Posts tagged ‘ROI’

5 Moments of Inspiration at CM World 2014

September 18, 2014 7:16 am


There was something incredibly special about this year’s Content Marketing World event. It wasn’t just having 2,600 passionate marketers,100 thought leader speakers, and over 150 leading technology vendors all in one place. All of those things were exceptional, but it was much more. So with that as the backdrop, I’ll share my 5 Moments of Inspiration from CM World 2014. Watch our highlight video below for more:

  1. A shifting viewpoint – CMWorld 2014 was a tipping point for marketing professionals where the conversations shifted from “if” to “how.” As marketers. we’re no longer asking if content marketing should be part of our plan, we’re now asking how we re-engineer marketing to be content-centric.
  2. The funnel is dead – much has been written about this topic lately but nothing was more illustrative than Andrew Davis’ keynote presentation. The fundamental takeaway for marketers is that in the age of customer driven / search driven content consumption, nicely organized models of sequential buying patterns tend to disappear.
  3. Paid is not dead – one of the hot topics we covered in the thought leadership panel I moderated was how marketers are using paid media to promote and distribute content. The key takeaway is thinking about a “converged” paid, earned, and owned strategy and leveraging paid for exposure and reach.
  4. Get organized – a central topic at the conference was how marketers are struggling with organizing their content marketing strategy. From integrated campaigns to complex, persona-based planning, Joe Pulizzi had a lot to say about this topic. Interested in learning more? Sign up for our Live Stream with Joe on October 7.
  5. MOI = ROI – Andrew Davis nailed this topic in his keynote when he challenged the audience to create “Moments of Inspiration,” or MOI, and then went on to say how those moments of inspiration were really those critical touch points that create the content marketing ROI. On a related note, during my presentation, we showcased some amazing customer examples and how they are using video as the cornerstone of their content marketing strategy.

If you missed the conference or you’re interested in learning more, we interviewed over 40 of the top presenters at the event asking them, “What’s the hottest thing in content marketing today,” and packaged them up in our incredible new Brightcove Gallery product. Check out the gallery!

Account for Risk in your ROI for Web Application Firewalls

August 26, 2014 12:57 pm


Earlier this week, we published a new white paper titled, “Weighing Risk Against the Total Cost of a Data Breach,” on Ordinarily, a white paper wouldn’t be a particularly interesting subject for a blog post, but this one explores a topic that has generated a lot of questions from our customers – how do I financially justify a Web application firewall solution to my management?
We normally get this question from technology people who know that they need a solution to protect their Web applications against bad things like SQL injections, cross-site scripting, or remote file inclusions, but don’t know how to tie that protection to the business goals that their upper management cares about. This question is particularly vexing because a Web application firewall doesn’t follow the same ROI model that our customers are used to using when evaluating a technology solution. A Web application firewall doesn’t increase revenue, productivity, or customer engagement. Nor does it reduce CAPEX or OPEX in a regular, predictable manner.

What a Web application firewall does do is reduce risk. It reduces the risk of a harmful event occurring – in this case, of a data breach that can present a financial cost several orders of magnitude greater than of the solution itself. The white paper dives into all of the different sources that can contribute to that cost and offers a simple (and industry-accepted) formula to estimate it up front.

Does it provide an exact calculation of those costs? No – we’ve found that this is different for every customer and varies between industries, size of organization and region or geography. For example, in the US (and in Europe), the costs are particularly high, while in Asia the costs are more contained but seem to be rising.

Does implementing a solution guarantee that a data breach will never occur? Again, no – Bill Brenner recently made a great post that, while tongue-in-cheek, tried to explain that no security solution is ever 100 percent effective. In addition, we’ve seen that attackers utilize a variety of methods to get past IT defenses, including social engineering tactics like spear phishing, malware installed at the point of sale, as well as exploiting vulnerabilities of Web applications. However, Verizon’s 2014 Data Breach Investigations Report showed that more data breaches went through the Web application in 2013 (35 percent) than any other category, making it the largest risk to organizations and the area that we recommend our customers address first.

What the white paper does is present a method through which you can estimate the financial cost of a business-threatening event against your organization, allowing you to then weigh that against the cost of a solution and the risk that such an event will occur. This can be a great resource to help justify the purchase of a Web application firewall that can help you better protect your data. Because at the end of the day, a Web application firewall is all about reducing the risk and possible financial impact of a data breach, and having a better understanding of the financial impact and a sound method to estimate it upfront can only lead to a more informed decision.