MERCADEO Versión en español
Kinesso Marketing Intelligence Engine: Data Science Must Serve the People
Manuela Walfenzao| 4 de marzo de 2020
Panel Produ
Sheila Colclasure, SVP of Global Digital Responsibility and Public Policy at Kinesso, the Interpublic Group’s marketing intelligence engine, and Mara Fernandez, associate publisher and director for U.S. Hispanic and Latin America at PRODU, discussed the subject of conscious marketing on a panel during Advertising Week Latin America. “We’re at a turning point in our history when, thanks to technology, everything is connected and generating data,” Colclasure said. “Having access to that amount of information requires us to apply conscious marketing and understand that our work has to do with human values. When you design a campaign, do you do it to earn money or to meet the needs of an audience? To practice conscious marketing you must begin with empathy and thinking about people’s interests, and this is true in a range of activities from engineering to product design.” Talking with Fernandez, Colclasure said that marketing and communications are the guardians of culture, so observing data ethics is vital. This means that when you use data, it must come from an ethical source. You must evaluate the way you connect with it and do it legally, detecting risks and judging whether it will cause people some kind of harm. Finally there’s the question of justice: “We need all these technological inventions to be transparent and answerable to the law.” She noted that data science should serve the people. “Is our way of connecting with people respectful, is it efficient, and is it timely? Such conscious communication is achieved through data and personalization. We are in an era of empathy, communication and respect for consumer data.”
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