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• Making Your First-Party Data Work for You and Your Customers

  11 mars, par Alex Carmona

  At last count, 162 countries had enacted data privacy policies of one kind or another. These laws or regulations, without exception, intend to eliminate the use of third-party data. That puts marketing under pressure because third-party data has been the foundation of online marketing efforts since the dawn of the Internet.

  Marketers need to future-proof their operations by switching to first-party data. This will require considerable adjustment to systems and processes, but the reward will be effective marketing campaigns that satisfy privacy compliance requirements and bring the business closer to its customers.

  To do that, you’ll need a coherent first-party data strategy. That’s what this article is all about. We’ll explain the different types of personal data and discuss how to use them in marketing without compromising or breaching data privacy regulations. We’ll also discuss how to build that strategy in your business. 

  So, let’s dive in.

  The different data types

  There are four distinct types of personal data used in marketing, each subject to different data privacy regulations.

  Before getting into the different types, it’s essential to understand that all four may comprise one or more of the following :

  Identifying data	Name, email address, phone number, etc.
  Behavioural data	Website activity, app usage, wishlist content, purchase history, etc.
  Transactional data	Orders, payments, subscription details, etc.
  Account data	Communication preferences, product interests, wish lists, etc.
  Demographic data	Age, gender, income level, education, etc.
  Geographic Data	Location-based information, such as zip codes or regional preferences.
  Psychographic Data	Interests, hobbies and lifestyle preferences.

  First-party data

  When businesses communicate directly with customers, any data they exchange is first-party. It doesn’t matter how the interaction occurs : on the telephone, a website, a chat session, or even in person.

  Of course, the parties involved aren’t necessarily individuals. They may be companies, but people within those businesses will probably share at least some of the data with colleagues. That’s fine, so long as the data : 

  • Remains confidential between the original two parties involved, and 
  • It is handled and stored following applicable data privacy regulations.

  The core characteristic of first-party data is that it’s collected directly from customer interactions. This makes it reliable, accurate and inherently compliant with privacy regulations — assuming the collecting party complies with data privacy laws.

  A great example of first-party data use is in banking. Data collected from customer interactions is used to provide personalised services, detect fraud, assess credit risk and improve customer retention.

  Zero-party data

  There’s also a subset of first-party data, sometimes called zero-party data. It’s what users intentionally and proactively share with a business. It can be preferences, intentions, personal information, survey responses, support tickets, etc.

  What makes it different is that the collection of this data depends heavily on the user’s trust. Transparency is a critical factor, too ; visitors expect to be informed about how you’ll use their data. Consumers also have the right to withdraw permission to use all or some of their information at any time.

  

  Second-party data

  This data is acquired from a separate organisation that collects it firsthand. Second-party data is someone else’s first-party data that’s later shared with or sold to other businesses. The key here is that whoever owns that data must give explicit consent and be informed of who businesses share their data with.

  A good example is the cooperation between hotel chains, car rental companies, and airlines. They share joint customers’ flight data, hotel reservations, and car rental bookings, much like travel agents did before the internet undermined that business model.

  Third-party data

  This type of data is the arch-enemy of lawmakers and regulators trying to protect the personal data of citizens and residents in their country. It’s information collected by entities that have no direct relationship with the individuals whose data it is.

  Third-party data is usually gathered, aggregated, and sold by data brokers or companies, often by using third-party cookies on popular websites. It’s an entire business model — these third-party brokers sell data for marketing, analytics, or research purposes. 

  Most of the time, third-party data subjects are unaware that their data has been gathered and sold. Hence the need for strong data privacy regulations.

  Benefits of a first-party data strategy

  First-party data is reliable, accurate, and ethically sourced. It’s an essential part of any modern digital marketing strategy.

  More personalised experiences

  The most important application of first-party data is customising and personalising customers’ interactions based on real behaviours and preferences. Personalised experiences aren’t restricted to websites and can extend to all customer communication.

  The result is company communications and marketing messages are far more relevant to customers. It allows businesses to engage more meaningfully with them, building trust and strengthening customer relationships. Inevitably, this also results in stronger customer loyalty and better customer retention.

