The Elasticity of Analytics Ethics - WaW Copenhagen, August 2020
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This document discusses the ethics of analytics and data use. It begins with a quote about marketing and the value of understanding customer needs. It then notes concerns around the unrestricted collection and use of personal data, likening it to the issues surrounding oil extraction. Several polls show that most people still view their personal data as more valuable than peanuts. The document advocates for principles of consent and privacy in online data use and ends by emphasizing the importance of trust and consent in building an ethical digital world.
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The Elasticity of Analytics Ethics - WaW Copenhagen, August 2020
- 1. The Elasticity of Analytics EthicsStéphane Hamel Web Analytics Wednesday by IIH Nordics, Copenhagen August 2020
- 2. Dr. Philip Kotler, 1972 “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.
- 5. Data is the new oil • Unscrupulous digging • Waste disposal • Traceability • Bi-products • Oligarchy Photo by Robin Sommer on Unsplash
- 6. “To change politics you need to change culture”
- 7. Photo by Joao Tzanno on Unsplash
- 8. Digital Marketing & Analytics Ethics Manifesto • A personal initiative • Superweek, Jan 2020 • 100’s of comments • 40+ contributors bit.ly/damanifesto
- 9. Personal data or nut? 98% 2% Personal data Nut! That's peanuts Name, address, phone LinkedIn Poll, August 2020, n=182
- 10. Personal data or nut? 91% 9% Personal data Nut! That's peanuts Email LinkedIn Poll, August 2020, n=105
- 11. Personal data or nut? 73% 27% Personal data Nut! That's peanuts Social media handle LinkedIn Poll, August 2020, n=131
- 12. Personal data or nut? 81% 19% Personal data Nut! That's peanuts IP Address LinkedIn Poll, August 2020, n=113
- 13. Personal data or nut? 81% 19% Personal data Nut! That's peanuts Geolocation LinkedIn Poll, August 2020, n=122
- 14. Personal data or nut? What can we learn from this? Follow me on LinkedIn for the next ones! LinkedIn.com/in/shamel More complex real-life scenarios coming up around #10.
- 17. Principle 5: Respect and protect people’s privacy and personal data to build online trust. So people are in control of their lives online, empowered with clear and meaningful choices around their data and privacy. contractfortheweb.org
- 18. All the world is made of faith, and trust, and privacy dust. Stéphane Hamel LinkedIn.com/in/shamel
- 19. Credits (the fine prints) Copyright © 2020 by Stéphane Hamel All rights reserved. No part of this document may be used or reproduced in any manner whatsoever without the express permission of the author, except in brief quotations embodied in critical articles and reviews (with proper citation of source). No commercial use of this material is permitted. https://StephaneHamel.net shamel@immeria.net
Notes de l'éditeur
- Welcome! To me, every conference is a source of inspiration, an opportunity to question what I do, a venue to meet real-life human beings instead of talking to a machine. But we’re going through exceptional times… I was really looking forward to be there with you in Copenhagen, but it will be for another time. Instead, I have to contend with having people online from all over Europe, North America and elsewhere. Not that bad either! We heard how brands everywhere needs to adapt and evolve. Digital transformation is more then a trend, it’s a matter of survival. Our perceptions of what matter and our values, at a personal or professional level, are being challenged. In statistical terms, we’re literally going through a shock. Our role as digital marketers, analysts or data scientists has shielded us, at least for now and for most of us, from unemployment. The pandemic has forced us to reflect on our values, what we do, who we love, how we work… I want us to take the next 45 minutes to reflect on one specific aspect of our role: ethics. Those who know me already know I’m a long-term digital analytics advocate. Over the past two years I have taken a turn toward privacy and ethics. Not that I’m against digital analytics, far from it, but I’m for the ethical use of data. I’m not as knowledgeable about GDPR as other people, I’m no lawyer, I have a technical background but others are much more advanced than I am when it comes to configuring GA or GTM. But there’s a thing or two I can share based on 25 years of web experience and 30+ years working with data to understand behavior and optimize business processes. I had the chance to meet Christopher Wylie, the Cambridge Analytica whistleblower. Spending half an hour with him, alone in a backstage room, and interviewing him on stage in front of 1,500 marketers, was a big turning point for me. I could talk about this for a several hours, but one thing Christopher shared is how a super cool job can turn into a nightmare that has global consequences. Honestly, I’m worried about the future. And I think by the end of this presentation, you should be to.
