The Trust ImperativeThe Trust Imperative: A Framework for Ethical Data Use

By Susan Etlinger, Industry Analyst with Jessica Groopman, Industry Analyst





For strategists and executives at medium to large enterprises involved in digital strategy, innovation, marketing, service, product, customer experience, or data

Table of Contents

• Trust is a CEO Issue

• The Challenges of Trust and Data Use

• Principles of Ethical Data Use

• Fundamentals of Ethical Data Use

• Best Practices and Recommendations

Executive Summary

The way organizations use data use is affecting consumer trust, and that trust affects not just a brand’s reputation, but its business performance as well. As a result, chief executives who wish to sustain the trust of their customers and constituents must take a hard look at how their organizations collect and use customer data, and the effect of those practices on customer relationships, reputation, risk and revenue.

This report by Altimeter Group analyst Susan Etlinger lays out key drivers and principles for ethical data use. It discusses emerging best practices, and—most importantly—a pragmatic framework that organizations can use to earn—and build—the trust of customers and consumers. This framework lists the questions that need to be asked at each stage of collecting and analyzing data, helping brands earn the trust of their customers, and safeguarding against both legal and ethical transgressions.


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