Economic development derives from the meeting of innovation (in its various facets) and management models of the time, as seen many times in history with Fordism, Taylorism up to the current models with the need for external relations to the company. Adaptation to external conditions is the key. What companies need today is flexibility and cost containment in order to reduce the break even level, the possible solution to this can be seen in agreements with external companies, making them even more competitive. However, this is not a new event in history. Thanks to Coase and Williamson, it will be possible to understand when it is appropriate to outsource and when it is not, based also on factors of the historical context in which one lives. The all can therefore be identified with the phenomenon called Outsourcing, of this it is important to understand the etymology, the meant one, the benefits that of it door, when it is been born, where it comes applied and when. To do this we have also analyzed real case studies such as Kodak, Fiat Auto and TNT. To understand the real advantages of outsourcing in digital marketing just think of the case of a real estate agency we have analyzed various aspects, some of these are for example the savings in terms of time and money, reduced costs for staff (training and recruitment), better quality of work and have a critical external opinion. All this is carried out and managed by specific professionals with well-defined roles. Especially today it is essential to do this to move at the same speed of the market. That said, a company needs a figure in the corporate hierarchy that acts as an intermediary, as a communicator between the top management and the operational line, a person who also manages contacts with the outside and then with outsourcing. It is a professional figure that has become increasingly important in recent years and that must be better analyzed. The middle manager aligns strategy and works with intermediate conversions. Once understood this, it serves but to graft in the mechanism a system that monitori and traces the several data collected from the business operation, data that then will come analyzed and used in order to take decisions from the middle managers. All this is done through the attribution models, first we'll see them from the Google side and we'll understand their definitions, classification and how they can be used through tools such as Google Analytics. However, starting from the assumption that no one is right and prevails over others on the subject of attribution models, we can see some flaws in the use of the cookie-based model to date if used alone. In fact, it is useful to use more models from different sources and to compare them in order to have a more complete and precise vision, as in the case of a people-based model like Facebook Attribution. We will understand together what advantages it brings and how it should be used in synergy with cookie-based. In addition to these models that we can define as "standard", however, there are now offers on the market very advanced and different as the Multi-Touch Attribution Model proposed by Visula IQ, a company controlled by Nielsen. Its strength lies in combining online and offline tracking. Otherwise there are new technologies and Contribution Model proposals such as those of Dentsu Aegis Network, Abakus Attribution and New Double Click Attribution Models. Moving from theory to practice we then analyzed the first real case of fraud with Flowe, an online bank account under Banca Mediolanum. Using real screenshots we documented the proposed procedure of a player affiliated with them and uncovered the "scam", all in the Instagram environment.
Lo sviluppo economico deriva dall’incontro di innovazione (nelle sue varie sfaccettature) e modelli di management del tempo, lo si è visto svariate volte nella storia con il Fordismo, il Taylorismo fino ad arrivare ai modelli attuali con necessità di relazioni esterne all’azienda. L’adattamento alle condizioni esterne è la chiave. Quello che serve alle aziende oggi è flessibilità e contenimento di costi per poter ridurre il livello break even, la possibile soluzione a questo può essere vista negli accordi con aziende esterne, rendendole ancora più competitive. Ad ogni modo non si tratta di un evento nuovissimo nella storia. Grazie a Coase e Williamson si riuscirà a capire quando conviene esternalizzare e quando no, basandosi anchesu fattori del contesto storico in cui si vive. Il tutto lo si può quindi identificare con il fenomeno chiamato Outsourcing, di questo è importante capire l’etimologia, il significato, i benefici che ne porta, quando è nato, dove viene applicato e quando. Per fare questo abbiamo analizzato anche dei case studies reali come Kodak, Fiat Auto e TNT. Per capire i reali vantaggi dell’outsourcing nel digital marketing basti pensare al caso di un’agenzia immobiliare ne abbiamo analizzato vari aspetti, alcuni di questi sono ad esempio il risparmio in termini di tempo e denaro, riduzione dei costi per personale (formazione e assunzioni), migliore qualità del lavoro e avere un giudizio critico esterno. Il tutto viene svolto e gestito da figure professionali specifiche con ruoli ben definiti. Sopratutto ad oggi è fondamentale fare questo per muoversi alla stessa velocità del mercato. Detto ciò ad un’azienda serve però una figura nella gerarchia aziendale che faccia da intermediario, da comunicatore tra il top management e la linea operativa, una persona che gestisca anche i contatti con l’esterno e quindi con l’outsourcing. E’ una figura professionale diventata sempre più importante in questi anni e che deve essere analizzata meglio. Il