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Marketing Technology Implementation, Research from Ascend2

Marketing Technology Implementation, Research from Ascend2 | The Marteq Alert | Scoop.it

Another excellent report (as usual from Ascend2). Behind a reg wall.

 

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The 2021 Customer Engagement Report - Merkle

The 2021 Customer Engagement Report - Merkle | The Marteq Alert | Scoop.it

"In addition to unlocking first-party data through enterprise data platforms and CDPs, brands also feel the need to increase zero-party data acquisition. Zero-party data is that which a customer intentionally and proactively shares with the company. It can include transaction intentions, preference data, personal context, and what the customer thinks about the company. Zero-party data will become increasingly important as third-party data sources become less relied upon to complete private identity graphs.

 

Ideally, zero-party data can be some of the most valuable data acquired. Marketers don’t have to infer customer preferences or behavior through secondary behavior but are instead explicitly told, straight from the source. The best zero-party data is when the customers trust the brand and are willing to volunteer their data with the understanding that it will improve their experience.

 

Gathering zero-party data is a capability in itself, and new programs and capture methods have to be built and deployed. The data can be gathered through transactions, during conversations with the customer in person or online, or requested directly through forms or surveys. While volunteered information for its own sake might be preferred, marketers may also offer incentive programs in exchange for personal information, such as a coupon or discount. This could include offering a quote, useful information, a newsletter, or exclusive content in exchange. It could be in exchange for early or preferred access to special or limited products or services. The data request might be part of a loyalty program with rewards or points. It might be a contest or use gamification tactics. Marketers can get quite creative in how they approach these programs."

CYDigital/marteq.io's insight:

You definitely want to review this report. It's everything the marketer needs to know about the incredibly fast moving environment, and where its going.

 

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2021 Will Make or Break the CDP Category - CMSwire

2021 Will Make or Break the CDP Category - CMSwire | The Marteq Alert | Scoop.it
Prediction #1: CDPs Return to Their Roots as Data Management Solutions
We define true CDPs as those that focus on solving the data challenge. Meaning they are capable of ingesting, cleansing and unifying customer data in order to distribute it to other systems for those systems to act upon it. True CDPs are not equipped to solve challenges further down the marketing workflow such as message orchestration and last mile delivery of campaigns.

Prediction #2: Marketers Realize CDPs Are Only a Means to an End

Although brands expect CDPs to be central to their customer communications, interactions and experiences, they do so by looking to the CDP for data ingestion, unification and availability — not for driving those interactions and experiences.

Prediction #3: CDPs Find Their Ideal Partners Based on Brand Goals
All this is to say that brands need to find the combination of tools that will create the ideal martech ecosystem for them. One where they can reach their true goals and maximize their capabilities.

A more focused CDP category can lend itself for specific use cases of complex data ingestion, unification and stewardship. These refocused CDPs could coexist side-by-side, while providing organizations with a clearer picture on how to combine and leverage them as part of existing martech ecosystems.
CYDigital/marteq.io's insight:

CDP vertical integration was inevitable, bringing it into competition with marketing automation and CRM. That's not its core capability.

 

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Tech Stack Headaches: B2B Marketers Face Hurdles When Adding Technologies - MediaPost

And which technologies do they see as having the most impact on marketing strategy in the next year? They include:

Real-time marketing — 43%
Artificial intelligence (AI) — 41%
Customer Data Platforms (CDP) — 35% 
Analytics — 35% 
Data consolidated — 28% 
Programmatic — 26% 
Multi-touch attribution — 24%
Blockchain — 21% 
Voice search — 15%
CYDigital/marteq.io's insight:

Our Marteq solution offers real-time response so that you can communicate with your consumer based on their behavior, e.g., while they're looking at a competing item.

 

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UK looking into Google's changes to Chrome 'privacy sandbox' changes - Engadget

UK looking into Google's changes to Chrome 'privacy sandbox' changes - Engadget | The Marteq Alert | Scoop.it
Google is planning to eliminate third-party cookies in its Chrome browser by 2022, which sounds like a good thing for consumers worried about privacy. However, UK’s competition regulator has announced that its investigating the changes, out of concern that advertising dollars could “become even more concentrated on Google’s ecosystem at the expense of its competitors.”

