Journalism’s Russian propaganda problem could be a blessing in disguise

Russian intelligence weaponized Twitter in its successful attempt to catapult Donald Trump directly into the oval office. And now, it’s believed it did the same with the Brexit vote. Interestingly, according to research from The Guardian, these accounts were so convincing, they were even quoted in at least eighty articles published in a variety of mainstream print and digital titles. The Guardian pored through the archives of fourteen different publications — including The Telegraph, Buzzfeed, The Daily Mail, and The Independent — and crosschecked every article against a list of 2,752 Twitter profiles believed by the microblogging service to be…

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How a Customer Data Platform can improve AdWords performance

According to Hochman Consultants (2017), the average cost of pay-per-click (PPC) advertising is increasing – with the average cost-per-click in 2016 being nearly double that of 2013.

When you consider the fact that Google processes over 2.3 million searches per minute (Business Insider, 2016), this is hardly surprising.

But what can marketers do to ensure that they can attract customers on this increasingly competitive channel, while avoiding these burgeoning costs?

In my previous two articles, I looked at how to stop Google AdWords campaigns from failing by using a Customer Data Platform (CDP) to gain a holistic overview of customer behavior, and how data-driven attribution with a CDP can supercharge your paid search.

In this article, I’ll outline five ways that a Customer Data Platform can improve your AdWords performance and ROI by keeping costs down and attracting new business.

Content produced in partnership with Fospha.

1. Data accuracy

Many businesses continue to struggle with optimizing their keyword bids. The simple reason for this is the fact that, regardless of how modern and advanced your bid management platform is, inputting inaccurate data can hinder success – and be costly to your business.

A Customer Data Platform gathers, integrates and centralizes customer data from various sources to give marketers more control of, and visibility over, their data. This data-driven approach stitches together the customer journey, and uses attribution to accurately assign credit to various marketing channels based on their importance in the path to conversion.

Without this true view of their data, businesses are missing the accurate value of their different channels. They also risk making poor decisions about which marketing channels are beneficial, and which are not, which might result in budget being taken away from a channel which has a huge role in the path to conversion.

With more accurate data, Customer Data Platforms are able to highlight the true value of keywords – allowing your business to pinpoint high and low performing keywords and campaigns, and optimize their spend on paid search.

For instance, with a more accurate data source, Fospha were able to help a client identify that 50% of their keywords weren’t contributing to any conversions. Check out the full case study here.

2. Optimize

Manual bid management can be a laborious task, but with the help of a bid management platform to automate the process, this becomes a quick, effortless and efficient process. The next step lies in super-charging the capabilities of this platform. And the answer lies in an accurate data source.

Combining the power of the Customer Data Platform to discover high and low performing keywords across all channels through this data, with the automation of a bid management platform, enables spend on poorly performing keywords to be quickly reallocated – resulting in an improvement in ROI.

3. Real-time access

Unlike most other Customer Data Platforms, Fospha facilitates real-time interactions for bidding, helping reduce and eliminate the amount of wasted clicks on incorrect audiences. A Customer Data Platform integrates seamlessly with bid management platforms like Kenshoo and Marin to support these real-time interactions, such as bidding on ad clicks.

Real-time access through a Customer Data Platform also enables marketers to automate their bid management through advanced machine learning.

4. Personalization

Marketers are becoming increasingly aware of the importance of moving away from keyword-based marketing, and towards audience-based marketing. However, they can go one step further – making a move towards people-based marketing.

This is no less of a necessity with your bidding strategies. Understanding your audience is crucial, and by utilizing a data-driven attribution model, a Customer Data Platform provides you with a granular understanding of a single customer. From here, you are able to use your data to optimize your targeting and increase conversions by offering more relevant content to your customers.

In addition to this, keyword performance is largely dependent on types of devices used. It is important to boost keywords that do better on mobile and to suppress those that do not. Marin found that by adjusting bids for mobile, their clients enjoyed 10% higher CTR and 2.5% lower CPC than those that failed to do so.

A Customer Data Platform is able to detect these optimized conditions and adjust your bid management strategy accordingly.

5. Bidding strategies

Defining your bidding strategy can drastically improve the performance of your paid search campaigns. However, in order to reach a truly optimized level, different keywords, audiences and goals will require different bidding strategies.

A Customer Data Platform gives you a granular view of all your marketing channels to ensure the strategy deployed is custom to each specific need.


Content produced in partnership with Fospha. Views expressed in this article do not necessarily reflect the opinions of Search Engine Watch.

Stock picking robots are here, but are they outsmarting humans?

Although robo-advice will contribute to financial inclusion and helps financially less literate households to be able to invest, it is still not a replacement for financial literacy. Investopedia defines robo-advisers as digital platforms which provide automated, algorithm-driven financial planning services with little to no supervision. If this sounds too simple to be true, you share the views of Chris Sacca, a well-known American start-up investor, when he first heard about the first robo-advisor proposition from Betterment back in 2010. “I worry that it’s too simple,” Sacca said. “People don’t always trust it.” Understandably, the words simple and trust are not…

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Top 5 Reasons to Purify Your Water

Tap water is no longer pure. When we are drinking it directly from the faucet, we don’t really know what substances we are ingesting. An alternative would be to purchase bottled water, but this method isn’t very cost effective and we can’t know for sure what substances are inside this water either.

The best alternative would be to purchase a whole house water filter because only then we’ll have the certainty that we are drinking a 100% pure water.

