Post on 20-Mar-2016
description
Smarter DecisionsCape Town | Hong Kong | London | Madrid | Malmö | Mountain View | Melbourne | New York |
Paris | Stockholm | The Hague | Valbonne | Washington DC | Wiesbaden | Wellington melbourneitdbs.com
Brand Monitoring - is it worth it?
12 October 2010
James Panton and Dan Whetzel
Brand monitoring overview
Actionable intelligence or data overload?
Getting the most from monitoring - Organise and take action
Beyond monitoring - the real value
Agenda
Slide 2
247,000,000,000247 Billion Email messages sent every day (81% Spam)
500,000,000500 Million+ Active Facebook Users
147,000.000147 MillionBlogs on the Internet
The internet is evolving...
234,000,000234 Million Websites on the Internet
200-500300-500 New gTLD applications expected in the first round
− Reputation management
▪ Consumer Sentiment
▪ Insider/employee comments
▪ Leaked internal documents
− Grey market product detection
− Malicious software
− Social Media
▪ Customer loyalty
▪ Impact of new
products/services
▪ Organized negative sentiment
▪ Rumors
...and monitoring must also evolve to keep pace
Slide 4
Before blogs, tweets and social media:
− 1 unhappy person had a limited person to person
sphere of influence
▪ 1 x 10 = 10
▪ 10 x 10 = 100
▪ 100 x 10 = 1,000 + 100 + 10 = 1,110
Now, a single unhappy blogger and their social media twitter followers may reach more than HALF A MILLION people:
▪ 1 x 500 = 500
▪ 500 x 100 = 50,000
▪ 50,000 x 10 = 500,000 + 50,000 + 500 = 550,500
Importance of Reputation
Slide 5
What can monitoring detect?
Brand Protection
IPR infringements
Counterfeit products
Grey market products
Phishing attacks
Advance Fee Fraud (419)
Malicious software attacks
Brand Intelligence
Consumer sentiment
Online reviews and word-of-
mouth (positive and negative)
Competitive insight
Brand compliance
Slide 6
Similar to a fingerprint match, an image is broken into multiple sections, and pixel analysis is performed
Intelligence Analysts identify the key components that define a brand’s image
− Particular stylized fonts
− Symbols
− Angle of lettering
Common Uses:
− Can find examples of logos on apparel (Anti-Counterfeiting)
− Can help to identify when a logo is used to lend credibility to counterfeit products.
− Identifies the logos used on fraudulent sites (phishing and 419)
− Logo rebranding compliance
Using Image Recognition
If done properly, monitoring is a powerful service in the protection of your products, brands and services
The Importance of Proper Data
Slide 8
Monitoring without proper planning and analysis will lead to confusion and will overwhelm your staff.
Or...
Smarter DecisionsCape Town | Hong Kong | London | Madrid | Malmö | Mountain View | Melbourne | New York |
Paris | Stockholm | The Hague | Valbonne | Washington DC | Wiesbaden | Wellington melbourneitdbs.com
Getting the most out of Monitoring:Organise and take action
Monitoring by itself is not enough
Monitoring must be targeted and tailored to each brand
Results must be analyzed and ranked (separate the signal from the noise)
It is critical to understand what you are looking, how the brand is impacted, and the appropriate mitigation strategy
Unfiltered Monitoring
Slide 10
...is like drinking from a fire
hose; you get saturated before
you get what you were looking
for in the first place.
Forming a Brand Protection Policy
Slide 11
If your company spends money on
monitoring without a firm Brand
Protection Policy and a comprehensive
set of response solutions, you may as
well burn your cash.
Budgets are limited – Create a policy
and ensure that your solutions provider
is able to address ALL of your
response needs.
Minimizing impact through policy
Very simply:
Who – Parent company, subsidiaries, partners and stakeholders?
What – What is your brand’s message, both on and off-line?
Where – Where are you today and where do you want to be tomorrow?
Why – Will your policy strengthen the brand and your company?
When – When will you take action against infringements?
How – Which methods will you use to enforce your brand?
Formulate a Brand Protection Policy
Slide 12
Filtering for Meaningful Results
Slide 13
The “Wild”: More than 230 million
web sites, blogs, forums, etc.
