Keywords: Building Trust, Customer Centricity, Data Integration, Data Minimization, First-Party Data, Incremental Consent, Marketing, Repeat Business, Zero-Party Data
Author: Stรฉphane Hamel
Publisher: Supermetrics
Publication Year: 2020
Summary: The following article explains how data ethics is still a relatively new concept. It explains why data ethics has become a major topic in marketing and explains the concerns that are around it and 4 benefits of data ethics in marketing: customer centricity, building trust, repeat business and referrals, and it’s the future. The author also asks us to think about 3 ethical data questions to think about: first-party data or zero-party data, incremental consent, and data minimization and integration.
