Social media users are increasingly concerned about their privacy in recent years due to data breaches. A study found that at least 50% of social media users have their accounts set to private, protecting themselves from unwanted eyes.
Recently, Apple has released updates for their iOS operating system that puts the citizen at the centre of privacy decision making and provides the option to stop apps tracking your activity. This update applies to all apps in the App Store, including Facebook-owned apps like Messenger and Instagram. Unsurprisingly, this is a big change for marketers.
Businesses who gained access to data from consumers, within digital environments to help them run advertisements, are finding missing gaps in data from app users. So, how do we keep the digital momentum with these changes?
The term big data has captured the movement of marketers for over a decade, as mass data is available across volumes of digital interactions. However just because we can, doesn’t mean we should.
Now is the time to change the metrics. If you can’t measure accurately, take the opportunity to re-evaluate what is deemed successful. Data reporting is only the start in identifying what you ultimately want to achieve and measure the ROI (return on investment) in the short, medium, and long term.
Think through the process, and find new pathways to deliver success. Make the shift from stalking to talking.
Maria De Conno
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