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HP0-A24 NonStop Data Communication Basics

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HP0-A24 exam Dumps Source : NonStop Data Communication Basics

Test Code : HP0-A24
Test name : NonStop Data Communication Basics
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exam questions : 73 actual Questions

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HP HP NonStop Data Communication

HP learn 2012 Kicks Off with novel Integration for ProLiant Gen8, NonStop and more | killexams.com actual Questions and Pass4sure dumps

HP learn 2012 formally kicked off nowadays in Las Vegas, and may continue until June seventh.  The 4-day adventure will exhibit novel improvements on Cloud options, security and possibility administration, and extra.

listed below are one of the most early bulletins from HP discover:

Tributary introduced the handiest indigenous attachment of HP StoreOnce D2D De-Dupe to HP Nonstop

Tributary techniques, the commerce that develops, sells and helps unified backup storage, far off replication and disaster restoration solutions, unveiled today the indigenous attachment of the HP StoreOnce D2D De-duplication solution to HP NonStop programs.

“Now organisations running mission vital applications on HP NonStop systems can heave handicap of the more suitable deduplication efficiency and reduced bandwidth requirements offered by the HP StoreOnce D2D VTL and De-duplication Backup gadget,” Tributary CEO Shawn Sabanayagam spoke of on the adventure.

Tributary, an HP OEM storage company for sixteen years, is the just one who can provide a indigenous attachment to HP StoreOnce D2D backup techniques for agencies relying on HP NonStop systems, by using Tributary’s LMM (Library Media manager) backup/media administration utility. LMM makes the HP StoreOnce D2D VTL and de-duplication appliance appear to the HP NonStop enjoy an HP MSL or HP EML tape library. Tributary’s SMM/LMM media administration software application, the best backup/media administration application in existence nowadays for HP NonStop servers, has been presented to HP’s NonStop commercial enterprise Division since 1997 beneath an o.e.m agreement.

Spirent exams performance and scale of HP commercial enterprise Routers

Spirent Communications, a worldwide chief in trying out networks, functions and instruments, announced that HP used Spirent TestCenter and Spirent Avalanche to validate that HP’s department and campus routers convey advanced performance for cloud, wealthy media and enterprise functions. HP is the usage of Spirent’s examine options to demonstrate the efficiency of the HP 6608 campus router at the HP learn adventure.

“nowadays’s networks are sick fitted to deal with the site visitors boom from mobility, carry your own gadget initiatives and bandwidth intensive prosperous media applications, enjoy net conferencing,” mentioned Sam Rastogi, world product marketing manager, Networking, HP. “HP’s tested and validated routers provide efficiency that's greater than 4 times that of the competition, while additionally delivering scalability that meets community demands any place, anytime.”

Spirent TestCenter together with Spirent Avalanche validated that the HP 6608 router delivered key performance metrics akin to 108 million packets per 2d (Mpps) forwarding efficiency, 60 Gbps firewall, 340,000 TCP connections/sec, 20,000 conventional Routing Encapsulation (GRE)tunnels, and speedy convergence. This translates to tens of heaps of users throughout multiple arm places of work simultaneously gaining access to functions, cloud and wealthy media sessions. Spirent also established the routing and service performance of the HP MSR50 sequence router, displaying that the HP MSR50 sequence delivered 1280 thousand packets per 2d (Kpps) forwarding efficiency and 2 Gbps of routing, firewall, community address translation (NAT), and excellent of provider (QoS) site visitors.

“Spirent TestCenter is the foremost solution to expose HP’s campus core and arm router metrics as a result of they verify performance at scale with precise traffic,” spoke of Spirent’s senior product advertising manager Rajesh Rajamani. “For HP’s sizable multi-place shoppers, the problem is to supply connectivity across assorted arm workplaces, with functionality akin to dual-stack IPv4 and IPv6 routing, QoS, safety, and tunneling. They fully test the router’s efficiency because it scales to advocate a lot of types of site visitors to exist sure the community facets may exist able to in shape real-world demand.”

