquial @ JWT, blogger, model and Ambassador for suicide prevention charity R U OK. With broad experience in social media, digital and content, from all client, agency and talent sides he has a unique view of and approach to social media. Whether developing strategy, building and engaging communities, creating content, running paid social campaigns, working with influencers or analysing data, thinking creatively and putting the audience first to deliver results, is the lens he looks through.
KnowCrunch - Digital & Social Media Strategy - Team 2Knowcrunch
KnowCrunch graduates of the Professional Diploma in Digital & Social Media in Athens (May ‘19), worked for a few hours and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/31yEXth
The Future Travel Consumer (Amadeus Retail Summit 2019)Scott Bales
My keynote slides for the recent Amadeus Retail Summit 2019 in Bangkok, where we explored the forces that are re-shaping the travel industry. Everything from OTA, NDC, Direct and experiential travel. I've hidden the slides I didn't use. For more details email me: scott@innovationlabs.asia
ThinkNow Social Media & Digital Usage Report 2018ThinkNow
In our newest report, Social Media & Digital Usage in 2018, done in conjunction with mitu, we take a closer look at the latest social media and digital trends across all U.S. consumers. The study contents include the following:
# Daily Device Usage - Hispanics Vs. NH Whites
# Daily Digital Activity - Hispanics Vs. NH Whites
# Digital Insights - Hispanics Vs. NH Whites
# Smartphone & TV Usage by Daypart
and more...
Why social media is still the heart of digital marketingEleazar Santos
Given the Cambridge Analytica scandal, the implementation of the new General Data Protection Regulation (GDPR) and awareness of privacy concerns, marketers may face obstacles in their digital strategies to reach consumers.
Are we tired of social media? We are definitely not. A snapshot of the current social media landscape shows we are steady on its use either in terms of information consumption, entertainment, product research, and shopping.
Social media is the heart of our marketing strategies, if we rely on smart social. We have to be relevant to our audiences, to connect on their preferred means and to make data (structured and unstructured ones) available to the whole organization.
More on Rebel Thinking: https://www.goodrebels.com/why-social-media-is-the-heart-of-digital-marketing/
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
Less than 40% of marketers describe their content marketing programs as effective. To help understand what consumers want from their content, we conducted an in-depth consumer survey and used ScribbleLive Insights to analyze the effectiveness of a number of top brands.
In this presentation, Ural Cebeci and Larry Levy walk you through everything from consumers’ favorite content type (social media), to how much they trust branded content (44% don’t) and which brands are getting it right.
The deck from our take on SXSW 2014 held at iris towers back in early April. My talks cover: 21st century content craft, brands as digital anthropologists and living in an automated world.
Engage 2015 London - Art and Science of Digital MarketingRuchika Hassan
With the fast changing digital marketplace and audience behaviour, it is essential for marketers to marry the Art and Science, Data and Creative, Magic and Logic of marketing to connect the dots and bridge the gap between programmatic and brand marketing to create lasting consumer relationship.
The future of marketing isn't Big Data & AI, it's not yet another social media network or some magic technology. The future of marketing is about problem solving, critical thinking, creativity, a sense of ethics and all those irreproducible things that makes us unique and human.
Watch the full presentation on YouTube: https://youtu.be/RhN3kv_-Llw
The Doomsday Upon Us, Marketing Festival, Prague, March 2019Stéphane Hamel
Is marketing "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" or, thanks to data, machine learning & AI, has it crossed the fine line of manipulating audiences for the benefit of the few?
More Related Content
Similar to The Elasticity of Analytics Ethics - WaW Copenhagen, August 2020
Social media in the risk adverse education sectorSTUART HOWIE
How do employees in a risk adverse workplace reconcile the positives of using social media with the restrictions of their organisation? Here's a Flame Tree Media presentation on finding the right balance in the education sector - a minefield of reputational and other threats. This presentation also gives some cool facts and insights into social media as it stands now - platform by platform.
Creative destruction versus Creative EvangelisationDinis Guarda
What is our human singularity? What is creativity in a digitalised, nano technology - IoT world?
