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  • What Is Training Data? How It’s Used in Machine Learning – Business

    What Is Training Data? How It’s Used in Machine Learning – Business

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    Machine learning models are as good as the data they’re trained on.

    Without high-quality training data, even the most efficient machine learning algorithms will fail to perform.

    The need for quality, accurate, complete, and relevant data starts early on in the training process. Only if the algorithm is fed with good training data can it easily pick up the features and find relationships that it needs to predict down the line.

    More precisely, quality training data is the most significant aspect of machine learning (and artificial intelligence) than any other. If you introduce the machine learning (ML) algorithms to the right data, you’re setting them up for accuracy and success.

    Training data is also known as training dataset, learning set, and training set. It’s an essential component of every machine learning model and helps them make accurate predictions or perform a desired task.

    Simply put, training data builds the machine learning model. It teaches what the expected output looks like. The model analyzes the dataset repeatedly to deeply understand its characteristics and adjust itself for better performance.

    In a broader sense, training data can be classified into two categories: labeled data and unlabeled data.

    labeled data vs. unlabeled data

    What is labeled data?

    Labeled data is a group of data samples tagged with one or more meaningful labels. It’s also called annotated data, and its labels identify specific characteristics, properties, classifications, or contained objects. 

    For example, the images of fruits can be tagged as apples, bananas, or grapes.

    Labeled training data is used in supervised learning. It enables ML models to learn the characteristics associated with specific labels, which can be used to classify newer data points. In the example above, this means that a model can use labeled image data to understand the features of specific fruits and use this information to group new images.

    Data labeling or annotation is a time-consuming process as humans need to tag or label the data points. Labeled data collection is challenging and expensive. It isn’t easy to store labeled data when compared to unlabeled data.

    What is unlabeled data?

    As expected, unlabeled data is the opposite of labeled data. It’s raw data or data that’s not tagged with any labels for identifying classifications, characteristics, or properties. It’s used in unsupervised machine learning, and the ML models have to find patterns or similarities in the data to reach conclusions.

    Going back to the previous example of apples, bananas, and grapes, in unlabeled training data, the images of those fruits won’t be labeled. The model will have to evaluate each image by looking at its characteristics, such as color and shape.

    After analyzing a considerable number of images, the model will be able to differentiate new images (new data) into the fruit types of apples, bananas, or grapes. Of course, the model wouldn’t know that the particular fruit is called an apple. Instead, it knows the characteristics needed to identify it.

    There are hybrid models that use a combination of supervised and unsupervised machine learning.

    How training data is used in machine learning

    Unlike machine learning algorithms, traditional programming algorithms follow a set of instructions to accept input data and provide output. They don’t rely on historical data, and every action they make is rule-based. This also means that they don’t improve over time, which isn’t the case with machine learning.

    For machine learning models, historical data is fodder. Just as humans rely on past experiences to make better decisions, ML models look at their training dataset with past observations to make predictions.

    Predictions could include classifying images as in the case of image recognition, or understanding the context of a sentence as in natural language processing (NLP).

    Think of a data scientist as a teacher, the machine learning algorithm as the student, and the training dataset as the collection of all textbooks.

    The teacher’s aspiration is that the student must perform well in exams and also in the real world. In the case of ML algorithms, testing is like exams. The textbooks (training dataset) contain several examples of the type of questions that’ll be asked in the exam.

    Tip: Check out big data analytics to know how big data is collected, structured, cleaned, and analyzed.

    Of course, it won’t contain all the examples of questions that’ll be asked in the exam, nor will all the examples included in the textbook will be asked in the exam. The textbooks can help prepare the student by teaching them what to expect and how to respond.

    No textbook can ever be fully complete. As time passes, the kind of questions asked will change, and so, the information included in the textbooks needs to be changed. In the case of ML algorithms, the training set should be periodically updated to include new information.

    In short, training data is a textbook that helps data scientists give ML algorithms an idea of what to expect. Although the training dataset doesn’t contain all possible examples, it’ll make algorithms capable of making predictions.

    Training data vs. test data vs. validation data

    Training data is used in model training, or in other words, it’s the data used to fit the model. On the contrary, test data is used to evaluate the performance or accuracy of the model. It’s a sample of data used to make an unbiased evaluation of the final model fit on the training data.

    A training dataset is an initial dataset that teaches the ML models to identify desired patterns or perform a particular task. A testing dataset is used to evaluate how effective the training was or how accurate the model is.

    Once an ML algorithm is trained on a particular dataset and if you test it on the same dataset, it’s more likely to have high accuracy because the model knows what to expect. If the training dataset contains all possible values the model might encounter in the future, all well and good.

    But that’s never the case. A training dataset can never be comprehensive and can’t teach everything that a model might encounter in the real world. Therefore a test dataset, containing unseen data points, is used to evaluate the model’s accuracy.

    training data vs. validation data vs. test data

    Then there’s validation data. This is a dataset used for frequent evaluation during the training phase. Although the model sees this dataset occasionally, it doesn’t learn from it. The validation set is also referred to as the development set or dev set. It helps protect models from overfitting and underfitting.

    Although validation data is separate from training data, data scientists might reserve a part of the training data for validation. But of course, this automatically means that the validation data was kept away during the training.

    Tip: If you’ve got a limited amount of data, a technique called cross-validation can be used to estimate the model’s performance. This method involves randomly partitioning the training data into multiple subsets and reserving one for evaluation.

    Many use the terms “test data” and “validation data” interchangeably. The main difference between the two is that validation data is used to validate the model during the training, while the testing set is used to test the model after the training is completed.

    The validation dataset gives the model the first taste of unseen data. However, not all data scientists perform an initial check using validation data. They might skip this part and go directly to testing data.

    What is human in the loop?

    Human in the loop refers to the people involved in the gathering and preparation of training data. 

    Raw data is gathered from multiple sources, including IoT devices, social media platforms, websites, and customer feedback. Once collected, individuals involved in the process would determine the crucial attributes of the data that are good indicators of the outcome you want the model to predict.

    The data is prepared by cleaning it, accounting for missing values, removing outliers, tagging data points, and loading it into suitable places for training ML algorithms. There will also be several rounds of quality checks; as you know, incorrect labels can significantly affect the model’s accuracy.

    What makes training data good?

    High-quality data translates to accurate machine learning models.

    Low-quality data can significantly affect the accuracy of models, which can lead to severe financial losses. It’s almost like giving a student a textbook containing wrong information and expecting them to excel in the examination.

    The following are the four primary traits of quality training data.

    Relevant

    The data needs to be relevant to the task at hand. For example, if you want to train a computer vision algorithm for autonomous vehicles, you probably won’t require images of fruits and vegetables. Instead, you would need a training dataset containing photos of roads, sidewalks, pedestrians, and vehicles.

    Representative

    The AI training data must have the data points or features that the application is made to predict or classify. Of course, the dataset can never be absolute, but it must have at least the attributes the AI application is meant to recognize.

    For example, if the model is meant to recognize faces within images, it must be fed with diverse data containing people’s faces from various ethnicities. This will reduce the problem of AI bias, and the model won’t be prejudiced against a particular race, gender, or age group.

    Uniform

    All data should have the same attribute and must come from the same source.

    Suppose your machine learning project aims to predict churn rate by looking at customer information. For that, you’ll have a customer information database that includes customer name, address, number of orders, order frequency, and other relevant information. This is historical data and can be used as training data.

    One part of the data can’t have additional information, such as age or gender. This will make training data incomplete and the model inaccurate. In short, uniformity is a critical aspect of quality training data.

    Comprehensive

    Again, the training data can never be absolute. But it should be a large dataset that represents the majority of the model’s use cases. The training data must have enough examples that’ll allow the model to learn appropriately. It must contain real-world data samples as it will help train the model to understand what to expect.

    If you’re thinking of training data as values placed in large numbers of rows and columns, sorry, you’re wrong. It could be any data type like text, images, audio, or videos.

    What affects training data quality?

    Humans are highly social creatures, but there are some prejudices that we might have picked as children and require constant conscious effort to get rid of. Although unfavorable, such biases may affect our creations, and machine learning applications are no different.

    For ML models, training data is the only book they read. Their performance or accuracy will depend on how comprehensive, relevant, and representative the very book is.

    That being said, three factors affect the quality of training data:

     

    1. People: The people who train the model have a significant impact on its accuracy or performance. If they’re biased, it’ll naturally affect how they tag data and, ultimately, how the ML model functions.

    2. Processes: The data labeling process must have tight quality control checks in place. This will significantly increase the quality of training data.

    3. Tools: Incompatible or outdated tools can make data quality suffer. Using robust data labeling software can reduce the cost and time associated with the process.

    Where to get training data

    There are several ways to get training data. Your choice of sources can vary depending on the scale of your machine learning project, the budget, and the time available. The following are the three primary sources for collecting data.

    Open-source training data

    Most amateur ML developers and small businesses that can’t afford data collection or labeling rely on open-source training data. It’s an easy choice as it’s already collected and free. However, you’ll most probably have to tweak or re-annotate such datasets to fit your training needs. ImageNet, Kaggle, and Google Dataset Search are some examples of open-source datasets.

    Internet and IoT

    Most mid-sized companies collect data using the internet and IoT devices. Cameras, sensors, and other intelligent devices help collect raw data, which will be cleaned and annotated later. This data collection method will be specifically tailored to your machine learning project’s requirements, unlike open-source datasets. However, cleaning, standardizing, and labeling the data is a time-consuming and resource-intensive process.

