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• Marketing Cohort Analysis : How To Do It (With Examples)

  12 janvier 2024, par Erin

  The better you understand your customers, the more effective your marketing will become. 

  The good news is you don’t need to run expensive focus groups to learn much about how your customers behave. Instead, you can run a marketing cohort analysis using data from your website analytics.

  A marketing cohort groups your users by certain traits and allows you to drill down to discover why they take the actions on your website they do. 

  In this article, we’ll explain what a marketing cohort analysis is, show you what you can achieve with this analytical technique and provide a step-by-step guide to pulling it off. 

  What is cohort analysis in marketing ?

  A marketing cohort analysis is a form of behavioural analytics where you analyse the behavioural patterns of users who share a similar trait to better understand their actions. 

  These shared traits could be anything like the date they signed up for your product, users who bought your service through a paid ad or email subscribers from the United Kingdom.

  It’s a fantastic way to improve your marketing efforts, allowing you to better understand complex user behaviours, personalise campaigns accordingly and improve your ROI. 

  You can run marketing analysis using an analytics platform like Google Analytics or Matomo. With these platforms, you can measure how cohorts perform using traffic, engagement and conversion metrics.

  

  There are two types of cohort analysis : acquisition-based cohort analysis and behavioural-based cohort analysis.

  Acquisition-based cohort analysis

  An acquisition-based cohort divides users by the date they purchased your product or service and tracks their behaviour afterward. 

  For example, one cohort could be all the users who signed up for your product in November. Another could be the users who signed up for your product in October. 

  You could then run a cohort analysis to see how the behaviour of the two cohorts differed. 

  Did the November cohort show higher engagement rates, increased frequency of visits post-acquisition or quicker conversions compared to the October cohort ? Analysing these cohorts can help with refining marketing strategies, optimising user experiences and improving retention and conversion rates.

  As you can see from the example, acquisition-based cohorts are a great way to track the initial acquisition and how user behaviour evolves post-acquisition.

  Behavioural-based cohort analysis

  A behavioural-based cohort divides users by their actions on your site. That could be their bounce rate, the number of actions they took on your site, their average time on site and more.

  

  Behavioural cohort analysis gives you a much deeper understanding of user behaviour and how they interact with your website.

  What can you achieve with a marketing cohort analysis ?

  A marketing cohort analysis is a valuable tool that can help marketers and product teams achieve the following goals :

  

  Understand which customers churn and why

  Acquisition and behavioural cohort analyses help marketing teams understand when and why customers leave. This is one of the most common goals of a marketing cohort analysis. 

  Learn which customers are most valuable

  Want to find out which channels create the most valuable customers or what actions customers take that increase their loyalty ? You can use a cohort analysis to do just that. 

  For example, you may find out you retain users who signed up via direct traffic better than those that signed up from an ad campaign. 

  Discover how to improve your product

  You can even use cohort analysis to identify opportunities to improve your website and track the impact of your changes. For example, you could see how visitor behaviour changes after a website refresh or whether visitors who take a certain action make more purchases. 

  Find out how to improve your marketing campaign

  A marketing cohort analysis makes it easy to find out which campaigns generate the best and most profitable customers. For example, you can run a cohort analysis to determine which channel (PPC ads, organic search, social media, etc.) generates customers with the lowest churn rate. 

  If a certain ad campaign generates the low-churn customers, you can allocate a budget accordingly. Alternatively, if customers from another ad campaign churn quickly, you can look into why that may be the case and optimise your campaigns to improve them. 

  Measure the impact of changes

  You can use a behavioural cohort analysis to understand what impact changes to your website or product have on active users. 

  If you introduced a pricing page to your website, for instance, you could analyse the behaviour of visitors who interacted with that page compared to those who didn’t, using behavioural cohort analysis to gauge the impact of these website changes on engagemen or conversions.

  The problem with cohort analysis in Google Analytics

  Google Analytics is often the first platform marketers turn to when they want to run a cohort analysis. While it’s a free solution, it’s not the most accurate or easy to use and users often encounter various issues. 

  For starters, Google Analytics can’t process user visitor data if they reject cookies. This can lead to an inaccurate view of traffic and compromise the reliability of your insights.

  In addition, GA is also known for sampling data, meaning it provides a subset rather than the complete dataset. Without the complete view of your website’s performance, you might make the wrong decisions, leading to less effective campaigns, missed opportunities and difficulties in reaching marketing goals.

