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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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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

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


    Analytics with Google Analytics
    Bryan Kam
    Skills Expert

    This module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience. It covers setting campaign goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use Google Analytics reports and features to monitor and analyze digital campaigns.