    Artificial training data

    As the name suggests, artificial training data is artificially created data using machine learning models. It’s also called synthetic data, and it’s an excellent choice if you require good quality training data with specific features for training an algorithm. Of course, this method will require large amounts of computational resources and ample time.

    How much training data is enough?

    There isn’t a specific answer to how much training data is enough training data. It depends on the algorithm you’re training – its expected outcome, application, complexity, and many other factors.

    Suppose you want to train a text classifier that categorizes sentences based on the occurrence of the terms “cat” and “dog” and their synonyms such as “kitty,” “kitten,” “pussycat,” “puppy,” or “doggy”. This might not require a large dataset as there are only a few terms to match and sort.

    But, if this was an image classifier that categorized images as “cats” and “dogs,” the number of data points needed in the training dataset would shoot up significantly. In short, many factors come into play to decide what training data is enough training data.

    The amount of data required will change depending on the algorithm used.

    For context, deep learning, a subset of machine learning, requires millions of data points to train the artificial neural networks (ANNs). In contrast, machine learning algorithms require only thousands of data points. But of course, this is a far-fetched generalization as the amount of data needed varies depending on the application.

    The more you train the model, the more accurate it becomes. So it’s always better to have a large amount of data as training data.

    Garbage in, garbage out

    The phrase “garbage in, garbage out” is one of the oldest and most used phrases in data science. Even with the rate of data generation growing exponentially, it still holds true.

    The key is to feed high-quality, representative data to machine learning algorithms. Doing so can significantly enhance the accuracy of models. Good quality training data is also crucial for creating unbiased machine learning applications.

    Ever wondered what computers with human-like intelligence would be capable of? The computer equivalent of human intelligence is known as artificial general intelligence, and we’re yet to conclude whether it will be the greatest or the most dangerous invention ever.

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  • Best Fashion & Retail Marketing Agencies in the UK with Great Case Studies – Digital Marketing

    Best Fashion & Retail Marketing Agencies in the UK with Great Case Studies – Digital Marketing

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    Fashion & retail marketing agencies can help you meet your needs in creating a winning strategy. They will make new potential customers notice your brand at scale. Therefore, you should know the best fashion & retail marketing agencies in the UK with great case studies. These agencies are providing the greatest services.

    As you know, the fashion industry is in a world of competition between brands. In this world, you need to have all the necessary tools to ensure the survival and development of your brand. With the best fashion & retail marketing agencies, you can become a reliable and successful brand. And they can create effective strategies that increase loyalty, attract and retain your customers.

    Fashion & retail marketing agencies

    All of the agencies we will offer you have the potential to make you stand out from the competition using proven techniques and data-based strategies. Firstly, thanks to the greatest approaches, they can accelerate your sales. Their teams will increase your turnover with the best fashion & retail marketing agents.

    Working with agencies serving in your industry also greatly contributes to providing transparency and trust in your interactions with customers. You can save time and money by incorporating the useful tactics these agencies will provide. And you can also contribute much more from all these services.

    Here, we have listed the best fashion & retail agencies in the UK with great case studies:

    • Digital Media Team
    • CEEK Marketing
    • Outible
    • Pixated
    • Croud
    • KOTA
    • Digital Uncut
    • Impression
    • Digital Cake
    • Distinction
    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Digital Media Team is a digital media agency specializing in paid advertising for companies. They are experts in

    • generating exposure,
    • driving revenue, and
    • growing e-commerce brands, with several years of experience in the digital industry, both in-house and on the agency side. 

    As the only Premium Facebook Business Partner outside of the capital, they offer outstanding services without the London price tag. Their partnership with Facebook ranks in the top 5% of digital marketing agencies worldwide.

    They have a wide range of services such as email marketing, paid social, design, PPC & Google ads, Shopify websites, amazon marketing services, and more. From your website through to your paid social, their range of digital marketing services maps out every step of your brand’s journey. They will surely match you with the services that meet your business goals, helping you grow and scale your brand to new heights.

    Fashion & retail marketing agenciesFashion & retail marketing agencies

    CEEK Marketing is a digital marketing and social media consulting agency based in London. Their unique marketing methodologies ensure your business is seen by target customers online and via social media.

    Their team of marketing experts has a great passion for digital marketing. They make great partnerships with you to get stronger on social media using other marketing channels such as

    • search engine optimization,
    • influencer marketing, and
    • paid to target campaigns.

    With its expertise in unique approaches, amplifying brand awareness, increasing revenue, leveraging technology, CEEK Marketing offers you many excellent services such as content creation, web development, search engine marketing, paid targeting, inbound marketing, video production, digital PR, and more.

    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Outible is a professional digital agency based in Liverpool, UK. Its team of passionate experts works together to develop and support enterprise-level software. There is no doubt that their works are cleaner, valuable, maintainable and future-proof, and also less intrusive.

    They have all of the jobs required for a complete software development process. Their development staff has a diverse range of capabilities and is knowledgeable in a variety of programming languages and development tools.

    Focusing solely on your business needs, they discuss solutions freely, always provide transparent, and honest timetables, and follow up on a frequent basis. Moreover, they stay positive and realistic to deliver outstanding services like

    • website development,
    • app development,
    • SaaS solutions,
    • search engine optimization,
    • project management,
    • UX design,
    • content creation,
    • enterprise-level support, and more to all of their clients.
    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Pixated is one of the best fashion & retail marketing agencies in the UK. It is a performance marketing and web design agency. Likewise, the team has a proven track record for scaling up some of the most exciting brands.

    Above all, its talented and experienced team of experts is specialized in crafting high-converting campaigns geared towards generating the best ROI for ambitious brands around the world. They have all the experience and industry-leading knowledge required to transform your online performance into a brand to be proud of.

    Pixated will surely delight you with the excellent results coming from its consistent strategies. Their efforts will be characterizing your impressive online presence and significant services. For instance, they may help you with

    • web design,
    • app marketing,
    • web development,
    • email marketing,
    • PPC marketing,
    • digital strategy,
    • UX design, etc.

    Croud is a global digital agency founded in 2011 that connects data, technology, and creativity to drive business performance. It has a wide range of partnerships with some of the world’s leading brands such as Avon, UGG, Vans, International Workplace Group, and more. Its in-house experts based in the UK, USA, and Australia are recognized by many industries for their skills and innovations.

    When you work with Croud’s multinational team, you will benefit from the expertise and experience of some of the brightest digital strategists, planners, and practitioners. Using a unique model that enables a more in-depth understanding of your business, its team will deliver truly transformative results.

    In addition, experienced in many industries including fashion and retail marketing, Croud gives several services:

    • digital experience and performance,
    • data solutions,
    • global growth,
    • in-housing solutions,
    • digital strategy,
    • content marketing, and more.

    KOTA is an international award-winning creative web design and branding agency based in London. Firstly, it is a progressive and insightful design agency. The team is technically and creatively skilled to translate your brand into its best digital self. Moreover, its creative team’s design and development approach create impactful, engaging brands and immersive digital experiences. That’s how they bring you a return on creativity.

    KOTA’s international team of designers, developers, and strategists specialize in many services such as

    • branding,
    • web development,
    • digital marketing,
    • web design,
    • WordPress,
    • e-Commerce, and more.

    The agency will focus on bringing your brand to the digital world in the most effective way. Finally, KOTA will give you impressive results with their background of experience in numerous industries including fashion and retail marketing.

    Digital Uncut is a digital agency that enables startups to fast forward their growth by delivering expert and innovative services. It provides the strategy and expert execution that your brand needs for growth.

    Because of its greatest techniques, it will get transformation to your entire digital marketing strategy. Its talented professionals help your fashion brand to stand out with all the effective types of campaigns.

    Digital Uncut offers you many services such as

    • SEO,
    • content creation,
    • PPC,
    • web development,
    • digital graphic design,
    • digital PR,
    • data analysis,
    • consultancy, and more.

    Impression is one of the best fashion and retail marketing agencies in the UK. The agency is a multi-award-winning, international performance agency. The team has been a strategic partner to the world’s most exciting and ambitious brands, making growth potential a reality.

    After all, this trusted agency can be a great partner for your brand’s growth with its high-calibre strategic specialists. They are passionate about doing the best work they can and pushing new technology to its limits.

    Impression delivers best-in-class digital campaigns and services. The team has been recognized in the form of awards at both a national and global level with

    • SEO,
    • PPC,
    • digital PR,
    • content marketing,
    • analytics,
    • CRO, and more.

    Digital Cake is a full-service agency based in London that has a speciality in providing strategy, Shopify builds, boost in social media activity, SEO strategy digital marketing to start-up and fast-growing digital business. Therefore, they bring their experience and expertise to a new generation of online entrepreneurs.

    Its expert team knows exactly how to deliver the results that you need. Moreover, their method is going step by step by defining ideas, building and executing, measuring, optimizing, and reaching the best results.

    Digital Cake has a great number of services such as

    • website development,
    • digital strategy,
    • marketing,
    • Shopify development,
    • SEO, and more with its work history full of experiences from many industries.

    Distinction is a digital agency approaching digital product development from the outside-in. And, they also use active strategies that launch to market quickly and stay ahead of the competition. Its creative team can deliver results using its tried and tested strategies.

    Distinction professionals use the technologies and strategies for several purposes: to know your customer, explore new sales channels, adopt data, automate every task, and know your goal. Consequently, all are very helpful in growing your brand’s recognition.

