This month’s key highlight in Marketo’s May release is Veeva’s native CRM integration. This powerful integration empowers marketers to create customized cross-channel experiences for healthcare professionals (HCP).
We’ll also share the latest on Dynamic Chat, updates on email bot activity filtering and new API enhancements.
Veeva’s native CRM integration with Marketo
We’ve been digging into Veeva integrations with both Marketo and Salesforce, and now Adobe has pushed forward a native integration. For those unfamiliar with Veeva, read on.
Veeva offers cloud-based solutions for life sciences, providing data, software services, and an extensive ecosystem of partners to support the most critical functions from research and development to commercial.
More specifically, Veeva CRM is a communication platform built to assist sales professionals in developing relationships with key stakeholders. Through Veeva CRM, users can view important notifications, next best actions, and HCP profiles.
Veeva CRM provides a centralized database of provider accounts and contacts to help sales professionals:
- Prepare for meetings.
- Send external communications.
- Access marketing collateral relevant to the deal.
- View communication history with prospects.
- Create reports to identify progress and monitor progress made.
Veeva CRM is built on Salesforce, meaning Veeva customers can access the Salesforce app exchange, native Salesforce integrations, and the Salesforce endpoint. This means Veeva CRM users are able to utilize Salesforce standard objects.
Why we care. When data can be passed between systems in a low-friction environment, field sales representatives are able to contact hard-to-reach HCPs through automated Marketo programs. News, clinical support, and other valuable content can be automatically delivered. Most importantly, these messages can be delivered at the right time and place with greater visibility into the customer life cycle.
Here’s what’s possible with a Veeva CRM integration with Marketo:
- Track and measure HCP behavior and interests in real-time, enabling relevant experiences that create differentiation through engagement.
- Follow-up sales call with automated messaging based on call content and responses.
- Launch campaigns to educate HCPs and create awareness for new products.
- Launch cross-channel nurture campaigns
- Sales can be alerted when an HCP is ready to begin sampling and prescribing the new product based on their scoring threshold.
The continued evolution of Dynamic Chat
For those unfamiliar, Marketo has launched this new offering included in all Marketo Engage bundles at no additional cost. The phased rollout began earlier this year, and the goal is to have Dynamic Chat available to all customers in Q4 of this year.
As defined by Marketo, Dynamic Chat empowers users to drive engagement and conversions with interactive, personalized conversations for every web visitor.
Through Dynamic Chat, marketers can:
- Automatically collect submitted lead information.
- Gain access to behavior metrics, such as:
- Time on page
- Time on site
- Page scroll percentage (this helps gauge when chat dialogue should appear on the page).
- Share impactful content via attaching PDFs to the chat.
- Select the exact pages to have chat appear and deselect unqualifying pages.
- Schedule sales meetings.
Users can either select one of the predesigned templates or create their own from scratch to get started. There are currently templates for lead generation, lead qualification, and event registration.
Even better, marketers can customize the chat box to match their brand guidelines (color scheme and fonts).
Why we care. The possibilities are endless with Dynamic Chat. There is the potential to simplify your martech stack and also take advantage of features like chat engagement data to generate relevant ads to get more ROI from your paid ad strategy.
Since Dynamic Chat is natively integrated with Marketo, all engagement and lead info will be pushed into Marketo in real-time. Not to mention, marketers can engage with both known and anonymous web visitors with personalized and qualifying conversations at scale.
There were a few announcements around form updates and API access for CRM-enabled subscriptions on the API front. We tapped into the knowledge of Perkuto + MERGE’s Senior Technical Expert, Paul Ferrer to learn more about these enhancements.
Expanded access for CRM-enabled subscriptions
This is welcome news as it allows Marketo to be a single source for all data instead of needing to manage separate connections to Marketo and the CRM. This should simplify extracting information from external analytics platforms.
- Support for “hidden” data types in Forms.
- Support multiple comparison values for “isNot Form” via rules.
