How privacy laws are reshaping media intelligence in Australia | WARC | The Feed
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How privacy laws are reshaping media intelligence in Australia
Attributing media spend is challenging, but it is possible to adapt the tooling to collect data on digital touchpoints that will help improve website performance.
This is in spite of recent privacy legislation in Australia intensifying scrutiny, writes Sam Redfern, marketing effectiveness lead at Canva.
Why it matters
Attribution is a measurement technique that provides 'explainability' about the exact conversion triggered from users who entered a channel to a specific landing page. But the accuracy of the channel driving incremental impact is not clear, as demonstrated by experiments.
Takeaways
- Experiments can show marketing impact and are more effective than analysis,...
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