šŸ’¾ Trust The Data

It turns out that trust and data are like the chicken and the egg

Author

Jeff Sauer
February 07, 2024

Sponsored by

šŸ“¢ TOP STORY

A new study from the research platform Attest surveyed 1,500 consumers and found that 84% of Americans are concerned about their data privacy when interacting with brands onlineā€”with 41% saying they are very concerned.

Much of this concern stems from user data being used for advertising purposes. And users are becoming less likely to share their personal data with companies. More than a quarter say they opt out because they are concerned hackers will steal their personal information.

Itā€™s not unexpected that consumers want to opt out of data collection today.

The practice of targeted advertisingā€”and the ways in which some ads miss their targets by wide marginsā€”is well-known. Data breaches are the new normal, and European data privacy law essentially ensures that internet users from anywhere are told whenever their data may be collected. 

However, there are successful ways to collect user data. Nearly halfā€”48%ā€”said they are more likely to trust brands that collect ā€œzero-party data,ā€ which customers willingly share directly with a business to help it shape products and services.

šŸ§ Do It Yourself Universal and GA4 Blending Revealed TODAY

This is the day Iā€™ve been waiting for over a year to announce. In just a few hours, we are going live with a presentation called How to Back Up and Blend UA Data with GA4 for Continuous Reporting 

Itā€™s hosted by our friend, Ameet Wadhwani of Analytics Canvas. Brain Gainz are private workshops for our members, but weā€™re opening this one up to the public so you can see the latest (and easiest) way to marry your Universal Analytics and Google Analytics 4 data sets for continuous reporting. 

First, Ameet will share how he uses the Analytics Canvas solution to back up your UA data. Then he will show you how to blend your UA data with GA4 data for continuous reporting (as well as the nuances that make reporting between the two systems different).

Youā€™ll also learn how to work better with GA4 data now that thereā€™s sampling, tokens, and SQL involved. 

DATE: February 7, 2024, at 1:00 PM Eastern Time (TODAY)

Note: While this workshop will be recorded, the recording is only available to our Data Driven Insiders Members. If you canā€™t make it live, you can still join Insiders with a 7-day trial.

 šŸ¤ WITH MOTION

Past issues include: 

āš”The Barry Hott Ugly Ads Edition which revealed the science of getting past peopleā€™s subconscious ad blockers.

āš” The Sarah Levinger Psychology-Based Creative Edition showing how to properly use emotion and brain science in your advertising.

āš”The Alex Cooper A-to-Z of Ad Production Edition giving teams a relentlessly practical guide to ideation and iteration. 

Plus, weā€™ve covered things like how HexClad's Head of Growth Connor Rolain runs his creative strategy flywheel, how to properly back into a MER goal, contribution margin tutorials, and advanced ad analysis techniques. 

šŸ“° THREE HEADLINES

TikTok made news the past week after losing access to music from big names in the industry. Fans are finding ways to use their favorite tunes. 

Many artists are stepping up to fill the void by posting covers of TSwiftā€™s biggest hits. Other independent artists on TikTok chose not to cover Swiftā€™s songs, but used the social media attention and the absence of UMGā€™s big names to promote their own original work.

Digital native and direct-to-consumer brands are built on thumb-stopping hooks. But their true differentiation from legacy brands was supposed to be their data-driven ethos and first-party connections with customers.

First-party data was going to change everything. Except, now, many of these brands that epitomized the digital and data-driven mentality are suffering brutally.

Meta, once recognized solely as the creator of Facebook, a platform synonymous with connecting, has undergone a profound transformation. 

It has emerged as a tech sector colossus, exercising its influence beyond social media and expanding its reach across the digital landscape. A strategic shift toward artificial intelligence and virtual reality drove its metamorphosis.

šŸ§µ THREADS

šŸ¤æ DEEP DIVE

The Influencer Marketing Benchmark Report 2024 is the latest overview of the influencer marketing industry. 

It summarizes the thoughts of more than 3000 marketing agencies, brands, and other relevant professionals regarding the current state of influencer marketing, along with some predictions of how people expect it to move over the next year and into the future.

Many businesses have struggled in this new environment. And those that have made it this far need to find new ways to market, so they stand out in the minds of consumers. Creator and influencer marketing appear to be more important than ever for connecting brands with their target customers. 

Brands involved in influencer marketing can use AI in most phases of the process, from assisting influencer discovery to creating reports at the end of campaigns. If anything, however, it is surprising how little change there has been in AI usage this year by the marketers who participated in the study, compared to results over the last few reports. 

The eighth annual State of Influencer Marketing Benchmark Report suggests that the industry is as strong as ever and that participants are still as optimistic about the success of their campaigns.

šŸŽ§ AUDIO VISUAL CORNER šŸŽ„

šŸ¤ A CALL FOR SPONSORS

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