Digital measurement and analytics at the enterprise level is maturing rapidly. In the past year, the industry has seen the evolution and adoption of Tag Management Systems, web analytics solutions delivering increased segmentation and reporting, and perhaps most significant, the widespread use of advanced warehousing platforms to integrate and analyse digital data.
However, most web analytics solutions don’t deliver the capabilities necessary for many forms of advanced analysis. Gary Angel, President of Semphonic, insists that if organisations are considering working on a digital measurement and analytics project, they need to be thinking about the long-term infrastructure necessary to support a truly integrated and efficient system of data collection, data warehousing, and personalisation. Read More »
With the deadline to comply with the EU e-Privacy directive just a month away (26thMay), the confusion amongst marketers doesn’t look to be dissipating at all. In fact, in a recent study by Econsultancy, 61% of marketers said they still don’t understand the options for gaining user consent.The lack of understanding is adding to the confusion and panic around the approaching deadline. However, if brands take things back to basics, they will see that there are actually just two main approaches to consider here – automatic opt-out (auto opt-out) and automatic opt-in (auto opt-in). Read More 
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