ITP2 Wrecks Attribution And Makes Marketing (Even) Worse

Intelligent Tracking Prevention. ITP2. It’s a nightmare for us marketers. Everyone’s talking about how it trashes audience targeting.

If you want a primer on ITP2, read this AdAge piece.

What sends a chill down my spine, though, is what ITP2 will do to attribution and by extension marketing, which is bad for everyone—not just marketers. Hear me out.

Intelligent Tracking Prevention and other “security” efforts wreck referrer tracking: We can no longer accurately track traffic source. Organic search, social, paid media traffic gets lumped in with “direct.” We did an audit, and found at least 18% of client traffic is misattributed “dark” traffic:

Dark Traffic As Percentage Of Direct Traffic
Dark Traffic As Percentage Of Direct Traffic

Dark Traffic As Percentage Of Direct Traffic

Amazing research & dashboard by Michael Wiegand aka smartest analytics person ever aka @mwiegand. Here’s the Google Data Studio version.

We assumed dark traffic if a direct visit landed on a page with a URL longer than about 15 characters. We could be wrong. Forty-seven million people might be typing
into their address bar. They could be bookmarking

I know I do.

That was sarcasm. The reality is that our attribution data is getting munged at scale. Attribution is a pivotal marketing argument. Break it, and you break everything.

ITP2 isn’t helping privacy. It’s about as useful as Not Provided. The real risks to our privacy are phishing scams, ISPs, cell providers, credit card companies, that time someone dumped 20 million personal records off the back of a truck, and that guy who just walked by and scanned your iPhone’s portable hotspot. Not efforts to track which color socks I just bought.

What ITP2 does is make marketing even worse. You thought spam plagued us before? Now you’ll have a million panicked marketers stuffing inboxes and SERPs, trying to exceed goals by another 18%. The new Nigerian top brass will be some marketer pleading “ME ME ME ME OH ME PLEASE GODS ME OTHERWISE MY CHILDREN WILL STARVE!!!!”

All ITP2 does is set us back to the 1990s. You heard it here first.

The post ITP2 Wrecks Attribution And Makes Marketing (Even) Worse appeared first on Portent.


Building Credit: The Key to Access Capital

Establishing credit and having access to capital could be called financial cousins, don’t you think?

More than likely you’ve already built up your personal credit score, but did you know building a business credit history is just as important?

In fact, business owners may unknowingly apply for a small business loan without understanding the importance of having a favorable business credit score. They are also surprised when lenders reject their application for that very reason.

In addition to making it easier to qualify for a loan, your business credit history enables lenders to give you better rates since they consider you a lower credit risk. Moreover, low-risk borrowers in the 76-100 range can establish long-term relationships with suppliers and investors because they are eager to do business with them. Once you establish a solid business credit score, you can purchase new equipment, pay off credit cards or make improvements to an office building.

Let’s find out how Pablo found out how to build business credit for future expansion.


Pablo Was Turned Down for a Small Business Loan

The Latino business owner makes Bohemian and other types of wicker furniture and baskets. He’s a self-taught craftsman who has several employees and leases office and production space. Buyers use his products to decorate apartments, homes, condos, and office suites.

Up until now, Pablo has had steady cash flow and hasn’t needed to borrow additional capital. To keep his business growing, he decided to enlarge his inventory so he can fill orders quickly. Therefore, he needs cash to purchase supplies and cover increased labor costs. He applies for a business loan but the lender turns down his application because of his poor business score.

Because he has an excellent personal credit history, Pablo had no idea that not having a business credit score would affect his chances to get a loan. The lender is willing to help Pablo build his business credit history and makes suggestions he can implement right away.

The first step Pablo takes is to apply for a business credit card and a savings account in his business name. By making timely payments, Pablo can establish credit quickly. After he completes several tasks, he reapplies in four months and the lender offers him a loan. Pablo intends to develop a long-standing relationship with one or more lenders so his business doesn’t experience slumps in production or sales.


A Higher Business Credit Score Can Benefit You Too

Like Pablo, unless you spend time building up your business’s credit history, you may not secure a small business loan.

