Game Changing ITOA Use Cases

Ensure Compliance With ITOA

By Kevin Conklin
VP of Marketing, Prelert

Spam is a four-letter word in the marketing industry. The fine line between keeping consumers updated and engaged – or spamming them with unwanted emails – is something that every digital marketer has balanced on at one time or another.

The availability of new social media channels only compounds the problem. To give marketers the power of a coordinated and consistent message, several digital marketing companies have sprouted up that combine their ability to market successfully with a platform for businesses to reach many different customers and prospects, across several different channels, all with a single click. Great technology for the companies using it – but unfortunately, however, also very attractive to spammers.

Recent regulatory changes have forced the digital marketing industry to make a concerted effort to cut down on unwanted spam – and strong financial penalties have been put in place for anyone not in compliance. To remain compliant, digital marketing companies need a way to identify rogue users that might be attempting to hack the system and use a particular company's software tool and/or contact database for spamming.

By using IT Operations Analytics (ITOA) technology to analyze all of your real-time data, digital marketers can quickly identify abnormalities, such as spammers that have gained access, and immediately take action.

Identifying Uncommon Intrusions
When a company's business reputation – and compliance with government regulations – relies on its ability to block out spammers, it is important to not only set up barriers to the textbook malicious uses, but also to uncover and prevent even those methods of intrusion not commonly known. Even one push of spam could quickly erode client confidence and land you in hot water with regulators.

It's hard enough to catch spammers using the rules and methods that have been attempted in the past, especially as the most successful spammers continue to shift and re-invent the ways they gain access to protected information.

These issues exist far beyond marketing technology, and most organizations employ a variety of solutions that work fine in combating attack patterns, viruses and hacking activities that have occurred in the past. Updating virus software, deploying firewalls and installing proxy agents are typical efforts that handily combat "known" hacking attempts. Along with attacks by novice hackers, however, are advanced threats from experienced intruders and professional cybercriminals.

The challenge in dealing with these advanced threats is that they come from experts whose actions appear as minor anomalies that your organization is conditioned to overlook. These pros design attacks that can stealthily move around technological "tripwires," slipping past traditional security approaches.

ITOA to the Rescue
With ITOA technology, companies no longer have to remain well-read on each potential flaw or hack that has been concocted and can set up the technology to look for users that are operating outside the definition of normal.

ITOA helps companies easily define populations of normal behavior clusters and then spot outliers in real-time, so that issues can be prevented and potential security holes closed right up. By looking at external traffic on gateway logs and/or access logs and comparing URLs, IP addresses, data volumes and HTML error codes, ITOA technology can identify the outlier behaviors that may represent a rogue user.

The automated nature of ITOA technology frees a company's IT team from having to set thresholds, develop signatures, or just manually search for abnormal behaviors. The ability of ITOA technology to adapt with speed and accuracy minimizes false positives and provides your organization with the resource it needs to weed out any rogue marketers before they get a chance to ruin your reputation and send you down the path of non-compliance.

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About Kevin Conklin
Kevin Conklin is the VP of Marketing at Prelert. Kevin Conklin has contributed to the success of a number of IT management startups. As Vice President of Marketing for VKernel, Kevin redefined product packaging plans increasing users from 5,000 to over 15,000. As VP of Marketing for Mazu, Kevin led the effort to reposition the company as an application delivery management company, increasing revenues over 50% and leading to the acquisition by Riverbed Technologies. As Chief Marketing Officer at SMARTS, Kevin led the effort to develop a highly repeatable sales model and expand the partner and channel programs doubling the installed base in 1 year and accelerating revenue growth. Through successive executive positions leading marketing and business development, Kevin was instrumental in Concord Communications growth from just over $1 million in revenues to an IPO, a leadership position in the performance management market and eventual growth to over $90 million in revenues.

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