The document discusses PPC optimization and introduces the WebTrends Ad Director solution, describing how automated systems can more effectively optimize large search advertising campaigns through statistical modeling and machine learning compared to manual or rules-based bid management. Case studies are presented showing how WebTrends Ad Director increased conversions, revenues, and other metrics for customers in lead generation and ecommerce. SEM managers are advised to focus on strategic functions like keyword expansion while letting machines handle optimization.
We pulled together 10 of the top thought leaders and industry experts in the world of B2B pricing to ask them one question: What is the best advice you could give a fellow pricing strategist?
Which web analytics matter most? A 3-step primerCatalyst
Many people use the wrong Web metrics to evaluate their website's performance. Learn the right metrics, how to use them, when to use them, and what they all mean.
Google Shopping and Marketplaces: How to Defend and Expand Market ShareMike Ryan
This talk presented at SMX Munich 2021 explains how marketplaces are implemented in Google Shopping and then provides tactics for evaluating marketplaces like Amazon – or any large competitor – and identifying where it is safe to drive budget against them.
---
Mike combines years of retail operations experience with domain expertise in digital marketing. He delivers highly relevant insights with a bias toward business outcomes rather than campaign outcomes.
In retail, Mike has done everything from warehousing and delivery to purchasing and catalog management. In marketing, he has worked in paid acquisition with a special focus on Google Ads and executing digital maturity strategies. Mike has also managed software products in both campaign data visualization and campaign automation, in addition to leading numerous innovation projects.
This Marketing Workshop was presented by Blueliner CEO, Arman Rousta on August 24th, 2011. It outlines creating a high ROI Digital Marketing Strategy. Based on the 7 Pillars of Digital Marketing.
For more information on Blueliner and the 7 Pillars of Digital Marketing, visit BluelinerNY.com
Using Predictive Bidding to Escape the Seasonal TrapCrealytics
Every year, PPC managers are faced with the same situation: as soon as the weather warms up, consumers tend to immediately stop buying winter clothes. As a result, bid management inevitably hits a wall for certain periods of time.
This is because many bid management algorithms are derived from retrospective performance data. Calculating optimal bids based on recent performance is a powerful approach for most bid management scenarios. However, retrospective bidding will lead to a dead end when consumer demand changes quickly. In the end, past performance drivers may remain in hibernation and advertisers are doomed to miss out on potential profits once seasonal conditions change – unless these keywords see a significant increase in their Max CPCs.
I will describe to you two simple procedures that have already helped one of our clients in the fashion industry to escape this seasonal trap after updating their product range to spring/summer.
We pulled together 10 of the top thought leaders and industry experts in the world of B2B pricing to ask them one question: What is the best advice you could give a fellow pricing strategist?
Which web analytics matter most? A 3-step primerCatalyst
Many people use the wrong Web metrics to evaluate their website's performance. Learn the right metrics, how to use them, when to use them, and what they all mean.
Google Shopping and Marketplaces: How to Defend and Expand Market ShareMike Ryan
This talk presented at SMX Munich 2021 explains how marketplaces are implemented in Google Shopping and then provides tactics for evaluating marketplaces like Amazon – or any large competitor – and identifying where it is safe to drive budget against them.
---
Mike combines years of retail operations experience with domain expertise in digital marketing. He delivers highly relevant insights with a bias toward business outcomes rather than campaign outcomes.
In retail, Mike has done everything from warehousing and delivery to purchasing and catalog management. In marketing, he has worked in paid acquisition with a special focus on Google Ads and executing digital maturity strategies. Mike has also managed software products in both campaign data visualization and campaign automation, in addition to leading numerous innovation projects.
This Marketing Workshop was presented by Blueliner CEO, Arman Rousta on August 24th, 2011. It outlines creating a high ROI Digital Marketing Strategy. Based on the 7 Pillars of Digital Marketing.
For more information on Blueliner and the 7 Pillars of Digital Marketing, visit BluelinerNY.com
Using Predictive Bidding to Escape the Seasonal TrapCrealytics
Every year, PPC managers are faced with the same situation: as soon as the weather warms up, consumers tend to immediately stop buying winter clothes. As a result, bid management inevitably hits a wall for certain periods of time.
This is because many bid management algorithms are derived from retrospective performance data. Calculating optimal bids based on recent performance is a powerful approach for most bid management scenarios. However, retrospective bidding will lead to a dead end when consumer demand changes quickly. In the end, past performance drivers may remain in hibernation and advertisers are doomed to miss out on potential profits once seasonal conditions change – unless these keywords see a significant increase in their Max CPCs.
