The document discusses how big data can be used at various stages of marketing, advertising, and within enterprises. It provides examples of how big data can help improve conversion rates, order sizes, profitability, lifetime value predictions, and influencer identification. The document also discusses using big data for geographic targeting, personalization, search engine optimization, social media strategies, and paid search campaigns.
Customer expectations are evolving and brands are expected to be able to deliver meaningful personalization that can engage them through their customer journey. The effective use of a customer data platform (CDP) enables brands to address the new ‘paradigm of personalization’ for real business outcomes.
Even if you have access to manage multiple customer touchpoints (for ie. sales, accounts and service) to have a ‘single source of truth’ when it comes to customer data, have you been able to deliver a consistent, seamless and unfragmented customer experience based on that single source of truth at scale?
For marketers who are struggling with delivering more personalised, interactive and impactful experiences and campaigns, some help can be in the form of marketing automation.
In this session (https://youtu.be/MdxOTvbIEzk) you will learn:
How data sources are connected; how data needs to freely flow back and forth and how can this be activated by martech solutions for desired conversion results?
How a strong CDP strategy - with necessary processes in place, allows organizations to personalize the customer journey and deliver a seamless Customer Experience (CX
Why Entity Search Can Be Your Competitive Advantage in 2021Milestone Inc
In this webinar Bill Hunt, Global Strategy Consultant for Black Azimuth Consulting and our Founder and President, Benu Aggarwal, and our VP of Marketing, Erik Newton, discussed how entity-led growth offers immense opportunity to brands to build robust presence along with establishing the right criteria to measure success. The discussion covered how entity search, schema gaps, and query intent give marketers direction to create robust content, the right site architecture, and the right entities for any domain. It included the in-depth explanation of a 5-step process to help you improve share of visibility, leads, and to connect the dots between entity search.
How to enhance cx through personalised, automated solutionsAcquia
Automation of processes and optimisation of self-service are key when ensuring dialogue and direct support in moments of need. Freed up resources as a result of efficient self-service can be allocated to supporting customers in difficult situations. Equally, personalised and automated advice is proven to be extremely valuable when timely answers are needed and decisions are to be made.
Personalisation - seamless customer experience: is this possible? How do you build consumer confidence to provide data for effective personalisation?
In this webinar, Acquia will share advice and best practices on how to leverage knowledge and intelligent advice to provide instant value both for customers and employees.
- What consumers feel about personalisation (CX Survey results)
- How to understand customer intent across multiple engagement channels
- The importance of permission-based data sharing and moving beyond cookie-based data collection
- Discuss with CX experts on best practices, challenges, solutions and examples that audience can relate to
- Get advice on where to turn for support, how to quickly adopt use cases of intelligent advice, and answers to your questions
- Hear about how personalized advice and automated decisions can make a difference for your service model, your customers and employee
Overwhelmed with data from different sources and systems?Acquia
We know a well-defined customer data management framework can help ensure that valuable customer data is not locked up in silos, but rather flows freely across the organization, not only providing a single source of truth to marketing and other customer-facing functions such as sales and service; but also enabling real-time, data-driven responses to customer actions.
According to Forrester, “On average, between 60% and 73% of all data within an enterprise goes unused for analytics.” Today there is a data deluge in most organizations, where millions of data points are coming into the system from thousands of customer touchpoints across diverse channels, platforms and devices.
Organisations first need to understand what and how data needs to be ingested into the system to effectively use a customer data platform.
The problem is, many of us face multiple challenges with integrating a CDP with all current/pre-existing relevant systems (BI, CRM, MA, 3rd Party Industry Data, etc.).
In this session (https://youtu.be/yzH_DS-Mkl8) you will learn:
- The first step in building a practical customer data integration plan and strategy.
- How to unify all data from different sources to gain a 360° view of customers (Identity Resolution)
- How to strategically and effectively deliver relevant and useful experiences based on customer data at scale
Customer expectations are evolving and brands are expected to be able to deliver meaningful personalization that can engage them through their customer journey. The effective use of a customer data platform (CDP) enables brands to address the new ‘paradigm of personalization’ for real business outcomes.
