Author: Michael Peralta
Publisher: iab. Tech Lab
Publication Year: 2022
Summary: The following article emphasizes the importance of ethical data collection and utilization in marketing, in addition to providing a set of principles to be followed when sourcing data for marketing purposes. Peralta argues that, while first-party data is often ethically sourced, third-party data (which is essentially obtained from an organization external to the parent company) poses a high degree of risk in its use. In order to avoid violating consumer privacy and expectations, Peralta argues that any marketing analyst should ensure that their data is sourced in accordance with the following principles: transparency, fairness, decency, and accuracy. Vetting data providers, their privacy standards, and their data-sourcing methodologies are key to upholding these principles. If third-party marketing data is distributed carelessly by vendors, Peralta notes to be wary of how ethically it was sourced; laissez-faire distribution of data is often an indicator of careless data sourcers and puts data users at risk of fraud and privacy violations.