I will describe to you two simple procedures that have already helped one of our clients in the fashion industry to escape this seasonal trap after updating their product range to spring/summer.
How to Outpace Your PPC Rivals with Competitor InsightsHanapin Marketing
So how do you do this? SEMRush’s Paul Klebanov and Hanapin’s Rachael Law will show you how to use competitor insights to reverse engineer your market and potentially lower your CPCs while remaining competitive.
You're doing so many things right in PPC, but your competitors still seem to be gaining an edge on you. Nevermore! It's time to get on your boxing gloves and start fighting with smart strategy and tips your competitors don't know about (yet!). From quality score to ad extentions to conquesting, be ready to be a smarter PPC manager.
Join experts Erin Sagin from Wordstream and Hayley Cummings from Hanapin as they discuss 10 tips, tricks, and strategies that will keep you ahead of the game and running past your competition.
Visit www.wordstream.com or http://www.hanapinmarketing.com/ for more information.
SMX Advanced - June 2018 - Andreas Reiffen - CrealyticsCrealytics
Presented at SMX Advanced (Seattle, June 2018), Crealytics founder Andreas Reiffen discusses whether retargeting always offers the right approach for marketers. References the limitations and challenges of measuring for incrementality via Google Analytics; and offers a more effective testing approach.
Convincing Your Boss(es) to Confidently Spend (more) on AdvertisingHanapin Marketing
Could your business profit from the scaling of advertisement spend? Wrangling your boss with swagger and tact is not always enough to win larger budgets. The Answer? Arming yourself with a customer-centric strategy, backed by CLV, that can drive a responsible and ‘winning’ conversation with your organization. In this session you will walk away with knowledge and actionable resources so you can:
- Convince your boss how spending more on advertising will benefit your organization.
- Conquer your omnichannel success metrics and their impact on your customer lifetime value.
- Confidently use your data to transform your organization to be more customer-centered.
Marking the case_for_predictive_marketing___webinar_slidesSean Zinsmeister
Hear how real customers are infusing predictive analytics into their go-to-market machines.
In this Presentation you'll learn:
• Differences in approaches to launching a predictive solution
• Top use cases for getting started
• How to measure success
Agile marketing and best-of-suite CMS solutionsValtech
Sebastian Bode, Senior Digital Strategist at eFocus, has given a webinar for Sitecore Summer School 2015. During this webinar he discussed how to deal with the challenges of the effective use of marketing capabilities of content management systems using Agile Marketing Principles. Sitecore is used as an example, but the scope is also applicable to other integrated solutions.
SMX Munich 2020 - The 5 types of Mismatches and How to Get Rid of themWijnand Meijer
In this presentation, I'll categorize all types of search term mismatches and show how to find them and how to get rid of them:
- The preventable ones
- Low quality terms
- Undercover sabotage
- The benchwarmers
- The misplaced ones
Including many links to free scripts and a master negative keyword list.
A Tale of Two Giants: Google and Amazon in the Shopping AuctionMike Ryan
The Google Shopping auction is one of the toughest competitive environments in performance marketing – yet highly rewarding for those who can win it.
The situation is made even more dynamic by Google's ever-evolving product strategy (keywords: full automation, walled garden) and Amazon's aggressive tactics designed to steal traffic away from this channel.
What is coming next from these huge players, and what can you do about it? Here is a current analysis and forward-looking projections, plus tips on how to outmaneuver these lumbering giants.
How to Outpace Your PPC Rivals with Competitor InsightsHanapin Marketing
So how do you do this? SEMRush’s Paul Klebanov and Hanapin’s Rachael Law will show you how to use competitor insights to reverse engineer your market and potentially lower your CPCs while remaining competitive.
You're doing so many things right in PPC, but your competitors still seem to be gaining an edge on you. Nevermore! It's time to get on your boxing gloves and start fighting with smart strategy and tips your competitors don't know about (yet!). From quality score to ad extentions to conquesting, be ready to be a smarter PPC manager.
Join experts Erin Sagin from Wordstream and Hayley Cummings from Hanapin as they discuss 10 tips, tricks, and strategies that will keep you ahead of the game and running past your competition.
Visit www.wordstream.com or http://www.hanapinmarketing.com/ for more information.
