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• How to make Matomo GDPR compliant in 12 steps

  3 avril 2018, par InnoCraft

  Important note : this blog post has been written by digital analysts, not lawyers. The purpose of this article is to briefly show you where Matomo is entering into play within the GDPR process. This work comes from our interpretation of the UK privacy commission : ICO. It cannot be considered as professional legal advice. So as GDPR, this information is subject to change. We strongly advise you to have a look at the different privacy authorities in order to have up to date information.

  The General Data Protection Regulation (EU) 2016/679, also referred to RGPD in French, Datenschutz-Grundverordnung, DS-GVO in German, is a regulation on data protection and privacy for all individuals within the European Union. It concerns organizations worldwide dealing with EU citizens and will come into force on the 25th May 2018.

  The GDPR applies to ‘personal data’ meaning any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier. It includes cookies, IP addresses, User ID, location, and any other data you may have collected.

  We will list below the 12 steps recommended by the UK privacy commissioner in order to be GDPR compliant and what you need to do for each step.

  The 12 steps of GDPR compliance according to ICO and how it fit with Matomo

  As mentioned in one of our previous blog post about GDPR, if you are not collecting any personal data with Matomo, then you are not concerned about what is written below.

  If you are processing personal data in any way, here are the 12 steps to follow along with some recommendations on how to be GDPR compliant with Matomo :

  1 – Awareness

  Make sure that people within your organization know that you are using Matomo in order to analyze traffic on the website/app. If needed, send them the link to the “What is Matomo ?” page.

  2 – Information you hold

  List all the personal data you are processing with Matomo within your record of processing activities. We are personally using the template provided by ICO which is composed of a set of 30 questions you need to answer regarding your use of Matomo. We have published an article which walks you through the list of questions specifically in the use case of Matomo Analytics. Please be aware that personal data may be also tracked in non-obvious ways for example as part of page URLs or page titles.

  3 – Communicating privacy information

  a – Add a privacy notice

  Add a privacy notice wherever you are using Matomo in order to collect personal data. Please refer to the ICO documentation in order to learn how to write a privacy notice. You can learn more in our article about creating your privacy notice for Matomo Analytics. Make sure that a privacy policy link is always available on your website or app.

  b – Add Matomo to your privacy policy page

  Add Matomo to the list of technologies you are using on your privacy policy page and add all the necessary information to it as requested in the following checklist. To learn more check out our article about Privacy policy.

  4 – Individuals’ rights

  Make sure that your Matomo installation respects all the individuals’ rights. To make it short, you will need to know the features in Matomo that you need to use to respect user rights (right of access, right of rectification, right of erasure…). These features are available starting in Matomo 3.5.0 released on May 8th : GDPR tools for Matomo (User guide).

  5 – Subject access requests

  Make sure that you are able to answer an access request from a data subject for Matomo. For example, when a person would like to access her or his personal data that you have collected about her or him, then you will need to be you able to provide her or him with this information. We recommend you design a process for this like “Who is dealing with it ?” and check that it is working. If you can answer to the nightmare letter, then you are ready. The needed features for this in Matomo will be available soon.

  6 – Lawful basis for processing personal data

  There are different lawful basis you can use under GDPR. It can be either “Legitimate interest” or “Explicit consent”. Do not forget to mention it within your privacy policy page. Read more in our article about lawful basis.

  7 – Consent

  Users should be able to remove their consent at any time. By chance, Matomo is providing a feature in order to do just that : add the opt-out feature to your privacy policy page.
  We are also offering a tool that allows you optionally to require consent before any data is tracked. This will be useful if a person should be only tracked after she or he has given explicit consent to be tracked.

  8 – Children

  If your website or app is targeted for children and you are using Matomo, extra measures will need to be taken. For example you will need to write your privacy policy even more clear and moreover getting parents consent if the child is below 13. As it is a very specific case, we strongly recommend you to follow this link for further information.

  9 – Data breaches

  As you may be collecting personal data with Matomo, you should also check your “data breach procedure” to define if a leak may have consequences on the privacy of the data subject. Please consult ICO’s website for further information.