    This award-winning digital agency offers you a wide range of services such as

    • content marketing,
    • SEO,
    • e-commerce,
    • PPC marketing,
    • UX design,
    • software development,
    • inbound marketing,
    • digital strategy, and more.

    Conclusion 

    In conclusion, we have listed the best fashion & retail marketing agencies in the UK with great case studies above for you. In short, these agencies create the best digital infrastructure to help your brand succeed in the competitive fashion world. Working with one of them, you can stand out from the competition using their proven techniques and strategies based on data. When you trust and start a partnership with them, you will get the greatest results.

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  • How an Instagram Account May Be a Game Changer in Promoting Your Business – Media

    How an Instagram Account May Be a Game Changer in Promoting Your Business – Media

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    Instagram is one of the companies that’s at the forefront of encouraging the use of visual content as a marketing tool. With close to a billion active users monthly, Instagram is a powerful tool for promoting your business and reaching new potential customers.

    It is a cost-effective platform that requires as little as 6 hours a week to increase recognition towards your business, sales and more traffic with almost no financial burden on you. Getting real Instagram followers should be a substantial part of every business’s marketing strategy. It is a key element for improving the success of any business.

     

    Instagram has high engagement rates 

    Instagram has the highest engagement rates of any social media network. In other words, your audience doesn’t just see your ads, they interact with them and are more likely to remember them than on any other social media channel.

    The average engagement rate per account on Instagram is 4%. This will differ depending on the industry your company belongs to. For instance, the engagement rates of a shopping and retail account will be vastly different from that of a public figure.

    Even then, Instagram still has higher engagement rates than all other social media networks. According to research by Forrester, ad recall from Instagram ads is about 2.8x higher than ad recall from other social media networks (ad recall is a more effective way of measuring the ad performance than the number of impressions).

    Consumers are also 58 times more likely to engage with branded content on Instagram as compared to Facebook and 120 times as compared to Twitter.

    New visitors to Instagram pages spend more time on individual pages than any other social media network, including Twitter, Facebook, and Pinterest. This means that Instagram is more likely to attract new users and drive them to your website as referral traffic.

     

    Increased brand awareness

    Social media networks are by far the most effective method of increasing your brand’s visibility when it comes to digital marketing. Instagram gives you access to millions of users at a time.

    Instagram makes it easy to discover new photos, make new friends and discover new businesses through hashtags, curated suggestions and Instagram’s handy Discover tab. To get started, create a social media profile for your business and start interacting with other people. Get employees, social media partners and sponsors on board by liking and sharing the content. Each post shared is a post opening the world to a whole new network of individuals who can then grow into potential customers.

    By investing their time on Instagram, 91% of marketers claim having had positive results in terms of growing their following and increasing the exposure of their brand. Simply having a page for your social media network is more than enough to start bringing in new faces and having familiar faces come back.

     

    Access to comprehensive targeting tools

    When Instagram was first launched, it was quickly bought out by Facebook, barely a month after it was released to the public. For better or for worse, Instagram’s whole business model and fate are deeply intertwined in everything that Facebook does.

    Aside from Google, Facebook is known to have the most complex and comprehensive ad targeting algorithms in the world. As soon as Instagram joined Facebook, it was slowly granted access to the same technology and started matching Facebook in terms of scale and capability.

    Facebook gives you access to advertising your content by age, location, interests and general behavior. Instagram now gives you access to the same tools.

    Michelle Thomson, a social media content specialist and an essay services writer says that when it comes to marketing, the more precisely you can define your target audience, the more likely your marketing campaign is going to be successful.

    Instagram also has access to Facebook’s powerful retargeting capabilities. Cold targeting is reaching out to people that have not seen or heard of your brand before. They are cold leads and have to be warmed up to your ideas and products before becoming buyers, or better, recurring buyers.

    Retargeting, on the other hand, means targeting people that have already heard of your brand to draw them towards making purchases. The most common way of achieving this is by targeting people that visit your website, subscribe to your newsletters, or respond to your CTA but haven’t made a purchase yet.

    This is a useful feature to have because it allows marketers a lot of flexibility when coming up with an Instagram marketing strategy. You can create retargeting audiences based on features such as your Instagram account’s post engagement, custom email lists and other pieces of data you own. Integrate a strategy that has Instagram ads infused in it to achieve ideal results.

     

    Instagram ads get great results

    Having one of the highest engagement rates on the internet, paying for advertisement space on Instagram pays off quickly. Combining Instagram’s capable ad-targeting capabilities and the high user engagement rates, paying for Instagram ads increases the chances that your posts will gain attention, new followers and new customers.

    Instagram gives you access to a variety of tools that can be used to drive businesses towards your website, your apps, or to text you on WhatsApp and Messenger if you prefer. Each campaign should have you outline what your goals are, defining the same using Facebook Ad Manager. There are nine categories to choose from.

    One of the most effective tools within the Ad Manager is awareness-based objectives. As the name suggests, objectives that fall under the ‘awareness’ umbrella should be selected by teams that want users to see and remember their brand.

    If the aim is for your ad to be seen by as many people as possible, regardless of the outcome, select ‘Reach’ as your objective. ‘Brand Awareness’ can be used to achieve the same thing, but also helps to make sure users remember your brand. It’s normally more effective than using Reach on its own.

    Besides, paying for Reach means you’re paying for each impression. You can’t be sure whether such a user interacted with your post or will remember it in the first place.

     

    Nearly half of Instagram users use it to make purchases

    At the end of the day, what you want from Instagram is more sales. It may be relieving to find out that of all the social media platforms, none responds as well to marketing as do Instagram users.

    According to a report, almost 1/3 of the most-viewed stories on Instagram belong to brands and businesses. Additionally, more than a third of Instagram users have used it to purchase a product in the past. In other words, an Instagram user is 70% more likely to buy a product online as compared to non-Instagram users.

    What makes Instagram users even more desirable is the fact that 75% of them take action after it’s presented to them. For example, after coming across your profile, 3/4 of users will either visit your website or follow the CTA button on your profile.

    If the ‘Shop Now’ button is backed up by content on your profile and the right engagement metrics throughout, 3 out of every four people that visit your profile will take advantage of it.

     

    Build a connected audience

    Instagram comes with all the paid features that Facebook offers but has a few unique capabilities of its own as well. The most crucial of these is in-built organic reach functionality.

    Facebook’s algorithms are built such that building your fanbase or your follower count has to be paid for. In direct contrast, Instagram gives businesses a lot of breathing room, allowing you to achieve direct results without having to pay for them directly using advertising dollars.

    Organic reach is desirable because it allows for a natural relationship to form between brands and followers. Ads can be considered the opposite of this because most people see it as an intrusion on their privacy. This personal touch to the relationship between brands and followers is important for maintaining loyalty and ensuring they return.

    Following your brand on Instagram is a commitment. When a consumer follows you, they are showing a direct interest in what you have to offer. As a marketer, it’s your role to realize this and work to grow the relationship from that point forward.

     

    Conclusion

    Instagram is constantly in the news for having the highest engagement rates of any other social media network. However, depending on the kind of account you run and the niche you’re involved in, getting new followers may be a lot more difficult than others.

    However, Instagram is the most advantageous platform for a business to be part of because it has access to advanced ad-targeting tools, and is the best place to generate awareness for your brand. The results you get will depend on how much time and effort you dedicate to splitting, testing, iterating and trying out new tactics to maximize your engagement metrics.

     

    Author:

     

    Isabell Gaylord is a Chicago based professional content writer, resume writer, journalist and content marketing specialist. She specializes in subjects of business management, career development, startups and economics and finance. In her free time, she works on her business blog, writes poetry and goes biking in the city.

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  • Let’s Talk About Spanish PPC – SEO

    Let’s Talk About Spanish PPC – SEO

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    Spanish-PPC-Twitter

    As digital marketers, we have all been there — stuck on what to do next and trying to reinvent the wheel. We know what it is like to run out of ideas, to try every strategy, to test every new feature until we get to that point where we have done it all. And then what?

    What if I tell you that in order to come out on top, you don’t need to reinvent things? What if you can try something new while barely changing the way you do things now? What I am talking about is keeping in place all the strategies you know work, along with all the content you know sells, and then simply translating them into the second-most spoken language in the United States.

    Español.

    Why should we focus on Spanish over all other languages?

    Screen Shot 2021-07-22 at 12-14-19 PM-png

    This is a very fair question as there are hundreds of languages spoken in households all across the United States. Over 20% of Americans are bilingual and this segment of the population has more than doubled in the last 30 years. Additionally, the percentage of languages spoken at home is on the rise, from Spanish to Tagalog.

    With so many language options to choose from, the reason I am focusing on Spanish is because, besides English, it is the most commonly-spoken language in the United States.

    And since we are on the subject of bilingual speakers, I have a myth to bust. Most marketers believe that bilingual strategies will only be effective in major metropolitan areas. For this reason, it is not uncommon to see billboard and public transit ads in other languages posted in New York City or Los Angeles. However, these same billboard and public transit ads are not utilized outside major cities and, furthermore, are rarely used in digital marketing. But when you look at the map of the United States and evaluate the number who speak a foreign language at home, you can find pockets of speakers in every state. In fact, the state with the largest percentage increase of foreign language speakers at home was Nevada with a 1,088% increase since 1980. 

