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Most Consumers Want Their Health Data Shared Only With Permission Or Not At All - MediaPost

Most Consumers Want Their Health Data Shared Only With Permission Or Not At All - MediaPost | The Marteq Alert | Scoop.it
The findings indicate that before people will be confident in sharing their health data, they need education and information about how their data will be used. Consumers want control over their health data, including a permission-based system to share data, and the ability to opt out at any time. Six in 10 (61%) state that they do not benefit from companies collecting their data.

Further, 70% of participants said they believed that health data should either not be shared or shared only with their permission. Unaided, 34% of respondents were aware of insurance companies collecting their health data, but only 17% identified search engine companies and 5% correctly stated health websites and applications.
CYDigital/marteq.io's insight:

Consumers are willing to share ANY type of data, so long as they can give permission and rewarded for it. It's a golden opportunity for all marketers.

 

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The death of cookies and the threat to digital marketing - MarTech Today

The death of cookies and the threat to digital marketing - MarTech Today | The Marteq Alert | Scoop.it
Whether or not the blocking of third-party cookies is good for consumers, it clearly presents a major challenge to brands, agencies, tech vendors, advertisers and publishers. That’s why they’ve come together as an industry to make use of the window of opportunity provided by Google.

“We decided to band together,” said Bill Tucker, Group EVP leading the Data, Technology, and Measurement Practices at the ANA , and executive director of the Partnership for Responsible Addressable Media. “The trades, representing the biggest marketers in the world—ANA and WFA. Publishers. Agencies and agency holding companies. The technology universe. We’re in dialog with the browsers.”

The Partnership for Responsible Addressable Media will have four working groups: legal and policy, business use cases, communication and education, and the IAB’s Project Rearc tech lab working on technical standards.
CYDigital/marteq.io's insight:

The more they try to hold on to the past, the harder it will be to transition to the upgrade. Forget it.

 

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California AG Announces CCPA Regulations are Final – And Effective Immediately - JDSupra

California AG Announces CCPA Regulations are Final – And Effective Immediately - JDSupra | The Marteq Alert | Scoop.it
California Attorney General Becerra announced Friday afternoon that the Office of Administrative Law (OAL) had approved the final CCPA regulations his office submitted to the OAL in June, and that the review process is complete.   This means that the CCPA Regulations go into effect immediately. 

CYDigital/marteq.io's insight:

We've been warned.

 

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6 Ways to Improve Personalization for Better Customer Experience - CMSwire

6 Ways to Improve Personalization for Better Customer Experience - CMSwire | The Marteq Alert | Scoop.it
To gain a deeper understanding of each customer, high-quality data is vital. Nash said that “It’s important to lay the foundation and follow the proper steps. First, gather all data sources, including first-, second- and third-party, unstructured, semi-structured and structured, batch and streaming, as well as anonymous and known data. Detailed transactional and behavioral data is also key. Ultimately, you’ll want to know all that is knowable about each customer, while collecting that data in a respectful and ethical way.”

Given the wide disparity of data that Nash spoke of, being able to effectively use that data with relevancy involves a single customer view that entails all of the data that has been gathered. Nash explained that “Once that data has been properly collected, it needs to be accessed and easily understood. A superior, personalized and highly relevant customer experience is only made possible with data that provides the right setting — specifically, a cleansed, up-to-date single customer view that tells you everything you need to know about a customer, or a ‘Golden Record.’”
CYDigital/marteq.io's insight:

The highest quality data available? Zero party data that incorporates ALL consumer activity across all digital channels. BTW: that's what we do.

 

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Best MarTech Trends of 2020 - Business.com

Best MarTech Trends of 2020 - Business.com | The Marteq Alert | Scoop.it

1) The convergence of MarTech and ad tech
According to a study by Sizmek, 28% of marketers think that it's critical to reduce the number of vendors they use. Another 36% find it urgent to use fewer tools for their marketing activities. 


2) Contextual intelligence in marketing
Contextual intelligence is poised to replace advertising based on user data. Instead of tracking users, a business can display ads based on the content of a page. This can kind of sophisticated technology is based on artificial intelligence and natural language processing, which can scan and understand the context of a webpage.

3) Zero-party data
Today, we're looking at zero-party data collection. This is a lot like first-party data except the user is more involved. They clearly, explicitly and deliberately give you information about themselves with the expectation that they will get a benefit in return.

