Modern challenges in the world of privacy-centric marketing

Marketers and marketing analysts have had the chance to swim in a world of data in the last 20 years. In fact, that was one of the main drivers of the spread of marketing analytics in the field, especially in the area of digital marketing, which accounts for almost two thirds of all marketing spending worldwide. However new trends in the attitude toward privacy and tracking online are making it harder for us, as analysts, to quickly derive insights from available data.

As we can see from Figure 1.4, for years the trend was clear. The largest proportion of marketing budgets went to online and digital marketing:

Figure 1.4 – Evolution of digital marketing spend as a percentage of global marketing spend

At our disposal, we had highly granular and vast datasets on our users, encompassing their behaviors, which ads they saw, when they saw them, and how they reacted to them. Clickstream data...