Data Science Ethics: Without Conscience It Is But The Ruin of the Soul

Data Science is on the agenda but what about Data Science Ethics? The twin motors of data and information technology are driving innovation forward in most every aspect of human enterprise. In a similar fashion, Data Science today profoundly influences how business is done in fields as diverse as the life sciences, smart cities, and transportation

As cogent as these directions have become, the dangers of data science without ethical considerations is as equally apparent – whether it be the protection of personally identifiable data, implicit bias in automated decision-making, the illusion of free choice in psychographics, the social impacts of automation, or the apparent divorce of truth and trust in virtual communication.  

Justifying the need for focus on the Data Science Ethics goes beyond a balance sheet of these opportunities and challenges, for the practice of data science challenges our perceptions of what it means to be human.

This contribution was inspired by Julie Compagny’s noteworthy article on the Digital Me Up. Digital Me up is the blog of our students from the Advanced Master’s in Digital Business Strategy of Grenoble Management School, where I teach and Julie is one of the students from the 2018-2019 academic year. This topic will be on the menu of next month’s lecture about “Technology and Innovation”, which I will deliver on the premises of Vinci’s incubator, aptly named Leonard.

Data Science ethics and its influences on today’s business practices

Data Science Ethics
Pr Lee Schlenker with Vinci’s #Weareleonard Camille Desforges is preparing is Apr 5th Offsite lecture. The Advanced Master’s in Digital Business Strategy of Grenoble Ecole de Management will be hosted by Vinci on that date.
if ethics is defined as shared values that help humanity differentiate right from wrong, the increasing digitalization of human activity shapes the very definitions of how we evaluate the world around usClick To Tweet

Margo Boenig-Liptsin’s points out that our ever-increasing reliance on information technology has fundamentally transformed traditional concepts of “privacy”, “fairness” and “representation”, not to mention “free choice”, “truth” and “trust”.These mutations underline the increasing footprint and responsibilities of data science – beyond the bytes and bits, data science shakes the perceptual foundations of value, community, and equity.  If academia has been quick to establish Data Science programs around statistics, computation and software engineering, few programs address the larger societal concerns of data science, and fewer still analyse how responsible data practices can be conditioned and even encouraged. Let’s sketch out the contours of this challenge. Continue reading “Data Science Ethics: Without Conscience It Is But The Ruin of the Soul”

How Tom Tom achieved its digital transformation with Big Data – #bigdataparis

Big data is more than ever on the agenda of those marketers who are on the warpath of data-driven marketing. It’s the 6th year I’ve been active (from a content marketing perspective) in this area and I find it always more exciting, year after year. On March 12, I attended the Big Data Paris 2019 keynote entitled “How Tom Tom has evolved from a navigation company to a big data company”.

Tom Tom lives and breathes Big Data

The speaker was Alain de Taeye, Founder of TeleAtlas, Member of the Management Board, Tom Tom. For those who wouldn’t know, Tom Tom is a Dutch company. His pitch was instrumental in my understanding how Big Data moved from a technical topic into a full fledged transformational toolbox reshaping entire industries and businesses.

Such was the promise of Big Data six years ago or more, but few are able to show such impressive results as Tom Tom. Here is how they turned from a B2C company selling navigation devices into a B2B data-driven money machine.  

Tom Tom Big Data
Alain de Taeye is right: we do live in a world driven by Big Data and Tom Tom is leading the show.

The Big data revolution was the subtitle of de Taeye’s presentation and God knows this was a revolution! Tom Tom has changed radically. Here is his account thanks to my notes taken during his presentation. 

Making navigation easier with Big Data 

“At this moment in Paris we are collecting data from users and this is used to make navigation easier” Mr de Taeye said as an introduction to his speech. Tom Tom is well known for its maps and rapidly evolved into a technology company. “The company’s maps aren’t ‘ordinary maps’” however, Mr de Taeye went on.  Continue reading “How Tom Tom achieved its digital transformation with Big Data – #bigdataparis”

Influencer Marketing: How Should Brands Tackle Malpractices

Influencers are trusted people with a substantial number of people following them. Therefore, brands partner with them so that their products get marketed through personalities who are recognized by and looked up to by many.

Lately, companies have been increasingly going after influencer marketing and it’s expected that this trend will continue in the future. It’s quite amazing to look at some statistics that depict the growth in influencer marketing.

influencer marketing
The number of influencer posts sponsored by brands has been on a rise (Source: influencermarketinghub.com)

The malpractices of influencer marketing

People often buy followers to get themselves into the list of influencers. An influencer is somebody who people trust, talk about, and hence follow. Buying followers can only increase some numbers, but never endow anyone with influence.

Continue reading “Influencer Marketing: How Should Brands Tackle Malpractices”

Data-driven Marketing: norm among pundits and enigma among marketers

It has become a common parlance amongst marketers lately; there’s hardly any marketing without data. Data lays down the bed-rock for successful marketing campaigns, and it has become a discipline within itself. In simple terms, I would like to present an overview of how to approach data-driven marketing.

data-driven marketing
Data is a precious resource for marketers

To know your customer is fundamental, and to do that, there’s a multitude of questions that marketers must know the answers to. The data from these answers, collected from various primary and secondary sources, guides the marketing strategy of firms. The analyses derived from this precious real-time customer data can, therefore, determine the success of marketing campaigns.

There must be a proper methodology that caters to the requirements of marketers when it comes to data-driven marketing. Let’s try and dissect this topic to gain some insights into the world of data and how marketers can unveil its benefits for executing their marketing campaigns.

What data do we really need?

All the collected data isn’t really useful for marketers. It’s therefore paramount that marketers know what data they should collect, segregate and work on. Keeping unnecessary data will only help increase the complexity of analysis.

But, what’s really useful? Useful data is one that attends to the marketing functions of understanding your customer better: knowing when, where and through what channels to reach him/her at the minimum possible cost.

Continue reading “Data-driven Marketing: norm among pundits and enigma among marketers”

Digital Me Up: Updates after two and a half years

It has been two and half years since I, as the Program Director of the Advanced Master’s in Digital Business Strategy, implemented an innovative pedagogy- the Digital Me Up blog– to teach content marketing to the students of the program. The idea was to ensure that the students learn by doing. The blog is fully managed by the students who are responsible for creating a publication schedule and writing articles on a variety of topics such as Digital Transformation, Digital Strategy, Social Media, Content Marketing, etc., giving more visibility to themselves and to the advanced master’s.

The students have been managing the blog quite well, as is evident by the nearly 7000 views the blog had in the month of October this year. More than 300 articles have been published till date on the blog. Hereunder, we present to you a selection of the most recent articles from some of our students:

Digital Me Up
Digital Me Up is more than a blog, it’s a full fledged blended learning platform – Yann Gourvennec -photo by http://harryduns.com

Wish: from shopping for a need to shopping as a leisure

by Catherine Chourpa (2018-19)

Today, shopping is installing itself as a growing activity during our spare time. It is commonly linked to window shopping in malls, but more and more we observe this behavior through e-commerce.

Continue reading “Digital Me Up: Updates after two and a half years”