Algorithms Still Need Oversight
September 8, 2015
Many have pondered what might happen when artificial intelligence systems go off the rails. While not spectacular enough for Hollywood, some very real consequences have been observed; the BBC examines “The Bad Things that Happen When Algorithms Run Online Shops.”
The article begins by relating the tragic tale of an online T-shirt vendor who just wanted to capitalize on the “Keep Calm and Carry On” trend. He set up an algorithm to place random terms into the second half of that oft-copied phrase and generate suggested products. Unfortunately, the list of phrases was not sufficiently vetted, resulting in a truly regrettable slogan virtually printed on virtual examples. Despite the fact that the phrase appeared only on the website, not on any actual shirts, the business never recovered its reputation and closed shortly thereafter. Reporter Chris Baranuik writes:
“But that’s the trouble with algorithms. All sorts of unexpected results can occur. Sometimes these are costly, but in other cases they have benefited businesses to the tune of millions of pounds. What’s the real impact of the machinations of machines? And what else do they do?”
Well, one other thing is to control prices. Baranuik reports that software designed to set online prices competitively, based on what other sites are doing, can cause prices to fluctuate day-to-day, sometimes hour-to-hour. Without human oversight, results can quickly become extreme to either end of the scale. For example, for a short time last December, prices of thousands of products sold through Amazon were set to just one penny each. Amazon itself probably weathered the unintended near-giveaways just fine, but smaller merchants selling through the site were not so well-positioned; some closed as a direct result of the error. On the other hand, vendors trying to keep their prices as high as feasible can make the opposite mistake; the article points to the time a blogger found an out-of-print textbook about flies priced at more than $23 million, the result of two sellers’ dueling algorithms.
Such observations clearly mean that consumers should be very wary about online prices. The bigger takeaway, though, is that we’re far from ready to hand algorithms the reigns of our world without sufficient human oversight. Not yet.
Cynthia Murrell, September 8, 2015
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
Beyond Google, How to Work Your Search Engine
August 28, 2015
The article on Funnelback titled Five Ways to Improve Your Website Search offers tips that may seem obvious, but could always stand to be reinforced. Sometimes the Google site:<url> is not enough. The first tip, for example, is simply to be helpful. That means recognizing synonyms and perhaps adding an autocomplete function in case your site users think in different terms than you do. The worst case scenario is search is typing in a term and yielding no results, especially when the problem is just language and the thing being searched for is actually present, just not found. The article goes into the importance of the personal touch as well,
“You can use more than just the user’s search term to inform the results your search engine delivers… For example, if you search for ‘open day’ on a university website, it might be more appropriate to promote and display an ‘International Open Day’ event result to prospective international students instead of your ‘Domestic Student Open Day’ counterpart event. This change in search behavior could be determined by the user’s location – even if it wasn’t part of their original search query.”
The article also suggests learning from the search engine. Obviously, analyzing what customers are most likely to search for on your website will tell you a lot about what sort of marketing is working, and what sort of customers you are attracting. Don’t underestimate search.
Chelsea Kerwin, August 28, 2015
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
Sensible Advice on Content Marketing
August 21, 2015
Here’s a post on structured-content marketing that is refreshingly free of semantic search baloney. Tatiana Tilearcio at Synthesio shares what she learned from a seminar in, “Four Insights from a Content Marketing Crash Course.” The symposium, scheduled to be repeated in October in Connecticut, was presented by content-strategy outfit Content Boost. Tilearcio’s first takeaway promotes a firm foundation; she writes:
“Get Organized And Understand Your Goals Before You Create Your Content Marketing Plan.
Before you sit down to put together your strategic plan, you have to know the answer to the question ‘what’s the purpose for your content marketing, and what will it do to your brand?’ To do this, you need to first create a dream wish-list of what you would like to see for your brand. Next, you need to address how you want to go about enhancing your brand’s content marketing efforts and what your budget is. When creating a content marketing plan, or any marketing plan, a budget is essential. Without a proper budget of what your plan will cost, your ideas will never come to fruition. If you have identified all of this, then you are already well on your way to understanding what your campaign strategy is.”
The article also discusses blending efforts in blogging, social media, and email; co-sourcing content; ensuring users find value in gated assets; repurposing content; and the importance of strong titles. See the post for more details on each of these points. Based in Norwalk, Connecticut, Content Boost is part of the Technology Marketing Corporation, aka TMCnet.
Cynthia Murrell, August 21, 2015
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
SharePoint May be Last Remaining on Premises Hold Out
August 18, 2015
In conversations surrounding enterprise software, the on-site vs. cloud debate is not a new one. However, it is one that is heating up. Microsoft’s announcements relating to SharePoint Server 2016 and its continued support for on-premises infrastructure definitely stoke the fires of that conversation. CIO takes on the debate in their article, “Why SharePoint is the Last Great On-Premises Application.”
