More than 54% of your ads never reach your consumers. The amount of global advertising revenue wasted on fraudulent traffic, or clicks automatically generated by bots, could reach $16.4 billion in 2017, according to a new study commissioned by WPP. Even as performance marketing campaigns might look safer to marketers, it is only an illusion, say experts. ad fraud largely happens for those marketers who work from a lead generation point of view and measure their RoI closely.
YOU KNOW HOW?
Network of junk sites have become an integral part of digital marketing ecosystem. It helps many renowned publishers, networks and programmatic platforms in keeping their advertisers happy by supplying high impression volume at dirt cheap CPM rates. Most of which is Fake (non-human)
You, I and everyone browsing the internet have played a role in stealing money from the advertisers. No? Did you not notice a webpage pop-up or pop-under while downloading a song or watching free movies? Exactly, fraud clicks originate from people without their consent (click) when they visit dubious websites or when their computers are infected with Adware.
Not liking your Job? Don't worry you can earn $100,000 by filling up web forms. Yes, there are so many companies who pay people for successful form fills (Google it! online form filling jobs). Incentivized leads generally pass all OTP, Captcha, as well as call center verifications. And later drop-out at some point.
Mouseover on respondents to reveal their quality. Green = Good; Red = Bad.
Challenge: Seperate out respondents based on their quality.
Option 1: Drag & Drop respondents | Option 2: hit SCRUB button
Scrubbed qualifies campaign respondents in real-time based on how they interact with your content. It separates out bad traffic & fake leads as soon as they occur. Scrubbed replaces the currently used laborious practice of qualifying respondents using OTP & telecallers (option 1) with an Artificial Intelligence systems automating this process (option 2).
Grouping people exhibiting similar behavior helps marketer identify important traits of his consumers. Scrubbed can create audience segments across any dimension that marketer needs to classify, sort & organize the respondents and prioritize the next plan of action. The illustration on the right is a simple example of how segmentation helps evaluate performance of media partners.
Lead Assigmnet Logic
Marketers can design their own lead assigmnet logic using a simple Wizard.
You can automate the process of assigning incoming leads to your internal staff, dealers, telecallers. You can build rules to assign leads on the basis of quality, user location, time of entry, priority, any other data, or even the combination of all of them. Automated lead assignment helps in engaging the resource that is apt for the lead.