Abstract
Despite major advances in tracking, attribution and data augmentation over the past decade, or perhaps because of them, several forces now threaten to degrade the ability of marketers to measure their campaigns and understand their audience. A growing privacy movement is resulting in government regulation and technical restrictions from ‘big tech’. Walled gardens are growing larger and more numerous, forcing marketers to rely on limited data without third-party verification. Consumers are becoming increasingly fragmented across a sea of connected devices, and the minimum viable product development philosophy is creating a legacy of ‘data debt’ for many companies. This paper explores these four threats and discusses strategies that marketing and analytics teams can use to attempt to counter them.
Published Version
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