146_10-10_melbourneitdbs_brandmonitoring

Brand monitoring overview

Actionable intelligence or data overload?

Getting the most from monitoring - Organise and take action

Beyond monitoring - the real value

Agenda

Slide 2

247,000,000,000247 Billion Email messages sent every day (81% Spam)

500,000,000500 Million+ Active Facebook Users

147,000.000147 MillionBlogs on the Internet

The internet is evolving...

234,000,000234 Million Websites on the Internet

200-500300-500 New gTLD applications expected in the first round

− Reputation management

▪ Consumer Sentiment

▪ Insider/employee comments

▪ Leaked internal documents

− Grey market product detection

− Malicious software

− Social Media

▪ Customer loyalty

▪ Impact of new

products/services

▪ Organized negative sentiment

▪ Rumors

...and monitoring must also evolve to keep pace

Slide 4

Before blogs, tweets and social media:

− 1 unhappy person had a limited person to person

sphere of influence

▪ 1 x 10 = 10

▪ 10 x 10 = 100

▪ 100 x 10 = 1,000 + 100 + 10 = 1,110

Now, a single unhappy blogger and their social media twitter followers may reach more than HALF A MILLION people:

▪ 1 x 500 = 500

▪ 500 x 100 = 50,000

▪ 50,000 x 10 = 500,000 + 50,000 + 500 = 550,500

Importance of Reputation

Slide 5

What can monitoring detect?

Brand Protection

IPR infringements

Counterfeit products

Grey market products

Phishing attacks

Advance Fee Fraud (419)

Malicious software attacks

Brand Intelligence

Consumer sentiment

Online reviews and word-of-

mouth (positive and negative)

Competitive insight

Brand compliance

Slide 6

Similar to a fingerprint match, an image is broken into multiple sections, and pixel analysis is performed

Intelligence Analysts identify the key components that define a brand’s image

− Particular stylized fonts

− Symbols

− Angle of lettering

Common Uses:

− Can find examples of logos on apparel (Anti-Counterfeiting)

− Can help to identify when a logo is used to lend credibility to counterfeit products.

− Identifies the logos used on fraudulent sites (phishing and 419)

− Logo rebranding compliance

Using Image Recognition

If done properly, monitoring is a powerful service in the protection of your products, brands and services

The Importance of Proper Data

Slide 8

Monitoring without proper planning and analysis will lead to confusion and will overwhelm your staff.

Or...



Getting the most out of Monitoring:Organise and take action

Monitoring by itself is not enough

Monitoring must be targeted and tailored to each brand

Results must be analyzed and ranked (separate the signal from the noise)

It is critical to understand what you are looking, how the brand is impacted, and the appropriate mitigation strategy

Unfiltered Monitoring

Slide 10

...is like drinking from a fire

hose; you get saturated before

you get what you were looking

for in the first place.

Forming a Brand Protection Policy

Slide 11

If your company spends money on

monitoring without a firm Brand

Protection Policy and a comprehensive

set of response solutions, you may as

well burn your cash.

Budgets are limited – Create a policy

and ensure that your solutions provider

is able to address ALL of your

response needs.

Minimizing impact through policy

Very simply:

Who – Parent company, subsidiaries, partners and stakeholders?

What – What is your brand’s message, both on and off-line?

Where – Where are you today and where do you want to be tomorrow?

Why – Will your policy strengthen the brand and your company?

When – When will you take action against infringements?

How – Which methods will you use to enforce your brand?

Formulate a Brand Protection Policy

Slide 12

Filtering for Meaningful Results

Slide 13

The “Wild”: More than 230 million

web sites, blogs, forums, etc.

Themes: The first layer of filtering.

Customized keywords help narrow

data into a more manageable size.

Exclusions: Known company

properties, industry review, news

items, known false positives, etc.

Rule Logic: Detailed and customized

rules which look for very specific

information to identify target incidents

which are a high probability match.

