The document discusses the impact of GDPR, cookie laws, and intelligent tracking prevention on analytics and marketing. It provides an overview of these regulations and their purposes in protecting personal data and privacy. It then summarizes key issues they create for remarketing, programmatic advertising, and attribution modeling. The document also explores how limitations on cookie usage could affect these marketing activities and the future of digital marketing without extensive cookie usage. Recommendations include forming customer logins, leveraging on-site data, offering incentives for first-party data collection, and shifting to a model prioritizing privacy, permission and personalized experiences.

1. GDPR IMPACT
to ANALYTICS & MARKETING
WAW - February 26, 2020

2. 01
Understanding the Basics:
GDPR, Cookie Law, ITP
02 Cookie Law Impact
03 Trust and Ethics
04 The Future- Living without
cookies

3. GDPR
(General Data Protection Regulation)
Cookie Law
ITP
(Intelligent Tracking
Prevention)
• To protect people on the use
and storage of personal data
• Datatilsynet (DK)
• European Data Protection
Board (EU)
• ITP is a specification used in Safari
(and partly Firefox)
• Cookie based tracking expires
quickly
• Can not determine who previously
visited a website or who is new
• Erhvervsstyrelsen (DK)
• E-Privacy Directive (EU)
• Apple & Firefox
• To require consent from website
visitors to store or retrieve any
information on a computer,
smartphone or tablet
• To protect user privacy by preventing
cross-site tracking
• To set the expiration time and date
of cookies
PRIMARY
ISSUES
• Requirement for consent for
each purpose or technology
for which data is collected
• How to offer the right to
retract consent
• Effect to Re-marketing,
Programmatic
Advertising, Attribution
modelling
• Accept all ?, pre-ticked
boxes, active consent
definition
GOVERNIN
G
AUTHORITY
PURPOSE
Getting an Overview:
GDPR, Cookies and ITP

4. • With the exception of insurance companies at
89%, consent is about 98%
• Out of 4.8 million consents provided in the
last month and a half – only 2% opted out of
marketing and statistics
Tip
• After the DMI case – this will change
• Ask your digital analytics team and your
cookie service provider to track marketing
and analytics consent
Source: Cookie Information Jan 1 – Feb 13, 2020
Miilions
(-2%) 79.500 loss
Necessary Statistics/
Marketing
% Consent Approval
Cookie Consent:
What effects could we see last week?
4.81
4.73

5. Cookie Consent:
What effects can we see today?

6. • Cookies are small data files that are
saved on your computer or device
• Data is exchanged between the
website and user device
• Since 2011, cookie data exchange has
helped improve the website
experience
• Help saving passwords
• Help remember items in your basket
• Help to Personalize your visit
Tip
• Understand the data exchange and
the implications it has on your
business
Log file (not regulated)
3rd
party suppliers
GDPR regulated
Data Exchange
Data Governance:
How Cookie Law differs from GDPR

8. • As Cookie lifetime decreases – remarketing
will be less effective
• Advertisers need to examine remarketing
activities separately
• Examine the trends
Tip
• Test the effect of Re-Marketing on Safari
Browsers and STOP using money if
in-effective
>10% of your marketing spend may be declining in
effect
Cookie Law:
How does this affect re-marketing?

9. • As Cookie lifetime decreases – Programmatic
will be less effective
• Advertisers need to examine Programmatic
activities separately
• Examine the trends
Tip
• Test the effect of Programmatic on Safari
Browsers and STOP using money if in-effective
>10% of your marketing spend may be declining in
effect
1,6 Billion
Danish Kroner Expected Spend
Where will this money go if effect
drops?
Cookie Law:
How does this affect Programmatic?

10. • As Cookie lifetime decreases – digital only
Attribution models will be less effective
• Advertisers need to re-think how to perform
attribution
Tip
• Perform attribution analysis that does not
rely on cookies
Cookie Law:
How does this effect Attribution?

11. Build Trust

12. • Thanks to big data, machine learning and
social media - Marketing is more empowered
than ever to persuade
• Where is the line drawn today about how data
is used for persuasion or deceit?
“Ethics comes before the law, during the law and after the law” Luciano Floridi
Data ethics:
How does this apply to Marketing?

