Data Brokers PowerPoint Presentation PDF

Mass Data Collection and Consumer Profiling Learning Goals: ▶ To understand the trend of data collection in marketing ▶ To form an opinion on the positive and negative effects of data brokers Success Criteria: ▶ I can explain what a data broker is and how/why they collect consumer da...

Mass Data Collection and Consumer Profiling Learning Goals: ▶ To understand the trend of data collection in marketing ▶ To form an opinion on the positive and negative effects of data brokers Success Criteria: ▶ I can explain what a data broker is and how/why they collect consumer data ▶ I can write a persuasive paragraph and about why the collection of personal data is either a good or bad thing Data Brokers ▶ a consumer data company, that goes after your data and sells it to another entity ▶ Things data brokers want to know: ▶what you like to buy, ▶what you’re most likely to buy, ▶if you want to lose weight, build muscle, ▶what kind of cars you like, ▶where you vacation, ▶what you eat, ▶where you shop for clothes, Data Brokers How do they do this? Every time you visit a Website and every time you click on a link, your actions are being tracked and your movements monitored, thanks to the innovation of cookie technology Discuss with partner (1 min) Should companies be allowed to do this? Data Brokers ▶ data brokers sell products that identify financially vulnerable consumers and they operate behind a veil of secrecy. ▶ firms categorize Americans into income groups such as “Rural and Barely Making It,” “Rough Retirement: Small Town and Rural Senior” and “Zero Mobility.” Data Brokers ▶ A privacy violation occurs when an organization uses its customers’ information – anything from phone numbers to credit‐ card histories to online behavior patterns – in ways the customer did not explicitly allow when first divulging the information ▶ Data brokers are criticized for failing to make its practices known to consumers or even allow them to view, correct or delete information held about them.  Case Study Let's see an example: 1. How does Facebook setup a consumer profile? 2. Do you feel that data collection is ethical or unethical or depends? 3. Do you think data collection will continue to become more sophisticated and integrated into our lives or will regulation catch up and curb data collection acitivty?  Case Study Let's read the article on the Google Classroom together and discuss the answers to the case afterwards. 1. How does target setup a consumer profile? 2. How was target able to determine if a shopper was pregnant? 3. How did target attempt to hide the fact that it was aware of a shopper’s pregnancy? 60 Minutes – The Data Brokers Wrap Up - Critical Thinking Paragraph Now that we have looked at some cases studies: How do you feel about your personal information being sold to companies? What are the benefits of this from a marketer’s perspective? Are there any benefits to you? Will this trend continue into the future?” Learning Goals: ▶ To understand the trend of data collection in marketing ▶ To form an opinion on the positive and negative effects of data brokers Success Criteria: ▶ I can explain what a data broker is and how/why they collect consumer data ▶ I can write a persuasive paragraph about why the collection of personal data is either a good or bad thing