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• The Guide to an Ethical Web : With Big Data Comes Big Responsibility

  13 mars, par Alex Carmona

  Roughly two-thirds of Earth’s 8 billion people use the internet for communication, education, entertainment, business and more. We are connected globally in ways previous generations could’ve never dreamed of. It’s been a wild ride, and we’re just starting.

  Many users have learned that experiences online can be a mix of good and bad. Sometimes, the bad can feel like it outweighs the good, particularly when large tech companies use our data shadily, cut corners on accessibility or act in any other way that devalues the human being behind the screen.

  As fellow internet citizens, what responsibility do we have to create a more ethical web for our customers ?

  In this article, we’ll look at ethical principles online and how to act (and not act) to build trust, reach customers regardless of ability, safeguard privacy and stay compliant while improving business outcomes.

  

  What is an “ethical web” ?

  When we talk about the ethical web, we’re talking about the use of the internet in an ethical way. Among other values, it involves transparency, consent and restraint. It applies the Golden Rule to the internet : Treat others (and their data and user experience) how you’d want yourself (and yours) to be treated. 

  With limited oversight, the internet has evolved in ways that often prioritise profit over user rights. While selling data or pushing cookies might seem logical in this context, they can undermine trust and reputation. And the tide is slowly but surely shifting as consumers and legislators push back.

  Consumers no longer want to buy from companies that will use their data in ways they don’t agree to. In 2022, 75% of UK and US consumers surveyed said they were uncomfortable purchasing from businesses with weak data ethics.

  Legislators worldwide have been taking part in this effort for nearly a decade, with laws like GDPR in the EU and LGPD in Brazil, as well as the various state laws in the US, like California’s CCPA and Virginia’s VCDPA. 

  Even tech giants are no longer above the law, like Meta, which was fined over a billion Euros for GDPR violations in 2023.

  

  These changes may make the internet feel less business-friendly at first glance, but ethical choices ultimately build a stronger digital ecosystem for both companies and consumers. 

  Likewise, all internet users alike can make this happen by shunning short-term profit and convenience for healthier, long-term choices and behaviour.

  As we dig into what it takes to build an ethical web, remember that no company or individual is free from mistakes in these areas nor is it an overnight fix. Progress is made one click at a time.

  Ethical SEO : Optimising your content and your ethics

  Content creation and search engine optimisation (SEO) require so much work that it’s hard to fault creators for not always abiding by search engine guidelines and seeking shortcuts – especially when there’s a sea of LinkedIn posts about how copying/pasting ChatGPT responses helped someone rank #1 for several keywords in one week.

  However, users turn to Google and other search engines for something of substance that will guide or entertain them.

  Content meets customer needs and is more likely to lead to sales when it’s well-written, original and optimised just enough to make it easier to find on the first page of results. This doesn’t happen when content teams dilute quality and waste a reader or viewer’s time on posts that will only yield a higher bounce rate.

  Some SEO pros do find success by building backlinks through private blog networks or crafting a million unedited posts with generative AI, but it’s short-lived. Google and other search engines always catch up, and their content plummets or gets penalised and delisted with every new update.

  Content teams can still rank at the top while sticking to ethical SEO principles. Here’s a sample list of dos and don’ts to get started :

  • Do put content quality above all else. Make content that serves the audience, not just a brand or partner ad network.
  • Do apply the E-E-A-T framework. Search engines value content written by authors who bring expertise, experience, authority and trust (E-E-A-T).
  • Don’t keyword stuff. This might have worked in the early days of SEO, but it hurts readability and now harms article performance.
  • Do use alt text as intended. While it can still help SEO, alt text should prioritise accessibility for users with screen readers.

  • Don’t steal content. Whether it’s violating copyright, copying/pasting other people’s content or simply paraphrasing without citation, companies should never steal content.
  • Don’t steal ideas. It’s okay to join in on a current conversation or trends in an industry, but content creators should be sure they have something valuable to add.
  • Do use AI tools as partners, not creators. AI can be an incredible aid in crafting content, but it should never be posted without a human’s touch.

  When we follow ethical SEO guidelines and get more clients with our content, how do we best handle their data ?

  Ethical data governance : Important principles and how to avoid data misuse

  Data governance comprises every aspect of how a company manages data, including storage, security, privacy, lifecycle management, setting policies and maintaining compliance with laws like GDPR and HIPAA.

