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Surging ''Click Fraud'' Imperils Internet Marketing
"Click fraud" is a term used to describe how Web surfers excessively click on an item found on a Website, inevitably creating problems for the advertiser. Repeated clicking on the advertisement can put the item offline or leave the advertiser with a large bill.
"Click fraud is an increasing concern in the industry," said SPSS President and CEO Jack Noonan. "If left unchecked, click fraud could threaten millions of dollars of online marketing investments and seriously endanger the future viability of Web advertising."
"Marketers can limit their exposure to click fraud by applying predictive Web analytics software to online campaign responses and Website activity," added Noonan. "This enables companies to monitor what happens after the first click and identify advertisements that exhibit irregular behavior patterns." SPSS has compiled five rules to help companies overcome click fraud:
1. Determine the policy for online search advertisements before signing any contracts. 2. Use Web analytics to better understand traffic to your Website.
3. Monitor Website activity closely through the entire lifespan of an online campaign. 4. Apply predictive analytics software to anticipate fraud.
5. Flag possible fraud cases with online search advertisers as soon as identified.
SPSS' predictive analytics software connects data to effective action by drawing reliable conclusions about current conditions and future events. More than 250,000 commercial, academic, and public sector customers rely on SPSS technology to help increase revenue, reduce costs, improve processes, and detect and prevent fraud.
