Resolving these competing visions of the digital future will be key to reining in cybercrime and defending data privacy from governments and Big Tech, but it will require the same kind of global response that precipitated the rise of the climate change activism. The truth is, if we want to save the internet from becoming the hunting ground of criminal bandits, dictators, demagogues and wealthy tech dilletantes with a political axe to grind, the public itself is going to have to take radical action.
The study, forthcoming in the Journal of Marketing, is titled “Informational Challenges in Omnichannel Marketing Remedies and Future Research” and is authored by Koen Pauwels, Haitao (Tony) Cui, Catherine Tucker, Raghu Iyengar, S. Sriram, Anindya Ghose, Sriraman Venkataraman, and Hanna Halaburda.
Often viewed as the panacea for one-to-one marketing, omnichannel experiences data, marketing attribution, and consumer privacy frictions. The research team demonstrates that advances in machine learning (ML) and blockchain can address these frictions. However, these technologies may in turn also present new challenges for firms and opportunities for academic research.