  Applying data ethics to governance is doing it all in a transparent, restrained way that acknowledges an individual’s right to ownership over their data. 

  For organisations, this translates to getting consent to collect data and clearly spelling out how it will be stored and used — and sticking to it.

  If a user’s birth date is needed for legal reasons, it cannot be sold to a third party or later used for something else without explicit permission. Reusing data in ways that stray from its original purpose is a form of commingling, one of the data misuses that is easy for even well-intentioned teams to do accidentally.

  Ethical data governance also includes the vigilant safeguarding of users’ data and minimising potential privacy issues.

  Failing to implement and adhere to strong security measures leads to situations like the National Public Data (NPD) breach, where cyber criminals expose the addresses, phone numbers and social security numbers of hundreds of millions of people. This was due in large part to a weakness in storing login credentials and a lack of password policy enforcement.

  No one at NPD wanted this to happen, but security likely took a backseat to other business concerns, leading to the company’s filing for bankruptcy.

  More importantly, as a data broker that aggregates information from other sources, the people affected likely had no clue this organisation had been buying and selling their data. The companies originally entrusted with their information helped provide the leaked data, showing a lack of care for privacy.

  Situations like this reinforce the need for strict data protection laws and for companies to refine their data governance approach. 

  Businesses can improve their data governance posturing with managers and other higher-ups setting the right tone at the top. If leadership takes a firm and disciplined approach by setting and adhering to strong policies, the rest of the team will follow and minimise the chances of data misuse and security incidents.

  One way to start is by using tools that make the principles of data ethics easier to follow.

  Ethical web analytics : Drawing insights while respecting privacy

  Web analytics tools are designed to gather data about users and what they do while visiting a site.
  The most popular tool worldwide is Google Analytics (GA). Its brand name and feature set carry a lot of weight, but many former users have switched to alternatives due to dissatisfaction with the changes made in GA4 and reservations about the way Google handles data.

  

  Google is another tech giant that has been slapped with massive GDPR fines for issues over its data processing practices. It has run so afoul of compliance that it was banned in France and Austria for a while. Additionally, in the US Department of Justice’s ongoing antitrust lawsuit against Google, the company’s data tracking has been targeted for both how it affects users and potential rivals.

  Unlike GA, ethical web analytics tools allow websites to get the data they need while respecting user privacy.

  Matomo offers privacy protections like :

  • Providing data anonymisation and IP anonymisation
  • Allowing users the ability to not process personally identifiable information (PII)
  • Disabling the ability to track users across websites by default to make compliance easier
  • Giving users full control over their customer data without the risk of it getting into the hands of third parties
  • Much more

  We’re also fully transparent about how we handle your data on the web and in the Matomo Cloud and in how we build Matomo as an open-source tool. Our openness allows you to be more open with your customers and how you ethically use their data.

  There are other GDPR-compliant tools on the market, but some of them, like Adobe Analytics, require more setup from users for compliance, don’t grant full control over data and don’t offer on-premise options or consent-free tracking.

  Beyond tracking, there are other ways to make a user’s experience more enjoyable and ethical.

  Ethical user experience : User-friendliness, not user-hostility

  When designing a website or application, creating a positive user experience (UX) always comes first. 

  The UI should be simple to navigate, data and privacy policy information should be easy to find and customers should feel welcomed. They must never be tricked into consenting or installing. 

  When businesses resort to user-hostile tactics, the UX becomes a battle between the user and them. What may seem like a clever tactic to increase sign-ups can alienate potential customers and ruin a brand’s image. 

  Here are some best practices for creating a more ethical UX :

  Avoid dark patterns

  Dark patterns are UI designs and strategies that mislead users into paying for, agreeing to or doing something they don’t actually want. These designs are unethical because they’re manipulative and remove transparency and consent from the interaction. 

  In some cases, they’re illegal and can bring lawsuits. 

  In 2023, Italy’s Data Protection Authority (DPA) fined a digital marketing company €300,000 for alleged GDPR violations. They employed dark patterns by asking customers to accept cookies again after rejecting them and placing the option to reject cookies outside the cookie banner. 

