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Digital Marketing - Study Notes:
Understanding consent
You should be aware that there are several data protection considerations associated with web analytics.
As a result of regulations like GDPR in the EU, tracking personally identifiable information – or PII – now requires explicit consent from the consumer. For example, you need to get consent if you are collecting cookie data from website visitors for analysis or in order to personalize advertising experiences. Many analytics programs anonymize user names, IP addresses, and other PII, but you still need consent to share website visitor data anonymously with third parties, like Google Analytics, or with ad platforms.
In relation to GDPR, it is essential that personally identifiable information is managed correctly, and within the terms of the consent provided by your website visitors. Collecting PII as part of your analytics program, and then mismanaging the information, can risk a data breach for improper use of PII.
To ensure this doesn’t happen, your company should have a clear policy or guidelines in place detailing how the analytics data you collect is used and managed. This should include explicit opt-in visitor consent to track user visits, collect anonymous cookie data, and share anonymously with third parties like Google and Facebook for personalization of ads.
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Digital Marketing Resources:
Bryan Kam
Bryan is an IT engineer who has worked in media, financial information, and algorithmic trading. He specializes in automation technology and large-scale Linux deployments. He also has a great interest in literature and the arts, and is working on projects to increase intellectual engagement in London.
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Video: Using Analytics to Boost Content with Stephen Walsh
- Toolkit: Funnel Conversion Reporting Toolkit
- Article: The Best New Analytics Tools for Digital Marketing
- Video: Analytics and the Consumer Journey: with Derek Liddy (Aer Lingus)