To increase privacy while still allowing personalized ads, Google introduced something called the Privacy Sandbox project back in 2019. The aim is to banish third-party cookies that allow for bot fraud and fingerprinting that can track you across the internet. Those would be replaced by “trust tokens” that would still let advertisers provide relevant ads without tying the data to an individual.

The UK’s Competition and Markets Authority (CMA) said it found in a recent study that “[Google] could undermine the ability of publishers to generate revenue and undermine competition in digital advertising, entrenching Google’s market power.” It also said that it has received complaints from a group representing newspaper publishers and technology companies, alleging that Google may be “abusing its dominant position.”
CYDigital/marteq.io's insight:

All the more reason to seriously review and invest in extended zero party data!

 

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SEO Trends for Marketers in 2021

SEO Trends for Marketers in 2021 | The Marteq Alert | Scoop.it

A few trends will influence marketers’ SEO strategies. For one, Google will use site usability as a major ranking factor in 2021. Secondly, new consumer shopping behaviors, including curbside pickup and online ordering, now requires brands to provide services like product ratings and nutritional information. Third, policing online misinformation will heat up even more in 2021, which means brands must establish themselves as authorities in their fields in order to avoid increased scrutiny. 

CYDigital/marteq.io's insight:

Site usability is huge, and requires a bit of effort. See https://sitetuners.com/blog/is-web-usability-a-google-search-ranking-factor/

 

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How to Scale a Successful Pilot Project - HBR

How to Scale a Successful Pilot Project - HBR | The Marteq Alert | Scoop.it
But there is an alternative path that leaders can take once they have achieved a successful pilot: As part of scaling the solution, create the conditions that allow individuals and teams to adapt the solution to their unique circumstances and make it their own. Doing so requires encouraging collaboration, behavior-change, and innovation.

More specifically: Rather than telling them exactly what to do, challenge a few front-line teams that represent stakeholders in the system to make highly ambitious progress on key outcomes that you expect the solution to contribute to, in an unreasonably short time frame — 100 days or less. Give the teams some guidance about the extent to which they can modify what came out of the pilot, but otherwise let them loose and see what they can do to generate solutions that they own. As you do this, use the power of peer competition to spark even more innovation. Finally, capture the learnings from each of these 100-day “success experiments” so that teams in the next wave of implementation can start with an even richer menu of possibilities.
CYDigital/marteq.io's insight:

Successful pilots do not lead to successful rollouts. So if it's a vendor-led pilot, be sure that the vendor sticks around for the rollout, and has a plan.

 

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52% of B2C customers switch brands when they don't get personalized experience - Exchange4media

52% of B2C customers switch brands when they don't get personalized experience - Exchange4media | The Marteq Alert | Scoop.it
A big challenge for marketers, today, is connecting with consumers in a cluttered and multi-platform environment. As marketers re-strategize their marketing plans in the new normal, customer experience is both a priority and the biggest challenge. This is because consumers are loyal to experiences, not companies. In fact, according to ‘Inspire Instant Engagement: Discover Real-Time Interaction Management with Salesforce Marketing Cloud’ e-book, 52% of B2C customers say, they’d switch brands if they didn’t feel they were getting a personalized experience.

The e-book states that to build a consumer connect, marketers need to develop strong, adaptable relationships with consumers by inspiring timely, relevant engagement every time and everywhere a consumer interacts with a brand. However, many marketers use disparate tools to manage channels, causing a disconnected experience for consumers. In addition, data regarding each individual isn’t shared between departments, which means multiple teams are trying to market to the same consumer. This, at a time, when the connected consumers are expecting incredible relationships and brand experiences.
CYDigital/marteq.io's insight:

52% will switch brands?

 

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The myth of hyper-personalization - algorithms are still undermining the customer experience - Diginomica

Mostly we have brute force algorithms, attempting hyper-personalization without regard for those who find it intrusive - not too far from the mass email blasts most companies still indulge in.

