4.1 General recommendations
There are three steps that must be considered by companies for an ethical use of Big Data:
1) Design feedback must be focused on each different system, using the results of the mediation relations to guide development. They must also ensure that the used systems and technologies balance or considers the amplification/invitations with inhibitions/reductions.
2) Companies must be held responsible of its Big Data uses. To recognize that different technological actions generate different outcomes for the user, such as background relations. In order to act in an ethical way, it is important that companies reflect on what data they are gathering, how they are handling the user’s data, and for what purposes. This requires rigorous thinking about the ramifications Big Data systems depending on the companies, rather than
Ana Fernández Ethics of Big Data Technologies in Online Marketing
assuming that regulations will do all the work. For example, companies have control over who gets to see their data stored. In this regard, it is important to recognize the choices of systems in online marketing such as SharpSpring or Google Analytics, as it allows companies to choose which data is being received. Here there are websites that support software privacy such as OneTrust44.
3) In addition, customers should have flexible control over the information they provide. The scripts concept can help to achieve this. Nowadays it is obligatory to fill certain private information, often marked with an asterisk sign placed on forms, companies could consider not making it obligatory without users being restricted from proceeding to another page or action. In addition, data should be processed in a manner that is secure for the user, including protection against unauthorised third parties or data breaches, using appropriate technical or organisational measures. Thus, companies should ensure that the processing is transparent by providing meaningful information to the user about the logic involved.
The responsibility (held responsible) of companies towards making users more aware of privacy issues can bring some benefits, such as reinforcing the current customer/public opinion and trust of the company (see hermeneutic relations). On the one hand, it can change the attitude of people who are aware or have privacy concerns, and it informs the user who is not aware, so that they do not form a negative attitude: “Within a company, for example, designers would bring values to the forefront, and in the process generate increased revenue, employee satisfaction, customer loyalty, and other desirable outcomes for their companies” (Friedman et al. 2000, p. 89). There are other significant benefits available through an ethics of technology,
Ana Fernández Ethics of Big Data Technologies in Online Marketing
such as the value of taking a “leader” role on an explanatory (comprehensive) action such as to avoid misunderstandings, generating trust, faster consumer acceptance; reduction of future problems or adaptation to the new European legislations of 2018; risk reduction of unintended consequences; and social good generated from leading the ethical example. When companies understand or com-prehend their power as moral agents, they can also expect to behave differently.
Some recommendations for companies can be drawn from this study based on the mediation perspective of Big Data technologies in online marketing. Companies should inform customers comprehensibly by informing users of cookies displayed and methods the user could identify them. This can be done by:
1) Showing a clear understanding of the most important points of information of privacy policies and TOS, in a way that users have a proper and clear understanding of them, and what these entail for their own privacy.
2) Following Apple’s model, to create a website where companies properly indicate how they track, store and analyse Big Data. The type of data they store, and what type of marketing systems they use. In this way, this will give options to interested people to be informed.
3) A creation of a newsletter for privacy updates.
4) Take into account scripts such as to propose double-check subscriptions, by which users receive an email to double-check, options to opt-out and delete customer’s information completely from the database.
Ana Fernández Ethics of Big Data Technologies in Online Marketing
5) Increase the possibility of customer’s inclusion (control) by providing the option for users to access their data in real time. An easy access of users to update their data on the website they visit. This is a necessity, due to the different analysis created by each company.
4.2 Recommendations for DEC
Following the Business-to-Business (B2B) model, DEC is different from other companies that sell products such as Target or Apple. For this reason, DEC can play an important part in leading the example of Big Data Ethics to other companies. Thus, DEC can ensure that:
1) Study whether mediations and amplifications/reductions and inhibitions/invitations have been considered and balanced.
2) MA data storage is secured and protected
3) To develop an internal framework that ensures user’s privacy and protection, contemplating how much user’s data is gathered or needed. Make an analysis of what “necessary information” must be obtained, depending on the marketing systems. There should be questions such as: who gets access to it? how it is being used? And to what ends?
4) DEC can lead the example by informing other business about Big Data ethics 5) Necessity to adapt to the 2018 regulation
Ana Fernández Ethics of Big Data Technologies in Online Marketing
7) Give more options, control and awareness to people, for example by providing users the data that companies are storing about them, and to allow more control (give options) over their data.
8) Ensure that there are options to opt-out as well as delete the information completely from their system if asked.