  How to analyse cohorts with Matomo

  Luckily, there is an alternative to Google Analytics. 

  As the leading open-source web analytics solution, Matomo offers a robust option for cohort analysis. With its 100% accurate data, thanks to the absence of sampling, and its privacy-friendly tracking, users can rely on the data without resorting to guesswork. It is a premium feature included with our Matomo Cloud or available to purchase on the Matomo Marketplace for Matomo On-Premise users.

  Below, we’ll show how you can run a marketing cohort analysis using Matomo.

  Set a goal

  Setting a goal is the first step in running a cohort analysis with any platform. Define what you want to achieve from your analysis and choose the metrics you want to measure. 

  For example, you may want to improve your customer retention rate over the first 90 days. 

  Define cohorts

  Next, create cohorts by defining segmentation criteria. As we’ve discussed above, this could be acquisition-based or behavioural. 

  Matomo makes it easy to define cohorts and create charts. 

  In the sidebar menu, click Visitors > Cohorts. You’ll immediately see Matomo’s standard cohort report (something like the one below).

  

  In the example above, we’ve created cohorts by bounce rate. 

  You can view cohorts by weekly, monthly or yearly periods using the date selector and change the metric using the dropdown. Other metrics you can analyse cohorts by include :

  • Unique visitors
  • Return visitors
  • Conversion rates
  • Revenue
  • Actions per visit

  Change the data selection to create your desired cohort, and Matomo will automatically generate the report. 

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  Analyse your cohort chart

  Cohort charts can be intimidating initially, but they are pretty easy to understand and packed with insights. 

  Here’s an example of an acquisition-based cohort chart from Matomo looking at the percentage of returning visitors :

  

  Cohorts run vertically. The oldest cohort (visitors between February 13 – 19) is at the top of the chart, with the newest cohort (April 17 – 23) at the bottom. 

  The period of time runs horizontally — daily in this case. The cells show the corresponding value for the metric we’re plotting (the percentage of returning visitors). 

  For example, 98.69% of visitors who landed on your site between February 13 – 19, returned two weeks later. 

  Usually, running one cohort analysis isn’t enough to identify a problem or find a solution. That’s why comparing several cohort analyses or digging deeper using segmentation is important.

  Segment your cohort chart

  Matomo lets you dig deeper by segmenting each cohort to examine their behaviour’s specifics. You can do this from the cohort report by clicking the segmented visitor log icon in the relevant row.

  

  

  Segmenting cohorts lets you understand why users behave the way they do. For example, suppose you find that users you purchased on Black Friday don’t return to your site often. In that case, you may want to rethink your offers for next year to target an audience with potentially better customer lifetime value. 

  Start using Matomo for marketing cohort analysis

  A marketing cohort analysis can teach you a lot about your customers and the health of your business. But you need the right tools to succeed. 

  Matomo provides an effective and privacy-first way to run your analysis. You can create custom customer segments based on almost anything, from demographics and geography to referral sources and user behaviour. 

  Our custom cohort analysis reports and colour-coded visualisations make it easy to analyse cohorts and spot patterns. Best of all, the data is 100% accurate. Unlike other web analytics solution or cohort analysis tools, we don’t sample data. 

  Find out how you can use Matomo to run marketing cohort analysis by trialling us free for 21 days. No credit card required.

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• How to Conduct a Customer Journey Analysis (Step-by-Step)

  9 mai 2024, par Erin

  Your customers are everything.

  Treat them right, and you can generate recurring revenue for years. Treat them wrong ; you’ll be spinning your wheels and dealing with churn.

  How do you give your customers the best experience possible so they want to stick around ?

  Improve their customer experience.

  How ?

  By conducting a customer journey analysis.

  When you know how your customers experience your business, you can improve it to meet and exceed customer expectations.

  In this guide, we’ll break down how the customer journey works and give you a step-by-step guide to conduct a thorough customer journey analysis so you can grow your brand.

  What is a customer journey analysis ?

  Every customer you’ve ever served went on a journey to find you.

  From the moment they first heard of you, to the point that they became a customer. 

  Everything in between is the customer journey.

  A customer journey analysis is how you track and analyse how your customers use different channels to interact with your brand.

  

  Analysing your customer journey involves identifying the customer’s different touchpoints with your business so you can understand how it impacts their experience. 

  This means looking at every moment they interacted with your brand before, during and after a sale to help you gain actionable insights into their experience and improve it to reach your business objectives.

  Your customers go through specific customer touchpoints you can track. By analysing this customer journey from a bird’s eye view, you can get a clear picture of the entire customer experience.

  4 benefits of customer journey analysis

  Before we dive into the different steps involved in a customer journey analysis, let’s talk about why it’s vital to analyse the customer journey.

  By regularly analysing your customer journey, you’ll be able to improve the entire customer experience with practical insights, allowing you to :

  Understand your customers better

  What’s one key trait all successful businesses have ?

  They understand their customers.

  By analysing your customer journey regularly, you’ll gain new insights into their wants, needs, desires and behaviours, allowing you to serve them better. These insights will show you what led them to buy a product (or not).

  For example, through conducting a customer journey analysis, a company might find out that customers who come from LinkedIn are more likely to buy than those coming from Facebook.

  Find flaws in your customer journey

  Nobody wants to hear they have flaws. But the reality is your customer journey likely has a few flaws you could improve.

  By conducting customer journey analysis consistently, you’ll be able to pinpoint precisely where you’re losing prospects along the way. 

  For example, you may discover you’re losing customers through Facebook Ads. Or you may find your email strategy isn’t as good as it used to be.

  But it’s not just about the channel. It could be a transition between two channels. For example, you may have great engagement on Instagram but are not converting them into email subscribers. The issue may be that your transition between the two channels has a leak.

  Or you may find that prospects using certain devices (i.e., mobile, tablet, desktop) have lower conversions. This might be due to design and formatting issues across different devices.

  By looking closely at your customer journey and the different customer touchpoints, you’ll see issues preventing prospects from turning into leads or customers from returning to buy again as loyal customers.

  Gain insights into how you can improve your brand

  Your customer journey analysis won’t leave you with a list of problems. Instead, you’ll have a list of opportunities.

  Since you’ll be able to better understand your customers and where they’re falling off the sales funnel, you’ll have new insights into how you can improve the experience and grow your brand.

  For example, maybe you notice that your visitors are getting stuck at one stage of the customer journey and you’re trying to find out why.

  So, you leverage Matomo’s heatmaps, sessions recordings and scroll depth to find out more.

  In the case below, we can see that Matomo’s scroll map is showing that only 65% of the visitors are reaching the main call to action (to write a review). 

  

  To try to push for higher conversions and get more reviews, we could consider moving that button higher up on the page, ideally above the fold.

  Rather than guessing what’s preventing conversions, you can use user behaviour analytics to “step in our user’s shoes” so you can optimise faster and with confidence.

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  Grow your revenue

  By taking charge of your customer journey, you can implement different strategies that will help you increase your reach, gain more prospects, convert more prospects into customers and turn regulars into loyal customers.

  Using customer journey analysis will help you optimise those different touchpoints to maximise the ROI of your channels and get the most out of each marketing activity you implement.

  7 steps to conduct a customer journey analysis

  Now that you know the importance of conducting a customer journey analysis regularly, let’s dive into how to implement an analysis.

  Here are the seven steps you can take to analyse the customer journey to improve your customer experience :

  

  1. Map out your customer journey

  Your first step to conducting an effective customer journey analysis is to map your entire customer journey.

  Customer journey mapping means looking at several factors :

  • Buying process
  • Customer actions
  • Buying emotions
  • Buying pain points
  • Solutions

  Once you have an overview of your customer journey maps, you’ll gain insights into your customers, their interests and how they interact with your brand. 

  After this, it’s time to dive into the touchpoints.

  2. Identify all the customer touchpoints 

  To improve your customer journey, you need to know every touchpoint a customer can (and does) make with your brand.

  This means taking note of every single channel and medium they use to communicate with your brand :

  • Website
  • Social media
  • Search engines (SEO)
  • Email marketing
  • Paid advertising
  • And more

  Essentially, anywhere you communicate and interact with your customers is fair game to analyse.

  If you want to analyse your entire sales funnel, you can try Matomo, a privacy-friendly web analytics tool. 

  You should make sure to split up your touchpoints into different customer journey stages :

  • Awareness
  • Consideration
  • Conversion
  • Advocacy

  Then, it’s time to move on to how customers interact on these channels.

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  3. Measure how customers interact on each channel

  To understand the customer journey, you can’t just know where your customers interact with you. You end up learning how they’re interacting.

  This is only possible by measuring customer interactions.

  How ?

  By using a web analytics tool like Matomo.

  With Matomo, you can track every customer action on your website.