  Greater understanding of customers

  Because first-party data is more accurate and reliable, it can be used to derive valuable insights into customer needs and wants. When all the disparate first-party data points are centralised and organised, it’s possible to uncover trends and patterns in customer behaviour that might not be apparent using other data.

  This helps businesses predict and respond to customer needs. It also allows marketing teams to be more deliberate when segmenting customers and prospects into like-minded groups. The data can also be used to create more precise personas for future campaigns or reveal how likely a customer would be to purchase in response to a campaign.

  Build trust with customers

  First-party data is unique to a business and originates from interactions with customers. It’s also data collected with consent and is “owned” by the company — if you can ever own someone else’s data. If treated like the precious resource, it can help businesses build trust with customers.

  However, developing that trust requires a transparent, step-by-step approach. This gradually strengthens relationships to the point where customers are more comfortable sharing the information they’re asked for.

  However, while building trust is a long and sometimes arduous process, it can be lost in an instant. That’s why first-party data must be protected like the Crown Jewels.

  

  Components of a first-party data strategy

  Security is essential to any first-party data strategy, and for good reason. As Gartner puts it, a business must find the optimal balance between business outcomes and data risk mitigation. Once security is baked in, attention can turn to the different aspects of the strategy.

  Data collection

  There are many ways to collect first-party data ethically, within the law and while complying with data privacy regulations, such as Europe’s General Data Protection Regulation (GDPR). Potential sources include :

  Website activity	forms and surveys, behavioural tracking, cookies, tracking pixels and chatbots
  Mobile app interactions	in-app analytics, push notifications and in-app forms
  Email marketing	newsletter sign-ups, email engagement tracking, promotions, polls and surveys
  Events	registrations, post-event surveys and virtual event analytics
  Social media interaction	polls and surveys, direct messages and social media analytics
  Previous transactions	purchase history, loyalty programmes and e-receipts
  Customer service	call centre data, live chat, chatbots and feedback forms
  In-person interactions	in-store purchases, customer feedback and Wi-Fi sign-ins
  Gated content	whitepapers, ebooks, podcasts, webinars and video downloads
  Interactive content	quizzes, assessments, calculators and free tools
  CRM platforms	customer profiles and sales data
  Consent management	privacy policies, consent forms, preference setting

  Consent management

  It may be the final item on the list above, but it’s also a key requirement of many data privacy laws and regulations. For example, the GDPR is very clear about consent : “Processing personal data is generally prohibited, unless it is expressly allowed by law, or the data subject has consented to the processing.”

  For that reason, your first-party data strategy must incorporate various transparent consent mechanisms, such as cookie banners and opt-in forms. Crucially, you must provide customers with a mechanism to manage their preferences and revoke that consent easily if they wish to.

  Data management

  Effective first-party data management, mainly its security and storage, is critical. Most data privacy regimes restrict the transfer of personal data to other jurisdictions and even prohibit it in some instances. Many even specify where residents’ data must be stored.

  Consider this cautionary tale : The single biggest fine levied for data privacy infringement so far was €1.2 billion. The Irish Data Protection Commission imposed a massive fine on Meta for transferring EU users’ data to the US without adequate data protection mechanisms.

  Data security is critical. If first-party data is compromised, it becomes third-party data, and any customer trust developed with the business will evaporate. To add insult to injury, data regulators could come knocking. That’s why the trend is to use encryption and anonymisation techniques alongside standard access controls.

  Once security is assured, the focus is on data management. Many businesses use a Customer Data Platform. This software gathers, combines and manages data from many sources to create a complete and central customer profile. Modern CRM systems can also do that job. AI tools could help find patterns and study them. But the most important thing is to keep databases clean and well-organised to make it easier to use and avoid data silos.

  Data activation

  Once first-party data has been collected and analysed, it needs to be activated, which means a business needs to use it for the intended purpose. This is the implementation phase where a well-constructed first-party strategy pays off. 