Pablo thought his personal credit score was enough to acquire more capital. Even though discouraged, he found out he could change his business’s trajectory. You probably have the same questions he had. How can you join the ranks of other business owners that built up or improved their credit histories quickly? How can you tap into tips and techniques that other entrepreneurs already use? How can you find out how to keep your business out of the red by always having access to capital? Fear not, knowing how to build business credit can be as easy as 3 easy steps that aren’t hard to put into practice.

Your credit score should go up so you’re positioned to qualify for loans and business lines of credit. Then, you can add to your fleet of vehicles, make your storefront more welcoming or your sales office bigger. A higher business credit score opens the door that otherwise stays closed.


This is a guest contribution by Betsy.


Telescopes and microscopes

It pays to look at opportunity with a telescope. It’s real, but it’s distant. The telescope brings it into focus and helps you find your way there. Telescopes are easy to find if you look for them.

And it often pays to look at trouble with a microscope. Not to get intimidated by the amorphous blob that could snuff out your dreams, but instead to look at the tiny component parts, learning how it is constructed and taking away its power. Once you realize how it’s built, you can deal with it.



Work before passion

“Offer me something I’m passionate about and I’ll show up with all of my energy, effort and care.”

That’s a great way to hide.

Because nothing is good enough to earn your passion before you do it. Perhaps, in concept, it’s worthy, but as soon as you closely examine the details and the pitfalls, it’s easy to decide it’s better to wait for a better offer.

What about considering the opposite?

“Offer me a chance to contribute, and I’ll work hard on it, with focus, and once I begin to make progress, I’ll become passionate about it.”

Work before passion measures our craft in terms of contribution, not in an idealized model of perfection.

Passion comes from feeling needed, from approaching mastery, from doing work that matters. [HT to Terri Trespicio.]

PS Today’s the first day of signups for the now-legendary Podcast Fellowship. I hope you can listen to some of the feedback we got for the first two sessions. Tip: When asked your favorite color, enter leapnow to save some money today or tomorrow.

Podcasting is a way to find your voice and we’d love to have you join us.



Too important to have a fight about

Battle lines drawn.

Positions solidified.

Arguments made.

All thrilling, perhaps fun, but unlikely to change minds.

If your cause is important enough, it’s worth taking the time and emotional energy to make your case without an argument. The opportunity is to recast your outcome in terms of the other person’s worldview, not insist that they change what they want or what they think they know.

The culture isn’t immutable. You can change it.

But not by picking a fight.



The Different Types of CMM Machines

Manufacturing has always been a business of margins — overhead is high, the upfront costs are significant, and the success of a business often depends on finding efficiencies throughout the production line. While manufacturing had declined in North America for decades following globalization, one tool that has played an important role in its twenty-first century resurgence is the coordinate measuring machine, or CMMs.

CMM machines are perfect tools for helping to automate aspects of quality control along the production line, because they can measure the physical geometrical characteristics of an object, either with or without a human operator. Computer software makes it possible for these machines to know whether there are any defects in the parts being created on the production line, with a speed and efficiency humans cannot achieve on their own.

There are different CMM machines designed to scan parts ranging in size from metres to micrometres. Read here to get a primer in CMM machinery and learn what type of CMM equipment is best suited for your business.


Bridge CMM

Since the 1970s, Bridge CMMs have been the mainstay of coordinate metrology. These machines are found across many industries because of their ability to handle most small- to medium-sized parts. Bridge CMMs are valued for delivering high precision and reliability at a compelling price point.


Gantry CMM

Gantry CMM machines work largely the same way as Bridge CMMs, except they are able to scan much larger parts. This makes them common in the automotive and aerospace industries, where the production line produces parts that are significantly bigger, and must be measured with extreme accuracy. For reasons that are easy to understand, accuracy in these industries is particularly important: cars and technology that is sent up to space cannot be made of any flawed parts, which is why these CMMs are designed to provide fine-grained part reports accurate to within the micrometre.


Vision and Multisensor Systems

Most CMMs measure parts and products with a tactile probe, but this is not an effective way to measure parts that are extremely small or delicate. In these cases, the parts must be measured without any physical contact being made. Video scanners and white light scanners are fast and delicate, ideal for measuring components smaller than 600 millimetres squared in area, and less than 200 millimetres tall.


