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Web Analytics Code of Ethics

BEHAVIORAL TARGETING

September 30, 2010

The Wall Street Journal interviewed Eric Peterson and John Lovett of consulting firm Web Analytics Demystified about their efforts to create a code of ethics for Web analysts to clarify "what this stuff can be used for, and more importantly, can't be used for." The consultants credit a recent WSJ series, "What They Know," for opening their eyes to the fact that there was no "consistent platform" for the field. The pair has proposed the creation of a certification program which could grow to become a trustmark. (Registration may be required to access this story.)
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