February 10, 2020 at 8:00 AM (duration 01:00)
Watch Ethics of Big Data: Value Personas in Practice Event Streaming Online
Ethics of Big Data is about finding alignment between an organization's core values and their day-to-day actions in a way that balances risk and innovation. As Big Data brings business operations and practices deeper and more fully into individual lives, it is creating a forcing function that raises ethical questions about our values around concepts like identity, privacy, ownership, and reputation. How we understand those values and align them with our actions when innovating products and services using Big Data technologies benefits from a framework that provides a common vocabulary and encourages explicit discussion. The use of audience or user personas is a common methodology in advertising, user experience design, and product and market research. In practice, attributes are associated with a hypothetical individual for the purpose of segmenting audiences into predictable behaviors and needs.