Data Ethics

Data ethics is a system of values and moral principles related to the responsible collection, use and sharing of data. Manage all collected data in accordance with legal regulations and customer expectations. Gain their trust and improve Customer Experience.

Let customers decide what personal data they share, which they want to save and how it will be used for multichannel campaigns. Put data collection ethics first!
Treat users with the appropriate respect so that they want to establish an ongoing relationship with your e-shop. Provide easy access to managing their consents.
There are multiple options for collecting data, among others progressive forms. Choose a non-intrusive way of gathering information about customers!


modern business model and become transparent to gain your customers’ trust


transparency about what customer data is actually used for to ensure a better reputation, trust, retention, and loyalty of all customers


a universal framework to guide what will and won’t be done with customers’ data


strong data management, educate employees on transparently monitoring customers' behavior and preferences


the personal data rooted throughout the organization sustainably and ensure ethical responsibility in the short, medium and long term


any unintentional biases that can always happen or create a negative image of your brand driven by poor business decisions


the doubts about customers data shared with third parties


on taking ethical actions across all channels all the time


your contacts informed about actions taken with their information and data

Principles of Data Ethics

  • Transparency as a priority

    Data processing activities have to be clear and understandable by the individual in terms of understanding risks, as well as social, ethical, and societal consequences.

  • The human being at the center

    Business would not exist without people, so human interests must prevail over institutional and commercial ones. The human always has to stay in the center and have the primary benefit of data processing.

  • Individual data control

    A person’s self-determination should be prioritized in all data processes and the person should be actively involved with regard to the data recorded about them.

  • Accountability

    Use but also protect personal data in a reflective, reasonable and systematic way. Make efforts to reduce the risks for the individual and to mitigate social and ethical implications.

  • Equality

    Process data but still pay special attention to vulnerable people, who are particularly exposed to profiling that may adversely affect their self-determination and control or expose them to discrimination or stigmatization. Reduce bias in the development of self-learning algorithms.

  • Capabilities
  • Data ethics policy
  • Full transparency
  • Focus on zero-party data
  • Customer-needs centric
  • Ensuring ethical AI
  • Preference Center
  • Consent management center
  • Content maximally relevant and tailored to individual user needs