Digital Marketing Analytics and Ethics

Digital Marketing Analytics and Ethics
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The advancement in technology has enabled companies to collect consumer’s information regarding their behaviors as well as affinities. This allows them to determine the best products and the demographics to target as well as the products that fit each category of consumers (Hopkins, 2016). This is the reason why consumers find themselves being served with ads that match their desires and they wonder how companies determine their preferences and tastes. While digital marketing analytics is beneficial to both the consumers and companies, there are some concerns regarding the privacy of consumers as well as the information being sold to companies. Many have wondered the amount of intrusiveness that is worth the benefits that come with marketing analytics. Companies collecting data assert to dissociate the data obtained with the identity of individuals (Kenny, Pierce & Pye, 2012). However, this has never been effective since there are numerous methods by which it can be re-associated to where it came from. These companies should prevent leakage of consumer data as this can be misused.
Digital marketing analytics have advantages and disadvantages to the consumers. The first advantage it has is that companies used the data to create more customized and centered advertising which helps consumers to find what they need easily (Xia, 2010). Secondly, firms use the data collected to assess the products and improve them to meet the needs of the consumers.

In spite of the benefits, data analytics impact consumers negatively. Companies at times make wrong conclusions regarding the taste and preferences of consumers using the data collected (Xia, 2010). This makes it difficult for consumers to get the desired products that meet their needs and demands. If I were a business owner, I would collect consumer’s data such as age, hobbies, gender, and habits such as propensity to shop. I will then use this data to determine the products that fit each category of consumers. Apart from that, this data can help me improve the products so that it meets the needs and expectations of my consumers. References
Hopkins, J. (2016). Effectiveness, Efficiency, and Ethics of Marketing Analytics. Retrieved from HYPERLINK “https://scholars.unh.edu/cgi/viewcontent.cgi?article=1290&context=honors” https://scholars.unh.edu/cgi/viewcontent.cgi?article=1290&context=honors
Kenny, R., Pierce, J., & Pye, G. (2012, January). Ethical considerations and guidelines in web analytics and digital marketing: a retail case study. In AiCE 2012: Proceedings of the 6th Australian Institute of Computer Ethics conference 2012 (pp. 5-12). Australian Institute of Computer Ethics.
Xia, L. (2010). An examination of consumer browsing behaviors. Qualitative market research: an international journal, 13(2), 154-173.