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.