The Ethics of
Data-driven Marketing

by Euler & Sam Gilbert



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.


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