The experienced digital analytics consulting team at InfoTrust is proud to share that Tag Inspector Product Manager and data privacy leader Lucas Long was recently published in Applied Marketing Analytics.
Applied Marketing Analytics is a peer-reviewed journal that features in-depth articles on all aspects of measuring and analyzing marketing performance to improve effectiveness within organizations. Articles and case studies in the publication cover topics such as attribution, compliance and regulation with regards to consumer privacy and data collection, and aligning marketing metrics with business goals.
Article Abstract
The analytics industry is facing an unprecedented change in the methods and requirements for data collection. These changes are a result of shifting consumer expectations regarding the privacy of their personal information and the regulatory and technological methods used to meet these expectations. In the privacy-first world, first-party data collection becomes more important than ever—while at the same time more difficult. In this paper, core principles for first-party data collection in a privacy-focused world are outlined and tactical suggestions for future-proofing are offered. These suggestions include methods to collect privacy-safe first-party and anonymous data, strategies to enable downstream integration, and ways to enforce taxonomies as well as compliance via a server-side data distribution approach.
To access Lucas’s article in Applied Marketing Analytics, purchase Volume 7 here.
About Lucas Long
Lucas works at the intersection of data privacy and strategy, helping some of the world’s largest organizations to optimize complete and compliant data practices. As a data privacy leader and product manager for Tag Inspector at InfoTrust, he works to understand regulatory and technical restrictions on data collection to best advise clients on ways to optimize their marketing strategy and operations. Tag Inspector is a data governance and monitoring platform owned by InfoTrust, a global data analytics consulting company.