Even if you have access to manage multiple customer touchpoints (for ie. sales, accounts and service) to have a ‘single source of truth’ when it comes to customer data, have you been able to deliver a consistent, seamless and unfragmented customer experience based on that single source of truth at scale?
For marketers who are struggling with delivering more personalised, interactive and impactful experiences and campaigns, some help can be in the form of marketing automation.
In this session (https://youtu.be/MdxOTvbIEzk) you will learn:
How data sources are connected; how data needs to freely flow back and forth and how can this be activated by martech solutions for desired conversion results?
How a strong CDP strategy - with necessary processes in place, allows organizations to personalize the customer journey and deliver a seamless Customer Experience (CX
Why Entity Search Can Be Your Competitive Advantage in 2021Milestone Inc
In this webinar Bill Hunt, Global Strategy Consultant for Black Azimuth Consulting and our Founder and President, Benu Aggarwal, and our VP of Marketing, Erik Newton, discussed how entity-led growth offers immense opportunity to brands to build robust presence along with establishing the right criteria to measure success. The discussion covered how entity search, schema gaps, and query intent give marketers direction to create robust content, the right site architecture, and the right entities for any domain. It included the in-depth explanation of a 5-step process to help you improve share of visibility, leads, and to connect the dots between entity search.
How to enhance cx through personalised, automated solutionsAcquia
Automation of processes and optimisation of self-service are key when ensuring dialogue and direct support in moments of need. Freed up resources as a result of efficient self-service can be allocated to supporting customers in difficult situations. Equally, personalised and automated advice is proven to be extremely valuable when timely answers are needed and decisions are to be made.
Personalisation - seamless customer experience: is this possible? How do you build consumer confidence to provide data for effective personalisation?
In this webinar, Acquia will share advice and best practices on how to leverage knowledge and intelligent advice to provide instant value both for customers and employees.
- What consumers feel about personalisation (CX Survey results)
- How to understand customer intent across multiple engagement channels
- The importance of permission-based data sharing and moving beyond cookie-based data collection
- Discuss with CX experts on best practices, challenges, solutions and examples that audience can relate to
- Get advice on where to turn for support, how to quickly adopt use cases of intelligent advice, and answers to your questions
- Hear about how personalized advice and automated decisions can make a difference for your service model, your customers and employee
Overwhelmed with data from different sources and systems?Acquia
We know a well-defined customer data management framework can help ensure that valuable customer data is not locked up in silos, but rather flows freely across the organization, not only providing a single source of truth to marketing and other customer-facing functions such as sales and service; but also enabling real-time, data-driven responses to customer actions.
According to Forrester, “On average, between 60% and 73% of all data within an enterprise goes unused for analytics.” Today there is a data deluge in most organizations, where millions of data points are coming into the system from thousands of customer touchpoints across diverse channels, platforms and devices.
Organisations first need to understand what and how data needs to be ingested into the system to effectively use a customer data platform.
The problem is, many of us face multiple challenges with integrating a CDP with all current/pre-existing relevant systems (BI, CRM, MA, 3rd Party Industry Data, etc.).
In this session (https://youtu.be/yzH_DS-Mkl8) you will learn:
- The first step in building a practical customer data integration plan and strategy.
- How to unify all data from different sources to gain a 360° view of customers (Identity Resolution)
- How to strategically and effectively deliver relevant and useful experiences based on customer data at scale
SMX West 2018 Optimizing Content for Voice Search & Virtual AssistantsBenu Aggarwal
Apple’s Siri, Amazon Echo, Microsoft Cortana and Google Home are accelerating the use of voice search. That means forward-thinking SEOs must prepare now for a future where voice search and virtual assistants play a significant — and in some cases, principal — role in content discovery and conversions.
This advanced-level session explores how to use SEO tactics to optimize your content and user experience for a future when half or more of all queries will be spoken.
Marketers have more data available than ever but struggle to pull in together in a usable format. Customer Data Platforms promise to solve this problem by offering easy-to-deploy systems specializing in data unification and sharing. But can CDP really deliver on its promise? This workshop will equip you to understand the definition of a CDP, how CDPs differ from other systems, which features are shared by all CDPs and which are found in only some, the most important CDP use cases, how to select the right CDP, how to manage a successful deployment and where to look next for more information.
