This is supposed to be in the future, but we are moving rapidly toward the point where a lot of what was shown in that movie made nearly 20 years ago (2002) will become possible. The last part of the clip shows Tom Cruise's character, police chief John Anderton, being identified as "Mr. Yakamoto" -- this is because in the story he had new eyes surgically implanted as everyone is tracked by retina scans, and he is on the run.

You can see that building up a profile and purchasing history of any given consumer gives marketers profound insight into what might be appealing to them. We already see this with online advertising on Facebook, Google et. al. This is called Personalized Marketing, a growing field that uses data science to help customize messaging and marketing initiatives to each individual consumer. There is an appeal as a consumer to have a company offer you exactly what it is you're looking for when you need it--but consider the ethical implications of allowing marketers access to your private life so that they can compete for your business.

Discuss in this assignment how your chosen business might use personalized marketing, and where you think the line should be drawn for ethical reasons. Be sure to pull in concepts from both the Marketing module and the Ethics module (Week 3).