Comments on: Emetrics Summit Reflections: Peacocks, Woodpeckers, World Bank, Lifetime Value & Click Fraud. http://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html Pluralitas non est ponenda sine neccesitate. Thu, 11 Mar 2010 18:43:05 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Web Analytics Facts » Emetrics summit overviewhttp://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html/comment-page-1#comment-6410 Web Analytics Facts » Emetrics summit overview Tue, 24 Oct 2006 09:53:16 +0000 http://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html#comment-6410 [...] Vorige week een bericht gepost over Emetrics conferentie. Uit meerdere berichten bleek dat het een groot succes was. Avinash heeft wat goede presentaties op een rij gezet. [...] [...] Vorige week een bericht gepost over Emetrics conferentie. Uit meerdere berichten bleek dat het een groot succes was. Avinash heeft wat goede presentaties op een rij gezet. [...]

]]> By: Jethrohttp://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html/comment-page-1#comment-6254 Jethro Mon, 23 Oct 2006 21:45:58 +0000 http://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html#comment-6254 Thank you Avinash! You deliver a great tribute to the WA market. I'm in Web Analytics in the Dutch market and read your posts with great interest.Cheers, Jethro Thank you Avinash! You deliver a great tribute to the WA market. I’m in Web Analytics in the Dutch market and read your posts with great interest.

Cheers,
Jethro

]]> By: eMetrics Summit - Washington 2006 : A big thank you to you all! « WebAnalytics.be Bloghttp://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html/comment-page-1#comment-5942 eMetrics Summit - Washington 2006 : A big thank you to you all! « WebAnalytics.be Blog Sun, 22 Oct 2006 09:39:22 +0000 http://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html#comment-5942 [...] My first thanks goes to Jim and Mathew (Avinash you’re right in calling eMetrics the Finlay-Sterne show ;-)) for hosting this event. Jim is such a nice guy, as Aurélie says you cannot but love him There’s a song by Leonard Cohen called ‘The walz’ that springs Aurélie’s mind every time she witnesses a presentation by Jim Sterne.  Keep it up and I hope that we will be able to present one of these days at eMetrics our european perspective [...] [...] My first thanks goes to Jim and Mathew (Avinash you’re right in calling eMetrics the Finlay-Sterne show ;-)) for hosting this event. Jim is such a nice guy, as Aurélie says you cannot but love him There’s a song by Leonard Cohen called ‘The walz’ that springs Aurélie’s mind every time she witnesses a presentation by Jim Sterne.  Keep it up and I hope that we will be able to present one of these days at eMetrics our european perspective [...]

]]> By: John Marshallhttp://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html/comment-page-1#comment-5709 John Marshall Fri, 20 Oct 2006 17:28:21 +0000 http://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html#comment-5709 Many people are surprised by the sophistication of the click fraud networks that use both automated bots and armies of low cost labor. However, to me it's even more surprising that advertisers are not more diligent about tracking their spend. It's false to assume the networks (Google, YSM, MSN etc.) are going to stop it. It's the responsbility of the advertiser to stay on top of their data.It's also important to note that a significant amount of supposed click fraud is not that at all, but simply poorly targeted advertising. I did cover this in my presentation of course, but it's worth higlighting here that the traits that expose click fraud also highlight wasted advertising dollars. An advertiser can save a lot of money either way.The key to detecting click fraud is to avoid looking at ROI. If you look at ROI you're attempting to use the lack of something (conversions) to prove the existence of something else. Tricky, because ROI often doesn't show up for a majority of campaigns, even without click fraud. Instead you want to use the presence of certain traits, like very short Average Time On Site. We're writing a step by step approach to click fraud that will be published soon. Some of the steps are specific to ClickTracks' products, but can adapted to anything else pretty easily.A preview of the article is here (it will undergo further editing)http://www.clicktracks.com/insidetrack/articles/click_fraud_how-to_1.phpPages 2 and 3 are probably most interesting.John M. Many people are surprised by the sophistication of the click fraud networks that use both automated bots and armies of low cost labor. However, to me it’s even more surprising that advertisers are not more diligent about tracking their spend. It’s false to assume the networks (Google, YSM, MSN etc.) are going to stop it. It’s the responsbility of the advertiser to stay on top of their data.

It’s also important to note that a significant amount of supposed click fraud is not that at all, but simply poorly targeted advertising. I did cover this in my presentation of course, but it’s worth higlighting here that the traits that expose click fraud also highlight wasted advertising dollars. An advertiser can save a lot of money either way.

The key to detecting click fraud is to avoid looking at ROI. If you look at ROI you’re attempting to use the lack of something (conversions) to prove the existence of something else. Tricky, because ROI often doesn’t show up for a majority of campaigns, even without click fraud. Instead you want to use the presence of certain traits, like very short Average Time On Site. We’re writing a step by step approach to click fraud that will be published soon. Some of the steps are specific to ClickTracks’ products, but can adapted to anything else pretty easily.

A preview of the article is here (it will undergo further editing)

http://www.clicktracks.com/insidetrack/articles/click_fraud_how-to_1.php

Pages 2 and 3 are probably most interesting.

John M.

]]> By: Jonathan Mendezhttp://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html/comment-page-1#comment-5700 Jonathan Mendez Fri, 20 Oct 2006 14:16:40 +0000 http://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html#comment-5700 Avinash,Thanks for the great recap!Jonathan Avinash,

Thanks for the great recap!

Jonathan

]]> By: Matt Lillighttp://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html/comment-page-1#comment-5590 Matt Lillig Thu, 19 Oct 2006 19:31:03 +0000 http://www.kaushik.net/avinash/2006/10/emetrics-summit-reflections-peacocks-woodpeckers-world-bank-lifetime-value-click-fraud.html#comment-5590 Hi Avinash,In regards to the John Marshall's click fraud presentation...did he talk at all about the recent Business Week investigation on click fraud? Click fraud was the cover story on the October 2nd, 2006 issue called: "Click Fraud: The Dark Side Of Advertising"It spoke about what they call "parked web sites" or web sites with little or no content except for lists if Internet ads, often supplied by Google or Yahoo; many of them are the source of false clicks.It was an extremely shocking issue. They investigated a guy in Budapest who owns as many as 200 parked sites. He claims to take in $7,000 a month because he recruits members who agree to read marketing emails and web sites. He pays these readers about a penny for every click they make. He receives a bunch of money from search engines like Google and Yahoo because he owns these parked sites and generates clicks for them. Even though most of these clicks are bogus, he still gets paid!The issue gave Google and Yahoo a bad name in my opinion. Hi Avinash,

In regards to the John Marshall’s click fraud presentation…did he talk at all about the recent Business Week investigation on click fraud? Click fraud was the cover story on the October 2nd, 2006 issue called: “Click Fraud: The Dark Side Of Advertising”

It spoke about what they call “parked web sites” or web sites with little or no content except for lists if Internet ads, often supplied by Google or Yahoo; many of them are the source of false clicks.

It was an extremely shocking issue. They investigated a guy in Budapest who owns as many as 200 parked sites. He claims to take in $7,000 a month because he recruits members who agree to read marketing emails and web sites. He pays these readers about a penny for every click they make. He receives a bunch of money from search engines like Google and Yahoo because he owns these parked sites and generates clicks for them. Even though most of these clicks are bogus, he still gets paid!

The issue gave Google and Yahoo a bad name in my opinion.

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