By Euler & Sam Gilbert
Overview
Data-driven targeting is one of the most powerful tools available to marketers – but in recent years it has also become one of the most controversial. In addition to complying with data protection laws, it is becoming increasingly important for Chief Marketing Officers (CMOs) to understand the ethical issues involved with targeting customers. In this whitepaper, Euler and data ethics expert Sam Gilbert explore why targeting is “under fire”, what the principles of ethical targeting are, and how organisations can put them into practice.
Contents include:
The Cambridge Analytica scandal
Data security risks
“Surveillance capitalism” and algorithmic bias
Can targeting be ethical
How targeting benefits individuals and society
Targeting with an ethical mindset
Ethics vs legality
Action plan for ethical targeting
If you are a CMO facing a dilemma connected to data-driven marketing, this whitepaper could give you the information you need to ensure you act ethically.
This whitepaper is a collaboration between Euler and Sam Gilbert, author of Good Data: An Optimist’s Guide to Our Digital Future.