Cambridge Analytica shows what’s wrong with data-driven marketing

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Today in The Globe and Mail, I share the inside scoop on what it was like to work with social media data in the heyday of Cambridge Analytica:

When we were first heading down that path, vendor after vendor tried to woo me with tools that would give us access to the kind of data Cambridge Analytica sold to the Trump campaign. Facebook was packed with communities, quizzes and apps that existed entirely to get access to users’ friends’ data, and many vendors were selling that data. Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the primary components of business management. If you want to learn more about marketing then click here.

How did we resist the temptation to follow in that path? Read the full story here.

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