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• getting 2 video streams in output.mkv ?

  3 janvier 2024, par Kirito

  In short, I have 1 video.mkv and 1 subtitle.ass. Using ffmpeg, I am adding subtitles to the video without removing the previous subtitles that came with the video. The problem is that some videos' output.mkv files are getting a duplicate video stream. Not all the videos I tested have this issue. I have added the log of one of those for reference.

  


  Here is my code :

  


   ffmpeg -i input_video.mkv -i subtitle_path.ass -c:v copy -c:a copy -c:s copy -map 0:v:0
 -map 0:m:language:jpn -map 0:s -map 1 -metadata:s:s:3 language=ara -max_interleave_delta 0 -y output_path.mkv


  


  \TEST> ffmpeg -i input_video.mkv -i subtitle_path.ass -c:v copy -c:a copy -c:s copy -map 0:v:0 -map 0:m:language:jpn -map 0:s -map 1 -metadata:s:s:3 language=ara -max_interleave_delta 0 -y output_path.mkv
ffmpeg version 2023-12-28-git-c1340f3439-full_build-www.gyan.dev Copyright (c) 2000-2023 the FFmpeg developers
  built with gcc 12.2.0 (Rev10, Built by MSYS2 project)
  configuration: --enable-gpl --enable-version3 --enable-static --pkg-config=pkgconf --disable-w32threads --disable-autodetect --enable-fontconfig --enable-iconv --enable-gnutls --enable-libxml2 --enable-gmp --enable-bzlib --enable-lzma --enable-libsnappy --enable-zlib --enable-librist --enable-libsrt --enable-libssh --enable-libzmq --enable-avisynth --enable-libbluray --enable-libcaca --enable-sdl2 --enable-libaribb24 --enable-libaribcaption --enable-libdav1d --enable-libdavs2 --enable-libuavs3d --enable-libzvbi --enable-librav1e --enable-libsvtav1 --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxavs2 --enable-libxvid --enable-libaom --enable-libjxl --enable-libopenjpeg --enable-libvpx --enable-mediafoundation --enable-libass --enable-frei0r --enable-libfreetype --enable-libfribidi --enable-libharfbuzz --enable-liblensfun --enable-libvidstab --enable-libvmaf --enable-libzimg --enable-amf --enable-cuda-llvm --enable-cuvid --enable-ffnvcodec --enable-nvdec --enable-nvenc --enable-dxva2 --enable-d3d11va --enable-libvpl --enable-libshaderc --enable-vulkan --enable-libplacebo --enable-opencl --enable-libcdio --enable-libgme --enable-libmodplug --enable-libopenmpt --enable-libopencore-amrwb --enable-libmp3lame --enable-libshine --enable-libtheora --enable-libtwolame --enable-libvo-amrwbenc --enable-libcodec2 --enable-libilbc --enable-libgsm --enable-libopencore-amrnb --enable-libopus --enable-libspeex --enable-libvorbis --enable-ladspa --enable-libbs2b --enable-libflite --enable-libmysofa --enable-librubberband --enable-libsoxr --enable-chromaprint
  libavutil      58. 36.100 / 58. 36.100
  libavcodec     60. 36.100 / 60. 36.100
  libavformat    60. 20.100 / 60. 20.100
  libavdevice    60.  4.100 / 60.  4.100
  libavfilter     9. 14.102 /  9. 14.102
  libswscale      7.  6.100 /  7.  6.100
  libswresample   4. 13.100 /  4. 13.100
  libpostproc    57.  4.100 / 57.  4.100
Input #0, matroska,webm, from 'input_video.mkv':
  Metadata:
    encoder         : libebml v1.3.5 + libmatroska v1.4.8
    creation_time   : 2018-04-21T21:21:39.000000Z
  Duration: 00:24:26.56, start: 0.000000, bitrate: 2453 kb/s
  Stream #0:0(jpn): Video: h264 (High), yuv420p(progressive), 1920x1080 [SAR 1:1 DAR 16:9], 23.98 fps, 23.98 tbr, 1k tbn (default)
      Metadata:
        BPS-eng         : 2291326
        DURATION-eng    : 00:24:26.465000000
        NUMBER_OF_FRAMES-eng: 35160
        NUMBER_OF_BYTES-eng: 420018724
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:1(jpn): Audio: aac (LC), 48000 Hz, stereo, fltp (default)
