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Web Site Measurement Hacks by Eric T. Peterson

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Web Measurement and Visitor Privacy

The relationship between web measurement and visitor privacy is complex due to the extensive use of cookies, making it essential that you both understand the issues and establish a robust privacy policy that describes your use of cookies for measurement.

Web site measurement and online marketing offer the allure of infinite measurement possibilities. Because of this, digital marketers sometimes rush to collect and use all the visitor information they can without considering the privacy implications. It is easy to forget that visitors to your web site have the same need to feel safe and secure as they would if they were visiting your real-world office or store. If you are to be successful in convincing visitors to do business with you, you will need to gain their trust. Privacy and security therefore are not about compliance or nice-to-haves, but essential trust-building activities that will help you gain and retain visitors or customers.

It’s Not About the Technology, It’s About the Practices

As with most technology, web measurement technology may be used in good and reputable ways, or in ways that will cause harm to unsuspecting individuals. Whether it’s a video camera or a browser cookie, it’s not the technology that is the problem, but the way in which it may be used or misused that presents the real danger. Unfortunately, early debate and legislative work in the area of digital privacy spent much time focused on technology such as cookies and ...

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