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Fb-Subsidized Libra Cryptocurrency Mission Is Scaled Again

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OAKLAND, Calif. — When Fb unveiled its Libra cryptocurrency undertaking ultimate June, the social networking corporate described it as a futuristic international cash that would function the basis for a brand new more or less monetary gadget.

However on Thursday, Fb and its companions rolled out a much less formidable design for Libra after the trouble encountered a lot of hurdles and heavy regulatory scrutiny.

Now not is the gang desirous about making Libra the foundation of a brand new international monetary gadget the place Fb may just necessarily play the jobs of a central financial institution and Wall Boulevard.

In an indication of the alternate, the Libra undertaking will now be desirous about making a extra conventional fee community by which cash will likely be tied to an area foreign money, relatively just like the virtual bucks in a PayPal account. Whilst Libra will even have a coin sponsored by way of more than one nationwide currencies, which was once the focal point of the preliminary design paperwork, that will likely be much less outstanding.

Individuals of the Libra Affiliation, a Switzerland-based team that Fb created to supervise the undertaking, stated the shifts have been a reaction to an international outpouring of opposition to the cryptocurrency.

The complaint culminated in a listening to ultimate October by which Mark Zuckerberg, Fb’s leader govt, was once taken to activity by way of participants of Congress for doubtlessly bypassing many regulatory approvals for Libra. Mr. Zuckerberg and Fb have since stated they wouldn’t pass ahead with the undertaking with out regulatory blessing.

On the time, the stridency of the opposition resulted in predictions that Libra would no longer be capable of transfer ahead, particularly after a number of of the Libra Affiliation’s maximum outstanding participants — together with Visa, Mastercard and different monetary corporations — deserted the undertaking.

“The comments isn’t in any respect in useless, together with the complaint,” stated Dante Disparte, the vp and head of public coverage on the Libra Affiliation. “What we’re seeking to display is that it’s now being included within the undertaking.”

The Libra Affiliation stated it had begun the method of having regulatory popularity of the fee community from the Swiss Monetary Markets Supervisory Authority. To make certain that government world wide are on board, the Swiss company is operating with a “school” of regulators from over 20 nations. The affiliation stated it nonetheless aimed to convey the gadget reside this yr.

“I think this spherical will likely be higher won, however that is determined by how the tale is informed, and the accuracy with which it’s informed,” Mr. Disparte stated.

Two corporations — Shopify and the monetary company Tagomi — have additionally lately joined the Libra Affiliation, which now has 22 participants in overall.

Matthew Davie, the executive technique officer on the microlender Kiva, and one in every of 5 board participants of the Libra Affiliation, stated the coronavirus lockdowns had underscored the desire for a extra purposeful virtual fee gadget like Libra that permits other folks to pay for issues even if they’re caught at house.

“The virus is highlighting the desire for virtual bills,” Mr. Davie stated. “For those who take a look at those that are getting disregarded it’s those that aren’t digitally hooked up.”

Libra nonetheless has many forces aligned in opposition to it. Along with the blowback from politicians and regulators, Libra led a number of nations, maximum particularly China, to hurry up plans to expand their very own virtual currencies. Government in China and in other places have stated they wish to be sure that they introduce their currencies earlier than Libra can get traction.

Individuals of the Libra Affiliation stated they sought after to enrich, slightly than compete with, nationwide currencies. The gang stated it might paintings with nations that experience their very own virtual currencies.

In a brand new Libra white paper, the affiliation stated it might create more than one cash, every sponsored by way of a special nationwide foreign money, with a view to make native trade more uncomplicated. A separate coin sponsored by way of more than one currencies could be helpful for shifting cash between nations.

The affiliation may be leaving behind plans for Libra to take the unique open structure of Bitcoin, probably the most best-known cryptocurrencies, which has a so-called permissionless high quality that permits any individual to construct on it. Any such design had resulted in fashionable considerations that terrorists and different dangerous actors may just use Libra for underhanded causes.