- So let’s start with a very simple thing – since I’m teaching to Marketing Masters and MBAs. How do YOU define marketing? The best products or services for the benefits of your customers, at a reasonable profit? Really? As it was defined almost 50 years ago by Kotler? It’s pretty much how it is presented to future marketers and managers. --------- https://www.linkedin.com/pulse/taking-advantage-data-without-people-rik-van-der-kooi/ https://kotlermarketing.com/phil_questions.shtml#answer3 Image: http://osmanfatihcengiz.com/philip-kotlerin-ardindan/
- Or, maybe, like me, you feel it has turned into “how can I manipulate target audiences so they do what I want them to do?” In fact, as we find ways to activate more and more data, we put ourselves in a position with consumers that I would describe as “fueling the crisis of trust”. By being less transparent than we should be, by not doing enough to educate consumers or to self-regulate, and with so many data leaks and abuses, we act against consumers and ultimately our own best interests. ------ Image : https://freedomfightersblog.com/2018/02/22/puppet-strings/
- For ordinary people not living in our data bubble, Cambridge Analytica was the first, shocking demonstration of what happens when data is abused at scale. We are all data people; we are all marketers – don’t tell me you wouldn’t be thrilled to work with a dataset of 87M rich profiles… because you would be lying. What got them isn’t the fact they collected all this data – the technology allowed it, it was clever, it was sneaky, but it worked. It’s not even the fact they used the data – to the contrary, they had very smart data scientists like Christopher Wylie. So, then, what was the real problem? The real issue, in my opinion, is ordinary people found out about it! In a way, it’s all good until consumers realize they don’t have control – it’s all good until people realize they fell to propaganda. As marketers, we’re all dependent on data just like we’re still dependent on oil to fuel our cars. ------- Image: https://obamawhitehouse.archives.gov/blog/2011/04/21/president-s-facebook-town-hall-budgets-values-engagement https://www.businessinsider.com/data-hacks-breaches-biggest-of-2018-2018-12#7-cambridge-analytica-87-million-15 https://medium.com/analytics-vidhya/analyzing-medium-posts-to-understand-impact-of-cambridge-analytica-scandal-5841f46703d6 https://www.adweek.com/digital/a-researchers-quiz-app-deceptively-harvested-data-for-political-research-facebook-alleges/ https://www.news.com.au/technology/online/social/if-trump-gets-reelected-this-will-probably-have-a-lot-to-do-with-it/news-story/b85dedb7a346bb438883cf83fc53e60f https://www.computerweekly.com/news/252487600/Oracle-and-Salesforce-sued-over-online-ad-tracking https://www.oracle.com/data-cloud/products/data-management-platform/
- In fact, “data is the new oil” is just too good an analogy! Greed often lead to unscrupulous digging on private or protected lands The half-life of data is very short, and few companies truly have plans for proper disposal Once in the Big Data pipeline, traceability becomes almost impossible The primary purpose of data collection is quickly forgotten in favor of analysis bi-products And at a global level, just like oil, data is controlled and processed by an oligarchy What about the other Cambridge out there? Experian claims to have 300M profiles from 126M households, more than 50 years of historical information, thousands of attributes, interests and attitudes – and is being used by political parties. Oracle and Salesforce are being sued over online ad tracking. Oracle BlueKai promises to offer cross-device, ID graph and a data ecosystem with over 300 partners to chose from… try to figure out where your data will end up! ----- Image: https://www.carbonbrief.org/analysis-decc-budget-details-show-limited-scope-for-cuts/stock-oil-refinery-night-uk-scotland
- If you thought: Hell yes! Super cool! You should know that during my interview of Christopher Wylie, he said he uncovered “odd patterns; that, for example, people who liked ‘I hate Israel’ on Facebook also tended to like Nike shoes and KitKats” Don’t ask me why… the super fancy machine learning algorithm said so! https://www.theguardian.com/news/2018/mar/17/data-war-whistleblower-christopher-wylie-faceook-nix-bannon-trump
- As a digital marketer and analyst, what is YOUR limit? We comfort ourselves by hearing no evil, seeing no evil, speaking no evil. We comfort ourselves by saying “I have nothing to hide” “The info is already public anyway” “Any technology can be used for good or evil” “Everybody does it” ------- Image: https://unsplash.com/photos/1NacmxqfPZA
- It’s things like this that got me curious about data ethics. I thought naively I could make my working document available, expecting a few people to chime in. In turned into a fascinating experiment.