Human Analysis: Human review of

high potential matches with

prioritization and categorization.

Example Risk Categories

Slide 14

DOMAIN NAME MONITORING EXAMPLE:

Risk category definition to ensure that data analysis

delivers commercially usable and highly actionable results:

Analysing Data by Risk Category

Slide 15

When to take action

Slide 16

Immediate action to:

• Prevent further

commercial damage

• Send a message to the

online community that no

squatting will be tolerated

• Recover the domain name or

take down the offending site

to prevent re-occurrence

Review carefully what has

been detected in this

category:

• Some incidents may

require action to resolve

the matter

• Others may require

continued monitoring

Typically one of the

following can be applied:

• No action

• Continue monitoring

High Risk Items Medium Risk Items Low Risk Items

BEST PRACTICES:

• Define potential actions for each category as part of your brand protection policy

• Take swift action on high risk items to limit damage and deter future infringements

Example of Custom Risk Categories with Actions

Slide 17

Time is Money

Slide 18

Scammer

acquires site

Scammer

builds site12 hours 24 hours 36 hours 48 hours 60 hours

COSTSDirect

• Monetary loss to customer/bank

• Customer support costs

• Card re-issuing

Indirect

• Reputation damage

Zero DayScammer sends email

A quick response will make the difference in reducing the costs associated with

infringements of all types. To act quickly, the most meaningful results must be

analyzed and prioritized by a team of knowledgeable professionals



Beyond monitoring – the real value

Where should monitoring be positioned

Slide 20

Domain

Evaluation

MONITORING

Brand Reputation Domain Name Anti-phishingAnti-

counterfeiting

Recovery Service Takedowns

C&D Letters

Registrant

Investigation

ENFORCEMENT ACQUISITIONS

Domain

Acquisitions

Domain

Disposal

UDRP recovery DRP recovery

Domain

EvaluationRecovery Service Takedowns

Pre-UDRP Letters

Registrant

Investigation

ENFORCEMENT ACQUISITIONS

Domain

Acquisitions

Domain

Disposal


Value beyond detection

Slide 21

Domain

Evaluation

MONITORING

Brand Reputation Domain Name Anti-phishingAnti-

counterfeiting

ACQUISITIONS

Domain

Acquisitions

Domain

Disposal

Domain

Evaluation

ACQUISITIONS

Domain

Acquisitions

Domain

Disposal


C&D Letters

Registrant

Investigation

ENFORCEMENT



Pre-UDRP Letters

Registrant

Investigation

ENFORCEMENT


Mapping filtered results to the appropriate response type:

Website Shutdown (Phishing and Fraud)

Infringing Content Removal

Partner/Consumer Compliance Enforcement

Registrant Investigation Report

Researched Cease and Desist

UDRP/DRP

Anonymous Acquisition

Necessary Response Options

Slide 22

No one-size-fits-all approach!

D.A.R.E. – Expertise Increases Value

Slide 23

DETECT ANALYZE RECOMMEND EXECUTE

•Auctions

•Domains

•Email

•Forums

• Images

•Keywords

•Metatags

•Websites

•Social Media

• Dynamic

Internet

Scanning

• Expert

Human

Analysis

• Legal / IP

Specialists

• Trained

Analytical

Consultants

• Take Down

• Recover

• Acquire

VALUE

Understand that as the threat landscape evolves, a solutions provider must evolve too

Set objectives

Develop a clear policy

Expert human analysis and recommendations are needed

Only relative/important matters should passed to clients

Pay for information, not a data dump

Value from Smarter Decisions

Slide 24

James Panton

General Manager

[email protected]

Dan Whetzel

Senior Intelligence Manager

[email protected]

Thank you

Slide 25

146_10-10_melbourneitdbs_brandmonitoring

Documents

action monitoring

combrand monitoring

brand results

brand protection policyslide

unhappy person

negative sentiment rumors

intelligence analysts

new gtld applications