  This means anytime they :

  • Visit your website
  • View a web page
  • Click a link
  • Fill out a form
  • Purchase a product
  • View different media
  • And more

  You should analyse your engagement on your website, apps and other channels, like email and social media.

  4. Implement marketing attribution

  Now that you know where your customers are and how they interact, it’s time to analyse the effectiveness of each channel based on your conversion rates.

  Implementing marketing attribution (or multi-touch attribution) is a great way to do this.

  Attribution is how you determine which channels led to a conversion.

  While single-touch attribution models credit one channel for a conversion, marketing attribution gives credit to a few channels.

  For example, let’s say Bob is looking for a new bank. He sees an Instagram post and finds himself on HSBC’s website. After looking at a few web pages, he attends a webinar hosted by HSBC on financial planning and investment strategies. One week later, he gets an email from HSBC following up on the webinar. Then, he decides to sign up for HSBC’s online banking.

  Single touch attribution would attribute 100% of the conversion to email, which doesn’t show the whole picture. Marketing attribution would credit all channels : social media, website content, webinars and email.

  Matomo offers multiple attribution models. These models leverage different weighting factors, like time decay or linear, so that you can allocate credit to each touchpoint based on its impact.

  Matomo’s multi-touch attribution reports give you in-depth insights into how revenue is distributed across different channels. These detailed reports help you analyse each channel’s contribution to revenue generation so you can optimise the customer journey and improve business outcomes.

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  5. Use a funnels report to find where visitors are leaving

  Once you set up your marketing attribution, it’s time to analyse where visitors are falling off.

  You can leverage Matomo funnels to find out the conversion rate at each step of the journey on your website. Funnel reports can help you see exactly where visitors are falling through the cracks so you can increase conversions.

  6. Analyse why visitors aren’t converting

  Once you can see where visitors are leaving, you can start to understand why.

  For example, let’s say you analyse your funnels report in Matomo and see your landing page is experiencing the highest level of drop-offs.

  

  You can also use form analytics to find out why users aren’t converting on your landing pages – a crucial part of the customer journey.

  7. A/B test to improve the customer journey

  The final step to improve your customer journey is to conduct A/B tests. These are tests where you test one version of a landing page to see which one converts better, drives more traffic, or generates more revenue.

  For example, you could create two versions of a header on your website and drive 50% of your traffic to each version. Then, once you’ve got your winner, you can keep that as your new landing page.

  

  Using the data from your A/B tests, you can optimise your customer journey to help convert more prospects into customers.

  Use Matomo to improve your customer journey analysis

  Now that you understand why it’s important to conduct customer journey analysis regularly and how it works, it’s time to put this into practice.

  To improve the customer journey, you need to understand what’s happening at each stage of your funnel. 

  Matomo gives you insights into your customer journey so you can improve website performance and convert more visitors into customers.

  Used by over 1 million websites, Matomo is the leading privacy-friendly web analytics solution in the world. 

  Matomo provides you with accurate, unsampled data so you understand exactly what’s going on with your website performance.

  The best part ?

  It’s easy to use and is compliant with the strictest privacy regulations.

  Try Matomo free for 21-days and start Improving your customer journey. No credit card required.

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• Data Privacy in Business : A Risk Leading to Major Opportunities

  9 août 2022, par Erin — Privacy

  Data privacy in business is a contentious issue. 

  Claims that “big data is the new oil of the digital economy” and strong links between “data-driven personalisation and customer experience” encourage leaders to set up massive data collection programmes.

  However, many of these conversations downplay the magnitude of security, compliance and ethical risks companies face when betting too much on customer data collection. 

  In this post, we discuss the double-edged nature of privacy issues in business — the risk-ridden and the opportunity-driven. ​​

  3 Major Risks of Ignoring Data Privacy in Business

  As the old adage goes : Just because everyone else is doing it doesn’t make it right.

  Easy data accessibility and ubiquity of analytics tools make data consumer collection and processing sound like a “given”. But the decision to do so opens your business to a spectrum of risks. 

  1. Compliance and Legal Risks 

  Data collection and customer privacy are protected by a host of international laws including GDPR, CCPA, and regional regulations. Only 15% of countries (mostly developing ones) don’t have dedicated laws for protecting consumer privacy. 

  

  Global legislature includes provisions on : 

  • Collectible data types
  • Allowed uses of obtained data 
  • Consent to data collection and online tracking 
  • Rights to request data removal 

  Personally identifiable information (PII) processing is prohibited or strictly regulated in most jurisdictions. Yet businesses repeatedly circumnavigate existing rules and break them on occasion.

