Tech &
Data
Data
This is the general term for technology that performs tasks connected to human thinking, like generating, predicting, or responding.
Artificial intelligence (AI)
A customer actively checks a box that says, “Yes, send me deals.” What principle is this?
Consent / opt-in
An unfair pattern in data or technology that disadvantages a group is called what?
Bias
A shopper searches “hiking boots” and the site shows boot filters during that same visit. Necessary or unnecessary data use?
Necessary
GreenLeaf Grocery studies millions of purchases, clicks, and reviews to find shopping trends. What is this large-scale collection and analysis called?
Big data
Metro Sports Outlet's coupon form only asks for an email address, nothing else, to deliver a coupon by email. What principle does this follow?
Data minimization
A marketing employee checks an AI tool's generated ad claims before they go live. What concept does this show?
Human oversight
Trailhead Outdoor's unsubscribe link doesn't actually stop the emails for two weeks. What has the company failed to honor?
Opt-out
BrightWave Electronics' system learns from purchase patterns to predict that a customer will want a phone case after buying a phone. Name the concept, and explain in one sentence how it differs from personalization.
Predictive analytics — it forecasts future behavior, while personalization adjusts a current message or experience.
Coastal Bloom Skincare collects emails for receipts, then sells them to unrelated advertisers without telling customers. Name the principle violated and explain why it matters for customer trust.
Purpose limitation — using data for a new, unstated purpose breaks the promise customers were given, which damages trust.
UrbanFit Athletics' algorithm shows discount codes more often to shoppers browsing men's categories than women's, with no clear business reason. What should the marketing team do first?
Investigate the pattern for bias and pause it until it has been reviewed.
NovaTech Gadgets wants an AI tool to write personalized product descriptions for every shopper automatically, with no review before publishing. What's missing, and why does it matter?
Human oversight is missing — without it, inaccurate or misleading AI-generated claims could go live unchecked.
Sunrise Bakery's app sends an automatic email two hours after a cart is abandoned, recommending an item that matches the cart's contents. Name THREE tech concepts at work here and explain how they connect.
Automation (the trigger-based send), customer data (the cart contents), and personalization (matching the recommendation to that data) — all working together to reach the shopper.
Apex Fitness App wants to launch a new AI meal-suggestion feature. Name TWO specific privacy safeguards the team should build in before launch.
Any two of: collect only relevant data, give a clear transparent notice, require active opt-in for the new use, set a data retention limit, or add human review of AI suggestions.
Explain why an AI system can be efficient and still be unethical. Give one specific marketing example to support your answer.
Efficiency measures speed or accuracy, not fairness — a system can work “well” while still producing unfair outcomes, e.g. an algorithm that efficiently targets discounts only by ZIP code in a way that excludes certain neighborhoods.
Frostline Creamery's sign-up message says it started tracking visits across all locations and a few partner retailers, and that “no action is needed.” Identify TWO problems and name the principle each one breaks.
(1) No real consent/opt-in — the message assumes silence means agreement. (2) Sharing data with partner retailers goes beyond the stated purpose — a purpose limitation (and transparency) problem.