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HP0-663 exam Dumps Source : NonStop Data Communication Basics

Test Code : HP0-663
Test cognomen : NonStop Data Communication Basics
Vendor cognomen : HP
exam questions : 154 actual Questions

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HP HP NonStop Data Communication

What to celebrate at This yr's CES Tech conference in Las Vegas | killexams.com actual Questions and Pass4sure dumps

(Bloomberg) -- Las Vegas may be at the core of the purchaser technology trade this week as executives, traders and analysts convene for the annual CES convention.

Dozens of businesses will provide presentations on the adventure, the site attendance is expected to amend 180,000, with the alternate battle between the U.S. and China as well as Apple’s income woes looming over the gathering. Key issues may be synthetic intelligence, self sustaining riding, sapient homes, digital and augmented fact, smartphone unit expectations and the transition to 5G networks, according to analysts.

right here’s a rundown of one of the most presentations and keynotes scheduled at CES and different conferences in Las Vegas; instances listed are in aboriginal (Pacific) time.

Monday, Jan. 7

LG Electronics 8:00amBosch 9:00amPanasonic 10:00amHisense eleven:00amQualcomm 12:00pmTCL Corp. 12:00pmToyota 1:00pmWhirlpool 1:30pmSamsung Electronics 2:00pmHyundai Motor three:00pmValeo three:00pmIntel 4:00pmSony Electronics 5:00pmLG keynote 6:30pm

Tuesday, Jan. 8

IBM keynote eight:30amAudi eleven:00amMercedes-Benz eleven:00amIntel’s Mobileye eleven:30amVerizon keynote 4:00pmAlso, JPMorgan Tech discussion board at CES will consist of Nvidia, ON Semi, Micron, Analog devices, Aptiv, Intel, Cypress Semi, Maxim built-in products, Renesas Electronics, Arrow Electronics, Ambarella, HP Inc., Marvell know-how and MaxLinearAlso, Citi global TMT West conference will encompass Logitech, Verizon, Discovery, Interpublic, ON Semi, Dell applied sciences, ViaSat, Windstream, HP commercial enterprise, World Wrestling leisure, CenturyLink, Jabil, switch, Crown citadel, HP Inc., Zillow, Meredith, Pivotal software, Vonage, BCE, Eros foreign, Mattel, Equinix

Wednesday, Jan. 9

AMD keynote 9:00amViacom 10:00amAlso, Citi world TMT West conference will embrace Sirius XM, American Tower, Samsung Electronics, AT&T, EchoStar, commonplace screen, AMC leisure, Silicon action, Uniti group, T-cell, Cogent Communications, phone & information programs, Marvell expertise, SBA Communications, InterXion, Roku, Viacom, Digital Realty trust

Thursday, Jan. 10

Mattel and WWE eight:30am

To contact the reporter on this story: Jeran Wittenstein in San Francisco at jwittenstei1@bloomberg.internet

To contact the editors liable for this story: Catherine Larkin at clarkin4@bloomberg.web, Jeremy R. Cooke

For greater articles dote this, please contend with us at bloomberg.com

©2019 Bloomberg L.P.


HP find 2012 Kicks Off with modern Integration for ProLiant Gen8, NonStop and extra | killexams.com actual Questions and Pass4sure dumps

HP determine 2012 officially kicked off today in Las Vegas, and should continue unless June seventh.  The four-day adventure will showcase modern innovations on Cloud options, protection and possibility management, and greater.

here are one of the most early announcements from HP discover:

Tributary introduced the best aboriginal attachment of HP StoreOnce D2D De-Dupe to HP Nonstop

Tributary methods, the industry that develops, sells and helps unified backup storage, far flung replication and catastrophe healing options, unveiled nowadays the aboriginal attachment of the HP StoreOnce D2D De-duplication solution to HP NonStop techniques.

“Now firms working mission distinguished applications on HP NonStop techniques can select advantage of the more advantageous deduplication effectivity and decreased bandwidth necessities supplied with the aid of the HP StoreOnce D2D VTL and De-duplication Backup equipment,” Tributary CEO Shawn Sabanayagam observed on the experience.

Tributary, an HP OEM storage enterprise for 16 years, is the only one who can deliver a aboriginal attachment to HP StoreOnce D2D backup programs for organizations counting on HP NonStop techniques, by using Tributary’s LMM (Library Media supervisor) backup/media management software. LMM makes the HP StoreOnce D2D VTL and de-duplication apparatus look to be to the HP NonStop dote an HP MSL or HP EML tape library. Tributary’s SMM/LMM media administration utility software, the handiest backup/media management application in existence these days for HP NonStop servers, has been offered to HP’s NonStop enterprise Division considering 1997 beneath an o.e.m agreement.