    Screen Shot 2021-07-22 at 12.18.15 PM

    The Hispanic population is made up of 60.5 million people which comprises nearly 20% of the country’s population. The United States has more Spanish speakers than every country other than Mexico. Hispanics are the fastest growing segment of the U.S. population; for every two people added to the population, one is Hispanic.

    Hispanics represent 20 different nationalities, but the U.S. population has a large percentage coming from Mexico, Cuba, and Puerto Rico.

    The Hispanic consumer is very important to the U.S. economy because they control $1.5 trillion in buying power. This is up 212% from the last decade! Not only that, their consumption of products and services has increased by 42% in the same time period. Additionally, studies show that 66% of U.S. Hispanics pay attention to online ads and — more importantly — 93% take action after seeing the ads online, rendering them an incredible asset to the world of digital marketing. 

    The real question we need to be asking ourselves is, if they represent such a significant portion of our online population, why is no one talking to them online? They represent a significant portion of the population, they have money, and they have a big desire to spend it. 

    Why should digital marketers invest in Spanish?

    Screen Shot 2021-07-22 at 12.21.59 PMScreen Shot 2021-07-22 at 12.31.14 PM

     

    Let’s dig into how to actually implement the strategy (that is not technically a strategy).

    Setting up a campaign correctly

    Like with any experiment, we need to follow the scientific method and separate our variables. These campaigns should be treated as a test and each language should be tested out separately. The test budget I recommend is 20-30% of what you would normally spend in a campaign. In terms of their setup, there are a few nuances we want to watch out for when considering bilingual campaigns. In the language setting, I like to add the language I am testing, as well as the main language of the country; in this case, English.

    Another important thing to consider when setting up ad scheduling, is time zones. Google Ads and Bing Ads treat this feature very differently. In Google, we are looking at the time zone in which the account is created and, in Bing, the time zone of the end user. If you are testing bilingual and international campaigns, make sure you are not scheduling them during times your target audience is sleeping.

    The rest is quite easy because you have already done the heavy lifting and testing. You will keep the structure the same and begin by simply selecting a few of your best-performing ad groups, or 30-50 of the top-performing keywords.

    Translation

    Translating ads is costly unless you can do it yourself. I know that not everyone has the knowledge or confidence to do it on their own, so I usually recommend a free tool like Google Translate. Even as a native speaker, I use this tool to double check my own work.

    Free tools like Google Translate do a great job, but can be very time-consuming if a large amount of keywords or ad copy translation is needed. One of my favorite hacks in Google Sheets is using the Google Translate function. GoogleTranslate allows you to, in seconds, translate everything efficiently.

    Screen Shot 2021-07-22 at 12.36.20 PM

    I always suggest having a native Spanish speaker double check your work if possible because, like all languages, the meaning and words can vary greatly, depending where you are from. 

    I attended the Women in Search and Digital Marketing Speak My Language Conference and learned that the word we use in the United States for pants is not the same everywhere else. If you were to use that same word in the United Kingdom, you would instead be referring to underpants.If you are a clothing retailer in the United Kingdom, this is vital information. You could be bidding on a word with incorrect intent, missing out on all the good clicks by not using the proper term — trousers. That is just one example of the importance of using the correct verbiage in a multilingual country. Within the Spanish language, 20 countries are represented, and so a term as simple as bus may be completely different elsewhere, depending on your country of origin.

    Even if you do not have a Spanish coworker or friend to assist you, there are some noteworthy places to ask for help. Twitter and Reddit have large communities with people from all over the world to help translate or double check your work.

    Screen Shot 2021-07-22 at 12.38.44 PM

    Important Ad Copy Considerations

    Crafting the correct ad copy is important when reaching any audience, but crafting the perfect message in a language that may not be your own is a Herculean task. Thankfully, the Spanish speakers in the United States are an easy audience to work with. Though they are used to consuming their online media in English, the majority are at home speaking purely Spanish, or at least bilingually, with low expectations in regards to the quality of the online content. Fifty-two percent are using English browser settings, not as a preference, but because they have no other choice. 

    Screen Shot 2021-07-22 at 12.42.59 PM

    When viewing ads, 88% of Hispanics will pay attention regardless of language when it includes an aspect of their culture. Obviously, the best practice here is to translate your ads 100%, but I also believe it is ok to translate 50% or even to not translate at all. The goal we are trying to achieve here is to show searchers quality information the first time they try looking for it. In the SERP, it is ok to have an English ad pointing to a Spanish keyword, because you will most likely be one of the few trying to fight for that space and make it to the top. It is better to have a well-written English ad than a Spanish ad with mistakes.

    Screen Shot 2021-07-22 at 12.48.16 PM

    Mobile 

    Hispanics spend two more hours per week using their smartphones than all other demographics in the United States. Having a mobile plan is key to reach this audience. In fact, 68% of Hispanics who are searching on Google do it on a mobile device. Bidding higher on mobile, crafting mobile-specific ads, and creating Call-Only Campaigns could prove very successful as a bilingual mobile strategy.

    YouTube

    Advertising on YouTube is an essential part of reaching the Hispanic audience of the United States. Why? Because according to Neilsen, more Hispanics watch YouTube than any other cable network. When creating video content, we have good news — there is no need to translate these ads (which is a much more complex endeavor than text translation). Sixty percent of Hispanics watch content in English the majority of the time. Don’t forget to award yourself bonus points for including aspects of Hispanic culture to videos targeted to this audience!

    What I find is interesting is how 75% of Hispanics use YouTube to learn about new products and to make informed purchasing decisions.

    As you can see, Spanish PPC is a powerful way to connect with new users without having to break your formula or the bank. It also has another huge benefit — it opens the door to making searching online accessible for all. By simply translating or including elements of a different culture into keywords and ads, we are extending an open invitation for people to feel comfortable and catered to when searching online.

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  • What to expect from the security events – Cyber Security

    What to expect from the security events – Cyber Security

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    Key topics analysts anticipate for these security conferences include supply chain attacks, Microsoft Exchange vulnerabilities and the iPhone/Pegasus spyware incident.

    Abstract Malware Ransomware virus encrypted files with keypad on binary bit red background. Vector illustration cybercrime and cyber security concept.

    Image: iStockphoto/nicescene

    Following a string of major cyberattacks and proposed initiatives by the U.S. government to better thwart them, cybersecurity has never been so uppermost on the minds of organizations and individuals around the world. That’s why this week’s Black Hat and DEF CON conferences promise to run hot and heavy with a host of topics in the world of security. But what discussions should we expect at this year’s events? Here are some thoughts from a variety of analysts.

    First, how might Black Hat USA 2021 (held July 31 – Aug. 5) and DEF CON 29 (held Aug. 5 – 8) differ in their topics and slants? Both are joined at the hip because of their back-to-back schedules and slight distinctions, but there are some nuanced differences between the security conferences, according to 451 Research senior research analyst Daniel Kennedy. The events focus on information security, but Black Hat tends to adopt a more corporate slant.

    SEE: Security incident response policy (TechRepublic Premium)

    Looking at the lineup at DEF CON, Kennedy points to an expected slate of talks, such as ones on exploiting vulnerabilities in Windows and macOS/iOS, DNS issues, cryptography weaknesses and the compromising of security tools.

    “But even a conference that focuses on the practical implementation of security compromises is not immune from macro issues discussed in information security,” Kennedy said. “And so not surprisingly there are topics on the evolution of ransomware to the scale of threat it has posed in the last twenty four months, concerns around security in healthcare specifically, and the role and scope of critical infrastructure protection and nation-state or equivalent capable threats.”

    The government’s renewed attention on cybersecurity also seems reflected in the conference topics, Kennedy noted. The announcement of Secretary of Homeland Security Alejandro Mayorkas as a keynote speaker generated some controversy, though he had attended in 2015.

    Supply chain attacks are likely to be a key topic on the agenda, according to senior security researcher Boris Larin. These types of attacks don’t just target one specific party; rather, they try to target an entire string of dependent companies. Recent supply chain attacks such as the SolarWinds breach, the Microsoft Exchange hack and the Kaseya ransomware incident show how a single security vulnerability can be exploited to affect multiple organizations and users.

    Supply chain attacks are hard to detect and may infect hundreds, thousands or even millions of computers, Larin said. As such, these types of attacks are effective for cybercriminals who aim at a single supplier but gain access to the networks of all the customers and vendors who use its products.

    “Suppliers might also be weaker from a security point of view; it is just simpler to infect a supplier than the end target,” Larin added. “The result of such attacks could be very devastating if instead of performing espionage operations, attackers would launch a wiper or ransomware. The effectiveness and impact of supply chain attacks leads us to expect that more APT groups and cybercriminals will try to perform such attacks in the future.”

    The conferences are likely to pay attention to Exchange vulnerabilities, nation-state attacks, critical infrastructure and IoT and even jailbreaks of IOS 14, according to security researcher Victor Chebyshev.

    With nation-state attackers perhaps the most important theme, Chebyshev said he believes there will be a lot of discussion about Pegasus and the NSO Group. But the starting point for this topic will be such Black Hat presentations as “The Kitten that Charmed Me: The 9 Lives of a Nation State Attacker about ITG18” by IBM X-Force about the infamous Charming Kitten threat group.

    SEE: Checklist: Securing digital information (TechRepublic Premium)

    Another topic expected by Chebyshev will focus on ways that attackers may bypass certain security tools. Specifically, Endpoint Detection and Response (EDR) and Managed Detection and Response (MDR) are two promising security methods designed to find and deal with cyberthreats. The Black Hat presentation “Rope: Bypassing Behavioral Detection of Malware with Distributed ROP-Driven Execution” will cover the topic of bypassing these detection mechanisms based on behavior.

