CIS 3317 Exam 2 (6-10)

5 Steps for Social/Local/Mobile Marketing

1. Fan acquisition 2. Engagement 3. Amplification 4. Community 5. Brand Strength (sales)

Email subject lines (15 rules)

1. Read the newspaper 2. There is no sure-fire formula 3. Test,test,test 4. Support the "from" line 5. List key into first 6. Open rates don't always measure subject line success 7. Personalize 8. Urgency drives action 9. Watch those spam filters 10. "Free" is not evil 11. Lead, but don't mislead 12. Write and test early and often 13. Review subject line performance over your last several campaigns or newsletters 14. Continue the conversation 15. Can you pass the must-open/must-read test?

Conversion killers (article)

About how people abandon cart when an extra step in required in paying; some would rather use paypal because of this - Don't use 3D secure logos - Bypass 3D secure for loyal and frequent customers - Offer payment choices, and the ability to switch

CRM (Customer Relationship Management Systems)

Act as customer warehouse; 360 view What they buy, how frequent, how much spent, how frequent they come back CRM allows us to maintain and analyze what is bought in order to better market them to cross sell Categorize most valuable customers where everybody is a VIP or MVP

FTC (article)

Before you buy anything based on review Do an internet search Look for credible opinions from trusted sources Compare reviews from a variety of websites Why , people can be benefiting by doing good reviews and you may not even know!

3 main types of protection

Copyright Patent Trademark law File sharing/ P2P

Versioning

Creating multiple versions of information goods and selling essentially the same product to different market segments at different prices

Spoofing (pharming)

DNS servers compromised, end up at a fake site

Common Security Threats

Denial of service (DoS) attack - Hackers flood site with useless traffic to overwhelm the network or website - Causes normal/paying customers to have "issues Distributed denial of service (DDoS) attack - Same as DoS but well organized

Golden Rule

Do unto others as you would have them do unto you

McAfee "meltdown" spring 2010

Employees - laid off sysadmin & backlash (lazy employees) Bank and cruise employee "insider knowledge" (if you know when this rich family is leaving for a vacation you can rob them) Credit card/debt card data compromises

Data Brokers (Lexis Nexis) (article)

Help customers make better, timelier decisions in a world full of hidden risks Insights on protecting people, industry and society

RFM ( Recency, Frequency, and Monetary Value)

How recent did you buy stuff How frequent do you buy it - Big data: the 4 v's and the 5th V

"The Dirty Little Secrets of Search" (SEO) (article)

Keywords and what sites pop up when searchings something Links from one site to another Google search ne algorithm had a negative effect on JC penny( how we trust links) Distinction between information and commercial

Netiquette

Long ago when the concept of browsing/using the internet during an airline flight was a new capability or feature, the airlines (specifically AIrTran in this case) actually produced a series of internet etiquette infomercials and hosted them on their website

IT Security Threats

Malicious Code (Malware) Unwanted programs Phishing/identity theft Hacking Cyber vandalism Credit card fraud/theft Spoofing (pharming)/Spam (junk) websites DoS dDos Insider attacks Poorly designed server and client software (SQL) Injection Spear phishing Hacker Cracker IDS (intusion detection systems)

Most common security threats in the e-commerce environment

Malicious code (malware) - threat at both client an server level - exploits and exploit kits - viruses and worms - ransomware - trojan horses - drive-by downloads - infected websites - backdoors, bots, botnets - threats at both client and server levels

Brand Strength (sales)

More money; follows RFM model ( recency, frequency, monetary

Competing on Analytics (article)

Netflix case reading Reed hastings, dvd then now tv?

Bundling

Offers consumers two or more goods for a reduced price

"Duh's of security"

Piggybacking or tailgating - following an authorized person into a building (id badges) Guard passwords and change them often Use secure networks for sensitive info DELETE suspicious emails Protect electronic media Local drive = not secure;easily accessed// encrypt info to be secure Lock computer when leaving... use a "windows" key plus the "L" key to lock your desktop Printers.. Use near you, requires passcodes, have authorization for others Sensitive convos in secure areas!

Firewall

Refers to either hardware or software that filters communication packets and prevents some packets from entering the network based on security policy

Privacy

The ability to control the use of information about oneself

Nonrepudiation

The ability to ensure that e-commerce participants do not deny their online auctions

Integrity

The ability to ensure that information being displayed on a website or transmitted or received over the internet has not been altered in any way by an unauthorized party

Confidentiality

The ability to ensure that message and data are available only to those who are authorized to view them

Authenticity

The ability to identify the identity of a person or entity with whom you are dealing on the internet

Viral Marketing

The process of getting customers to pass along a company's marketing message to friends, family, and colleagues

UCE

Unsolicited Commercial Email

Who is the most important person in the security space?

You

Digital Millennium Copyright Act (DCMA)

a United States copyright law that implements two 1996 treaties of the World Intellectual Property Organization(WIPO) 1. It criminalizes production and dissemination of technology, devices, or services intended to circumvent measures (commonly known as digital rights management or DRM) that control access to copyrighted works 2. It also criminalizes the act of circumventing an access control, whether or not there is actual infringement of copyright itself.