Spirent assessments efficiency and scale of HP commercial enterprise Routers

Spirent Communications, a worldwide chief in trying out networks, capabilities and devices, announced that HP used Spirent TestCenter and Spirent Avalanche to validate that HP’s branch and campus routers deliver superior efficiency for cloud, prosperous media and enterprise purposes. HP is the employ of Spirent’s check options to exhibit the performance of the HP 6608 campus router on the HP find event.

“today’s networks are unwell outfitted to deal with the traffic growth from mobility, deliver your own machine initiatives and bandwidth intensive prosperous media functions, dote net conferencing,” noted Sam Rastogi, global product advertising supervisor, Networking, HP. “HP’s validated and validated routers give performance that's more than 4 times that of the competitors, while moreover supplying scalability that meets community calls for anywhere, anytime.”

Spirent TestCenter together with Spirent Avalanche tested that the HP 6608 router delivered key efficiency metrics comparable to 108 million packets per second (Mpps) forwarding efficiency, 60 Gbps firewall, 340,000 TCP connections/sec, 20,000 frequent Routing Encapsulation (GRE)tunnels, and speedy convergence. This translates to tens of heaps of users throughout numerous branch offices simultaneously accessing purposes, cloud and prosperous media sessions. Spirent additionally verified the routing and service performance of the HP MSR50 collection router, displaying that the HP MSR50 sequence delivered 1280 thousand packets per 2nd (Kpps) forwarding performance and a pair of Gbps of routing, firewall, community exploit translation (NAT), and first-rate of carrier (QoS) site visitors.

“Spirent TestCenter is the choicest solution to betray HP’s campus core and branch router metrics because they behold at various performance at scale with precise traffic,” stated Spirent’s senior product advertising manager Rajesh Rajamani. “For HP’s big multi-vicinity valued clientele, the problem is to give connectivity throughout distinctive department places of work, with functionality comparable to dual-stack IPv4 and IPv6 routing, QoS, security, and tunneling. They completely test the router’s efficiency as it scales to aid quite a lot of sorts of site visitors to be certain the network features should be capable of fitting actual-world demand.”

HP ProLiant Gen8 Servers integrate modern AMD Opteron Processors

AMD, a semiconductor design innovator, announced that eleven servers from their shoppers, together with two in line with the brand modern HP ProLiant Gen8 platform, will be integrated with the in the past unannounced types of the award-winning excessive-performance AMD Opteron 6200 sequence processor and the low-power AMD Opteron 4200 sequence processor which can be in line with five modern AMD Opteron processors that offer elevated efficiency without a ascend in vigour consumption, presenting purchasers greater option in using the world’s example rate/performance x86 server processor.

“on the grounds that the launch of their newest AMD Opteron processors in line with their ‘Bulldozer’ core, we've viewed continuously expanding claim for their high-end processors,” mentioned Lisa Su, senior vp and prevalent manager, AMD world company gadgets. “the modern additions to the AMD Opteron processor family unit, along with the newest offerings from HP and Dell, extra reinforce their capacity to present improved selections to an agile and records-hungry groundwork of industry and cloud customers.”

to behold the newest on HP find 2012, token in consistently at SiliconANGLE.tv for live pronounces, govt interviews and analysis.

considering that you’re here … … We’d dote to let you know about their mission and the pass that you would be able to assist us fulfill it. SiliconANGLE Media Inc.’s enterprise model is according to the intrinsic value of the content material, not promoting. in contrast to many on-line publications, they don’t Have a paywall or rush banner promoting, because they necessity to maintain their journalism open, devoid of move or the deserve to chase traffic.

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HP Unveils Its Integrity NonStop Server | killexams.com actual Questions and Pass4sure dumps

HP has introduced foremost innovations across its commercial enterprise portfolio, including what it phrases because the world’s most efficient server and the business’s first unified infrastructure management utility.

The HP Integrity NonStop server is the first industrial server to scale to as much as four,080 Intel Itanium 2 processors. the modern server provides one hundred instances the reliability of outdated programs (99.99999 p.c hardware availability) at half the cost of a mainframe. It provides the continual uptime it's crucial in industries reminiscent of healthcare, fiscal functions, govt, transportation, communications, retail and manufacturing.

The server’s application virtualization potential contains speedy and unpredictable boom in statistics with decreased management expenses and without compromising provider levels or creating user disruptions.