      Metadata:
        BPS-eng         : 159375
        DURATION-eng    : 00:24:26.560000000
        NUMBER_OF_FRAMES-eng: 68745
        NUMBER_OF_BYTES-eng: 29216626
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:2(eng): Subtitle: ass (default)
      Metadata:
        BPS-eng         : 99
        DURATION-eng    : 00:21:35.870000000
        NUMBER_OF_FRAMES-eng: 302
        NUMBER_OF_BYTES-eng: 16109
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:3(spa): Subtitle: ass
      Metadata:
        BPS-eng         : 92
        DURATION-eng    : 00:20:05.580000000
        NUMBER_OF_FRAMES-eng: 254
        NUMBER_OF_BYTES-eng: 13877
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:4(por): Subtitle: ass
      Metadata:
        BPS-eng         : 91
        DURATION-eng    : 00:20:05.580000000
        NUMBER_OF_FRAMES-eng: 254
        NUMBER_OF_BYTES-eng: 13846
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
Input #1, ass, from 'subtitle_path.ass':
  Duration: N/A, bitrate: N/A
  Stream #1:0: Subtitle: ass
Stream mapping:
  Stream #0:0 -> #0:0 (copy)
  Stream #0:0 -> #0:1 (copy)
  Stream #0:1 -> #0:2 (copy)
  Stream #0:2 -> #0:3 (copy)
  Stream #0:3 -> #0:4 (copy)
  Stream #0:4 -> #0:5 (copy)
  Stream #1:0 -> #0:6 (copy)
Output #0, matroska, to 'output_path.mkv':
  Metadata:
    encoder         : Lavf60.20.100
  Stream #0:0(jpn): Video: h264 (High) (H264 / 0x34363248), yuv420p(progressive), 1920x1080 [SAR 1:1 DAR 16:9], q=2-31, 23.98 fps, 23.98 tbr, 1k tbn (default)
      Metadata:
        BPS-eng         : 2291326
        DURATION-eng    : 00:24:26.465000000
        NUMBER_OF_FRAMES-eng: 35160
        NUMBER_OF_BYTES-eng: 420018724
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:1(jpn): Video: h264 (High) (H264 / 0x34363248), yuv420p(progressive), 1920x1080 [SAR 1:1 DAR 16:9], q=2-31, 23.98 fps, 23.98 tbr, 1k tbn (default)
      Metadata:
        BPS-eng         : 2291326
        DURATION-eng    : 00:24:26.465000000
        NUMBER_OF_FRAMES-eng: 35160
        NUMBER_OF_BYTES-eng: 420018724
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:2(jpn): Audio: aac (LC) ([255][0][0][0] / 0x00FF), 48000 Hz, stereo, fltp (default)
      Metadata:
        BPS-eng         : 159375
        DURATION-eng    : 00:24:26.560000000
        NUMBER_OF_FRAMES-eng: 68745
        NUMBER_OF_BYTES-eng: 29216626
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:3(eng): Subtitle: ass (default)
      Metadata:
        BPS-eng         : 99
        DURATION-eng    : 00:21:35.870000000
        NUMBER_OF_FRAMES-eng: 302
        NUMBER_OF_BYTES-eng: 16109
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:4(spa): Subtitle: ass
      Metadata:
        BPS-eng         : 92
        DURATION-eng    : 00:20:05.580000000
        NUMBER_OF_FRAMES-eng: 254
        NUMBER_OF_BYTES-eng: 13877
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:5(por): Subtitle: ass
      Metadata:
        BPS-eng         : 91
        DURATION-eng    : 00:20:05.580000000
        NUMBER_OF_FRAMES-eng: 254
        NUMBER_OF_BYTES-eng: 13846
        _STATISTICS_WRITING_APP-eng: mkvmerge v22.0.0 ('At The End Of The World') 32-bit
        _STATISTICS_WRITING_DATE_UTC-eng: 2018-04-21 21:21:39
        _STATISTICS_TAGS-eng: BPS DURATION NUMBER_OF_FRAMES NUMBER_OF_BYTES
  Stream #0:6(ara): Subtitle: ass
Press [q] to stop, [?] for help
[out#0/matroska @ 000002995bf18bc0] video:820349kB audio:28532kB subtitle:65kB other streams:0kB global headers:5kB muxing overhead: 0.122471%
size=  849986kB time=00:23:40.86 bitrate=4900.6kbits/s speed= 326x


