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.
|Title of host publication||AiCE 2012|
|Subtitle of host publication||Proceedings of the 6th Australian Institute of Computer Ethics conference 2012|
|Place of Publication||Melbourne, Vic|
|Publisher||Australian Institute of Computer Ethics|
|Publication status||Published - 2012|
Kenny, R., Pierce, J., & Pye, G. (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.