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Practice paper

The impact of the General Data Protection Regulation on digital marketing and analytics

Ian Thomas
Applied Marketing Analytics: The Peer-Reviewed Journal, 4 (3), 194-205 (2019)
https://doi.org/10.69554/PGWP9204

Abstract

The EU’s General Data Protection Regulation (GDPR) has a substantial impact on all areas of digital marketing and analytics, including first and third-party data collection, targeting and segmentation, campaign execution and analysis. Since its introduction, the digital marketing industry has made various changes to its practices to comply with the new law, changing the landscape for marketers, advertisers and publishers. This paper reviews the nature and impact of these changes, and makes several recommendations for marketers who may still be unclear on how to balance their own interests with those of the individuals with whom they wish to communicate through their marketing. It also discusses strategies to mitigate the impact of the restrictions imposed by the GDPR on data collection and processing, particularly through third parties.

Keywords: GDPR; privacy; digital advertising; personal data; third-party data; regulation

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Author's Biography

Ian Thomas Is Chief Data Officer for Publicis Spine, where he is responsible for defining global data strategy. Prior to this, he held a number of data and analytics-focused roles at Microsoft, helping the company to understand the behaviour and monetisation of the users of its products and services, and running worldwide marketing operations and analytics for Xbox, Windows, Bing and the Surface line of products. He also co-founded WebAbacus, one of the UK’s first web analytics firms. Ian is a frequent speaker at industry events and serves on the board of the Digital Analytics Association.

Citation

Thomas, Ian (2019, February 6). The impact of the General Data Protection Regulation on digital marketing and analytics. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 3. https://doi.org/10.69554/PGWP9204.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 4 / Issue 3
© Henry Stewart
Publications LLP

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