Influence vs control: the morals of behavioural marketing

In this week's episode we take a look at the possibility of behavioural marketing - both the good and the bad. In order to do behavioural science effectively we have to gather information on our audiences. But what happens when that data is misused - and how do we ensure it's only used constructively?Some high profile instances of data misuse - Cambridge Analytica among them - demonstrate that while the practices of behavioural marketing are sound, the means of doing it are susceptible to misuse. This episode of the The Drum Network podcast seeks to examine all that - and more:• The use of techniques from psychology and behavioural science to segment people and influence their behaviour has been on a journey over the last few years, with Cambridge Analytica a low point and continued pressure for people using these techniques to be more transparent. How should behavioural science practitioners in the advertising space make sure their work is ethical?•What regulations and standards should marketers be aware of?•Other than privacy and transparency, what other ethical dimensions are at play in this space? For example, implicit bias in research, etc.•What is the role of big tech in this ecosystem, and how can marketers navigate that ecosystem responsibly?The Drum's senior tech reporter Chris Sutcliffe is joined by an expert panel, consisting of: Tara Austin of Ogilvy; Reading Room's Alexei Lee; and Roy Armale of VMLY&R Commerce.

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