Navigating compliance and regulations in marketing analytics: Upholding ethical standards and consumer trust

Animesh Kumar Sharma and Rahul Sharma
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Animesh Kumar Sharma: Research Scholar, Lovely Professional University, India
Rahul Sharma: Professor, Lovely Professional University, India

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 10, issue 1, 77-92

Abstract: This paper delves into the multifaceted marketing analytics compliance and regulation landscape across diverse business sectors and legal frameworks. It discusses a spectrum of norms with respect to overseeing data collection, processing and utilisation in marketing endeavours. Stringent global laws govern the handling of personal data, necessitating strict adherence. The paper scrutinises pivotal compliance elements like consent, transparency and data security alongside pivotal legislation like the California Consumer Privacy Act and the General Data Protection Regulation. It assesses the implications for marketing analytics, emphasising rights regarding personal data access, erasure anonymisation methods and ethical data use. Non-compliance repercussions, encompassing legal and financial risks and reputational harm, are highlighted, as many industries are facing distinct regulatory challenges. The paper details the essential components of policies, training, monitoring and enforcement that are crucial to ensuring marketing compliance. It stresses the role of technology, advocating for marketing compliance software to streamline processes, monitor compliance and adapt swiftly to regulatory shifts. It elucidates the collaborative nature needed within marketing teams to achieve effective compliance management. The conclusion highlights how compliance software helps with regulatory updates, data privacy, monitoring and content assessment. This paper emphasises the dynamic nature of marketing analytics compliance, urging vigilance with regard to legislative alterations and technological advancements. The paper provides a comprehensive insight into managing compliance challenges in this evolving field while upholding ethical standards and fostering consumer trust.

Keywords: marketing analytics; compliance and regulation; data protection legislation; non-compliance consequences; data compliance; risk management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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