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A Benefit or a Harm?
By algorithm we understand a list of rules that should be followed in a certain order for the purpose of solving the problem (“Algorithm” par.1). Due to the rapid development of computational technologies, modern software developers have an opportunity to increase the efficiency of their programs with help of advanced algorithms. Nowadays, algorithms are used in many spheres of human activity. Due to a great ambiguousness of the phenomenon, the use of algorithms cannot be called a method causing positive or negative consequences. In fact, the results of the use of various methods of data collection and analysis usually depend upon the real intention of their creator.
Algorithms used in different spheres of our activity tend to have different application targets as well. I believe that the use of algorithms is essential if we consider the spheres bearing a direct relation to human health. Algorithms are impossible to replace when it comes to the disease diagnostics. The functioning of almost all medical facilities such as tomographic scanner is based on the use of various algorithms (Villasenor par. 11). What is more, when the doctor is making a diagnosis based on observations that do not require the use of special facilities, he also uses an algorithm. The benefits of the use of algorithms are numerous, as they help to distinguish between the primary and the secondary objectives. Thus, algorithms prevent people from fulfilling unnecessary tasks.
At the same time, the algorithms sometimes fail and its consequences can threaten the security of the people and their personal data (Duhigg par.13). What is more, some algorithms are used to arrange the information in accordance to its relevance for the user (Dewey par. 5). In addition to the benefits of such a program, it may also limit or block an access to the information in the social networks that is considered to be irrelevant (Sandvig par. 13).
The Use of Algorithms Causes Risks
In his article “The Perils of Algorithm-Based Marketing”, Utpal Dholakia (2015) expresses his opinion on the negative sides of marketing strategies based on algorithms. Because of the title of this article, one may suppose it to contain nothing but the critical comments on the use of algorithms in marketing. In fact, the author pays much attention to explaining the reasons why algorithms are indispensable for intelligence analysts. For instance, he mentions that processing of data concerning customers’ preferences and interests is impossible without algorithms. Despite all the benefits that it may bring, the use of algorithms also causes certain risks.
In the discussed article, Dholakia cautions companies against the extensive use of algorithms, and he distinguishes a few reasons for that. At first, he reminds that algorithms are not sensitive enough to react to the context of the situation. Thus, they are unable to provide customer with the response that he would like to get. What is more, Dholakia states that customers may feel that the company knows too much about them and they will beware of working with the company in the future. To solve all these problems, he proposes marketers to use all the possible ways of making the algorithm work in a human-like ways. In his opinion, a customer believing that he is communicating to a specialist is more likely to be satisfied with the collaboration. Overall, I believe this article to be well-organized and helpful for the marketers. It looks like a credible source as all the ideas are supported with certain evidence.
Works Cited
“Algorithm.” Computer Hope. 2016. Web.
Dholakia, Utpal. “The Perils of Algorithm-Based Marketing.” Harvard Business Review. 2015. Web.
Dewey, Caitlin. “What You don’t Know about Internet Algorithms is Hurting You.” The Washington Post. 2015. Web.
Duhigg, Charles. “How Companies Learn Your Secrets.” New York Times. 2012. Web.
Sandvig, Christian. “Corrupt Personalization.” Social Media Collective. 2014. Web.
Villasenor, John. “In Defense of Algorithms.” Slate. 2015. Web.
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