Update on 8-29-2023
Last week, I put up a poll that asks users what they would do if faced with some ethical dilemmas that arise on the business side of data science. I'm presenting the first set of results here. I'm guessing the responses have stabilized but will provide further updates below should the trends shift.
Case Study 1
Is it acceptable for BestHotels.com to present fake statistics to influence users?
A. Yes (8%)
B. No (87%)
C. I don't care (5%)
Case Study 2
Has AnyVoice done enough to mitigate such scams?
A. Yes (18%)
B. No (73%)
C. I don't care (9%)
Case Study 3
Should ZT&C launch the downgrade campaign?
A. Yes (27%)
B. No (42%)
C. I don't care (31%)
Case Study 4
Should banks be allowed to sell such customer data?
A. Yes (8%)
B. No (92%)
C. I don't care (0%)
Case Study 5
A. Yes (66%)
B. No (30%)
C. I don't care (2%)
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What do I make of these results?
First the limitations. They reflect the biases of my blog's readers. Also, these issues are worthy of a substantive debate that goes beyond a poll. I chose scenarios that I think are not clear-cut, allowing arguments from either side; the poll format forces readers to pick a side, and it appears on average each question (except one) has a definitely more popular position.
The most lop-sided response came for Scenario #4 in which data scientists purchase bank account data to develop "personalized" pricing. Over 90% of respondents don't want banks to sell their data for this purpose. This is also the only scenario in which almost everyone had an opinion!
People in the business already know that this scenario has already happened, and I am not aware that any American government agency has bothered to ask citizens whether they condone this practice. One agency did intervene to stop a merger between Visa and one of the key vendors of such data but that action isn't a pushback against selling bank account data.
Food for thought: can these data science models be justified because they advance social justice? One could argue that the pricing tool would hike prices on those who can afford them while lowering prices on those who can't.
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Scenario #3 is also an example of personalized pricing: here, the data scientists create models that determine whether broadband subscribers are paying too little or too much. The responses are roughly split in three: respondents who have no opinion; those who want to notify premium subscribers that they can save money by downgrading their plans; and those who think the company should let the subscribers stay in their plans.
In this case, the business has all the usage data it needs to build the model, unlike in Scenario #4 when the best data for the job must be acquired from third parties. In Scenario #4, the business adjusts pricing for everyone while the overall change leaves the business with more revenues. In Scenario #3, the business definitely takes the action that increases its revenues, and is debating the other action that suppresses revenues.
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Here is the link to the poll.
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