Connecting the Right Data Points
6 Min Read
The Importance of Getting the Right Data Points for Fraud Prevention
In an era where digital transactions and online advertising are flourishing, fraud prevention has become a critical aspect of maintaining the integrity and efficiency of various business operations. The dynamic nature of fraud requires constant vigilance and an understanding of the data points that are essential for effective detection. This article explores the challenges and solutions in this area, focusing on the importance of securing the right data points.
The Challenges
1. GDPR and Privacy Laws Restricting Data Points
With the implementation of the General Data Protection Regulation (GDPR) and other global privacy laws, there has been a significant limitation on the kind of data that can be collected, processed, and stored. These regulations are meant to protect the personal information of individuals but can be a barrier in fraud detection where detailed data might be necessary.
2. First Party Data Becomes More Important
As third-party data becomes less accessible due to privacy regulations, businesses are shifting their focus towards first-party data. This refers to the information collected directly from customers, making it more reliable and relevant for fraud detection. However, gathering and managing this type of data requires a more focused and strategic approach.
3. Data Limits – Fingerprints / JS Checks Not Available at Conversions Through Postbacks Limitations
Certain data points, such as device fingerprints, are often not available at conversion levels through postbacks. This limitation can create gaps in the information needed to accurately detect fraudulent activities. Without these critical data points, it becomes challenging to construct a comprehensive picture of user behavior.
Solutions
1. Connecting Data Points Through Lookups and Connecting Clicks/Conversion Data
The complexities of data management in fraud prevention can be addressed through intelligent strategies such as connecting data points through lookups. This involves linking clicks and conversion data to create a cohesive understanding of user interactions. By doing so, businesses can bring advanced analytics and data points available at the conversion level.
2. Bringing Advanced Analytics/Data Points Available at Conversion Level
In addition to connecting existing data points, leveraging advanced analytics to extract more insightful data at the conversion level can enhance fraud detection. Sophisticated algorithms and machine learning techniques can provide a deeper understanding of patterns and trends, leading to more accurate and timely fraud prevention.
Conclusions
Fraud prevention is not just about blocking malicious activities; it’s about understanding the intricate web of data and how it interacts. The right data points are essential in creating a robust defense against fraud. Although the current landscape presents challenges such as privacy laws and data limits, innovative solutions like connecting data through lookups and employing advanced analytics can pave the way for more effective fraud detection.
In the ever-changing world of digital commerce, staying one step ahead of fraudsters requires a continuous commitment to understanding and leveraging the right data points. Embracing these challenges and solutions can protect businesses and consumers alike, ensuring a safer and more trustworthy online environment.