Why would companies do this? Because the downside - alienating a minority of hyper-sensitive users, only a percentage of which vocalize their dissatisfaction - is considered acceptable collateral CX damage.

Typically, those alienated include a once-important user base for the company: folks we might call early adopters or super-users. These folks don't mind rough patches in early releases - especially if they can configure exciting new services. However, in the great UX dumbing down, simplicity and mass user adoption is the highest value. The only problem? Sometimes when you oversimplify an app or service, you harm it - or make it unrecognizable to those who built your audience.
CYDigital/marteq.io's insight:

The post reveals the folly of personalization vs. blasting: if blasting is going to garner X% more than personalization, and there's little cost, why not do it? The moral of the story: TEST!

 

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The Two Types Of Attention Marketers Must Know - Forbes

The Two Types Of Attention Marketers Must Know - Forbes | The Marteq Alert | Scoop.it
The impetus for paying attention to something comes from one of two places: inside us or outside of us. Neuroscientists call these endogenous and exogenous, respectively. Marketers must know how to work with these two forms of attention.

Endogenous attention is what you use when you shop with a grocery list in hand. Your guiding goal is to find the items on the list. In this case, what you pay attention to is directed internally (the endo in endogenous means “coming from within”). This is endogenous attention.

Now imagine you’re going to the mall to kill time and browse around. In this case, you don’t have an internal goal. Instead, the things you pay attention to are generally directed externally (Exo in exogenous means ‘coming from outside’), by whatever catches your eye. This is exogenous attention, the primary form of attention marketers must optimize.
CYDigital/marteq.io's insight:

Click through for recommendations on how to leverage.

 

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3 Differences Between the CCPA and the CPRA - Business Insider

"Whereas the CCPA focuses primarily on regulating personal information that could be used to identify an individual, such as IP addresses and social security numbers, the CPRA introduces an additional category called "sensitive personal information." The latter category includes information like ethnicity and religious beliefs. From the perspective of cloud management and security teams, this means that more types of data that may be stored in cloud environments are subject to regulation under the CPRA.

 

Additional consumer rights are a second key difference between the CCPA and the CPRA. Under the CPRA, not only will consumers have rights involving knowing about and deleting data that companies collect about them, but they will also be able to request data correction. In addition, the CPRA provides consumers with new rights involving knowing about and opting out of automated decision-making processes, including the data that powers them.

 

A third important new requirement under the CPRA is mandatory risk assessments and audits. Companies will be required to submit the results of these assessments to California regulators on a "regular basis," a requirement absent from the CCPA. The teeth behind the CPRA will be a new agency, the California Privacy Protection Agency, the first dedicated agency of its kind in the US with rulemaking, auditing, investigation and enforcement authority.

CYDigital/marteq.io's insight:

If you're like most marketers, you're just not prepared for this. You have to be. It's the law.

 

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Why and how CMOs must master data to succeed in 2021 - ClickZ

Why and how CMOs must master data to succeed in 2021 - ClickZ | The Marteq Alert | Scoop.it
Using data as an asset...
Step 1: Integrate all customer data

Step 2: Scale customer insights
This step is where you can utilize analytics to measure the impact of customer insights. Thousands of models can sense and react to customer opportunities and pain points.

Step 3: Turn insights into actions
Everything comes down to predicting a trend faster than competitors. This means access to real-time data is crucial – and the lynchpin is actually turning those customer insights into actions.

Step 4: Build a CX culture
CYDigital/marteq.io's insight:

There needs to be a significant shift away from the view of data as it is today. Static data does not provide the timely insight marketers need, but data directly from the consumer in real-time is exactly what is needed, as it eliminates the necessity of using ML to predict. Why predict when the fresh data is right there to be had.

 

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Chrome's next big update could keep your browsing private without Incognito Mode - TechRadar

Chrome's next big update could keep your browsing private without Incognito Mode - TechRadar | The Marteq Alert | Scoop.it
Chrome is developing a Privacy Sandbox feature that will prevent tracking cookies from following you between websites – and it's coming soon.