  10 – Data Protection by Design and Data Protection Impact Assessments

  Ask yourself if you really need to process personal data within Matomo. If the data you are processing within Matomo is sensitive, we strongly recommend you to make a Data Protection Impact Assessment. A software is available from the The open source PIA software helps to carry out data protection impact assessment, by French Privacy Commissioner : CNIL.

  11 – Data Protection Officers

  If you are reading this article and you are the Data Protection Officer (DPO), you will not be concerned by this step. If that’s not the case, your duty is to provide to the DPO (if your business has a DPO) our blog post in order for her or him to ask you questions regarding your use of Matomo. Note that your DPO can also be interested in the different data that Matomo can process : “What data does Matomo track ?” (FAQ).

  12 – International

  Matomo data is hosted wherever you want. So according to the location of the data, you will need to show specific safeguard except for EU. For example regarding the USA, you will have to check if your web hosting platform is registered to the Privacy Shield : privacyshield.gov/list
  Note : our Matomo cloud infrastructure is based in France.

  That’s the end of this blog post. As GDPR is a huge topic, we will release many more blog posts in the upcoming weeks. If there are any Matomo GDPR topic related posts you would like us to write, please feel free to contact us.

  The post How to make Matomo GDPR compliant in 12 steps appeared first on Analytics Platform - Matomo.

• Hung out to dry

  31 mai 2013, par Mans — Law and liberty

  Outrage was the general reaction when Google recently announced their dropping of XMPP server-to-server federation from Hangouts, as the search giant’s revamped instant messaging platform is henceforth to be known. This outrage is, however, largely unjustified ; Google’s decision is merely a rational response to issues of a more fundamental nature. To see why, we need to step back and look at the broader instant messaging landscape.

  A brief history of IM

  The term instant messaging (IM) gained popularity in the mid-1990s along with the rise of chat clients such as ICQ, AOL Instant Messenger, and later MSN Messenger. These all had one thing in common : they were closed systems. Although global in the sense of allowing access from anywhere on the Internet, communication was possible only within each network, and only using the officially sanctioned client software. Contrast this with email, where users are free to choose any service provider as well as client software, inter-server communication over open protocols delivering messages to their proper destinations.

  The email picture has, however, not always been so rosy. During the 1970s and 80s a multitude of incompatible email systems (e.g. UUCP and X.400) were in more or less widespread use on various networks. As these networks gave way to the ARPANET/Internet, so did their mail systems to the SMTP email we all use today. A similar consolidation has yet to occur in the area of instant messaging.

  Over the years, a few efforts towards a cross-domain instant messaging have been undertaken. One early example is the Zephyr system created as part of Project Athena at MIT in the late 1980s. While it never saw significant uptake, it is still in use at a few universities. A more successful story is that of XMPP. Conceived under the name Jabber in the late 1990s, XMPP is an open standard specified in a set of IETF RFCs. In addition to being open, a distinguishing feature of XMPP compared to other contemporary IM systems is its decentralised nature, server-to-server connections allowing communication between users with accounts on different systems. Just like email.

  The social network

  A more recent emergence on the Internet is the social network. Although not the first of its kind, Facebook was the first to achieve its level of penetration, both geographically and across social groups. A range of messaging options, including email-style as well as instant messaging (chat), are available, all within the same web interface. What it does not allow is communication outside the Facebook network. Other social networks operate in the same spirit.

  The popularity of social networks, to the extent that they for many constitute the primary means of communication, has in a sense brought back fragmented networks of the 1980s. Even though they share infrastructure, up to and including the browser application, the social networks create walled-off regions of the Internet between which little or no exchange is possible.

  The house that Google built

  In 2005, Google launched Talk, an XMPP-based instant messaging service allowing users to connect using either Google’s official client application or any third-party XMPP client. Soon after, server-to-server federation was activated, enabling anyone with a Google account to exchange instant messages with users of any other federated XMPP service. An in-browser chat interface was also added to Gmail.

