Analytics

ITP, GDPR, California Consumer Privacy Act, ATT and privacy sandbox. The amount of new privacy developments is staggering. Digital marketing measurement in recent years has become much and much more difficult. As a consequence, MediaMix modelling, Incrementality experiment, CausalImpact and alternate measurement methodologies have made their entrance in the measurement domain.

The days where we can just add a cookie on a thank you page and use this as our primary way of conversion tracking are over. Setting goals, getting the right data, optimizing campaigns based on that data is already a different process from what it was 5 years ago and most likely will even be more different in the next 5 years.

From my perspective analytics in digital marketing should always revolve around 3 questions:

1. What is happening?

2. Why is that happening?

3. How can we take action it it?

While it sounds simple, actually being able to execute on these questions is a larger challenge. Read more about how I apply this framework in the case studies below.