- Allow setting of display and submitted values in select lists separately.
All three updates to the form field APIs greatly expand the capabilities for maintaining and creating your forms remotely. Hidden fields can now be added and updated, picklist values can be maintained consistently and we get additional logic options via API. All great news!
Allow setting of Disable Open Tracking on Create or Update Email
We’ll never say no to more options when it comes to managing assets via API. Programmatically disabling open tracking on emails will further enable you to manage email assets in bulk.
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Another highlight of this month’s release is the filtering of bot activity. Users are now able to prevent inaccurate email reporting and unintended sales alerts through email bot filtering.
Marketo announced two new attributes to email click and email open activities that will highlight bot activity. These attributes are labeled as “is bot activity” and “bot activity pattern.”
We were also introduced to more sophisticated patterns that call out bot activities, which are:
- Hidden link IPs/UAs: identifying clicks and opens generated from bots clicking the hidden link.
- Proximity patterns: clicks or opens happening at nearly the same time to identify bot activity.
Asset Expiration is now available
Last but not least, we were excited to hear a key feature from Marketo Sky would be carried over into Marketo.
Marketo users are now able to set expiration dates on landing pages, deactivate trigger campaigns, and stop recurring batch campaigns. This means no more expired event registration pages with the ability to automatically unpublish landing pages. Control of asset deactivation can be assigned to specific user roles through new permission.
View the complete set of May 2022 Marketo Release Notes.
This article is presented through a partnership between MarTech and Perkuto + MERGE , a marketing operations consultancy.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
The Biggest Ad Fraud Cases and What We Can Learn From Them
Ad fraud is showing no signs of slowing down. In fact, the latest data indicates that it will cost businesses a colossal €120 billion by 2023. But even more worrying is that fraudsters’ tactics are becoming so sophisticated that even big-name companies such as Uber, Procter & Gamble, and Verizon have been victims of ad fraud in recent years.
So what does this mean for the rest of the industry? The answer is simple: every ad company, no matter their size or budget is just as at risk as the big guns – if not more.
In this article, I summarize some of the biggest and most shocking cases of ad fraud we’ve witnessed over recent years and notably, what vital lessons marketers and advertisers can learn from them to avoid wasting their own budgets.
The biggest ad fraud cases in recent years
Let’s take a look at some of the most high-profile and harmful ad fraud cases of recent years that have impacted some of the most well-known brands around the world.
Methbot: $5 million a day lost through fake video views
In 2016, Aleksandr Zhukov, the self-proclaimed “King of Fraud”, and his group of fraudsters were discovered to have been making between $3 and $5 million a day by executing fake clicks on video advertisements.
Oft-cited as the biggest digital ad fraud operation ever uncovered, “Methbot” was a sophisticated botnet scheme that involved defrauding brands by enabling countless bots to watch 300 million video ads per day on over 6000 spoofed websites.
Due to the relatively high cost-per-mille (CPM) for video ads, Aleksandr and his group were able to steal millions of dollars a day by targeting high-value marketplaces. Some of the victims of the Methbot fraud ring include The New York Times, The New York Post, Comcast, and Nestle.
In late 2021, Aleksandr Zhukov was sentenced to 10 years in prison and ordered to pay over $3.8 million in restitution.
Uber: $100 million wasted in ad spend
In another high-profile case, transportation giant Uber filed a lawsuit against five ad networks in 2019 – Fetch, BidMotion, Taptica, YouAppi, and AdAction Interactive – and won.
Uber claimed that its ads were not converting, and ultimately discovered that roughly two-thirds of its ad budget ($100 million) wasn’t needed. This was on account of ad retargeting companies that were abusing the system by creating fraudulent traffic.
The extent of the ad fraud was discovered when the company cut $100 million in ad spend and saw no change in the number of rider app installs.
In 2020, Uber also won another lawsuit against Phunware Inc. when they discovered that the majority of Uber app installations that the company claimed to have delivered were produced by the act of click flooding.