Join Zeta's Cynthia Janelli and James Beauchamp in our upcoming webinar, "Signal Data, Powered by AI: Marketing's Future State Requirements for Maximum ROI," to learn how to work smarter to achieve core competencies to drive acquisition, optimize experiences and boost growth.
Financial Services and Bank Marketing in a Pandemic with US Bank and Wells FargoMilestone Inc
Consumers have strong expectations based on experience from interactions with other financial services companies as well as outside our industry. Delivering value with a frictionless interface is a must.
Learn to Marketing Thoughtfully and Effectively in a Pandemic with tips on:
• Planning and decision-making in a large financial enterprise
• Local marketing tactics and best practices
• Technical SEO and schemas and the business impact
• Foundational strategies for digital marketing nationally
• Customer engagement and retention programs
• Financial services benchmarks for schemas, speed, and site performance
Top Tips To Create Best-In-Class Web And Mobile ExperiencesMilestone Inc
In this webinar, Milestone’s experts Anil Aggarwal, CEO and Erik Newton, VP of Marketing, discussed key trends impacting web/mobile experiences.
This webinar covered the following:
How customer experiences are even more important in the post-covid world
2021 CMS must-haves for SMB and Enterprise- Agile CMS, CaaS, and Omnichannel marketing capabilities
Adapt an SEO-First approach to deliver a customer-focused page experience
Case studies and best practices
Right Message, Right Time: The Secrets to Scaling Email Success Teradata
This Campaign Manager Leadership Series ebook outlines the 4 keys to an automated email marketing strategy and how marketers can scale to meet these “always-on” customer expectations.
SMX West 2018 Optimizing Content for Voice Search & Virtual AssistantsBenu Aggarwal
Apple’s Siri, Amazon Echo, Microsoft Cortana and Google Home are accelerating the use of voice search. That means forward-thinking SEOs must prepare now for a future where voice search and virtual assistants play a significant — and in some cases, principal — role in content discovery and conversions.
This advanced-level session explores how to use SEO tactics to optimize your content and user experience for a future when half or more of all queries will be spoken.
Marketers have more data available than ever but struggle to pull in together in a usable format. Customer Data Platforms promise to solve this problem by offering easy-to-deploy systems specializing in data unification and sharing. But can CDP really deliver on its promise? This workshop will equip you to understand the definition of a CDP, how CDPs differ from other systems, which features are shared by all CDPs and which are found in only some, the most important CDP use cases, how to select the right CDP, how to manage a successful deployment and where to look next for more information.
Join Zeta's Cynthia Janelli and James Beauchamp in our upcoming webinar, "Signal Data, Powered by AI: Marketing's Future State Requirements for Maximum ROI," to learn how to work smarter to achieve core competencies to drive acquisition, optimize experiences and boost growth.
Financial Services and Bank Marketing in a Pandemic with US Bank and Wells FargoMilestone Inc
Consumers have strong expectations based on experience from interactions with other financial services companies as well as outside our industry. Delivering value with a frictionless interface is a must.
Learn to Marketing Thoughtfully and Effectively in a Pandemic with tips on:
• Planning and decision-making in a large financial enterprise
• Local marketing tactics and best practices
• Technical SEO and schemas and the business impact
• Foundational strategies for digital marketing nationally
• Customer engagement and retention programs
• Financial services benchmarks for schemas, speed, and site performance
Top Tips To Create Best-In-Class Web And Mobile ExperiencesMilestone Inc
In this webinar, Milestone’s experts Anil Aggarwal, CEO and Erik Newton, VP of Marketing, discussed key trends impacting web/mobile experiences.
This webinar covered the following:
How customer experiences are even more important in the post-covid world
2021 CMS must-haves for SMB and Enterprise- Agile CMS, CaaS, and Omnichannel marketing capabilities
Adapt an SEO-First approach to deliver a customer-focused page experience
Case studies and best practices
Right Message, Right Time: The Secrets to Scaling Email Success Teradata
This Campaign Manager Leadership Series ebook outlines the 4 keys to an automated email marketing strategy and how marketers can scale to meet these “always-on” customer expectations.