Libra will now be a closed gadget by which handiest companions with the approval of the affiliation can construct infrastructure, reminiscent of wallets, for the cash.

“We bring to mind this community as evolving as a supplement to conventional establishments,” stated Christian Catalini, a professor at M.I.T. and the executive economist for Libra.

Nathaniel Popper reported from Oakland, Calif., and Mike Isaac from San Francisco.



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6 essential marketing trends for 2020 | Smart Insights

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Examples of digital marketing tools and techniques to give you an edge in the year ahead

Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. The cutting edge examples certainly show the exciting opportunities available – there is almost too much choice…

In this article, I’ll explore six key marketing trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use.

For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering channel-specific digital marketing trends for 2020.

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In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. Looking at advertising alone, these eMarketer predictions show how the duopoly of Facebook and Google dominate paid media investments online, although offline media buys remain important for many larger brands.alfred

Trend 1. Lifecycle marketing

Although it’s often said that the ‘funnel is dead’ since consumer follows non-linear journeys, regardless of the product or service you’re involved with marketing, it will always be the case that to grow a business, your primary focus is growing awareness, closely followed by increasing customer leads and prospects.

This focus is shown by the latest Altimeter / Prophet State of Digital Marketing report, which shows a primary focus on increasing awareness.

The role of digital in creating a unified customer experience is also high in the response, but it’s shocking that digital marketing isn’t seen as a driver of boosting revenue from existing customers. It’s an artefact of the question since digital marketing is effective in achieving all of these goals, including customer retention.

A more practical way to plan to integrate online marketing into marketing activities is to consider communications from a customer point-of-view through the customer journey. I call this always-on lifecycle marketing and recommend you review your use of online AND offline media across the customer lifecycle.

An example of an audit is shown by this example of the use of marketing activities by a B2B company, which although strong at the top-of-funnel in terms of activities used, is less strong in the middle and bottom-of-funnel nurture and re-targeting activities. Many businesses are adopting marketing automation and account-based marketing technology to implement these touchpoints. See the article linked to above for all of the potential activities that can be audited.

Trend 2. Conversational marketing

For me, this is the most exciting trend in marketing today, bringing together rapid consumer adoption of smart speakers and innovation in search query processing, conversational interfaces and messaging.

Conversational marketing was highlighted as a key innovation in the latest Gartner hype cycle alongside Artificial Intelligence, which often fuels it.  You can see that of the technologies on the Innovation Trigger slope, many aren’t expected to become mainstream for 5 to 10 years. Of those forecast to hit the mainstream within the next 2 to 5 years, the three most significant for marketers to consider are personification, real-time and conversational marketing.

Gartner explains:

Conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at scale. This category is near the Peak of Inflated Expectations phase”.

Personally, I think the hype about smart speakers to support the purchase journey is just that. While some products lend themselves to purchase, where a choice is to be made amongst complex products, they just won’t cut it until we have truly intelligent comparison bots. However, the research suggests I may be wrong. A study of 2,000 British adults commissioned by Artefact UK, an AI and data-driven agency, reveals that:

“Six out of ten smart speaker owners (60%) have used them to make a purchase in the past year. In fact, nearly a quarter (22%) said they have done so within the past week”.

I believe that building in more relevant to web, email and mobile-based conversations can have a bigger impact by boosting relevance and speaking in a more personal tone. Persado is an interesting tech here.

Persado uses a copy impact classification applied to existing copy, which is used to tailor copy and calls-to-action on an individual basis.

For example, using Persado Natural Language Generation to run an experiment, Air Canada sparked a higher response using Anxiety language getting a 3% engagement lift, compared to a 5% drop using Exclusivity language, and a 3% drop using Safety language.

Another example of  AI application is nutrition and wellness retailer Holland & Barrett using AI to provide better-targeted emails. This Machine Learning approach from Tinyclues goes beyond optimizing copy using a tool like Persado, instead, it also involves targeting based on the behaviour of individuals to create more micro-targeted campaigns.

