Why The Way We Track Campaigns Is About To Change Forever - Arianne Donoghue - Turing Fest 2019
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The document discusses how tracking campaigns is changing due to increased regulation and adoption of ad blocking. Cookies are under threat and other techniques like browser fingerprinting are now used to track users. Regulation like GDPR and the upcoming ePrivacy Regulation aim to improve privacy. The document argues marketers need to shift from hyper-targeted personalization to focusing more on context and groups to find the right balance between technology, messaging and respecting user privacy.
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Why The Way We Track Campaigns Is About To Change Forever - Arianne Donoghue - Turing Fest 2019
- 1. ConfidentialConfidential Why The Way We Track Campaigns Is About To Change Forever Arianne Donoghue @ariannedonoghue Associate Director – Strategy at Edit
- 5. Confidential Other threats to tracking Regulation Ad Blocking
- 7. ConfidentialConfidential You heard the one about GDPR?
- 9. Confidential It’s similar, but different Directive 95/46/EC Directive 2002/58/EC Data Protection Act 1998 Privacy and Electronic Communication Regulation 2003 General Data Protection Regulation E-Privacy Directive E-Privacy Regulation EU PANIC MORE
- 12. Confidential Ad blocker usage is massive https://www.statista.com/statistics/874736/ad-blocker-usage-in-united-kingdom/
- 13. ConfidentialConfidential - Software - Hardware - Browser
- 14. Confidential Chrome added its own ad blocker
- 15. Confidential Mozilla’s Firefox prides itself on privacy
- 16. Confidential Apple going all-in on privacy
- 17. Confidential A growing market for other browsers
- 19. ConfidentialConfidential What does this mean for tracking & attribution?
- 20. ConfidentialConfidential How can we track without cookies?
- 22. ConfidentialConfidential With just three pieces of data -- gender, birth date and ZIP code -- the researchers could correctly identify an individual 83% of the time. https://www.nbcnews.com/tech/tech-news/anonymous-data-might-not-be-so-anonymous-study-shows-n1033111
- 23. ConfidentialConfidential More than 99 percent of Americans could be correctly re-identified from any dataset using 15 demographic attributes, including age, gender and marital status https://www.nbcnews.com/tech/tech-news/anonymous-data-might-not-be-so-anonymous-study-shows-n1033111
- 24. Confidential Your emoji are betraying you
- 25. Confidential Your emoji are betraying you
- 26. ConfidentialConfidential In addition, once it has been assembled, your digital fingerprint is persistently accurate. With recent developments in cross-browser fingerprinting, this technique is capable of successfully identifying users 99% of the time. That means even if you were to employ multiple recommended privacy precautions (masking your IP address through a VPN and deleting or blocking cookies) trackers can still use your digital fingerprint to re-identify and re-cookie your device when you visit a website. https://blog.mozilla.org/internetcitizen/2018/07/26/this-is-your-digital-fingerprint/
- 28. Confidential 55% of Brits are creeped out by personalised ads
- 29. ConfidentialConfidential We have a data hammer, and everything has become a nail
- 31. ConfidentialConfidential You either die a hero, or live long enough to see yourself become the villain
- 32. ConfidentialConfidential We’ve not used our power responsibly
- 33. ConfidentialConfidential Please sir, can I have some budget?
- 34. ConfidentialConfidential Life’s not fair, is it?
- 36. ConfidentialConfidential We’ll only know our start and end points
- 38. ConfidentialConfidential What if we changed our approach?
- 39. ConfidentialConfidential Mad Men vs The Social Network
- 40. ConfidentialConfidential “Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic” Samuel Johnson, 1759
- 41. ConfidentialConfidential Marketers are not normal people How we think compared to “regular” people How we think“regular” people think, compared to us Why We Shouldn’t Trust Our Gut Instinct White Paper
- 42. ConfidentialConfidential We think differently Why We Shouldn’t Trust Our Gut Instinct White Paper
- 43. ConfidentialConfidential People don’t evolve that fast
- 44. ConfidentialConfidential Are we focusing on the wrong things?
- 45. ConfidentialConfidential “Shit that arrives at the speed of light is still shit when it gets there” David Abbott
- 46. ConfidentialConfidential What if we’re pushing perfectly tracked, brilliantly targeted ?