Paid Search, SEO, Video Search, Directories, Content Syndication, Reputation Management… There are few sources of visibility and traffic more valuable than the search engine results page (SERP). In this 2-hour class, we’ll cover the options available to marketers, as well as discuss how specific marketers should maximize the true ROI of every form of search engine marketing. No single strategy works for every marketer, but there are tried and proven ways to dramatically improve your chances of success. We will keep the session interactive for those who have specific challenges they would like to address.
Paid Search, SEO, Video Search, Directories, Content Syndication, Reputation Management… There are few sources of visibility and traffic more valuable than the search engine results page (SERP). In this 2-hour class, we’ll cover the options available to marketers, as well as discuss how specific marketers should maximize the true ROI of every form of search engine marketing. No single strategy works for every marketer, but there are tried and proven ways to dramatically improve your chances of success. We will keep the session interactive for those who have specific challenges they would like to address.
Making the Jump to a Digital-First Business Strategy: A Marketer’s Guide to P...Acquia
The global COVID-19 pandemic has permanently changed the way brands engage with their customers. Consumers are no longer shopping in stores, traveling long distances, visiting restaurants, or leaving their homes much at all. Instead, they have increased their reliance on ecommerce, home delivery, subscription services, and brands they trust.
In response, many companies are shifting their focus (and budgets) from acquiring new customers to retaining and cultivating loyalty in existing customers. To compete in this new reality, marketers must escalate their plans to become “digital first,” and become proficient in meeting customer needs as channel preferences shift and reliance on digital experiences grow.
Join speakers from Forrester and Acquia as they share market insights and best practices for brands making the digital leap. Their research will cover:
- How companies are shifting their priorities during COVID-19
- What consumers expect from brands as their buying behaviors have changed
- Why data gives marketers critical business insights on engagement strategy and channel migration
- How to successfully navigate re-openings across the country (and globe)
- How to boost agility so you can more nimbly adapt to future business changes
Making Better Decisions Through Data - H/IMA Keith Goode
Given at the April 2019 Houston Interactive Marketing Association Luncheon on April 24, 2019 at 12pm by Keith Goode, Sr. SEO Strategist for IBM, this presentation discusses the reasons to democratize your analytics and how to enable all of your marketers to think critically through the data. Event link here: https://houstonima.org/event/april-luncheon-making-better-decisions-through-data-with-ibms-keith-goode/
You’ve created your brand, developed your web, and social media presence, but how do you know if you’re on track? For all you data nerds out there, paid media is the nectar of the gods. In this session, Analytics Strategist Julia Schroeder explained how to quantify your business marketing efforts by implementing trackable advertising strategies. Business owners learned how to develop a paid campaign and establish KPI’s for tracking success.
Read more at: https://isl.co/2017/08/small-biz-big-impact-four-key-steps-to-build-your-brand
"Senior Living Digital Strategies" Webinar - 5 Assisted Living Marketing IdeasBoston Interactive
Need a crash-course in assisted living marketing ideas? We've got five critical senior living digital strategies you need to take to increase tours and fill empty beds.
Have assisted living marketing ideas of your own? Share them with us in the comments below!
"Senior Living Digital Strategies" Webinar Leaders:
1) Boston Interactive’s Director of Digital Strategy Cort Davies http://bostoninteractive.com
2) Carrie Elizabeth Consulting’s Social Media Consultant Carrie Barrett http://carrieelizabeth.com/
3) 85Sixty’s Head of Analytics Roman Bills http://85sixty.com/
We've added infographics and presentation examples to our arsenal! Still included are campaign analysis dashboards, media audits, membership analysis, and mapping with data.
#RDSummit - 7 Advanced Techniques for Building a Domain with Authority and TrustJudith Lewis
I have edited down the conference talk I gave at RD Summit in Brazil so that people can get a taste for what was spoken about. The reason I edited them down was so that those who paid to attend got the biggest benefit and also because some of the slides had sensitive information so were deleted. Want the full version? Check with RD Summit for their video packages!
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
Learn exactly what Big Data is and how it’s used from real estate marketing experts Tanner Ross and Joel Cox. Gain actionable insight into how all these new and astonishing sources of on- and offline consumer data can target buyers with precision and also help them effortlessly find you.
