Well I guess this depends on who you ask…
End-users would go “cool stuff!”, privacy activists would say “its about time! and a major victory to privacy” and what about digital asset owners or digital strategist. What would be their reaction?
I reckon would be “thats not too good” I thought everything is trackable on line and how are we (agencies) going to say to our clients. Maybe oh well you see we have approximately 20% of the traffic unaccountable for and that explains why the drop in x & y. I strongly believe that this is due to the missing 20%.
Today, analytics is part and parcel of any online asset – clients demand them so to know exactly how people are surfing their sites, SEO specialists love them cause they can find out what are the keywords people use to get into the site.
Agencies (Client-side Marketers as well) use them to justify the investment (amongst many other metrics) and say how well they have done. Now with people able to opt out – would this mean a loss of valuable data that now relate to a negative relationship to the ability to generate insights that inspire a strategy?
It has been said to a strategist we need numbers to make business cases and to position our argument. So what does this mean to digital strategists. How else are they going to go our data so easily and at such low cost and so quickly!
With this opt out feature, does this signal a massive demand of quantitive/qualitative research whereby we conduct surveys or gather focus group and run modeling equations to make sense of it out.
Would this Google Analytic opt out feature ‘cripple” the digital industry? and how are digital strategists going to work around this problem? after online its seems we are very data-drive, no?
What are your thoughts? I’m keen to hear.
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