The article in this week’s readings regarding uncertainty in big data analytics brings to light
several possibilities where errors may exist in data due to noise, incompleteness, or
inconsistency. Considering the market basket approach presented in Chapter Three of the course
text, write a 4-5 page, APA 7th edition-formatted paper discussing where potential errors or
ethical challenges may exist in data gathered and used for marketing purposes. For example, in
2012, Target’s data analytics discovered that a teen girl was pregnant before her family knew
based on purchase history and began sending related advertisements. Identify 2-3 ethical and
legal issues surrounding the collection of consumer data and consumer privacy. How might these
issues impact areas such as diversity, equity, inclusion, or targeting of social groups? Address
what steps a business may take to clean their data or reduce inconsistencies.
Category: Web Analytics
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Title: Ethical and Legal Challenges in Marketing Data Analytics: Ensuring Diversity, Equity, and Inclusion