  Despite their legality and 56% of surveyed customers losing trust in platforms that employ dark patterns, a review by the Organisation for Economic Co-operation and Development (OECD) found that 76% of the websites examined contained at least one dark pattern.

  

  If a company is worried that they may be relying on dark patterns, here are some examples of what to avoid :

  • Pre-ticking boxes to have users agree to third-party cookies, sign up for a newsletter, etc.
  • Complicated cookie banners without a one-click way to reject all unnecessary cookies
  • Hiding important text with text colour, under drop-down menus or requiring hovering over something with a mouse 
  • “Confirm shaming” users with emotionally manipulative language to delay subscription cancellations or opt out of tracking 

  Improve trust centres

  Trust centres are the sections of a website that outline how a company approaches topics like data governance, user privacy and security. 

  They should be easy to find and understand. If a user has a question about a company’s data policy, it should be one click away with language that doesn’t require a law degree to comprehend.

  Additionally, trust centres must cover all relevant details, including where data is stored and who does the subprocessing. This is an area where even some of the best-intentioned companies may miss the mark, but it’s also an easy fix and a great place to start creating a more ethical web.

  Embrace inclusivity

  People want to feel welcomed to the party — and deserve to be — regardless of their race, ethnicity, religion, gender identity, orientation or ability. 

  Inclusivity is great for customers and companies alike. 

  A study by the Unstereotype Alliance found that progressive marketing drove up short- and long-term sales, customer loyalty and purchase consideration. A Kantar study reported that 75% of surveyed customers around the world consider a company’s diversity and inclusivity when making a purchasing decision.

  An easy place to start embracing inclusivity is with a website’s blog images. The people in photos and cartoons should reflect a variety of different backgrounds.

  Another area to improve inclusivity is by making your site or app more accessible.

  Accessibility ethics : An internet for everyone

  Accessibility is designing your product in a way that everyone can enjoy or take part in, regardless of ability. Digital accessibility is applying this design to the web and applications by making accommodations like adding descriptive alt text to images for users with visual impairments.

  Just because someone has a hearing, vision, speech, mobility, neurological or other impairment doesn’t mean they have any less of a right to shop online, read silly listicles or get into arguments with strangers in the comment section.

  Beyond being the right thing to do, the Fable team shows there’s a strong business case for accessibility. People with disabilities have money to spend, and the accommodations businesses make for them often benefit people without disabilities, too – as anyone who streams with subtitles can attest.

  Despite being a win-win for greater inclusivity and business, much of the web is still inaccessible. WebAIM, a leader in web accessibility, studied a million web pages and found an average of over 55 accessibility errors per page.

  We must all play a more active role in improving the experience of our users with disabilities, and we can start with accessibility auditing and testing.

  An accessibility audit is an evaluation of how usable a site is for people with disabilities. It may be done in-house by an expert on a company’s team or, for better results, a third-party consultant who can give a fully objective audit.

  Auditing might consist of running an automated tool or manually checking your site, PDFs, emails and other materials for compliance with the Web Content Accessibility Guidelines list.

  Accessibility testing is narrower than auditing. It checks how accessibility or its absence looks in action. It can be done after a site, app, email or product is released, but it ideally starts in the development process.

  Testing should be done manually and with automated tools. Manual checks put developers in the position of their users, allowing them to get a better idea of what users are dealing with firsthand. Automated tools can save time and money, but there should always be manual testing in the process.

  Auditing gives teams an idea of where to start with improving accessibility, and testing helps make sure accommodations work as intended.

  Conclusion

  At Matomo, we strive to make the ethical web a reality, starting with web analytics.

  For our users, it means full compliance with stringent policies like GDPR and providing 100% accurate data. For their customers, it’s collecting only the data required to do the job and enabling cookieless configurations to get rid of annoying banners. 

  For both parties, it’s knowing that respect for privacy is one of our foundational values, whether it’s the ability to look under Matomo’s hood and read our open-source code, the option to store data on-premise to minimise the chances of it falling into the wrong hands or one of the other ways that we protect privacy.

  If you weren’t 100% ethical before, it’s never too late to change. You can even bring your Google Analytics data with you.

  Join us in our mission to improve the web. We can’t do it alone ! 

