
Tom Wilkinson

Tom Wilkinson
Senior Marketing Consultant
Tom Wilkinson is a technical Growth Marketing specialist with a focus on paid acquisition, growth and Product-Led Growth strategy, and marketing analytics and attribution. His 25-year career has spanned startups, scaleups, enterprise, and NGOs in key global markets, including the UK, Spain, Australia, and Southeast Asia.
He has been a pivotal figure in the evolution of SEO, SEM, Marketing Analytics, and paid social domains, even trying his hand at entrepreneurship with an e-learning startup and an NGO. For the last decade his focus has predominantly been on SaaS businesses, bridging Marketing, Product, and Data to catalyze growth.
Articles
Guide
Jun 30, 2025
Cross-device tracking explained: What marketers need to know
Understand how cross-device tracking works, why it’s essential for marketers, and how to do it in a privacy-compliant, user-consented way.
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Guide
Jun 26, 2025
Build customer trust while optimizing performance using data-driven marketing
Data-driven marketing uses data to create marketing strategies that deliver optimal ROI. Here’s how to stay data-driven while prioritizing privacy.
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Guide
Jun 26, 2025
Marketing KPIs: The complete guide for privacy-conscious marketers
Marketing KPIs help you measure the performance of your implemented strategies. Here’s how to measure them and what to analyze in a privacy-focused world.
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Guide
Jun 25, 2025
Data validation techniques: How to keep your data accurate, useful, and privacy-compliant
We walk you through multiple indispensable data validation techniques for attaining accuracy, reliability, and integrity in your datasets.
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Guide
Jun 24, 2025
What you need to know about customer journey analytics
How well do you know your customers? Personas help define who they are, but customer journey analytics reveal paths they take to find the information they need.
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Guide
Jun 24, 2025
What is ad tracking and 5 ways to set it up
Explore all things related to advertisement tracking, including what ad tracking is, how it works, and what types of ad tracking can you implement today.
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Article

May 16, 2025
Server-Side Tagging and server-side tracking: What they are and how they impact consent and data
Server-side tagging and tracking are methods in which tracking tags, like those for analytics and ads, are processed on a server rather than in the user’s browser. Here’s what you need to know.
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Article

May 13, 2025
Server-side tracking tools: A comparison
Learn how server-side tracking tools can help you improve data accuracy, boost marketing performance, and achieve compliance with major data privacy laws. Explore the features and benefits of some of the top tools on the market.
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Article

Feb 24, 2025
Is Google Analytics 4 GDPR-compliant?
We explain the recent European legal rulings about Google Analytics and GDPR compliance, what Google is doing about it, and how companies can protect data.
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Article

Feb 20, 2025
Cloud compliance 101: What you need to know
What is cloud compliance? Here’s what you need to know, including best practices to follow to achieve cloud security compliance with international standards.
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Article

Feb 19, 2025
Cross-context behavioral advertising: What you need to know
Cross-context behavioral advertising (CCBA) has transformed marketing, but it has also created complex privacy compliance challenges. This guide explains what CCBA is, its impact on data collection practices, and your legal obligations under laws like the CPRA and GDPR.
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Article

Feb 19, 2025
Data mapping: explanation and step-by-step process
Data mapping helps you achieve compliance and improve decision-making after migrating, integrating, transforming, or consolidating data. This guide walks you through the data mapping process to help you effectively chart your data and avoid costly mistakes.
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Guide
Feb 3, 2025
The evolution of contextual consent in marketing and advertising
Explore the evolution of consent in advertising, from cookies to contextual consent. Learn how to adapt to privacy laws, build trust, and optimize campaigns.
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Guide
Jan 9, 2025
Introduction to contextual consent
Learn about contextual consent, its importance for marketers and advertisers, how it supports privacy compliance, and tips to enhance user trust and engagement.
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Article

Jul 30, 2024
Essential guide to data minimization for GDPR compliance
By adopting data minimization practices, companies can reduce the risks associated with data breaches and misuse, comply with regulatory requirements, and build trust with customers by demonstrating respect for their data and privacy. Here’s what you need to know.
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Article

May 30, 2024
Tracking cookies: what you need to know to stay compliant
We explore internet tracking cookies, explaining their types, functionality, and implications for privacy law compliance, especially under the GDPR and CCPA.
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Article
May 17, 2024
Google Privacy Sandbox explained: Respecting user privacy online
Google's Privacy Sandbox is redefining online privacy, shaping a future where user data is protected. Explore how this initiative is revolutionizing digital advertising and safeguarding your online experience.
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Article
Mar 15, 2024
Mastering conversion modeling: Tracking user data in a cookie-free era
Without third-party cookies, leveraging conversion modeling has become essential for marketers and advertisers to track user data accurately and optimize marketing strategies.
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Article

Mar 13, 2024
Everything you need to know about data anonymization
Data anonymization can be required by privacy regulations. It provides a way for companies can meet data privacy and protection standards. We explain what data anonymization is, how it’s done, why companies would want to do it, and what advantages and disadvantages are of using this type of data.
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Article
Feb 23, 2024
Implementing consent for Google ads personalization: A comprehensive guide to the Google Ads compliance alert
Google Ads’ notification to "implement consent for ads personalization" isn't just a policy change. It's a significant call to action, reflecting a global pivot to user-centric data privacy practices. Learn what it’s all about and what you need to do to stay compliant with Google’s requirements.
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Article

Jan 12, 2024
Zero-party, first-party, second-party, and third-party data: Key differences and how to leverage them
Data is critical for business, but which data? Regulation, consumer awareness and technology are bringing evolution to data privacy and strategy and signaling a shift away from third-party data use.
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Article
Feb 6, 2023
How to respect consent in your Tealium EventStream with the Usercentrics CMP
Server-side tagging enables better data quality and control. Learn more about implementing it with Tealium’s EventStream and Usercentrics.
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Article

May 22, 2019
Do I need a user's consent for retargeting?
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