Our Data-Driven Future: Promise, Perils, and Prognoses

Turjeman, Dana and Fred M. Feinberg (forthcoming) “Our Data-Driven World: Promise, Perils and Prognoses”. Review of Marketing Research: Continuing to Broaden the Marketing Concept, Vol. 17

26 Pages Posted: 30 Aug 2019

See all articles by Dana Turjeman

Dana Turjeman

Arison School of Business, Reichman University

Fred M. Feinberg

University of Michigan at Ann Arbor - Marketing; University of Michigan, Stephen M. Ross School of Business

Date Written: March 19, 2019

Abstract

Nowadays, most of our activities and personal details are recorded by one entity or another. These data are used for many applications that fundamentally enrich our lives, such as navigation systems, social networks, search engines, and health monitoring. On the darker side of data collection lie usages that can harm us and threaten our sense of privacy. Marketing, as an academic field and corporate practice, has benefited tremendously from this era of data abundance, but has concurrently heightened the risk of associated harms.

In this paper, we discuss both the great advantages and potential harms ushered in by this era of data collection, as well as ways to mitigate the harms while maintaining the benefits. Specifically, we propose and discuss classes of potential solutions: methods for collecting less data overall, transparency of code and models, federated learning, identity management tools, among others. Some of these solutions can be implemented now, others require a longer horizon, but all can begin through the advocacy of Marketing Research. We also discuss possible ways to improve on the benefits of data collection – by developing methods to assist individuals pursue their long-term goals while advocating for privacy in such pursuits.

Keywords: data breaches, privacy, data usage, data protection, marketing models

Suggested Citation

Turjeman, Dana and Feinberg, Fred M. and Feinberg, Fred M., Our Data-Driven Future: Promise, Perils, and Prognoses (March 19, 2019). Turjeman, Dana and Fred M. Feinberg (forthcoming) “Our Data-Driven World: Promise, Perils and Prognoses”. Review of Marketing Research: Continuing to Broaden the Marketing Concept, Vol. 17, Available at SSRN: https://ssrn.com/abstract=3440726 or http://dx.doi.org/10.2139/ssrn.3440726

Dana Turjeman (Contact Author)

Arison School of Business, Reichman University ( email )

HOME PAGE: http://www.turji.com

Fred M. Feinberg

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

University of Michigan at Ann Arbor - Marketing ( email )

Ann Arbor, MI 48109
United States

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