Ethical Data Analytics: Privacy and Social Listening, What You Need to Know
Privacy and social listening have become hot topics in the data world. On the one hand, technologies such as artificial intelligence (AI) and big data are making it easier than ever to collect user data. On the other hand, there are increasing concerns about the data privacy and trustworthiness of these services. This blog provides a general overview of the ethical considerations and risks associated with privacy and social listening.
Data and social media have become a never-ending resource for businesses to tap into their target audience. They allow them to connect with a target audience on a more personal level and provide businesses with the opportunity to understand their customers’ needs and preferences. A well-designed and executed campaign can help businesses achieve their marketing goals and target the right audience with their offerings. However, this comes with a lot of responsibility. Not just because of the information being collected and the insights being derived, but also because of the ethical implications involved in working in this field.
What is ethical data analytics?
Data has the potential to improve the way we do business. But it can also be harmful if it is stolen, misused, or if it is collected in a way that is not aligned with business values. There are many ways to collect, store, and deliver data that are both ethical and legal.
Businesses can create and use data in many ways, including but not limited to:
- Providing details and context: This can help businesses understand their customers better and design products and services that meet their needs.
- Predicting outcomes: Data can be used to make predictions about customer behavior and preferences.
- Informing business decisions: Data can be used to help inform business decisions, such as what products and services to offer, or what price to charge.
- Building products:
Data can improve the way products are designed and improve customer engagement.
- Improving processes:
Data can help businesses improve internal processes, such as improving customer service or reducing costs.
Risk of unethical practices in the data world
Data collection, storage, and processing are increasingly automated and computerized. However, a large amount of human oversight is still required to verify data’s accuracy, to ensure that data is being collected ethically, and to ensure that data is being stored securely. Data collection can also be faulty or inaccurate. This can occur for several reasons, including human error, faulty data collection systems, or variations in the way data is being collected from different sources. This can lead to incomplete or inaccurate data. Improper data handling can also lead to data breaches when sensitive or personal data is accidentally or intentionally exposed to unauthorized third parties. This can have serious repercussions for businesses. In 2018, it was reported that a data breach at a US insurance company had exposed the medical files of about 27,000 customers. This incident was another example of the serious consequences that can arise when data is mishandled.
Data in the wrong hands can do harm
Data can be used ethically if taken in the right way. It can be helpful in many ways if used ethically. However, if data is collected in a way that goes against the values of a business, it can be harmful. For instance, if a business collects data on racial or ethnic profiling, this can be considered harmful. The same applies when data is collected in a way that is not in line with a business’s brand guidelines. Collecting and storing data in an unethical way also carries a risk of accidental or intentional data breaches. A breach could occur when a business mistakenly stores or transfers data to a third party, or when a business employee accidentally shares data with a third party, such as a customer. Data breaches can lead to serious consequences for businesses, such as repetitional damage, negative customer feedback, and the potential for lawsuits.
Another case of mismanagement or unethical use of data went public In the first few weeks of 2018, it was Cambridge Analytica and its alleged misuse of Facebook user data. Following revelations that 87 million users might have had their personal information harvested without their knowledge, CA was plunged into scandal and its parent company SCL Elections went into administration.
But while many people now know a lot more about Cambridge Analytica, there’s still plenty we don’t know.
Lack of transparency
Businesses typically collect data and make decisions based on the outcomes they want to achieve. However, it is important to remember that data is a resource that belongs to the public. Businesses need to be transparent about how they collect data, how they use it, and how they protect it. Businesses need to be transparent about how they handle data to earn the public’s trust and avoid creating problematic situations.
Environmental concerns
The collection and use of data can also contribute to data-related climate change. For instance, large data centers use a lot of energy to run cooling systems. If these systems were to operate without any cogent control systems, they could contribute to a significant amount of CO2 emissions, which has the potential to harm the environment.
Conclusion
Businesses must understand the opportunities, risks, and challenges of collecting, storing, and processing data ethically and legally. Data has the potential to be used in many ways, and it’s okay not to know how to make sense of your data, but it’s time to start. We are here to help.