SMX Advanced - June 2018 - Andreas Reiffen - CrealyticsCrealytics
Presented at SMX Advanced (Seattle, June 2018), Crealytics founder Andreas Reiffen discusses whether retargeting always offers the right approach for marketers. References the limitations and challenges of measuring for incrementality via Google Analytics; and offers a more effective testing approach.
Convincing Your Boss(es) to Confidently Spend (more) on AdvertisingHanapin Marketing
Could your business profit from the scaling of advertisement spend? Wrangling your boss with swagger and tact is not always enough to win larger budgets. The Answer? Arming yourself with a customer-centric strategy, backed by CLV, that can drive a responsible and ‘winning’ conversation with your organization. In this session you will walk away with knowledge and actionable resources so you can:
- Convince your boss how spending more on advertising will benefit your organization.
- Conquer your omnichannel success metrics and their impact on your customer lifetime value.
- Confidently use your data to transform your organization to be more customer-centered.
Marking the case_for_predictive_marketing___webinar_slidesSean Zinsmeister
Hear how real customers are infusing predictive analytics into their go-to-market machines.
In this Presentation you'll learn:
• Differences in approaches to launching a predictive solution
• Top use cases for getting started
• How to measure success
Agile marketing and best-of-suite CMS solutionsValtech
Sebastian Bode, Senior Digital Strategist at eFocus, has given a webinar for Sitecore Summer School 2015. During this webinar he discussed how to deal with the challenges of the effective use of marketing capabilities of content management systems using Agile Marketing Principles. Sitecore is used as an example, but the scope is also applicable to other integrated solutions.
SMX Munich 2020 - The 5 types of Mismatches and How to Get Rid of themWijnand Meijer
In this presentation, I'll categorize all types of search term mismatches and show how to find them and how to get rid of them:
- The preventable ones
- Low quality terms
- Undercover sabotage
- The benchwarmers
- The misplaced ones
Including many links to free scripts and a master negative keyword list.
A Tale of Two Giants: Google and Amazon in the Shopping AuctionMike Ryan
The Google Shopping auction is one of the toughest competitive environments in performance marketing – yet highly rewarding for those who can win it.
The situation is made even more dynamic by Google's ever-evolving product strategy (keywords: full automation, walled garden) and Amazon's aggressive tactics designed to steal traffic away from this channel.
What is coming next from these huge players, and what can you do about it? Here is a current analysis and forward-looking projections, plus tips on how to outmaneuver these lumbering giants.
Why is programmatic taking off? What is this revolution all about?Datacratic
Google Quebec hosted Think Quebec and this year they explored digital marketing as a path to quicker, deeper connections between a brand and its consumer. Inspired by Parkour, the popular urban sport of finding the most direct route to your goal, they presented campaigns and strategies as beautiful as they are successful–another discipline at the junction of art and science. James Prudhomme, CEO Datacratic spoke at Google's Think Quebec. His Talk is entitled "Why is programmatic taking off? What is this revolution all about?"
What's an ABM Solution Really Worth? Understanding the Total Economic Impact ...Demandbase
What’s an ABM solution really worth? Find out using Forrester’s Total Economic Impact™️ framework, and learn how to apply it to your own organization.
Join Demandbase’s VP of Product Marketing, Jackie Palmer, alongside guest speaker and Forrester consultant, Amy Harrison, as they share the financial and business impact interviewed customers realized by using Demandbase as their Go-To-Market solution. Demandbase customer, Suzzette Giron, Senior ABM Specialist at Achievers, shares her team’s experience and outcomes as well.
Hear more real customer stories and learn the details of the commissioned Total Economic Impact study conducted by Forrester Consulting on behalf of Demandbase.
If you are among the 66% of PPC users unhappy with their current results, the solution for your problem is Competitive Intelligence. Tools such as SEMrush and WordStream can show you how best to use your competition's data to formulate the most effective PPC strategy for the long-term. Join us for our joint webinar "How to Beat the Odds in AdWords with Competitive Intelligence" where we will expand upon the information in our companion ebook of the same name.
In this webinar, Navah Hopkins of WordStream and Michael Stricker of SEMrush will share how to:
-Identify your competitors and quantify their PPC investment.
-Learn from their campaign successes (and failures) to minimize your own risk.
-Gain a competitive edge with optimized landing pages.
Increase your Quality Score with ad copy relevance.
-And much more!
For more information about WordStream, visit www.wordstream.com.
