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How Affino's Full Service Fidelity Delivers More Zero and First Party Data Capture and Superior Analytics

Insights30 March 2022by

Stefan Karlsson

Affino AnalysisCCPAData ProtextionExplicit ConsentFirst Party DataFull Service FidelityGDPRGoogle AnalyticsinsightZero Party Data+-

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Affino's Full Service Fidelity approach delivers Total Data Capture Natively

How Native Zero and First Party Data is the only future-proof approach

Get Better Analytics through more comprehensive data capture abilities courtesy of Affino's Full Service Fidelity

Full Service Fidelity is the essence of the Affino Unified Business Platform joined-up approach and methodology. Where everything is served up seamlessly and natively through the one holistic system. This means that all content delivery, tracking and automations are handled natively within the core of the Affino service, with no need for third party plugins.

Improved privacy protections has been afforded by GDPR and CCPA legislation, and in particular following the lead that browser platform providers including Apple and Firefox have taken. This means that all third party tracking cookies now legally need to be authorised by the user in the UK and EU - before they can start capturing and relaying privately identifiable data.

We have also seen that the majority of users really don’t wish to give consent for the potential abuse of their private data - which means that Google’s impact in Analytics has been dwindling for a good couple of years now. Google can no longer give you the full picture of what is happening on your site - in fact that’s become a case of ever-diminishing returns.

Sites are legally not allowed to begin tracking you via 3rd party cookies - until you have given your explicit consent to authorise those cookies. However many sites are in breech of legal protocols and start tracking you illicitly as soon as you hit those sites.

In the following illustration you can see how when hitting the TTG Affino site - you have no trackers evident, while the Daily Mail is already tracking you with Google Analytics - ahead of seeking your explicit authorisation!

A number of these media site have as many as 10 different 3rd party cookie enabled apps trying to track you simultaneously. And while not all of those are necessarily unscrupulous - many can be used by unscrupulous partners and affiliates which harvest your private details and share them on to the highest bidder! It’s become increasingly commonplace that even in commercial transactions - some of that private data is then sold onto other targeting entities.

You can see the two contrasting experiences above, The Daily Mail has a large overlay highlighting its policies and the need to accept them to use the site. Meanwhile it appears already to be attempting to track you using Google Analytics without approval.

By contrast Affino's Native Full Service Fidelity delivery - means that everything that happens on the site is fully tracked by an entirely holistic and integral engine - which cannot be blocked or de-authorised. This means that TTG gets far more insight and is able to track the entirety of the audience because Affino counts the pages served to humans and does not need to use cookies, also if a user has not given consent then Affino tracks this data anonymously against a generic 'guest' user account.

The results of this are increasingly dramatic in terms of the volume and depth of data captured and the far higher levels of accuracy versus all third party cookie based tracking plugins.

Not only do some sites start tracking you without explicit consent, others don't allow you to browse without checking the cookie settings - like The Sun, which also seems to add trackers even when you reject them all.

This experience also is highly disruptive towards new users, users coming in through reading emails, news aggregators and other means where you click directly into the content and are then face with the potential need to click multiple times just to be able to read a story. It is hugely off-putting to say the least.

As a record for how acute the data discrepancies have become, we refer you to a couple of graphs from 2021 - which show Affino's Data Capture compared to Google Analytic's on one of their brands. And while the charts have slightly different axes - you can clearly see that Google is woefully underreporting over that period by around 90%.

The simple truth here is that without your being fully in control of your Zero and First Party Data - you are now in the dark on a great deal of the activity happening on your sites. This translates to a lower rate card, fewer business opportunities, and diminished revenues. It also potentially greatly skewes all your decision making as you no longer have accurate information on what content and interactions are engaging with your audience segments.

There are few systems which are as comprehensive or as smart as Affino is. Where everything it serves and tracks (in a fully GDPR compliant manner) is part of the same seamless experience. No 3rd party tracker can ever be as detailed or precise as something which is fully native and built into the very core of everything that the platform does. This is the essence of Affino's Full Service Fidelity, and extends beyond data capture to every aspect of Affino's services!

Posted by Stefan Karlsson