There is a web advertising company that collects users' dataevery time they click on a website, post a message on a social app,send an e-mail, or do any online searching. This data is then soldto companies so that they can use it to send customizedadvertisements to potential customers.
The exercise equipment company you work for is given access tothis data, and you are asked to create association rules toidentify future customers who are likely to buy the company's newexercise product.
After performing association rules analysis, you discovercertain patterns that are very accurate in predicting thelikelihood that a customer will buy the new exercise equipment.This discovery is likely to make your company a lot of money andalso make you an analysis superstar at your company. At the sametime, you realize the web advertising company has been collectingits data using inappropriate, albeit not illegal, means. Eventhough most consumers realize their online activities are trackedwithout their express permission, do you consider this ethical?Does the fact that the product the exercise company wants to sellis one that can benefit the customer? Justify your opinions withspecific business examples.