  


  I am very Clueless as the command is working on some videos

  


• What is Funnel Analysis ? A Complete Guide for Quick Results

  25 janvier 2024, par Erin

  Your funnel is leaking.

  You’re losing visitors.

  You’re losing conversions and sales.

  But you don’t know how it’s happening, where it’s happening, or what to do about it.

  The reason ? You aren’t properly analysing your funnels.

  If you want to improve conversions and grow your business, you need to understand how to properly assess your sales funnels to set yourself up for success.

  In this guide, we’ll show you what funnel analysis is, why it’s important, and what steps you need to take to leverage it to improve conversions.

  What is funnel analysis ?

  Every business uses sales funnels, whether they know it or not.

  But most people aren’t analysing them, costing them conversions.

  

  Funnel analysis is a marketing method to analyse the events leading to specific conversion points. 

  It aims to look at the entire journey of potential customers from the moment they first touch base with your website or business to the moment they click “buy.”

  It’s assessing what your audience is doing at every step of the journey.

  By assessing what actions are taking place at scale, you can see where you’re falling short in your sales funnel.

  You’ll see :

  1. Where prospects are falling off.
  2. Where people are converting well.

  By gaining this understanding, you’ll better understand the health of your website’s sales funnels and overall marketing strategy.

  With that knowledge, you can optimise your marketing strategy to patch those leaks, improve conversions and grow your business.

  Why funnel analysis is important

  Funnel analysis is critical because your funnel is your business.

  When you analyse your funnel, you’re analysing your business.

  You’re looking at what’s working and what’s not so you can grow revenue and profit margins.

  Funnel analysis lets you monitor user behaviour to show you the motivation and intention behind their decisions.

  Here are five reasons you need to incorporate funnel analysis into your workflow.

  

  1. Gives insights into your funnel problems

  The core purpose of funnel analysis is to look at what’s going on on your website.

  What are the most effective steps to conversion ?

  Where do users drop off in the conversion process ?

  And which pages contribute the most to conversion or drop-offs ?

  Funnel analysis helps you understand what’s going on with your site visitors. Plus, it helps you see what’s wrong with your funnel.

  If you aren’t sure what’s happening with your funnel, you won’t know what to improve to grow your revenue.

  2. Improves conversions

  When you know what’s going on with your funnel, you’ll know how to improve it.

  To improve your conversion funnel, you need to close the leaks. These are areas where website visitors are falling off.

  It’s the moment the conversion is lost.

  You need to use funnel analysis to give insight into these problem areas. Once you can see where the issue is, you can patch that leak and improve the percentage of visitors who convert.

  For example, if your conversion rate on your flagship product page has plateaued and you can’t figure out how to increase conversions, implementing a funnel analysis tactic like heatmaps will show you that visitors are spending time reading your product description. Still, they’re not spending much time near your call to action.

  

  This might tell you that you need to update your description copy or adjust your button (i.e. colour, size, copy). You can increase conversions by making those changes in your funnel analysis insights.

  3. Improves the customer experience

  Funnel analysis helps you see where visitors spend their time, what elements they interact with and where they fall off.

  One of the key benefits of analysing your funnel is you’ll be able to help improve the experience your visitors have on your website.

  For example, if you have informational videos on a specific web page to educate your visitors, you might use the Media Analytics feature in your web analytics solution to find out that they’re not spending much time watching them.

  This could lead you to believe that the content itself isn’t good or relevant to them.

  But, after implementing session recordings within your funnel analysis, you see people clicking a ton near the play button. This might tell you that they’re having trouble clicking the actual button on the video player due to poor UX.

  In this scenario, you could update the UX on your web page so the videos are easy to click and watch, no matter what device someone uses.