The article begins:
“While it seems like almost every piece of IT is moving to cloud these days, there are still plenty of reasons to keep SharePoint in your server room – where it belongs . . . SharePoint Server is such a sticky product with tentacles everywhere in the enterprise that it may well be the last great on-premises application. Let’s explore why.”
The article goes on to delineate many reasons why on-site is still favored among IT professionals. Only time will tell if the cloud really is able to completely take over, or if the market will demand continued access to on-site solutions. Until the verdict is clear, stay on top of the latest updates on both sides of the aisle with ArnoldIT.com. Stephen E. Arnold is a lifelong leader in search, and his dedicated SharePoint feed is of particular value for SharePoint professionals.
Emily Rae Aldridge, August 18, 2015
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
Google Seeks SEO Pro
August 12, 2015
Well, isn’t this interesting. Search Engine Land tells us that “Google Is Hiring an SEO Manager to Improve its Rankings in Google.” The Goog’s system is so objective, even Google needs a search engine optimization expert! That must be news to certain parties in the European Union.
Reporter Barry Schwartz spotted the relevant job posting at the company’s Careers page. Responsibilities are as one might expect: develop and maintain websites; maintain and develop code that will engage search engines; keep up with the latest in SEO techniques; and work with the sales and development departments to implement SEO best practices. Coordination with the search-algorithm department is not mentioned.
Google still stands as one of the most sought-after employers, so it is no surprise they require a lot of anyone hoping to fill the position. Schwartz notes, though, that link-building experience is not specified. He shares the list of criteria:
“The qualifications include:
*BA/BS degree in Computer Science, Engineering or equivalent practical experience.
*4 years of experience developing websites and applications with SQL, HTML5, and XML.
*2 years of SEO experience.
*Experience with Google App Engine, Google Custom Search, Webmaster Tools and Google Analytics and experience creating and maintaining project schedules using project management systems.
*Experience working with back-end SEO elements such as .htaccess, robots.txt, metadata and site speed optimization to optimize website performance.
*Experience in quantifying marketing impact and SEO performance and strong understanding of technical SEO (sitemaps, crawl budget, canonicalization, etc.).
*Knowledge of one or more of the following: Java, C/C++, or Python.
*Excellent problem solving and analytical skills with the ability to dig extensively into metrics and analytics.”
Lest anyone doubt the existence of such an ironic opportunity, the post reproduces a screenshot of the advertisement, “just in case the job is pulled.”
Cynthia Murrell, August 12, 2015
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
YouTube Wants You to Pay For…YouTube Content?
August 5, 2015
YouTube is free and that is one of the biggest draws for viewers. Viewers pull the plug on cable and instead watch TV and movies on the Internet or via streaming device. While YouTube might be free, video streaming services like Hulu, Netflix, and Amazon Prime offer network television for a fraction of the cable price. Google wants in on the streaming service game and it is already prepped with YouTube. Google’s only problem is that it does not have major TV networks signed up. Slash Gear explains in the article that “YouTube’s Upcoming Paid Service Hasn’t Signed Up TV Networks.” Cheaper access to network TV is one of main reasons that viewers sign up for a video streaming service, without them YouTube has a problem:
“What is most notable, however, is what is missing: TV networks. And according to sources, YouTube hasn’t at this point signed up any of those networks like NBC and Fox. Those networks would bring with them their popular shows, and those popular shows would bring in viewers. That doesn’t mean the networks will never be brought in — sources said there’s still time for them to get on board, as the rollout isn’t pegged for until later this year.”
Google is currently counting on YouTube stars to power the paid platform, which users will be able to watch ad free. Without network TV, a larger movie library, and other content, paying for YouTube probably will not have many takers. Why pay for already free videos, when all you have to do is watch a thirty-second ad?
Whitney Grace, August 5, 2015
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
Online Ads Discriminate
August 3, 2015
In our modern age, discrimination is supposed to be a thing of the past. When it does appear, people take to the Internet to vent their rage and frustrations, eager to point out this illegal activity. Online ads, however, lack human intelligence and are only as smart as their programmed algorithm. Technology Review explains in “Probing The Dark Side of Google’s Ad-Targeting System” that Google’s ad service makes inaccurate decisions when it comes to gender and other personal information.
A research team at Carnegie Mellon University and the International Computer Science Institute built AdFisher, a tool to track targeted third party ads on Google. AdFisher found that ads were discriminating against female users. Google offers a transparency tool that allows users to select what types of ads appear on their browsers, but even if you use the tool it doesn’t stop some of your personal information from being used.