Black Hats

act with the intention of causing harm

Potentially Unwanted Programs (PUPs)

aka drive by downloads browser parasites, adware, spyware (keylogers) fake virus scanning software

Intellectual Property

all tangible and intangible products of human mind

Hacker

an individual who intends to gain unauthorized access to a computer system

Mobile wallet

apple pay, currentc, google wallet, paypal, samsung pay

Risk aversion

avoid high risk, cost, danger...

Grey Hats

believe they are pursuing some greater good by breaking in and revealing system flaws (independent hackers - get paid to do this)

Priceline

buyer driven "name your price" sales

Community

consumers love company tools, services, and products

No free lunch

creator wants $ for their talent/work

Hard Email Bounce Rate

domain not exist

Insiders

employees, temps, contractors

Patents

encourages inventors; controls and limits so no one else can do what you do

Biggest data breaches so far

equifax (recently) tjmaxx (largest to date)

IDS (Intrusion Detection Systems)

examines network traffic, watching to see if it matches certain patterns or preconfigured rules indicative of an attack

Alcomai

expedite the flow of information what they refer to as alcomizing website

Engagement

get you involved

Piggybacking/tailgating

getting into a building without having to swipe your access

Fan acquisition

getting peeps on board

Collective utilitarianism principle

greater society value

Ethical hackers

hacker one (get a commission on the reward paid to the hacker)

Script Kiddies

hackers in training

Outsiders

hackers, competitors, visitors

Trademarks

identify and distinguish your goods and indicate the true source; purpose is to protect consumers

Taxation

in Europe and the US, govts Rely on sales taxes based on the type and value of goods sold

SQL (structured query language)

industry-standard database query language used in relational databases

Malware targets "________ _____ ___ ________"

injected with a poison

Cybervandalism

intentionally disrupting, defacing or even destroying a site

Mobile marketing & Local marketing

involves using display ads, search engine , advertising, video ads, and mobile messaging on mobile devices such as smartphones and tablet computers, often using the geographic location of the user

Social marketing & Advertising

involves using the social graph to communicate brand images and directly promote sales of products and services

Shopping cart abandonment (article)

keep in cart as a strategy

Linking

linking to content pages on other sites, bypassing the home page

Biller Direct

macys, kohls, dillards

White Hats

members of "tiger teams" used by corporate security departments to test their own security measures

Universalism

not always right - then don't

Amazon.com

one click purchasing

Framing

placing the content of other sites in a frame on the infringer's site

Keywords

placing trademarked keywords on web pages, either visible or invisible

Cyberpiracy

registering domain similar or identical to trademarks of others to divert web traffic to their sites

Cybersquatting

registering domain similar or identical to trademarks of others to export profits from legitimate holders

Slippery slope

repeatable actions... down a path (if an action cannot be taken repeatedly, then it is not right to take at all)

Soft Email Bounce Rate

server has issues; temporary delay

Pharming

somehow you clicked your favorite site and it doesn't look the same anymore, somebody jacked the DNS server and altered the domain name that you are being directed to defense - IT department regularly monitoring DNS servers; intrusion detection/security certificate

Amplification

spread the word

Cash register of the future

tables with square, paypal triangle

Spear phishing

targets an entire organization or company

Email sharing/forwarding rate

the % of email recipients who clicked on a "Share this" button to post email content to a social networks, and/or who clicked on a"foward to a friend" button

Conversion rate

the % of email recipients who clicked on a link within an email and completed a desired action, such as filling out a lead generation form or purchasing a product

Click-through rate

the % of email recipients who clicked on one or more links contained in a given email

Bounce rate

the % of your total emails sent that could not be successfully delivered to the recipients inbox

Overall ROI

the overall return on investment for your email campaigns (Total Rev/Total spend)

List growth rate

the rate at which your email list is growing

Spam

unsolicited email

Techniques

usb drives, email attachements, screen shots, extortion/threats, lazy habits, backdoor program, logical or time bombs, sql injections, wireless access, steal servers, malware, phishing/pharming

Cracker

used to denote hacker with criminal intent (two terms often used interchangeably)

Flash Marketing

using e-mail or dedicated web site features to notify loyal customers, merchants offer goods and services for a limited time at very low prices

Metatagging

using trademark words in a site's metatags

Social contract rule

what you do - OK for others?

Netzero

won court case about floating windows on websites; kind of created

Phishing

you click a link in an email appears to come from a legitimate enterprise, triggered by the email trojans and keylogger defense - email policy

Consolidator

your bank, credit union

The New York Times Test

(perfect information rule) Headlines the next day for ALL to see including Your Mama!

2 competing EBPP business models

- Biller direct - Consolidator

Email Analytics (6 KPI's)

- Click-through rate - Conversion rate - Bounce rate - List growth rate - Email sharing/forwarding rate - Overall ROI

Internet & trademark abuse

- Cybersquatting - Cyberpiracy - Metatagging - Keywords - Linking - Framing

Ethical principles

- Golden Rule - Universalism - Slippery slope - Collective utilitarianism principle - Risk aversion - No free lunch - The New York Times Test - Social contract rule

IT Security

- Nonrepudiation - Integrity - Privacy - Firewall - Authenticity - Confidentiality

Big Data

- Volume (scale of data) - Variety (differences) - Velocity - Veracity (uncertainty) - Value

Types of Hackers

- White hats - Black hats - Grey hats - Script kiddies