    Further, Chebyshev advises Black Hat attendees to check out “20+ Ways to Bypass Your macOS Privacy Mechanisms” and “Come to the Dark Side, We Have Apples: Turning macOS Management Evil” for details about attacks that target Macs.

    “What I see lacking is the reports on attacks on Apple’s macOS ecosystem,” Chebyshev said. “Yes, there are a few reports on the topic, but not that many, especially given the relevance of the platform.”

    Chris Steffen, research director at Enterprise Management Associates, expects a range of topics at Black Hat. 2020 was supposed to be the year people started to focus on IoT security, but the pandemic changed that; however, IoT security still needs to be a priority, and organizations want IoT security vendors to provide direction in this area.

    IT management tools is another topic that should garner attention.

    “With the recent ransomware attacks, there is a need to understand how these tools are being secured, evaluated, and reevaluated,” Steffen said. “It is something that the security industry has known for years, but it has taken high visibility attacks to finally get people (vendors, users, regulators) to pay attention to it.”

    Chris Clements, vice president of solutions architecture for Cerberus Sentinel, sees three topics that promise to pop up at the conferences: 1) The continuing ubiquity of ransomware; 2) Potential targets and defenses for supply chain attacks; and 3) Microsoft’s recent security struggles.

    For ransomware, Clements said he believes there will be a focus on new attack techniques as well as prevention and detection methods. In the realm of supply chain attacks, SolarWinds and Kaseya have shown us how many vendors have deep access into different networks. And as for Microsoft: “The recent ugly vulnerabilities in legacy Windows components like the print spooler have exposed that while the upcoming Windows 11 release may look slick and modern, Windows is a gigantic amalgamation of components with some code that’s old enough to drink in the US,” Clements said.

    Also see

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  • Building Brands On Magic Moments – Advertise

    Building Brands On Magic Moments – Advertise

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    Building Brands On Magic Moments

    The majority of today’s advertising is still based on push marketing tactics, especially price discounting to incent consumers to buy. Push marketing sometimes works to move products off the shelf in the short term, but push marketing is not a brand building strategy. Product ads and messages not tied to a cohesive brand story are simply doing product positioning, but not brand positioning, and since products come and go, over the long term it’s the brand story, its values and ideal experiences that compose the big ideas for positioning your company.

    Thus, it cheapens a brand by putting out the message of inventory overstock or sales desperation, thereby reducing the product to the status of a mere commodity wherein price is the meaningful differentiator. This may be motivating to some consumers, but it’s a terrible strategy for meaningful brand differentiation.

    Conversely, pull marketing is the strategy that creates a halo around your brand by enhancing your brand’s identity value. This works particularly well in high-interest, high involvement categories such as in the culture industries, all forms of personal technology, entertainment, clothing, beauty, fashion, auto, food, sports and fitness, beverage, dining, hospitality/tourism, health and wellness, and education.

    The Desire For Magic Moments

    People engaged in these high-interest categories want to experience magic moments as they make their way through life. The brand bridge challenge is to find ways to express and deliver on the emotions and identity facets that this audience wants to feel. But most of these emotional needs are latent and tacit, unspoken and largely unknown, until and unless they are thoughtfully researched and artfully uncovered.

    When you do discover them, you can show people how to live life more fully, which leaves people with a very different feeling than advertising intended to manipulate behavior by making them feel fearful or insecure. While playing upon insecurities has become a common strategy in advertising for a long time, which of these approaches do you see as a better long-term brand building strategy, appealing to insecurities, or invoking magic moments? Which approach is better at getting people’s short-term attention?

    These core ideas and others can be found in my latest book The Brand Bridge – How to Build a Profound Connection Between Your Company, Your Brand, and Your Customers.

    At The Blake Project we are helping clients from around the world, in all stages of development, redefine and articulate what makes them competitive at critical moments of change through online strategy workshops. Please email us for more about our brand storytelling and brand positioning workshops.

    Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

    FREE Publications And Resources For Marketers

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  • Increase Your ROI With Push & Pop – AffiliateMarketing

    Increase Your ROI With Push & Pop – AffiliateMarketing

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    Why RollerAds?

    RollerAds is a self-service, high-performance ad network with worldwide coverage and some powerful in-house optimization tools.

    With 10K+ direct publishers, 1.2B+ daily impressions and 2.5M daily clicks, RollerAds has some impressive stats.

    The ad network uses the CPC (cost-per-click) pricing model for push ads and CPM for Onclick, with a minimum click value of just $0.001 – although you may want to bid higher for best results, especially in Tier 1 Geos.

    In addition to Push, RollerAds offers the On-Click ad format. This is a Popunder ad format that you can choose from the advertiser panel when creating your campaigns.

    They also have some neat campaign and targeting tools to target your audience effectively, which we’ll look at in just a moment.

    Read on to find out more about how to use RollerAds to find untapped traffic sources, boost your ROI, and find highly engaged audiences for your offers from just $0.001 per click.

    Creating Your Account on RollerAds

    Go ahead and click the Sign Up button on the top navigation bar of the home page. This will take you to a form where you can register as an advertiser on RollerAds.

    Exclusive for Mobidea Academy readers: RollerAds Coupon – 15% Extra Balance

    rollerads sign up page

    Simply fill out the details, click the verification link sent to your email, and login to the platform.

    One of the cool things about RollerAds is that they’ve included a useful help video for new users. We recommend watching this to get an idea of how things work.

    This is only shown to new users who haven’t yet created a campaign, and will later be replaced by a summary of any campaigns you have created.

    You can also contact the support team via email, Skype, or Telegram if you need additional support.

    RollerAds Review: Dashboard

    One of the things I immediately liked about the interface is the clean layout. It’s very clear, direct, and noticeably void of any clutter that might otherwise confuse a new user.

    It’s easy to navigate and important data, such as your user profile and account balance, can be seen at a glance.

    rollerads dashboard

    You can manage your account using the left-hand sidebar menu.

    This is arranged as follows:

    Campaigns – This shows a list of any campaigns you have created, along with a summary of their performance.

    Create Campaign – Create campaigns using the On-Click or Push notification ad format.

    Reports – View detailed reports from your campaigns in real-time. You can group results by campaign and targeting options, and filter by zones, feeds, and more. Reports can be exported as a CSV file to use elsewhere.

    Tracking – RollerAds has decent tracking, along with the ability to test conversion tracking and easy integration with all major trackers.

    Finance – There are multiple ways to fund your account, including Credit Card, Wire Transfer, WebMoney, Paypal, Payoneer, and Bitcoin. The minimum deposit amount is just $50. You can also set up email balance notifications and auto-recharge from this tab.

    Profile – Use this to set your personal details and preferred messaging medium. Options include Skype, Telegram, WhatsApp, and Facebook.

    Creating Your First Campaign

    RollerAds keeps things simple by having all the campaign creation tools on one page. To set up your campaign just follow the steps as they appear on the page for targeting, ad placement and budgeting.

    There’s also a preview window so you can check progress and review the details prior to submission.

    creating a new campain on rollerads

    Here’s the complete list of targeting options:

    General – You can set your campaign name and target URL here. There’s some useful macros here too which are as follows:

    • {campaignId}
    • {creativeId}
    • {zoneId}
    • {feedId}
    • {clickId}
    • {cost}
    • {device}
    • {browser}
    • {browserVersion}
    • {os}
    • {osVersion}
    • {country}
    • {countryName}
    • {isp}
    • {carrier}
    • {connectionType}
    • {UserAgent}
    • {ageGroup}
    • {format}

    You don’t have to use them all, but it’s recommended that you start with {campaignId}, {zoneId}, and {clickId} to help identify which ad channels are most profitable for your offers.

    Keep in mind that macros on RollerAds are case-sensitive, so it’s important to use the token as it appears on the screen.

    If you want, you can choose to have only premium quality here but this will raise the cost of your bid.

    Countries and Bid – Choose which Geo you want to target along with the bid. You can use the suggested bid feature here or use the rates shown on the CPC rates tab of the main site. This tab gives you a bit more info, including the Country, ISO code, Impressions, Clicks, and average CPC rate for the day. You can select cities or regions to include or exclude from your ad. Bids can be adjusted later at the campaign optimization stage.

    Carriers – Target users by Mobile ISP (Carriers) and connection type (Dialup, Cable/DSL, Cellular)

    Creatives – Add your title, description, and image for your creative. You can also use macros in your creatives. Available macros for both title and description are {city}, {City}, {country}, {Country}. It’s possible to clone your creatives to make an A/B test. This option isn’t available for On-Click campaigns.

    creative example 1 creative example 2

    Subscription Age – This allows you to target by the freshness of the user. Options are from 0 to 60+ days. User freshness will have an effect on bids and conversions.

    Browser – Browsers, versions, and languages can be set here

    OS Targeting – Select platform (Mobile, Tablet, Desktop) and OS (Windows, MacOS, Android). It is not currently possible to target iOS users with Push notification ads.

    Day and Time Targeting – Choose the times you want your ads to be active in the local time of the end-user.

    IP Targeting – Include or exclude IPs.

    Capping – Set the frequency cap for users per creative, per hour.

    Campaign Budget – Set the daily and total budget for the campaign.

