25 years of digital analytics with Brian Clifton: The real challenge for the future is to make sense of data

Organizations are becoming more and more aware of data-driven strategies, so understanding the complexities surrounding data quality, privacy, and technological advancements becomes crucial for their future success. They also need to rely on new tools, often supported by AI, to adapt to changes in the digital analytics field.

Dive into the fourth and final episode of our video series with Brian Clifton, a renowned digital analytics and privacy expert. He presents the history of digital analytics, including technologies and mindsets surrounding the analytics industry. The first part is dedicated to the origins of web analytics tools, the second focuses on the increased interest in privacy in data collection, and the third discusses challenges in ensuring proper data quality for effective decision-making. 

In this part, Brian talks about the importance of staying current with technological advancements to maintain proper data quality. He also shares insights into the future of digital analytics, emphasizing the need to balance automation and human knowledge to enhance marketing strategies.

The complexity of data quality in digital analytics

Over the years, many have viewed data collection as a daunting task, particularly for those without technical expertise. However, it has become clear that the real challenge is not gathering data – it’s effectively making sense of it. Analysts must connect a host of data points to extract meaningful insights that drive informed decision-making.

Poorly collected or noisy data can lead to tricky conclusions, making robust data-cleaning processes essential. Once data quality is compromised, correcting flawed data can be an intensive task and may require starting over from scratch.

“It’s very easy to collect poor-quality data without knowing it’s poor quality. However, it’s very hard to clean it later. Monitoring data quality at the point of collection is crucial for effective decision-making.”

Brian Clifton, Digital analytics and privacy expert

There is a school of thought that businesses should embrace aggregate tracking methods alongside individualized tracking. This dual approach enables organizations to gain insights into overall trends while respecting individual privacy rights, aligning more closely with consumer privacy choices. For those users that grant consent to be tracked, individualized tracking allows for the website to provide a more personalised experience.

Privacy and ethical use of data

As digital analytics has evolved, so has awareness of privacy responsibilities. Analysts now find themselves focused not only on educating data stakeholders about web analytics, but also on their obligations regarding protection of users’ data. Striking a balance between collecting valuable insights and upholding user privacy remains a persistent challenge.

“I think GDPR is the best thing since sliced bread as it has put control in the hands of users, and not with far away and opaque tech vendors. Privacy laws are here to stay, because that is what users want and I believe the US will eventually adopt a federal privacy law similar to GDPR, instead of having fragmented state-level regulations.”

Brian Clifton, Digital analytics and privacy expert

Organizations must navigate the complexities of compliance to avoid severe penalties, including hefty fines and reputational damage. As marketers adjust to these new realities, they must rethink their strategies to rely less on extensive personal data and more on aggregated insights that respect individual privacy.

Adapting to new analytics tools supported by AI

With rapid advancements in analytical tools, now is the time for organizations to reassess their technological stack. By exploring alternatives beyond traditional platforms, companies can better tailor their approaches to meet contemporary analytical needs.

The role of analysts is becoming increasingly specialized, with AI augmenting human capabilities by enabling faster restructuring and comparison of data. Technologies like ChatGPT have dramatically transformed digital marketing by shifting focus from keyword-based searches to conversational queries. This evolution challenges the traditional role of the analyst, though building insights based on a solid understanding of the data is still key.

“Advanced web analytics isn’t about the tools; it’s about doing the basics very well and applying them in a clever way.”

Brian Clifton, Digital analytics and privacy expert

Making sense of data to drive meaningful change

AI has the potential to revolutionize digital marketing by providing rapid insights through data interpretation. While some jobs may be displaced by automation, AI creates new opportunities by handling time-intensive, complex tasks, allowing analysts to widen their analytical scope for even greater insights.

“There’s huge potential here – not to replace humans but to augment their capabilities with superpowers. AI serves as a smart, always-on, never forgetful assistant. It helps the analyst work faster and more efficiently, even trying new ideas that were previously too cumbersome to explore. The role of the analyst is becoming increasingly more important to businesses.”

Brian Clifton, Digital analytics and privacy expert

The future of digital analytics hinges on building trust and privacy while embracing technological advancements and AI-driven tools. By prioritizing data quality, respecting user privacy, leveraging new technologies, and fostering collaboration among teams, analysts can effectively navigate this dynamic landscape and drive meaningful change within their organizations.