  In Australia, for example, only 2% of brands use logos, icons or messages to transparently call out online tracking, data sharing or other specific uses of data at the sign-up stage. In Europe, around half of small businesses are still not fully GDPR-compliant — and Big Tech companies like Google, Amazon and Facebook can’t get a grip on their data collection practices even when pressed with horrendous fines. 

  Although the media mostly reports on compliance fines for “big names”, smaller businesses are increasingly receiving more scrutiny. 

  As Max Schrems, an Austrian privacy activist and founder of noyb NGO, explained in a Matomo webinar :

  “In Austria, my home country, there are a lot of €5,000 fines going out there as well [to smaller businesses]. Most of the time, they are just not reported. They just happen below the surface. [GDPR fines] are already a reality.”​

  In April 2022, the EU Court of Justice ruled that consumer groups can autonomously sue businesses for breaches of data protection — and nonprofit organisations like noyb enable more people to do so. 

  Finally, new data privacy legislation is underway across the globe. In the US, Colorado, Connecticut, Virginia and Utah have data protection acts at different stages of approval. South African authorities are working on the Protection of Personal Information Act (POPI) act and Brazil is working on a local General Data Protection Law (LGPD).

  Re-thinking your stance on user privacy and data protection now can significantly reduce the compliance burden in the future. 

  2. Security Risks 

  Data collection also mandates data protection for businesses. Yet, many organisations focus on the former and forget about the latter. 

  Lenient attitudes to consumer data protection resulted in a major spike in data breaches.

  Check Point research found that cyberattacks increased 50% year-over-year, with each organisation facing 925 cyberattacks per week globally.

  Many of these attacks end up being successful due to poor data security in place. As a result, billions of stolen consumer records become publicly available or get sold on dark web marketplaces.

  What’s even more troublesome is that stolen consumer records are often purchased by marketing firms or companies, specialising in spam campaigns. Buyers can also use stolen emails to distribute malware, stage phishing and other social engineering attacks – and harvest even more data for sale. 

  One business’s negligence creates a snowball effect of negative changes down the line with customers carrying the brunt of it all. 

  In 2020, hackers successfully targeted a Finnish psychotherapy practice. They managed to steal hundreds of patient records — and then demanded a ransom both from the firm and its patients for not exposing information about their mental health issues. Many patients refused to pay hackers and some 300 records ended up being posted online as Associated Press reported.

  Not only did the practice have to deal with the cyber-breach aftermath, but it also faced vocal regulatory and patient criticisms for failing to properly protect such sensitive information.

  Security negligence can carry both direct (heavy data breach fines) and indirect losses in the form of reputational damages. An overwhelming 90% of consumers say they wouldn’t buy from a business if it doesn’t adequately protect their data. This brings us to the last point. 

  3. Reputational Risks 

  Trust is the new currency. Data negligence and consumer privacy violations are the two fastest ways to lose it. 

  Globally, consumers are concerned about how businesses collect, use, and protect their data. 

  

  • According to Forrester, 47% of UK adults actively limit the amount of data they share with websites and apps. 49% of Italians express willingness to ask companies to delete their personal data. 36% of Germans use privacy and security tools to minimise online tracking of their activities. 
  • A GDMA survey also notes that globally, 82% of consumers want more control over their personal information, shared with companies. 77% also expect brands to be transparent about how their data is collected and used. 

  When businesses fail to hold their end of the bargain — collect just the right amount of data and use it with integrity — consumers are fast to cut ties. 

  Once the information about privacy violations becomes public, companies lose : 

  • Brand equity 
  • Market share 
  • Competitive positioning 

  An AON report estimates that post-data breach companies can lose as much as 25% of their initial value. In some cases, the losses can be even higher. 

  In 2015, British telecom TalkTalk suffered from a major data breach. Over 150,000 customer records were stolen by hackers. To contain the issue, TalkTalk had to throw between $60-$70 million into containment efforts. Still, they lost over 100,000 customers in a matter of months and one-third of their company value, equivalent to $1.4 billion, by the end of the year. 

  Fresher data from Infosys gives the following maximum cost estimates of brand damage, companies could experience after a data breach (accidental or malicious).