  With more video viewers, you can provide value to your visitors instead of leaving them frustrated trying to watch your videos.

  4. Grows revenue

  This is what you’re likely after : more revenue.

  More often than not, this means you need to focus on improving your conversion rate.

  Funnel analysis helps you find those areas where visitors are exiting so you can patch those leaks up and turn more visitors into customers.

  Let’s say you have a conversion rate of 1.7%.

  You get 50,000 visitors per month.

  Your average order is $82.

  Even if you increase your conversion rate by 10% (to 1.87%) through funnel analysis, here’s the monthly difference in revenue :

  Before : $69,700
  After : $76,670

  In one year, you’ll make nearly $80,000 in additional revenue from funnel analysis alone.

  Different types of funnel analysis

  There are a few different types of funnel analysis.

  How you define success in your funnel all comes down to one of these four pillars.

  Depending on your goals, business and industry, you may want to assess the different funnel analyses at different times.

  1. Pageview funnel analysis

  Pageview funnel analysis is about understanding how well your website content is performing. 

  It helps you enhance user experience, making visitors stay longer on your site. By identifying poor performing pages (pages with high exit rates), you can pinpoint areas that need optimisation for better engagement.

  2. Conversion funnel analysis

  Next up, we’re looking at conversion funnel analysis.

  This type of funnel analysis is crucial for marketers aiming to turn website visitors into action-takers. This involves tracking and optimising conversion goals, such as signing up for newsletters, downloading ebooks, submitting forms or signing up for free trials. 

  The primary goal of conversion funnel analysis is to boost your website’s overall conversion rates.

  3. E-commerce funnel analysis

  For businesses selling products online, e-commerce funnel analysis is essential. 

  It involves measuring whether your products are being purchased and finding drop-off points in the purchasing process. 

  By optimising the e-commerce funnel, you can enhance revenue and improve the overall efficiency of your sales process.

  How to conduct funnel analysis

  Now that you understand what funnel analysis is, why it’s important, and the different types of analysis, it’s time to show you how to do it yourself.

  To get started with funnel analysis, you need to have the right web analytics solution.

  Here are the most common funnel analysis tools and methods you can use :

  1. Funnel analytics

  If you want to choose a single tool to conduct funnel analysis, it’s an all-in-one web analytics tool, like Matomo.

  

  With Matomo’s Funnel Analytics, you can dive into your whole funnel and analyse each step (and each step’s conversion rate).

  

  For instance, if you look at the example above, you can see the proceed rate at each funnel step before the conversion page.

  This means you can improve each proceed rate, to drive more traffic to your conversion page in order to increase conversion rates.

  In the above snapshot from Matomo, it shows visitors starting on the job board overview page, moving on to view specific job listings. The goal is to convert these visitors into job applicants.

  However, a significant issue arises at the job view stage, where 95% of visitors don’t proceed to job application. To increase conversions, we need to first concentrate on improving the job view page.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  2. Heatmaps

  Heatmaps is a behaviour analytics tool that lets you see different visitor activities, including :

  • Mouse movement
  • How far down visitors scroll
  • Clicks

  You can see which elements were clicked on and which weren’t and how far people scroll down your page.

  

  A heatmap lets you see which parts of a page are getting the most attention and which parts go unnoticed by your users.

  For example, if, during your funnel analysis, you see that a lot of visitors are falling off after they land on the checkout page, then you might want to add a heatmap on your checkout page to see where and why people are exiting.

  3. Session recordings

  Want to see what individual users are doing and how they’re interacting with your site ?

  Then, you’ll want to check out session recordings.

  A session recording is a video playback of a visitor’s time on your website.

  

  It’s the most effective method to observe your visitors’ interactions with your site, eliminating uncertainty when identifying areas for funnel improvement.

  Session recordings instill confidence in your optimisation efforts by providing insights into why and where visitors may be dropping off in the funnel.

  4. A/B testing

  If you want to take the guesswork out of optimising your funnel and increasing your conversions, you need to start A/B testing.

  An A/B test is where you create two versions of a web page to determine which one converts better.

  

  For example, if your heatmaps and session recordings show that your users are dropping off near your call to action, it may be time to test a new version.

