In February 2022, the CNIL delivered its verdict. The National Commission for Information Technology and Civil Liberties, by its full name, condemned Google Analytics for violating certain articles of GDPR standards.
The data collection and analysis tool, widely used by companies and online businesses, has been inseparable from any good digital marketing strategy for over fifteen years. It indeed allows obtaining crucial information to analyze the customer’s purchasing journey and measure internet users’ activity on brands’ websites.
This decision completely disrupts companies’ strategy regarding data analysis and collection. Trustt explains the direct consequences of this upheaval and provides solutions to implement in order to gradually emancipate from data collection via GAFAM!
Table des matières
The Major Changes of 2022
Google Analytics, Now Illegal in France?
First condemned in Austria, the data analysis tool was judged illegal in France by the CNIL in February 2022. Indeed, the French administrative authority reproaches Google Analytics for transferring data from French users and companies to the United States.
However, a number of American laws do not comply with European GDPR regulations. Consequently, the Google Analytics solution has been the subject of several complaints, notably from the Austrian organization NOYB (None of Your Business).
The American data analysis solution claimed in January 2022 to be deploying all necessary means to allow users to maintain the greatest possible anonymity. The leader in statistical analysis of marketing campaigns also defended itself by asserting that companies – which deliberately use the tool – are supposed to know and accept its terms of use. Google Analytics also claims poor configuration on the part of companies rather than a lack of transparency on their part.
The CNIL finally ruled in February and deemed illegal the data transfer that Google Analytics performs to the United States. The direct consequence was the formal notice to several Internet sites of major retail players in France. From February 2022, they had one month to comply.
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Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.An Ever-Increasing Need for Data Collection and Analysis for Companies
However, in an increasingly competitive digital environment, it is unthinkable for brands to do without a data marketing strategy. Collecting data on the target indeed allows brands to be able to offer them the best possible experience and boost their own commercial performance.
Knowing Your Target Through Acquisition Data
Even before internet users click on the brand’s website, the latter can already have access to certain socio-demographic data about them. Gender, usual queries, age, city, whether the user has visited the company’s Facebook page before arriving on the site…
This data is valuable for brands as it allows them to refine their targeting strategy through a better understanding of internet users who have a potential interest in the company and its website. This data also allows knowing the relevant touchpoints and media channels to prioritize to get in touch with the target.
Analyzing Data to Offer the Best Purchase Experience
Another category of data, called “user behavior data”, can be collected and analyzed by brands when the internet user has opened a session on the company’s website. This data includes the time the user spent on the site, which pages they consulted, the user’s journey before arriving on the homepage, the bounce rate…
Both online and in-store, the experience of customers is just as important as the quality of the product or service itself. Analyzing the customer journey of internet users through the data they leave online allows brands to understand the mechanisms that trigger purchases, as well as the obstacles and barriers to overcome in order to limit cart abandonment or session closures.
Measuring the Impact of Marketing Actions and Adjusting Course
In addition to helping brands understand their target audience, analyzing data and the purchase journey of internet users allows companies to measure the effectiveness of digital marketing actions implemented (SEO optimizations, paid media campaigns…). Has the website traffic increased following these actions? Have conversions been impacted? Has the typical user journey map been modified (“cold zones” warmed up)? If not, which marketing actions should be boosted or abandoned?
Google Analytics, Should We Remove It?
Not yet! Still widely used by French companies and worldwide, it would be a bit hasty to immediately strike Google Analytics off your marketing strategy. Currently, we can still expect a precise response from Google to this decision and, perhaps, a modification of its data management and transfer policy.
However, French companies using this tool must be prepared for other restrictions aimed at further controlling the use of Google Analytics in Europe. It is therefore time for companies in France to consider existing solutions that allow them to gradually emancipate themselves from GAFAM!
The Watchword in 2022: Disintermediation
So, if Google Analytics is a widely used tool whose utility for businesses is well-established, can we find an alternative?
The answer is yes! More and more players are entering the market to help brands move away from GAFAM by allowing them to become owners of their data.
The new era of first-party data seems to finally be under the sign of transparency and bringing brands closer to their consumers. While in 2020, Google signals the end of third-party cookies and GDPR laws are tightening, brands need more than ever to drink from consumer data to survive.
Trustt is a startup that offers a SaaS software helping brands to collect first-party data from their own community through a brand ambassador program. This consumer data, enhanced by the expertise of Trustt’s teams, ensures brands a better understanding of their target audience and, by extension, maximization of their commercial success.
Build a Community of Super-Contributing Ambassadors and Activate All Digital Marketing Levers with Trustt!
- Involve your community in your company’s success story by elevating them to the rank of brand ambassadors,
- Obtain reviews that are authentic and detailed about your products and services, on your e-shop and on social networks through quality UGC,
- Uncover the real consumption criteria and purchase journey of your target audience through collection of proprietary data that is transparent and “win-win”.
