Privacy laws

Marketing Analytics for Business

Sarah DeAtley

Principal Data Scientist

Privacy landscape

 

sign saying "big data is watching you"

  • Privacy legislation is intended to protect customer data
  • Companies should delete user data on request, mask user IDs, and not use certain data for marketing
  • Impacts marketing data volume, joins, and granularity
1 ev on Unsplash
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Personally Identifiable Information (PII)

Personally Identifiable Information (PII): any information that can identify an individual

  • Applies to government identifiers, name, and address
  • Also includes IP address, website login details, and other data
  • Privacy laws take different views on what constitutes PII

image showing icons for name, birthdate, home address, IP address and government IDs

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Advertising tracking

Cookie: file that stores browsing behavior data for users

  • Online channel data is from cookies
  • Offline channels only use cookies with digital tactics

code with the word cookies

1 Kalhh from Pixabay
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Cookie implications

 

upper image shows abc.com and first-party cookie. lower image shows abc.com, xyz.com ads and third-party cookie.

First-party: cookies stored by sites customers visit

Third-party: cookies across domains managed by third-party companies (mainly used for marketing purposes)

All cookies: should be deleted on request and are subject to privacy law

  • Third-party cookies are more restricted due to higher potential for abuse of customer data
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General Data Protection Regulation (GDPR)

 

image showing GDPR surrounded by advertiser brand logos

GDPR: first major privacy law enacted at scale

  • Protects customers in the European Union
  • Companies must disclose data collection and customers must consent
  • PII = name, address, photos, and IP address
  • Fines of up to 4% of revenue for violations
1 Pete Linforth from Pixabay
Marketing Analytics for Business

Privacy risk formula

formula showing channel plus geography plus browser plus PII equals privacy risk

Channel + Geography + Browser/OS + PII = guidelines for handling data

  • Other governing bodies have enacted laws similar to GDPR
  • Apple is releasing app tracking opt-in on iOS14
  • Google Chrome will block third-party cookies in future
Marketing Analytics for Business

Let's practice!

Marketing Analytics for Business

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