- 47. ConfidentialConfidential We need to go back to basics
- 48. ConfidentialConfidential If not hyper-targeted, then what?
- 50. ConfidentialConfidential Context is the unsung hero of marketing
- 51. ConfidentialConfidential Our lizard brains are tribal
- 52. ConfidentialConfidential Individual - Cohort Creepy - Targeted Invasive - Persuasive
- 54. ConfidentialConfidential “The answer is contextual. But not just the old definition... Rather, it is contextual with the advances of programmatic built in.” https://www.weareilluma.com/blog/2018
- 55. Confidential Contextual vs 3rd party
- 60. ConfidentialConfidential Use your data hammer to find context
- 62. ConfidentialConfidential Find the sweet spot technology messaging
- 63. ConfidentialConfidential The future of our campaigns Confidential
- 66. Confidential Browser Fingerprinting Check yours and read more • http://fp.virpo.sk — see what your fingerprint looks like • https://panopticlick.eff.org— Panopticlick • https://amiunique.org— AmIUnique • https://audiofingerprint.openwpm.com — audio used to fingerprint browsers • https://www.nothingprivate.ml/ — Incognito browsing is not as incognito • https://blog.mozilla.org/internetcitizen/2018/07/26/this-is-your-digital-fingerprint/ • https://panopticlick.eff.org/static/browser-uniqueness.pdf
- 67. Confidential Contextual Further reading • https://www.weareilluma.com/blog/2018 • https://digiday.com/media/personalization-diminished-gdpr-era-contextual-targeting-making-comeback/ • https://www.marketingweek.com/behaviour-demographics-segmentation/ • https://www.marketingweek.com/pg-marc-pritchard-mass-disruption/ • https://marketingland.com/the-third-party-browser-tracking-cookie-is-dead-whats-next-263804 • https://www.marketingweek.com/mark-ritson-what-does-and-doesnt-matter-in-marketing/
Editor's Notes
- Our industry has been through challenging times recently We've had great scandal, antagonists, world-changing events - so much has happened that you'd think someone would make a movie out of it But above all, it's been a period of crisis and change, and I believe that there's so much more to come
- "the click is dead" - I read this online somewhere, can't remember where, but it stuck with me. Why would someone say that? The author I think was using it as an example of digital marketing hyperbole, but what if it's more than bluster? In a world of increasing automation and data signals, we no longer need clicks (and you could argue keywords) to determine intent and what a user is after online More to the point though is that we are now in a situation where using clicks a primary method of tracking isn't gong to work much longer. Why?
- Because cookies are under threat. And that means tracking as we know it is set to change, and even the cookie-less solutions people have been working are no guarantee either. What's going on?
- We've got the twin threats of ad blocking and regulation. We're going to give you a quick primer on each of these so that you know the basics of what's happening and will have an idea of what to do if you need to know more. But more importantly, the "so what" is going to be about what we as an industry should do about it and while there's no easy solution, I believe that there IS a solution that solves many of the challenges we are facing. Let's get stuck in.
- By now you're hopefully all familiar with the spectre that is GDPR and what that meant for how we collect and store data. In case you've been living under a rock, here's some of the ways that it affects us in marketing: How we collect, store and use personal data.
- More worrying than GDPR though is the upcoming e-Privacy Regulation. Not to be confused with the e-Privacy Directive, which is what we've had in place for a while so far
- It overlaps with GDPR but is more impactful when it comes to digital It's yet to be implemented, but even in the case of Brexit, we will still have to abide by the rules if we wish to engage with customers in the EU It means that Do Not Track requests will have to be honoured (more on those in a sec) Any sort of electronic detail that can be used to track someone and identify them, is covered. This most certainly, includes cookies - and probably most cookie-less alternatives
- The other threat is ad-blocking. By nature this blocks ads, tracks and all other sorts of stuff
- Usage in the UK has gone up hugely - I'll admit that I use one because some sites are unusable without one - they're so slow and weighed down by ads and content that many are unreadable. But we did that - through our desire to monetise and track. We built an internet that runs on advertising and data as its primary and in many cases only, means of funding. And people don't like it.