Digital Marketing Tactics for Real Estate: What, When & HowDavid Hitt
This presentation seeks to take the guesswork out of marketing real estate on the internet. Longtime digital marketer Dave Hitt reviews how to choose successful strategies on the web, to help market various types of for-sale and for-lease real estate.
Social CRM is a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer ownership of the conversation.
See more or contact us at JumpStartWeb.com or PlusROI.com.
This deck features slides from the Web Marketing Success 2012 Seminar at Vancouver Island Tech Park. Presented by Robert Cooper of PlusROI Online Marketing and JumpStartWeb.
The slides are not necessarily self explanatory, but have some good information on some of the most important areas to consider for web marketing, as well as notes on some of the hottest emerging opportunities (like Mobile).
Similar to Big Data for Social, Search and Online Display (20)
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
The Metaverse and AI: how can decision-makers harness the Metaverse for their...Jen Stirrup
The Metaverse is popularized in science fiction, and now it is becoming closer to being a part of our daily lives through the use of social media and shopping companies. How can businesses survive in a world where Artificial Intelligence is becoming the present as well as the future of technology, and how does the Metaverse fit into business strategy when futurist ideas are developing into reality at accelerated rates? How do we do this when our data isn't up to scratch? How can we move towards success with our data so we are set up for the Metaverse when it arrives?
How can you help your company evolve, adapt, and succeed using Artificial Intelligence and the Metaverse to stay ahead of the competition? What are the potential issues, complications, and benefits that these technologies could bring to us and our organizations? In this session, Jen Stirrup will explain how to start thinking about these technologies as an organisation.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
PHP Frameworks: I want to break free (IPC Berlin 2024)
Big Data for Social, Search and Online Display
1. Big Data for Social, Search and
Online Display
Kevin Lee, CEO, Didit.com
Yann, Tanini, VP, E-Commerce,
Redcats Group
2. Founded Didit in 1996, Are we an
Agency or a Managed Campaign
Technology, or a Tech-Company?
Written three books, over 400
columns/articles spoken at 450+
conferences/events.
2007
2007, 2008, 2009
Didit’s focus / differentiation: After 17years, it depends who you ask.
Some would say service others
“one-stop-shopping” & yet others
love the technology.
In the end its value delivered.
@Kevin_Lee_QED
3. The Many Faces of Big Data
“Big Data” or the application of analysis on large
data sets can be powerful at various stages of
marketing and advertising as well as within the
enterprise.
•
Paid Media
•
Earned/Shared
•
Site-Side
•
CRM/SFA
@Kevin_Lee_QED
4. Marketing & Media, a game of odds
You want to do things that move the odds in your
favor. Big Data helps:
•
Increased conversion
•
Larger purchases (immediate)
•
More profitable immediate purchases
•
Higher LTV (repeat conversions)
•
Likely to be an influencer
•
Likely to convert offline
@Kevin_Lee_QED
5. Attribution Modeling?
Even better: Marketing Mix Modeling
User served display
Ad
User Searches
User served display
Ad
User Visits
Website
User Converts
USER
Marginal elasticity of every media option is key!!
e·las·tic·i·ty - ilàstíssətee
In economics, elasticity is the ratio of the percent change in one variable to the percent change in another variable. It is a tool for
measuring the responsiveness of a function to changes in parameters in a unit-less way.
Elasticity is one of the most important concepts in economic theory. In addition when understanding how to allocate
media dollars, nothing beats knowing the elasticity of the market in every direction.
Touch Point Analysis is only the tip of the iceberg.
@Kevin_Lee_QED
6. “Big Data” improves results
What data do you have access to that:
• Predicts conversion rate
• Predicts average order
• Predicts lead quality
• Suggests personalization
• Predicts Lifetime Value
• Predicts influencers (social media or offline)
• What other KPIs would you like to predict?
@Kevin_Lee_QED
7. Data you might want to collect
What data are you now throwing away that could
be stored in a cookie or BI platform?:
• Search Keyword / Engine
• Geography / IP address
• TOD / DOW
• Visitation Count (annual)
• Operating System / Device
• and dozens more
@Kevin_Lee_QED
8. Where does your data sit?
Your own data + third-party data. Killer combo.
• CRM systems
• Business Intelligence (BI)
• Sales Teams
• Customer Service Teams
• Common Sense (might not work, but it may
work great in concert with existing data)
@Kevin_Lee_QED
9. Search Engines & Social Media
Search 3.0 is the intersection of search and social.