HP ProLiant Gen8 Servers combine novel AMD Opteron Processors

AMD, a semiconductor design innovator, announced that 11 servers from their consumers, including two in response to the novel HP ProLiant Gen8 platform, may exist built-in with the up to now unannounced types of the award-profitable excessive-performance AMD Opteron 6200 series processor and the low-vigor AMD Opteron 4200 sequence processor which might exist based on five novel AMD Opteron processors that present multiplied performance without a surge in vim consumption, presenting shoppers extra altenative in using the world’s premiere rate/performance x86 server processor.

“on account that the launch of their latest AMD Opteron processors based on their ‘Bulldozer’ core, we've seen incessantly increasing claim for their excessive-conclusion processors,” referred to Lisa Su, senior vp and prevalent manager, AMD global company units. “the novel additions to the AMD Opteron processor household, along with the latest choices from HP and Dell, further beef up their potential to present superior selections to an agile and data-hungry basis of commercial enterprise and cloud purchasers.”

to peer the latest on HP learn 2012, badge in regularly at SiliconANGLE.television for are live broadcasts, government interviews and evaluation.

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

HP has introduced principal improvements across its enterprise portfolio, together with what it phrases because the world’s finest server and the trade’s first unified infrastructure management application.

The HP Integrity NonStop server is the first commercial server to scale to as much as four,080 Intel Itanium 2 processors. the brand novel server supplies one hundred instances the reliability of outdated techniques (ninety nine.99999 % hardware availability) at half the cost of a mainframe. It offers the continuous uptime that is essential in industries equivalent to healthcare, monetary features, government, transportation, communications, retail and manufacturing.

The server’s utility virtualization potential accommodates speedy and unpredictable boom in records with decreased administration prices and with out compromising provider levels or developing person disruptions.

HP techniques perception supervisor 5.0 (SIM) is the trade’s first unified platform to combine the management of server and storage infrastructures. it's based on the latest trade specifications and Open source application software from JBoss to allow administration of non-HP servers and storage and to accomplish inescapable interoperability with commerce management systems akin to HP OpenView Operations, HP OpenView network Node manager and third-birthday celebration equipment.

The company also unveiled an multiplied associate software, HP BladeSystem reply Builder, to accelerate the integration of hardware and application solutions on HP BladeSystem.

the novel HP Virtualized Infrastructure solutions for the mySAP commerce Suite family unit of company options is a admixture of hardware, utility and functions that centrally screens and dynamically allocates computing vigour, storage and network substances to SAP options in keeping with fluctuations fashionable.

HP announced HP 9000 server enhancements and novel choices such as in-box enhancements to Intel Itanium 2 processors to simplify client evolution to HP Integrity servers. Enhancements encompass novel PA-8900 processors to comprehensive the PA-RISC roadmap and carry superior efficiency and scalability for HP 9000 servers.

The above bulletins had been made at its flagship European event, ENSA@WORK - HP enterprise forum.


HP security Voltage's SecureData commercial enterprise: Product overview | killexams.com actual Questions and Pass4sure dumps

HP got Voltage safety in April 2015, rebranding the platform as "HP safety Voltage." The product is a knowledge encryption and key generation solution that contains tokenization for protecting sensitive enterprise statistics. The HP protection Voltage platform comprises a lot of products, equivalent to HP SecureData business, HP SecureData Hadoop, HP SecureData payments and so forth. this article focuses on HP SecureData business, which includes HP layout-maintaining Encryption (FPE), HP cozy Stateless Tokenization (SST) know-how, HP Stateless Key management, and facts protecting.

Product facets

HP SecureData commerce is a scalable product that encrypts each structured and unstructured statistics, tokenizes information to evade viewing by using unauthorized users, meets PCI DSS compliance necessities, and offers analytics.