Speaking at a session I chaired at the Email Innovation Summit, Richard Lallo, Head of Digital Marketing, described what he calls ‘strategic promotions and mono-product pushes’ in a campaign. The business was able to drive campaign revenue and increase re-purchase rate while sending emails. Campaign revenue increased by 27%, open rates increased by 19%, while email send volume decreased by 23%, which also gives cost savings.

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Trend 3. Insights-driven marketing

At Smart Insights we’re huge fans of using analytics and insight to drive business performance and optimize the results from digital marketing. It’s why we’re called what we are.

Improving their data-driven marketing is an aim of many businesses indicated by the most desired skill amongst digital marketers revealed by the Altimeter/Prophet State of Digital Marketing report.

Data-driven marketing

Businesses using this approach are trying to gain the benefits reported by Mckinsey research that suggested that:

Intensive users of customer analytics are 23 times more likely to clearly outperform their competitors in terms of new customer acquisition than non-intensive users, and nine times more likely to surpass them in customer loyalty.

In addition to advances in customer analytics supported by CDPs described in the next section, new Voice of the Customer (VoC) techniques, such as online-hosted customer communities, can improve customer preferences for future products and how they are delivered.

For example, Red Bull used insight platform Vision Critical to launch a community of consumers passionate about the energy drink category. By providing a deeper understanding of consumer preferences, the community challenges widely-held assumptions. The company, for instance, learned who consumes Red Bull drinks — and how and when they buy — were changing. Data from the community provides insight on the competitive landscape, revealing channels the company can enhance to improve growth. The community also helps Red Bull deliver more value to retailers.

Trend 4. Marketing technology

Today, Marketing Technology (Martech for short) presents a bewildering choice of software services for businesses looking to improve their management of digital media, experiences and supporting data. If your business and your agencies adopt the right blend of Martech, it can help give you an edge against competitors, but if not, you may be missing out on the insights and automation processes they are using.

The latest 2019 Martech supergraphic from Scott Brinker, a specialist who hosts Martech conferences and has advised on technology for HubSpot, has created this somewhat scary map of all the potential categories and services that companies can use.

To highlight the range of great services available and to simplify the options a little, we designed this essential digital marketing tools infographic to recommend the categories of tools you should consider across the Smart Insights RACE Planning system and highlight the most popular, most capable tools.

We will create the annual update for this in early 2020, discussing it recently on LinkedIn has highlighted some of the latest trends that aren’t evident from this version of the wheel. Raviv Turner, Co-Founder, of B2B service @CaliberMind said:

“No MarTech stack is complete these days without the third leg of CRM, MAP & CDP. The only way to map, store, analyze and act on the complete end-to-end customer journey is having all the data in one place using a Customer Data Platform (CDPs).”

I’m not sure ‘the only-way’ is accurate, but that is the sentiment.

Kristen Obaid, Always On digital marketing campaigns manager for an international Education company, added:

“The Salesforce and Adobe MAPs are underrepresented here (eg Pardot can be used for email, social, CRM, CMS, audience management, analytics. Krux is now SF. They can both be used as DMPs if the data is configured properly.) BI with simple data integrations (like Domo, Tableau) are also missing, plus Intercom for service CMS eg FAQs, and Drift for automated service chat”.

Trend 5. Consumer Privacy and KYC

Repeated privacy faux-pas by Facebook, Google and security breaches at other brands leading to the release of customer details have highlighted to consumers that their data isn’t as safe with online brands as they may have once thought. Privacy regulations like GDPR have been enacted to improve data privacy with increased fines.

Record fines have arisen in 2019 from the maximum penalty for contraventions increasing under GDPR to up to €20m (£17.5m) or four percent of global turnover – whichever is the greater.

British Airways, was issued with a proposed fine of £183m for a breach of customer data and a £99 million fine on hotel chain Marriott for failing to protect personal data contained in approximately 339 million guest records.

While these may be more the concerns of the CIO or CFO rather than the CMO, it shows the need for marketers to work with colleagues to mitigate the potential impact of security breaches and reassure customers.