HP systems perception manager 5.0 (SIM) is the industry’s first unified platform to integrate the management of server and storage infrastructures. it is in accordance with the newest industry standards and Open supply utility utility from JBoss to permit management of non-HP servers and storage and to be certain interoperability with enterprise administration platforms such as HP OpenView Operations, HP OpenView community Node supervisor and third-party equipment.

The company moreover unveiled an expanded accomplice program, HP BladeSystem retort Builder, to speed up the mixing of hardware and application options on HP BladeSystem.

the modern HP Virtualized Infrastructure solutions for the mySAP industry Suite family of industry options is a admixture of hardware, software and features that centrally screens and dynamically allocates computing power, storage and network substances to SAP options according to fluctuations renowned.

HP introduced HP 9000 server enhancements and modern choices reminiscent of in-field upgrades to Intel Itanium 2 processors to simplify customer evolution to HP Integrity servers. Enhancements embrace modern PA-8900 processors to complete the PA-RISC roadmap and convey more desirable performance and scalability for HP 9000 servers.

The above announcements had been made at its flagship European adventure, ENSA@WORK - HP commercial enterprise forum.


HP0-663 NonStop Data Communication Basics

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HP0-663 exam Dumps Source : NonStop Data Communication Basics

Test Code : HP0-663
Test cognomen : NonStop Data Communication Basics
Vendor cognomen : HP
exam questions : 154 actual Questions

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Huawei Releases an AI Fabric White Paper, Helping to Build an intelligent and Lossless Data hub Network | killexams.com actual questions and Pass4sure dumps

SHENZHEN, China, Dec. 27, 2018 /PRNewswire/ -- Huawei released AI Fabric, intelligent and Lossless Data hub Network in the AI Era.

The white paper presents the urgency and necessity of pile an intelligent and lossless data hub network by seizing AI opportunities to monetize data value. It elaborates on the unique technical advantages and customer benefits of using AI Fabric to build an intelligent and lossless network with zero packet loss, low latency, and high throughput. The release is a valuable reference for pile next-generation data hub networks.

According to data analysis, 67 percent of CEOs among 2,000 cross-border companies Have identified digitalization as the core of their strategies.

Using AI to mine intelligence from the gargantuan amounts of data generated during digitalization is a common practice. Huawei's Global Industry Vision (GIV) predicts the AI procurement rate will achieve 86 percent by 2025 - and leveraging AI to acquire decisions, reshape industry models and ecosystems, and rebuild customer experiences will be a key driving force.

AI is driving the transformation of ICT architecture. Storage mediums Have transitioned from hard Disk Drives (HDDs) to Solid-State Drives (SSDs), latency has been reduced by 100 times, and CPUs for data processing Have become GPUs (or even dedicated AI chips), with a 100-fold computing performance improvement.

Latency bottlenecks accommodate the evolution of network communication from TCP/IP to Remote Direct remembrance Access (RDMA). Distributed application architecture brings much collaboration between servers, and N:1 traffic exchanges and large-byte data packets aggravate network congestion.

The evolution of communication protocols and changes in application architecture not only muster for network transformation, but moreover require intelligent scheduling and lossless forwarding to achieve zero packet loss, low latency, and high throughput for the intelligent and lossless data hub network.

At HUAWEI CONNECT 2018, Huawei launched the AI Fabric intelligent and Lossless Data hub Network Solution to aid customers build RDMA networks that are compatible with traditional Ethernet networks.

This solution provides optimal performance with zero packet loss, low latency, and high throughput for data centers. The white paper describes Huawei's AI Fabric algorithm innovation in terms of congestion management and traffic control. One network carries three types of traffic: LAN, SAN, and IPC.

According to the EANTC, a third-party independent test institute in Europe, Huawei's AI Fabric can effectively reduce the communication duration between HPC nodes by as much as 40 percent, greatly improving efficiency of innovative services such as AI training. .

"The popularity of the RDMA network is becoming a trend, and it has been deployed in some leading Internet enterprises," Huawei Data hub Network Domain generic manager Leon Wang said. "The intelligent and lossless data hub network has become one of the transformation directions of the network in the AI era. Huawei's AI Fabric is an innovative solution in the AI era. It accelerates data computing and storage efficiency, and brings dozens of folds of ROI to enterprises."

Huawei's AI Fabric has been successfully attach into commercial employ in leading enterprises such as the Internet and finance. It helps an Internet enterprise improve AI training efficiency and accelerate the commercial employ of autonomous driving. AI Fabric helps China Merchants Bank improve cloud storage performance by 20 percent, and leads the retail banking 3.0 era.