  You may find that by simply testing a different colour button, you may increase conversions by 20% or more.

  5. Form analytics

  Are you trying to get more leads to fill out forms on your site ?

  Well, Form Analytics can help you understand how your website visitors interact with your signup forms.

  You can view metrics such as starter rate, conversion rate, average hesitation time and average time spent.

  This information allows you to optimise your forms effectively, ultimately maximising your success.

  Let’s look at the performance of a form using Matomo’s Form Analytics feature below.

  

  In the Matomo example, our starter rate stands at a solid 60.1%, but there’s a significant drop to a submitter rate of 29.3%, resulting in a conversion rate of 16.3%.

  Looking closer, people are hesitating for about 16.2 seconds and taking nearly 1 minute 39 seconds on average to complete our form.

  This could indicate our form is confusing and requesting too much. Simplifying it could help increase sign-ups.

  See first-hand how Concrete CMS tripled their leads using Form Analytics in Matomo.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Start optimising your funnels with Matomo today

  If you want to optimise your business, you must optimise your funnels.

  Without information on what’s working and what’s not, you’ll never know if your website changes are making a difference.

  Worse yet, you could have underperforming stages in your funnel, but you won’t know unless you start looking.

  Funnel analysis changes that.

  By analysing your funnels regularly, you’ll be able to see where visitors are leaking out of your funnel. That way, you can get more visitors to convert without generating more traffic.

  If you want to improve conversions and grow revenue today, try Matomo’s Funnel Analytics feature.

  You’ll be able to see conversion rates, drop-offs, and fine-tuned details on each step of your funnel so you can turn more potential customers into paying customers.

  Additionally, Matomo comes equipped with features like heatmaps, session recordings, A/B testing, and form analytics to optimise your funnels with confidence.

  Try Matomo free for 21-days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

• What Is Data Ethics & Why Is It Important in Business ?

  9 mai 2024, par Erin

  Data is powerful — every business on earth uses data. But some are leveraging it more than others.

  The problem ?

  Not all businesses are using data ethically.

  You need to collect, store, and analyse data to grow your business. But, if you aren’t careful, you could be crossing the line with your data usage into unethical territories.

  In a society where data is more valuable than ever, it’s crucial you perform ethical practices.

  In this article, we break down what data ethics is, why it’s important in business and how you can implement proper data ethics to ensure you stay compliant while growing your business.

  What is data ethics ?

  Data ethics are how a business collects, protects and uses data.

  It’s one field of ethics focused on organisations’ moral obligation to collect, track, analyse and interpret data correctly.

  

  Data ethics analyses multiple ways we use data :

  • Collecting data
  • Generating data
  • Tracking data
  • Analysing data
  • Interpreting data
  • Implementing activities based on data

  Data ethics is a field that asks, “Is this right or wrong ?”

  And it also asks, “Can we use data for good ?”

  If businesses use data unethically, they could get into serious hot water with their customers and even with the law.

  You need to use data to ensure you grow your business to the best of your ability. But, to maintain a clean slate in the eyes of your customers and authorities, you need to ensure you have strong data ethics.

  Why you need to follow data ethics principles

  In 2018, hackers broke into British Airways’ website by inserting harmful code, leading website visitors to a fraudulent site. 

  The result ? 

  British Airways customers gave their information to the hackers without realising it : credit cards, personal information, login information, addresses and more.

  While this was a malicious attack, the reality is that data is an integral part of everyday life. Businesses need to do everything they can to protect their customers’ data and use it ethically.

  Data ethics is crucial to understand as it sets the standard for what’s right and wrong for businesses. Without a clear grasp of data ethics, companies will willingly or neglectfully misuse data.

  With a firm foundation of data ethics, businesses worldwide can make a collective effort to function smoothly, protect their customers, and, of course, protect their own reputation. 

  3 benefits of leaning into data ethics

  We’re currently transitioning to a new world led by artificial intelligence.

  While AI presents endless opportunities for innovation in the business world, there are also countless risks at play, and it’s never been more important to develop trust with your customers and stakeholders.

  With an influx of data being created and tracked daily, you need to ensure your business is prioritising data ethics to ensure you maintain trust with your customers moving forward.

