Effective first-party data collection in a privacy-first world

Lucas Long
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Lucas Long: Product Manager and Privacy Specialist for Tag Inspector, InfoTrust, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 7, issue 3, 202-210

Abstract: The analytics industry is facing an unprecedented change in the methods and requirements for data collection. These changes are a result of increasing consumer expectations regarding the privacy of personal information and shifts in the regulatory and technological methods used to meet these expectations. In today’s privacy-first world, first-party data collection becomes more important than ever — while at the same time more difficult. This paper outlines core principles for first-party data collection in a privacy-focused world and offers tactical suggestions for future-proofing. These suggestions include methods to collect privacy-safe first-party and anonymous data, strategies to enable downstream integration, and ways to enforce data taxonomies, as well as compliance via a server-side data distribution approach.

Keywords: data architecture; data minimisation; privacy; data collection models; cookieless data; data governance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2022:v:7:i:3:p:202-210

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