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European Search Conference, Liverpool, 2018


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With the GDPR being enforced from the 25th of May and with the upcoming ePrivacy Regulation updating the ePrivacy Directive, marketers need to be very careful about how they measure the performance of their campaigns in a compliant way and without losing data.

In this talk, we look at why these regulations came to be, dig into how the regulations impact marketing and measuring performance, and close with a look towards the future of measurement.

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European Search Conference, Liverpool, 2018

  1. 1. Web analytics & EU regulations Pierre Far European Search Conference, June 2018 1
  2. 2. Hello :) 2 Me Founder, advisor, ex-Googler, product manager, biologist. Find me ● ● ● My work Website product management consulting | @delibdigital Unblockable GDPR-ready web analytics | @blockmetry
  3. 3. ● Ad blockers can also block analytics ● This is silent data loss! Data loss at large scale 3 Analytics blocking Stricter regulations ● GDPR and ePrivacy Directive affect legal basis for lawful processing of analytics data ● Draft ePrivacy Regulation likely to change things even more
  4. 4. Details
  5. 5. Users block web analytics at high rates DE: 18% FR: 17% US: 13% GB: 7.5% ES: 10% Data source: Blockmetry own measurements, May 2018. Numbers are percent of non-bot pageviews with JavaScript enabled that did not load analytics tag, all devices. IE: 9% Separate from and in addition to ad blocking Excludes JavaScript disabled measurements Separate from (and overlaps) DNT measurements 5
  6. 6. Worldwide regulations increasingly stricter EU DPD 1995 EU ePD 2002 EU GDPR 2016 EU ePR (2019?) CoE No. 108 1981 UN UDHR 1948 Privacy is not a new thing. It's just getting regulated more strictly worldwide. 6
  7. 7. Current situation: bad UX & business outcomes Even with affirmative user consent, neither site will not get analytics data if a content blocker is installed. 7
  8. 8. Response Audit and reassess everything
  9. 9. Structured exercise to understand how you process personal data ● Definition of “processing” is broad under GDPR Article 4. ● It's not about just GDPR, but also PECR (ePrivacy Directive) ○ Keep an eye on upcoming ePrivacy Regulation In detail: ● Describe the nature, scope, context and purposes of the processing; ● Assess necessity, proportionality and compliance measures; ● Identify and assess risks to individuals; and ● Identify any additional measures to mitigate those risks. Help: ● ICO DPIA guidance ● CNIL PIA tool Data Protection Impact Assessment 9
  10. 10. Analytics, advertising, social networks ● Audit all trackers and cookies being set ○ Check your source code ○ Crawl the website ● Figure out measures to get you to compliance ○ Varies depending on what you're doing. You need technical and organizational measures. ○ Follow ICO guidance ● Review regularly ○ Automate if you can ● Document everything ○ Don't forget to update documentation Focus on tracking and cookies 10
  11. 11. Pierre Far p. +44 (0) 333 006 4045 e. Twitter / LinkedIn: @blockmetry THANK YOU! 11 Email me to get a free Blockmetry trial!