These benefits come in the form of personalized content and a better user experience. Zero-party data is different because it's self-reported (by users), fluid (it can change over time), and there's a conscious intent to get a benefit out of the information shared. 

CYDigital/marteq.io's insight:

ZPD is clearly superior, and its use cases add a significant amount of value to the marketer.

 

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Movable Ink raises $30M as it expands its personalization technology beyond email marketing - TechCrunch

Movable Ink raises $30M as it expands its personalization technology beyond email marketing - TechCrunch | The Marteq Alert | Scoop.it
Movable Ink, a company that helps businesses deliver more personalized and relevant email marketing, is announcing that it has raised $30 million in Series C funding.

CEO Vivek Sharma said the money will be spent on three broad categories: “Platforms, partners and people.”

On the platform side, that means continuing to develop Movable Ink’s technology and expanding into new channels. He estimated that around 95% of Movable Ink’s revenue comes from email marketing, but he sees a big opportunity to grow the web and mobile side of the business.
CYDigital/marteq.io's insight:

Personalization software may be the fastest growing category in marketing technology.

 

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Why Customer Data Platform are Big Data and MarTech Gateways? - Analytics Insight

Why Customer Data Platform are Big Data and MarTech Gateways? - Analytics Insight | The Marteq Alert | Scoop.it
The data CDP in is analogous to a customer database, it encapsulates data merging, data aggregation utilizing standard connectors within the CDP. The solution brings the basic functions for diagnostics, backup and data monitoring for quality so that the best data pipelines are ensured within the CDP already during data integration.
An analytics CDP enriches the CDP’s internal customer database with customer segmentation information and customer profiles. Subsequently, an analytics CDP deploys this data to churn into information, partly with the help of artificial intelligence. This is done to perform selections and determine target groups for subsequent utilization.
Engagement CDP is the umbrella term for customer database, analysis/selection and campaign initiatives. Through standard connectors and identity matching, it creates the customer perspective necessary for targeted campaigns, produces segments to address customer positioning. These target groups then receive personalised offers in multi-channel campaigns. A campaign CDP focuses on adding value to the customer lifecycles.
CYDigital/marteq.io's insight:

Data has always been the weak aspect to MAPs. 

 

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Bill Text - AB-2150 Corporate securities: limited exemption: study 

Existing law, the Corporate Securities Law of 1968, provides for the regulation of the issuance of corporate securities, requires the qualification of an offer or sale of securities, and provides for exemptions from qualification with the Commissioner of Business Oversight. Existing law defines a “security” to mean a note, stock, and, among other things, an investment contract. For the purposes of authorizing specified items that may be included in articles of incorporation, with regard to the keeping of certain records by a corporation that does not have outstanding securities listed on specified stock exchanges, existing law defines “blockchain technology” to mean a mathematically secured, chronological, and decentralized consensus ledger or database.


"This bill would require the Department of Business Oversight to conduct a study to determine the feasibility of enacting in California a measure equivalent to the Proposed Securities Act Rule 195–Time-Limited Exemption for Tokens, as specified, and to report its findings to the Legislature. The bill would require the study to evaluate certain subjects, including the potential benefits and costs of the exemption to the state. The bill would require the department to present the report to the Legislature on or before January 1, 2022, would prescribe certain subjects that report is to include, and would specify the method of its delivery."

CYDigital/marteq.io's insight:

CA's AB-2150, originally a bill to legislate the treatment of digital assets and when they would not be considered a security, is now scaled back to a study of the same. It's another step towards embracing digital currencies.

 

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Customer loyalty: The new generation | McKinsey

Customer loyalty: The new generation | McKinsey | The Marteq Alert | Scoop.it
Thomas O’Toole: Travel, retail, and financial services have been at the forefront of loyalty programs since their inception, but we now see them expanding into other categories, such as healthcare. Why is this happening, and what other categories do you see adopting loyalty programs?

Jess Huang: We’re hearing more and more healthcare clients asking us about loyalty, as well as insurance clients. Some B2B clients are asking about it, too, which is a little bit unusual, because there are fewer programs to point to. I think this goes back to the trend of increasing access to the consumer and consumerization. So now everyone is thinking, “I’m expected to take advantage of all of these consumer touchpoints that I can access, but how should I be doing it?”

