Publications
Publications
- September 2020 (Revised July 2022)
- HBS Case Collection
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
Abstract
This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing decision that generates the bias and highlighting the consequences of such a bias. Then, it explains the potential causes of algorithmic bias and offers some solutions to mitigate or reduce this bias.
Keywords
Algorithmic Data; Race And Ethnicity; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeting; Targeted Advertising; Pricing Algorithms; Ethical Decision Making; Customer Heterogeneity; Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Marketing Communications; Analytics and Data Science; Analysis; Decision Making; Ethics; Customer Relationship Management; E-commerce; Retail Industry; Apparel and Accessories Industry; United States
Citation
Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Technical Note 521-020, September 2020. (Revised July 2022.)