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Practice paper

The four big forces conspiring to ruin one’s analytics

Jeff Greenhouse
Applied Marketing Analytics: The Peer-Reviewed Journal, 7 (2), 115-121 (2021)
https://doi.org/10.69554/SHEL5569

Abstract

Despite major advances in tracking, attribution and data augmentation over the past decade, or perhaps because of them, several forces now threaten to degrade the ability of marketers to measure their campaigns and understand their audience. A growing privacy movement is resulting in government regulation and technical restrictions from ‘big tech’. Walled gardens are growing larger and more numerous, forcing marketers to rely on limited data without third-party verification. Consumers are becoming increasingly fragmented across a sea of connected devices, and the minimum viable product development philosophy is creating a legacy of ‘data debt’ for many companies. This paper explores these four threats and discusses strategies that marketing and analytics teams can use to attempt to counter them.

Keywords: privacy; attribution; tracking; compliance; retargeting; data quality; analytics strategy

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Author's Biography

Jeff Greenhouse is Vice President of Subscriber Growth at AMC Networks. He is a veteran marketer and analytics expert with 25 years’ experience. He founded an award-winning digital agency in 1995 that he sold in 2009, and co-founded a pioneer in viral marketing and promotions that was acquired by About. com in 2000.

Citation

Greenhouse, Jeff (2021, September 1). The four big forces conspiring to ruin one’s analytics. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 2. https://doi.org/10.69554/SHEL5569.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 7 / Issue 2
© Henry Stewart
Publications LLP

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