An assessment of data analytics in digital marketing on consumer privacy: A case study of a tech company in Lagos, Nigeria.
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Background of the study
Data analytics has revolutionized digital marketing by enabling tech companies to gather, analyze, and leverage vast amounts of consumer data to deliver personalized advertising. In Lagos, a prominent tech company has adopted advanced analytics tools to optimize its marketing campaigns and enhance customer engagement. However, the use of data analytics raises significant concerns regarding consumer privacy, as personal data is often collected and processed without explicit user consent. This study examines how the tech company’s use of data analytics in digital marketing impacts consumer privacy, exploring the methods of data collection, the extent of data processing, and the security measures implemented to protect sensitive information (Ibrahim, 2023; Adeyemi, 2024). The research delves into the potential trade-offs between achieving marketing efficiency and ensuring robust privacy protection. It also considers the regulatory frameworks that govern data usage in Nigeria and evaluates whether current practices meet these legal requirements. Moreover, the study investigates consumer perceptions of data privacy and their willingness to share personal information when exposed to data-driven marketing tactics. By critically analyzing these aspects, the research aims to offer insights into best practices for balancing effective digital marketing with ethical data management. Ultimately, this investigation seeks to contribute to the ongoing discourse on digital privacy by identifying strategies that can help tech companies foster consumer trust while maximizing the benefits of data analytics (Chinwe, 2025).
Statement of the problem
Despite the advantages of data analytics in enhancing digital marketing performance, the intensive collection and processing of personal data have led to increased consumer privacy concerns. Many consumers are skeptical about how their personal information is used, which may undermine their trust in the tech company. There is a lack of empirical evidence regarding the extent to which data analytics practices compromise consumer privacy and how these practices influence consumer behavior. The tech company in Lagos faces the challenge of reconciling the benefits of personalized marketing with the need for stringent data protection measures. Inadequate transparency and inconsistent data security protocols further exacerbate privacy issues, leaving consumers uncertain about the safety of their information. This study seeks to fill the gap by assessing the impact of data analytics on consumer privacy and offering recommendations to optimize privacy measures without sacrificing marketing effectiveness (Okafor, 2024).
Objectives of the study:
To evaluate how data analytics practices in digital marketing affect consumer privacy.
To examine the effectiveness of existing data protection measures in the tech company.
To propose strategies that balance data-driven marketing with robust privacy safeguards.
Research questions::
How do data analytics practices influence consumer privacy concerns?
What measures are currently in place to protect consumer data, and how effective are they?
How can tech companies optimize digital marketing strategies while ensuring consumer privacy?
Significance of the study
This study is crucial for tech companies seeking to leverage data analytics while maintaining consumer trust. It provides actionable insights into the privacy challenges associated with digital marketing and offers recommendations for enhancing data protection measures. The findings will help companies balance personalized marketing benefits with ethical data usage, ultimately supporting sustainable digital marketing practices and reinforcing consumer confidence in a competitive market (Adeleke, 2024).
Scope and limitations of the study
The study is limited to a tech company in Lagos, Nigeria, focusing exclusively on the impact of data analytics in digital marketing on consumer privacy. It does not cover other digital marketing aspects or companies outside Lagos.
Definitions of terms
Data analytics: The process of examining raw data to draw conclusions about information.
Digital marketing: Marketing techniques that use digital channels to reach consumers.
Consumer privacy: The right of consumers to control the collection, use, and dissemination of their personal information.
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