Susan Etlinger is an industry analyst with Altimeter Group, a Prophet Company, where she promotes the smart, well-considered and ethical use of data. She conducts independent research on these topics and advises global executives on data and analytics strategy. In addition, she works with technology innovators to help them refine their roadmaps and go-to-market plans.
Etlinger is on the board of The Big Boulder Initiative, an industry organization dedicated to promoting the successful and ethical use of data. She is a TED speaker, is regularly asked to speak on data strategy and best practices, and has been quoted in media outlets such as The Wall Street Journal, The New York Times, and BBC.
The Trust Imperative: A Framework for Ethical Data Use
Nearly every week, we read stories about how organizations are using consumer data, from ad targeting and personalization to product development, risk management and beyond. As a result, information about individuals’ attitudes, behaviors, personal attributes and location continues to proliferate, driven by the Internet, networked devices and social media. But how do consumers actually feel about this?
There is a gathering body of evidence that strongly suggests the way organizations use data is affecting consumer trust, and that trust plays a major role in brand reputation and business performance. As a result, executives who wish to sustain the trust of their customers and constituents must take a hard look at how their organizations collect and use data. In this keynote, industry analyst Susan Etlinger will lay out key drivers and principles for ethical data use, emerging best practices, and a pragmatic framework that organizations can use to earn—and maintain—the trust of customers and consumers.
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