The death of the shopper marketing funnel

Date of publication: November 19, 2024

Catalogue: Asia Pacific 2024

Abstract:

The marketing landscape is undergoing a radical transformation as new laws and regulations are reshaping how data is collected, tracked and utilised. Traditional attribution methods, which have long depended on tracking user behaviour across websites and apps, are becoming increasingly obsolete. For instance, the General Data Protection Regulation (GDPR) in the European Union has significantly restricted how companies can collect and store personal data, requiring explicit user consent and limiting the use of cookies. Similarly, the California Consumer Privacy Act (CCPA) in the United States gives consumers the right to know what data is being collected about them, and to opt-out of its sale. These laws have made it increasingly difficult for marketers to rely on third-party data and cookies, leading to the decline of conventional attribution models that once mapped the entire customer journey.

Patrick Duenzinger

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Andrea Goeres

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Alex Provan

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Karen Chandler

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