middle manager allinea la strategia e lavora con le conversioni intermedie. Una volta capito questo, serve però innestare nel meccanismo un sistema che monitori e tracci i vari dati raccolti dall’operato aziendale, dati che poi verranno analizzati e usati per prendere decisioni dai middle managers. Tutto questo viene fatto tramite i modelli di attribuzione, prima li vedremo dal lato Google e capiremo la loro definizioni, la classificazione e come possono essere usati anche tramite strumenti come Google Analytics. Partendo comunque dal presupposto che nessuno ha ragione e prevale su altri in tema modelli di attribuzione, si possono notare alcuni difetti nell’utilizzo del modello cookie based ad oggi se usato solo. E’ utile infatti usare più modelli da fonti diverse e comparare il tutto per avere una visione più completa e precisa, è il caso di un modello people-based come Facebook Attribution. Capiremo insieme che vantaggi porta e come deve essere usato in sinergia con i cookie-based. Oltre a questi modelli che possiamo definire “standard” però ci sono ad oggi offerte sul mercato molto avanzate e differenti come il Multi-Touch Attribution Model proposto da Visula IQ, azienda controllata da Nielsen. La sua forza sta nel unire il tracciamento dell’online con quello dell’offline. Altrimenti ci sono nuove tecnologie e proposte di Contribution Modello come quelle di Dentsu Aegis Network, Abakus Attribution e New Double Click Attribution Models. Passando dalla teoria alla pratica abbiamo poi analizzato il primo caso reale di frode con Flowe, un conto corrente bancario online sotto Banca Mediolanum. Tramite degli screenshots reali abbiamo documentato la procedura proposta di un player da loro affiliato e abbiamo scovato l’inghippo rivelando la “truffa”, il tutto nell’ambiente Instagram.
Digital Marketing and Analytics: The Dark Side of the Conversion Activities
VIGANÒ, FEDERICO
2020/2021
Abstract
Economic development derives from the meeting of innovation (in its various facets) and management models of the time, as seen many times in history with Fordism, Taylorism up to the current models with the need for external relations to the company. Adaptation to external conditions is the key. What companies need today is flexibility and cost containment in order to reduce the break even level, the possible solution to this can be seen in agreements with external companies, making them even more competitive. However, this is not a new event in history. Thanks to Coase and Williamson, it will be possible to understand when it is appropriate to outsource and when it is not, based also on factors of the historical context in which one lives. The all can therefore be identified with the phenomenon called Outsourcing, of this it is important to understand the etymology, the meant one, the benefits that of it door, when it is been born, where it comes applied and when. To do this we have also analyzed real case studies such as Kodak, Fiat Auto and TNT. To understand the real advantages of outsourcing in digital marketing just think of the case of a real estate agency we have analyzed various aspects, some of these are for example the savings in terms of time and money, reduced costs for staff (training and recruitment), better quality of work and have a critical external opinion. All this is carried out and managed by specific professionals with well-defined roles. Especially today it is essential to do this to move at the same speed of the market. That said, a company needs a figure in the corporate hierarchy that acts as an intermediary, as a communicator between the top management and the operational line, a person who also manages contacts with the outside and then with outsourcing. It is a professional figure that has become increasingly important in recent years and that must be better analyzed. The middle manager aligns strategy and works with intermediate conversions. Once understood this, it serves but to graft in the mechanism a system that monitori and traces the several data collected from the business operation, data that then will come analyzed and used in order to take decisions from the middle managers. All this is done through the attribution models, first we'll see them from the Google side and we'll understand their definitions, classification and how they can be used through tools such as Google Analytics. However, starting from the assumption that no one is right and prevails over others on the subject of attribution models, we can see some flaws in the use of the cookie-based model to date if used alone. In fact, it is useful to use more models from different sources and to compare them in order to have a more complete and precise vision, as in the case of a people-based model like Facebook Attribution. We will understand together what advantages it brings and how it should be used in synergy with cookie-based. In addition to these models that we can define as "standard", however, there are now offers on the market very advanced and different as the Multi-Touch Attribution Model proposed by Visula IQ, a company controlled by Nielsen. Its strength lies in combining online and offline tracking. Otherwise there are new technologies and Contribution Model proposals such as those of Dentsu Aegis Network, Abakus Attribution and New Double Click Attribution Models. Moving from theory to practice we then analyzed the first real case of fraud with Flowe, an online bank account under Banca Mediolanum. Using real screenshots we documented the proposed procedure of a player affiliated with them and uncovered the "scam", all in the Instagram environment.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1170