Website analysis enables the assessment of site performance and helps to identify key areas for improvement, such as webpages on a site that are rarely visited or features on the homepage that are rarely clicked on. In other words, marketing managers can summarize the actions of visitors to their websites by statistically analysing users’ data. Google Analytics provides a range of statistics, such as bounce rates, unique visitors, page views and average time a user spends on a particular site. 

Understanding website performance can be important for customer relationship management strategies, helping to identify areas for improvement that might increase customer acquisition, conversion, retention and enjoyment during website visits. For example, a website might include personalized recommendations for loyal customers or introduce interactive tools to help with product selection. 

Sophisticated analytical tools and software applications mean that all eyes are on the consumer, but marketing managers should be aware that consumers are becoming increasingly unwilling to hand over their personal data, especially online. In the past, retailers and consumer-facing brand websites have been able to entice consumers into signing up to newsletters, surveys and other data capture devices by offering a small incentive such as discount vouchers for handing over their personal details. However, some consumers are increasingly reluctant to knowingly hand over personal information. In fact, research has found that consumers now expect more free information from brand websites than ever before. Sectors yet to experience this trend are insurance, charities and some alcoholic drink brands, where consumers are signing up and handing over personal details in record numbers. 

Paradoxically, it is perhaps the increase in our ability to analyse data and make more meaningful interpretations that is making collecting data from some consumers harder. Part of the problem is that consumers are concerned about online security and identity fraud. Google is doing little to alleviate these fears as it integrates more data-collection methods into its search engine and links together with social media, encouraging consumers to unwittingly divulge more and more personal details. This means that consumer profiles can become very transparent and this information can be used for marketing initiatives. For instance, before you receive your next email marketing message, the time of day you are most likely to open and respond to the message will have been analysed, the content of the mailing may have been personalized to suit your preferences, and sophisticated software will be ready to monitor your next move. If you access the web using a smartphone, someone somewhere may have read your electronic diary and know when you are free next week and already be planning which marketing initiatives you are going to receive. As one of the internet giants, Google provides a very efficient information search engine for 90 per cent of users in Europe. Google has also been rebuked by the European Commissioner for Justice over what are seen as weak protection policies for personal data. EU member states were concerned because Google has made changes that mean it could pool data about registered users and how they use the web, make video searches, find map directions and browse the web, and which adverts they click. This pooling of data means that no stone is left unturned and Google can capture data on every aspect of an individual’s life and build personalized profiles, which it can then use for its lucrative Google Ads paid search advertising. The EU has responded with its General Data Protection (GDPR) legislation, designed to protect privacy and make firms like Amazon, Google, Facebook and indeed any firms that gather personal data, conform to new and more restrictive methods of storing and using it. GDPR replaces older data protection legislation, which has become outdated, and it restricts how personal data is collected, stored and used. 

The Market Research Society’s (MRS’s) Code of Conduct advocates maintaining anonymity for any opinions deduced from analysing online content, and has guidance on applying GDPR: www.mrs.org.uk/standards/gdpr-faq. 

Questions:

1. Give an example of an online marketing campaign that targets consumers. 

2. Suggest the broad types of consumer data a digital marketer might need to carry out the campaign. 

3. Carry out desk research to find out which of the data suggested in your answer to Q2 can be legally stored under GDPR legislation.