Creative destruction refers to the incessant product and process innovation mechanism by which new production units replace outdated ones. It was coined by Joseph Schumpeter (1942), who considered it 'the essential fact about capitalism'.
What is Creative Evangelisation?
Preaching of the gospel or the practice of giving information about a particular doctrine or set of beliefs to others with the intention of converting others. Using digital tools and channels!
Presentation by Dinis Guarda, CEO of Ztudium and Founder of Intelligenthq.com
Presentación de Harper Collins para Innodata, celebrado el 2 de julio de 2015 en Madrid y organizado por Adigital.
https://www.adigital.org/eventos/innodata/
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
Is Creativity the Key to Connection - Future of Social Media Forum 2018craig mack
I recently spoke at IBR Conferences Future of Social Media Strategy Forum in Sydney on May 31 and again on June 1 for a live podcast with Hot and Delicious.
I looked at the future, and present, of social media strategy and content from a perspective that is often undervalued - the value and role of creativity.
Read more about this talk: https://craigontoast.com/2018/06/13/if-marketing-is-all-art-and-science-is-creativity-the-key-to-connection/
Listen to the Podcast with Hot and Delicious: https://hotndelicious.com/2018/06/05/future-social-media-2018-conference-hot-delicious-rocks-the-planet-live-podcast/
Craig Mack is a social media and content strategist, Head of Social Media at Colloquial @ JWT, blogger, model and Ambassador for suicide prevention charity R U OK. With broad experience in social media, digital and content, from all client, agency and talent sides he has a unique view of and approach to social media. Whether developing strategy, building and engaging communities, creating content, running paid social campaigns, working with influencers or analysing data, thinking creatively and putting the audience first to deliver results, is the lens he looks through.
KnowCrunch - Digital & Social Media Strategy - Team 2Knowcrunch
KnowCrunch graduates of the Professional Diploma in Digital & Social Media in Athens (May ‘19), worked for a few hours and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/31yEXth
The Future Travel Consumer (Amadeus Retail Summit 2019)Scott Bales
My keynote slides for the recent Amadeus Retail Summit 2019 in Bangkok, where we explored the forces that are re-shaping the travel industry. Everything from OTA, NDC, Direct and experiential travel. I've hidden the slides I didn't use. For more details email me: scott@innovationlabs.asia
ThinkNow Social Media & Digital Usage Report 2018ThinkNow
In our newest report, Social Media & Digital Usage in 2018, done in conjunction with mitu, we take a closer look at the latest social media and digital trends across all U.S. consumers. The study contents include the following:
# Daily Device Usage - Hispanics Vs. NH Whites
# Daily Digital Activity - Hispanics Vs. NH Whites
# Digital Insights - Hispanics Vs. NH Whites
# Smartphone & TV Usage by Daypart
and more...
Why social media is still the heart of digital marketingEleazar Santos
Given the Cambridge Analytica scandal, the implementation of the new General Data Protection Regulation (GDPR) and awareness of privacy concerns, marketers may face obstacles in their digital strategies to reach consumers.
Are we tired of social media? We are definitely not. A snapshot of the current social media landscape shows we are steady on its use either in terms of information consumption, entertainment, product research, and shopping.
Social media is the heart of our marketing strategies, if we rely on smart social. We have to be relevant to our audiences, to connect on their preferred means and to make data (structured and unstructured ones) available to the whole organization.
More on Rebel Thinking: https://www.goodrebels.com/why-social-media-is-the-heart-of-digital-marketing/
Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.
Less than 40% of marketers describe their content marketing programs as effective. To help understand what consumers want from their content, we conducted an in-depth consumer survey and used ScribbleLive Insights to analyze the effectiveness of a number of top brands.
In this presentation, Ural Cebeci and Larry Levy walk you through everything from consumers’ favorite content type (social media), to how much they trust branded content (44% don’t) and which brands are getting it right.
The deck from our take on SXSW 2014 held at iris towers back in early April. My talks cover: 21st century content craft, brands as digital anthropologists and living in an automated world.
