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  • A Primer for User Tracking and Marketing Attribution

    updated 9 months ago 0 Member · 1 Post
  • Tammy

    October 14, 2019 at 7:48 pm

    Hello r/digital_marketing, I’ve been in the martech space for ~10 years as an engineer and wanted to take a stab at writing up the current state of online user tracking techniques. I’d appreciate any feedback & ideas for things to dive into deeper. I understand one of the rules here is no blog spam, but after about 30 minutes trying to format the post so it’s somewhat readable here I gave up (but if this gets removed by mods, 100% get it). Here’s a part that was okay to translate, and I think is enough to give you an idea of whether you’d be interested in reading or not: ———– Key problems facing tracking While it would be nice to have a standard way to track & analyze your users, there are many issues at play that make this topic technically difficult. Each of the methods described in this article are usually trying to solve for one or multiple of these general problems: Web & Native application gap — As more and more businesses rely heavily on app on smart phones, and sometimes even skipping a web experience completely, connecting pre- & post-install user experiences has become increasingly important. But due to privacy issues & the closed ecosystems of iOS and Android compared to the web, consistent solutions are harder to come by. Multi-touch attribution — Users usually do not engage with with a single ad before becoming a user. They may see an ad on Facebook, hear one on TV, search for your company, and then click on an ad in Google search. Creating this history of interactions, and determining the impact of each interaction is continually becoming more complex as the ways to reach users has increased. Proprietary Ecosystems — There are many sources of data and marketing inventory that have strict requirements on their usage and access. When talking about native applications, having Google and Apple own both the major ad networks as well as gate keeping the app stores means what you can and can’t do is both restricted and likely change over time. Privacy — What you can and can’t do with user data varies based on how you collected it, what the user has consented to, and what the data is. GDPR in the UK caused a subtle but large shift in what is and isn’t okay to share. With CCPA being enacted in early 2020 these issues are now becoming tangible in the US. ———– Link to full article – by hq overview majidaniel – –

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