Please visit the following link for the entire white paper: AI Fabric, intelligent and Lossless Data hub Network in the AI Era

About Huawei

Huawei is a leading global provider of Information and Communications Technology (ICT) infrastructure and smart devices. With integrated solutions across four key domains - telecom networks, IT, smart devices, and cloud services - they are committed to bringing digital to every person, home, and organization for a fully connected, intelligent world.

Huawei's end-to-end portfolio of products, solutions, and services are both competitive and secure. Through open collaboration with ecosystem partners, they create lasting value for their customers, working to empower people, enrich home life, and inspire innovation in organizations of complete shapes and sizes.

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Tech-support scammers know EVERYTHING about my computer, Dell customer says | killexams.com actual questions and Pass4sure dumps

Tech-support scammers know EVERYTHING about my computer, Dell customer saysEnlarge David Precious / Flickr reader comments 132 with 104 posters participating Share this story
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  • More than 30 months after surfacing, a tech-support scam targeting Dell computer owners continues to raise questions about how the callers know sensitive information, including PC serial numbers and the names, phone numbers, and email addresses customers gave to the PC maker.

    Further Reading Latest tech support scam stokes concerns Dell customer data was breached Most tech-support scams are opportunistic. A caller falsely claims she’s calling from Microsoft to caution of a serious, non-existent problem with a person’s Windows computer, even when the person happens to own only a Mac. The goal of the muster is to trick the token into purchasing software or technical support to fix the issue or to install software that gives the caller remote control over the computer. These types of rackets Have been targeting owners of Windows computers from a variety of sellers for years.

    A scam targeting Dell customers, by contrast, uses sensitive details tied to their specific PC purchase, including the PC model, service tag number, and the contact information the customers provided at the time they made the purchase. Armed with those details, the caller has a much better desultory of tricking the person into thinking the muster is legitimate and, from there, ceding control of the computer or coughing up hundreds of dollars in fraudulent support costs.

    According to an interview and posts made to Dell customer-support forums, the unusual scam continues now, more than 30 months after Ars first reported it in January 2016. Drew Levitt, who bought a Dell laptop in March 2016, told Ars he has received two such calls in the past four months. He outlined them in an email:

    1. March 1, 2018 around 2:30pm. muster lasted about 6 minutes. Scammer had spoofed Dell's official phone number 800-456-3355. They identified themselves as calling "from Dell" and claimed they had identified a problem with my laptop and they needed to fix it—pretty standard tech support scam stuff. But they identified my computer by model number (Dell XPS 13 9350) and service tag (not going to partake that with you :) ), acceptation they had my phone number and sensitive Dell product info. I didn't stick around for too long and indicated that I knew this was a scam, and the guy called me an asshole or something.

    2. Today (July 10, 2018) moreover around 2:30 pm. muster lasted about 15 minutes (I wanted to dissipate as much of the scammer's time as feasible and moreover perceive what he could produce as evidence he was legit). Scammer called from 818-855-2296, which Google tells me some people Have received scam calls from. They had the same scam approach as the first call—claimed to be with Dell Concierge, had detected a problem with my laptop's drivers, [and] needed to fix. moreover cited my laptop model number and service tag. I played along for a minute bit and they wanted me to download Supremo Control (https://www.supremocontrol.com/). I started the download but in case Supremo was itself malware, declined to install or rush it. I asked how the scammer could prove he was legit (I was and remain 100 percent confident this was a scam call) and he quoted my Dell customer number (serial number?) and email address to me. So this guy had my phone number, email address, model number, customer number, and service tag and possibly moreover my cognomen (though it's simple to guess my cognomen from my email address anyway).

    When I was asking him for evidence he was legit, he had me rush msconfig and pointed out that there [was] a bunch of stopped system processes, then had me open stint Manager and pointed out that a bunch of apps [was] missing from the list of running applications (?). He had no conducive retort when I asked him what either of these benign conditions had to enact with drivers. I told him that I knew he was a scammer, and he was remarkably persistent and moreover polite—didn't muster me names, moreover basically refused to hang up. I said I was only on the phone noiseless because every minute he's talking to me is a minute he's not stealing money from my grandma, and he asked me how my grandma was, and I noted she has been lifeless for several years, and he said he was sorry to hear of my loss, and I thanked him and hung up. It was an oddly civil discontinuance to a scam call.

    Threads dote this one, this one, and this one exhibit 10 other Dell customers reporting the same scam from early 2017 through April of this year.

