How to Do A/B Testing Ethically?
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Important ethical consideration or principle is having the level of your privacy for your users that at least adheres to your privacy agreement for this part. It is also important to know which levels of data minimization are there available for the users because there is difference between anonymous and anonymized data or pseudo anonymous data.
Anonymized data means that the user cannot be tied to their actions and interactions with the application in anyway. But most companies keep pseudo anonymized data is sort of separated from their actions. So there is a dataset or multiple datasets tracking user actions but they do not keep the the specific identity of the user, neither the email nor the name. They just have a randomly generated user I.D and based on it you see all the tracking, you see the timestamps of when they were active in the application or when they interacted with the product.
However, if you join those two tables, the one with the user ID with the one that contains sensitive user data such as their location , email, name, address then the data is no longer anonymized. Most companies solve that by having those tables separated and restricting access to the sensitive user data table. Even with anonymized data you can still with sufficient information track a specific user’s address just by the locations he checks in at.
Watch the end of this 365 data science tutorial where we will be introducing the dangers of potential discriminatory practices and what are the legal and illegal discriminatory practices.
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