“What exactly caused those specific patterns is unclear, because Google’s ad-serving system is very complex. Google uses its data to target ads, but ad buyers can make some decisions about demographics of interest and can also use their own data sources on people’s online activity to do additional targeting for certain kinds of ads. Nor do the examples breach any specific privacy rules—although Google policy forbids targeting on the basis of “health conditions.” Still, says Anupam Datta, an associate professor at Carnegie Mellon University who helped develop AdFisher, they show the need for tools that uncover how online ad companies differentiate between people.”
The transparency tool only controls some of the ads and third parties can use their own tools to extract data. Google stands by its transparency tool and even offers users the option to opt-out of ads. Google is studying AdFisher’s results and seeing what the implications are.
The study shows that personal data spills out on the Internet every time we click a link or use a browser. It is frightening how the data can be used and even hurtful if interpreted incorrectly by ads. The bigger question is not how retailers and Google uses the data, but how do government agencies and other institutes plan to use it?
Whitney Grace, August 3, 2015
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
Dassault Systemes’ “Single View of the Truth” Problem-Solving Approach
July 3, 2015
The article on Today’s Medical Developments titled Collaborative Design Software uses the online collaborative design video game Minecraft to consider the possibilities for programmers working together in the future. Dassault Systemes’ is in the process of implementing a change to many design engineers working more collaboratively off a master file. The article quotes Monica Menghini, a Dassault executive,
“Our platform of 12 software applications covers 3D modeling (SOLIDWORKS, CATIA, GEOVIA, BIOVIA); simulation (3DVIA, DELMIA, SIMULA); social and collaboration (3DSWYM, 3DXCITE, ENOVIA); and information intelligence (EXALEAD, NETVIBES)… These apps together create the experience. No single point solution can do it – it requires a platform capable of connecting the dots. And that platform includes cloud access and social apps, design, engineering, simulation, manufacturing, optimization, support, marketing, sales and distribution, communication…PLM – all aspects of a business; all aspects of a customer’s experience.”
The point is that Dassault wants to sell customers a dozen products to solve a problem, which seems like an interesting and complicated approach. They believe new opportunities could include more efficient design-building, earlier chances for materials specialists to cut costs by opting for lighter materials, marketing could begin earlier in the process and financial planners would have the ability to follow the progress of a design, allowing for a more transparency on every level of production.
Chelsea Kerwin, July 3, 2014
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
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Webinar from BrightFunnel Ties Marketing to Revenue
June 30, 2015
The webinar on BrightFunnel Blog titled Campaign Attribution: Start Measuring True Marketing Impact (How-To Video) adds value to marketing efforts. BrightFunnel defines itself as platform for marketing analytics that works to join marketing more closely to revenue. The webinar is focused on the attribution application. The video poses three major questions that the application can answer about how pipeline and revenue are affected by marketing channels and specific campaigns, as well as how to gain better insight on the customer. The article overviews the webinar,
“Marketers care. We care a lot about what happens to all those leads we generate for sales. It can be hard to get a complete view of marketing impact when you’re limited to trusting that the right contacts, if any, are being added to opportunities! In this recording from our recent webinar, see how BrightFunnel solves key attribution problems by providing seamless visibility into multi-touch campaign attribution so you can accurately measure the impact you have on pipeline and revenue.”
BrightFunnel believes in an intuitive approach, claiming that three to four weeks has been plenty of time for their users to get set up and get to work with their product. They host a series of webinars that allows interested parties to ask direct questions and be answered live.
Chelsea Kerwin, June 30, 2014
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
Why Are Ads Hiding Themselves
June 25, 2015
The main point of an advertisement is to get your attention and persuade you to buy a good or service. So why would ads be hiding themselves in a public venue? Gizmodo reports that in Russia certain ads are hiding from law enforcement in the article: “This Ad For Banned Food In Russia Itself From The Cops.” Russian authorities have banned imported food from the United States and European Union. Don Giulio Salumeria is a Russian food store that makes its income by selling imported Italian food, but in light of the recent ban the store has had to come up with some creative advertising:
“Websites are already able to serve up ads customized for whoever happens to be viewing a page. Now an ad agency in Russia is taking that idea one step further with an outdoor billboard that’s able to automatically hide when it spots the police coming.”
Using a camera equipped with facial recognition software programmed to recognized symbols and logos on officers’ uniforms, the billboard switches ads from Don Giulio Salumeria to another ad advertising a doll store. While the ad does change when it “sees “ the police coming, they still have enough time to see it. The article argues that the billboard’s idea is more interesting than anything. It then points out how advertising will become more personally targeted in the future, such as a billboard recognizing a sports logo and advertising an event related to your favorite team or being able to recognize your car on a weekly commute, then recommending a vacation. While Web sites are already able to do this by tracking cookies on your browser, it is another thing to being tracked in the real world by targeted ads.
Whitney Grace, June 25, 2015
Sponsored by ArnoldIT.com, publisher of the CyberOSINT monograph
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