From the course: Consumer Behavior Analytics for Marketing
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Data ethics: Protecting consumer privacy
From the course: Consumer Behavior Analytics for Marketing
Data ethics: Protecting consumer privacy
- Beyond legal regulations, ethical principles guide how businesses use data to respect individual rights while still using data to satisfy our customers and drive growth. Marketers must go beyond simple compliance. We have to adopt a proactive consumer-first approach to using data ethically. Data ethics has five cornerstones: transparency, minimal use, security, fairness, and consent. At the heart of data ethics is transparency. Consumers should know what data you collect, why you collect it, and how it will be used. A clear and accessible privacy policy is crucial. Privacy policies should use plain language to explain data practices, giving consumers the confidence to engage with your brand. Another core principle is minimal use or minimization: only collect the data you truly need to understand your market, personalize offers, and deliver good service. For example, don't ask for a date of birth to give someone a birthday coupon. Ask only for their birth month. That can help build…
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