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Have you ever noticed strange prospect behavior when viewing your email reports? As a Pardot consultant, some of the most common questions I’m asked have to do with email reporting. In this blog, I’m going to talk about bot activity or ‘fake clicks’ that you’ve probably seen from time to time when reviewing your own reports.
Why does it happen?
A lot of companies out there have some type of email security system in place to help combat the large amount of marketing emails their server gets. The functionality of these systems vary from company to company, but a lot of these systems have the ability to instantly ‘click’ every link in an email the second it hits the recipient’s server. On top of checking the links to make sure they aren’t malicious, these systems have also been known to hit that dreaded ‘unsubscribe’ button. You may have even seen this activity on some of your own prospect records, like the example below. It’s easy to spot once you open the record as every link in the email will have been clicked at the same time, which is very unlikely to happen if this were legitimate prospect behavior.
Is This a Problem?
False positives in any type of reporting are frustrating as they skew the results that you’re looking for. While there isn’t a ton you can do on your end, rest assured that these types of email spam systems are in the minority. We did some research of our own clients’ instances and while we weren’t able to find a consistent pattern, we did notice that this seems to occur more frequently when emails prospects in the Higher Education, Government, and Financial industries.
How Pardot Helps
Towards the end of last year, Pardot rolled out a new batch of visitor filters to be included with every instance. These filters are designed to help catch, and filter out, email activity performed by these spam services that I mentioned above. If you navigate to Admin > Automation Settings > Visitor Filters you’ll see the 33 visitor filters Pardot includes out of the box. If you highlight over the gear icon in the top right corner of your Pardot instance, you have the ability to toggle the ‘Show Filtered Activities’ setting on or off. With this setting turned on, you can open a prospect record and actually filter by their filtered activities, to see if anything was caught.
Keeping this setting turned on is the best way to help maintain accurate reporting within Pardot and ensure that the majority of your clicks are legitimate.
Make sure that you leave Pardot’s default visitor filters alone and don’t delete them. There isn’t a great reason to delete them, and once deleted they must be added back one at a time. Additionally, if you’re able to identify the IP address of ‘people’ performing fake clicks, you can add them as an additional visitor filter to help filter out that activity.
If you need help setting up your Pardot instance or have additional questions about Pardot email marketing, contact Pardot consultants Invado Solutions.
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Security token offerings (STOs for short) are fundraising tools that are similar to ICOs and are quickly gaining a lot of popularity in the business world. The difference between the ICOs and the STOs is that there are specific regulations that hold token issuers accountable when actions are taken.
The STOs are different than the utility tokens as they generate specific security tokens that operate completely within legal boundaries and are digital assets.
The Security Token
In order to properly understand what an STO is and the associated requirements, we have to first understand what the security token is.
The token is official security in the event that profit is expected from the effort put in by others. When an ICO does not follow specific regulations, penalties appear. In the event that all regulations are met, tokens become highly usable.
At the core, a security token is a contract, an investment that shows legal ownership of a digital or physical asset, like ETFs, real estate and so on. Ownership has to be verified through the use of blockchain technology and even KYC (Know Your Business) technology. When ownership is verified, the holder of the security token is allowed to:
- Trade tokens in exchange for other assets.
- Store tokens in another wallet.
- Use tokens as collateral in the event a loan is desired.
A security token’s true value can be found in how ownership is redefined. Assets can be democratized and then distributed among people. As an example, instead of one person owning a single gold coin, which is really expensive for most people, 1000 people can own different fractions of the coin.
Security Token Regulations
Security tokens are almost always subject to strict federal security regulations. Because of this, compliance always exists. In the US, three regulations have to be respected by security tokens: D, A+ and S.
Regulation D is all about checking investors to be accredited. At the same time, provided information during solicitation has to be completely free from misleading or false statements.
Regulation A+ is an exemption that allows creators to offer security that is SEC-approved to investors that are non-accredited. This is possible through general solicitation of up to $50 million.