The bar for the customer experience and how you develop a relationship with the consumer has been raised by digital and other trends. So companies in industries that traditionally didn’t build one-to-one relationships with the consumer now feel like they need to. Healthcare providers are thinking, “How do I actually continue to engage with my consumer in between visits and make sure that they come back to me?” That’s something they’re not used to wrestling with. It’s the same with B2B companies. There’s more consumerization in terms of access, so it’s no longer just about the salesperson’s relationship with the person on the other side. There’s a lot more access and more ways to get in touch with them. So I think loyalty naturally pops up as a topic they start thinking about.
CYDigital/marteq.io's insight:

An excellent post on today's loyalty requirements. 

 

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Martech Innovation: Gartner’s Hype Cycle for Digital Marketing 2020 Report

Martech Innovation: Gartner’s Hype Cycle for Digital Marketing 2020 Report | The Marteq Alert | Scoop.it
Customer data ethics, real-time marketing, artificial intelligence, personalization engines and location intelligence are the top technologies that are able to transform how marketers respond to a fluctuating environment, according to the just-released 2020 Gartner Hype Cycle for Digital Marketing. The report suggests that while optimizing the capabilities of your martech stack is imperative, during turbulent times the strategic investment in platform capabilities must factor into the equation.

CYDigital/marteq.io's insight:

FYI. The Hype Cycle for Digital Advertising matches up cleanly. 

 

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As the cookie crumbles, what comes next for digital advertisers? - CMO Australia

As the cookie crumbles, what comes next for digital advertisers? - CMO Australia | The Marteq Alert | Scoop.it
In Gartner’s view, the demise of cookies, which have persisted for more than a decade and paid for a predominantly free Internet, will require substantial preparation. But with marketing teams facing increasing restrictions around data collection, enrichment and analytics, the end of cookies will both curtail the ability to optimise or even determine the value of its media investments.

Gartner recommended marketers identify existing dependencies on invasive adtech and develop a new digital marketing strategy which preserves user privacy through a structured transition to alternative adtech. The goal is to have capabilities which are privacy-risk-aware and less reliant on detailed identifiable data and more on persona-based insight.
CYDigital/marteq.io's insight:

Our (biased) take: the most effective digital marketing strategy that preserves user privacy is one that gives ownership of data to the consumer, and access to that data via permission and the offering of rewards.

 

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Virginia Legislative Commission Set to Begin Look at Data Protection, Privacy - Lexology

Virginia Legislative Commission Set to Begin Look at Data Protection, Privacy - Lexology | The Marteq Alert | Scoop.it
The Data Protection and Privacy Advisory Committee is chaired by Delegate Hala Ayala (D) who is in her second term as a member of the House of Delegates and in her professional life is a cybersecurity specialist. She is a new member on JCOTS and is a recently announced candidate for the Democratic nomination for Lt. Governor in the 2021 election. The committee is expected to discuss the following bills from the 2020 legislative session:

HB473(Delegate Sickles): Personal data; Virginia Privacy Act. Gives consumers the right to access their data and determine if it has been sold to a data broker. The measure requires a controller (defined in the bill as a person that, alone or jointly with others, determines the purposes and means of the processing of personal data) to facilitate requests to exercise consumer rights regarding access, correction, deletion, restriction of processing, data portability, objection, and profiling. The measure applies to any legal entity that conducts business in the Commonwealth or produces products or services that are intentionally targeted to residents of the Commonwealth and that (a) controls or processes personal data of not fewer than 100,000 consumers or (b) derives over 50 percent of gross revenue from the sale of personal data and processes or controls personal data of not fewer than 25,000 customers.
CYDigital/marteq.io's insight:

We've been engaged with Commonwealth Delegates, and we believe that this is the first step towards a CCPA for Virginia, ultimately leading to a data dividends-like program.

 

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Breaking Down Trump's WeChat and TikTok Ban: What to Expect - CPO Magazine

Breaking Down Trump's WeChat and TikTok Ban: What to Expect - CPO Magazine | The Marteq Alert | Scoop.it
While the US government could potentially use one of several legal orders to require Google and Apple to implement the TikTok ban via their app stores (as was done in India), it is unlikely that it can be kept out of the hands of people determined to use it.