    Advanced Settings – Here you can include or exclude Feed IDs and Zones.

    If you are creating an On-Click campaign you will notice some minor differences in the setup. These include CPM bids (instead of CPC) and the ability to target iOS. There’s also no need for creatives or to select the subscription age with Pop ads.

    When you are done, check the preview window.

    rollerads campaign preview

    One feature we love about RollerAds is the CPA optimization tool. Turn this on before starting your campaign to have RollerAds automagically disable low converting zones to help you reach your CPA target.

    rollerads cpa optimization tool

    Once you are happy with the settings, tick the quality guidelines checkbox and start your campaign.

    If you now check the campaign tab from earlier again you will see your live campaign. From here you can see the daily counters, including impressions, clicks, and conversions, CTR, CPA, eCPC, eCPM, and Cost. You can also clone, stop, start or archive your campaigns from the campaign tab.

    Simply click the campaign settings to make any changes to your ads. This is particularly useful for testing different options, such as desktop and mobile targeting.

    Clicking the stats icon will take you to the reporting page for the campaign ID.

    Campaigns Tracking With RollerAds

    RollerAds adds some neat tracking options to the platform that can be used with the S2S conversion tracking postback URL.

    This URL can be used with your tracker to give you more insights about your ads.

    This makes it easy to see which zones are performing best for your offers.

    You can then copy the ZoneID and exclude or include it from your campaign.

    Here’s an example of how a postback URL would look in Voluum (Read our Voluum review):

    Campaign link:

    https://youroffer.com/click.php?campaign_id={campaignId}&zone_id={zoneId}&externalid={clickId}

    Actual postback URL:

    https://eu.rollerads.com/conversion/{externalid}/aid/1066/0f0d5f3801623bb4

    Make sure to use your personal account when you are creating your tracking link.

    There’s also a convenient button to test the conversion tracking that you can use before activating your campaign.

    Once you see the notification message, “Conversion is registered” in the Conversion Tracking page, you’re good to go!

    Get in touch with the support team if you need any help with setting up conversion tracking.

    What Verticals Can You Run With RollerAds?

    There’s a bunch of verticals that work well with the Push and On-Click ad format.

    These include:

    • Sweepstakes
    • Finance
    • Dating
    • Software
    • Forex
    • Insurance
    • Loans
    • Crypto
    • eCommerce
    • Betting
    • Gambling
    • Nutra
    • Utilities
    • Extensions
    • Utilities
    • Push Subscriptions
    • PinSubmit
    • Media
    • Cinema & TV

    Let’s take sweepstakes as an example of how you can use RollerAds to make bank. These offers are easy to find, simple to set up, and have crazy high conversions.

    First, choose your offer and set up your campaign as shown in the first part of this article. We recommend signing up as a Mobidea affiliate and trying out some trending sweepstake offers.

    Next, create a pre-lander for your offer. This can be a quiz, spin-the-wheel, questionnaire, gift box, or similar, which work well with ‘Win an iPhone’ type offers.

    Finally, optimize your campaign by seeing which targeting options, zones, and creatives gave you the most conversions. You can see this from the reporting tab and your tracker. Adjust your bids and try different headlines and images for your creatives and landers at this stage to increase your ROI.

    Tip: Emojis can be fire when it comes to increasing user engagement with your creatives/pre-landers!

    Wrapping Up

    When it comes to Push and Pop ads, RollerAds is the real deal.

    The slick interface and campaign targeting options are backed up with impressive real-world stats that make RollerAds the perfect ad network for CPA affiliates.

    The in-house ad-tech used by the RollerAds helps protect against fraud and the results you can get from the platform speak for themselves.

    You’ll find everything from the campaign creation to tracking and the optimization process flows well, and no stone is left unturned!

    That said, if you do have any suggestions or need help with your ads, the support team is available to chat.

    Bonus for Mobidea readers: Once you create your account, speak to your account manager and mention the promo code MobideaRoller15 to get an extra 15% bonus on the first deposit! This bonus is only available for new advertisers.

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  • What Is Logistic Regression? Learn When to Use It – Business

    What Is Logistic Regression? Learn When to Use It – Business

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    Life is full of tough binary choices.

    Should I have that slice of pizza or not? Should I carry an umbrella or not?

    While some decisions can be rightly made by weighing the pros and cons – for example, it’s better not to eat a slice of pizza as it contains extra calories – some decisions may not be that easy.

    For instance, you can never be fully sure whether or not it’ll rain on a specific day. So the decision of whether or not to carry an umbrella is a tough one to make.

    To make the right choice, one requires predictive capabilities. This ability is highly lucrative and has numerous real-world applications, especially in computers. Computers love binary decisions. After all, they speak in binary code.

    Machine learning algorithms, more precisely the logistic regression algorithm, can help predict the likelihood of events by looking at historical data points. For example, it can predict whether an individual will win the election or whether it’ll rain today.

    If you’re wondering what regression analysis is, it’s a type of predictive modeling technique used to find the relationship between a dependent variable and one or more independent variables.

    An example of independent variables is the time spent studying and the time spent on Instagram. In this case, grades will be the dependent variable. This is because both the “time spent studying” and the “time spent on Instagram” would influence the grades; one positively and the other negatively.

    Logistic regression is a classification algorithm that predicts a binary outcome based on a series of independent variables. In the above example, this would mean predicting whether you would pass or fail a class. Of course, logistic regression can also be used to solve regression problems, but it’s mainly used for classification problems.

    Another example would be predicting whether a student will be accepted into a university. For that, multiple factors such as the SAT score, student’s grade point average, and the number of extracurricular activities will be considered. Using historical data about previous outcomes, the logistic regression algorithm will sort students into “accept” or “reject” categories.

    Logistic regression is also referred to as binomial logistic regression or binary logistic regression. If there are more than two classes of the response variable, it’s called multinomial logistic regression. Unsurprisingly, logistic regression was borrowed from statistics and is one of the most common binary classification algorithms in machine learning and data science.

    Did you know? An artificial neural network (ANN) representation can be seen as stacking together a large number of logistic regression classifiers.

    Logistic regression works by measuring the relationship between the dependent variable (what we want to predict) and one or more independent variables (the features). It does this by estimating the probabilities with the help of its underlying logistic function.

    Key terms in logistic regression

    Understanding the terminology is crucial to properly decipher the results of logistic regression. Knowing what specific terms mean will help you learn quickly if you’re new to statistics or machine learning.

    The following are some of the common terms used in regression analysis:

    • Variable: Any number, characteristic, or quantity that can be measured or counted. Age, speed, gender, and income are examples.
    • Coefficient: A number, usually an integer, multiplied by the variable that it accompanies. For example, in 12y, the number 12 is the coefficient.
    • EXP: Short form of exponential.
    • Outliers: Data points that significantly differ from the rest.
    • Estimator: An algorithm or formula that generates estimates of parameters.
    • Chi-squared test: Also called the chi-square test, it’s a hypothesis testing method to check whether the data is as expected.
    • Standard error: The approximate standard deviation of a statistical sample population.
    • Regularization: A method used for reducing the error and overfitting by fitting a function (appropriately) on the training data set.
    • Multicollinearity: Occurrence of intercorrelations between two or more independent variables.
    • Goodness of fit: Description of how well a statistical model fits a set of observations.
    • Odds ratio: Measure of the strength of association between two events.
    • Log-likelihood functions: Evaluates a statistical model’s goodness of fit.
    • Hosmer–Lemeshow test: A test that assesses whether the observed event rates match the expected event rates.

    What is a logistic function?

    Logistic regression is named after the function used at its heart, the logistic function. Statisticians initially used it to describe the properties of population growth. Sigmoid function and logit function are some variations of the logistic function. Logit function is the inverse of the standard logistic function.

    logistic function

    In effect, it’s an S-shaped curve capable of taking any real number and mapping it into a value between 0 and 1, but never precisely at those limits. It’s represented by the equation:

    f(x) = L / 1 + e^-k(x – x0)

    In this equation:

    • f(X) is the output of the function
    • L is the curve’s maximum value
    • e is the base of the natural logarithms
    • k is the steepness of the curve
    • x is the real number
    • x0 is the x values of the sigmoid midpoint

    If the predicted value is a considerable negative value, it’s considered close to zero. On the other hand, if the predicted value is a significant positive value, it’s considered close to one.

    Logistic regression is represented similar to how linear regression is defined using the equation of a straight line. A notable difference from linear regression is that the output will be a binary value (0 or 1) rather than a numerical value.

    Here’s an example of a logistic regression equation:

    y = e^(b0 + b1*x) / (1 + e^(b0 + b1*x))

    In this equation:

    • y is the predicted value (or the output)
    • b0 is the bias (or the intercept term)
    • b1 is the coefficient for the input
    • x is the predictor variable (or the input)

    The dependent variable generally follows the Bernoulli distribution. The values of the coefficients are estimated using maximum likelihood estimation (MLE),  gradient descent, and stochastic gradient descent.

    As with other classification algorithms like the k-nearest neighbors, a confusion matrix is used to evaluate the accuracy of the logistic regression algorithm.

    Did you know? Logistic regression is a part of a larger family of generalized linear models (GLMs).

    Just like evaluating the performance of a classifier, it’s equally important to know why the model classified an observation in a particular way. In other words, we need the classifier’s decision to be interpretable.

    Although interpretability isn’t easy to define, its primary intent is that humans should know why an algorithm made a particular decision. In the case of logistic regression, it can be combined with statistical tests like the Wald test or the likelihood ratio test for interpretability.

