Analytics redefined: How privacy is reshaping the industry
Abstract
This paper explores the recent impact of privacy on the analytics industry. It examines this impact from multiple perspectives, including analytics testing (eg effects on retention reports and cohort analysis, audience segmentation intelligence and device identification reports) and marketing (eg effects on campaign performance, remarketing and mobile apps). These impacts inform a basis for projecting what is to come in the future, what organisations need to know, and what they may need to do, including planning responses to developments in legal regulations, intelligent tracking prevention, network blocking and design; reconsidering teams and workflows; and prioritising training and education.
The full article is available to subscribers to the journal.
Author's Biography
Cory Underwood is an Analytics Engineer at Search Discovery, where he consults with clients on implementation matters and data collection debugging issues while advising on the ever-changing role of privacy. He has previously held lead roles in the areas of A/B testing, tagging, personalisation and analytics.
Citation
Underwood, Cory (2021, June 1). Analytics redefined: How privacy is reshaping the industry. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 1. https://doi.org/10.69554/BECR4775.
Publications LLP