Author: Julia Hopkins
Publisher: University of New Hampshire Scholars’ Repository
Publication Year: 2016
Summary: The following thesis study talks about the effectiveness, efficiency, and ethics of marketing analytics. Also, the author says how targeted advertising affects the brand’s perception by consumers at the concepts of data marketing and re-targeted ads from 3 aspects: 1). Are marketers sending the right advertisement, to the right customer, at the right time; 2). Are marketers choosing the correct platform to reach their target customers; 3). Are companies remembering the ethical components of collecting this information on consumers, and ensuring they understand when consumers feel specialized advertising becomes an invasion of their privacy?
