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.
How marketers use fou analytics to improve conversions
1. Feb 2017 / Page 0marketing.scienceconsulting group, inc.
https://www.linkedin.com/in/augustinefou/
How Marketers Use
Bot Detection
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. 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. 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. 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. 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. 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. 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