The core of HP SecureData commercial enterprise is the Voltage SecureData administration Console, which gives centralized policy administration and reporting for complete Voltage SecureData programs. one other part, the Voltage Key administration Server, manages the encryption keys. policy-controlled application programming interfaces allow indigenous encryption and tokenization on numerous platforms, from protection information and sustain managers to Hadoop to cloud environments.

The platform employs a different technique called HP Stateless Key administration, which competence keys are generated on demand, based on coverage stipulations, after clients are authenticated and licensed. Keys can exist regenerated as crucial. using stateless key management reduces administrative overhead and charges via casting off the considerable thing shop -- there is no deserve to save, preserve song of and lower back up each key this is been issued. Plus, an administrator can link HP Stateless Key management to a company's id management device to implement role-based access to facts on the territory level.

FPE is in response to superior Encryption normal. FPE encrypts statistics with out altering the database schema, however does accomplish minimal adjustments to purposes that deserve to view cleartext information. (in lots of situations, best a solitary line of code is modified.)

HP SecureData business's key administration, reporting and logging techniques embolden purchasers meet compliance with PCI DSS, health insurance Portability and Accountability Act and Gramm-Leach-Bliley Act, in addition to state, countrywide and European statistics privacy rules.

HP SecureData enterprise is suitable with pretty much any class of database, together with Oracle, DB2, MySQL, Sybase, Microsoft SQL and Microsoft Azure SQL, amongst others. It helps a wide variety of operating techniques and systems, together with home windows, Linux, AIX, Solaris, HP-UX, HP NonStop, Stratus VOS, IBM z/OS, Amazon web functions, Microsoft Azure, Teradata, Hadoop and a lot of cloud environments.

businesses that implement HP SecureData commerce can hope to enjoy complete conclusion-to-conclusion data insurance artery in 60 days or much less.

Pricing and licensing

potential valued clientele ought to contact an HP earnings representative for pricing and licensing assistance.

support

HP offers accustomed and top rate advocate for complete HP protection Voltage products. typical assist comprises access to the options portal and online embolden requests, the online talents base, e-mail support, company hours cellphone assist, four-hour response time and a aid desk kit.

top class embolden contains the equal points as average aid, but with 24x7 mobile assist and a two-hour response time.


HP0-A24 NonStop Data Communication Basics

Study lead Prepared by Killexams.com HP Dumps Experts


Killexams.com HP0-A24 Dumps and actual Questions

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HP0-A24 exam Dumps Source : NonStop Data Communication Basics

Test Code : HP0-A24
Test name : NonStop Data Communication Basics
Vendor name : HP
exam questions : 73 actual Questions

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

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

The white paper presents the urgency and necessity of edifice an intellectual and lossless data center 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 intellectual and lossless network with zero packet loss, low latency, and lofty throughput. The release is a valuable reference for edifice next-generation data center networks.

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

Using AI to mine intelligence from the enormous 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 accomplish decisions, reshape commerce models and ecosystems, and rebuild customer experiences will exist a key driving force.

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

Latency bottlenecks obligate the evolution of network communication from TCP/IP to Remote Direct memory 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 call for network transformation, but also require intellectual scheduling and lossless forwarding to achieve zero packet loss, low latency, and lofty throughput for the intellectual and lossless data center network.

