15
©2011 Sean Carlos - Antezeta 1/15 The Path from Measurement to Big Brother (and what to do about it) Sean Carlos 8 March 2011
| Date post: | 17-May-2015 |
| Category: |
Business |
| Upload: | sean-carlos |
| View: | 516 times |
| Download: | 3 times |
©2011 Sean Carlos Antezeta 1/15
The Path from Measurementto Big Brother
(and what to do about it)
Sean Carlos8 March 2011
©2011 Sean Carlos Antezeta 2/15
Measuring MarketingThe Good Old Days
Half the money I spend on advertising is wasted, and the
trouble is I don't know which half.
Half the money I spend on advertising is wasted, and the
trouble is I don't know which half.
1st Lord Leverhulme (Lever Bros. / Unilever), later paraphrased by John Wannamaker (Pennsylvania Retailer) per David Ogilvy in Confessions of an
Advertising Man, 1963
c.190
0
©2011 Sean Carlos Antezeta 3/15
Measuring Web MarketingParadise Found
1993
©2011 Sean Carlos Antezeta 4/15
Clouds Soon Emerge
The Web is watching you. Some sites track your every move, record your Email address, the type of computer
you're using, even the sites you've visited recently.
To guard your privacy, youneed to conceal your "cookie"
Oct. 199619
96
©2011 Sean Carlos Antezeta 5/15
The White House and the F.T.C. ...are exploring what new laws or
regulations will be needed to protect personal privacy...
1997
©2011 Sean Carlos Antezeta 6/15
The Cookie Monster Won't Go Away
2005
©2011 Sean Carlos Antezeta 7/15
Under Pressure, Worldwide
"Privacy protectors want to prevent use
of (Google) Analytics"
2009
©2011 Sean Carlos Antezeta 8/15
Not just Cookies:WWW User Tracking Mechanisms
Browser text filee.g. visitor & returning recognitionCookies
URL parameterse.g. search keywords in AnalyticsReferral Strings
e.g. in Google Webmaster ToolsClicks
Embedded images/server callse.g. Email opens, FacebookBeacons
Similar to browser cookiesFlash LSOs
HTML 5Web storage?
©2011 Sean Carlos Antezeta 9/15
Typical Tracking Uses
● Photograph user activity– Tools like Google
Analytics, Omniture● Conditionally
display content– Ads displayed by
ad networks
©2011 Sean Carlos Antezeta 10/15
No Lack of Industry "Solutions"
Browser Stealth Mode
©2011 Sean Carlos Antezeta 11/15
No Lack of Industry "Solutions"
Steve wouldn't approve!
©2011 Sean Carlos Antezeta 12/15
Enter the FTC(& Congress?)
"Our main concern is the sites and services that are connecting
the dots between different times and
places that a consumer is online and
building a profile of what a consumer is
doing."
− Jon Leibowitz, chairman of the Federal Trade Commission
©2011 Sean Carlos Antezeta 13/15
Search Marketing Risk Levels SEO
● Referral strings contain keywords for Web Analytics reporting– Already missing: https; blekko
● Cookies used to identify returning visitors– Already highly unreliable
● Click data used in some Webmaster Tools reports
©2011 Sean Carlos Antezeta 14/15
Call to action!
● Understand data collection methods– including limitations, transparency needs
● Review FTC proposal and comments● Contact your congressional
representatives– It is they who will set future rules
http://www.senate.gov/
http://www.house.gov/
● Don't panic, yet
©2011 Sean Carlos Antezeta 15/15
Thank you!
Sean Carlos
Web Marketing Training
& Consulting
+1 617 765 0250 (US)+39 02 69 000 333 (ITA)
seancarlos
@seancarlos@sean_it (ITA)
www.antezeta.com/blog