Criteo: Claims sues competitor for allegedly running a damaging counterfeit click fraud scheme
In 2016, Criteo, a retargeting and display advertising network, claimed that competitor Steelhouse (now known as MNTM) ran a click fraud scheme against Criteo in a bid to damage the company’s reputation and to fraudulently take credit for user visits to retailers’ web pages.
Criteo filed a lawsuit claiming that due to Steelhouse’s alleged actions — the use of bots and other automated methods to generate fake clicks on shoe retailer TOMS’ ads — Criteo ultimately lost TOMS as a client. Criteo has accused Steelhouse of carrying out this type of ad fraud in a bid to prove that Steelhouse provided a more effective service than its own.
Twitter: Elon Musk claims that the platform hosts a high number of inauthentic accounts
In one of the biggest and most tangled tech deals in recent history, the Elon Musk and Twitter saga doesn’t end with Twitter taking Musk to court for backing out of an agreement to buy the social media giant for $44 billion.
In yet another twist, Musk has also claimed that Twitter hid the real number of bots and fake accounts on its platform. He has also accused the company of fraud by alleging that these accounts make up around 10% of Twitter’s daily active users who see ads, essentially meaning that 65 million of Twitter’s 229 million daily active users are not seeing them at all.
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6 Lessons marketers can learn from these high-profile ad fraud cases
All of these cases demonstrate that ad fraud is a pervasive and ubiquitous practice that has incredibly damaging and long-lasting effects on even the most well-known brands around the world.
The bottom line is this: Marketers and advertisers can no longer afford to ignore ad fraud if they’re serious about reaching their goals and objectives. Here are some of the most important lessons and takeaways from these high-profile cases.
- No one is safe from ad fraud
Everyone — from small businesses to large corporations like Uber — is affected by ad fraud. Plus, fraudsters have no qualms over location: no matter where in the world you operate, you are susceptible to the consequences of ad fraud.
- Ad fraud is incredibly hard to detect using manual methods
Fraudsters use a huge variety of sneaky techniques and channels to scam and defraud advertisers, which means ad fraud is incredibly difficult to detect manually. This is especially true if organizations don’t have the right suggestions and individuals dedicated to tracking and monitoring the presence of ad fraud.
Even worse, when organizations do have teams in place monitoring ad fraud, they are rarely experts, and cannot properly pore through the sheer amount of data that each campaign produces to accurately pinpoint it.
- Ad fraud wastes your budget, distorts your data, and prevents you from reaching your goals
Ad fraud drains your budget significantly, which is a huge burden for any company. However, there are also other ways it impacts your ability to deliver results.
For example, fake clicks and click bots lead to skewed analytics, which means that when you assess advertising channels and campaigns based on the traffic and engagement they receive, you’re actually relying on flawed data to make future strategic decisions.
Finally – and as a result of stolen budgets and a reliance on flawed data – your ability to reach your goals is highly compromised.
- You’re likely being affected by ad fraud already, even if you don’t know it yet
As seen in many of these cases, massive amounts of damage were caused because the brands weren’t aware that they were being targeted by fraudsters. Plus, due to the lack of awareness surrounding ad fraud in general, it’s highly likely that you’re being affected by ad fraud already.
- You have options to fight the effects of ad fraud
Luckily, as demonstrated by these cases, there are some options available to counteract the impact and losses caused by ad fraud, such as requesting a refund or even making a case to sue. In such cases, ad fraud detection solutions are extremely useful to uncover ad fraud and gather evidence.
- But the best option is to prevent ad fraud from the get-go
The best ad fraud protection is ad fraud prevention. The only surefire way to stop fraudsters from employing sophisticated fraud schemes and attacking your campaigns is by implementing equally sophisticated solutions. Anti-ad fraud software solutions that use machine learning and artificial intelligence help you keep fraud at bay, enabling you to focus on what matters: optimizing your campaigns and hitting your goals.
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