The elasticity of marketing & analytics ethics
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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.
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The elasticity of marketing & analytics ethics
- 1. The Elasticity of Marketing & Analytics Ethics Stéphane Hamel Superweek 2020
- 2. All the world is made of faith, and trust, and privacy dust. Adapted from J.M. Barrie, Peter Pan
- 3. Ethics Ethos (character) in Greek mores (customs) in Latin Define how individuals choose to interact with one another. What is considered to be right or wrong in society.
- 4. Responsibilities Philanthropic Ethical Legal Economic Foundation Codification of right/wrong What is right, just and fair. Avoid harm. Contribute resources to the community. Improve quality of life. Be profitable Obey the law Be ethical Be a good corporate citizen
- 5. Marketing has become a game of manipulation and deceit
- 6. “To change politics you need to change culture”
- 7. Desjardins & Equifax Like the sequel to a bad horror movie, the next villain is called Equifax.
- 8. #status
- 9. What Is It? A personal initiative... ● Follow ● Learn ● Contribute bit.ly/3ajz7Au
- 10. Analyst CEO/COO Implementation specialist Lawyer Marketer Privacy Officer Psychologist What’s Happening? Australia Belgium Brazil Canada Czech Republic Denmark Finland France Luxemburg Nigeria Spain Switzerland The Netherlands United States United Kingdom 39 100’s
- 11. Unprecedented level of contribution
- 12. Let’s chat After a long day of conference... 50 2h30m
- 13. What’s Wrong? … in our community ● Lack of understanding ● Misinformation ● Complexity ● Wrong assumptions ● User centricity … in the document ● Tone ● Not a real “manifesto” ● Errors/misinformations
- 14. What’s Next? ● A co-authored manifesto… or not! ● Case studies ○ Context ○ Considerations ○ Recommendations ● How will I make a living?
- 16. 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
- 17. Give people control over their privacy and data rights, with clear and meaningful choices to control processes involving their privacy and data ● Clear explanations of processes & their purpose ● Tools to manage data and privacy options
- 18. Support corporate accountability and robust privacy and data protection by design Carry out regular and pro-active data processing impact assessments 1. Minimize data collection, explicit & legitimate purposes, limit further processing 2. Support independent research & ensure good privacy practices 3. Controls over how data is collected and used, reviewable & adjustable 4. Develop and adopt relevant technologies
- 19. Make privacy and data rights equally available to everyone Give options to access content & use services to protect privacy 1. Reporting & escalation mechanisms for operations, products/services 2. Promote innovative business models 3. Clear and understandable policies and consent workflow, types & purpose of data explained 4. Clearly communicate any updates and changes regarding privacy policies or changes to products/services not in line with current privacy policies
- 20. Do No Evil Be Righteous
- 24. Join at slido.com #V912 Social Media Account Identifier?
- 26. Join at slido.com #V912 Browser or Search History
- 27. Join at slido.com #V912 Interactions with a Website, App or Ad?
- 28. Join at slido.com #V912 Work or Academic Information
- 30. Join at slido.com #V912 Empowered with millions of rich profiles, you work with a team of Data Scientists to build very effective marketing models targeting people who like a certain brand of shoes or chocolate.
- 31. Join at slido.com #V912 Are you using an ad blocker?
- 32. Join at slido.com #V912 Use marketing trackers in the authenticated section of a financial website.
- 33. Join at slido.com #V912 Trackers on a website providing free information about syphilis symptoms for men?
- 35. Join at slido.com #V912 Create a Facebook custom audience from your customer list
- 36. Join at slido.com #V912 A customer purchases something and at a later time, this data is used for marketing purposes
- 37. Join at slido.com #V912 Web Analytics data collection in our implementation is fully anonymized
- 38. Join at slido.com #V912 A bank uses anomaly detection to detect fraud
- 39. Join at slido.com #V912 A startup as found a way to leverage the mobile sensor API (no permission asked) to provide new marketing capabilities
- 40. GDPR, PIPEDA, OAIC, CCPA, WPA, PECR, RTFM...
- 41. Join at slido.com #V912 You are a California resident currently visiting the UK and you access a website located in Spain. Which legal framework is applicable?
- 42. Join at slido.com #V912 A European citizen visit an American website which do not present any opt-in/out. Privacy policy indicates visiting the site you automatically accept to be tracked and marketed to. The site uses Axiom.
- 43. Join at slido.com #V912 A EU citizen studying in Canada is visiting the website of a California-based corporation. Which law applies?
Notas do Editor
- Photo by Michael Walter on Unsplash
- The word “pixie” has been changed for “privacy”
- “odd patterns; that, for example, people who liked ‘I hate Israel’ on Facebook also tended to like Nike shoes and KitKats” https://www.theguardian.com/news/2018/mar/17/data-war-whistleblower-christopher-wylie-faceook-nix-bannon-trump
- Photo by Maksim Shutov on Unsplash
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