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The End of Tracking

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We’re talking about data and analytics and The End of Tracking with Ben Weber, Digital Analytics Specialist.

We're talking about
-Cookies
-User privacy
-Data Regulations
-ITP
-Ad blockers
-Firewalls
-Impacts on tracking

Published in: Data & Analytics
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The End of Tracking

  1. 1. Digital You Can Trust | Trusted Conf 2019 Benoit Weber September 2019 THE END OF TRACKING
  2. 2. Digital You Can Trust | BEN BENOIT WEBER ANALYTICS SPECIALIST Hi, my name is BEN. ❏ Educational background in software/research engineering. ❏ Specialised in Google Analytics, GTM ❏ Passionate about data governance and integrity ❏ Based in Da Nang, Viet Nam Contact ❏ benoit@inmarketingwetrust.com.au ❏ https://www.linkedin.com/in/benoit-weber/ ❏ +84 931503575
  3. 3. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | COOKIES OR NO COOKIES?
  4. 4. Digital You Can Trust | ❏ Introduction ❏ User privacy & Data Regulations ❏ ITP, Ad blocker and Firewalls ❏ Exercise: Impacts on tracking ❏ Conclusion AGENDA
  5. 5. Digital You Can Trust | COOKIES & TRACKING Cookies are the keystone of tracking. Cookies enable us to identify a user while collecting information about him and his interactions on site. Cookies are the primary tool that advertisers use to track your online activity so that they can target you with highly specific ads.
  6. 6. Digital You Can Trust | USER PRIVACY & DATA REGULATIONS
  7. 7. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | PROTECT & RESPECT USER PRIVACY PREFERENCES
  8. 8. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | IMWT IS GLOBAL & DATA PRIVACY REGULATIONS TOO ! Example: https://www.dlapiperdatap rotection.com/
  9. 9. Digital You Can Trust | GDPR PRINCIPLES ACCOUNTABILITYLAWFULNESS, TRANSPARENC Y & FAIRNESS PURPOSE LIMITATIO N DATA MINIMISATION DATA ACCURACY STORAGE LIMITATION INTEGRITY & CONFIDENTIALITY 01 02 03 04 05 06 07 GDPR REINFORCES SECURITY & PRIVACY OF DATA
  10. 10. Digital You Can Trust |
  11. 11. Digital You Can Trust | Natural persons may be associated with online identifiers provided by their devices, applications, tools and protocols, such as internet protocol addresses, cookie identifiers or other identifiers such as radio frequency identification tags. This may leave traces which, in particular when combined with unique identifiers and other information received by the servers, may be used to create profiles of the natural persons and identify them. 2 LINES IN GDPR ABOUT COOKIES (ONLINE TRACKING)
  12. 12. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | COOKIES FALL UNDER THE PECR There are specific rules on Consent Information Documentation Service Access Consent withdrawal COOKIE = TRACKING
  13. 13. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | TYPES OF COOKIES NEEDED BY MARKETERS Session Persistent First Party Strictly Necessary Third Party Preferences Statistics Marketing PURPOSE PROVENANCE DURATION
  14. 14. Digital You Can Trust | WITHOUT CONSENT WE CAN’T MEASURE ROI
  15. 15. Digital You Can Trust | ITP, AD BLOCKERS & FIREWALLS
  16. 16. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | ITP 2.2 WANTS TO JOIN THE PARTY
  17. 17. Digital You Can Trust | ITP CUTS COOKIES LIFESPAN TO 24 HOURS. 24h Intelligent Tracking Prevention prevents advertisers and other technologies from tracking and collecting information about users. In Safari, with ITP 2.2, first party and third party cookie are now limited to 24 hours. Example ● If Safari users do not convert within 24 hours after clicking on Google Ads campaign, we won’t be able to attribute the conversions to our campaign. ● In GA, if the same user accesses our website from Safari 2 days in a row, he will be perceived as 2 unique users
  18. 18. Digital You Can Trust | OTHER BROWSERS ALLOW USER TO BLOCK COOKIES TOO!
