IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2021v7i1p17-22.html
   My bibliography  Save this article

Ethics and data governance in marketing analytics and artificial intelligence

Author

Listed:
  • Mahmoudian, Haniyeh

    (Global AI Ethicist, DataRobot, USA)

Abstract

Recently, marketers have seized the opportunity to leverage the power of Big Data analytics, machine learning and artificial intelligence in their work. However, greater use of data is accompanied by increasing concerns and ethical challenges regarding aspects of data collection, data security and privacy. Implementing a data governance framework and standardising the data life cycle can help analytics-based marketing departments work more effectively, and to proactively address the concerns inherent in their operations. This paper discusses some of the current challenges and how data governance provides principles that organisations can use in their quest for a more robust approach to analytics-based marketing.

Suggested Citation

  • Mahmoudian, Haniyeh, 2021. "Ethics and data governance in marketing analytics and artificial intelligence," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(1), pages 17-22, June.
  • Handle: RePEc:aza:ama000:y:2021:v:7:i:1:p:17-22
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6424/download/
    Download Restriction: Requires a paid subscription for full access.

    File URL: https://hstalks.com/article/6424/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Big Data; analytics; data governance; artificial intelligence; machine learning; data ethics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2021:v:7:i:1:p:17-22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.