  The activation stage is where businesses use the intelligence they gather to :

  • Personalise website and app experiences
  • Adapt marketing campaigns
  • Improve conversion rates
  • Match stated preferences
  • Cater to observed behaviours
  • Customise recommendations based on purchase history
  • Create segmented email campaigns
  • Improve retargeting efforts
  • Develop more impactful content

  Measurement and optimisation

  Because first-party data is collected directly from customers or prospects, it’s far more relevant, reliable, and specific. Your analytics and campaign tracking will be more accurate. This gives you direct and actionable insights into your audience’s behaviour, empowering you to optimise your strategies and achieve better results.

  The same goes for your collection and activation efforts. An advanced web analytics platform like Matomo lets you identify key user behaviour and optimise your tracking. Heatmaps, marketing attribution tools, user behaviour analytics and custom reports allow you to segment audiences for better traction (and collect even more first-party data).

  

  How to build a first-party data strategy

  There are five important and sequential steps to building a first-party data strategy. But this isn’t a one-time process. It must be revisited regularly as operating and regulatory environments change. There are five steps : 

  1. Audit existing data

  Chances are that customers already freely provide a lot of first-party data in the normal course of business. The first step is to locate this data, and the easiest way to do that is by mapping the customer journey. This identifies all the touchpoints where first-party data might be found.

  2. Define objectives

  Then, it’s time to step back and figure out the goals of the first-party data strategy. Consider what you’re trying to achieve. For example :

  • Reduce churn 
  • Expand an existing loyalty programme
  • Unload excess inventory
  • Improve customer experiences

  Whatever the objectives are, they should be clear and measurable.

  3. Implement tools and technology

  The first two steps point to data gaps. Now, the focus turns to ethical web analytics with a tool like Matomo. 

  To further comply with data privacy regulations, it may also be appropriate to implement a Consent Management Platform (CMP) to help manage preferences and consent choices.

  4. Build trust with transparency

  With the tools in place, it’s time to engage customers. To build trust, keep them informed about how their data is used and remind them of their right to withdraw their consent. 

  Transparency is crucial in such engagement, as outlined in the 7 GDPR principles.

  5. Continuously improve

  Rinse and repeat. The one constant in business and life is change. As things change, they expose weaknesses or flaws in the logic behind systems and processes. That’s why a first-party data strategy needs to be continually reviewed, updated, and revised. It must adapt to changing trends, markets, regulations, etc. 

  Tools that can help

  Looking back at the different types of data, it’s clear that some are harder and more bothersome to get than others. But capturing behaviours and interactions can be easy — especially if you use tools that follow data privacy rules.

  But here’s a tip. Google Analytics 4 isn’t compliant by default, especially not with Europe’s GDPR. It may also struggle to comply with some of the newer data privacy regulations planned by different US states and other countries.

  Matomo Analytics is compliant with the GDPR and many other data privacy regulations worldwide. Because it’s open source, it can be integrated with any consent manager.

  Get started today by trying Matomo for free for 21 days,
  no credit card required.

  Try Matomo for free

• Your Essential SOC 2 Compliance Checklist

  11 mars, par Daniel Crough — Privacy, Security

  With cloud-hosted applications becoming the norm, organisations face increasing data security and compliance challenges. SOC 2 (System and Organisation Controls 2) provides a structured framework for addressing these challenges. Established by the American Institute of Certified Public Accountants (AICPA), SOC 2 has become a critical standard for demonstrating trustworthiness to clients and partners.

  A well-structured SOC 2 compliance checklist serves as your roadmap to successful audits and effective security practices. In this post, we’ll walk through the essential steps to achieve SOC 2 compliance and explain how proper analytics practices play a crucial role in maintaining this important certification.

  Download SOC2 Checklist

  

  What is SOC 2 compliance ?

  SOC 2 compliance applies to service organisations that handle sensitive customer data. While not mandatory, this certification builds significant trust with customers and partners.

  According to the AICPA, “SOC 2 reports are intended to meet the needs of a broad range of users that need detailed information and assurance about the controls at a service organisation relevant to security, availability, and processing integrity of the systems the service organisation uses to process users’ data and the confidentiality and privacy of the information processed by these systems.“

  At its core, SOC 2 helps organisations protect customer data through five fundamental principles : security, availability, processing integrity, confidentiality, and privacy.

