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A cookie free analytics system

By Dave Chaffey 20 Dec, 2011
Digital marketing laws

An interview with Oliver Birleson of Maxsi Limited

Following on from our posts and discussions on how to best implement the cookie law by May 2012, we're going to take a look at some of the technology and consulting solutions available to help marketers comply.

Our first post is an interview with Oliver Birleson of MaxSi Limited who are offering a cookie free analytics system based on their established eVisitAnalyst product.

Question: Why have you developed your solution?

We have developed eVisit Analyst 8 due to the demand for an analytics system which retains optimal functionalisation regardless of whether or not visitors have disabled cookies. Moreover, as the Information Commissioner's Office have deemed analytics as 'non-essential' cookies, there is the need for an analytics system that is not reliant upon visitors giving their positive consent to store cookies. Users of eVisit can therefore have an analytics system which does not fluctuate dependant upon the visitors' actions on cookies.

Question: How does it avoid the need for cookies? How does the accuracy compare?

eVisit Analyst 8 avoids the need for cookies by tracking users using User Agent and IP Address in a JavaScript tag. This means that unique visitors can be tracked accurately, without storing anything on the users' browsers. This means that our solution conforms to the requirements of the ICO guidelines. Our system's accuracy is also verified by the ABCe.

Question: Do reports follow a similar model to other systems

Our reports follow a model familiar to users of other analytics systems. Please visit the eVisit Analyst 8 features page for specific information and screenshots.

As you will be able to see from the features page, our system retains the same features as you would get from a cookie based system. Except for a cookie acceptance report, of course.

Question: Do you think there is a need for this type of solution if the EU permits opt-out through browsers as suggested by the new W3C recommendations.

We think there is a definite need for this solution should the EU permit an opt-out solution by browsers. It is anticipated that a reasonably high number of visitors would indeed choose to opt out through their browser. This would cause problems for a cookie based analytics system as their movements could simply not be tracked. However, our solution means that regardless of whether browser opt-out is the favoured solution, users can retain accurate analytics. Clearly, accurate analytics are essential for successful marketing campaigns.

Question: Have you developed this from scratch or is it an evolution of another product?

Maxsi are an analytics company who have been dealing in cookie based analytics systems for over ten years. Our clients have tended to be large organisations who require intense analytics such as banks, universities, building societies and large commercial organisations. Due to the cookie regulations we have adapted our technology to offer organisations of all sizes with a legal and accurate analytics system through eVisit Analyst 8.

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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