- So what's the deal with ad-blocking? Because there's a number of different ways to do it Separate software - that's what the survey above looks at You can build something - use a £5 Raspberry Pi Zero and some free software, to stop an ad ever entering your home network - Pi Hole Finally we've got browsers.
- We can't forget Safari - Apple has an entire Intelligent Tracking Prevention thing that's baked into Safari and has huge implications for anyone wanting to track a user who lives in the Apple ecosystem, plus their general push on all things privacy.
- Explain this So far, sites don't have to comply - it's more a polite request. However under the ePR, if someone has this enabled, sites will have to respect the request Imagine this - every time someone buys a new device, whether they download a new browser or not, by default it's very likely that you won't be able to track that person in the ways we have been so far. Terrifying, right?
- This has huge implications for tracking, attribution... How can we track without cookies or any of the most common methods we've been using for years and years?
- Browser Fingerprinting So it turns out cookies are not needed to track you online. It's possible to track you to a surprisingly high degree of accuracy, using a surprisingly small amount of data
- And it turns out that your browser gives away more than enough information, for you to be uniquely tracked and identified online. And because you can't "clear" your browser in the same way you can cookies, it could be easier to track you over a long period
- There's a bunch of different places where you can go and get your fingerprint checked, to see if it's unique, which it probably is. There’s a bunch of links in the appendix.
- However the bad news for browser fingerprinting is that it's also covered under EPR
- We've got to change things up - soon we'll be forced to, so I believe that we should figure out a new way forward while we've got time to explore and learn.
- We also need to change things up because we've got increasing levels of ad fatigue from users. They think personalised ads are creepy, and would prefer not to have ads in general - but again, we've built an Internet that runs on ads and data. How we overcome is that far beyond the scope of this talk, but it's something we should start thinking about. Digital is the very definition of a two-edged sword. A huge part of its success is it's trackability, but it's also it's downfall. We've made a rod for our own backs
- We have a data hammer and everything has become a nail. Our campaigns are more personalised than they've ever been
- But at the same time they've somehow become more impersonal now that we're focusing down at this individual level in a way never before possible.
- I feel that we've wound up here - both as an industry, but in regards to the use and power of digital. We have become the villain
- To throw out another comic quote, "with great power comes great responsibility" and we haven't used our power well, so is it any wonder things are going how they are?
- Even with that power, digital still hasn't wound up being the king of marketing. I often look longingly at colleagues who manage brand campaigns - the budgets they get to spend, the fun and emphasis on creative, all with a relative lack of tracking and KPIs compared to digital. I've worked myself in companies where we'd plan to spend half a million on TV, but I couldn't even get 10% of that number to support on digital - not without committing myself to track to the nth degree and deliver on 100 KPIs. I all too often feel like Oliver, stood there with his bowl begging for some more budget and a bit more freedom, to deliver on brand campaigns and do something a bit more meaningful. Than harvesting customers from the bottom of the funnel. What's this going to mean for tracking and attribution moving forwards, and our industry more generally? We are set to potentially lose one of our biggest selling points - and I believe our industry is largely unprepared. How can you prepare for everything you know to change fundamentally? The reality is that digital channels are never going to become the king of marketing.
- We'll still know our start and end points - what we're putting in and what we get out, but everything in the middle is unclear - whether that's journeys, channel mix, etc
- Data is still going to be important, but it's not doing to be the solution to all our problems. When it comes to understanding who our audience are, what their motivations are, where we can find them etc, data is key. But targeting and tracking as we use them today won't work.
- A friend of mine gave a talk last year called Mad Men vs the Social Network - where he talked about the fundamentals of marketing and how so much of that traditional knowledge still holds true.
- For example, I love this quote about people's attitude towards advertising. There's now so many ads, that people don't look at them - and so advertisers make increasingly more mental claims to attract attention. How old do you think that quote is? It's 250 years old. in digital, many of us, myself included have no formal marketing training and we've perhaps viewed digital as an entirely separate discipline, but the reality is that it's all converging and it's all just marketing - and there's so much we can apply to digital campaigns from more traditional approaches.