  Think of it as a seal of approval that tells customers, “We take data protection seriously, and here’s the evidence.”

  Companies undergo SOC 2 audits to evaluate their compliance with these standards. During these audits, independent auditors assess internal controls over data security, availability, processing integrity, confidentiality, and privacy.

  What is a SOC 2 compliance checklist ?

  A SOC 2 compliance checklist is a comprehensive guide that outlines all the necessary steps and controls an organisation needs to implement to achieve SOC 2 certification. It covers essential areas including :

  • Security policies and procedures
  • Access control measures
  • Risk assessment protocols
  • Incident response plans
  • Disaster recovery procedures
  • Vendor management practices
  • Data encryption standards
  • Network security controls

  SOC 2 compliance checklist benefits

  A structured SOC 2 compliance checklist offers several significant advantages :

  Preparedness

  Preparing for a SOC 2 examination involves many complex elements. A checklist provides a clear, structured path, breaking the process into manageable tasks that ensure nothing is overlooked.

  Resource optimisation

  A comprehensive checklist reduces time spent identifying requirements, minimises costly mistakes and oversights, and enables more precise budget planning for the compliance process.

  Better team alignment

  A SOC 2 checklist establishes clear responsibilities for team members and maintains consistent understanding across all departments, helping align internal processes with industry standards.

  Risk reduction

  Following a SOC 2 compliance checklist significantly reduces the risk of compliance violations. Systematically reviewing internal controls provides opportunities to catch security gaps early, mitigating the risk of data breaches and unauthorised access.

  Audit readiness

  A well-maintained checklist simplifies audit preparation, reduces stress during the audit process, and accelerates the certification timeline.

  Business growth

  A successful SOC 2 audit demonstrates your organisation’s commitment to data security, which can be decisive in winning new business, especially with enterprise clients who require this certification from their vendors.

  Challenges in implementing SOC 2

  Implementing SOC 2 presents several significant challenges :

  Time-intensive documentation

  Maintaining accurate records throughout the SOC 2 compliance process requires diligence and attention to detail. Many organisations struggle to compile comprehensive documentation of all controls, policies and procedures, leading to delays and increased costs.

  Incorrect scoping of the audit

  Misjudging the scope can result in unnecessary expenses and extended timelines. Including too many systems complicates the process and diverts resources from critical areas.

  Maintaining ongoing compliance

  After achieving initial compliance, continuous monitoring becomes essential but is often neglected. Regular internal control audits can be overwhelming, especially for smaller organisations without dedicated compliance teams.

  Resource constraints

  Many organisations lack sufficient resources to dedicate to compliance efforts. This limitation can lead to staff burnout or reliance on expensive external consultants.

  Employee resistance

  Staff members may view new security protocols as unnecessary hurdles. Employees who aren’t adequately trained on SOC 2 requirements might inadvertently compromise compliance efforts through improper data handling.

  Analytics and SOC 2 compliance : A critical relationship

  One often overlooked aspect of SOC 2 compliance is the handling of analytics data. User behaviour data collection directly impacts multiple Trust Service Criteria, particularly privacy and confidentiality.

  Why analytics matters for SOC 2

  Standard analytics platforms often collect significant amounts of personal data, creating potential compliance risks :

  1. Privacy concerns : Many analytics tools collect personal information without proper consent mechanisms
  2. Data ownership issues : When analytics data is processed on third-party servers, maintaining control becomes challenging
  3. Confidentiality risks : Analytics data might be shared with advertising networks or other third parties
  4. Processing integrity questions : When data is transformed or aggregated by third parties, verification becomes difficult

  How Matomo supports SOC 2 compliance

  

  Matomo’s privacy-first analytics approach directly addresses these concerns :

  1. Complete data ownership : With Matomo, all analytics data remains under your control, either on your own servers or in a dedicated cloud instance
  2. Consent management : Built-in tools for managing user consent align with privacy requirements
  3. Data minimisation : Configurable anonymisation features help reduce collection of sensitive personal data
  4. Transparency : Clear documentation of data flows supports audit requirements
  5. Configurable data retention : Set automated data deletion schedules to comply with your policies

  By implementing Matomo as part of your SOC 2 compliance strategy, you address key requirements while maintaining the valuable insights your organisation needs for growth.

