Do Not Track & Search Engine Marketing

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Presentation at Search Marketing Expo West (SMX West) in San Jose California on history of privacy concerns relative to web tracking.

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Do Not Track & Search Engine Marketing

  1. 1. The Path from Measurement to Big Brother(and what to do about it) Sean Carlos 8 March 2011 ©2011 Sean Carlos ­ Antezeta 1/15
  2. 2. Measuring MarketingThe Good Old Days Half the money I spend on  Half the money I spend on  advertising is wasted, and the  advertising is wasted, and the  trouble is I dont know which half. trouble is I dont know which half. 1st Lord Leverhulme (Lever Bros. / Unilever), later paraphrased by John Wannamaker (Pennsylvania Retailer) per David Ogilvy in Confessions of an Advertising Man, 1963 00 19 ©2011 Sean Carlos ­ Antezeta 2/15 c.
  3. 3. Measuring Web MarketingParadise Found 39 19 ©2011 Sean Carlos ­ Antezeta 3/15
  4. 4. Clouds Soon Emerge The Web is watching you. Some sites  track your every move, record your  Email address, the type of computer youre using, even the sites youve visited  recently.To guard your privacy, youneed to conceal your "cookie" 96 Oct. 1996 19 ©2011 Sean Carlos ­ Antezeta 4/15
  5. 5. The White House and the F.T.C. ...are exploring what new laws orregulations will be needed to protect personal privacy... 97 19 ©2011 Sean Carlos ­ Antezeta 5/15
  6. 6. The Cookie Monster Wont Go Away 05 20 ©2011 Sean Carlos ­ Antezeta 6/15
  7. 7. Under Pressure, Worldwide "Privacy protectors want to prevent use of (Google) Analytics" 09 20 ©2011 Sean Carlos ­ Antezeta 7/15
  8. 8. Not just Cookies:WWW User Tracking Mechanisms Browser text file Cookies e.g. visitor & returning recognition Flash LSOs Similar to browser cookies URL parameters Referral Strings e.g. search keywords in Analytics Clicks e.g. in Google Webmaster Tools Embedded images/server calls Beacons e.g. Email opens, Facebook HTML 5 ©2011 Sean Carlos ­ Antezeta 8/15 Web storage?
  9. 9. Typical Tracking Uses● Photograph user  activity – Tools like Google  Analytics, Omniture● Conditionally  display content – Ads displayed by  ad networks ©2011 Sean Carlos ­ Antezeta 9/15
  10. 10. No Lack of Industry "Solutions" Browser Stealth Mode ©2011 Sean Carlos ­ Antezeta 10/15
  11. 11. No Lack of Industry "Solutions" Steve wouldnt approve! ©2011 Sean Carlos ­ Antezeta 11/15
  12. 12. Enter the FTC "Our main concern is (& Congress?) the sites and services  that are connecting  the dots between  different times and  places that a  consumer is online and  building a profile of  what a consumer is  doing." − Jon Leibowitz, chairman of the Federal  Trade Commission ©2011 Sean Carlos ­ Antezeta 12/15
  13. 13. Search Marketing Risk Levels ­ SEO● Referral strings contain keywords for Web  Analytics reporting – Already missing: https; blekko● Cookies used to identify returning visitors – Already highly unreliable● Click data used in some Webmaster Tools  reports ©2011 Sean Carlos ­ Antezeta 13/15
  14. 14. Call to action!● Understand data collection methods – including limitations, transparency needs● Review FTC proposal and comments● Contact your congressional  representatives – It is they who will set future rules http://www.senate.gov/ http://www.house.gov/● Dont panic, yet ©2011 Sean Carlos ­ Antezeta 14/15
  15. 15. Thank you! +1 617 765 0250 (US) +39 02 69 000 333 (ITA) sean­carlos Sean CarlosWeb Marketing Training  @seancarlos @sean_it (ITA) & Consulting www.antezeta.com/blog ©2011 Sean Carlos ­ Antezeta 15/15

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