Additional relevance signals extend beyond your site
/ page to include people (the author of content or a
social media persona for example).
These additional signals are a big driver of “semantic
search” and search intent.
@Kevin_Lee_QED
10. Big Data and Content / Messaging
There is data out there about what content
will likely work for your business. Same for
messaging.
Boring doesn’t go viral.
Boring doesn’t get links.
Boring landing pages don’t convert.
@Kevin_Lee_QED
11. Big Data for SEO: Fun Links = branding
The better SEO strategies extend the content
strategy beyond the immediate prospects.
Big Data suggests the hot topics.
Fun content gets link juice, even if the visitors
aren’t prospects at that specific point in time.
My wife’s site ranked #1 for “dating mistakes” for 5 years (till site hack).
@Kevin_Lee_QED
12. SEO - Social Media: Fun Links = branding
Smart SEO recognizes the value of site visitors
at every stage of the buying cycle.
Smart Social Media strategies share that view.
Repeat exposure is key.
How can you use Big Data to measure if
branding exposures are working?
@Kevin_Lee_QED
13. Good Social Media delivers links = SEO
If the social media ecosystem is talking about
you, your product and your story, some of
that content will be written about in venues
that deliver links (and therefore link juice) to
your site.
Authentic links are the best for SEO. Social
media helps generate authentic links.
@Kevin_Lee_QED
14. Social Signals as SEO Validation
Several research studies seem to indicate that
social media signals are also being used as a
validation method to confirm that some pages
and sites deserve to rank.
Tie breaker between sites than all have great
content and could rank top may be social
media signals.
@Kevin_Lee_QED
15. Big Data in PPC Geo-Segments
Look Familiar?
The last year made it clear. Not all geographies share
the same demographic.
@Kevin_Lee_QED
16. Attributes odds change by geo
Demographics, Political donation levels by party
Psychographics
Personas
Real Estate values
InfoScan, Magazine readership, Internet access
speeds
Apple / Mac / iPad penetration
Use your imagination
@Kevin_Lee_QED
17. Geographies
Beverly Hills vs. West Hollywood?
• Upper East Side of Manhattan vs. East Harlem
• New Haven vs local community(zip code)
• Think about where you live, diversity by
geography
• Business density even works to tune audience
for some B-to-B
@Kevin_Lee_QED
18. The Power of Audience
Keywords tell you very little about audience
Geography predicts demographic and psychographic
audience segments:
• Conversion rate
• Income
• Wealth
• Weight / BMI
• Age
• and dozens more
@Kevin_Lee_QED
20. What's your Avg. Position?
For non-branded keywords - your avg PPC position?
@Kevin_Lee_QED
21. Conversion & Profit Lift Deliver Leverage
Conversion (and more profitable conversions)
deliver leverage.
Conversion/Profit =Leverage
Benefit of Leverage manifests itself as an increase
in reserve bid price (may not be fully needed).
Better Audience Delivers Bid
Leverage! Big Data delivers audience
@Kevin_Lee_QED
22. Geotargeting:
Conversion Rate Differences
- Average conversion
rate for US: 1.5%
- San Diego
conversion rate:
2.1%
You can bid over 25% more for
San Diego clicks.
What drives this change in conversion %?? AUDIENCE!!
@Kevin_Lee_QED
23. Geotargeting: higher spenders
Miami DMA shopping cart: $178
Average shopping cart: $122
→ you can bid 45%+ more for
Miami metro clicks.
What drives this change in conversion %?? AUDIENCE!!
@Kevin_Lee_QED
24. Geotargeting: higher LTV
Chicago DMA customers order more
often & longer tenure
Average orders over 3-years: 10
Chicago DMA orders over 3-years: 15
You can bid 50% more for new Chicago
customers.
What drives this change in conversion %?? AUDIENCE!!
@Kevin_Lee_QED
25. Geo is better with optimal ads
Ad units make it easier to talk to your largest profitable
segments differently, and optimally:
1. Separate ads by geography
2. Promotional language, offers
3. Different landing pages
4. Don’t rely on Ad Extensions
But what about enhanced campaigns?
