Marketing Security & Anomaly Detection– Eric Vardon // Morphio

Quotes

• “Anomaly detection ultimately looks for those data variances across new digital marketing or performance-based data and it is looking for the things that ultimately fall outside of normally what would happen.” -Eric“We are already doing this. We wake upand we are already logged in to Google Analytics or SEO tools or Facebook. I know what the signals are but for me to do that manually every day is a little crazy and that is where the mistakes kind of start.” -Eric“When we talk about protection, the anomaly side is already looking for what those data points are. If you tell the data what to look for and something falls outside of it, hopefully you can look at that new way to work and say, maybe I have a few hours for other things.” -Eric“Boy, do I wish I have a solution like Morphio last week. I was running a direct response campaign for a previous sponsor of the MarTech podcast and we were taking the mobile app IDs from the people that listened to their content and we were trying to drive those content consumers to their website using Facebook and I actually mixed up the daily limits.” -Ben“I set up a 500 daily limit instead of a total campaign budget og $500. I came to work Monday morning and I’ve spent $2,100 over the weekend. Obviously it’s nota make or break but hey, that’s two grand out of my pocket and I’m sure that that happens to larger brands and the numbers are much bigger.” -Ben “Back to what we were discussing which was ensuring that there’s a feedback loop for the algorithm to be smart. You have to think about it in an individual perspective because let’s say you’re an agency and you have 50 different accounts, each one of those accounts whether B2B or consumer-based, their data points are all different.” -Eric“You need time to be able to educate those algorithms for the data to know what it is that you’re looking for. The point I’m trying to make is that across the security side, you’re looking at your landing pages. From the future perspective, we are really about providing optimizations from a deep level.” -Eric“So essentially, anomaly detection security is a learning mechanism to not only say, hey you spend is more than what you might expect on a given campaign’, it’s also looking at the performance of the campaign.” -Ben “When you talk about conversion and landing page data, what goes through my head is, ‘Okay, I’m running a thousand dollars of spend a day, to use a round number and if that spikes to 2,000, I might get an alert and notified that I’m spending more than I usually am. On the flip side, it’s your running your campaigns and we are seeing your conversion rates have dipped as well.” -Ben“There’s two parts of our system: the protection and the grow side. The answer does vary depending on size of the agency, size of the marketing team, etc. It really depends on your workflow and I think we try to really build our tool to wrap around each of those.” -Eric“Many of our smaller teams still love to execute on platform and that’s where they spend the majority of the time so they look for Morphio to protect a lot of those data variances across all of those campaigns, that’s what feels good to them.” -Eric“We have larger teams that used the growth side of our platform to be able to buy the inside and say, ‘Okay my customer lead is down, how does that correlate across all the different tactics that have integrated ultimately saving the hours of correlating that data on the fly.” -Eric“This is an example of avoiding manual processes, wasting the cycles to go through each individual campaign to make sure that it is performing as you would expect.” -Ben “For our platform, it’s all about the Google analytics set up and how effective you are at in the ability to track across every event or conversion goal that it is you are hoping to attribute. So we brough the ideation to Morphio and at the ground level of managing those conversions. I think the different part about it is that our machine learning and our algorithm starts to look at the historical data that you bringin and starts to look at the different compounding effects of what a spend alert would traditionally do and it becomes smarter over time.” -Eric“So the evolution of what your standard KPIs are can adjust over time based on not just recent performance, or what’s happening in the campaign but what’s happening in the historical performance as well.” -Ben “We are proponents of freeing up time, so we, marketers can be more strategic and have more time for the things that we love to do. We need to utilize AI and machine learning to help us aid in that but it is up to us to have the layer of control, the decision-making. That is ultimately the only waythat we will be able to marry creativity and automation together.” - Eric