Portable CMMs

The ROMER Arm is probably the most well known portable CMM machine. It is accurate and rugged, and the arm is able to move around the part or product so it can measure the dimensions of all sides.

The portable arm has an integrated scanning system which allows inspection right on the shop floor. Using a laser system or white light, it collects thousands of data points per second. It can also reverse engineer blueprints from already existing parts.

Each of these CMMs meets specific needs, and which one is best suited to you depends on the nature of your business. But competitiveness in the manufacturing industry shows no signs of slowing down, and as this industry continues to evolve, CMM machines offer a great way to use automation to improve quality control while at the same time increasing efficiency.


Skill vs planning

If you’re a gardener, planting orange trees in Ottawa, and nothing’s growing, it’s possible to beat yourself up, burn yourself out and say, “I’m a bad gardener.”


You could realize that oranges aren’t easy to grow in Ottawa. You could either move to Cuba or plant winter wheat instead.

But don’t beat yourself up just because the climate doesn’t match your seeds.



How Can Workplace Safety Save Your Business Money?

Workplace injuries can lead to loss of working days and personal injury claims, meaning they can be costly to your business. In 2016/17, 137 workers were killed in work-related accidents and in 2015/16 over 0.6 million workers suffered non-fatal work injuries. According to self-reports from the Labour Force Survey, this led to over 4.5 million working days lost. It is also worth noting that in 2016/17, there were 92 members of the public killed due to work-related activities.

In 2014/15, the cost of workplace related injuries was £4.8 billion – £2.8 billion was billed to the employers, which doesn’t include potential personal injury workplace claims.
Health and safety in the work place is clearly very important and not only to reduce the annual bill. As an employer, the safety of your employees should be at the forefront of your mind.

Here, experts in accident at work claims, True Solicitors, discuss what measures a business can put in place to ensure the safety of their employees, as well as the public, to prevent the risk of workplace fatal and non-fatal injuries that could cost your company money in the long-term.



Depending on the industry, special training is required to guarantee that all employees are fully qualified for the working environment. Every employee should be briefed on the safest fire exits around the premises, as well as what the procedure is in case of an emergency. In fact, many premises are permitted to carry out practice fire drills to ensure all members of staff are aware of the routine.

However, there are more than just fire safety procedures which workers need to be trained for. In the manufacturing industry, which is the third most dangerous environment for fatal injuries in the workplace, some job roles require particular training and qualifications to use machinery. Where hazardous or dangerous machinery is involved, staff must be trained on how to use it – and must always use the correct safety equipment and clothing. 152,000 of the 621,000 non-fatal injuries in 2015/16 led to over 7 days of work absence – providing your staff with the appropriate training could save you a big cost seen through a loss of working hours due to workplace injuries.

In some cases, employers have to ensure that their staff have the correct certification to be able to carry out procedures safely. For example, in the construction industry, any employee who will be navigating a crane will require a Construction Plant Competency Scheme (CPCS) licence.


Safety Equipment

In 2016/17, there were 30 deaths in the construction industry, making it the most common industry prone to workplace injuries – closely followed by agriculture (27 deaths) and the manufacturing industry (19 deaths). These industries in particular often require certain safety equipment to abide by health and safety regulations – and wearing the equipment could separate your employees from a near death experience and a non-fatal injury.

Working in the construction industry requires you to wear a safety helmet while on any work site to protect your head from any electrical exposure, falling debris, scrapes, bumps and impacts. If your staff fail to wear the required hard hat, any of those injuries could be a direct cause of not wearing the correct safety equipment. Protective glasses should also be worn by employees that are exposed to debris, dust and bright lights that could damage the employee’s sight.

It can also be compulsory to wear other protective clothing in jobs in the construction or manufacturing industry such as hi-vis clothing, steel toe cap boots, noise cancelling headphones and safety gloves. Implementing a work policy that says your staff are required to wear safety clothing and equipment is the first step to preventing workplace injuries that could lead to fatal deaths or long-term work absences, which cost your company money.


