Marketers need to bring diversity to intrinsically biased data sets

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 20, 2019, 4:10 AM UTC

This is required to protect the integrity of data.

Speakers at Weber Shandwick’s fringe panel session at the Cannes Lions festival discussed the importance of eliminating intrinsic biases from data sets to protect the integrity of data. Bonin Bough, founder and chief growth officer at Bonin Ventures observed that human bias is naturally being introduced to technology today while also shaping it.

Gail Heimann, president at Weber Shandwick questioned how data’s integrity can be protected given the marketing function’s dependence on it. To this, IBM designer Adam Cutler noted that the AI or machine learning being used in marketing for data gathering and evaluation is being programmed by intrinsically biased humans.

Bough recognised diversity of thought as one of the biggest challenges in organisational decision-making and reasoned that, “our decisions are shaped by our background”. He made a case for bringing diversity to data.

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