  

  3 Major Advantages of Privacy in Business 

  Despite all the industry mishaps, a reassuring 77% of CEOs now recognise that their companies must fundamentally change their approaches to customer engagement, in particular when it comes to ensuring data privacy. 

  Many organisations take proactive steps to cultivate a privacy-centred culture and implement transparent data collection policies. 

  Here’s why gaining the “privacy advantage” pays off.

  1. Market Competitiveness 

  There’s a reason why privacy-focused companies are booming. 

  Consumers’ mounting concerns and frustrations over the lack of online privacy, prompt many to look for alternative privacy-centred products and services. 

  The following B2C and B2B products are moving from the industry margins to the mainstream : 

  • Private search engines (Duckduckgo)
  • Password managers (1password, Dashlane)
  • Online identity networks (id.me)
  • Web analytics solutions (Matomo) 
  • And secure messaging apps (Signal) among others 

  Across the board, consumers express greater trust towards companies, protective of their privacy : 

  

  And as we well know : trust translates to higher engagement, loyalty, and – ultimately revenue. 

  By embedding privacy into the core of your product, you give users more reasons to select, stay and support your business. 

  2. Higher Operational Efficiency

  Customer data protection isn’t just a policy – it’s a culture of collecting “just enough” data, protecting it and using it responsibly. 

  Sadly, that’s the area where most organisations trail behind. At present, some 90% of businesses admit to having amassed massive data silos. 

  Siloed data is expensive to maintain and operationalise. Moreover, when left unattended, it can evolve into a pressing compliance issue. 

  A recently leaked document from Facebook says the company has no idea where all of its first-party, third-party and sensitive categories data goes or how it is processed. Because of this, Facebook struggles to achieve GDPR compliance and remains under regulatory pressure. 

  Similarly, Google Analytics is riddled with privacy issues. Other company products were found to be collecting and operationalising consumer data without users’ knowledge or consent. Again, this creates valid grounds for regulatory investigations. 

  Smaller companies have a better chance of making things right at the onset. 

  By curbing customer data collection, you can : 

  • Reduce data hosting and Cloud computation costs (aka trim your Cloud bill) 
  • Improve data security practices (since you would have fewer assets to protect) 
  • Make your staff more productive by consolidating essential data and making it easy and safe to access

  Privacy-mindful companies also have an easier time when it comes to compliance and can meet new data regulations faster. 

  3. Better Marketing Campaigns 

  The biggest counter-argument to reducing customer data collection is marketing. 

  How can we effectively sell our products if we know nothing about our customers ? – your team might be asking. 

  This might sound counterintuitive, but minimising data collection and usage can lead to better marketing outcomes. 

  Limiting the types of data that can be used encourages your people to become more creative and productive by focusing on fewer metrics that are more important.

  Think of it this way : Every other business uses the same targeting parameters on Facebook or Google for running paid ad campaigns on Facebook. As a result, we see ads everywhere — and people grow unresponsive to them or choose to limit exposure by using ad blocking software, private browsers and VPNs. Your ad budgets get wasted on chasing mirage metrics instead of actual prospects. 

  Case in point : In 2017 Marc Pritchard of Procter & Gamble decided to first cut the company’s digital advertising budget by 6% (or $200 million). Unilever made an even bolder move and reduced its ad budget by 30% in 2018. 

  Guess what happened ?

  P&G saw a 7.5% increase in organic sales and Unilever had a 3.8% gain as HBR reports. So how come both companies became more successful by spending less on advertising ? 

  They found that overexposure to online ads led to diminishing returns and annoyances among loyal customers. By minimising ad exposure and adopting alternative marketing strategies, the two companies managed to market better to new and existing customers. 

  The takeaway : There are more ways to engage consumers aside from pestering them with repetitive retargeting messages or creepy personalisation. 

  You can collect first-party data with consent to incrementally improve your product — and educate them on the benefits of your solution in transparent terms.

  Final Thoughts 

  The definitive advantage of privacy is consumers’ trust. 

  You can’t buy it, you can’t fake it, you can only cultivate it by aligning your external appearances with internal practices. 

  Because when you fail to address privacy internally, your mishaps will quickly become apparent either as social media call-outs or worse — as a security incident, a data breach or a legal investigation. 

  By choosing to treat consumer data with respect, you build an extra layer of protection around your business, plus draw in some banging benefits too. 

  Get one step closer to becoming a privacy-centred company by choosing Matomo as your web analytics solution. We offer robust privacy controls for ensuring ethical, compliant, privacy-friendly and secure website tracking.