  19. 19. Digital You Can Trust | 47% OF USERS HAVE AN ADBLOCKER AdBlockers offer the possibility of blocking GTM or specific javascript such as Google Analytics.
  20. 20. Digital You Can Trust | FIREWALLS CAN BLOCK ANY SERVICE Firewalls give you the ability to block DNS request from specific IP ranges or domain names. Adding 1 rule to block the domain analytics.google.com would prevent Google Analytics to receive data.
  21. 21. Digital You Can Trust | WHAT REMAINS?
  22. 22. Digital You Can Trust | HOW MUCH DO WE SEE IN OUR ANALYTICS TOOLS?
  23. 23. Digital You Can Trust | EXERCISE
  24. 24. Digital You Can Trust | WHO GETS THE CONVERSION? PAID SEARCH SOCIAL ORGANIC SEARCH DIRECT CONVERSION DAY 1 DAY 2 DAY 3 DAY 4 NO COOKIE ALLOWED
  25. 25. Digital You Can Trust | WHO GETS THE CONVERSION? PAID SEARCH SOCIAL ORGANIC SEARCH DIRECT CONVERSION DAY 1 DAY 2 DAY 3 DAY 4 NO COOKIE ALLOWED PAID SEARCH SOCIAL ORGANIC SEARCH 1 user with 4 sessions NO CONVERSION DIRECT Each session = 1 user NO CONVERSION DIRECT Each session = 1 user NO CONVERSION NO CONVERSION
  26. 26. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | PREPPING UP FOR A POST- COOKIE ERA
  27. 27. DELIVERED BY EXPERTS Our global team of expert consultants and practitioners have been hand-selected from thousands of applicants. Digital You Can Trust |
  28. 28. Digital You Can Trust | RESOURCES & INSPIRATIONS https://www.wired.com/story/wired-guide-personal-data-collection/ https://www.dlapiperdataprotection.com/ https://www.privacypolicies.com/blog/privacy-law-by-country/ https://www.cnil.fr/en/rights-and-obligations https://gdpr.eu/ https://blog.signaturit.com/en/rgpd-data-protection-for-the-digital-era-in-europe https://ico.org.uk/for-organisations/guide-to-pecr/what-are-pecr/ https://gdpr.eu/cookies/ https://ec.europa.eu/commission/priorities/justice-and-fundamental-rights/data-protection/2018-reform-eu-data-protection-rules_en https://ico.org.uk/for-organisations/guide-to-pecr/cookies-and-similar-technologies/ https://brianclifton.com/blog/2018/05/21/gdpr-request-consent-before-tracking/ https://digiday.com/marketing/advertisers-responding-googles-third-party-cookie-crackdown/ https://webkit.org/blog/8828/intelligent-tracking-prevention-2-2/ https://www.riseinteractive.com/blog/safari-itp-update https://metrictheory.com/blog/how-apples-intelligent-tracking-prevention-version-2-2-impacts-marketers/ https://headerbidding.co/intelligent-tracking-prevention-itp/ https://webkit.org/blog/category/privacy/ https://www.w3counter.com/globalstats.php https://support.mozilla.org/en-US/kb/enable-and-disable-cookies-website-preferences https://www.eff.org/deeplinks/2019/07/adblocking-how-about-nah https://help.qualaroo.com/hc/en-us/articles/201429627-Survey-doesn-t-display-Adblock-Setting-Blocking-Google-Tag-Manager-and-Qualaroo https://rickdronkers.com/blog/im-working-with-tracedock-to-improve-your-data-accuracy/ https://www.socialmediatoday.com/news/global-ad-blocking-behavior-2019-infographic/551716/ https://www.digitalinformationworld.com/2019/04/global-ad-blocking-behaviors-infographic.html https://geekthis.net/post/block-google-analytics/ https://www.simoahava.com/analytics/itp-2-1-and-web-analytics/ https://medium.com/adobetech/safari-itp-2-1-impact-on-adobe-experience-cloud-customers-9439cecb55ac https://helpx.adobe.com/analytics/kb/adobe-analytics-anditp.html https://www.whoishostingthis.com/resources/cookies-guide/ https://impact.com/partnerships/safaris-done-it-again-what-you-need-to-know-about-itp-2-2/ https://impact.com/partnerships/safaris-done-it-again-what-you-need-to-know-about-itp-2-2/ https://infotrust.com/articles/how-itp-etp-browser-cookie-changes-affect-analytics/
  29. 29. We’re a global online marketing agency managed from one of the finest beaches on the planet. Digital You Can Trust | GET IN TOUCH

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