Engage 2015 London - Art and Science of Digital MarketingRuchika Hassan
With the fast changing digital marketplace and audience behaviour, it is essential for marketers to marry the Art and Science, Data and Creative, Magic and Logic of marketing to connect the dots and bridge the gap between programmatic and brand marketing to create lasting consumer relationship.
The future of marketing isn't Big Data & AI, it's not yet another social media network or some magic technology. The future of marketing is about problem solving, critical thinking, creativity, a sense of ethics and all those irreproducible things that makes us unique and human.
Watch the full presentation on YouTube: https://youtu.be/RhN3kv_-Llw
The Doomsday Upon Us, Marketing Festival, Prague, March 2019Stéphane Hamel
Is marketing "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" or, thanks to data, machine learning & AI, has it crossed the fine line of manipulating audiences for the benefit of the few?
The elasticity of marketing & analytics ethicsStéphane Hamel
Stéphane is a veteran of Superweek and each year he brings a forward-looking topic which challenges the way we do our work - he brought us his famous digital analytics maturity model and the radical analytics manifesto, and last year he scared the sh*t out of us by demonstrating how machine learning could be leading us closer to an impeding doomsday. This year, Stéphane will continue where he left last year and dig into real-life examples of questionable ethics and malpractice which will hopefully make you think about your limits and where the red line is for you, as an analyst and as a consumer.
On his first visit he shared the Digital Analytics Maturity Model, next came the Radical Analytics Manifesto, and after skipping a year, he is back in force with interesting stories about digital transformations, customer centricity, use and abuse of data, and the secret life of digital analysts.
Radical Analytics, Web à Québec, Mars 2017 (français)Stéphane Hamel
« Marketing strategy », « Big Data », « digital analytics », Internet des Objets… en voulez-vous du data, en v’là! En principe, l’analytique devrait permettre aux gestionnaires marketing et autres de prendre des décisions plus éclairées. Pourtant, après des années à définir des objectifs et des indicateurs de performance, à mesurer, à produire des rapports et des tableaux de bord, la majorité des entreprises tirent le diable par la queue. Peut-être est-ce le temps de changer notre façon de faire?
Info complémentaires: https://bit.ly/radicalanalytics
Radical Analytics, Superweek Hungary, January 2017Stéphane Hamel
We have been doing it all wrong… the idea was to gather business requirements from stakeholders, define KPIs, and create a solution design. The thing is… either your stakeholders (if client side) or clients (if agency) do not have a clue or they do not know how to properly articulate their needs. Do not ask them!
Instead, take the lead - be the expert; Show them the light; pave the way!
In this presentation, Stéphane Hamel, a recognized industry leader and author of the Digital Analytics Maturity Model, will propose a radical new approach to digital analytics. He will share tricks and examples that could transform the way you do your job. Utopia or Nirvana? It will be yours to decide!
If you believe web analytics means defining objectives, reporting on KPIs, seeking executive buy-in, and embracing a data-driven culture, your ROI is likely sneaking out the back door. If you hope to dive into an ocean of data and find that one golden nugget of wisdom that will transform the organization, good luck.
Mainstream web analytics are dead. It’s time to get radical!
Naitre et Grandir - Enhanced eCommerce for MediaStéphane Hamel
In this project, we implemented Google Analytics Enhanced Ecommerce features to better understand audience interests, engagement and readership levels for a content-rich, non-profit website.
---
The client, Naître et Grandir, is funded and published by the Fondation Lucie et André Chagnon, a Quebec philanthropic society whose mission is to prevent poverty.
Naître et Grandir mission is to support Quebec parents in their role, from conception to 5 years with reliable source of information and scientifically validated content.
They are independent in regards to its content and has no profit objective or commercial interests. In this context, we considered articles to be their "products" - a powerful way to measure and demonstrate the value they offer to their audience.
A contrarian view of Tag Management SystemsStéphane Hamel
Presented at eMetrics San Francisco 2015.
While everyone believe Tag Management Systems are the next best thing since sliced bread (at least, TMS vendors believe so!), I offer a different point of view based on my own experience and feedback gleaned from clients and consultants.
Measuring your Organization's Digital Analytics MaturityStéphane Hamel
Presented at the eMetrics Marketing Optimization Summit, Boston, fall 2013.
