‘People working with data need to ask more questions for integrity’

For some years now, discussions surrounding the management of substantial customer data within the realm of MarTech have invariably delved into questions of ethics and responsibility. Mebrulin Francisco, Global Head of Data Strategy and MarTech at EssenceMediacom, and Prateek Tomar, Head of Martech & Data at Apollo 24/7, recently engaged in a conversation with Apoorv Durga, Vice President of Research & Advisory at Real Story Group at the e4m MarTech Conference, shedding light on the imperative need for ethical data handling approaches.

The discussion, titled ‘Human Centric Martech: The Heartbeat of Digital Transformation with Integrity,’ spanned various facets, addressing the elimination of biases arising from data collection and exploring how organizations can instill a sense of responsibility among employees in handling such data.

When Apoorv asked Mebrulin about ensuring developers take responsibility for the AI products they create, she emphasized the significance of global organizations establishing data committees. She noted, "The role of this committee is not just to be the overlord but to create guidelines distributed across the organization, integral to company training. This is crucial for instilling values that prioritize care for the products produced, making ethical considerations part of programmers' day-to-day work."

Mebrulin extended the importance of ethical considerations beyond developers, urging anyone involved in or contemplating data-related work to think critically about ethical dimensions. She advised, "Even if you are not on the programming side of things, start thinking about more questions that you should be asking, your employees should be asking about data and ethics."

In the healthcare industry, where patient data is exceptionally sensitive, Prateek Tomar highlighted the need for accountability across the entire ecosystem. Discussing how Apollo approaches this, he explained, "In our ecosystem, Martech sits at the centre of multiple teams," emphasizing the collaborative nature of their workgroups. Prateek detailed the involvement of CRM, data lake engineering, and data science teams, pointing out the precision and accuracy required when dealing with health records and recommending preventive measures or specific doctors. He emphasized a cross-functional workgroup where central ownership lies with the Martech team, but accountability is distributed among various pillars, ensuring a collective contribution.

Mebrulin Francisco delved into the issue of biases, stressing the importance of addressing them ethically. The conversation highlighted the role of AI in this space, emphasizing the imperative for organizations to handle their vast reservoirs of data with care, viewing them through a human ethical lens for optimal use in business growth.