Should Analytics Join the DNT Showdown?

The Obama Administration is looking at setting a showdown discussion for Do Not Track – but with so much focus on advertising, shouldn't analytics be part of the discussion? If so, how?
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8/13/2012 |  9
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Pierre DeBois
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Pierre DeBois   8/21/2012 9:46:43 AM
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Thanks, Tricia. I think you touch upon a great point - that marketers really need to envision what the data will be used for ultimately, so that the right questions of integration across platforms and application will be raised.  How media travels today has indeed become complex.

TAanderud
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TAanderud   8/21/2012 6:18:19 AM
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I thought of your post when I read this article in Harvard Business Review about how marketers rely on intuition more than data.

With studies like this one - it's hard to know if it matters at all if the data is captured.  They noted that only 5% of the 800 marketers from Fortune 100 companies surveyed had a statistics book and only 6% were able to answer 5 stat questions correctly.  Will the marketers know what to do with it if they even have it.

Since this is the way the Fortune 100 are handling data - wonder if there is a ripe opportunity for hungry competitors who do know what to do with the data?

Good Topic Pierre!

 

Pierre DeBois
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Pierre DeBois   8/21/2012 4:38:47 AM
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Then they're making the assumption that the person at the iPhone or iPad is the target customer - what if the site was accessed by someone at work - working at an employer who could afford Apple while the employee could only afford an HP?  Someone could argue to do it for repeat visitor, but how many visits means an increase? And that would mean someone would have to overlook the difference in price, which would not work.  Very few people are unobservant on a computer

TAanderud
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TAanderud   8/20/2012 11:23:57 AM
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Oh I was just wondering if you knew what might be the line for "intrude into yoru privacy"?  

I suppose it's different for different people  - for instance as long as its "married female age XX with xx income" I don't know if I care.  However, someone was telling me that some companies make decisions based on browser type.

So if you come to the site using an iPhone, iPad, or other Apple device (using Safari basically) - they charge you more!  They figure because you have an Apple product you have more diposable income.  I would never think of my browswer as private - but geez if I have to pay 10% premium then I do!

What do you think? 

Anish
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Anish   8/20/2012 11:18:08 AM
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It would mainly be focused on my previously stated fact that all efforts enhance your user experience over web.They do not intrude into your privacy.

TAanderud
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TAanderud   8/20/2012 9:55:54 AM
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Good points.

What recommendations would you have for this legislation?  

I'm seeing a big data revolution coming toward us - I don't know if the population is ready for it.

Anish
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Anish   8/16/2012 7:02:24 PM
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I second Pierre that Analytics aids more than the advertissing world today and would definitely say that Analysts should be part of this showdown for the following reasons:

1. They understand how they help people to enhance their user experience over the web but not trying to collect personal data of theirs

2. They work on the kind of data on a day to day basis and will be able to speak to the risks of collecting it and putting it to the right use!

 

Lyndon_Henry
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Lyndon_Henry   8/16/2012 6:02:32 PM
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..

Beth writes


 I do feel it important that Web analysts be well informed about what's happening with DNT and be prepared to jump into the debate as necessary.


 

I generally agree with Beth on this.  The debate seems to involve Analytics and needs some Analytics heavy-hitters who are more familiar with the issue in a comprehensive way.

Pierre mentioned some of the user benefits of tracking outside of marketing.  I have my own notions of what this might involve, but some specifics of what Pierre has in mind would be helpful.

 

BethSchultz
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On top of the issue
BethSchultz   8/13/2012 4:29:27 PM
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Hi Pierre. I do feel it important that Web analysts be well informed about what's happening with DNT and be prepared to jump into the debate as necessary.

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