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

This solution provides optimal performance with zero packet loss, low latency, and lofty 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 center Network Domain general manager Leon Wang said. "The intellectual and lossless data center 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 withhold into commercial exercise in leading enterprises such as the Internet and finance. It helps an Internet enterprise improve AI training efficiency and accelerate the commercial exercise 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, intellectual and Lossless Data center 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, intellectual 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 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 advocate scam stokes concerns Dell customer data was breached Most tech-support scams are opportunistic. A caller falsely claims she’s calling from Microsoft to forewarn 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 call is to trick the designate into purchasing software or technical advocate to fix the issue or to install software that gives the caller remote control over the computer. These types of rackets enjoy 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 call is legitimate and, from there, ceding control of the computer or coughing up hundreds of dollars in fraudulent advocate 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. call 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 gauge tech advocate scam stuff. But they identified my computer by model number (Dell XPS 13 9350) and service tag (not going to participate that with you :) ), import 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) also around 2:30 pm. call lasted about 15 minutes (I wanted to blow as much of the scammer's time as feasible and also behold what he could yield as evidence he was legit). Scammer called from 818-855-2296, which Google tells me some people enjoy received scam calls from. They had the selfsame scam approach as the first call—claimed to exist with Dell Concierge, had detected a problem with my laptop's drivers, [and] needed to fix. also cited my laptop model number and service tag. I played along for a runt 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 also my name (though it's light to guess my name 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 assignment Manager and pointed out that a bunch of apps [was] missing from the list of running applications (?). He had no sound reply when I asked him what either of these benign conditions had to execute with drivers. I told him that I knew he was a scammer, and he was remarkably persistent and also polite—didn't call me names, also basically refused to hang up. I said I was only on the phone quiet 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 famous she has been inanimate 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 cease to a scam call.

    Threads enjoy this one, this one, and this one explicate 10 other Dell customers reporting the selfsame scam from early 2017 through April of this year.

    "I just got a call 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 exist buying a Dell again until they secure their $hit together and admit to what happened and what they've done to preclude it."

    No, it’s not industry wide

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

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

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

    Neither the blog post nor the advocate website alert makes any mention that the scammers targeting Dell customers know sensitive purchase details. The spokeswoman's email also 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 admit this evidence or to explicate why it is or is not an indication that someway customer data has been exposed. It's time for Dell to expose 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 exercise phrases such as “social media marketing,” “Facebook marketing” and “content marketing” execute 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 deem 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 enjoy 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 enjoy the coffee house hold an event that would feature my product in an episode. I could hire a “Friends” actor to appear in an infomercial that would air directly after an episode. And so on.

    Now, notanything of this would exist “television marketing” because “television marketing” is not a “thing.” “Television” is a marketing channel, not a marketing strategy. If I pick 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 selfsame 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 exist 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 exercise reflect the assumptions that underlie their approaches to marketing — and contemptible assumptions lead to contemptible marketing at best, and spam at worst. This is what I believe that designate Ritson meant when he wrote his recent, controversial Marketing Week column stating that marketers necessity actual marketing qualifications.

    After complete — and as I deem Ritson was implying — too many online marketers execute not know basic principles such as the few that I enjoy mentioned so far. And it was the introduction of Google Analytics that led to these indigent assumptions and this contemptible terminology today.

    The traditional marketing analytics buckets

    Marketing campaigns enjoy 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 execute not understand basic marketing terminology and practices, that overall process occurs within the strategic frameworks of the five “buckets” within the Promotion merge (“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 merge graphic

    When marketers brainstorm campaigns, they typically inquireof 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 merge — advertising, direct marketing, sales promotion, direct selling and publicity — should they exercise 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 material to each strategy within the Promotion merge that they will use?

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

    Here’s a publicity example. expose that someone uses the various tactics that I report in my publicity tutorial on Moz to secure a novel 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 exist spread on social 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 secure coverage never change, regardless of the channels over which the coverage will appear.

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

    Here’s a direct marketing example. expose that one writes advertising copy to generate direct-response leads. That selfsame 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 inquireof Campbell’s, which has now consolidated complete offline and online work 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 instrument market participate of 83 percent. More than half of those websites exercise 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 feeble 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 novel ones: direct, organic search, social, referral, paid search, email and display.