  Try Matomo free for 21 days

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• Unwrapping Matomo 5.2.0 – Bringing you enhanced security and performance

  25 décembre 2024, par Daniel Crough — Latest Releases

   As we tie a bow on 2024, we’re delighted to share our final gift of the year. Matomo 5.2.0 comes wrapped with new security features, privacy controls, and performance improvements to enhance your analytics experience.

   Enhanced security and privacy controls

  

  We’ve strengthened Matomo’s security framework with several key updates :

  • A new installer timestamp mechanism for on-premise installations creates a secure 72-hour installation window, preventing unauthorised access during setup
  • Enhanced account security features including a “This Wasn’t Me” link in password reset emails and location-based login alerts
  • The new Global List of Query URL parameters feature lets you refine tracking by excluding sensitive or unnecessary parameters from collection

  Tag manager improvements for better efficiency

  

  The Matomo Tag Manager now includes several features to streamline your workflow :

  • New Consent Management Platform (CMP) tags for CookieYes, OneTrust, and Axeptio, simplifying consent tracking implementatio.
  • A new copy feature for containers, tags, and triggers that reduces setup time and ensures consistency across multiple properties
  • Improved management tools for maintaining standardised tracking across websites

  Performance and reliability updates

  We’ve made technical improvements to enhance Matomo’s performance :

  • Full PHP 8.4 compatibility for improved performance and reliability
  • Optimised archiving processes including smarter handling of recent data
  • New recovery options for interrupted archiving processes
  • Specific improvements for TiDB compatibility, enhancing database performance for users of this engine

  Important to note : This release does not require any major database upgrade, making it easier to implement these improvements.

  Looking forward to 2025

  As we prepare to enter a new year, these updates reflect our ongoing commitment to providing privacy-focused analytics. We’re grateful to all our community contributors who have helped make this release possible. Special thanks to the Matomo community for their contributions to this release.

  Ready to explore these new features ? Update to Matomo 5.2.0 today and start the new year with enhanced security, efficiency, and control over your analytics data.

  From all of us at Matomo, thank you for being part of our journey. Here’s to another year of protecting privacy and empowering insights together !

  ---

  For a detailed overview of all changes and improvements, see our complete release notes or join the discussion in our community forums. If you’d like to contribute to making Matomo even better, learn more about getting involved with our open-source project.

• Fintech Content Marketing : 10 Best Practices & Growth Strategies

  24 juillet 2024, par Erin

  Content marketing is an effective strategy for growth and building trust. This is especially true in the fintech industry, where competition is intense and trust is crucial. Content marketing helps you strengthen customer relationships, engage your audience, and differentiate yourself from competitors.

  To get the most out of your fintech content marketing, you need to develop the right strategy.

  In this guide, we’ll cover everything you need to know about content marketing for fintech companies so you can expand your reach and grow your business.

  What is fintech content marketing ?

  Fintech content marketing is creating content around financial topics on the internet to attract, engage, and convert audiences.

  Fintech companies can use a content strategy to drive leads by creating educational content.

  

  While financial content is important, it’s easy for it to feel boring, unrelatable, or confusing. But, when done right, fintech companies can educate their audiences with great content marketing that helps their audience understand financial topics in-depth.

  Fintech companies can create written, audio, or video content to inform their audiences about financial topics they’re interested in.

  From there, each piece of content can then be distributed to different mediums :

  • Blogs
  • Website
  • Facebook
  • YouTube
  • Instagram
  • Other websites
  • Apps
  • And more

  Once content is distributed, fintech companies can then analyse how effective the content is by tracking web analytics data like search engine traffic, social media engagement, and new customers.

  7 reasons fintech companies need content marketing

  Before we dive into fintech content marketing best practices, let’s recap why fintech companies need to lean into content to grow their business.

  Here are seven reasons your financial company needs to deploy a robust content strategy :

  

  1. Reach new audiences

  If you want to grow your fintech company, you need to find new customers. Creating content is a proven path to marketing yourself online and attracting a larger audience.

  By using search engine optimisation (SEO), social media marketing, and YouTube, you can expand your audience and grow your customer base.

  With content marketing, you can find new audiences without needing a massive budget, making scaling easier.

  2. Engage current audience

  While content can be a powerful method to reach new customers, it isn’t the only thing it’s good for.

  If you want to grow your business, another way to leverage your content is to keep your current audience engaged.

