The project at AT&T is about new market entry. The company wants to gain a competitive advantage by developing a new product of high quality and satisfying the consumer's utility. There are various ethical and legal issues related to the analytics implementation. Adherence to moral and legal problems effectively ensures success in achieving the project goals and objectives. The venture of AT&T aims at taking advantage of the social media platform in marketing the product. If there is poor coordination on how best to integrate their strategies with the online operations, they will violate the code of conduct.
One of the ethical and legal issues vital in analytics implementation is the data's ambiguity. The information is essential for the organization to monitor its operations and implement strategies to reach its goals and objectives (Abowd, 2017). Therefore, there is a need to protect the data failure, to which there will be an ethical issue of privacy. It is possible to maintain privacy by limiting the amount of data collected. Equally, the data can undergo an alteration that makes it less revealing and regulating the access.
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Another issue is that of informed consent. All the users of the product need to be notified by AT&T that their information is being collected. Equally, there needs to be informed on where the data collected will be used. The focus is to avoid court cases where the users can claim a violation of the ethical code of conduct. AT&T will be able to save themselves from embarrassment from consumers and other organizations who, for instance, may fill out the information and find themselves as targets for the marketing campaigns. There is a need for anonymization to protect an individual's identity, whose data is used in data collection to facilitate the marketing plans.
A big issue and impact that might arise from the ethical and legal consideration is a disruption of the organizational culture. And interruption of the culture will lower the employees' level of performance. The organization will be dealing with many ethical violation cases than focusing on the project's intended aim. It is essential to address the issue to focus on the organization (Abowd, 2017). The purpose should be on how to achieve the set goals and objectives. Also, addressing the issue is primary in maintaining a good reputation for the company. They will attract more customers and expand on their customer portfolio. Lastly, addressing the problem will deal with employee turnover, which will reduce. The employee retention rate will be high, and everyone will want to succeed.
One of the strategies that can be used in addressing the issue is to limit the number of people who can assess the data collected. Only authorized personnel should be granted the opportunity to handle the information. They should take full responsibility and be accountable if there is any privacy violation issue that might arise. Another effective solution is to use a bottom-down approach that will be used in the implementation of the project. The system's focus is to ensure that all the organizational members' opinions are included in the decision-making process (Abowd, 2017). The implementation strategy should be a pilot approach. The implementation takes place in phases in the design, increasing the adoption rate. There will be less employee turnover and an increase in the project's success level.
References
Abowd, M. (2017). How Will Statistical Agencies Operate When All Data Are Private?” Journal of Privacy and Confidentiality, 7 (3): 1–15.