13. The Future

14. Affected
• Programmatic Audience buying
(3rd-party based)
• Retargeting on web
• Attribution (view-through advertising)
Not Affected
• Web & App Analytics (Google)
• Product analytics platforms
• A/B testing
• Personalization
• On-site remarketing
• Customer Data Platforms
• Offline data onboarding using
emails/phones
1st
party
cookies
3rd
party
cookies
3rd
party Cookieless Future:
Summary of Impact

15. • User-ID based identification
• Form a Customer login
• CMS based identification
• Use your log-file system
• Invest time in categorizing and
labeling your log-files
Tip
• Get your web analytics and CMS data
in one place
The Future: Living without cookies

16. • If you do not have a login today, you will have
a drop in users if you require it
• But…there are too many benefits to ignore
• Your company value will go up
• You marketing cost will go down
• You customers will be happier
What can be done: Create a Login

17. • Start slow and built incentives
Tips
• Offer 1 day, week or month of free trial
• Premium content for Subscribers only
• ML / AI powered free trials
• Give something away to earn the email
address and contact details
What can be done:
Incentives to get Subscriptions

18. • You need better Marketing…
• …to get Analytics and Marketing permission
What can be done:
Gather user permission

19. Case
• Google search for “Diapers and
low-fat food” The following article
appeared at the top
Conclusion
• Without login – @70% confidence in
predictions
• With Login – @97% confidence in
predictions
Tip
• Publish a variety of written and video
content to widen your # potential
customer segments
WHAT: Content can help you form segments

20. Based on Anonymous visitors
• Derive insight from the purchase behavior of
anonymous visitors
• Use your predictions of the customer profile to
create a better experience
HOW: Predict potential

21. Internal
activities
External -
Macro
Competitor
s
Identification of
MARKET DRIVERS and
quantification of their
effect
Calculation of ROMI
RECOMMENDATIONS
for future investments
and strategies
Media
BTL
PRICE
Cam-paig
ns
Season
Weather
Economy
Competi-
tors
Acqui-sit
ions
HOW: To Arrive at Attribution without Cookies
• Offline Media
• Online Media
• Price / IMEI
• Distribution
• Products and campaigns
• DM / EM / SMS
• Brand Equity
• Weather
• Seasonality
• Unemployed
• Consumer confidence
• Stock market index
• Force majeure
• PR (positive/negative)
• Offline Media
• Online Media
• Price
• Distribution
• Products and campaigns
• DM / EM / SMS
• Brand Equity

22. • You know the difference in value of your
Telemarketing and CRM-Email leads
• When a lead is hot – you are willing to pay more
Ideas: Offer micro payments for permission

23. • Offer discounts or added incentives to
get email permission or subscriptions
Ideas: Offer added value to get permission

24. Safe Web
• Trusted Data Ethics
• Majority of Visitors Login
• Personalized Experience
• Full Permission
Marketing $
Grey Web
• No Clear Data Ethics
• Majority Anonymous visit
• Neutral Experience
• No Permission Marketing
$$$$
Dark Web
• Bad Data Ethics
• Anonymous visits
• Regretful Experience
• No Permission Marketing
…but does it anyway $$$
X
?
X
?
X ? X ?
Imagine this: Where is your site on this spectrum?
X ? X ? X ?

25. X ? X ? X ?
Has
• Recognized Visitors
• Customer Journey
• Product Holding
• Personal Experience
• Relevant Remarketing
Has Not
• No out of box insights
LOGIN
Has
• Deep understanding of
user/website behavior
• Out of the box insights
to take decisions
• Accurate accountability
of traffic and actions
taken on site
Has Not
• Declining quality Return
Visitors
WEB ANALYTICS
SYSTEMS
Has
• The most accurate
accountability of hits
and use of website
• Has 100% collection of
data hits
Has Not
• No out of box insights
LOG FILES
Imagine this: How will you collect data in the
future?

26. The Future: React to the shift

27. Thank You