    "I just got a muster from 'Dell' who knew EVERYTHING about my computer, and my complete name," one forum participant wrote in February. "This is much worse than a typical scammer, and the fact that Dell will not address it fully means that I will definitely NOT be buying a Dell again until they net their $hit together and admit to what happened and what they've done to obviate it."

    No, it’s not industry wide

    In an email to Dell representatives seeking comment for this post, Ars took supervision to note the scam differs from most tech-support scams in that it uses sensitive data that only customers and Dell should Have known. A Dell spokeswoman sent the following response:

    We're watchful that some scammers claiming to drudgery for Dell Have contacted their customers using basic information about their Dell service history. Being watchful of the issue, we're taking proactive measures to shut down these scammers and acquire their customers watchful of the scam, including direct communication, a blog with tips on how to deal with scammers, and an alert on their support website.

    From their drudgery with other leaders in tech, it's transparent that scams of this nature are industry-wide, and we're complete taking them very seriously. Their customers can be assured that Dell will continue to drudgery with their peers in the IT industry, as well as law enforcement, to focus on putting an discontinuance to these scammers.

    Neither the blog post nor the support website alert makes any mention that the scammers targeting Dell customers know sensitive purchase details. The spokeswoman's email moreover erroneously lumps the scams in with the "industry-wide" problem even though there's no evidence tech-support scammers are using customer data from other computer makers.

    The customer accounts strongly suggest that sensitive data for some Dell customers has fallen into the hands of scammers through a security breach, a malicious employee or contractor, or some other means. And yet for 30 months now, Dell has declined to confess this evidence or to accountfor why it is or is not an indication that toacertaindegree customer data has been exposed. It's time for Dell to mutter publicly what it knows so customers can better protect themselves. Dell customers with tips can contact me by email or Signal at dan.goodin@arstechnica.com or +1415-650-4479.


    How Google Analytics ruined marketing | killexams.com actual questions and Pass4sure dumps

    Samuel Scott Contributor

    More posts by this contributor

    Marketers in the high-tech world who employ phrases such as “social media marketing,” “Facebook marketing” and “content marketing” enact not understand the basic dissimilarity between marketing strategies, marketing channels and marketing content. And Google Analytics is to blame.

    In the just over 10 years since the release of the platform in November 2005, too many tech marketers now ignore the dissimilarity between strategies and channels, favor digital channels that often deliver lower returns than traditional channels and judge that direct responses are the only useful ROI metric.

    And complete of that is wrong.

    No one ever said “television marketing”

    Imagine that it is the 1990s and I want to achieve the people who watch “Friends” on television. I would Have these three available strategies out of the five that comprise the traditional Promotion Mix:

    I could rush an advertisement during an episode of “Friends.” I could pay NBC to Have the coffee house hold an event that would feature my product in an episode. I could hire a “Friends” actor to materialize in an infomercial that would air directly after an episode. And so on.

    Now, None of this would be “television marketing” because “television marketing” is not a “thing.” “Television” is a marketing channel, not a marketing strategy. If I select to advertise on television, “advertising” is the strategy, the advertisement itself is the content and “television” is the channel over which I transmit the advertisement.

    The strategy, message and marketing collateral matter more than the channel.

    In the same way, “Facebook marketing,” “social media marketing” and “content marketing” are not “things.” “Facebook” is a marketing channel. “Social media” is a collection of marketing channels. “Content” is a tactic, not a strategy. “Content” is produced in the execution of strategies such as advertising, SEO and publicity. Here are two examples.

    If a tech marketer creates a video and spreads it on Facebook, here is what he is doing:

    If someone creates informational material that aims to rank highly in Google search results, here is what he is doing:

  • Strategy = SEO (which may necessity to be added to a new, modern Promotion Mix)

  • Content = The blog post

  • Channel = The company’s blog/Google search results

  • Why is this important? The terms that they employ reflect the assumptions that underlie their approaches to marketing — and harmful assumptions lead to harmful marketing at best, and spam at worst. This is what I believe that token Ritson meant when he wrote his recent, controversial Marketing Week column stating that marketers necessity actual marketing qualifications.

    After complete — and as I judge Ritson was implying — too many online marketers enact not know basic principles such as the few that I Have mentioned so far. And it was the introduction of Google Analytics that led to these impoverished assumptions and this harmful terminology today.

    The traditional marketing analytics buckets

    Marketing campaigns Have always involved the creation of a message, the insertion of that message into a piece of content and the transmission of that content over a channel to an audience.

