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Ethical considerations and guidelines in web analytics and digital marketing : a retail case study

Kenny, Rebecca, Pierce, Justin and Pye, Graeme 2012, Ethical considerations and guidelines in web analytics and digital marketing : a retail case study, in AiCE 2012 : Proceedings of the 6th Australian Institute of Computer Ethics conference 2012, Australian Institute of Computer Ethics, Melbourne, Vic., pp. 5-12.

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Title Ethical considerations and guidelines in web analytics and digital marketing : a retail case study
Author(s) Kenny, Rebecca
Pierce, Justin
Pye, GraemeORCID iD for Pye, Graeme orcid.org/0000-0003-3394-3227
Conference name Australian Institute of Computer Ethics. Conference (6th : 2012 : Melbourne, Victoria)
Conference location Melbourne, Victoria
Conference dates 13 Feb. 2012
Title of proceedings AiCE 2012 : Proceedings of the 6th Australian Institute of Computer Ethics conference 2012
Editor(s) Leitch, Shona
Warren, Matthew
Publication date 2012
Conference series Australian Institute of Computer Ethics Conference
Start page 5
End page 12
Total pages 8
Publisher Australian Institute of Computer Ethics
Place of publication Melbourne, Vic.
Keyword(s) web analytics
digital marketing
retail
business ethics
Summary Within the information economy customers utilise the media that interests them, view the news that affects them and read about the people that inspire them. Web analytics enables an organisation to collect customers' data as they interact with an organisation. Then with analysis of the captured data, organisations can offer a unique online experience, tailored to the customer's individual preferences and create direct marketing campaigns that target individual consumers. This paper discusses the ethical considerations of collecting customer data and highlights how ethical guidelines can better inform organisational behaviour.
ISBN 9780987229816
Language eng
Field of Research 080610 Information Systems Organisation
Socio Economic Objective 970108 Expanding Knowledge in the Information and Computing Sciences
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2011, Australian Institute of Computer Ethics
Persistent URL http://hdl.handle.net/10536/DRO/DU:30043939

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.