We're now seeing the first fruits of those efforts, with signs of a new Privacy Sandbox feature in Chrome Canary (an unstable early release intended for developers and anyone who wants to get a peek at features in progress).

As Techdows reports, the Privacy Sandbox is now visible as a Chrome Flag (a switch that allows you to activate experimental features), but it's not yet functional and is currently just a placeholder.
CYDigital/marteq.io's insight:

If true, and it lives up to the hype, it will blow away privacy-centric browsers. But it won't live up to the hype.

 

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Beyond Surveys: Finding the Right Balance Among Your Customer Feedback Sources | CustomerThink

Beyond Surveys: Finding the Right Balance Among Your Customer Feedback Sources | CustomerThink | The Marteq Alert | Scoop.it

Common Missteps when Collecting and Analyzing Customer Feedback

  • Assuming surveys are all you need to capture the voice of the customer. 
  • Not applying the right mix of the different sources of customer feedback. 
  • Not understanding how the sources can be used collectively to find value in data. 
  • Thinking that one size fits all. 

 

How to Find the Right Mix of Customer Feedback

  • Step 1: Understand where your customers are going to get the information they need and then understand why they keep coming back.
  • Step 2: Understand that the three sources of customer feedback are ingredients that work together.
  • Step 3: Test and refine your approach.
CYDigital/marteq.io's insight:

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8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger - Marketing Dive

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger - Marketing Dive | The Marteq Alert | Scoop.it
Outside of pandemic demands, marketers made one item a top priority in 2020: first-party data. As cookies and mainstay methods of in-app tracking go the way of the dinosaur, forging a personal connection with consumers has become essential, but will prove more challenging than conducting digital marketing the old way.

"It was definitely simpler to collect that [third-party] data," said Raphael Ravilla, partner, media and connections planning at Marcus Thomas. "It's going to be harder to collect first-party data that's authenticated and whatnot, but it's going to: 1.) make marketers try harder to get that data, but 2.) it's also going to be cleaner data than what we were using."
CYDigital/marteq.io's insight:

Wrong! Zero-party data!

 

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When it Comes to Personalization, Think IA Before AI

When it Comes to Personalization, Think IA Before AI | The Marteq Alert | Scoop.it
"Understand that personalization requires orchestration of multiple internal processes and a holistic view of content, product information, the customer journey and knowledge of customer needs and solutions," said Seth Earley, CEO of Earley Information Science and author of “The AI-Powered Enterprise.” "Many organizations attempt personalization without an understanding of what a personalized experience really means — they don’t know the customer well enough to distinguish messaging across segments. The upstream processes are not mature enough to determine what a truly personalized experience means."

In order to deliver personalized customer experiences at scale, Earley recommends that organizations look closely at four areas — their customer data foundation; componentized content; product architecture; and knowledge and insights. In each area, the focus should be on adopting unified models, using advanced services and expertise, and deploying standardized platforms and processes.

“Established organizations with mature content offerings spend more time and attention on metadata and their strategic approach to data and measurement than they will on content per se,” Jeffrey MacIntyre, principal of Bucket Studio said. “It’s IA [information architecture] before AI.”
CYDigital/marteq.io's insight:

The starting point: data. Rely on zero-party data as the basis for your personalizations strategies.

 

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The problems with data collection - ClickZ

The problems with data collection - ClickZ | The Marteq Alert | Scoop.it
While 75% of American respondents believe it’s possible to have data privacy in today’s technology-driven world, a significant portion of respondents (one in five) worry about being able to maintain their privacy while online.

In order to make people feel better about giving you their data, you have to build trust.

Over 70% of U.S. respondents said they were more likely to do business with a company if they were offered the opportunity to delete their information. U.S. consumers also valued the ability to turn off location tracking, delete their browsing history, choose whom a company shares information with, and review the information that companies have about them.

Another key finding: about 40% of respondents, regardless of country, felt that their data is worth more than the free services they receive in exchange.

