Digital analytics has undergone profound changes in recent years, both for the user and for the product. And the months to come may hold many surprises for us.
The digital analytics industry has undergone profound changes in recent years, most notably numerous fusac movements in 2021 and a rapid evolution of data privacy laws (GDPR, CCPA). Today, digital analytics continues to gain ground and promises to revolutionize the digital experience, both for the user and for the product, and the months ahead could hold many surprises. Focus on three key changes that will rock the market.
More protected personal data and lower advertising budgets
In a context of strengthening data protection measures, in particular with the deletion of third-party cookies by Google and the implementation of Apple’s ITP (Intelligent tracking protection) program, reporting on the impact of online advertising it will prove increasingly difficult for advertisers. The success of digital advertising lies in its ability to micro-target users, but in the future, organizations will no longer be able to rely on such a level of granularity, which will certainly lead to a decline in advertising spending.
This trend will accelerate as consumers seem increasingly reluctant to share their information. When given the choice, most opt out of ad tracking. In an update to its iOS system in 2021, Apple offered US users the option to allow or disallow newly installed apps on their devices. Result: only 4% of them accepted this follow-up. Other bills, such as the Banning Surveillance Advertising Act in the United States, intend to go much further by completely banning the use of personal data and certain algorithms for advertising targeting purposes. If adopted, these measures could extend to other markets, including Europe.
Thus, the end of individual-centered targeting will lead to the resurgence of models that have been abandoned for several years, such as contextual targeting, the one-to-few approach (single message sent to a defined group or small segment) and one-to-many (transmission of a single message to a large audience). We are already witnessing the strong return of the brand’s large multichannel campaigns, implemented simultaneously online, in the media and away from home, the result of a renewed collaboration between advertising, creative and media buying agencies.
Websites designed on the model of mobile applications and no longer the other way around
As mobile traffic continues to dominate the desktop (57% vs 43%), publishers are continuing to review their product investment strategy. Indeed, maintaining a website and application can be expensive and time-consuming as each medium involves very different technologies, coding methods, and user experiences. Therefore, more and more organizations are using their website as a simple means of acquisition, before encouraging customers to download their application to deepen the experience.
Of course, websites aren’t going to go away – far from it! In some industries, such as BtoB SaaS (software as a service) tools, user growth is even higher than application growth, however, their ergonomics, usability and functionality are changing significantly. A few years ago we developed responsive sites, designed to adapt the desktop experience to all devices and screen resolutions. From now on it’s the other way around, and sites borrow the codes, look and feel of applications to recreate the comfort of use. This is particularly the case with the Slack platform, which offers exactly the same experience on a mobile device as it is on a browser.
Therefore, the website remains an essential and fundamental point of contact that helps to provide a coherent and unified digital experience. That’s why companies need to consider the customer journey holistically to define their strategies and effectively target product investments. Product analysis is a key tool to achieve this and understand user behavior towards products in order to optimize their satisfaction, improve acquisition, retention and conversion.
Analytics, a bridge between marketing and product teams
For over a decade, digital analytics has been anticipated by marketing, primarily to measure the performance of advertising campaigns. At the same time, digital interactions have become more complex and massively transferred to mobile applications. Today, users expect consistent, seamless experiences across multiple channels, which requires structuring multiple data sources and analyzing the relationships between them.
However, product management is generally split in two within companies, with the marketing team responsible for the website on the one hand and the product team responsible for the applications on the other. Additionally, these teams often rely on marketing analytics tools that fail to understand how users interact and interact with products (what drives them to stay, leave, come back, etc.). However, in the face of the scarcity of third-party data, the user experience will increasingly depend on the product and behavioral data will be essential for identifying points of friction and conversion levers. Marketing data will always be part of the equation, but thanks to product analysis, companies will benefit from new insights and a better view of the value creation axes. They will thus be able to make more informed decisions based on past, present and predictable behaviors, and transform their products into real growth engines.
To achieve this, organizations will need to rethink their tools and structure so that these lessons are accessible to all levels of the organization: product manager, marketing, data scientist, customer support, etc. This will involve the implementation of a precise, accessible and secure data management and governance process within a common platform, but also the decentralization of data-related functions (collection, analysis, activation), which will work hand in hand to define the types and taxonomies of data to be collected.
 Flury Analytics, iOS 14.5 Participation Rate – Daily Updates Since Launch
 Satcounter, desktop vs mobile market share worldwide
 Amplitude, the App 2022 vs. Report on the website