  It was arguably only with the 2011 introduction of Google+ that Google, despite its previous endeavours with Orkut and Buzz, had a viable contender in the social networking space. Since its inception, Google+ has gone through a number of changes where features have been added or reworked. Instant messaging within Google+ was until recently available only in mobile clients. On the desktop, the sole messaging option was Hangouts which, although featuring text chat, cannot be considered instant messaging in the usual sense.

  With a sprawling collection of messaging systems (Talk, Google+ Messenger, Hangouts), some action to consolidate them was a logical step. What we got was a unification under the Hangouts name. A redesigned Google+ now sports in-browser instant messaging similar the the Talk interface already present in Gmail. At the same time, the standalone desktop Talk client is discontinued, as is the Messenger feature in mobile Google+. All together, the changes make for a much less confusing user experience.

  The sky is falling down

  Along with the changes to the messaging platform, one announcement stoked anger on the Internet : Google’s intent to discontinue XMPP federation (as of this writing, it is still operational). Google, the (self-described) champions of openness on the Internet were seen to be closing their doors to the outside world. The effects of the change are, however, not quite so earth-shattering. Of the other major messaging networks to offer XMPP at all (Facebook, Skype, and the defunct Microsoft Messenger), none support federation ; a Google user has never been able to chat with a Facebook user.

  XMPP federation appears to be in use mainly by non-profit organisations or individuals running their own servers. The number of users on these systems is hard to assess, though it seems fair to assume it is dwarfed by the hundreds of millions using Google or Facebook. As such, the overall impact of cutting off communication with the federated servers is relatively minor, albeit annoying for those affected.

  A fragmented world

  Rather than chastising Google for making a low-impact, presumably founded, business decision, we should be asking ourselves why instant messaging is still so fragmented in the first place, whereas email is not. The answer can be found by examining the nature of entities providing these services.

  Ever since the commercialisation of the Internet started in the 1990s, email has been largely seen as being part of the Internet. Access to email was a major selling point for Internet service providers ; indeed, many still use the email facilities of their ISP. Instant messaging, by contrast, has never come as part of the basic offering, rather being a third-party service running on top of the Internet.

  Users wishing to engage in instant messaging have always had to seek out and sign up with a provider of such a service. As the IM networks were isolated, most would choose whichever service their friends were already using, and a small number of networks, each with a sustainable number of users, came to dominate. In the early days, dedicated IM services such as ICQ were popular. Today, social networks have taken their place with Facebook currently in the dominant position. With the new Hangouts, Google offers its users the service they want in the way they have come to expect.

  Follow the money

  We now have all the pieces necessary to see why inter-domain instant messaging has never taken off, and the answer is simple : the major players have no commercial incentive to open access to their IM networks. In fact, they have good reason to keep the networks closed. Ensuring that a person leaving the network loses contact with his or her friends, increases user retention by raising the cost of switching to another service. Monetising users is also better facilitated if they are forced to remain on, say, Facebook’s web pages while using its services rather than accessing them indirectly, perhaps even through a competing (Google, say) frontend. The users do not generally care much, since all their friends are already on the same network as themselves.

  While Google Talk was a standalone service, only loosely coupled to other Google products, these aspects were of lesser importance. After all, Google still had access to all the messages passing through the system and could analyse them for advert targeting purposes. Now that messaging is an integrated part of Google+, and thus serves as a direct competitor to the likes of Facebook, the situation has changed. All the reasons for Facebook not to open its network now apply equally to Google as well.

• Segmentation Analytics : How to Leverage It on Your Site

  27 octobre 2023, par Erin — Analytics Tips

  The deeper you go with your customer analytics, the better your insights will be.

  The result ? Your marketing performance soars to new heights.

  Customer segmentation is one of the best ways businesses can align their marketing strategies with an effective output to generate better results. Marketers know that targeting the right people is one of the most important aspects of connecting with and converting web visitors into customers.

  By diving into customer segmentation analytics, you’ll be able to transform your loosely defined and abstract audience into tangible, understandable segments, so you can serve them better.

  In this guide, we’ll break down customer segmentation analytics, the different types, and how you can delve into these analytics on your website to grow your business.