    When to use logistic regression

    Logistic regression is applied to predict the categorical dependent variable. In other words, it’s used when the prediction is categorical, for example, yes or no, true or false, 0 or 1. The predicted probability or output of logistic regression can be either one of them, and there’s no middle ground.

    In the case of predictor variables, they can be part of any of the following categories:

    • Continuous data: Data that can be measured on an infinite scale. It can take any value between two numbers. Examples are weight in pounds or temperature in Fahrenheit.
    • Discrete, nominal data: Data that fits into named categories. A quick example is hair color: blond,  black, or brown.
    • Discrete, ordinal data: Data that fits into some form of order on a scale. An example is telling how satisfied you’re with a product or service on a scale of one to five.

    Logistic regression analysis is valuable for predicting the likelihood of an event. It helps determine the probabilities between any two classes.

    In a nutshell, by looking at historical data, logistic regression can predict whether:

    • An email is a spam
    • It’ll rain today
    • A tumor is fatal
    • An individual will purchase a car
    • An online transaction is fraudulent
    • A contestant will win an election
    • A group of users will buy a product
    • An insurance policyholder will expire before the policy term expires
    • A promotional email receiver is a responder or non-responder

    In essence, logistic regression helps solve probability and classification problems. In other words, you can expect only classification and probability outcomes from logistic regression.

    For example, it can be used to determine the probability of something being “true or false” and also for deciding between two outcomes like “yes or no”.

    A logistic regression model can also help classify data for extract, transform, and load (ETL) operations. Logistic regression shouldn’t be used if the number of observations is less than the number of features. Otherwise, it may lead to overfitting.

    Linear regression vs. logistic regression

    While logistic regression predicts the categorical variable for one or more independent variables, linear regression predicts the continuous variable. In other words, logistic regression provides a constant output, whereas linear regression offers a continuous output.

    Since the outcome is continuous in linear regression, there are infinite possible values for the outcome. But for logistic regression, the number of possible outcome values is limited.

    In linear regression, the dependent and independent variables should be linearly related. In the case of logistic regression, the independent variables should be linearly related to the log odds (log (p/(1-p)).

    Tip: Logistic regression can be implemented in any programming language used for data analysis, such as R, Python, Java, and MATLAB.

    While linear regression is estimated using the ordinary least squares method, logistic regression is estimated using the maximum likelihood estimation approach.

    Both logistic and linear regression are supervised machine learning algorithms and the two main types of regression analysis. While logistic regression is used to solve classification problems, linear regression is primarily used for regression problems.

    Going back to the example of time spent studying, linear regression and logistic regression can predict different things. Logistic regression can help predict whether the student passed an exam or not. In contrast, linear regression can predict the student’s score.

    Logistic regression assumptions

    While using logistic regression, we make a few assumptions. Assumptions are integral to correctly use logistic regression for making predictions and solving classification problems.

    The following are the main assumptions of logistic regression:

    • There is little to no multicollinearity between the independent variables.
    • The independent variables are linearly related to the log odds (log (p/(1-p)).
    • The dependent variable is dichotomous or binary; it fits into two distinct categories. This applies to only binary logistic regression, which is discussed later.
    • There are no non-meaningful variables as they might lead to errors.
    • The data sample sizes are larger, which is integral for better results.
    • There are no outliers.

    Types of logistic regression

    Logistic regression can be divided into different types based on the number of outcomes or categories of the dependent variable.

    When we think of logistic regression, we most probably think of binary logistic regression. In most parts of this article, when we referred to logistic regression, we were referring to binary logistic regression.

    The following are the three main types of logistic regression.

    Binary logistic regression

    Binary logistic regression is a statistical method used to predict the relationship between a dependent variable and an independent variable. In this method, the dependent variable is a binary variable, meaning it can take only two values (yes or no, true or false, success or failure, 0 or 1).

    A simple example of binary logistic regression is determining whether an email is spam or not.

    Multinomial logistic regression

    Multinomial logistic regression is an extension of binary logistic regression. It allows more than two categories of the outcome or dependent variable. 

    It’s similar to binary logistic regression but can have more than two possible outcomes. This means that the outcome variable can have three or more possible unordered types –  types having no quantitative significance. For example, the dependent variable may represent “Type A,” “Type B,” or “Type C”.

    Similar to binary logistic regression, multinomial logistic regression also uses maximum likelihood estimation to determine the probability. 

    For example, multinomial logistic regression can be used to study the relationship between one’s education and occupational choices. Here, the occupational choices will be the dependent variable which consists of categories of different occupations.

    Ordinal logistic regression

    Ordinal logistic regression, also known as ordinal regression, is another extension of binary logistic regression. It’s used to predict the dependent variable with three or more possible ordered types – types having quantitative significance. For example, the dependent variable may represent “Strongly Disagree,” “Disagree,” “Agree,” or “Strongly Agree”.

    It can be used to determine job performance (poor, average, or excellent) and job satisfaction (dissatisfied, satisfied, or highly satisfied).

    Advantages and disadvantages of logistic regression

    Many of the advantages and disadvantages of the logistic regression model apply to the linear regression model. One of the most significant advantages of the logistic regression model is that it doesn’t just classify but also gives probabilities.

    The following are some of the advantages of the logistic regression algorithm.

    • Simple to understand, easy to implement, and efficient to train
    • Performs well when the dataset is linearly separable
    • Good accuracy for smaller datasets
    • Doesn’t make any assumptions about the distribution of classes
    • It offers the direction of association (positive or negative)
    • Useful to find relationships between features
    • Provides well-calibrated probabilities
    • Less prone to overfitting in low dimensional datasets
    • Can be extended to multi-class classification

    However, there are numerous disadvantages to logistic regression. If there’s a feature that would separate two classes perfectly, then the model can’t be trained anymore. This is called complete separation.

    This happens mainly because the weight for that feature wouldn’t converge as the optimal weight would be infinite. However, in most cases, complete separation can be solved by defining a prior probability distribution of weights or introducing penalization of the weights.

    The following are some of the disadvantages of the logistic regression algorithm:

    • Constructs linear boundaries
    • Can lead to overfitting if the number of features is more than the number of observations
    • Predictors should have average or no multicollinearity
    • Challenging to obtain complex relationships. Algorithms like neural networks are more suitable and powerful
    • Can be used only to predict discrete functions
    • Can’t solve non-linear problems
    • Sensitive to outliers

    When life gives you options, think logistic regression

    Many might argue that humans don’t live in a binary world, unlike computers. Of course, if you’re given a slice of pizza and a hamburger, you can take a bite of both without having to choose just one. But if you take a closer look at it, a binary decision is engraved on (literally) everything. You can either choose to eat or not eat a pizza; there’s no middle ground.

    Evaluating the performance of a predictive model can be tricky if there’s a limited amount of data. For this, you can use a technique called cross-validation, which involves partitioning the available data into a training set and a test set.

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  • Lessons from deadly flooding; Definition of ‘carbon neutrality’; UK-China nuclear tensions – Clean Energy

    Lessons from deadly flooding; Definition of ‘carbon neutrality’; UK-China nuclear tensions – Clean Energy

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    Welcome to Carbon Brief’s China weekly digest. 
    We handpick and explain the most important climate and energy stories from China over the past seven days.

    This is an online version of Carbon Brief’s weekly China Briefing email newsletter. Subscribe for free here.

    Snapshot

    Devastating floods triggered by “record-breaking” rainfall have so far killed at least 99 people and affected more than 13.9 million in central China’s Henan province, according to state media. The disaster – which came hard on the heels of floods in Germany and heatwave in North America – has sparked discussion worldwide. An expert has told Carbon Brief that global warming has exacerbated extreme weather events, “in particular, heavy rainfall and flooding”. 

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    Separately, China’s climate envoy has said that the country’s goal of achieving “carbon neutrality” before 2060 refers to the neutralisation of “all greenhouse gases” (GHG), not just carbon dioxide (CO2), local media reported. Carbon Brief understands that this is the first time a Chinese official has publically clarified the scope of the nation’s climate pledge, which was announced by President Xi Jinping last September. 

    Elsewhere, two stories involving China General Nuclear Power Corporation (CGN), China’s largest state-owned nuclear company, have attracted widespread attention. The Financial Times reported on Monday that the UK government was considering “remov[ing]” the firm from “all future power projects in the UK” following “chilling in relations” between London and Beijing in recent years. The report triggered a wave of media discussion and further political reactions. It came after CGN’s French partner last week indirectly hinted that CGN should consider closing their jointly owned nuclear plant in China amid an investigation.

    Key developments

    Deadly Henan flooding sparks global discussion of climate change

    WHAT: The rainstorm-induced floods that battered central China’s Henan province last week have dominated the headlines globally. The latest official statistics show that at least 99 people have died as of today and nearly 1.5 million people have been displaced since last week – with 930,300 people still in emergency shelters. The flooding has affected more than 13.9 million residents from 1,616 towns and drenched around one million hectares of farmland, roughly the size of Iceland. Some 198,200 hectares of crops were destroyed completely. The estimation of direct economic loss is more than 90bn yuan (£10bn), a local official said at a press conference. The central government has sent 3bn yuan (£333m) of emergency funds to the province to help with its rebuilding.

