> ## Content Index > Fetch the complete content index at: https://www.nearmedia.co/llms.txt > Use this file to discover other available public pages before exploring further. # Twitter's GMB Profile, Intuit's $12B Strategy, Transatlantic Privacy Fail - URL: https://www.nearmedia.co/twitters-gmb-profile-intuits-12b-strategy-transatlantic-privacy-fail/ - Published: 2021-09-15T22:50:51.000Z - Updated: 2021-09-16T21:41:43.000Z - Author: Greg Sterling - Tags: News ### Twitter's 'About Module' for Local Businesses In April Twitter [launched](https://twitter.com/TwitterBusiness/status/1384968745156755458?ref=nearmedia.co) "Professional Profiles." They offer a verified and expanded presence on the site for businesses and a few other user categories. First, however, the company is [targeting businesses with physical locations](https://business.twitter.com/en/campaign/professional-profiles.html?ref=nearmedia.co): "Professional Profiles are launching first with the About Module." The About Module includes address information, hours and contact options. Tapping on the "get directions" button will open a mapping app, which will lead you to the physical storefront. The "contact" button initiates a call, text, Twitter DM or email (as specified by the business). The company says, "Qualifying businesses must have a physical location where they want customers to visit." ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/09/twitter_business_profiles1.webp) Source: Twitter **Our take:** - This is the GMB profile or Facebook Page for local businesses on Twitter. - The company will undoubtedly also integrate e-commerce into these pages. Elsewhere it's testing a [Shop Module](https://blog.twitter.com/en%5Fus/topics/product/2021/twitter-shopping--testing-shoppable-profiles-on-twitter?ref=nearmedia.co) and [Shopping Card](https://twitter.com/MattNavarra/status/1366723485557473283??ref=nearmedia.co), with external links. - Discovery is the interesting question, however. Will there be a directory of some sort? Or will Twitter force businesses to advertise for visibility? ### Intuit Teases Its $12B Mailchimp Strategy Quickbooks parent Intuit didn't buy [Mailchimp for $10 billion](https://www.nearmedia.co/mailchimps-big-payday-former-googler-makes-goodcall/). It [paid $12 billion](https://www.businesswire.com/news/home/20210913005806/en/?ref=nearmedia.co) in cash and stock for the bootstrapped company. In our earlier [podcast discussion](https://www.nearmedia.co/episode-31/) we expressed skepticism about Intuit's ability to successfully absorb Mailchimp, given its track record with acquisitions like Demandforce. In its press release, Intuit previewed its Mailchimp strategy: "to become the center of small business growth; and to disrupt the small business mid-market." Mailchimp will become "an end-to-end customer growth platform for small and mid-market businesses, allowing them to get their business online, market their business, manage customer relationships, benefit from insights and analytics, get paid, access capital, pay employees, optimize cash flow, be organized and stay compliant, with experts at their fingertips." ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/09/mailchimp--1-.webp) **Our take:** - Rather than offering Mailchimp as a marketing tool to its SMB customers, it appears Intuit wants to turn Mailchimp into a SaaS Hydra of sorts. - Customer data from Mailchimp and Quickbooks can be combined for more in-depth "actionable insights." A good idea on paper – on paper. - The company's not just going to cross-sell these products; it wants to integrate them deeply. It could work but it could also become a real mess. ### Privacy Enforcement Failing on Both Sides of Atlantic The Irish Council for Civil Liberties issued a report entitled, [Europe’s Enforcement Paralysis](https://www.iccl.ie/digital-data/2021-gdpr-report/?ref=nearmedia.co), on the failure of GDPR to bring about meaningful privacy reform for European consumers – other than complex cookie banners. Ireland is the primary enforcer of GDPR given that most major (US) tech companies are based there. And GDPR enforcement is "paralysed by Ireland’s failure to deliver draft decisions on major cross-border cases." The report itemizes a host of problems including understaffing, lack of expertise and lack of funding. It says "98% major GDPR cases referred to Ireland remain unresolved." There's a parallel situation in the US with California's Consumer Privacy Act (CCPA). CCPA enables consumers to opt-out of tracking. Nearly 90% of consumers previously [indicated](https://www.adweek.com/programmatic/87-of-consumers-would-opt-out-of-ad-targeting-under-ccpa-terms/?ref=nearmedia.co) they would opt out. The [actual opt-out rate is 5% or below](https://www.iab.com/insights/iab-ccpa-benchmark-survey/?ref=nearmedia.co). ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/09/bernard-hermant-IhcSHrZXFs4-unsplash.jpg) Photo by [Bernard Hermant](https://unsplash.com/@bernardhermant?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText)/[Unsplash](https://unsplash.com/s/photos/privacy?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText) **Our take:** - The complexity of opting-out of targeting/tracking under CCPA is too burdensome for most people. Most simply click "accept" and move on. - Current low opt-out rates support a [false narrative](https://www.ana.net/blogs/show/id/rr-blog-2021-09-Targeting-Proves-Its-Worth?ref=nearmedia.co) that consumers really want personalized ads. However, Apple's ATT [opt-in rates](https://www.flurry.com/blog/the-idfa-is-dead/?ref=nearmedia.co) show something else. - After all the industry hand-wringing, the real-world impact of these major privacy laws has been minimal or non-existent. ## Recent Analysis - **What Reviews Tell Us About How Walmart Is Really Doing**, [by Mike Blumenthal](https://www.nearmedia.co/walmart-inventory-woes-customer-reviews/) - ****Near Memo episode 32:** [How B2B sales have changed forever, ApplePay stalls, can we trust FB smart glasses?](https://www.nearmedia.co/ep-32/) ## Short Takes - **Rand Fishkin** opines on walled gardens and [the decline of links](https://sparktoro.com/blog/the-incentives-to-publish-no-longer-reward-the-webs-creators/?ref=nearmedia.co)**.** - **E-commerce grocery** buying [projected](https://www.emarketer.com/content/ecommerce-will-remain-fastest-growing-segment-of-us-grocery-market??ref=nearmedia.co) to grow to 20.5% in 2022\. - **Local auto dealerships** challenged, changed by online buying ([WSJ](https://www.wsj.com/articles/everything-must-go-the-american-car-dealership-is-for-sale-11631332812?ref=nearmedia.co)). - WFH had [a negative impact on internal collaboration](https://www.geekwire.com/2021/study-microsoft-employees-shows-remote-work-puts-productivity-innovation-risk/?ref=nearmedia.co), innovation at **MSFT**. - **Walmart's Prime-alike loyalty program** [hits](https://www.cnbc.com/2021/09/14/walmart-hits-32-million-members-deutsche-bank-estimates.html??ref=nearmedia.co) 32M subscriptions. - Slight **Google UI differences** by vertical [creates](https://streetfightmag.com/2021/09/15/google-local-search-trends-ii-verticalization/??ref=nearmedia.co) optimization opportunities. - **UPS acquisition of Roadie** will [enable local, same-day delivery](https://www.globenewswire.com/news-release/2021/09/10/2295183/30428/en/UPS-Media-Statement-UPS-enters-into-agreement-to-acquire-Roadie.html?ref=nearmedia.co). - Half-empty, half-full [research](https://www.claravine.com/2021/08/19/new-research-shows-first-party-data-has-become-advertisers-first-choice-as-google-and-apple-roll-back-the-open-web/?ref=nearmedia.co) on the **end of device IDs** and cookies. - **Clothing and shoes** the [most commonly returned e-commerce purchases](https://www.powerreviews.com/insights/consumer-survey-retail-returns-2021/?ref=nearmedia.co). - **Google**: [Internal linking](https://www.seroundtable.com/google-internal-linking-trust-32079.html?ref=nearmedia.co) will help us trust your site more over time. - **Uber** acquired Chilean delivery app Cornershop and then [ruined it](https://restofworld.org/2021/chile-uber-cornershop/?ref=nearmedia.co). - **FTC** set to reveal findings on its study of [big tech's "little deals](https://www.reuters.com/technology/ftc-staff-present-findings-big-techs-smaller-acquisitions-2021-09-15/?ref=nearmedia.co)." - **Taco Bell** [taco subscription](https://www.cnbc.com/2021/09/13/taco-bell-tests-30-day-taco-subscription-to-drive-more-frequent-visits.html??ref=nearmedia.co) anyone? Listen to our [latest podcast](https://www.nearmedia.co/memo/). [![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/02/near_memo_banner.png)](https://nearmedia.co/memo?ref=nearmedia.co) How can we make this better? Email [us](mailto:gsterling@nearmedia.co) with suggestions and recommendations.