This article was originally published in ChicagoBoothReview.
Many of us have noticed that marketing is getting more personal—but can companies target us on an individual level, not only with messaging but also with pricing? And if they can, would it be unfair to charge two people different prices based on their personal data? Or would personalized pricing mean a greater pool of people has access to any given good or service? On this episode of The Big Question, Chicago Booth's Jean-Pierre Dubé and Rise Interactive's Jon Morris discuss how data analysis is changing marketing and pricing, and what those changes will mean for business and for consumers.