ePrivacy Directive

What the EU’s new EPrivacy Regulations means for Web Analytics Platforms

The ePrivacy Regulation will likely be finalised by 2019 and will revoke the ePrivacy Directive, which is also referred to as the “cookie law”.

While the General Data Protection Regulation (GDPR) legislates on personal data, the ePrivacy regulation is more concerned with electronic communications and the privacy implications of their transmission.

According to Recital 2 of the ePrivacy regulation, the provisions laid down by the ePrivacy regulation are intended to “particularise and complement” the rules on personal data provided by the GDPR by “translating its principles into specific rules.”

In a practical sense, and in terms of what’s most likely to be of interest to individuals and organisations, it regulates on topics including direct marketing, the transmission of communications between devices, browsers and cookies.

Interestingly, and unlike the GDPR, it also specifically references “web measurement,” which will be of particular interest to webmasters and marketers who are unclear on the extent to which GDPR applies to web measurement platforms like Google Analytics and Adobe Marketing Cloud.

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Act on your business data and outperform your competitors

Businesses who leverage BI (Business Intelligence) outperform their competitors.  It sounds like common sense to me especially when you start to look at performance in more detail:

  • Financial performance is up 1.8X that of competitors
  • Decision making is 5.3X quicker than competitors, and
  • Data Driven Decisions are 1.8X more frequent than competitors

This is according to Digital Marketing Depot and IDG 2016 Data & Analytics Research.

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Data is the beauty and downfall of web analytics

It may seem a very strange thing to think that data is a downfall of analytics, surely there can’t be such a thing as too much data about your website…?  The long and short of it is that in many situations, people in organisations like to surround themselves with figures, producing reams of reports rather than any actionable insights. Continue reading “Data is the beauty and downfall of web analytics”