  You can create financial content to educate, inform, and add value to your current audience who already knows you. Repurposing content between the different platforms your audience is on keeps them engaged with you and your brand.

  It’s a simple way to capture and keep the attention of your audience, build trust, and convert more prospects into customers.

  3. Build relationships with customers

  You should leverage content marketing in various spaces, such as social media, your website, a blog, or even YouTube. Creating content on different channels allows you to build relationships with your customers on autopilot.

  The general rule in marketing is that the more touch points you have with your customers, the more you’ll sell. Creating more content means you always have new opportunities to increase those touchpoints, build deeper relationships, and sell more.

  4. Grow authority in a space

  If you want people to trust you and your financial tech, you need to be seen as an authority. How can someone trust that your app or web platform will help them with their finances if they don’t trust you’re a financial expert ?

  You should use informative content to become a thought leader in your space. You can post content on social media or your own platforms.

  You can also spread your authority by leveraging other brands’ or influencers’ audiences through guest blog posting and guest podcasting.

  5. Drive new leads

  Content marketing isn’t just a fun hobby for businesses. It’s one of the smartest ways to drive new leads.

  You should be crafting content for your top-of-funnel marketing strategy to attract potential customers.

  Creating content consistently is a great way to bring in new audience members into your funnel.

  Once you grow your top-of-funnel audience, you can convert them into leads by getting them to join your email list or trial your financial software.

  One tip to get more out of your content strategy is creating evergreen content to continually drive leads. For example, create “set-it-and-forget it” blog posts or YouTube videos that will continue working for you daily to attract new audience members searching for helpful financial information. Then, provide a call to action on that content to join your email list (by leveraging a lead magnet).

  6. Convert prospects to customers

  When you have a continual flow of new top-of-funnel prospects, you always have a fresh cycle of prospects you can convert into customers.

  Content is primarily used to attract new audience members and engage your current audience at the top of your funnel. But it can also be used to convert your audience into customers.

  Try mixing up your content types to drive conversions :

  • Educational
  • Entertaining
  • Promotional

  Don’t just show off educational content.

  You should also mix in “authority” content by displaying case studies of user success stories and calling to action to sign up for a free trial or request a demo.

  7. Lower Customer Acquisition Cost (CAC)

  On the business side, if you want a marketing strategy that will keep expenses low long term, you’ll want to invest more in content.

  Content marketing has a great return on investment (ROI) for your time and effort.

  Why ?

  Because the customer acquisition costs (CAC) are so low.

  You can create content that can bring in leads for months if not years.

  If you only use Google or Facebook ads to drive new leads, you always have to “pay-to-play.” When you turn the advertising tap off, your leads dry up.

  But, with blogs and videos, you can create content that can bring in organic customers on repeat. It’s like a snowball effect that keeps going long after you’ve completed the initial work.

  10 fintech content marketing best practices

  Here are ten best practices to establish a strong content marketing strategy as a fintech company :

  

  1. Set SMART goals

  A good content strategy starts with goal-setting. You’ll never get there if you don’t know where you’re going.

  To make sure your fintech content marketing strategy is a success, you need to set SMART goals :

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

  For example, you might set a goal to reach 20,000 blog visits in one year and convert blog visits at a rate of 3%.

  Setting clear content goals will streamline operations, so you stay consistent and get the most out of your efforts.

  3. Be transparent

  Transparency is crucial for fintech companies, as they handle sensitive financial data and, in many cases, monetary transactions.

  It’s essential for you to be open and clear about your products, services, and data practices. By being honest about privacy and security measures, fintechs can build and maintain trust with their customers.

  This transparency not only helps in establishing credibility but also ensures customers feel confident about how their financial information is managed and protected.

  

  4. Take an education-first approach

  Content isn’t just about “hooking” or entertaining your audience. That’s just one aspect of a content strategy.

  The best approach to building authority and converting leads from your content is to take an education-first approach.

  Remember above, when we touched on understanding your ICP ? You need to know your ICP’s interests and pain points inside and out and then map your product’s strengths to those that are relevant.

  Always start with your ICP, then build the content strategy around them based on your product.

  Find connections and identify how your product can address the ICP’s interests and pain points.

  For example, let’s say your ICPs are Gen Z consumers. They’re interested in independence and saving for future goals. Their pain points might include lack of investment knowledge and managing student debts and other loans.

