In this chapter, we discuss both the great advantages and potential harms ushered in by this era of data collection, as well as ways to mitigate the harms while maintaining the benefits. Specifically, we propose and discuss classes of potential solutions: methods for collecting less data overall, transparency of code and models, federated learning, and identity management tools, among others. Some of these solutions can be implemented now, others require a longer horizon, but all can begin through the advocacy of marketing research. We also discuss possible ways to improve on the benefits of data collection – by developing methods to assist individuals pursue their long-term goals while advocating for privacy in such pursuits.
Turjeman, D. and Feinberg, F.M. (2020), "Our Data-driven Future: Promise, Perils, and Prognoses", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, pp. 105-121. https://doi.org/10.1108/S1548-643520200000017012Download as .RIS
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