The move would rely on Apple and Google complying with the order and not waging a legal battle against it; precedent indicates that both companies might very well choose to fight it. Even if they do not, it seems very unlikely that they would engage in aggressive action to remove the app from devices that have already installed it (an estimated 80 million active users in the US) or block access on a device-by-device basis. New users could still access it in a variety of ways: sideloading, using VPNs located outside of the U.S. or using an Android emulator on a PC are just a few possibilities. Policing use of the app beyond having it removed from app stores appears to be an impossible task. The only result that seems certain is that TikTok’s U.S. headquarters would have to shut down, putting an estimated 1,000 people out of work.
CYDigital/marteq.io's insight:

FYI.

 

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Brand Loyalty 2020: The Need for Hyper-Individualization - Formation.ai

Brand Loyalty 2020: The Need for Hyper-Individualization - Formation.ai | The Marteq Alert | Scoop.it
In our survey of 2,000 U.S. consumers, we found that over half (58%) are more loyal to brands than they were five years ago. This consumer loyalty translates directly to higher brand engagement — and more dollars spent. But with so many brands in the marketplace and the uncertainty of the pandemic, reaching consumers is more difficult than ever. Our results indicate true 1:1 personalization is critical to earning consumer loyalty. Read our report and learn:

• Our 4 key findings and tips for marketers and customer loyalty experts: 81% of consumers are willing to share basic personal information in exchange for a more personalized experience.

• Why basic customization and segmentation tactics are no longer enough — 75% of consumers said the marketing emails they open frequently contain segmentation, indicating these are now table stakes.

• How Millennials and Generation Z compare with different age groups (and income levels) when it comes to personalization and customer loyalty.
CYDigital/marteq.io's insight:

The report is available behind a reg form. Formation.ai uses AI/ML to formulate approaches to personalization. FWIW: marteq.io uses real-time consumer behavior for its personalization, based on extended zero party data.

 

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The MarTech Conference: A Virtual Event For Strategies & Solutions

The MarTech Conference: A Virtual Event For Strategies & Solutions | The Marteq Alert | Scoop.it
Just because you can’t attend in-person conferences this year doesn’t mean you can’t continue improving your marketing efficiency, scale, and effectiveness: Join us online, this October 6-8, for FREE!

This exclusive virtual experience will help you stay up-to-speed on the latest developments in modern marketing and identify, evaluate, and implement time-saving, profit-generating marketing technologies -- all from the comfort and safety of your own computer.
CYDigital/marteq.io's insight:

A must for marketers: free and virtual.

 

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MicroStrategy Buys 0.1 Percent Of All Bitcoin – Bitcoin Magazine

MicroStrategy Buys 0.1 Percent Of All Bitcoin – Bitcoin Magazine | The Marteq Alert | Scoop.it
In the midst of massive quantitative easing, a global pandemic and uncertainty for the future of the U.S. dollar, a whopping 21,454 BTC was just swiped off the market by intelligence and mobile software company MicroStrategy. 

Bitcoin Twitter picked up on the news yesterday when Matt Walsh and Nic Carter shared the story, but it became public knowledge in a MicroStrategy filing with the U.S. Securities and Exchange Commission. A MicroStrategy press release indicates that the firm had been planning the move as part of a capital allocation strategy that it had announced in its Q2 2020 financial results release on July 28. 
CYDigital/marteq.io's insight:

It's happening right beneath our feet. Marketers need to pay a bit of attention to crypto and its role in marketing strategy.

 

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Marketing to the CFO - LinkedIn

Marketing to the CFO - LinkedIn | The Marteq Alert | Scoop.it
The finance team is arguably marketing’s most important stakeholder within the business. Smart marketers see the need for close alignment between marketing and finance, and they know that masterful communication isn’t just an external requirement.

In this report led by the IPA’s Fran Cassidy, we explore the approach of high-achieving CMOs and CFOs. Learn how to change the relationship with insights on the finance mindset based on shared language and trusted relationships within the business.
CYDigital/marteq.io's insight:

Tons of great info in this white paper.

 

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PrivacyOps: Reimagining Privacy Compliance - CPO Magazine

PrivacyOps: Reimagining Privacy Compliance - CPO Magazine | The Marteq Alert | Scoop.it
PrivacyOps is the combination of philosophies, practices, cross-functional collaboration, automation, and orchestration that increases an organization’s ability to comply with a myriad of global privacy regulations reliably and with greater speed.