  

  Here are three benefits of data ethics that will help you develop trust, maintain a solid reputation and stay compliant to continue growing your business :

  1. Compliance with data privacy

  Privacy is everything. 

  In a world where our data is being collected nonstop, and we live more public lives than ever with social media, AI and an influx of recording and tracking in everyday life, you need to protect the privacy of your customers.

  One crucial way to protect that privacy is by complying with major data privacy regulations.

  Some of the most common regulations you need to remain compliant with include :

  • General Data Protection Regulation (GDPR)
  • California Consumer Privacy Act (CCPA)
  • Health Insurance Portability and Accountability Act (HIPAA)
  • General Personal Data Protection Law (LGPD)
  • Privacy and Electronic Communications (EC Directive) Regulations (PECR)

  While these regulations don’t directly address ethics, there’s a core overlap between privacy requirements like accountability, lawfulness and AI ethics.

  Matomo ensures you protect the privacy of your web and app users so you can track and improve your website performance with peace of mind.

  2. Maintain a good reputation

  While data ethics can help you maintain data privacy compliance, it can also help you maintain a good reputation online and offline.

  All it takes is one bad event like the British Airways breach for your company’s reputation to be ruined.

  If you want to keep a solid reputation and maintain trust with your stakeholders, customers and lawmakers, then you need to focus on developing strong data ethics.

  Businesses that invest time in establishing proper data ethics set the right foundation to protect their reputation, develop trust with stakeholders and create goodwill and loyalty.

  3. Increased trust means greater revenue

  What happens when you establish proper data ethics ?

  You’ll gain the trust of your customers, maintain a solid reputation and increase your brand image.

  Customers who trust you to protect their privacy and data want to keep doing business with you.

  So, what’s the end result for a business that values data ethics ?

  You’ll generate more revenue in the long run. Trust is one thing you should never put on the back burner if you have plans to keep growing your business. By leaning more into data ethics, you’ll be able to build that brand reputation that helps people feel comfortable buying your products and services on repeat.

  While spending time and money on data ethics may seem like an annoyance, the reality is that it’s a business investment that will pay dividends for years to come.

  5 core data ethics principles

  So, what exactly is involved in data ethics ?

  For most people, data ethics is a pretty broad and vague term. If you’re curious about the core pillars of data ethics, then keep reading.

  Here are five core data ethical principles you need to follow to ensure you’re protecting your customers’ data and maintaining trust :

  

  1. Data ownership

  The individual owns the data, not you. This is the first principle of data ethics. You don’t have control over someone else’s data. It’s theirs, and they have full ownership over it.

  Just as stealing a TV from an electronics store is a crime, stealing (or collecting) someone’s personal data without their consent is considered unlawful and unethical.

  Consent is the only way to ethically “own” someone’s data.

  How can you collect someone’s data ethically ?

  • Digital privacy policies
  • Signed, written agreements
  • Popups with checkboxes that allow you to track users’ behaviour

  Essentially, anytime you’re collecting data from your website or app users, you need to ensure you’re asking permission for that data.

  You should never assume a website visitor or customer is okay with you collecting your data automatically. Instead, ask permission to collect, track and use their data to avoid legal and ethical issues.

  2. Transparency

  The second core principle of data ethics within business is transparency. This means you need to be fully transparent on when, where and how you :

  • Collect data
  • Store data
  • Use data

  In other words, you need to allow your customers and website visitors to have a window inside your data activities.

  They need to be able to see exactly how you plan on using the data you’re collecting from them.

  For example, imagine you implemented a new initiative to personalise the website experience for each user based on individual behaviour. To do this, you’ll need to track cookies. In this case, you’d need to write up a new policy stating how this behavioural data is going to be collected, tracked and used.

  It’s within your website visitors’ rights to access this information so they can choose whether or not they want to accept or decline your website’s cookies.

  With any new data collection or tracking, you need to be 100% clear about how you’re going to use the data. You can’t be deceptive, misleading, or withholding any information on how you will use the data, as this is unethical and, in many cases, unlawful.

  3. Privacy

  Another important branch of ethics is privacy. The ethical implications of this should be obvious.