  What is customer segmentation ?

  Before we dive into customer segmentation analytics, let’s take a step back and look at customer segmentation in general. 

  Customer segmentation is the process of dividing your customers up into different groups based on specific characteristics.

  These groups could be based on demographics like age or location or behaviours like recent purchases or website visits. 

  By splitting your audience into different segments, your marketing team will be able to craft highly targeted and relevant marketing campaigns that are more likely to convert.

  Additionally, customer segmentation allows businesses to gain new insights into their audience. For example, by diving deep into different segments, marketers can uncover pain points and desires, leading to increased conversion rates and return on investment.

  But, to grasp the different customer segments, organisations need to know how to collect, digest and interpret the data for usable insights to improve their business. That’s where segmentation analytics comes in.

  What is customer segmentation analytics ?

  Customer segmentation analytics splits customers into different groups within your analytics software to create more detailed customer data and improve targeting.

  

  With customer segmentation, you’re splitting your customers into different groups. With customer segmentation analytics, you’re doing this all within your analytics platform so you can understand them better.

  One example of splitting your customers up is by country. For example, let’s say you have a global customer base. So, you go into your analytics software and find that 90% of your website visitors come from five countries : the UK, the US, Australia, Germany and Japan.

  In this area, you could then create customer segmentation subsets based on these five countries. Moving forward, you could then hop into your analytics tool at any point in time and analyse the segments by country. 

  For example, if you wanted to see how well your recent marketing campaign impacted your Japanese customers, you could look at your Japanese subset within your analytics and dive into the data.

  The primary goal of customer segmentation analytics is to gather actionable data points to give you an in-depth understanding of your customers. By gathering data on your different audience segments, you’ll discover insights on your customers that you can use to optimise your website, marketing campaigns, mobile apps, product offerings and overall customer experience.

  Rather than lumping your entire customer base into a single mass, customer segmentation analytics allows you to meet even more specific and relevant needs and pain points of your customers to serve them better.

  By allowing you to “zoom in” on your audience, segmentation analytics helps you offer more value to your customers, giving you a competitive advantage in the marketplace.

  5 types of segmentation

  There are dozens of different ways to split up your customers into segments. The one you choose depends on your goals and marketing efforts. Each type of segmentation offers a different view of your customers so you can better understand their specific needs to reach them more effectively.

  While you can segment your customers in almost endless ways, five common types the majority fall under are :

  

  Geographic

  Another way to segment is by geography.

  This is important because you could have drastically different interests, pain points and desires based on where you live.

  If you’re running a global e-commerce website that sells a variety of clothing products, geographic segmentation can play a crucial role in optimising your website.

  For instance, you may observe that a significant portion of your website visitors are from countries in the Southern Hemisphere, where it’s currently summer. On the other hand, visitors from the Northern Hemisphere are experiencing winter. Utilising this information, you can tailor your marketing strategy and website accordingly to increase sells.

  Where someone comes from can significantly impact how they will respond to your messaging, brand and offer.

  Geographic segmentation typically includes the following subtypes :

  • Cities (i.e., Austin, Paris, Berlin, etc.)
  • State (i.e., Massachusetts)
  • Country (i.e., Thailand)

  Psychographic

  Another key segmentation type of psychographic. This is where you split your customers into different groups based on their lifestyles.

  Psychographic segmentation is a method of dividing your customers based on their habits, attitudes, values and opinions. You can unlock key emotional elements that impact your customers’ purchasing behaviours through this segmentation type.

  Psychographic segmentation typically includes the following subtypes :

  • Values
  • Habits
  • Opinions

  Behavioural

  While psychographic segmentation looks at your customers’ overall lifestyle and habits, behavioural segmentation aims to dive into the specific individual actions they take daily, especially when interacting with your brand or your website.

  Your customers won’t all interact with your brand the same way. They’ll act differently when interacting with your products and services for several reasons. 

  Behavioural segmentation can help reveal certain use cases, like why customers buy a certain product, how often they buy it, where they buy it and how they use it.

