Data ethics: An unconsidered element of brand reputation>
Forbes India – Harsh Pamnani
One of the key responsibilities of marketing leaders is to build trust in their respective brands. Earlier, to grow and sustain this trust, marketers used to focus on storytelling, social causes, events, thought leadership, media relations, customer testimonials and other image building initiatives. But now, it has become essential for marketers to build confidence in users or customers that their data within organizations is protected and used lawfully. Marketers could take multiple measures to include data ethics in their brand reputation management plans. A few of them are as follows: 1. Collaborate with IT Chiefs To minimize any damages due to data theft, cyber-attacks and data breach, it is important for CMO to collaborate with these IT leaders and understand limitations of existing IT systems, discuss the possible consequences and highlight the development areas. 2. Design a strong internal communication program CMO should also collaborate with Chief People Officer and in internal communication plan include training programs and recognition programs for employees. 3. Simplify communication for users When users are signing up for a service or downloading an app, they should be clearly informed on what all information about them will be collected and how it will be used. 4. Segment the collected data We can divide the usersâ data into three segments: voluntarily shared data, unknowingly shared data and analyzed data. In an organization, every data segment is not useful for everyone, so selective users should be given access to different segments of data. 5. Define the usage of analysed data To establish transparency, control and accountability, based on the utility of data, different level of access rights and controls should be defined for functions and employee levels. Also, if data needs to be shared with any third party such as partner, vendor or researcher for any specific business reasons, then it should be shared with proper legal terms and conditions. In addition, to make sure that data related regulations and laws are followed, legal team should get involved to set the data usage guidelines. Warren Buffett has said, âIt takes 20 years to build a reputation and five minutes to ruin it.â
Link: http://www.forbesindia.com/blog/technology/data-ethics-an-unconsidered-element-of-brand-reputation/