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How marketers use fou analytics to improve conversions

When you have analytics with fraud detection baked in, you can understand why something is marked fraudulent or not; then you can make decisions to reduce exposure to fraud, and increase effectiveness of your digital campaigns, in terms of outcomes and real conversions.

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How marketers use fou analytics to improve conversions

  1. 1. Feb 2017 / Page 0marketing.scienceconsulting group, inc. https://www.linkedin.com/in/augustinefou/ How Marketers Use Bot Detection
  2. 2. Feb 2017 / Page 1marketing.scienceconsulting group, inc. https://www.linkedin.com/in/augustinefou/ Full Funnel Measurement In-Ad (ad tag) On-Site (embed code) Measure Ads Measure Arrivals Measure Conversions 1743 156 A more humans (blue) good publishers On-Site (embed code) social native video display affiliate
  3. 3. Feb 2017 / Page 2marketing.scienceconsulting group, inc. https://www.linkedin.com/in/augustinefou/ Detect / reduce fraud in-flight Launch Week 3 onwardWeeks 1-2 Initial baseline measurement Measurement after first optimization After eliminating several “problematic” networks Stacked percent chart Blue (human) Red (bots)
  4. 4. Feb 2017 / Page 3marketing.scienceconsulting group, inc. https://www.linkedin.com/in/augustinefou/ Measure quality of traffic from paid sources Marketer 1 • Blue means humans • Red means bots Marketer 2 “recommendation is to increase spend on sources driving more humans (blue); reduce spend on sources with more bots (red)”
  5. 5. Feb 2017 / Page 4marketing.scienceconsulting group, inc. https://www.linkedin.com/in/augustinefou/ Shift budget to sources with more humans Lower quality paid sources mean higher cost per human – like 11X higher cost. Sources of different quality send widely different amounts of humans to landing pages.
  6. 6. Feb 2017 / Page 5marketing.scienceconsulting group, inc. https://www.linkedin.com/in/augustinefou/ Display 4 2,036 humans human conversion rate Comparing 4 paid display sources Site Traffic Conversions 8,482 818 4,216 humans 5% human conversion rate 14,539 193 225 humans 9% human conversion rate 2,248 23 168 humans 5% human conversion rate 1,527 9 Display 3 Display 2 Display 1 Humans 40%
  7. 7. Feb 2017 / Page 6marketing.scienceconsulting group, inc. https://www.linkedin.com/in/augustinefou/ Measure conversions, correlate w/ humans Organic sources have more humans (dark blue) Conversion actions (calls) show straight line correlation to humans
  8. 8. Feb 2017 / Page 7marketing.scienceconsulting group, inc. https://www.linkedin.com/in/augustinefou/ 26,796 1,116 Comparing organic vs paid sources Marketer’s Site Traffic Measure Conversions organic 335 humans 66% paid media 6,698 humans 1,043 222 4X higher conversion rate 16% human conversion rate human conversion rate

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