    And as I wrote in my prior, much-discussed TechCrunch column that discussed how too many marketers in the tech world enact not understand basic marketing terminology and practices, that overall process occurs within the strategic frameworks of the five “buckets” within the Promotion coalesce (“promotion” is one of the four Ps in product marketing): direct marketing, advertising, sales promotion, personal selling and publicity.

    In this lengthy tutorial on integrating traditional and online marketing on Moz, I described how each of these “buckets” has pros and cons, as well as best practices:

    promotion coalesce graphic

    When marketers brainstorm campaigns, they typically question these questions, in this order:

  • Who is their target audience and what are their goals?

  • What is the best message for that audience?

  • In light of their goals, which strategies within the Promotion coalesce — advertising, direct marketing, sales promotion, direct selling and publicity — should they employ to communicate that message?

  • What are the best online and/or offline channels for that strategy to achieve that audience?

  • What marketing collateral and creatives should they create and transmit based on the answers to the prior four questions?

  • How can they measure the results based on which metrics are apropos to each strategy within the Promotion coalesce that they will use?

  • The strategy, message and marketing collateral matter more than the channel.

    Here’s a publicity example. mutter that someone uses the various tactics that I record in my publicity tutorial on Moz to net a modern York Times reporter to write about his company. The resulting article will appear in print, on the website and on the Amazon Kindle. The article will be spread on convivial media and shared in online forums and news aggregators. And so on. This is why there is actually no such thing as “digital PR.” It’s just “PR.” The best publicity practices to net coverage never change, regardless of the channels over which the coverage will appear.

    It is strategies, not channels, that Have associated best practices and deliver results.

    Here’s a direct marketing example. mutter that one writes advertising copy to generate direct-response leads. That same copy will often deliver similar results — topic to specific, individual format restrictions of each channel — across platforms, including direct mail, email, Facebook ads and Google AdWords, because human nature does not change.

    There is no “digital marketing” and “traditional marketing.” There is only marketing — just question Campbell’s, which has now consolidated complete offline and online drudgery under the CMO.

    Google Analytics changed the buckets

    According to W3TECHS, Google Analytics is used by 55 percent of complete websites and has a traffic analysis appliance market partake of 83 percent. More than half of those websites employ GA as their only source of marketing data.

    Google transformed the marketing industry. However, the introduction and widespread adoption of GA pushed marketers to change their focus from the strategy to the channel (this is a screenshot from an ragged client of mine back when I was a consultant):

    Screen Shot 2016-07-08 at 20.10.14

    Traditional marketing allocates activities based on the strategies that comprise the traditional Promotion Mix: direct marketing, advertising, personal selling, sales promotion and publicity. Google Analytics replaced those “buckets” with these entirely modern ones: direct, organic search, social, referral, paid search, email and display.

    However, that shift in assumption has led to impoverished marketing because almost any strategy can be executed over any channel — and it is strategies, not channels, that Have associated best practices and deliver results.

    Take “social media marketing,” a vague, useless phrase that refers to channels but not to any specific strategy:

  • Direct marketing campaigns (that are inaccurately called “advertising campaigns”) net direct responses from a specific set of people on convivial media based on their demographics and what they “like”

  • Advertising campaigns attach paid media published by an identified sponsor in front of a mass audience on convivial media

  • Publicity campaigns gain mass exposure through earned or owned media that is spread on convivial media

  • Personal selling campaigns Have salespeople contact prospects and leads over convivial media

  • Sales promotion campaigns circulate coupons, discounts and codes on convivial media to generate immediate sales

  • Each of these five things can be deemed “social media marketing” — but when a term means everything, it means nothing. The five traditional strategies Have best practices, as well as times and places to employ — and NOT to employ — them within an overall marketing plan.

    To question “What is the ROI of convivial media?” makes as much sense as asking “What’s the ROI of the telephone?”

    By not using and knowing the traditional terminology that the marketing industry uses for precise reasons, marketers are only hurting themselves and their own campaigns.

    When one now looks at Google Analytics and sees the results, for example, in the “Social” bucket, it’s rarely transparent which of these strategies and activities delivered which results. The same is honest for almost complete of the “buckets” that materialize in online marketing analytics. The strategic activity matters more than the communications channel. The channel merely dictates the format of the marketing collateral and content that one creates within an overall strategy.

    To question “What is the ROI of convivial media?” makes as much sense as asking “What’s the ROI of the telephone?” Activities, not channels, generate ROI. But after Google Analytics and every other marketing platform defined “social media” and other channels as buckets, and therefore as marketing strategies, people Have confused strategies and channels ever since.

