Saika Co., Ltd. conducted a “Survey on the Usage of User Behavior Analysis Using Cookies, etc. 2020 Edition” and announced the results.
This survey has been conducted every year since 2018, and this survey found that the number of people who feel that user behavior analysis using cookies etc. is insufficient has more than doubled compared to 2018. It became clear.
Reference source:
Survey on the usage of user behavior analysis using cookies etc., 2020 edition, asked 290 people in charge of corporate advertising
What is “user behavior analysis using cookies etc.”?
The Internet advertising market has been continuously growing since around 2000. As Internet advertising media and strategies become more diverse, it is also important to measure the effectiveness of the advertisements placed by your company.
Therefore, along with the expansion of the Internet advertising market, technology for measuring the effectiveness of advertising has also developed. One of these is “user behavior analysis using cookies, etc.”
Cookies
refer to data that a website provider temporarily writes and stores on the device of a visiting user. This often records information such as the user’s identity, attributes, and date and time of site visit.
In Internet advertising, it is possible to identify a user by receiving cookies from multiple websites, and to record and track that user’s browsing history and behavior history. By using this technology, it is possible to determine whether or not the advertisements placed are effective.
However, in recent years, there has been an increase in the need to measure effectiveness using integrated analysis methods and stricter regulations regarding the protection of personal information, creating a situation that could be described as headwinds for user behavior analysis using cookies.
The number of people who “do this on a daily basis” has decreased, while the number of people who “feel lacking” has more than doubled compared to 2018.
The graph below shows the results of a survey of 290 companies in charge of advertising and promotion on the extent to which they conduct “user behavior analysis using cookies, etc.”
It can be seen that the combined number of respondents who “always implement” and “often implement” decreased by more than 10% between 2019 and 2020.
Next, a survey was conducted on the level of satisfaction with “User Behavior Analysis Using Cookies, etc.” among those in charge who answered “Implementation” in the previous survey.
The combined percentage of those who answered “I can’t say I’m measuring things very well” or “I can’t measure them at all” rose from 11.4% in 2018 to 24.1% in 2020, more than doubling.
What I feel is lacking is that the range of effect measurement is limited.
What specifically do you feel is lacking? The graph below shows the results of a survey regarding deficiencies among those in charge who answered that they felt they were lacking in the previous survey.
An overwhelming majority of respondents, more than half, said, “The range in which effects can be measured is limited.” The percentage of this answer was 35.0% in 2018, which ranked 3rd, but in 2019 it rose to 1st with 48.4%, and in 2020 it also ranked 1st with 53.9%.
This result is thought to be due to the growing need for effect measurement through integrated analysis and the tightening of regulations regarding personal information protection.