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Analytics redefined: How privacy is reshaping the industry

Author

Listed:
  • Underwood, Cory

    (Analytics Engineer, Search Discovery, USA)

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.

Suggested Citation

  • Underwood, Cory, 2021. "Analytics redefined: How privacy is reshaping the industry," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(1), pages 23-31, June.
    • Handle: RePEc:aza:ama000:y:2021:v:7:i:1:p:23-31
    as

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    More about this item

    Keywords

    privacy; legal; development; analytics; measurement;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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