    The positive thing about GA is that they can know which channels mind to discharge the best. The negative thing about GA is that they know less about which specific, overall strategies and activities over those channels lead the best results.

    Google Analytics pushed everyone online

    Google Analytics did not only discombobulate marketers in terms of the dissimilarity between strategies and channels — the platform moreover trapped their industry into focusing more and more on digital channels at the expense of offline ones.

    Of course, GA can be a very useful tool. The basic version is free, so it is no miracle that countless tech startups employ the platform. But it comes with a limitation: It can only track online channels. If someone, for example, runs a television advertisement, he will perceive zero information in Google Analytics on the results that he can refer directly to the advertisement.

    So, people now Have a subconscious jaundice toward using online channels — just dote everyone else in the tech world. In just one sample from the Internet Advertising Bureau in the United Kingdom, spending on digital advertising there increased from roughly £500 million in 2003 to £7.2 billion in 2014. The more we rely on Google Analytics, the more we will employ strategies such as direct marketing over AdWords that are easily trackable in GA rather than strategies that are less trackable — as I will accountfor below.

    A more cynical person might judge that this has been Google’s goal complete along. After all, the more time we disburse online — especially over their commutes once their cars will drive themselves — the more money that the search engine makes.

    But as Mitch Joel tweeted, prioritizing online channels often comes at a cost in terms of negative branding and marketing quality:

    As Ad Contrarian Bob Hoffman once described the industry: “The aesthetic lineage of online advertising is not “Madison Avenue,” it is the maddening tackiness of junk mail direct response.”

    Direct marketing is the most annoying profile of marketing over any channel. It’s the junk mail that people pitch away. It’s the automated email spam that is now called “lead nurturing.” It’s the ads that interrupt you on convivial networks when you’re trying to connect with friends and family. It’s having the same advertisement follow you around the internet.

    Creativity is what builds brands and sells products.

    For complete of the excitement over the ascend of so-called marketing automation platforms, people should realize that complete these platforms enact is dispatch and resend complete of this direct-response material based on a predefined timetable and workflow. There is absolutely no creativity — and creativity is what builds brands and sells products.

    People tolerate offline advertising and publicity campaigns — and they even fondly remember the few that are the most creative. But people disapprove online advertising — which is actually almost always direct marketing by another cognomen — and increasingly rush to shroud it however possible.

    The online advertising industry is committing late suicide through the employ of intrusive platforms that are so invasive that people are choosing to shroud ads altogether.

    Google Analytics gives only direct ROI

    Direct marketing may be the most annoying profile of marketing, but it is the strategy whose direct ROI is the easiest to track. Here’s a basic and hypothetical example:

    I sent catalogues/emails/Facebook ads to 10,000 people for $5,000 and that directly resulted in 100 modern customers (who are projected to generate a total of $12,000 in lifetime revenue).

    Such direct-response results online are simple to set up and perceive in Google Analytics. But the picture is more muddled when one uses other marketing strategies.

    To illustrate the point, here’s an sample that I Have seen in my company’s high-tech marketing work. I’m a marketing speaker who presents at marketing conferences such as Content Marketing Masters and MozCon. My company’s executives frequently contend the open source ELK Stack at tech conferences.

    It is very difficult to refer the precise results of complete of this specific marketing activity in Google Analytics:

  • If someone sees us and types their brand into a search engine, the visit will be included under “Organic Search” in Google Analytics

  • If someone sees us and types their brand into a web browser or takes a brochure and visits their site directly a week later in a city 5,000 miles away, the visit will be shown as “Direct”

  • If someone sees us, searches for and visits their Facebook page, then comes to their website, the visit will drop under “Social Media”

  • If a reporter at a conference meets with us and then writes an article about us, the traffic will be seen as coming from “Referral”

  • What does this mean? In many circumstances, it is impossible to determine in Google Analytics what exactly and precisely happens as a result of a given marketing activity.

    The frailty of marketing analytics platforms such as Google Analytics is that they track the source of traffic but not the antecedent of that traffic. In my conference example, they Have four different sources of traffic that near from a unique marketing activity. How does one quantify these results of that strategy?

    If there were software that could insulate the direct, organic, convivial and referral traffic that comes to their website specifically as a result of such conference activity (or as a result of any other marketing strategy), I would purchase that platform in a digital heartbeat.

    There are many other problems with typical Google Analytics data. In the interest of space, I will link to further information about them:

    Still, too many marketers view GA data as the digital Holy Grail because the Google Analytics API is used in countless other marketing platforms, and the same set of deceptive “buckets” is used in other web analytics software, as well.

