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Why Privacy-First Martech Matters

Privacy-first martech: Business woman with face obscured uses website

Cloudflare announced this week that they were introducing a new, free privacy-first analytics tool, using data from their CDN, but eliminating any personally-identifiable information (PII) commonly collected in competing tools. SoloSegment CEO Steve Zakur talks about why privacy-first martech is the right way to go for your business:

Prefer to read? Here’s a transcript of SoloSegment CEO Steve Zakur’s comments on Cloudflare’s anonymous analytics tool and privacy-first martech for you: 

CloudFlare, a leading cybersecurity and content distribution network, announced yesterday they were launching a new free service called CloudFlare Web Analytics. And the most distinctive feature of this tool is that it doesn’t collect personal information. So this is not some secret play by CloudFlare to, you know, to hoover up all this personal information about your visitors. It truly is a privacy-first [marketing] technology.

My name is Steve Zakur CEO of SoloSegment. For many years, we have had this pact with Google in using their analytics tool. And that pact was they’ll give us an awesome, full featured analytics tool for free. And we have to then send them all the data about our visitors. And so, you know, that worked out pretty well for us but not so well for our visitors, our prospects, our customers who were getting their information sent over to Google. 

And increasingly we’ve seen moves by industry. Apple has been a real leader in this area with ITP and some other areas, other things, but also regulators, GDPR, CCPA, all those sorts of regulations in moving to protect the privacy of individuals. And I think we’re going to see more and more of these privacy first tools. In fact, SoloSegment has focused on this right from the beginning. We have a thesis that there is plenty of information out there about the behavior of website visitors, that you don’t need to know who they are in order to engage them. Whether they’re searching or whether they’re navigating on your website they give off a trail of behavioral information that allows you to help them achieve their objectives without needing to know who they are.

So, no matter what technology we’re talking about, whether it’s SoloSegment’s personalization technology, GuideBox, or web analytics by CloudFlare, look for those privacy first applications, because those are the technologies that not only allow you to achieve your goals, but to do it in a way that you can protect the personal information of your website visitors. Thanks very much. Hope you have a great week. Take care.

You can read more about how to personalize your content while protecting customer data in SoloSegment’s new ebook, The Six Personalization Truths Every B2B Marketer Needs to Know.

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    Tim Peter is the Senior Advisor at SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment uses machine learning and natural language processing to improve engagement and conversion for large enterprise, B2B companies. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.