“User-centric approach to data & analytics”
Almost all modern approaches to tracking, especially of the server-side variety, revolve around rhetoric that seeks to maximize the quality AND quantity of data collected to marketing vendors. All the pitches are about “getting your data back” or “avoiding ad blockers” or “increasing data volume”.
However, most of the mechanisms that “take your data away” are doing so with the interests of the user in mind. It is *their* data that you are trying to get. It is *their* choice whether to block intrusive ads. It is *their* decision to use a browser that makes tracking mechanisms ineffective.
In this presentation, Simo explores opportunities for switching from a vendor-centric to a user-centric model in tracking. He tries to persuade you to understand that marginal gains in data quantity are won at the user’s expense. Shifting the model around to focus on what benefits server-side tracking introduces for the user (and there are many!) will get you top quality data for marketing purposes AND let you sleep your nights more soundly.