47% of Americans and 43% of Britons and Australians are willing to share personal data with CPG companies

Publicis Sapient writes, “On average, four in five people in all five countries say they know little to nothing about what companies do with the data they collect.” 
CYDigital/marteq.io's insight:

There are OPPORTUNITIES when you permit your consumers to own and control their data! That's what they want!

 

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How The New York Times Is Adapting to Life Without Third-Party Cookies - AdWeek

How The New York Times Is Adapting to Life Without Third-Party Cookies - AdWeek | The Marteq Alert | Scoop.it
Moving to a first-party data model is an expensive undertaking. How can smaller publishers expect to do something like this?

For the smaller publisher, what I would say is that generally over the last 20 years, as far as I have researched, we have been relying a lot on external capabilities and vendors coming in and providing solutions. One way or the other, things have not worked for quite [a long time]. Ultimately you have to replace it or do something else, or maybe figure out a new solution.

So maybe it’s time for people to bring in some of that expertise in-house and start focusing on how you can understand your content, understand your audience better, build capabilities to be able to just make the ad serving work. … If you have more control, you’re prepared for these big changes better, rather than just keep scrambling around different vendor solutions.
CYDigital/marteq.io's insight:

Start with zero party data (not first party data). Far easier, far more impactful.

 

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OCC Says Banks Can Issue Payments Using Stablecoins - CoinDesk

OCC Says Banks Can Issue Payments Using Stablecoins - CoinDesk | The Marteq Alert | Scoop.it
Federally regulated banks can use stablecoins to conduct payments and other activities, the Office of the Comptroller of the Currency (OCC) said Monday.

The federal banking regulator published an interpretive letter addressing whether national banks and federal savings associations could participate in independent node verification networks (INVNs, otherwise known as blockchain networks) or use stablecoins. The letter said these financial institutions can participate as nodes on a blockchain and store or validate payments. 

Any banks that do participate in an INVN must be aware of the operational, compliance or fraud risks when doing so, an OCC press release warned. 
CYDigital/marteq.io's insight:

More supporting data that points to the normalization of crypto.

 

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How To Grade Your Marketing Personalization Strategy - CMSwire

How To Grade Your Marketing Personalization Strategy - CMSwire | The Marteq Alert | Scoop.it
Assessing the effectiveness of your marketing personalization strategy can be a tough business. Research by Evergage shows that 86% of the surveyed marketers feel less than comfortable with their current personalization strategies and that only 1% feels extremely confident. 

The respondents cited issues such as a lack of data unification and lack of omnichannel strategies as their main hurdles towards personalization. Plus they mentioned problems with their tech stack as another issue that prevented an adequate assessment of their personalization strategies.  
CYDigital/marteq.io's insight:

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2021 predictions: marketing, advertising, and mobile | Mobile Marketing Magazine

2021 predictions: marketing, advertising, and mobile | Mobile Marketing Magazine | The Marteq Alert | Scoop.it
Rob Fagnani, Head of Business Development, Formation.ai
“Unprecedented shifts in consumer behavior due to the pandemic have left many companies scrambling to figure out effective ways to connect with their customers to build trust and remain top of mind. Marketers have increasingly leveraged their first- and zero-party data to glean insights, and the need to generate insights at the individual level vs. segment level has become all the more important.”

“The pandemic threw a wrench in traditional segmentation models that measure recency, frequency, and spend. Marketers have realized that they need tools that allow them to more nimbly respond to changes in customer behavior. Expect that marketers will increasingly partner with their analytics teams and leverage tools that more dynamically build segments and customer audiences based on more granular criteria that informs customer context.”
CYDigital/marteq.io's insight:

It's more than gleaning insight: ZPD includes real time monitoring and reaction to consumer desires.

 

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2020 Was All About Digital Identity – And Expect The Same In 2021 - AdExchanger

2020 Was All About Digital Identity – And Expect The Same In 2021 - AdExchanger | The Marteq Alert | Scoop.it
Despite lots of talk and thought leadership, the industry isn’t prepared for the end of third-party cookies or Apple’s imminent IDFA changes.

