{"id":14011,"date":"2021-09-13T10:59:04","date_gmt":"2021-09-13T08:59:04","guid":{"rendered":"https:\/\/torresycarrera.com\/?p=14011"},"modified":"2023-03-22T11:59:00","modified_gmt":"2023-03-22T11:59:00","slug":"big-data-etica-y-seguridad","status":"publish","type":"post","link":"https:\/\/torresycarrera.com\/en\/big-data-etica-y-seguridad\/","title":{"rendered":"Big data, \u00e9tica y seguridad"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14011\" class=\"elementor elementor-14011 elementor-3483\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-178dc570 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"178dc570\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-38307422\" data-id=\"38307422\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6f1b7490 elementor-widget elementor-widget-text-editor\" data-id=\"6f1b7490\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p>El debate en torno al uso \u00e9tico de los datos debe abordarse partiendo de la premisa de que el <strong>desarrollo tecnol\u00f3gico<\/strong> carece de alcance \u00e9tico. Son nuestras decisiones, al menos hasta un desarrollo may\u00fasculo de la inteligencia artificial, las que determinan lo bueno o malo de su uso. \u00a0En general, resulta evidente que el <strong>big data<\/strong> contribuye positivamente al desarrollo de la sociedad permitiendo, entre otros, dise\u00f1ar urbanismos inteligentes, prevenir el fraude o mejorar la eficiencia de las empresas.<\/p>\n<p>Desde la perspectiva del <strong>marketing digital<\/strong>, el big data nos permite tomar decisiones de marketing y negocio inteligentes orientadas a impactar a los p\u00fablicos de la forma m\u00e1s personalizada y relevante posible. En este sentido, los profesionales del marketing y las <strong>agencias de comunicaci\u00f3n<\/strong> tenemos la responsabilidad de poner todos los mecanismos necesarios para que \u201cla \u00e9tica\u201d est\u00e9 presente a lo largo de todo el ciclo de vida del \u201cdato\u201d, desde la captaci\u00f3n hasta la gesti\u00f3n y explotaci\u00f3n. As\u00ed, no solo es necesario cumplir con la ley y recabar la autorizaci\u00f3n de los usuarios para el uso de sus datos, comprometi\u00e9ndonos a proteger su <strong>privacidad<\/strong>, sino que es fundamental apelar a la subjetividad humana procurando interpretar los datos dentro de un contexto social que es complejo y diverso y en el que la no discriminaci\u00f3n y el respeto por los derechos de las personas es vital.\u00a0<\/p>\n<p>Pero no s\u00f3lo las <strong>estrategias de marketing digital<\/strong>, sino tambi\u00e9n las <strong>estrategias empresariales<\/strong> en general, deben estar sustentadas en el uso \u00e9tico y transparente de los datos. En la era digital, la <strong>reputaci\u00f3n corporativa<\/strong> tambi\u00e9n tiene en cuenta la forma en que las empresas y sus empleados gestionan los datos.<\/p>\n<p>Puede darse la circunstancia ocasional de que los datos est\u00e9n sesgados o manipulados, por ejemplo, por haber sido procesados a trav\u00e9s de algoritmos err\u00f3neos, por lo que la interpretaci\u00f3n humana sigue teniendo un papel fundamental a la hora de plantear estrategias de marketing digital capaces de consolidar las intenciones de b\u00fasqueda y necesidades de los usuarios.<\/p>\n<p>En Torres y Carrera evolucionamos hacia posiciones tecnol\u00f3gicas de frontera, pero precisamente, sin olvidar la carga de raz\u00f3n que nos debe humanizar siempre. En 2019, publicamos un ensayo \u2013 \u201c<a href=\"https:\/\/www.profiteditorial.com\/libro\/en-tiempo-de-dragones\/#:~:text=Este%20libro%20recorre%20la%20senda,denominados%20%C2%ABgrupos%20de%20inter%C3%A9s%C2%BB.\" target=\"_blank\" rel=\"noopener noreferrer\">En tiempo de Dragones<\/a>\u201d\u2013, para entender la <a href=\"https:\/\/torresycarrera.com\/act\/profit-publica-en-tiempo-de-dragones\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>revoluci\u00f3n tecnol\u00f3gica<\/strong><\/a>, analizar fen\u00f3menos como el de la <strong>cara oculta del big data<\/strong>, <strong>la protecci\u00f3n de la intimidad<\/strong> o la <strong>ciberseguridad<\/strong>, y en definitiva, contribuir a construir una sociedad mejor.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>El debate en torno al uso \u00e9tico de los datos debe abordarse partiendo de la premisa de que el desarrollo tecnol\u00f3gico carece de alcance \u00e9tico. Son nuestras decisiones, al menos hasta un desarrollo may\u00fasculo de la inteligencia artificial, las que determinan lo bueno o malo de su uso. \u00a0En general, resulta evidente que el big [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":10917,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[368,370],"tags":[613,564,426,375,614,503,394],"class_list":["post-14011","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-corporate","tag-big-data-en","tag-ciberseguridad-en","tag-etica-2","tag-marketing-digital-2","tag-privacidad-en","tag-reputacion-en","tag-social-media-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Big data, \u00e9tica y seguridad - Torres y Carrera<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/torresycarrera.com\/en\/big-data-etica-y-seguridad\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Big data, \u00e9tica y seguridad - Torres y Carrera\" \/>\n<meta property=\"og:description\" content=\"El debate en torno al uso \u00e9tico de los datos debe abordarse partiendo de la premisa de que el desarrollo tecnol\u00f3gico carece de alcance \u00e9tico. 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