At the same time, we have seen a decreasing effectiveness of traditional identification methods such as cookies for tracking, which makes media ROI determination – supposedly one of the key benefits of digital channels – more difficult.

Emerging technologies can potentially help with both of these challenges.

New Identify Management or Know Your Customer solutions are being developed that can both improve security, reduce fraud and improve insight about customers across multiple devices.

For example, UK startup Hooyu blends traditional methods of customer verification such as database checks (where available) with ID document validation, digital footprint analysis, geo-location and facial biometrics. While this is most relevant for banks and other gambling applications, it indicates the range of data points that are now available.

With these consumer concerns and new legislation such as the EU ePrivacy legislation about to be launched and the inaccuracy of tracking online with increasing restrictions built into browser like Chrome and Safari it seems like the days of the cookie (and particularly third-party cookies) and digital fingerprinting may be numbered. This means that businesses should be considering other alternatives if they aren’t already.

Discussing Unified ID – Why Identity becomes a key success factor in the post-cookie era era – Alwin Viereck, Head of Programmatic Advertising and Ad Management, United Internet Media estimates that

More than 20% of all cookies in a desktop environment do not live longer than a day and a further 15–20% do not survive a month. For vendors in a third party context (which are typically all participants of the programmatic ecosystem), the problem might even be worse.

Multiplatform consent solutions like Sourcepoint and Identity and Access Management integration solutions like Auth0 and OneIdentity will be adopted more widely. Within AdTech new solutions will have to be found in response to Google and Apples Ad-targeting limitations.

Trend 6. Digital transformation and Marketing Transformation

Our managing digital marketing research revealed many challenges in terms of how digital marketing is run in companies today. Problems included a lack of focus on integrated strategy, testing, and optimization and structural issues like teams working in silos or a lack of skills in integrated communications.

To counter these types of problems and to make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place.

Digital Transformation research

The aim of digital transformation is to develop a roadmap to improve digital capabilities and skills, while at the same time, integrating ‘always-on’ digital marketing activities with brand and product marketing in the business.

This chart from the research shows that many businesses are active in transformation to try to achieve this aim through the success factors covered in this briefing.

Despite some talk that we might be in a post-digital world by 2020 and some traditional marketers suggesting that “it’s time to shut down digital marketing for good” the reality is that many specialist digital job roles and are needed to run digital marketing activities as my post ‘10 reasons you still need a digital team‘ shows.

A common practice that we can expect to continue in the future is a move to a hybrid approach to managing digital marketing with digital marketing skills being developed in marketing teams as suggested by this structure.

Digital marketing governance modelHowever, the label of a ‘digital department’ is outmoded, since the creation of large digital teams has caused silos to develop with other marketing and product teams. Instead, we can expect a continued move to a digital/marketing Centre of Excellence model. The DCoE will be smaller ‘digital services units’ that track the latest developments in development, advising on new digital techniques and technologies.

Through the year, we’ve been adding to our tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. To review your digital readiness, either for integrated digital marketing or individual channels, download our benchmarks or take our interactive capability graders.

All the best for grasping the opportunities from digital marketing in 2020 and beyond! To help you on your way take a look at our benchmarking templates, each of which will give you a quick review for digital marketing governance and the key channels like search, social, email marketing plus analytics, content marketing and experience.

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Can an Set of rules Save you Suicide?

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The set of rules is constructed on an research of hundreds of earlier suicides within the V.A.’s database, relationship to 2008. The pc mixes and shuffles rankings of info from the clinical information — age, marital standing, diagnoses, prescriptions — and settles at the elements that in combination are maximum strongly related to suicide menace. The V.A. style integrates 61 elements in all, together with some that aren’t glaring, like arthritis and statin use, and produces a composite rating for each and every individual. Those that rating on the very prime quality — the highest 0.1 share — are flagged as excessive menace.