SearchLeeds 2018 - Elizabeth Clark - Dream Agility - The future of ShoppingBranded3
Undoubtedly, Google’s fastest growing product, Shopping, is one of the hardest products to master cost effectively. And it’s getting harder by the day as Google encourages more and more retailers on to it, by offering a new automated shopping solution. Where does that leave you as an agency or as an in-house practitioner? How can you protect yourself from automation and your campaigns from spiralling costs and competition? Find out how Google’s top industry trends such as increasing walled gardens, shift to transaction-based ad formats and machine learning can work to your advantage rather than against you.
How to Beat the Odds in AdWords with Competitive IntelligenceSemrush
If you are among the 66% of PPC users unhappy with their current results, the solution for your problem is Competitive Intelligence. Tools such as SEMrush and WordStream can show you how best to use your competition's data to formulate the most effective PPC strategy for the long-term. Join us for this joint webinar "How to Beat the Odds in AdWords with Competitive Intelligence" (originally aired on Thursday, January 8th 2015) where we will expand upon the information in our companion ebook of the same name.
In this webinar, you will learn how to:
Identify your competitors and quantify their PPC investment.
Learn from their campaign successes (and failures) to minimize your own risk.
Gain a competitive edge with optimized landing pages.
Increase your Quality Score with ad copy relevance.
Cutting-Edge Tactics To Spy On Your PPC CompetitionSemrush
Competitor research is important in the ever-changing and highly competitive world of PPC and should be a part of your process. Not only is it wise to have a strategic plan in place, but you should be aware of the various tools available to do a competitive analysis. Are you questioning who your competitors are or how good their campaigns are? Do you know the good and the bad of bidding on competitors keywords?
In this webinar (originally aired on October 23rd, 2014) experts David Black, SEMrush Customer Success Director and Senior Digital Specialist from Hanapin Marketing, Cassie Oumedian, discuss leading tactics in competitor research that will give you a leg up on your competition. You’ll get expert-level PPC tips like:
When and why you should do competitive research
Research tools you should be using and best practices for them
The pros and cons of bidding on competitor terms
"How to Master Smart Bidding" Tomaso Uliana - GoogleAdplify
How to Master Smart Bidding with Google Ads’ Machine Learning Power.
Machine Learning & Automation - Unlock growth through Smart Bidding - Evaluate Smart Bidding & Measure the impact
How We Do It: Proven Website Personalization StrategiesOptimizely
Join us to learn the strategy behind Optimizely’s own personalization and experimentation program. You’ll leave with insights and tactical examples you can implement right away.
In this webinar you’ll learn:
- Why it’s important to incorporate experimentation into your personalization program to avoid common personalization pitfalls
- What metrics you should track to prove funnel impact and website engagement
- How to build a simple yet effective technology stack to bring your personalization strategy to life
Use Revenue Management to Boost Profit at your Independent HotelDuetto
Revenue management is a critical component to running an efficient and profitable hotel today. It is especially important for independent hotels, who don't benefit from the resources and negotiating power that come with a big brand. This webinar will take you from basic practices to advanced pricing strategies that will allow you to better manage distribution complexity and drive more profitability.
WEBINAR AGENDA:
Learn the basics of revenue management
Understanding customer acquisition costs and the dynamic digital landscape
Common pricing mistakes to avoid
Use Open Pricing to better manage distribution
Automate functions with alerts and price rules
Similar to An Introduction to Webtrends Ad Director (20)
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
Building RAG with self-deployed Milvus vector database and Snowpark Container...Zilliz
This talk will give hands-on advice on building RAG applications with an open-source Milvus database deployed as a docker container. We will also introduce the integration of Milvus with Snowpark Container Services.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
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.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
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.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
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- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
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.
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End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
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In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
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We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
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zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex ProofsAlex Pruden
This paper presents Reef, a system for generating publicly verifiable succinct non-interactive zero-knowledge proofs that a committed document matches or does not match a regular expression. We describe applications such as proving the strength of passwords, the provenance of email despite redactions, the validity of oblivious DNS queries, and the existence of mutations in DNA. Reef supports the Perl Compatible Regular Expression syntax, including wildcards, alternation, ranges, capture groups, Kleene star, negations, and lookarounds. Reef introduces a new type of automata, Skipping Alternating Finite Automata (SAFA), that skips irrelevant parts of a document when producing proofs without undermining soundness, and instantiates SAFA with a lookup argument. Our experimental evaluation confirms that Reef can generate proofs for documents with 32M characters; the proofs are small and cheap to verify (under a second).
