1st Party data, GDPR and data-awareness

Any organization that uses its own data, legally collected from its digital assets to make decisions will gain strategic advantage over the competition and reduce cost, since it can focus on areas that have the best ROI.

The organization will also explore hidden opportunities as well as sales leads and identify problems beforehand.

The Snoobi Analytics Platform enables the marketer or data-analyst to concentrate on the data and how that can BE used to facilitate marketing and sales actions. THEY CAN ALSO DRILL-DOWN INTO ANY CLICK DETAIL BY EVERY VISITOR IN ANY HISTORIC SESSION OR COMBINE THESE DETAILS WITH OTHER RELEVANT DATA FROM OTHER SOURCES

First-Party online data

First-party website data is the information that companies can collect from their own web-based sources. In other words: every information about visitors from online sources is first party data. A company needs full ownership of that data to enable it to be combined with other data and to gain maximum benefit. 1st party data also lets businesses operate in a GDPR or privacy-complaint way.
Recent research shows that more than 75% of marketers said that increasing their use of first-party data is a high priority.

Data Granularity and need for more details

Data may be the new currency for businesses, and access to first-party data is a necessity. But without full details and ownership that data is incomplete, may lead to the wrong conclusions and cannot be used for predictions that are based on AI.

Google Analytics™ is a widely used web analytics tool, but has a number of limitations as a free tool. There also is no first-party-data, as you don’t have exclusive rights to the data. The free version cannot display 100% accurate data due to data sampling. In Google’s own words: “In data analysis, sampling is the practice of analyzing a subset of all data in order to uncover the meaningful information in the larger data set.

The data granularity in Snoobi Analytics™ is down to the level of every action a visitor has taken on your website. That doesn’t mean aggregated data is not available, but every detail can be viewed, filters and segments work on all available data, Snoobi Datafeeds can feed data into other tools and no detail is lost – ever. Data is stored for a minimum of 25 months and extensions are possible.

Which Information Elements to collect

The era that we could all just collect information, store and share it and later decide how to handle that information is long behind us.
Every organization needs a data collection and storage strategy, and data collected from your website assets is actually only one aspect.
The main consideration is to make sure that any information collected is stored or shared in a way and for a purpose that is consistent with GDPR and complies with any privacy protection legislation in countries where your website visitors reside. To protect the credibility and reliability of data, the information should be gathered using accepted data collection techniques. It is also recommended that efforts will be made to collect data that will be used for certain agreed tasks or statistical insight.

GDPR and Visitor data

With the need to analyse every action a user takes on the website and to register every detail, we quickly encounter GDPR-related issues. With Google Analytics, there is a catch. In Google Analytics, every user is registered with a unique ID. Thanks to this ID, Google Analytics provides you with insight into how many people visit your site and, for example, how many of them return. Those online identifiers are considered personal data under GDPR.
When using the Snoobi Data Platform it is still possible to get all insights into a unique visitors’ behaviour while maintaining GDPR compliancy.

Then, there also is the issue of where data is actually stored and shielded from use by other parties. The European Union Privacy Shield allowed for EU data to be transferred to the US. However, this was invalidated by the Court of Justice of the European Union on July 16, 2020. The CJEU deemed it illegal for any websites to transfer the personal data of European citizens to the US.

Overview of the GDPR-related features in the Snoobi Analytics platform:

  • The data of Snoobi Analytics is stored exclusivelywithin the European Union (and in Finland for our Finnish clients).
  • Snoobi clients have full ownership of their own data.
  • Snoobi Analytics never sets 3rd party cookies or other storage readable by other parties.
  • We do not set persistent cookies if not approved.
  • We enable complete anonymization and no storage of IP-address data.
  • The right of insight – meaning a user wants to review the data the site has collected for a unique visitor id.
  • The right to be forgotten – meaning a user wants to remove all data the site has collected for a unique visitor id.
  • A special plugin for the website so that a user can find out what visitor id is in use by them for Snoobi .
  • An interface for the website owner to fulfill all obligations under GDPR.
  • A large number of Knowledgebase articles to provide background and insight in what is needed by the website owner.

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