How to Create Efficient Paid Ad Campaigns Using the LTV:CAC Ratio
This article covers what an LTV:CAC ratio is, how to calculate it, and how to present it so you can sell to, acquire, and retain highly valuable customers.
The Fight Against Bot Traffic: Three Ways Marketing and Security Can Partner
Measurement & Analytics — Thu., Aug. 17, 2023As a CISO, I am often working with digital marketing to fight against bots stealing revenue and skewing data. Marketers don't have to be bot experts but need to understand how bots affect marketing and customer experience. Botnets can be used for malicious activities and it's easy and cheap to use them.
Passwords should be replaced with safer alternatives like biometrics or passkeys, and adaptive authentication can help minimize friction while filtering bots. A strong partnership between Marketing and Security can keep bots out of the funnel without sacrificing customer experience.
Marketers can learn more about bot traffic and customer identity from resources such as The Two Most Powerful Fraud-Fighting Weapons Marketers Can Use, Is the Fight Against Bot Ad Fraud Succeeding?, and Third-Party Cookie and Data Deprecation: What's a Marketer to Do?
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The Fight Against Bot Traffic: Three Ways Marketing and Security Can Partner
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