- Definitions of analytics & analysis
- How a "model" can help
- Six critical process areas to win at digital analytics
- Benchmark
- Real-life example
- Homework :)
More info at http://DigitalAnalyticsMaturity.org
Big Data: What it means for the future of the digital analystStéphane Hamel
eMetrics Toronto presentation - 2013/03/20. Some Big Data concepts and how they can reasonably be applied today (and in the future) by digital analysts.
10 years of hard learned analytics wisdom in 20 minutesStéphane Hamel
eMetrics Tour 2013 - sharing concepts and lessons learned about developing and growing a data-driven culture and the importance of digital analytics within the organization.
Mythbusting Google Analytics - debunking a few myths about Google Analytics, supported by market research and concluding with an intro of the Online Analytics Maturity Model.
eMetrics Industry Insight (Washington D.C., 081020)Stéphane Hamel
Web Analytics vendors market shares for a random sampling of 120,000 web sites as well as the Top 500 Online Retail sites in the US.
View accompanying comments at http://blog.immeria.net/2008/10/wasp-market-research-top-500-online.html
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie WellsRosie Wells
Insight: In a landscape where traditional narrative structures are giving way to fragmented and non-linear forms of storytelling, there lies immense potential for creativity and exploration.
'Collapsing Narratives: Exploring Non-Linearity' is a micro report from Rosie Wells.
Rosie Wells is an Arts & Cultural Strategist uniquely positioned at the intersection of grassroots and mainstream storytelling.
Their work is focused on developing meaningful and lasting connections that can drive social change.
Please download this presentation to enjoy the hyperlinks!
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
Announcement of 18th IEEE International Conference on Software Testing, Verif...
The Elasticity of Analytics Ethics - WaW Copenhagen, August 2020
1. The Elasticity of
Analytics EthicsStéphane Hamel
Web Analytics Wednesday by IIH Nordics, Copenhagen
August 2020
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.
4.
5. Data is the
new oil
• Unscrupulous digging
• Waste disposal
• Traceability
• Bi-products
• Oligarchy
Photo by Robin Sommer on Unsplash
8. Digital Marketing
& Analytics
Ethics Manifesto
• A personal initiative
• Superweek, Jan 2020
• 100’s of comments
• 40+ contributors
bit.ly/damanifesto
14. 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.
17. 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
18. All the world is made of faith,
and trust,
and privacy dust.
Stéphane Hamel
LinkedIn.com/in/shamel
Welcome!
To me, every conference is a source of inspiration, an opportunity to question what I do, a venue to meet real-life human beings instead of talking to a machine.
But we’re going through exceptional times… I was really looking forward to be there with you in Copenhagen, but it will be for another time.
Instead, I have to contend with having people online from all over Europe, North America and elsewhere. Not that bad either!
We heard how brands everywhere needs to adapt and evolve. Digital transformation is more then a trend, it’s a matter of survival. Our perceptions of what matter and our values, at a personal or professional level, are being challenged. In statistical terms, we’re literally going through a shock.
Our role as digital marketers, analysts or data scientists has shielded us, at least for now and for most of us, from unemployment.
The pandemic has forced us to reflect on our values, what we do, who we love, how we work…
I want us to take the next 45 minutes to reflect on one specific aspect of our role: ethics.
Those who know me already know I’m a long-term digital analytics advocate. Over the past two years I have taken a turn toward privacy and ethics. Not that I’m against digital analytics, far from it, but I’m for the ethical use of data.
I’m not as knowledgeable about GDPR as other people, I’m no lawyer, I have a technical background but others are much more advanced than I am when it comes to configuring GA or GTM.
But there’s a thing or two I can share based on 25 years of web experience and 30+ years working with data to understand behavior and optimize business processes.
I had the chance to meet Christopher Wylie, the Cambridge Analytica whistleblower. Spending half an hour with him, alone in a backstage room, and interviewing him on stage in front of 1,500 marketers, was a big turning point for me.
I could talk about this for a several hours, but one thing Christopher shared is how a super cool job can turn into a nightmare that has global consequences.
