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June 16, 2024

Web Analytics Question

The article in this week’s readings regarding uncertainty in big data analytics brings to light

several possibilities where errors may exist in data due to noise, incompleteness, or

inconsistency. Considering the market basket approach presented in Chapter Three of the course

text, 7th edition-formatted paper discussing where potential errors or

ethical challenges may exist in data gathered and used for marketing purposes. For example, in

2012, Target’s data analytics discovered that a teen girl was pregnant before her family knew

based on purchase history and began sending related advertisements. Identify 2-3 ethical and

legal issues surrounding the collection of consumer data and consumer privacy. How might these

issues impact areas such as diversity, equity, inclusion, or targeting of social groups? Address

what steps a business may take to clean their data or reduce inconsistencies.

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