  Conclusion

  A SOC 2 compliance checklist helps organisations meet critical security and privacy standards. By taking a methodical approach to compliance and implementing privacy-respecting analytics, you can build trust with customers while protecting sensitive data.

  Start your 21-day free trial — no credit card needed.

• How to fix av_interleaved_write_frame() broken pipe error in php

  31 mars, par Adekunle Adeyeye

  I have an issue using ffmpeg to stream audio and parse to google cloud speech to text in PHP.

  


  It returns this output.
I have tried delaying some part of the script, that did not solve it.
I have also checked for similar questions. however, they are mostly in python and none of the solutions actually work for this.

  


    built with gcc 8 (GCC)
  cpudetect
  libavutil      56. 31.100 / 56. 31.100
  libavcodec     58. 54.100 / 58. 54.100
  libavformat    58. 29.100 / 58. 29.100
  libavdevice    58.  8.100 / 58.  8.100
  libavfilter     7. 57.100 /  7. 57.100
  libavresample   4.  0.  0 /  4.  0.  0
  libswscale      5.  5.100 /  5.  5.100
  libswresample   3.  5.100 /  3.  5.100
  libpostproc    55.  5.100 / 55.  5.100
Input #0, mp3, from 'https://npr-ice.streamguys1.com/live.mp3':
  Metadata:
    icy-br          : 96
    icy-description : NPR Program Stream
    icy-genre       : News and Talk
    icy-name        : NPR Program Stream
    icy-pub         : 0
    StreamTitle     :
  Duration: N/A, start: 0.000000, bitrate: 96 kb/s
    Stream #0:0: Audio: mp3, 32000 Hz, stereo, fltp, 96 kb/s
Stream mapping:
  Stream #0:0 -> #0:0 (mp3 (mp3float) -> pcm_s16le (native))
Press [q] to stop, [?] for help
Output #0, s16le, to 'pipe:':
  Metadata:
    icy-br          : 96
    icy-description : NPR Program Stream
    icy-genre       : News and Talk
    icy-name        : NPR Program Stream
    icy-pub         : 0
    StreamTitle     :
    encoder         : Lavf58.29.100
    Stream #0:0: Audio: pcm_s16le, 16000 Hz, mono, s16, 256 kb/s
    Metadata:
      encoder         : Lavc58.54.100 pcm_s16le
**av_interleaved_write_frame(): Broken pipe** 256.0kbits/s speed=1.02x
**Error writing trailer of pipe:: Broken pipe**
size=      54kB time=00:00:01.76 bitrate= 250.8kbits/s speed=0.465x
video:0kB audio:55kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: unknown
Conversion failed!


  


  this is my PHP code

  


  require_once 'vendor/autoload.php';
    
    $projectId = "xxx-45512";
    putenv('GOOGLE_APPLICATION_CREDENTIALS=' . __DIR__ . '/xxx-45512-be3eb805f1d7.json');
    
    // Database connection
    $pdo = new PDO('mysql:host=localhost;dbname=', '', '');
    $pdo->setAttribute(PDO::ATTR_ERRMODE, PDO::ERRMODE_EXCEPTION);
    
    $url = "https://npr-ice.streamguys1.com/live.mp3";
    
    $ffmpegCmd = "ffmpeg -re -i $url -acodec pcm_s16le -ac 1 -ar 16000 -f s16le -";
    
    $fp = popen($ffmpegCmd, "r");
    if (!$fp) {
        die("Failed to open FFmpeg stream.");
    }
    sleep(5);

    try {
        $client = new SpeechClient(['transport' => 'grpc', 'credentials' => json_decode(file_get_contents(getenv('GOOGLE_APPLICATION_CREDENTIALS')), true)]);
    } catch (Exception $e) {
        echo 'Error: ' . $e->getMessage(); 
        exit;
    }
    
    $recognitionConfig = new RecognitionConfig([
        'auto_decoding_config' => new AutoDetectDecodingConfig(),
        'language_codes' => ['en-US'],
        'model' => 'long',
    ]);
    