Honestly, I’m worried about the future. And I think by the end of this presentation, you should be to.
So let’s start with a very simple thing – since I’m teaching to Marketing Masters and MBAs.
How do YOU define marketing?
The best products or services for the benefits of your customers, at a reasonable profit? Really? As it was defined almost 50 years ago by Kotler?
It’s pretty much how it is presented to future marketers and managers.
---------
https://www.linkedin.com/pulse/taking-advantage-data-without-people-rik-van-der-kooi/
https://kotlermarketing.com/phil_questions.shtml#answer3
Image: http://osmanfatihcengiz.com/philip-kotlerin-ardindan/
Or, maybe, like me, you feel it has turned into “how can I manipulate target audiences so they do what I want them to do?”
In fact, as we find ways to activate more and more data, we put ourselves in a position with consumers that I would describe as “fueling the crisis of trust”.
By being less transparent than we should be, by not doing enough to educate consumers or to self-regulate, and with so many data leaks and abuses, we act against consumers and ultimately our own best interests.
------
Image : https://freedomfightersblog.com/2018/02/22/puppet-strings/
For ordinary people not living in our data bubble, Cambridge Analytica was the first, shocking demonstration of what happens when data is abused at scale.
We are all data people; we are all marketers – don’t tell me you wouldn’t be thrilled to work with a dataset of 87M rich profiles… because you would be lying.
What got them isn’t the fact they collected all this data – the technology allowed it, it was clever, it was sneaky, but it worked.
It’s not even the fact they used the data – to the contrary, they had very smart data scientists like Christopher Wylie.
So, then, what was the real problem?
The real issue, in my opinion, is ordinary people found out about it!
In a way, it’s all good until consumers realize they don’t have control – it’s all good until people realize they fell to propaganda.
As marketers, we’re all dependent on data just like we’re still dependent on oil to fuel our cars.
-------
Image: https://obamawhitehouse.archives.gov/blog/2011/04/21/president-s-facebook-town-hall-budgets-values-engagement
https://www.businessinsider.com/data-hacks-breaches-biggest-of-2018-2018-12#7-cambridge-analytica-87-million-15
https://medium.com/analytics-vidhya/analyzing-medium-posts-to-understand-impact-of-cambridge-analytica-scandal-5841f46703d6
https://www.adweek.com/digital/a-researchers-quiz-app-deceptively-harvested-data-for-political-research-facebook-alleges/
https://www.news.com.au/technology/online/social/if-trump-gets-reelected-this-will-probably-have-a-lot-to-do-with-it/news-story/b85dedb7a346bb438883cf83fc53e60f
https://www.computerweekly.com/news/252487600/Oracle-and-Salesforce-sued-over-online-ad-tracking
https://www.oracle.com/data-cloud/products/data-management-platform/
In fact, “data is the new oil” is just too good an analogy!
Greed often lead to unscrupulous digging on private or protected lands
The half-life of data is very short, and few companies truly have plans for proper disposal
Once in the Big Data pipeline, traceability becomes almost impossible
The primary purpose of data collection is quickly forgotten in favor of analysis bi-products
And at a global level, just like oil, data is controlled and processed by an oligarchy
What about the other Cambridge out there? Experian claims to have 300M profiles from 126M households, more than 50 years of historical information, thousands of attributes, interests and attitudes – and is being used by political parties.
Oracle and Salesforce are being sued over online ad tracking. Oracle BlueKai promises to offer cross-device, ID graph and a data ecosystem with over 300 partners to chose from… try to figure out where your data will end up!
-----
Image: https://www.carbonbrief.org/analysis-decc-budget-details-show-limited-scope-for-cuts/stock-oil-refinery-night-uk-scotland
If you thought: Hell yes! Super cool!
You should know that during my interview of Christopher Wylie, he said he uncovered “odd patterns; that, for example, people who liked ‘I hate Israel’ on Facebook also tended to like Nike shoes and KitKats”
Don’t ask me why… the super fancy machine learning algorithm said so!
https://www.theguardian.com/news/2018/mar/17/data-war-whistleblower-christopher-wylie-faceook-nix-bannon-trump
As a digital marketer and analyst, what is YOUR limit?