PrivacyOps is anchored in real-time people data intelligence. Automating the discovery of personal data and mapping that data to its rightful owners provides real-time views of regulatory risks and empowers organizations to respond swiftly to compliance mandates such as Data Subject Requests.

A PrivacyOps framework also embraces a centralized, secure collaborative workspace for coordinating and automating tasks among key stakeholders across multiple organizational silos. This approach avoids Personal Information (PI) sprawl that happens with email or other messaging channels, and enables a comprehensive record of all privacy compliance-related activity.
CYDigital/marteq.io's insight:

Marketers need to stay atop data privacy trends, issues and solutions, as it directly impacts strategies and tactics. Here's a perfect example.

 

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Is ABM the new B2B marketing cloud? Martech faces off between platform and best-of-breed - Diginomica

Is ABM the new B2B marketing cloud? Martech faces off between platform and best-of-breed - Diginomica | The Marteq Alert | Scoop.it
Tim Kopp, CEO of ABM platform Terminus, said he's more convinced than ever that ABM is the new marketing platform of the future and that we need to stop thinking of this idea of a martech stack. "Integration is the new innovation," he said. All-in-one will trump best of breed.

From a web experience perspective, look at Acquia. It has pulled together all the pieces required to build the next generation web experience solution - the digital experience platform, at a time when everyone else is focusing on pieces of the puzzle. Todd Berkowitz, Practice Vice President, Gartner, states, "ABM programs have been shown to result in significant improvements in pipeline growth. If economic uncertainty continues, these programs should remain a core element of marketing strategy."

Kopp takes it further. He believes that we won't use the term ABM in a few years. Instead, ABM will become the new B2B marketing cloud with data as the hub. One thing B2B marketers are doing that is key to their success is creating a new data architecture that brings together all account-level data in one place. When brought together, the data from systems of engagement like email, advertising, chat, and all interactions can create a more informative data model.
CYDigital/marteq.io's insight:

Are we coming full circle on the all-in-one platform? With thousands and thousands of companies on the chiefmartec.com landscape, is enough enough?

 

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Why Is the California DMV Selling Drivers' Data for $50 Million—And to Whom? - The Drive

Why Is the California DMV Selling Drivers' Data for $50 Million—And to Whom? - The Drive | The Marteq Alert | Scoop.it
New information from Vice's Motherboard reveals that 12 California lawmakers have finally begun taking steps in understanding how the California DMV sells driver's data, as well as staging the building blocks to extend consumer protections to prevent what may be an egregious misuse of personal information.

The lawmakers are now requesting that the DMV reveal what kind of companies it has sold or provided data to, specifically inquiring if it has ever knowingly provided information to debt collectors, private investigators, data brokers, or law enforcement agencies. The California DMV had previously revealed to Vice that the companies requesting data "may include insurance companies, vehicle manufacturers, and prospective employers."

Further information requests involve the use of social security numbers, photos, licensee data of undocumented immigrants, and how the department handles requests for opt-outs.

It's estimated that the California DMV earns roughly $50 million each year from selling the personal information of Californians, but it isn't alone in doing so. Other states like Rhode Island have also partaken in this revenue generator, raking in hundreds of thousands of dollars using the same practices. Both states are a drop in the bucket compared to Florida, which brought in $77 million in 2017.
CYDigital/marteq.io's insight:

You wouldn't be wrong to apply the word hypocrisy.

 

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Bitcoin and Ethereum, Key Virtual Assets in IMF Report, Companies Agree - Crypto-Economy

Bitcoin and Ethereum, Key Virtual Assets in IMF Report, Companies Agree - Crypto-Economy | The Marteq Alert | Scoop.it
Bitcoin and Ethereum have been identified by the International Monetary Fund (IMF) as one of the most used digital assets in the world. IMF revealed this in its latest report on that focused on the technical analysis of financial management of member countries. IMF also revealed that crypto assets had been receiving growing adoption across its member nations in the first half of the year.

IMF, however, highlighted that there were some concerns regarding the regulation of Bitcoin especially the spot markets which raises questions on the risks for investors since the assets were commodities and not securities.

Another major issue raised by IMF was the absence of regulatory control regarding the buying and selling of Bitcoin within and outside the US. The report noted that problem had led to several states in the US creating regulatory certificates with BitLicense an example by the New York State Government.
CYDigital/marteq.io's insight:

Just an FYI as to the scope of the major cryptocurrencies. Note that US regulation is coming into existence around these major cryptocurrencies, and the natural extension will be to cover other cryptocurrencies should the SEC be in alignment.

