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ANALYTICS MONTH: Privacy-first analytics and adapting to a cookie-less world

With the gradual phase-out of third-party cookies and the tightening grip of data privacy regulations, marketers must pivot towards privacy-first analytics strategies…

At the heart of this transformation is the need for brands to maintain audience insights and campaign performance tracking while upholding user consent and data protection obligations. Traditional analytics methods, which heavily relied on third-party cookies for behavioural tracking, are no longer viable. Instead, marketers are embracing a new ecosystem built on trust, transparency, and first-party data.

One of the most prominent changes is the rise of server-side tracking. Unlike client-side cookies, server-side solutions allow brands to control and store data securely on their own servers. This approach not only ensures greater compliance with privacy laws but also improves data accuracy by mitigating the effects of ad blockers and browser restrictions.

In tandem, the use of customer data platforms (CDPs) and consent management platforms (CMPs) has grown exponentially. These tools enable marketers to collect, unify, and activate first-party data across digital touchpoints, while respecting user preferences and opt-ins. CDPs provide the backbone for personalisation and segmentation in a privacy-compliant manner, while CMPs ensure that user consent is clearly recorded and auditable.

Marketers are also rethinking their KPIs and attribution models. Instead of over-relying on clickstream data, many are incorporating aggregate-level insights, probabilistic modelling, and zero-party data, information that users intentionally share, such as preferences and survey responses. This shift requires a cultural change: moving from volume-based metrics to more nuanced, relationship-focused indicators.

Additionally, privacy-first web analytics tools, such as Plausible, Matomo, and Fathom, are gaining traction. These platforms offer GDPR-compliant tracking without storing personally identifiable information or using invasive cookie technologies, making them ideal for brands seeking full transparency with their users.

The transition isn’t without challenges. Data gaps, limited user identifiers, and increased complexity in campaign reporting are common pain points. However, early adopters are finding that privacy-first approaches foster stronger brand trust and improve long-term customer loyalty, an increasingly valuable asset in a crowded digital marketplace.

As we move further into 2025/26, digital marketing leaders will need to balance analytics sophistication with ethical data practices.

Are you searching for Analytics solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Jakub Żerdzicki on Unsplash

CRO, Personalisation and SEO are the most in-demand e-commerce solutions in 2025

Our exclusive research has revealed the solutions the UK’s leading e-commerce professionals are sourcing for their 2025 projects.

The findings have been revealed ahead of the upcoming eCommerce Forum, which takes place on July 10 in London and are based on delegate requirements at the event.

Delegates registering to attend were asked which areas they needed to invest in during 2025 and beyond.

Conversion Rate Optimisation (CRO), Personalisation and SEO are all being sought by 52% of delegates, with Affiliate Marketing and CRM just behind on 48%.

The Top 3 marks an evolution from the last event, when Personalisation, Email Marketing and PPC led the list.

Most in-demand e-commerce products & solutions 2025(Top 10):

CRO

Personalisation

SEO

Affiliate Marketing

CRM

Customer Retention  & Loyalty

Content Management

AI Analytics

AI Applications

Email Marketing

Sarah Beall, Managing Director at Forum Events, said: “Our latest delegate research offers a powerful snapshot of where the UK’s e-commerce leaders are focusing their budgets and strategies for 2025. It’s clear that performance-driven priorities like CRO, personalisation and SEO remain firmly at the top of the agenda, but we’re also seeing growing interest in AI-powered analytics and customer loyalty solutions. The eCommerce Forum is designed to connect these senior decision-makers with the suppliers and innovations that can help deliver on their ambitions.”

To find out more about the eCommerce Forum, visit http://ecommerce-forum.co.uk.