Marketers have “completely squandered” the extra time they got when Apple extended its IDFA change deadline to early 2021, said Nathan Levin, CEO and founder of mobile consultancy Mobile UA Ltd. In some cases, this was a result of “pure ineptitude,” he said, in others a result of upper management not dedicating the resources to support alternative solutions at the growth team’s request. Some traffic vendors have also dragged their heels on making the necessary integrations.

Not everyone believes Google will go through with it in 2021. Jeff Green, for example, CEO and founder of The Trade Desk, has said on multiple occasions that he doubts Google will actually pull the plug. Bob Regular, CEO of Infolinks, predicts that even if Google continues with its plan to terminate third-party cookies in its browser, it'll at least extend its self-imposed deadline. Why? Antitrust, baby.
CYDigital/marteq.io's insight:

Of course marketers are not ready for the loss of 3rd party cookies: saw the same level of reaction when Canada's CASL and the EU's GDPR were enacted. 

 

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Massive Hack Exposes Bitcoin’s Greatest Weakness - Forbes

Massive Hack Exposes Bitcoin’s Greatest Weakness - Forbes | The Marteq Alert | Scoop.it

The bitcoin and cryptocurrency community, fiercely protective of its privacy, has been rocked by a massive data breach that's seen the personal information of over 270,000 bitcoin and cryptocurrency users published online.

 

The data, stolen from popular France-based bitcoin and cryptocurrency hardware wallet Ledger in a July hack, was last week published on RaidForums, a marketplace for buying, selling, and sharing hacked information.

 

Many bitcoin and cryptocurrency investors have since been subject to a barrage of phishing attempts with scammers using the data to try to trick users into handing over the keys to their bitcoin and crypto wallets—revealing bitcoin's greatest weakness is the companies that help people store and trade it.

CYDigital/marteq.io's insight:

Again leveraging a system's greatest weakness: people.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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The Biden administration can change the world with new crypto regulations - TechCrunch

The Biden administration can change the world with new crypto regulations - TechCrunch | The Marteq Alert | Scoop.it
If we know the rules of the game we’re playing, we can keep doing what we do best: innovating. We are only at the beginning — developers can build on open-source technologies, entrepreneurs can launch new companies and develop new products, and investors can invest in those companies.

We want the most innovative crypto and blockchain companies to be built and to grow here in the U.S., where they can create value and opportunities for U.S. citizens. Similar to the early days of the internet, we don’t know what the industry will look like in 5-10 years, but with flexible frameworks the opportunity is massive.

There’s a big opportunity for the Biden administration to influence new policies and new legislation and provide clear guidance that will accelerate innovation in fintech and crypto for many generations to come.
CYDigital/marteq.io's insight:

Would love it, but it won't happen over a 4 year span.

 

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Marketing in 2021: The impact of blockchain on CX - ClickZ

Marketing in 2021: The impact of blockchain on CX - ClickZ | The Marteq Alert | Scoop.it
  • Blockchain solutions are fast becoming mainstream in marketing, helping to eradicate advertising fraud that typically plagues the sector and proving their value in overcoming data inefficiency challenges.
  • The vast majority of companies want the contact details of their customers, which – even though intended to personalize offerings – is typically found invasive. Most blockchain solutions can help to level the playing field by eliminating intermediaries and storing customer data safely, returning a degree of power to the user.
  • Blockchain has the potential to dramatically impact customer experiences, but successful implementation will be largely dependent on how companies leverage the technology to reimagine touchpoints in the user’s journey. There is scope for marketers to use blockchain to manage a secure network of loyalty programs designed to lock in new customers.
  • Though marketers pay for incentive data collection, blockchain-enabled marketing helps to deliver personalized prices and generate better leads. This smart approach tackles the common issue of being burdened with incomplete customer information, which can typically hinder the success of marketing campaigns.
CYDigital/marteq.io's insight:

Blockchain for data storage is a problem, as the data stored is immutable, which effectively takes away the consumer's control over the data's existence. Not a path we recommend.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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