@Kevin_Lee_QED
26. Geo Bid Boost using Big Data (govt+)
AdWords
$
$
$
$
$
Demographic MAP Data
$
$
$
$
$
Interfaces with AdWords account
• Determine Geo Bid Multipler based on demos
• Selected keywords that are important enough to boost
@Kevin_Lee_QED
27. Map Based Bid Boosts: How It Works
Custom map applied
$
$
$
Keywords selected
Maps data sync
AdWords
$
$
$
$
$
Geo campaigns created
• Customized map applied to selected keywords
• New geo structures built and keywords either campaign replicated into the
Google AdWords account or Bid Boost in the master account by geo
modifier
@Kevin_Lee_QED
28. Geo Boost: How It Works
Typical online campaign runs nationally
@Kevin_Lee_QED
29. Geo Boost: How It Works
Ex: A Map campaign targets many geo regions
Hundreds to thousands.
@Kevin_Lee_QED
30. Geo Maps: How It Works
• Demographics
• Household Income
• Family size
• Wealth
Maps can be built to suit many
needs
• Shopping cart size
• Conversion rate
• Client specific goals
@Kevin_Lee_QED
31. Map Definition Files: How It Works
• State (Region)
• DMA (Metro)
• City
• Zip Code*
Maps can be built to different
geographic sizes
@Kevin_Lee_QED
32. A Retailer Conversion Map
Hot conversion region
Cold conversion region
Conversion Rate by DMA
*Based on data previously tracked by Didit 2010-2013
@Kevin_Lee_QED
33. Maps: Household Income by DMA
Hot HHI region
Cold HHI region
For demonstration purposes only
@Kevin_Lee_QED
34. Maps: Wealth by DMA
Hot Wealth region
Cold Wealth region
For demonstration purposes only
@Kevin_Lee_QED
35. Geo Segemts - Benefits For Advertisers
• Weed out unqualified traffic (non-profitable clicks)
• Bid on keywords in areas that are more likely to buy
• Customize campaigns that appeal to people in a
specific geographical area
• Improve ROI performance and VOLUME on top
funnel/non-brand keywords
• Resuscitate a stale campaign
@Kevin_Lee_QED
36. Personalized Search
Big Data hits Google, again:
Already a fixed organic position across your target
audience doesn’t exist. Customization and
personalization happens based on:
1. Device
2. Geography
3. Login
4. ???
@Kevin_Lee_QED
37. Schema.org & Search
Schema.org opens up a whole new world of
information that the search engines can collect from
you (or from others about you)
1. Product physical properties
2. Product relationships
3. Specific product types
Still keyword based… But moving towards nirvana.
@Kevin_Lee_QED
38. Rich Snippet Benefits
Rich Snippets are Schema XML within the SERP.
Notice the relationships
between the data shown
are not keyword-based
but are a knowledge
graph.
@Kevin_Lee_QED
39. Rich Snippet Benefits
Rich Snippets have commerce benefits too.
Structured data is already
being used extensively within
paid search and that’s why it
is often more relevant than
organic. Yet Google has good
reasons to use metadata for
organic.
@Kevin_Lee_QED
40. Big Data in Earned/Shared - Social
Earned - shared social media have uses for big data,
in particular Twitter where data can be harvested
easily
• Research
• Prospect identification
• Influencer identification.
@Kevin_Lee_QED
41. Big Data fails in social if not “fun”
A simple mention, comment or “Like” is the beginning
of feedback and reinforcement for prospects and
customers.
However these forms of reinforcement are generally
labor intensive so consider:
• Delegation
• Filters
• Frequency
• Differences in platform (who sees what)
@Kevin_Lee_QED
42. Celebrities (Twitter and Traditional)
Followers are great but consider Klout, Kred
and upward influence (working on a scoring
mechanism for that).
@Kevin_Lee_QED
44. Celebrities, Learnings from #MillionDimes
Celebrity and # of followers (2.6 million for
example) are not necessarily correlated with
savvy Twitter behavior:
• What is wrong with this tweet?
@Kevin_Lee_QED
45. Old Search – New Search (Big Data)
Most of the old and today’s algos reputation converts
into rank/position.
Next Generation Search:
• Who do you know? Who does the searcher know,
like or follow?
