Share these talks and lectures with your colleaguesInvite colleagues
Ethics and data governance in marketing analytics and artificial intelligence
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.
The full article is available to institutions that have subscribed to the journal
Haniyeh Mahmoudian leads the Applied AI Ethics team at DataRobot. She supports thought leadership around ethical artificial intelligence and provides actionable and trusted technical resources and governance frameworks to the company’s customers. Her research focuses on bias, privacy and ethics in artificial intelligence and machine learning. She holds a PhD in astronomy and astrophysics from the University of Bonn.