Don’t Let the Bots Win: How to Detect and Prevent Fraudulent Customer Engagement
When the bots win, you - and your customers - don't. You must take immediate action. It's no longer enough to monitor the bots, trusting the guardrails and protective measures you had in place yesterday will meet the needs of the clever programmers and fraudsters of today. To take back the legitimate customer experience, you must turn to the data.?
Ticketmaster has recently come under fire for a very shaky experience #Swifties encountered when attempting to purchase tickets for an upcoming Taylor Swift concert. Greg Maffei, CEO of Liberty Media, Ticketmaster’s largest shareholder said “...The site was supposed to open up for 1.5 million verified Taylor Swift fans. We had 14 million people hit the site, including bots, which are not supposed to be there.” When you follow the data, allowing the insight to guide your path, you can not only plan more accurately based off interest, reporting, and scientific models, you're able to identify fraudulent users and bots, blocking their access instantly.??
This is especially necessary in cases such as the Taylor Swift concert, where bots, or automated ticket purchasing programs, can be used to purchase tickets at a faster rate than legitimate customers. This results in bots buying large amounts of tickets and then reselling them on third-party sites for a higher cost. While bots may appear to be just another customer, they don't require the same customer experience as someone who will actually attend the event. By using advanced analytics and data science tools, companies can detect bots that are trying to game the system and prevent them from taking advantage of legitimate shoppers.?
?The key question is: How do you identify bots?
Read the full article: