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Programmatic marketing maze? Here are 10 tips

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Programmatic buying is sometimes a complicated topic, but DR THOMAS OOSTHUIZEN, Global Consulting Director at Acceleration UK, breaks it down into ten easy to follow steps.

The most important issue when dealing with programmatic buying is to be aware of algorithm bias. As data sources and points grow, this problem will decrease. But in most statistical techniques, the most salient data points often dominate and will continue to do so. We have to design to avoid this.

Pure common sense will tell us that as long as some marketers have more resources than others, “average” algorithms will benefit the large and jeopardise the small. This means that, even in algorithms, creative thinking is important. One size will not fit all.

Here are some tips to ensure maximum benefit from data-based algorithmically driven buying:

1.      Know your product or service category
We need to understand whether our category is growing fast, maturing or declining? Different conditions and requirements come into being once a category develops from a fast-growing initial phase into a mature condition.

2.      Is the market saturated?
In a saturated market we need to look for niche segments that will enable wider expansion? To do so, we need to find out who these consumers are. Once we have done so, we need to understand how to expand the algorithm to enable us to identify and target them.

3.      If growing, differentiation is less important.
However, if the segment or category is not growing differentiation is key. We need to discover what are the signals that will enable the algorithm to detect these variations. Without this, our brand will simply fall into the trap of algorithm “same-ness”, where less is, in fact, less.

4.      Is our brand a leader or a challenger?
Leading brands can leverage all the economies they can access. However, smaller brands need to work far harder at being different.

5.      Is our brand properly differentiated?
If so, how? This may include features, benefits, emotions, personality types, symbols, words, statements, slogans, colours, iconography and communities. It’s clear that a small brand will have a vastly different profile than a smaller one. Hence, using the same algorithms a large brand uses is simply a waste of money. We then need to build in bias our differentiation “bias” so that it becomes a focused tool.

6.      Are results declining over time?
If so, why? Can a changed algorithm assist or does the problem lie outside of that? It’s always tempting to constantly adjust algorithms, but we need to be aware that the problem may be something completely unrelated. Keeping an open mind is crucial when working at a granular level.

7.      Can we segment algorithm groups?
If so, can we learn more about what separates algorithms that are greater or lesser predictors of sales results? Understanding how they explain a category is very useful, particularly when this is a significant factor in planning exposure.

8.      Can we build in “bias”?
Our algorithms need to contain enough granularity that we are able to fine-tune them to match whatever it is that differentiates us. By following trendsetters or up-weighting data from groups that demonstrate differences we can build this necessary “bias” into our algorithms.

9.      Can we test different options and assess results?
This is usually resource-dependent. The fewer resources we have, the more we will have to rely on testing to provide the data we need.

10.  Can we expand diversity?
If so, will the incrementally deeper and more creative messaging give us an above average return on investment?

This is by no means an exhaustive checklist, but by applying these tips we will be able to apply our programmatic buying algorithms more effectively.

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How we use phones to avoid human contact

A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.

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Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances. 

Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?

The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.

In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.

Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.

Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”

To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:

·         I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?

With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.

·         Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?

Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.

·         I’ve lost my phone! How will I keep myself entertained now?

Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.

 

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Five key biometric facts

Due to their uniqueness, fingerprints are being used more and more to quickly identify and ensure the security of customers. CLAUDE LANGLEY, Regional Sales Manager, for Africa at HID Global Biometrics, outlines five facts about the technology.

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How many times in a day are you expected to identify yourself? From when you arrive at work you are required to sign in, visiting your bank, receiving healthcare services… The list is endless. When a system knows who you are, you are able to do any number common, everyday activities. Your identity is unique and precious. It is also easily stolen and the target of many hackers across the globe. Technology is constantly evolving alongside the criminal element, always looking for ways to protect data and identity. One such solution happens to be biometrics and it is rapidly gaining traction in our increasingly complex modern world.

Reliable, secure and fundamentally YOU, unique biometric traits such as fingerprints are being used by banks, enterprises and consumers to verify identity. Biometric solutions offer significant identity protection because they use unique biological details to ensure an account is only accessed by the account holder, a door only opened by the owner. Here are five things that are little known about this technology…

  • The uncut identity. Your fingerprint is unique to you. Nobody can use a copy of it to impersonate you. Good technology is capable of scanning down into the layers of the fingertip to differentiate unique elements of a person’s fingerprint, this data is then encrypted and used as a key to unlocking whichever physical or virtual door that the biometric system protects.
  • The living proof. No, there is nothing to the stories of fingerprints being used without their owner’s knowledge or permission. Biometric solutions can use specific variables to determine if the finger used to access the system is that of a present, living person.  A copy or a fake cannot be used to access a cutting-edge biometric solution.
  • Easy and convenient. Queues and documents and paperwork may well be a thing of the past should biometrics take a firmer grip of government and banking systems. The process of registering is easy, and access to identity documents and records is yours alone.
  • Security blanket. A thousand passwords and a hundred post-it notes stuck on walls and drawers.  An excel file with a list of sites and applications and their corresponding passwords, all a thing of the past.  Nobody needs to remember their password with biometrics, they only need to show up.
  • Anywhere is cool. Schools, airports, networks, offices, homes, toilets, banks, libraries, governments, border controls, immigration services, call centres, hospitals and even clubs and pubs – knowing “who” matters and biometrics can quickly and conveniently confirm your identity where needed.

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