- Don’t be fooled. Regardless of GDPR, ePrivacy, ITP or whatnot, at the end of the day, would you give your DNA to anyone? After all, your DNA alone seems pretty innofensive if it’s not tied to your personal identity, isn’t it? Yet, your DNA could be used in some many abusive ways. Our digital DNA is the same – even when it’s not tied to our identity, at the end of the day, there’s only one unique combination of attributes which represents us. And this can also be used in some many ways, some of which we don’t even suspect today.
- The word “pixie” has been changed for “privacy”
- As a consumer, when will you say, “that’s enough”! Your behavior is being scrutinized; your data is being pulled in all directions without the ability to see what’s at the other end of the forces pulling it. --- Image: https://unsplash.com/photos/0ujNS9PMFhM
- Take a simple example - are you using an ad blocker? While 25 to 30% of the general population block ads, when I ask the question to audiences of marketers and data people like yourself, the ratio is much higher – typically over 50% and sometimes up to 80%. Isn't it odd that we don't want to do upon ourselves what we impose to our visitors, users and customers? We want data but we don't want to share our own? Maybe because we know how the machine works! -------- Image: https://unsplash.com/photos/fhilsHdHa9s
- Let’s face it – we played with our toys for 10 to 15 years – we despised IT while we enjoyed accessing nice 3D pie-charts – well… they looked nice at the time! The last time marketers were so excited was when the BLINK HTML tag was introduced! But in any case, those were supposed to show without a shadow of a doubt what a fantastic job we could do for the business. ---- http://www.ymex.se/stat-adv/ https://www.lexiconn.com/ecommerce/shopsite/urchin.html
- Web analytics followed the path of the Web Master. It was democratized. Everybody and their dog jumped on the bandwagon. Who in his right mind wouldn’t want to be data driven, right? Of course we complained about data quality and lack of management buy-in because somehow, complaining is just part of the job. But one thing for sure - we didn’t miss an opportunity to claim loud and clear how WE were so smart, how WE were so brilliant and destined to spend more on technology than any CIO or CTO and were naturally destined to reign on the CEO throne. Web analytics was renamed “digital analytics”, because… because you have to follow the trend, don’t you? Actually, it’s a ploy that has been used by vendors and consultants for decades: define a new terminology around your discipline to make it sound special and justify your fees! Big Data now! That was fun for a while, but it was all about the technology – it sounded too IT. Machine Learning and AI is the new craze – long live data scientists! That’s the real thing! We are eager to make it our own, or at least pretend to be the new Gods of data.
- But let me ask you a question – why do you do all of this? Would you say your organization is customer centric? Of course it is!
- Is your organization data driven – or I should say « data informed » ? I bet it is, or it’s trying very hard to be! Ok! Just between us, nobody is listening, tell me, what precisely are you doing which demonstrates you are customer centric and data driven? It’s a difficult question to answer – but I trust you – or at least, you aspire to use the latest and greatest technology to become more customer centric and more data driven, aren’t you? What if I offered you a cool job where you had accesss to tens of millions of rich profiles and be tasked to optimize marketing campaigns for a brand of chocolate bars, or a brand of shoes. Would you do it?
- That’s why we need strong ethics. I’m not talking about regulations, I’m really talking about ethics which goes beyond the law. You can comply witht he law but still do unethical things. Like this comment I read recently about server-side GTM being "a great way to face the problem that the new updates in Safari or Firefox are bringing to limit the cookies and tracking » THAT would be the biggest mistake of all! Server-side tracking doesn't alleviate your responsibility toward transparency, respecting your users desire for privacy and following regulations...
- https://docs.google.com/document/d/19Gj72z-IXeyYjArYu6LwyB0NQFzS6W9lyvWQHJlwTGQ/edit?usp=sharing
- https://docs.google.com/document/d/19Gj72z-IXeyYjArYu6LwyB0NQFzS6W9lyvWQHJlwTGQ/edit?usp=sharing