We comfort ourselves by hearing no evil, seeing no evil, speaking no evil.
We comfort ourselves by saying “I have nothing to hide”
“The info is already public anyway”
“Any technology can be used for good or evil”
“Everybody does it”
-------
Image: https://unsplash.com/photos/1NacmxqfPZA
It’s things like this that got me curious about data ethics.
I thought naively I could make my working document available, expecting a few people to chime in.
In turned into a fascinating experiment.
Don’t be fooled.
Regardless of GDPR, ePrivacy, ITP or whatnot, at the end of the day, would you give your DNA to anyone? After all, your DNA alone seems pretty innofensive if it’s not tied to your personal identity, isn’t it?
Yet, your DNA could be used in some many abusive ways.
Our digital DNA is the same – even when it’s not tied to our identity, at the end of the day, there’s only one unique combination of attributes which represents us.
And this can also be used in some many ways, some of which we don’t even suspect today.
The word “pixie” has been changed for “privacy”
As a consumer, when will you say, “that’s enough”!
Your behavior is being scrutinized; your data is being pulled in all directions without the ability to see what’s at the other end of the forces pulling it.
---
Image: https://unsplash.com/photos/0ujNS9PMFhM
Take a simple example - are you using an ad blocker?
While 25 to 30% of the general population block ads, when I ask the question to audiences of marketers and data people like yourself, the ratio is much higher – typically over 50% and sometimes up to 80%.
Isn't it odd that we don't want to do upon ourselves what we impose to our visitors, users and customers? We want data but we don't want to share our own? Maybe because we know how the machine works!
--------
Image: https://unsplash.com/photos/fhilsHdHa9s
Let’s face it – we played with our toys for 10 to 15 years – we despised IT while we enjoyed accessing nice 3D pie-charts – well… they looked nice at the time!
The last time marketers were so excited was when the BLINK HTML tag was introduced!
But in any case, those were supposed to show without a shadow of a doubt what a fantastic job we could do for the business.
----
http://www.ymex.se/stat-adv/
https://www.lexiconn.com/ecommerce/shopsite/urchin.html
Web analytics followed the path of the Web Master.
It was democratized.
Everybody and their dog jumped on the bandwagon.
Who in his right mind wouldn’t want to be data driven, right?
Of course we complained about data quality and lack of management buy-in because somehow, complaining is just part of the job.
But one thing for sure - we didn’t miss an opportunity to claim loud and clear how WE were so smart, how WE were so brilliant and destined to spend more on technology than any CIO or CTO and were naturally destined to reign on the CEO throne.
Web analytics was renamed “digital analytics”, because… because you have to follow the trend, don’t you?
Actually, it’s a ploy that has been used by vendors and consultants for decades: define a new terminology around your discipline to make it sound special and justify your fees!
Big Data now! That was fun for a while, but it was all about the technology – it sounded too IT. Machine Learning and AI is the new craze – long live data scientists! That’s the real thing!
We are eager to make it our own, or at least pretend to be the new Gods of data.
But let me ask you a question – why do you do all of this?
Would you say your organization is customer centric?
Of course it is!
Is your organization data driven – or I should say « data informed » ?
I bet it is, or it’s trying very hard to be!
Ok! Just between us, nobody is listening, tell me, what precisely are you doing which demonstrates you are customer centric and data driven?
It’s a difficult question to answer – but I trust you – or at least, you aspire to use the latest and greatest technology to become more customer centric and more data driven, aren’t you?
What if I offered you a cool job where you had accesss to tens of millions of rich profiles and be tasked to optimize marketing campaigns for a brand of chocolate bars, or a brand of shoes. Would you do it?
That’s why we need strong ethics.
I’m not talking about regulations, I’m really talking about ethics which goes beyond the law.
You can comply witht he law but still do unethical things.
Like this comment I read recently about server-side GTM being "a great way to face the problem that the new updates in Safari or Firefox are bringing to limit the cookies and tracking »
THAT would be the biggest mistake of all! Server-side tracking doesn't alleviate your responsibility toward transparency, respecting your users desire for privacy and following regulations...