Themes: The first layer of filtering.
Customized keywords help narrow
data into a more manageable size.
Exclusions: Known company
properties, industry review, news
items, known false positives, etc.
Rule Logic: Detailed and customized
rules which look for very specific
information to identify target incidents
which are a high probability match.
Human Analysis: Human review of
high potential matches with
prioritization and categorization.
Example Risk Categories
Slide 14
DOMAIN NAME MONITORING EXAMPLE:
Risk category definition to ensure that data analysis
delivers commercially usable and highly actionable results:
When to take action
Slide 16
Immediate action to:
• Prevent further
commercial damage
• Send a message to the
online community that no
squatting will be tolerated
• Recover the domain name or
take down the offending site
to prevent re-occurrence
Review carefully what has
been detected in this
category:
• Some incidents may
require action to resolve
the matter
• Others may require
continued monitoring
Typically one of the
following can be applied:
• No action
• Continue monitoring
High Risk Items Medium Risk Items Low Risk Items
BEST PRACTICES:
• Define potential actions for each category as part of your brand protection policy
• Take swift action on high risk items to limit damage and deter future infringements
Time is Money
Slide 18
Scammer
acquires site
Scammer
builds site12 hours 24 hours 36 hours 48 hours 60 hours
COSTSDirect
• Monetary loss to customer/bank
• Customer support costs
• Card re-issuing
Indirect
• Reputation damage
Zero DayScammer sends email
A quick response will make the difference in reducing the costs associated with
infringements of all types. To act quickly, the most meaningful results must be
analyzed and prioritized by a team of knowledgeable professionals
Smarter DecisionsCape Town | Hong Kong | London | Madrid | Malmö | Mountain View | Melbourne | New York |
Paris | Stockholm | The Hague | Valbonne | Washington DC | Wiesbaden | Wellington melbourneitdbs.com
Beyond monitoring – the real value
Where should monitoring be positioned
Slide 20
Domain
Evaluation
MONITORING
Brand Reputation Domain Name Anti-phishingAnti-
counterfeiting
Recovery Service Takedowns
C&D Letters
Registrant
Investigation
ENFORCEMENT ACQUISITIONS
Domain
Acquisitions
Domain
Disposal
UDRP recovery DRP recovery
Domain
EvaluationRecovery Service Takedowns
Pre-UDRP Letters
Registrant
Investigation
ENFORCEMENT ACQUISITIONS
Domain
Acquisitions
Domain
Disposal
UDRP recovery DRP recovery
Value beyond detection
Slide 21
Domain
Evaluation
MONITORING
Brand Reputation Domain Name Anti-phishingAnti-
counterfeiting
ACQUISITIONS
Domain
Acquisitions
Domain
Disposal
Domain
Evaluation
ACQUISITIONS
Domain
Acquisitions
Domain
Disposal
Recovery Service Takedowns
C&D Letters
Registrant
Investigation
ENFORCEMENT
UDRP recovery DRP recovery
Recovery Service Takedowns
Pre-UDRP Letters
Registrant
Investigation
ENFORCEMENT
UDRP recovery DRP recovery
Mapping filtered results to the appropriate response type:
Website Shutdown (Phishing and Fraud)
Infringing Content Removal
Partner/Consumer Compliance Enforcement
Registrant Investigation Report
Researched Cease and Desist
UDRP/DRP
Anonymous Acquisition
Necessary Response Options
Slide 22
No one-size-fits-all approach!
D.A.R.E. – Expertise Increases Value
Slide 23
DETECT ANALYZE RECOMMEND EXECUTE
•Auctions
•Domains
•Forums
• Images
•Keywords
•Metatags
•Websites
•Social Media
• Dynamic
Internet
Scanning
• Expert
Human
Analysis
• Legal / IP
Specialists
• Trained
Analytical
Consultants
• Take Down
• Recover
• Acquire
VALUE
Understand that as the threat landscape evolves, a solutions provider must evolve too
Set objectives
Develop a clear policy
Expert human analysis and recommendations are needed
Only relative/important matters should passed to clients
Pay for information, not a data dump
Value from Smarter Decisions
Slide 24