Ethical Challenges and Business Value of Consumer Behavior Data in Precision Marketing

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摘要

In the digital age, consumer behavior data has become a core asset for enterprises to carry out precision marketing, enabling them to accurately identify target customers, customize marketing strategies, and improve marketing efficiency. However, while consumer behavior data brings huge business value, it also triggers a series of ethical challenges, such as privacy leakage, data abuse, and algorithmic discrimination. This article explores the dual impact of consumer behavior data on precision marketing. It first analyzes the specific manifestations of the business value of consumer behavior data in precision marketing, then discusses the ethical challenges faced in the collection, analysis, and application of consumer behavior data, and finally puts forward corresponding countermeasures to balance the business value and ethical norms. The research shows that only by effectively addressing ethical challenges can enterprises give full play to the business value of consumer behavior data in precision marketing and achieve sustainable development.

文献引用

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