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.

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