• Who (individually) wrote the content matters.
• Who “liked” the content matters
• Who Tweeted / Promoted the content matters
@Kevin_Lee_QED
46. Strategies for New Search
Strategies for semantic search require a doubling
down on old school SEO Content and a focus on:
1) Diversity of content
2) User contributed (or generated) content
3) Promotion and sharing of content
4) Use of all assets for content creation
5) Tagging content effectively
6) Multi screen use of content
@Kevin_Lee_QED
47. Searching for Answers
Bing & Facebook have been active combining
Facebook’s social graph with search.
@Kevin_Lee_QED
48. Searching for Answers
FB graph search - who knows or likes what.
Suffers from lack of data and small friend lists.
@Kevin_Lee_QED
50. “FBX vsFacebook Advertising”
FBX lets you bring your own targeting via retargeting
and third party cookies.
Facebook also lets you bring your targeting via
“Custom Audience Targeting.” Both of these are more
likely to be successful than pure profile advertising.
What are your Facebook KPIs?
@Kevin_Lee_QED
51. Big Data, Search and Media Interaction
People don’t search in a vacuum. Media, PR and
marketing stimulate search behavior.
•When people get curious about a product they search.
•Brand searches spike most
• Quality score rises (long term impact of media)
• Category search may also increase if SOV is high
•Search becomes as much a metric as it is a media
This is why attribution models often neglect to quantify
the impact of failure to be there in search. Better to
leverage search.
Quality Score goes up when you advertise.
@Kevin_Lee_QED
52. Things That Drive Search Behavior
What stimulates search in your business?
•Online Display Media.
•Social Media (advertising and buzz)
• Email Marketing (CRM and acquisition/advertising)
•Direct Mail
• Offline Media
• Public Relations (On Good Morning America?)
Some of these are paid media, some are earned media.
How well can you control these?
@Kevin_Lee_QED
53. Social Stimulus
While search is likely to see the majority of the result of
other marketing stimulus, social media may also see a
spike as well.
•People may talk about you on Twitter
• People may like you (especially if that’s what you asked them
to do in the advertising or marketing message)
• Google Plus?? Will people add you to their circle?
• People may write about you in their blogs
@Kevin_Lee_QED
54. Back to Attribution Modeling?
Even better: Marketing Mix Modeling
User served display
Ad
User Searches
User served display
Ad
User Visits
Website
User Converts
USER
Marginal elasticity of every media option is key!!
e·las·tic·i·ty - ilàstíssətee
In economics, elasticity is the ratio of the percent change in one variable to the percent change in another variable. It is a tool for
measuring the responsiveness of a function to changes in parameters in a unit-less way.
Elasticity is one of the most important concepts in economic theory. In addition when understanding how to allocate
media dollars, nothing beats knowing the elasticity of the market in every direction.
Touch Point Analysis is only the tip of the iceberg.
@Kevin_Lee_QED
55. Long Term Interaction Test - Mini Mix Model
Have enough budget and time?
Split the country (or other geography)
•Raise spending on some or all media significantly in some areas
but keep control groups
•The bigger the spend the less time you’ll need for data
•Watch for increases in brand search impression counts
•Watch for increased CTR on brand and category ads
• Re-normalize the geographies
• Repeat switching the on and off geographies to be able to
validate both lift and decay.
Was there Brand lift, Quality Score lift?
@Kevin_Lee_QED
56. Big Data Personalization
(touchpoint with permission)
Check out this ad, dynamically addressing me by name.
Imagine how much more personalized it could get, with
permission & Big Data.
@Kevin_Lee_QED
57. Conclusion
• Harvest demand with SEM/SEO
• Create demand with Social, Display, early stage
SEO content, including video.
• Test things from greatest predicted impact down
• Work with external teams when appropriate
kevin@didit.com.
$200 adCenter coupon in my recent books *
* new US advertisers only
@Kevin_Lee_QED
Editor's Notes
- We also do Facebook and Twitter posts whenever possible. We found that Twitter hasn’t really worked as well, so we’re less motivated about those, but Facebook (particularly the cause pages) tends to be a great avenue to get the word out.
Explain importance of analyzing touch points and synergies between display & search to create demand (blizzard)