Paper: https://eprint.iacr.org/2023/1886
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.
1. PPC Optimization – An Introduction to
WebTrends Ad Director
Barry Parshall
Vice President, Product Strategy
+1 (503) 553-2741
Barry.parshall@webtrends.com
2. Agenda
• Automated systems – a brief history lesson
• Demystify algorithmic solutions
– The problems with bid management
– The mathematics of WebTrends Ad Director
• The WebTrends Ad Director solution
• Case studies
• Digital marketing maturity
– Multi-touch attribution
– Leveraging web analytics data
• Questions and discussion
3. Historical Examples of Automation
• Credit card fraud costs the credit industry
billions of dollars every year
– Since the introduction of automated fraud detection
in 1992, fraud has been reduced by 70%
• Human-powered switchboards
replaced by automated routing
systems
– Today, billions of communication
connections are made possible by
mathematically-based systems
4. Historical Examples of Automation
• In 1997, an IBM chess program and computer beat the reigning
chess master in a 6-game match
– Today, no one can beat a properly
designed chess program running on
modern computing technology
• In 2008, $4.5B in paid search advertising was lost to manual
processes and bid management tools
– Over $5B will be wasted in 2009
5. Barriers to PPC Optimization
Failure to leverage data and statistical models
•
Failure to leverage computing power
•
Failure to apply human insight towards strategic functions
•
Failure to optimize SEM holistically
•
• Bid management tools contribute to all of these problems
6. Problems with Bid Management
1. Bid rules do not optimize all campaign elements
Is the right ad being used?
–
Is the right landing page being used?
–
Is the right match type being used?
–
Are the right geo-targets being used?
–
7. Testing and Optimizing Campaign Elements
20 ad creatives
x 5 landing pages
x 3 match types
x 5 positions
x 24 hours in a day
x 3 search engines
x 10,000+ geo-targets
= 1,000,000,000+ combinations
… for just 1 keyword
Billions of attribute combinations in
large-scale PPC campaigns
8. Testing and Optimization Techniques
• A/B/n split testing
– Ideal for a small number of values for a single variable
– Many trials can be executed for each value
• Multi-variable testing
– Operates the same as split testing, but for multiple
variables
• Multivariate optimization
– Required when number of variations is large
– Uses statistical analysis techniques to determine optimal
combination of elements with minimal trial data
Genichi Taguchi
– Taguchi methods are used in digital marketing
applications
9. Problems with Bid Management
1. Bid rules do not optimize all campaign elements
Is the right ad being used?
–
Is the right landing page being used?
–
Is the right match type being used?
–
Are the right geo-targets being used?
–
2. Bid rules do not properly optimize keyword portfolios
– NOTE: “portfolio-based bid management“ ≠ portfolio-based optimization
10. Modern Portfolio Theory
• When applied to investment portfolios, uses asset diversification to
achieve optimal returns within a risk tolerance
Harry Markowitz
• When applied to keyword portfolios, uses keyword diversification to
achieve optimal results with a minimal and predictable ad spend
– Depends on accurately inferring returns for each keyword
11. Problems with Bid Management
1. Bid rules do not optimize all campaign elements
Is the right ad being used?
–
Is the right landing page being used?
–
Is the right match type being used?
–
Are the right geo-targets being used?