- We work in an industry that moves at a thousand miles an hour, and we often forget that those of us who do this for a living aren't "normal" people.
- We don't think like normal people do.
- People don't evolve that fast in reality. That quote proves it - as people feel exactly the same way about ads as they did over two centuries ago.
- As a result, there's a very real chance that we have been focusing on the wrong things. Let me explain. There's an amazing quote from David Abbott
- It doesn't matter how great our targeting and tracking is, if the underlying message is crap.
- There's a very real chance that for a long time we've been pushing perfectly targeted, brilliantly tracked crap!
- If we look at what people in marketing roles are choosing to spend their time on, it's all stuff that could potentially end up being pointless. Only 20% or so of people have planned to spend time on improving their message - the bit that we know works. Other than anger, our targeting and tracking is unlikely to elicit any sort of emotion from users - we need the message to do that. It's back to some of the good old marketing fundamentals that many of us in digital (myself included) have never studied and probably need to start taking more seriously.
- So what should we be doing instead? If we're going to move away from hyper-targeting, then what?
- Context is the unsung hero of marketing right now Maybe not the hero we deserve, but the hero we need right now
- The problem with hyper-focused marketing is that we don't live our lives as individuals, in a vacuum People are tribal. It's built into our lizard brains to ensure survival. So why don't we make the most of this? There's a huge middle ground between broadcasting to everyone and singling out individuals. Hyper-focused targeting can forget how important context is, to making sure someone is receptive to what we have to say It allows to focus on the time, the place, the frame of mind - context can be applied in so many different ways
- If we change our approach to start looking at cohorts, rather than individuals, we'll succeed - as that is where that middle ground lies. The optimal balance of efficiency and precision, targeted, but not creepy. Persuasive, but not invasive. The reason things like influencer marketing exist is because of the power of tribes
- If we've learned anything from history, ancient, recent or otherwise, it should be about the power of movements versus that of individuals
- The mad thing is, the results already show this approach as being worth following. We're not actually having to sacrifice anything. So many people are starting to go this way in terms of targeting. It’s contextual, Jim, but not as we know it.
- I want to start wrapping up now, but I want you to reframe the context of this talk. It may sound like I've been talking to you about everything that we're going to lose with these upcoming changes. But instead, I want you to think about everything that we stand to GAIN instead.
- "Digital", is really just becoming marketing. Those of us who call ourselves a "digital" something, are really doing ourselves a disservice. Consumers don't see what we do as distinct... Their behaviour isn't different. So why do we treat it like it's a totally different discipline? I thought that way for years, but increasingly realise how wrong I've been, and there's so much I can learn from my Mad Men counterparts. Ultimately, how we track, measure and how we run campaigns generally should become more like "marketing". We should shift our view to looking at the big picture, to broader metrics - to a wider understanding. Because we're not going to be blind, but we're going to have to look at cause and effect in a way that our Mad Men friends have been doing for years. We're going to know our inputs and outcomes, but the specifics of the in-between is going to become hazier.
- Of course, it's not like we have a totally clear view of everything in-between at the moment. As an industry, we've not really nailed attribution - look at Google's failure to release a proper attribution product. We've also not nailed cross-device tracking, and with what's coming down the pipeline this will probably never happen in the way we hoped The weird thing is that I'm ok with this, in a way I never used to be. The click isn't dead, but maybe it's dying and I'm ok with that too, because the reality is that we don't need it. What we need, is to build trust again as an industry, with our clients, with consumers and with each other.
- Try following a more contextual approach - use our data hammer to find insight into context, applying the same data rigour to researching your customers and how to find them in the moments that matter - thinking and caring deeply about the problems we're trying to solve for them, and the associated messaging that we create and show to them. Remember that being connected to each other is part of what makes us human - so let's use that desire for connection.
- There's a lot that machines can do way better than us, including data - so that's why a more human-focused approach is also the way to go - this is where we can add value. So broaden your horizons - read more, learn more - I know that I certainly need to.
- It comes down to this - we have to give people a reason to be in their lives. Just data on its own, or messaging on its own isn't enough. We've got to collaborate and combine - bringing together data, strategy, technology and messaging for a purpose - finding that sweet-spot. Right there, is the future of our campaigns.