what are good bots
TRANSCRIPT
January 2017 / Page 1marketing.scienceconsulting group, inc.
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What are Good Bots?
Augustine Fou, PhD.acfou [at] mktsci.com 212. 203 . 7239
January 2017 / Page 2marketing.scienceconsulting group, inc.
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Good bots say their name honestlyHTTP_USER_AGENT Mozilla/5.0 (Macintosh; Intel Mac OS X 10_10_1) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/40.0.2214.111 Safari/537.36 moatbot
HTTP_USER_AGENT Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)
HTTP_USER_AGENT Mozilla/5.0 (iPhone; CPU iPhone OS 7_0 like Mac OS X) AppleWebKit/537.51.1 (KHTML, like Gecko) Version/7.0 Mobile/11A465 Safari/9537.53 (compatible; bingbot/2.0; +http://www.bing.com/bingbot.htm)
HTTP_USER_AGENT Mozilla/5.0 (iPhone; CPU iPhone OS 8_1 like Mac OS X) AppleWebKit/600.1.4 (KHTML, like Gecko) Version/8.0 Mobile/12B411 Safari/600.1.4 (compatible; YandexMobileBot/3.0; +http://yandex.com/bots)
January 2017 / Page 3marketing.scienceconsulting group, inc.
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… and they don’t come in large quantities
100% declared bot(orange)
Time series(<0.1% of visits)
January 2017 / Page 4marketing.scienceconsulting group, inc.
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Googlebot honestly declares itself; small quantities
100% search bot(yellow)
Time series(<0.1% of visits)
January 2017 / Page 5marketing.scienceconsulting group, inc.
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About the Author
January 2017Augustine Fou, [email protected] 212. 203 .7239
January 2017 / Page 6marketing.scienceconsulting group, inc.
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Dr. Augustine Fou – Independent Ad Fraud Researcher2013
2014
Follow me on LinkedIn (click) and on Twitter @acfou (click)
Further reading:http://www.slideshare.net/augustinefou/presentationshttps://www.linkedin.com/today/author/augustinefou
2016
2015
January 2017 / Page 7marketing.scienceconsulting group, inc.
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Harvard Business Review – October 2015
Excerpt:
Hunting the Bots
Fou, a prodigy who earned a Ph.D. from MIT at 23, belongs to the generation that witnessed the rise of digital marketers, having crafted his trade at American Express, one of the most successful American consumer brands, and at Omnicom, one of the largest global advertising agencies. Eventually stepping away from corporate life, Fou started his own practice, focusing on digital marketing fraud investigation.
Fou’s experiment proved that fake traffic is unproductive traffic. The fake visitors inflated the traffic statistics but contributed nothing to conversions, which stayed steady even after the traffic plummeted (bottom chart). Fake traffic is generated by “bad-guy bots.” A bot is computer code that runs automated tasks.