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    Marketing the Future

    Article by Wharton, University of Pennsylvania

    Data analytics helps marketers learn about their customers with target precision, from the movies they watch on Netflix to their favorite scoop of chocolate ice cream.

    Data is ubiquitous, essential and beneficial — except when it’s not.

    Experts warn that data analytics is at an inflection point. Growing concerns about security risks, privacy, bias and regulation are bumping up against all the benefits offered by machine learning and artificial intelligence. Layer those concerns on top of worries about the coronavirus pandemic and how it has rapidly changed consumer behavior, and the challenges become clear.