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Are You Spending Too Much on Your Internet Security?
Could having overly efficient Internet security actually be harming your company’s productivity? Well Google’s former chief information officer Douglas Merrill intimated as much in a speech at the Black Hat USA 2009 conference.
He warned of business owners splashing out huge sums for Internet security without a real understanding of exactly what it was getting. The clampdown in online activity could well reducing the amount of productivity that staff are able to be involved with, thus causing a detrimentally restrictive culture.
Clearly Internet security is important; however, this speech perhaps reflects the growing fear that is gripping businesses worldwide about the safety of documents and data. Whilst vigilance is essential, don’t go waving black cheques at security firms and get the level of protection you require without prohibiting productivity.
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Attribution 101: Google Analytics and AdWords
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
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Why Bing is a Valuable Paid Media Platform
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
What do you think?