    Google Analytics hooked us on direct metrics

    Rightly or wrongly, the startup world cares mainly about direct-response metrics — and that is reflected in the “Goals” and “Events” triggers in Google Analytics.

    In “Disrupted,” the memoir by former tech journalist and “Silicon Valley” TV exhibit writer Dan Lyons that describes his ill-fated time at the marketing software company HubSpot, he describes their blogging strategy in this pass (pg. 74-75):

    [HubSpot’s former CMO] has one goal: to net leads. If their software analytics were to attest that their best conversion rate comes from publishing a blog post that just says the word dogshit over and over again… then [the former CMO] would publish that post…

    I realize there probably is a legitimate industry model to be made from churning out crappy content. But that is not something you hire the former technology editor of Newsweek to write for you.

    This is the problem that arises when startups and other companies employ direct-response metrics such as the direct sales, leads or downloads that are shown in Google Analytics as the primary or only success metric.

    Clickbait might net more traffic, but will only reflect poorly on the brand.

    Blogs, for example, Have become one of the primary communications channels for many companies, so integrated marketing and communications strategies necessity to incorporate branding and PR into those outlets, as well. To employ Lyons’ example, a blog post that just repeats “dogshit” over and over might actually generate the greatest number of marketing leads — but it would be terrible for PR and branding, and those metrics are not shown in Google Analytics.

    A focus only on GA metrics often leads startups to sail toward publishing not informational material but rather more and more “clickbait.” And clickbait might net more traffic, but will only reflect poorly on the brand and antecedent other damage, as well.

    Besides, the number of pageviews is a useful metric only for websites whose main industry model is online advertising (such as news websites), because each page view sends a server request for ad impressions. Companies, on the other hand, whose goal is to obtain more customers, often perceive that clickbait delivers a lot of traffic but fewer conversions in the end.

    Integrating online and offline channels

    Elsewhere, I Have written on how marketers and communicators should operate in a world with numerous available traditional and digital channels. Here is a flowchart that summarizes my process:

    image04

    The overall theory: Segment the target demographic and create a persona. resolve the 4 Ps. Create an overall strategy that assigns weights to each section of the Promotion Mix. select the messaging. Select the best online and offline channels. produce the marketing collateral. Transmit to the audience. Measure the results.

    But the problem is when online marketers often drink their own digital Kool-Aid, ignore traditional channels and overstate the effectiveness of modern channels. (And I’m not even taking complete of the online advertising fraud in the industry into account.)

    Remember Oreo’s illustrious Super Bowl tweet? Ritson ran complete of the numbers and calculated that it was seen by less than 1 percent of Oreo’s target market. And that sample is held up as “social media marketing” at its very best. In another sample from Hoffman, Pepsi lost enough market partake to drop to third when it moved its budget from TV to convivial media.

    But convivial media consultants and agencies are always going to mutter that “social media is the answer,” because their livelihoods depend on it — even though Ritson notes that it is often not the retort and Hoffman says, perhaps too bluntly, that it’s section of modern marketing’s bull—-. Digital video platforms are always going to pretense that “TV is dying” because their success depends on it — even though TV has never been more celebrated than it is today.

    Few select the time to research the facts, and instead just regurgitate whatever spews forth from the digital marketing echo chamber. And most people are selling something. An advertising consultant or SEO agency is always going to say, respectively, that advertising or SEO is the solution to everything.

    Tying it complete together

    As an in-house marketer, I Have the extravagance of not being forced to favor a given marketing strategy or channel. In my drudgery life, I Have no jaundice and will enact whatever builds their brand and gains more users. Most consultants and agencies are tied to specific strategies, tactics and channels because of their singular expertise.

    As a former journalist in my first career, I moreover Have the extravagance of being able to employ those past skills, circle a critical and neutral eye toward the high-tech and marketing industries and then write my thoughts in contributed columns here on TechCrunch and elsewhere on Moz.

    The more than half of complete commercial websites that employ Google Analytics as their only source of marketing analytics will find that their options are limited and that they are applying faulty metrics to the wrong marketing strategies.

    That is what happens when people net locked into a unique software platform — be it Google Analytics or anything else. Their entire worldview and industry processes wrap themselves around that platform despite any limitations, flaws and mistaken assumptions.

    There is a whole world of marketing out there beyond attempts to retort the flawed question: “What content should I publish on my website to net the most traffic and customers?” Here is the actual question to ask:



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