• CLO 3: Use critical thinking to solve a complex big data problem resulting from erroneous results.

• CLO 4: Examine how organizations discover errors in big data analytics and identify the methods for solving those errors.

• CLO 5: Describe the risks, from an ethical and legal standpoint, of careless or improper big data analysis and dissemination of results.

The article in this week’s readings regarding uncertainty in big data analytics brings to light several possibilities where errors may exist in data due to noise, incompleteness, or inconsistency. Considering the market basket approach presented in Chapter Three of the course text, write a 2-3 page, APA 7th edition-formatted paper discussing where potential errors or ethical challenges may exist in data gathered and used for marketing purposes. For example, in 2012, Target’s data analytics discovered that a teen girl was pregnant before her family knew based on purchase history and began sending related advertisements. Identify 2-3 ethical and legal issues surrounding the collection of consumer data and consumer privacy. How might these issues impact areas such as diversity, equity, inclusion, or targeting of social groups? Address what steps a business may take to clean their data or reduce inconsistencies.