Marketing & Fraud Detection: Friction or Faction?
More revenue—less fraud: the marketers at Internet retailers that drive customers to and through their websites want the former, and their counterparts—fraud analysts strive for the latter. How should an internet retailer balance these two objectives? Adam Sutton, a reporter for the marketer’s best practices website MarketingSherpa.com recently asked me about the relationship between marketers and fraud analysts while researching an article about how teamwork between the marketing team and anti-fraud team can help accomplish both objectives. You can read his timely and valuable article Reduce Ecommerce Fraud: 5 Areas for Marketers and Fraud Teams to Target here on MarketingSherpa—timely because it coincides with the 2010 Internet Retailer Conference and Exhibition (IRCE) at McCormick Place in Chicago this week.
I credit Sutton for delving into this subject for MarketingSherpa. It’s great information for any web businesses that must strike a balance to manage risk for card not present (CNP) online purchases. But why stop at CNP fraud, the information also holds true for website logins and new account creation.
Got a good story about web marketers and fraud analysts? Stop by the ThreatMetrix booth #275 at IRCE 2010 to share your story or add your comment here.