  When your users, visitors, or customers enter your sphere of influence and you begin collecting data on them, you are responsible for keeping that data private.

  When someone accepts the terms of your data usage, they’re not agreeing to have their data released to the public. They’re agreeing to let you leverage that data as their trusted business provider to better serve them. They expect you to maintain privacy.

  You can’t spread private information to third parties. You can’t blast this data to the public. 

  This is especially important if someone allows you to collect and use their personally identifiable information (PII), such as :

  • First and last name
  • Email address
  • Date of birth
  • Home address
  • Phone number

  To protect your audience’s data, you should only store it in a secure database. 

  

  For example, Matomo’s web analytics solution guarantees the privacy of both your users and analytics data.

  With Matomo, you have complete ownership of your data. Unlike other web analytics solutions that exploit your data for advertising purposes, Matomo users can use analytics with confidence, knowing that their data won’t be sold to advertisers.

  Learn more about data privacy with Matomo here.

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  4. Intention

  When you collect and store data, you need to tell your users why you’re collecting their data. But there’s another principle of data ethics that goes beyond the reason you give your customers.

  Intention is the reason you give yourself for collecting and using the data.

  Before you start collecting and storing data, you should ask yourself the following :

  • Why you need it
  • What you’ll gain from it
  • What changes you’ll be able to make after you analyse the data

  If your intention is wrong in any way, it’s unethical to collect the data :

  • You’re collecting data to hurt others
  • You’re collecting data to profit from your users’ weaknesses
  • You’re collecting data for any other malicious reason

  When you collect data, you need to have the right intentions to maintain proper data ethics ; otherwise, you could harm your brand, break trust and ruin your reputation.

  5. Outcomes

  You may have the best intentions, but sometimes, there are negative outcomes from data use.

  For example, British Airways’ intention was not to allow hackers to gain access and harm their users. But the reality is that their customers’ data was stolen and used for malicious purposes. While this isn’t technically unlawful, the outcome of collecting data ended badly.

  To ensure proper data ethics, you must have good standing with your data. This means protecting your users at all costs, maintaining a good reputation and ensuring proper privacy measures are set up.

  How to implement data ethics as a business leader

  As a business leader, CTO or CEO, it’s your responsibility to implement data ethics within your organisation. Here are some tips to implement data ethics based on the size and stage of your organisation :

  Startups

  If you’re a startup, you need to be mindful of which technology and tools you use to collect, store and use data to help you grow your business.

  It can be a real challenge to juggle all the moving parts of a startup since things can change so quickly. However, it’s crucial to establish a leader and allow easy access to ethical analysis resources to maintain proper data ethics early on.

  Small and medium-sized businesses

  As you begin scaling, you’ll likely be using even more technology. With each new business technique you implement, there will be new ways you’ll be collecting user data. 

  One of the key processes involved in managing data as you grow is to hire engineers who build out different technologies. You must have protocols, best practices and management overseeing the new technologies being built to ensure proper data ethics.

  Global businesses

  Have you scaled internationally ?

  There will be even more rules, laws, regulations and organisations to answer to if you start managing data unethically.

  You should have established teams or departments to ensure you follow proper privacy and data protocols worldwide. When you have a large organisation, you have more money and vast amounts of data. This makes you a bigger target for leaks, ransomware and hackers.

  You should ensure you have cross-departmental groups working to establish ongoing protocols and training to keep your data management in good standing.

  Leverage data ethically with Matomo

  Data is powerful.

  It’s a crucial point of leverage that’s required to stay competitive.

  However, improper use and management of data can give you a bad reputation, break trust and even cause you legal trouble.

  That’s why you must maintain good data ethics within your organisation.

  One of the most important places to set up proper data ethics and privacy measures is with your website analytics.

  Matomo is the leading, privacy-friendly web analytics solution in the world. It automatically collects, stores, and tracks data across your website ethically.

  With over 1 million websites using Matomo, you get to take full control over your website performance with :

  • Accurate data (no data sampling)
  • Privacy-friendly and GDPR-compliant analytics
  • Open-source for transparency and to create a custom solution for you

  Try Matomo free for 21-days. No credit card required.

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