How ‘The Great Hack’ Shocked Aussies And Set A New Standard For Ethics In Data
When Netflix released The Great Hack documentary earlier this year, many of us were shocked to see the way our personal data can be used. In this opinion piece, WP Engine country manager ANZ Mark Randall explains how brands can navigate this user concern.
In early 2018, the world watched on as Mark Zuckerberg testified before Congress following accusations that Facebook allowed Cambridge Analytica to harvest consumer data and use it to sway the 2016 U.S. presidential election.
A newly released documentary from Netflix has brought to light many new insights, allegations, and misdeeds from the Cambridge Analytica scandal. The Great Hack has Australians on high alert with the realisation that this is a global issue, rather than being limited to the U.S.
The Great Hack
Facebook collects consumer data and uses it to build a stream of targeted content, just for you. Facebook uses that data to sell ad space to brands so they can more easily target potential customers. At the time of the U.S. election in 2016, Cambridge Analytica claimed to have over 5,000 personal data points on each American voter. Where did they get this data? A researcher launched an app in 2013 called Thisisyourdigitallife that requested access to the Facebook accounts of 300,000 users. The app exploited a loophole that allowed the researcher to collect data from both users of the app, and all the user’s Facebook friends.
The organisation used these data points to bombard users with fake news content, that was designed to manipulate voters and sway the polls. The campaign has since been criticised as being inhumane and having a fundamental disregard for democracy and basic human rights. Cambridge Analytica used similar tactics to influence political opinions around Brexit and manipulate voters in developing countries.
Many readers may find the tactics of Cambridge Analytica shocking. But if you think about it, you could argue that data may well be replacing oil as the world’s most valuable resource. In a digital economy, data and what you extract from that data is similar to oil a century ago. An untapped, massive asset that—depending on how you extract and use it—can have enormous rewards. But how do people really feel about their data?
A recent report from WP Engine revealed that a substantial amount of Gen Z’ers, some 45 per cent, are more than happy to offer up their data to organisations and businesses in exchange for a more personalised digital experiences.
While it seems that some generations are happy to offer up their information, this doesn’t mean that they’re happy for their data to be used in any way organisations see fit. Another report from WP Engine on AI technology revealed that 93 per cent of consumers want businesses to be transparent about how their data is handled.
With this trend in mind, how can we as businesses ensure we are acting ethically and responsibly with our data? Here are a few actions your business can take now to ensure you’re keeping your customer’s privacy in mind.
Open your algorithms. To trust computer decisions, ethical or otherwise, people need to know what you’re doing with their data and how your systems arrive at their conclusions and recommendations.
Don’t be evil. This one should be self-explanatory but it’s important to recite this mantra when building how your AI uses customer data.
Use Only What You Need. If you don’t need a certain set of data, you should leave it up to the customer if they want to share that. For example, if you are asking for a customer’s birthday, do you need the exact day? Or would a month be find. They can turn it off and on as they choose – as long as they feel they’re getting value and a benefit for that information.
The key is knowing the needs of your target audience. How do they feel about giving up their data? Can we give them more control? Is it going to make them feel part of a group? What are we actually doing with it?” Keeping this viewpoint of human psychology in mind, organizations must seriously consider where the limitations are: what information is collected and what is done with that information to enhance personalisation accurately, without being overly intrusive or creepy.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.