Question

Provide two examples of common marketing analytics problems the can occur in business organizations. Discuss the ethical issues that must be considered by IT professionals in addressing these problems and specific steps IT professionals can take to ensure that ethical standards are being upheld when problem resolutions are selected.

Answer 1

common marketing analytics problems the can occur in business organizations are:

• The major problem is data inconsistency. The data received by the analytics team is from various resources and hence there is a chance of data duplication and data inconsistency. This leads to a situation where it becomes difficult for the analytics team to pick the most efficient data source.
• The next major concern faced by marketing analyst is customization. There are various users, platforms and sources. This makes difficult for the analyst to customize the content based on the user interest.

IT professionals should consider the privacy of the data and accountability. Marketing analysts should not misuse the data and should be held accountable.

IT professional should follow the moral obligations and make sure that the ethical standards are followed. This can be done by periodic check up and surveillance. The data should be secured and the credentials should be provided only for official purposes. The overall accountability of the hierarchy should be maintained.