  Let’s say your product is a personal finance app. Some of your benefits might be budget tracking and beginner-friendly investment options. You could create a content strategy around budgeting in your 20s and investing for beginners.

  Content strategies will vary widely based on your ICP. For instance, content for a fintech company targeting those approaching retirement will need a different focus compared to that aimed at younger consumers.

  Remember : practical, step-by-step, value-driven content performs best regarding conversions.

  5. Leverage the right tools

  If you’re going to succeed with content, you need to lean on the right tools.

  Here are a few types of tools you should consider (and recommendations) :

  • Project management (i.e., Asana)
  • Content management system (i.e., WordPress)
  • Content scheduling (i.e., Hootsuite)
  • Design (i.e., Canva)
  • SEO (i.e., Ahrefs)
  • Web analytics (i.e., Matomo)

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  6. Promote your content on different platforms

  You’ll want to promote your fintech content marketing strategy on different channels and platforms to get the most out of your fintech content marketing strategy.

  Start with one core platform before you pick a few platforms to promote your content. You should leverage at least one social media platform.

  Then, create a blog and an email newsletter to ensure you create multiple touchpoints.

  Here are some tips on how to pick the right platform :

  • Consider age range (i.e. TikTok for a younger audience, Facebook for an older audience)
  • Consider your preferred content type (YouTube for long-form video, X for short-form written content
  • Consider your competition (i.e. go where competitive fintech companies already are)

  7. Track results 

  How do you know if you’re on pace to reach the SMART goals you set earlier ?

  By tracking your results. 

  You should dive into your data regularly to ensure your content is working. Make sure to track social media, email marketing, and web results.

  Keep a close eye on your website KPIs and track your conversions to ensure a return on investment (ROI). For more detailed guidance on monitoring your website’s performance, check out our blog on how to check website traffic as accurately as possible.

  Remember, a data-driven approach is the best way to stay on track with your content goals.

  8. Establish a content leader

  Your content marketing needs a leader. You should establish someone on your marketing team to oversee your content plan. 

  They should ensure they collaborate well with different teams, understand social media and SEO, and know how to manage projects.

  Most of all, don’t forget that they’re in charge of tracking your data and reporting to higher-ups, so they should be comfortable with web analytics and know how to track performance well.

  9. Optimise for SEO

  It’s not enough to create a weekly blog post. You could craft the most valuable content on your website, but nobody will find it online if it isn’t optimised for SEO.

  Your content leader should analyse SEO data using a tool like Ahrefs or SEMrush to analyse different keywords to target in your content. 

  A web analytics tool like Matomo can then be used to track results. Matomo offers traditional web analytics, including pageviews, bounce rate, and sources of traffic, alongside features like heatmaps, session recordings, and A/B testing.

  These advanced features provide deeper insights into how users interact with your site and content, helping you pinpoint areas for improvement. Improving the user experience based on these insights can then positively impact your Google rankings.

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

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  10. Stay compliant

  Fintech is a highly regulated industry. Keeping this in mind, you need to ensure you take the necessary steps to ensure you remain compliant with all applicable laws and regulations.

  Non-compliance can result in severe penalties.

  Given these high standards, it’s crucial to ensure that user data remains private and secure. Matomo helps with this by providing a compliant web analytics solution that respects user privacy. With Matomo, you can confidently manage compliance and build trust with your customers while also reliably tracking the performance of your content marketing.

  

  Drive your content marketing strategy with Matomo

  Leaning into content marketing can be one of the best ways your fintech company can attract, engage, convert, and retain your audience.

  By creating high-quality content for your audience on social media, YouTube, and your website, you can establish your brand as an authority to grow your business for years to come.

  But remember, you need to make sure you’re only using privacy-friendly, compliant tools to protect your audience’s data.

  Thankfully, Matomo has you covered.

  As a privacy-friendly web analytics tool, Matomo ensures that your website data is tracked and stored in compliance with privacy laws.

  Trusted by over 1 million websites, it offers reliable data without sampling, guaranteeing accuracy. Matomo is designed to be fully compliant with privacy regulations such as GDPR and CCPA, while also providing advanced features like heatmaps, session recordings, and A/B testing to help you track and enhance your website’s performance.

  Request a demo to see how Matomo can benefit your fintech business now.

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