Regulation S is activated in the event that the STO appears in a country that is not the USA. In this case, registration requirements that are needed for the US companies do not have to be respected. Even so, the creators have to follow security regulations that are issued by the country where tokens are to be executed.
Keep in mind that all the regulations mentioned above are just summaries and there are many other things that could be mentioned. There are some really strict regulations and laws that are associated with STOs and blockchain technology. Because of this, you need to get deeper and analyze everything that is associated with STO compliance. In so many situations people invest without knowing anything about the company they choose. This is a huge mistake. You should only invest when you are sure the STO respects all mandatory regulations.
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Many organizations find it difficult to keep on top of the increasing amount of records their organisation generates. In order to keep up to date with the fast paced digital world and shift from paper records to digital ones, it is crucial for businesses to implement a recordkeeping policy and utilize a records management system (RMS) to support that policy. An RMS is a specific software solution fit for the purpose of controlling organizational records, which is a requirement of every business, regardless of their size (consider tax returns, financial statements and employment records). Government organisations have an even higher standard of recordkeeping to ensure transparency to the public.
The Benefits of a Records Management System
Implementing a records management system offers many benefits to organisations. An effective RMS will make it easier to locate documents and records, thereby improving operational efficiency. When information is more readily available, it provides decision makers with more data to make better business decisions. A records management system will also provide a further layer of security to protect organisational data, which will help to prevent accidental data breaches and the risk of being hacked. The system will provide a backup of information in case of a disaster and will help organisations to comply with their legislative recordkeeping responsibilities.
Another key feature that makes a records management system the tool of choice for managing records, is the ability to apply classification and retention and disposal policies. Most organisations tend to over save their information for fear or deleting it prematurely. This in itself can cause its own set of risks by making too much information available in the event of a litigation. Therefore, appropriately disposing of records when its due is imperative; functionality that every RMS offers.
Many of the latest solutions such as HP TRIM records management, come with an advanced set of features such as scanning for digitization of records, audit trails for metadata requirements, zero-footprint web browser accessibility, integration with key line-of-business applications such as Office 365 and SharePoint, data encryption for improved information security, and workflow capabilities to support business process automation.
The Benefits of a Records Management Policy
A records management policy lays the foundation for an effective records management in organisations. The policy will demonstrate to employees and stakeholders that managing records is important and a requirement of all employees. It will provide a statement of intentions and mandate that underpins the records management program, and will provide a framework for procedures, business rules and retention and disposal schedules.
Major Elements That Must Be Covered in a Records Management Policy
When developing a records management policy, approach the project in a systematic manner. Develop a project plan and gain support from senior management. This is an important step as projects that don’t have support are often ignored and lose traction. Consult staff at all levels as well as stakeholders, as they will more often than not, have helpful insights and recommendations. Take time to research and understand current business practices, organisational challenges, legislative requirements and existing policies.
An effective policy is thorough but concise, making it easy to understand the organisation’s stance on records management, and what is expected of the entire team. The following elements of records management policy should be considered as a starting point for your policy’s development.
- Purpose – State the purpose and who has authorised the policy
- Scope – The kinds of records that are covered by this policy and where responsibilities lie
- Goals and Objectives – Ensure they are clearly defined so that employees understand why records management is important
- Rationale – Communicate the motivation and justification for the policy and an ideal area to list applicable standards and legislation
- Define terms – This will ensure everyone uses and understands the same language relating to records management
- Policy requirements or procedures – This is the nitty gritty of the policy, where procedures are laid out
- Responsibilities – Assigning responsibilities according to organisational role will help to establish accountability
Records management is one of the most complicated and increasingly important duty that companies faces. Every business needs to stay ahead of the regulatory and technology curves to ensure their recordkeeping is as efficient as possible. Implementing a records management policy and system such as HP TRIM to support it, will help to jumpstart your efforts.
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