Question
Section 1: Go to the Facebook page for Sephora and answer the following questions: 1. What are engagement and likes really measuring? 2. In your
Section 1: Go to the Facebook page for Sephora and answer the following questions:
1. What are "engagement and "likes" really measuring?
2. In your opinion which of these metrics in more important to marketers?
Section 2: No More Personal Secrets: The Downside of Data Mining and Predictive Modeling:
Amazon, Google, Yahoo!, eBay, YouTube, reputation.com, . . . yes . . . and Facebook and Twitter, too! The common denominator for all these is their sophisticated data mining techniques that reveal an incredible amount of personal information about almost anyone. Time journalist Joel Stein, using both online and offline sources, discovered how easily outsiders could find his Social Security number and then found a number of other things about himselfsome correct, some not. For example, his data mining effort revealed that he likes hockey, rap, rock, parenting, recipes, clothes and beauty products, and movies. He makes most of his purchases online, averaging only $25 per purchase. He uses Facebook, LinkedIn, Pandora, and StumbleUpon. He bought his house in November, which is when his home insurance is up for renewal. His dad's wife has a traffic ticket. And, some sources predicted that he is an 18- to 19-year-old woman! For the record, Mr. Stein is not a teen and he is a male.
OK, OK, sometimes data mining and predictive modeling errors occur! These data are collected many waysfrom tracking devices (like cookies, discussed in Chapter 14 ) on websites, to apps downloaded on a cell phone, PC, or tablet device that reveal a user's contact list and location, to techniques that aggregate data from multiple online sources. These personal details have huge benefits for marketers, but do they invade a consumer's privacy? Data mining and predictive modeling now enable companies to target individual consumers and facilitate the design of personalized product offerings. This involves using not only demographics such as age and gender but also "likes," past buying habits, social media used, brands bought, TV programs watched, stores visited, and so on. Want to do some sleuthing yourself? Download Ghostery at www.ghostery.com. It tells you all the companies grabbing your data when you visit a website.
Question: As a consumer, what are your concerns, if any, with marketers invading your privacy?
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