Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Skewed analytics: is your best ‘customer’ actually a bot?

Basing marketing plans on dodgy data is costing businesses around the world over $40billion – a similar amount to ad fraud – says a new report.

According to a new study, it’s not just ad fraud that marketers need to worry about. Just as big a problem is the possibility you might be shaping the future of your company on the basis of bot behaviour, rather than what actual human customers want and need.

The report, by bot detection and mitigation specialist Netacea, surveyed 440 businesses across the travel, entertainment, e-commerce, financial services and telecoms sectors in the US and the UK. And it found that skewed analytics costs businesses 4.07 percent of their revenue, compared with 4 percent caused by ad fraud. Every year across the world businesses lose around $42billion due to ad fraud, according to analyst house Juniper Research, a number set to rise to $100 billion by 2023; and Netacea’s research suggests that skewed analytics is a problem of a similar scale.