Safety Regulations

19% of 621,000 workplace injury victims in 2015/16 were due to slipping or tripping, making this one of the main causes of non-fatal injuries. The main causes of slips, trips and falls in the workplace are uneven floor surfaces, unsuitable floor coverings, wet floors, changes in levels, trailing cables and poor lighting – all of which can be prevented or marked out safely if the proper regulations are followed. Legally, businesses must follow The Workplace (Health, Safety and Welfare) Regulations 1992, which stipulates that employers must ensure that floor spaces are in good condition and free from obstructions.

The Health and Safety (Safety Signs and Signals) Regulations 1996 legally require businesses to provide and display the appropriate safety signs when there is a potential risk too – whether that is a wet floor sign, or signs indicating loose cables or exposed electric cables.

There are specific legal regulations for businesses to follow so it would be worth while to look into this to make sure you maintain the safety of your employees.





Office Relocation: How To Deal With It At Best And Without Worries

The office where you work is no longer suitable for hosting a business and you are preparing to move? The things to do in view of the move of the office are so many and you do not know where to start?

When the things to organize for the move become unsustainable, it is essential to rely on a professional firm that will give you the necessary support you will need during the whole period of the move.

Whether you have an established business or you are creating a franchise at https://www.franchisegator.com, the move of the office is actually complex to plan. The electronic tools are many, the furniture is very heavy and difficult to carry. But above all, it is essential to be very precise and rigorous in all the planning, as a choice made incorrectly or in the wrong timing may jeopardize the continuation of office activities by losing to the whole organization not only time and energy, but also money.

Here are some simple tips to help you plan the move of the office in every detail and avoid unpleasant surprises.


Office Relocation: What To Do For A State-of-the-art Organization

Before starting to move furniture and computers, it is very important to have a good basic organization. This will allow to perform the right phase at the right time in order to avoid inconveniences which in the long run can give problems.

In particular, you should consider the following points.


Make Sure That The Paperwork Has Been Done

It may seem obvious, but before you organize the office that will soon host your business, it is essential to go to the institutions and declare the establishment of your business in a new location. This phase is essential not only for the purposes of taxes, but also to define the change in use of the building and make sure that the new premises are suitable for the rules laid down by the master plan.


Contact the Utilities

Telephone, internet, water, electricity, gas … this operation must be done in time as the change process is often long or difficul to complete. So, make sure that when you arrive, the utilities are active and ready to be used, in order to resume all activities quickly and smoothly.


Office Plan

Before assembling the furniture, you should have already defined the map of how your office will be. Plan well in advance where the desks will be mounted, printers and photocopiers, or any coffee machines. This will allow you to give clear information when the moving company it will be there.


Plan in Advance

Organize the shifts well so that there won’t be any activity stops. Do this to avoid unnecessary loss of money.

Always establish on time who should keep the activity open and who will support you during the move.


Update Your Contact Details

Finally, do not forget to change all the contacts. Notify the mail and if you have a website, do not forget to update it with the new address. It will help you to orient customers and avoid not to miss a letter.

To conclude, remember that in addition to good organization, it is important to have the right people by your side. Following the right advice at the right time will make the moment of moving less burdensome.


Office Relocation: The Many Advantages Of Relying On A Professional Help

The fact that there are so many things to do and to plan, means that following improvised DIY strategies may not be a good idea. Contacting a specialized moving company means having at your disposal many professionals who will support you at every stage.

Here is an example of what a trusted moving company can do for you:

  • Supply of cartons, boxes and all the packaging necessary to perfectly pack
  • Labels and in general packaging material that guarantee excellent protection for all your goods, from furniture to computers
  • Use of electric and mechanical instruments able to carry any weight.
  • Positioning, disassembly and assembly of your furniture
  • Cleaning and collection of all the material used

Last but not least, ask for a free quote without obligation, to meet your needs. Click here now to learn more about professional help.

Ultimately, using a good moving company means being able to let others do a whole series of tasks that you should otherwise take care of. In this way, you can not only avoid uncomfortable stress situations, but also deal with a whole range of issues that could be left unresolved. The best way to monitor every single phase, achieving maximum results with minimum effort.