 

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Marketing technology provider Aqilliz and telecoms giant MyRepublic create blockchain-based loyalty programme - Crypto-Reporter

Marketing technology provider Aqilliz and telecoms giant MyRepublic create blockchain-based loyalty programme - Crypto-Reporter | The Marteq Alert | Scoop.it
Aqilliz, a technology company that specialises in blockchain-powered solutions for digital marketing, completed a loyalty programme pilot in partnership with multinational internet service and telecommunications provider, MyRepublic. Entitled MyRewards, the blockchain-based loyalty programme application was developed as part of the IMDA Blockchain Challenge which looks to explore the applications of blockchain to drive greater operational efficiency and business model innovation in the telecommunications sector.

As part of this pilot, post-paid MyRepublic subscribers received an invitation to download the MyRewards mobile application, available on both the Google Play and iOS app store. From February to April 2020, MyRepublic customers could earn points based on their monthly bill which could be redeemed at any of the company’s 19 retail outlets islandwide through an in-app QR code system. In addition, MyRepublic users also had the option of earning points by connecting to over 20,000 Wireless@SG hotspots islandwide at locations including shopping centres, libraries, community centres, and other public venues. MyRewards points could then be spent on in-app purchases for retail vouchers and other branded offers, rewarding consumers for their participation.
CYDigital/marteq.io's insight:

Loyalty programs are a natural sandbox for blockchain and crypto, and this is a great use case.

 

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The WOM Token is Now Listed on Liquid Cryptocurrency Exchange - CoinSpeaker

WOM Protocol, a next-gen MarTech solution that enables brands to leverage word-of-mouth recommendations, has just announced that its native WOM Token is now listed on the Liquid cryptocurrency exchange. This listing represents the fourth top-tier exchange listing for the WOM Token and the first WOM/BTC pairing.

The WOM Protocol, together with the WOM Token, provide a way to reward creators without compromising consumer trust in the content and its creators. The WOM Protocol will become the main marketing channel for brands, targeting the $335 billion annual digital marketing spend, and the main revenue stream for content platforms.
CYDigital/marteq.io's insight:

Another example as to how cryptocurrency is used as a part of the martech stack: rewards for word of mouth marketing, authenticated. Authentication is possible through the use of blockchain.

 

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CCPA Compliance: Going Beyond Compliance Checkboxes - CPO Magazine

CCPA Compliance: Going Beyond Compliance Checkboxes - CPO Magazine | The Marteq Alert | Scoop.it
Checkbox compliance means treating data protection requirements from a legal perspective only, as a number of requirements you need to mark as “done.” Such an attitude leads to having merely paper policies that are created to demonstrate formal compliance to auditors, instead of changing processes to enhance data protection. These organizations may buy a compliance tool marketed using the keyword “CCPA,” but it turns out to be like a fire extinguisher — you installed it because you had to, but you have no idea how to actually use it.

However, regulators — and, more importantly, consumers — now expect that personal data will be treated with respect. This makes it necessary to embed privacy requirements into everyday processes. Regulators demand that compliance efforts be an integral part of an organization’s business routines and culture, not just a formal rule stated in a security policy buried in a drawer somewhere.
CYDigital/marteq.io's insight:

Go beyond CCPA by embracing extended zero-party data.

 

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Facebook unveils payments umbrella - BankingDive

Facebook unveils payments umbrella - BankingDive | The Marteq Alert | Scoop.it
Facebook on Monday revealed Facebook Financial, a new group to oversee its payment and commerce plans, Bloomberg reported. The social network put Libra co-creator David Marcus in charge of the project.
The restructuring marks Facebook's latest effort to gather its individual products and apps under a consistent umbrella. The company plans to run Facebook Pay inside all of its apps. Over the past two years, Facebook rebranded Instagram and WhatsApp so customers know the platforms are affiliated.
Marcus will continue to oversee Novi, the arm of the company that is building a digital wallet to hold the Libra cryptocurrency. He will also give input into WhatsApp's payments efforts in Brazil, where the service was suspended in June.
CYDigital/marteq.io's insight:

Watch for Libra to be the currency of choice for this initiative.

 

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