Consumer Privacy in the Age of Big Data

Garrett Pendergraft, IMA, International Executive Council

Garrett Pendergraft, gave a presentation to the Pepperdine University Humanities Symposium entitled “The Ethics of Big Data.” He highlighted the numerous benefits that big data provides for digital marketers and other professionals, but also pointed out the potential pitfalls that await if we don’t think carefully about the ways in which we’re gathering and using this data. He recommended that digital marketers join the ongoing conversation about how to strike a balance between marketing effectiveness and consumer privacy, with the end goal being a set of best practices that will secure the long-term benefits of big data.

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