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Where’s Waldo? A framework for quantifying the privacy-utility trade-off in marketing applications

Research that estimates customers’ privacy risk and finds that data protection methods commonly used in practice do not offer a reliable guarantee of privacy protection. Researchers developed a framework that describes the use of deep learning to generate synthetic data that are both (differentially) private, and useful for marketing analysts.

Read the research: https://www.sciencedirect.com/science/article/pii/S0167811624000417?via%3Dihub

Participants
  • Gilian Ponte
    Role: Faculty
    Reference type: Co-written by
Media Outlets
  • International Journal of Research in Marketing (Scientific or industry journal)