–
2. Bid rules do not optimize keyword portfolios
– NOTE: “portfolio bid management“ ≠ portfolio-based optimization
3. Rules-based approaches do not properly estimate expected
results for a given keyword
12. Inferring Results
• Example of bid rule approach (David Rodnitzky):
– Bid = RPC (1-MG), where
• RPC is revenue per click calculated from rolling 7, 14 or 28 day average
• MG is margin goal
• WebTrends Ad Director approach:
– Uses a hierarchical Bayesian inference model to
statistically infer results from existing data
– Ideal for sparse data (tail terms)
– WebTrends has pending patents of the application
of statistical inference in PPC campaigns
– Designed by Ph.D mathematicians
Thomas Bayes
• Leo Chang, Ph.D Mathematics, MIT
• Peter Kassakian, Ph.D Statistical Mathematics, U of C Berkeley
• John Rodkin, Ph.D Mathematics and Computer Sciences, MIT
13. Inferring Results – Tail Term Example
• Bid rule vs. statistical inference approaches
– Bid rule: simplistic math and heavy reliance on recent data cause bids to
fluctuate dramatically
– WebTrends Ad Director: statistical modeling quickly finds the optimal bid rates
and does not “react” to short-term statistical anomalies
100
80
60
40
20
0
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101
BID RULE - ROAS = $3,735 WEBTRENDS AD DIRECTOR - ROAS = $7,745
16. Bottom Line
A properly designed program will always out-perform humans at
•
optimizing large-scale PPC campaigns, while reducing human costs
Best Possible ROI
Result gap increases
Automated Optimization
Result
with campaign size
ROI
Gap
and complexity
Manual / Bid Management
Human Effort
SEM manager efforts better spent on strategic functions
•
Some vendors are intentionally misrepresenting their solutions
•
17. WebTrends Ad Director
Self-Learning, Algorithmic Optimization
• Better performance, less wasted spend, lower total costs
• Works around the clock to drive profitable search programs
– Determine and execute optimal combinations and bids
– Maximize results on a portfolio-basis
• Complete transparency
• Complete control to override the machine
18. Getting Started with Ad Director
• Dedicated account manager
– Establish your goals
– Set up your account
• Watch the machine learn
• Supplement machine learning with human insight
Apply bid overrides
–
Test new ad creatives
–
Expand keywords
–
Identify negative keywords
–
• Review your goals with your account manager
23. CUSTOMER SUCCESS
Lead Generation: Safelite Auto Glass
Weekly Conversions
Business Objective:
• Maximize conversions while
maintaining CPA and budget targets
Results:
• 21% decrease in CPO
• 42% increase in daily sales within the
first two months
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
• 80% increase in daily average click
volume to site
Before WebTrends
24. CUSTOMER SUCCESS
eCommerce: Orion Telescopes & Binoculars
Search Engine Revenues
Business Objective:
150%
• Maximize revenue while maintaining
140%
ROAS and budget goals
130%
Results:
120%
110%
• 35% increase in search advertising
100%
revenues Y/Y
90%
• 25% increase in CTR
80%
• Reduced number of hours spent on
Before WebTrends
campaign management
25. “But what about my job?”
SEM managers should focus on functions machines can’t do:
• Keyword expansion
– Uncover hidden ROAS gems
– Add to portfolio diversity
Negative keyword identification
•
Randomized testing of new ad creatives, offers and landing pages
•
Manual overrides of optimization engine, as needed
•
Cross-channel campaign and organic search impact analysis
•
– Multi-touch attribution
Best results derived from combining the insights of a human
with the computational power of a machine
26. Digital Marketing Maturity
Automated campaign optimization
and statistical attribution modeling
Visitor-centric business intelligence
Affinity scoring and targeted cross-
CUSTOMER-LEVEL INSIGHT
channel communications
Bid management and last-click attribution
Aggregate online marketing reporting
Triggered e-mails
Acquire
Convert
Manual campaign management
Retain
Site activity reporting
E-mail blasts
MA RK E TI NG O P TI MI ZATI O N
27. Maturity Model
Centralization
Cross Media Optimization
Channel Optimization
Channel Specific Process
Fragmentation
29. Campaign Attribution Models
• Last click-through
– Same visit Traditional approaches that provide
– Across visits little insight into performance of
multi-channel campaign strategies
– Configurable timeout
• First click-through
• Equal distribution Emerging models positioned
as providing greater campaign
• Configurable attribution rules
mix insight
– E.g. 50% to last (N), 30% to N-1, 20% to N-2
True insight requires
• Statistical variance modeling
statistical modeling to
– E.g. Cov(x,y;w) = ∑i wi(xi - m(x;w))(yi - m(y;w)) / ∑i wi measure causality
33. 3rd Generation Solutions
business
analysts
data warehouses
and business
intelligence
Visitor-level
Detail Data
merchandising
acquisition
marketing
customer
marketing
34. 3rd Generation Solutions
Best Possible ROAS
Automated Optimization
ROAS
Visitor-level
Manual / Bid Management
Detail Data
Human Effort
attribution
acquisition
modeling
marketing
35. To receive a copy of this presentation, text i1 and your email address to 88769.
Leave a space between the keyword and your email address.
EX: i1 sally@webtrends.com
To rate this presentation, text PPC and your rating on a scale of 1 to 5, 1 being
fair and 5 being excellent, to 88769. Leave a space between the keyword and
your rating.
EX: PPC 5
Barry Parshall
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