    $streamingConfig = new StreamingRecognitionConfig([
        'config' => $recognitionConfig,
    ]);
    
    $configRequest = new StreamingRecognizeRequest([
        'recognizer' => "projects/$projectId/locations/global/recognizers/_",
        'streaming_config' => $streamingConfig,
    ]);
    
    
    function streamAudio($fp)
    {
        while (!feof($fp)) {
            yield fread($fp, 4096);
        }
    }
    
    $responses = $client->streamingRecognize([
    'requests' => (function () use ($configRequest, $fp) {
            yield $configRequest; // Send initial config
            foreach (streamAudio($fp) as $audioChunk) {
                yield new StreamingRecognizeRequest(['audio' => $audioChunk]);
            }
        })()]
    );
    
    // $responses = $speechClient->streamingRecognize();
    // $responses->writeAll([$request,]);
    
    foreach ($responses as $response) {
        foreach ($response->getResults() as $result) {
            $transcript = $result->getAlternatives()[0]->getTranscript();
            // echo "Transcript: $transcript\n";
    
            // Insert into the database
            $stmt = $pdo->prepare("INSERT INTO transcriptions (transcript) VALUES (:transcript)");
            $stmt->execute(['transcript' => $transcript]);
        }
    }
    
    
    pclose($fp);
    $client->close();


  


  I'm not sure what the issue is at this time.

  


  UPDATE

  


  I've done some more debugging and i have gotten the error to clear and to stream actually starts.
However, I expect the audio to transcribe and update my database but instead I get this error when i close the stream

  


  

  


  this is my updated code

  


      $handle = popen($ffmpegCommand, "r");

    try {
        $client = new SpeechClient(['transport' => 'grpc', 'credentials' => json_decode(file_get_contents(getenv('GOOGLE_APPLICATION_CREDENTIALS')), true)]);
    } catch (Exception $e) {
        echo 'Error: ' . $e->getMessage(); 
        exit;
    }
    
    try {
    $recognitionConfig = (new RecognitionConfig())
        ->setAutoDecodingConfig(new AutoDetectDecodingConfig())
        ->setLanguageCodes(['en-US'], ['en-UK'])
        ->setModel('long');
    } catch (Exception $e) {
        echo 'Error: ' . $e->getMessage(); 
        exit;
    }
    
    try {
        $streamConfig = (new StreamingRecognitionConfig())
        ->setConfig($recognitionConfig);
    } catch (Exception $e) {
        echo 'Error: ' . $e->getMessage();
        exit;
    }
    try {
        $configRequest = (new StreamingRecognizeRequest())
        ->setRecognizer("projects/$projectId/locations/global/recognizers/_")
        ->setStreamingConfig($streamConfig);
    } catch (Exception $e) {
        echo 'Error: ' . $e->getMessage(); 
        exit;
    }
    
    $stream = $client->streamingRecognize();
    $stream->write($configRequest);
    
    mysqli_query($conn, "INSERT INTO transcriptions (transcript) VALUES ('bef')");
    
    while (!feof($handle)) {
        $chunk = fread($handle, 25600);
        // printf('chunk: ' . $chunk);
        if ($chunk !== false) {
            try {
                $request = (new StreamingRecognizeRequest())
                        ->setAudio($chunk);
                    $stream->write($request);
            } catch (Exception $e) {
                printf('Errorc: ' . $e->getMessage());
            }
        }
    }
    
    
    $insr = json_encode($stream);
    mysqli_query($conn, "INSERT INTO transcriptions (transcript) VALUES ('$insr')");
    
    foreach ($stream->read() as $response) {
        mysqli_query($conn, "INSERT INTO transcriptions (transcript) VALUES ('loop1')");
        foreach ($response->getResults() as $result) {
            mysqli_query($conn, "INSERT INTO transcriptions (transcript) VALUES ('loop2')");
            foreach ($result->getAlternatives() as $alternative) {
                $trans = $alternative->getTranscript();
                mysqli_query($conn, "INSERT INTO transcriptions (transcript) VALUES ('$trans')");
            }
        }
    }
    
    pclose($handle);
    $stream->close();
    $client->close();```