Analytics redefined: How privacy is reshaping the industry

Cory Underwood
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Cory Underwood: Analytics Engineer, Search Discovery, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 7, issue 1, 23-31

Abstract: This paper explores the recent impact of privacy on the analytics industry. It examines this impact from multiple perspectives, including analytics testing (eg effects on retention reports and cohort analysis, audience segmentation intelligence and device identification reports) and marketing (eg effects on campaign performance, remarketing and mobile apps). These impacts inform a basis for projecting what is to come in the future, what organisations need to know, and what they may need to do, including planning responses to developments in legal regulations, intelligent tracking prevention, network blocking and design; reconsidering teams and workflows; and prioritising training and education.

Keywords: privacy; legal; development; analytics; measurement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:7:i:1:p:23-31

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