  By unpacking these key details about your audience’s behaviour, you can optimise your campaigns and messaging to get the most out of your marketing efforts to reach new and existing customers.

  Behavioural segmentation typically includes the following subtypes :

  • Interactions
  • Interests
  • Desires

  Technographic

  Another common segmentation type is technographic segmentation. As the name suggests, this technologically driven segment seeks to understand how your customers use technology.

  While this is one of the newest segmentation types marketers use, it’s a powerful method to help you understand the types of tech your customers use, how often they use it and the specific ways they use it.

  Technographic segmentation typically includes the following subtypes :

  • Smartphone type
  • Device type : smartphone, desktop, tablet
  • Apps
  • Video games

  Demographic

  The most common approach to segmentation is to split your customers up by demographics. 

  Demographic segmentation typically includes subtypes like language, job title, age or education.

  This can be helpful for tailoring your content, products, and marketing efforts to specific audience segments. One way to capture this information is by using web analytics tools, where language is often available as a data point.

  However, for accurate insights into other demographic segments like job titles, which may not be available (or accurate) in analytics tools, you may need to implement surveys or add fields to forms on your website to gather this specific information directly from your visitors.

  How to build website segmentation analytics

  With Matomo, you can create a variety of segments to divide your website visitors into different groups. Matomo’s Segments allows you to view segmentation analytics on subsets of your audience, like :

  • The device they used while visiting your site
  • What channel they entered your site from
  • What country they are located
  • Whether or not they visited a key page of your website
  • And more

  While it’s important to collect general data on every visitor you have to your website, a key to website growth is understanding each type of visitor you have.

  For example, here’s a screenshot of how you can segment all of your website’s visitors from New Zealand :

  

  The criteria you use to define these segments are based on the data collected within your web analytics platform.

  Here are some popular ways you can create some common themes on Matomo that can be used to create segments :

  Visit based segments

  Create segments in Matomo based on visitors’ patterns. 

  For example :

  • Do returning visitors show different traits than first-time visitors ?
  • Do people who arrive on your blog experience your website differently than those arriving on a landing page ?

  This information can inform your content strategy, user interface design and marketing efforts.

  Demographic segments

  Create segments in Matomo based on people’s demographics. 

  For example :

  • User’s browser language
  • Location

  This can enable you to tailor your approach to specific demographics, improving the performance of your marketing campaigns.

  Technographic segments

  Create segments in Matomo based on people’s technographics. 

  For example :

  • Web browser being used (i.e., Chrome, Safari, Firefox, etc.)
  • Device type (i.e., smartphone, tablet, desktop)

  This can inform how to optimise your website based on users’ technology preferences, enhancing the effectiveness of your website.

  Interaction based segments

  Create segments in Matomo based on interactions. 

  For example :

  • Events (i.e., when someone clicks a specific URL on your website)
  • Goals (i.e., when someone stays on your site for a certain period)

  Insights from this can empower you to fine-tune your content and user experience for increasing conversion rates.

  

  Campaign-based segments

  Create segments in Matomo based on campaigns. 

  For example :

  • Visitors arriving from specific traffic sources
  • Visitors arriving from specific advertising campaigns

  With these insights, you can assess the performance of your marketing efforts, optimise your ad spend and make data-driven decisions to enhance your campaigns for better results.

  Ecommerce segments

  Create segments in Matomo based on ecommerce. 

  For example :

  • Visitors who purchased vs. those who didn’t
  • Visitors who purchased a specific product

  This allows you to refine your website and marketing strategy for increased conversions and revenue.

  Leverage Matomo for your segmentation analytics

  By now, you can see the power of segmentation analytics and how they can be used to understand your customers and website visitors better. By breaking down your audience into groups, you’ll be able to gain insights into those segments to know how to serve them better with improved messaging and relevant products.

  If you’re ready to begin using segmentation analytics on your website, try Matomo. Start your 21-day free trial now — no credit card required.

  Matomo is an ideal choice for marketers looking for an easy-to-use, out-of-the-box web analytics solution that delivers accurate insights while keeping privacy and compliance at the forefront.