Here are the top 5 reasons to purify your water using water filtration system.

1. Avoid Water Contaminants

It’s already known that our daily tap water can contain over 2,100 different substances. Indeed, not all of these substances are toxic, but there is a high chance that some of them are. If you don’t want to take that risk, a water purification system will remove all the substances, allowing you to benefit from pure water.

2. More Cost Effective Than Bottled Water

As you probably know by now, the cheap types of bottled water aren’t very safe, and the premium brands are too expensive to purchase them on a regular basis. Also, you can’t just buy bottled water whenever you want to cook something or to bathe your baby – it’s too costly. If you want a cost-effective solution on the long term, then a whole house water filter would be a smart investment.

3. Better Than Boiling

Boiling the water might remove some of the contaminants but not all of them. Tap water often contains different types of metals, which can affect our kidneys, liver, and stomach – metals that won’t go away if you boil the water. The only way to make sure that you remove all the contaminants from your water is through a whole house water filter, which will give you access to fresh, pure water.

4. Important For Your Health

20 years ago, tap water wasn’t as dangerous as today, for the simple reason that our planet wasn’t as polluted as it is now. Nowadays, a lot of chemicals, industrial waste and sometimes radioactive particles are being transferred directly into the groundwater, and unfortunately, we can no longer benefit from pure natural water. Still, a water purification system is designed to remove every harmful substance and to let you live a healthy life.

5. Prevents Allergies

Contaminated tap water can often lead to several allergies, which cause us discomfort and make us take long trips to the doctors. If you already confronted yourself with an inexplicable allergy and no one knows what triggers it, it might be because of the contaminated water. A water purification system will surely help and it will allow you to drink and wash yourself with pure, 100% safe water.

Purchase Your Whole House Water Filter Today

Now that you know why is it important to own a house water filter, it’s time for you to make the big step and purchase one for your house. Because health is more important than anything in this world, you should keep yourself and your family safe and buy a whole house water filter now!

child drinking from the faucet

The post Top 5 Reasons to Purify Your Water appeared first on MyInkBlog.

Korean Bible reading app turns your Android phone into a botnet

A mischievous band of hackers is using the spirit of Christ to infect unsuspecting users. Researchers have discovered new malware which poses as a legitimate Google Play app for reading the Bible in Korean, but ultimately turns infected Android phones into a botnet. The malicious app was discovered independently by both McAfee and Palo Alto Networks. Curiously, both companies remark that, given the similarities in the code, the malware was likely developed by members of the Lazarus cybercrime group. The McAfee team notes that the app “contains a backdoor file in the executable and linkable format (ELF)” – a technique commonly employed…

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Cryptocurrency startup Tether claims it was robbed of $31 million in tokens

Tether noted in a now-removed post on its site that nearly $31 million worth of tokens were stolen from the treasury in which it stored its dollar-pegged cryptocurrency. The company said that it won’t redeem any of the stolen tokens, and will attempt to prevent them from entering other exchanges. While Tether has been able to identify the address in which the hacker is holding those stolen funds, it hasn’t yet understood how the attack took place. As such, it’s temporarily suspending its backend wallet service for partners, and is updating its Omni Core software client to prevent the missing…

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Researcher informs drone maker DJI about bugs, gets called a ‘hacker’ and threatened

Bug bounty programs are a great way for tech companies to crowdsource help in securing their products – and for skilled tech experts to make some money on the side. Sadly, that’s not how things went for researcher Kevin Finisterre when he pointed out issues in DJI’s publicly shared code. Instead of awarding him the $30,000 bounty that he had qualified for with his discovery, the Chinese drone maker dubbed him a ‘hacker’ who broke into its servers, and threatened to charge him with Computer Fraud and Abuse Act (CFAA). In a scathing post (PDF), Finisterre explained that DJI had…

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Apple’s Swift language finds its way into Google’s secret Fuchsia OS

Last week, a curious update to Google’s GitHub repository showed that the company had forked Swift, a programming language created by Apple for building iOS/macOS/tvOS/watchOS apps. We previously heard that the idea was for the company to contribute to the open-source language’s base, as well for Google to use it to create internal tools for iPhones and iPads. But there’s more. Android Police noted that some of the most recent code commits made to Google’s Swift repository show that the company is working on building support for it in its own Fuchsia OS. Although it’s been a year since we…

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Uber wants to wipe out car sickness with bursts of air, vibrating seats

Uber’s all-in on self-driving cars. It makes sense. Built on the backs of its drivers, Uber’s future might very well be determined by whether or not it can replace them. Autonomous vehicles don’t get paid, don’t skip out on driving when they’re sick, and (probably) don’t film Travis Kalanick dancing to Maroon 5 in the backseat of an SUV. But, according to user experience designer Molly Nix, much of the thinking around self-driving cars has been about the absence of a driver, not the presence of a passenger. This is something Nix, and Uber’s Advanced Technologies Group hopes to solve.…

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A former AT&T employee is changing the way engineers find work online

There are a few decisions that truly redefined my life and the way I see things. Starting to work remotely was one of those. More and more people and companies are embracing remote work. Technology has enabled us to manage small to large teams online without having to meet everyone in a physical office. Technology has also enabled us to find more work online and today there are tons of options for where people can find remote or freelance work online. Recently I got the chance to talk a little bit with the creator of FieldEngineer, a platform that enables…

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