“The danger focus for folks within the most sensible 0.1 % in this rating used to be about 40 occasions,” mentioned John McCarthy, the director of information and surveillance, in Suicide Prevention within the VA Place of job of Psychological Well being and Suicide Prevention. “This is, they have been 40 occasions much more likely to die of suicide” than the typical individual.

Bridget Matarazzo, the director of medical services and products on the Rocky Mountain Psychological Sickness Analysis Training and Medical Middle for Veteran Suicide Prevention, mentioned of Succeed in Vet. “My impact is that it’s figuring out some other people who have been up to now on suppliers’ radar, but additionally others who weren’t.”

Overdue in 2018, a V.A. workforce led by way of Dr. McCarthy offered the primary result of the Succeed in Vet device. Over a six-month length, with Succeed in Vet in position, high-risk veterans greater than doubled their use of V.A. services and products. Against this, in a comparability workforce tracked for 6 months prior to Succeed in Vet used to be put in, the usage of V.A. services and products stayed kind of the similar.

The Succeed in Vet workforce additionally had a decrease mortality charge over that point — even though it used to be an total charge, together with any reason for demise. The research didn’t stumble on a distinction in suicides, a minimum of as much as that level. “It’s encouraging, however we’ve were given a lot more to do to peer if we’re having the affect we would like,” Dr. McCarthy mentioned.

Ronald Kessler, a professor of well being care and coverage at Harvard Scientific College, mentioned: “Presently, this and different fashions are expecting who’s at very best menace. What they don’t inform you is who’s possibly to benefit from an intervention. If you happen to don’t know that, you don’t know the place to place your sources.”

For docs the usage of the device, alternatively, it has already caused some rethinking of tips on how to assess menace. “You find yourself with numerous older males who’re actually suffering with clinical issues,” Dr. Goodman mentioned. “They’re quietly depressing, in ache, continuously by myself, with monetary issues, and also you don’t see them as a result of they’re now not coming in.”



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Can a Laptop Devise a Idea of The whole thing?

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“Through the days that A.I. comes again and tells you that, then we now have reached synthetic common intelligence, and also you will have to be very scared or very excited, relying in your viewpoint,” Dr. Tegmark mentioned. “The rationale I’m running in this, truthfully, is as a result of what I to find maximum menacing is, if we construct super-powerful A.I. and don’t have any clue the way it works — proper?”

Dr. Thaler, who directs the brand new institute at M.I.T., mentioned he used to be as soon as a skeptic about synthetic intelligence however now used to be an evangelist. He discovered that as a physicist he may encode a few of his wisdom into the system, which might then give solutions that he may interpret extra simply.

“That turns into a discussion between human and system in some way that turns into extra thrilling,” he mentioned, “slightly than simply having a black field you don’t perceive making choices for you.”

He added, “I don’t in particular like calling those ways ‘synthetic intelligence,’ since that language mask the truth that many A.I. ways have rigorous underpinnings in arithmetic, statistics and laptop science.”

Sure, he famous, the system can to find significantly better answers than he can in spite of all of his coaching: “However in the long run I nonetheless get to come to a decision what concrete objectives are value engaging in, and I will purpose at ever extra formidable goals realizing that, if I will conscientiously outline my objectives in a language the pc understands, then A.I. can ship {powerful} answers.”

Just lately, Dr. Thaler and his colleagues fed their neural community a trove of knowledge from the Massive Hadron Collider, which smashes in combination protons looking for new debris and forces. Protons, the development blocks of atomic topic, are themselves luggage of smaller entities referred to as quarks and gluons. When protons collide, those smaller debris squirt out in jets, at the side of no matter different unique debris have coalesced out of the power of the collision. To higher perceive this procedure, he and his workforce requested the device to tell apart between the quarks and the gluons within the collider knowledge.

“We mentioned, ‘I’m no longer going to let you know the rest about quantum box idea; I’m no longer going to let you know what a quark or gluon is at a basic degree,’” he mentioned. “I’m simply going to mention, ‘Right here’s a large number of knowledge, please separate it into principally two classes.’ And it could actually do it.”



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