    However, that shift in assumption has led to indigent marketing because almost any strategy can exist executed over any channel — and it is strategies, not channels, that enjoy 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”) secure direct responses from a specific set of people on social media based on their demographics and what they “like”

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

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

  • Personal selling campaigns enjoy salespeople contact prospects and leads over social media

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

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

    To inquireof “What is the ROI of social 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 pellucid which of these strategies and activities delivered which results. The selfsame is apt for almost complete of the “buckets” that appear 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 inquireof “What is the ROI of social 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 enjoy confused strategies and channels ever since.

    The positive thing about GA is that they can know which channels minister to accomplish 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 addle marketers in terms of the dissimilarity between strategies and channels — the platform also trapped their industry into focusing more and more on digital channels at the expense of offline ones.

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

    So, people now enjoy a subconscious warp toward using online channels — just enjoy everyone else in the tech world. In just one instance 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 reliance on Google Analytics, the more we will exercise strategies such as direct marketing over AdWords that are easily trackable in GA rather than strategies that are less trackable — as I will explicate below.

    A more cynical person might deem that this has been Google’s intent complete along. After all, the more time we spend 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 shape of marketing over any channel. It’s the junk mail that people cast away. It’s the automated email spam that is now called “lead nurturing.” It’s the ads that interrupt you on social networks when you’re trying to connect with friends and family. It’s having the selfsame advertisement succeed you around the internet.

    Creativity is what builds brands and sells products.

    For complete of the excitement over the surge of so-called marketing automation platforms, people should realize that complete these platforms execute is send 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 abominate online advertising — which is actually almost always direct marketing by another name — and increasingly rush to obstruct it however possible.

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

    Google Analytics gives only direct ROI

    Direct marketing may exist the most annoying shape 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 novel customers (who are projected to generate a total of $12,000 in lifetime revenue).

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

    To illustrate the point, here’s an instance that I enjoy 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 attribute 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 exist 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 exist 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 exist 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 foible of marketing analytics platforms such as Google Analytics is that they track the source of traffic but not the cause of that traffic. In my conference example, they enjoy four different sources of traffic that arrive from a solitary marketing activity. How does one quantify these results of that strategy?

    If there were software that could segregate the direct, organic, social 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 selfsame 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 explicate writer Dan Lyons that describes his ill-fated time at the marketing software company HubSpot, he describes their blogging strategy in this artery (pg. 74-75):

    [HubSpot’s former CMO] has one goal: to secure leads. If their software analytics were to indicate 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 commerce model to exist 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 exercise 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 secure more traffic, but will only reflect poorly on the brand.

    Blogs, for example, enjoy 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 exercise Lyons’ example, a blog post that just repeats “dogshit” over and over might actually generate the greatest number of marketing leads — but it would exist terrible for PR and branding, and those metrics are not shown in Google Analytics.

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

    Besides, the number of pageviews is a useful metric only for websites whose main commerce 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 behold that clickbait delivers a lot of traffic but fewer conversions in the end.

    Integrating online and offline channels

    Elsewhere, I enjoy 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. decide the 4 Ps. Create an overall strategy that assigns weights to each piece of the Promotion Mix. pick the messaging. Select the best online and offline channels. yield 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 magnify 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 distinguished 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 instance is held up as “social media marketing” at its very best. In another instance from Hoffman, Pepsi lost enough market participate to drop to third when it moved its budget from TV to social media.

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

    Few heave the time to research the facts, and instead just regurgitate whatever spews forth from the digital marketing resound 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 enjoy the frill of not being forced to favor a given marketing strategy or channel. In my work life, I enjoy no warp and will execute 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 also enjoy the frill of being able to exercise those past skills, swirl a captious 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 exercise 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 secure locked into a solitary software platform — exist it Google Analytics or anything else. Their entire worldview and commerce processes wrap themselves around that platform despite any limitations, flaws and mistaken assumptions.

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



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    publitas.com : https://view.publitas.com/trutrainers-inc/pass4sure-hp0-a24-practice-tests-with-real-questions
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    zoho.com : https://docs.zoho.com/file/5psibcad84fd79fda4cffa80aa0b451d77c58






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