    WHERE: Torrential rain hit cities and towns across Henan from the middle of this month with its capital, Zhengzhou, being the worst affected, according to the Global Times, a state-run newspaper. National Business Daily said that the extreme weather event – which has been described as happening “once in a thousand years” – saw a year’s worth of rain falling onto Zhengzhou between 17-20 July, triggering severe flooding. Images and video footage showed passengers stuck in an inundated subway carriage, cars submerged in water and a woman saved from raging floods. State broadcaster CCTV said that at least 14 people lost their lives in the subway and six people died in an expressway tunnel in Zhengzhou.

    MEDIA REACTION: The disaster – which struck the third most populous province in China – has stirred up discussion about its link to climate change in various media outlets. Hong Kong-based South China Morning Post said that extreme weather, including Zhengzhou’s flooding, “puts climate change in focus”; while the Los Angeles Times reported that Chinese officials were busy controlling the narrative of the floods, “not on climate change”. Furthermore, the Guardian wrote that some Chinese media outlets and citizens had begun discussing the “role of climate crisis” in the deadly floods. The New York Times analysed how a “climate crisis” is turning subways around the world – including Zhengzhou’s underground transport system, which is not even eight years old – into “flood zones”. In comparison, reports from China’s state media have been less direct. An article syndicated by state newswire Xinhua associated several recent events, such as the North American heatwave and German flooding, with global warming. But it stopped short of saying that the Henan flooding was among those extreme weather events. Jia Xiaolong, deputy director of the National Climate Centre, told China News Service, another state-run newswire, that the flooding is the “direct result” of an “anomalous synergy” of East Asian atmospheric circulation. Jia described the event – alongside the flooding in western Europe – as the “representations of the extreme heavy precipitation events”. He said those events are caused by an unstable climate system “worsened” by global warming.

    HOW: Wu Changhua, a climate policy specialist and vice chair of the governing council the of Asia Pacific Water Forum, tells Carbon Brief that a consensus has emerged that the intensifying climate change is “causing rising frequency, intensity, severity and prolonged durations of extreme weather events – in particular, heavy rainfall and flooding – and excessive heatwaves and drought”. She adds: “The trickiest part of climate change is its dramatic disruption of the planet’s water cycle…When [the] temperature rises, the air holds more water vapour…Generally speaking, for 1C of warming, the air holds 7% more water vapour and extreme weather events rise twofold.”

    WHY IT MATTERS: One aspect of the flooding that has drawn much attention is the fact that Zhengzhou – home to 12.6 million people – is a modern city with recently built facilities. The South China Morning Post said that two of Zhengzhou’s “smart city” projects – one for flood management and another for tunnel safety – have been singled out for criticism. According to People’s Daily, the official newspaper of China’s Communist Party, the city has spent more than 50bn yuan (£5.6bn) turning itself into a so-called “sponge city”. An expert told the outlet that a “sponge city” is designed to absorb, store and filter rainwater before purifying and recycling it. The method is branded as a “new kind of rain management system” that is “flexible” to tackle extreme weather events. But the expert also admitted that a “sponge city” would not be capable of handling the amount of rain that landed on Zhengzhou this time. Wu tells Carbon Brief that the flooding has shown that Zhengzhou’s emergency response system to extreme weather events “did not fully function” and the design of its urban infrastructure “lacks adequate resilience consideration”. Wu says that, although Zhengzhou is a “role model” for being a “sponge city”, “such design’s meteorological modelling is based on historical data”. “An obvious change needed is to look into the future climate change-related extreme weather patterns when designing sponge cities,” she adds.

    China’s 2060 ‘carbon neutrality’ goal covers ‘all greenhouse gases’

    WHAT: Xie Zhenhua, China’s special envoy for climate change, has said that the country aims to neutralise “all GHGs” before 2060. He noted that China intends to achieve the neutrality of “the emissions of greenhouse gases in all economic sectors, not just CO2”. He specified that China would include non-CO2 GHGs, such as methane and hydrofluorocarbons (HFCs). On peaking carbon emissions, the official said China’s objective is to reach its peak emissions of CO2 – not GHGs – by 2030. Xie’s quotes were reported by the 21st Century Business Herald, which is affiliated with the state-owned Southern Newspaper Media Group. Multiple experts have told Carbon Brief that this is the first time a Chinese official has clarified the scope of its 2060 “carbon neutrality” target to the public.

    WHERE: Xie issued the remarks in Beijing during a speech at a finance-management summit on Saturday. His lengthy address touched upon other issues, including the formulation of China’s climate policy framework and the cost of hitting the country’s climate goals. [See details below in “Other News”.] Wang Jun, an emissions policy analyst and commentator, said in a social media post that Xie’s statement on “carbon neutrality” might seem “unnoticeable”, but it confirmed the government’s determination to curb the emissions of “more than 2bn tonnes of non-CO2 gases in China”. Wang tells Carbon Brief that Xie’s words may also “dispel the doubts of various countries” about China’s climate pledges and promote the development of “relevant industries”.

    WHO: Xie, a 71-year-old veteran climate negotiator, was appointed to his current role by China’s central government in February, according to the Ministry of Ecology and Environment (MEE). Liu Youbin, a spokesperson for the MEE, said Xie’s appointment showed that China “pays close attention” to climate change and “is committed to” strengthening the communication and cooperation with international parties to address the issue. Xie headed China’s UNFCCC climate delegation from 2007 to 2018 and served as the country’s chief negotiator during key climate meetings in Copenhagen and Paris, according to Reuters. In April, Xie met with his US counterpart, John Kerry, in Shanghai. China and the US subsequently released a joint statement pledging cooperation on tackling climate change.

    HOW: Xie’s remarks on Saturday were “very important”, says Dr Mi Zhifu from the Bartlett School of Sustainable Construction of the University College London. Mi tells Carbon Brief that Xie’s words mark an “enhancement” of China’s emission-reduction targets and signify that the curbing of non-CO2 gases is now a “mandatory objective”. Mi adds: “Before this announcement, people generally thought that China’s ‘carbon neutrality’ target only covered CO2 as China had been using CO2 as the benchmark in its climate goals.” Mi notes that Xie’s speech is “surprising yet expected”, but he says that “China has been focusing on controlling the emissions of non-CO2 gases.” He adds that China formally accepted the Kigali Amendment to the Montreal Protocol in June to phase down its HFCs.

    WHY IT MATTERS: “From the global perspective, this news brought the world one step closer to achieving the Paris Agreement goals as China intends to take even more rigorous action than previously believed,” Dr Dai Fan, director of California-China Climate Institute, tells Carbon Brief. She says, therefore, Xie’s clarification of them being included in the government’s 2060 goal makes the objective “more ambitious and notable”. Dai adds: “It would imply a strategy that includes more negative emissions technologies such as carbon capture and storage or direct air capture…to decarbonise [difficult] sectors like the industrial sector.” She says that Xie’s speech, however, is “not surprising” as reducing non-CO2 emissions was highlighted as one area of cooperation between the US and China in their joint statement.

    Other news

    NUCLEAR: The UK government is “exploring ways” to “remove” China’s state-owned CGN from “all future power projects in the UK”, reported the Financial Times, citing “people close to the discussions”. The publication said the move followed “the chilling in relations between London and Beijing in recent years”. The story ignited rounds of media coverage, including articles by Bloomberg, the Independent and the Daily Telegraph. Yesterday, the Times wrote that the UK government was “facing fresh calls” to review CGN’s involvement in the construction of the £23bn Hinkley Point C nuclear plant in Somerset. [Read this Daily Briefing for more.] The news came after Électricité de France (EDF), a largely state-owned French power company, said last Thursday that it would “shut down” a nuclear reactor it co-operates with CGN in China “if the facility were in France”, reported the Financial Times. The facility in question, the Taishan nuclear power plant, is under investigation over potential fuel rod damage. [Read this China Briefing for more details.] 

    ENVIRONMENTAL INSPECTION: A Chinese environment official has warned of “very serious” consequences if “dual-high” projects – those with “high” energy consumption and “high” emissions – are allowed to “develop blindly”, Beijing Youth Daily reported. Xu Bijiu made the remarks during a press conference on Monday while giving updates on the latest round of top-level environmental inspection. The Central Ecological and Environmental Inspection team (CEEIT) had probed eight provinces earlier this year and the feedback process was completed between 14 July and 20 July, state-run People’s Daily reported. Hongqiao Liu, Carbon Brief’s China specialist, has explained the importance of this round of inspection in this Twitter thread.

    CARBON PLAN: Xie Zhenhua has said that China will “gradually release” a “top-level design plan” for its climate goals. China News Service, a state news agency, reported Xie’s remarks on Saturday. “We are confident to fulfil the announced goals 100%,” Xie was quoted saying. According to the outlet, Xie noted that China’s climate “leaders group” was leading the formulation of a timetable and roadmap to help the nation reach peak carbon emissions before 2030 and achieve carbon neutrality before 2060. He added that China had pledged to drop its carbon emissions from the maximum level to zero in the space of 30 years, while the same process would take the EU 60 years and the US 45 years, the newswire wrote. 

    PRESIDENT XI: China’s President Xi urged officials in Tibet to protect the local environment “well” during his first official visit to the autonomous region, CCTV reported. Xi described the task as an action that could benefit “a thousand autumns” and nourish all beings “under the heavens”, according to the official channel. Among other things, Xi instructed local officials to “improve the governance level on ecological and environmental matters” and “promote the protection of the biodiversity of the Tibetan Plateau”. Xi also directed the officials to “work hard to build” a modernised society where humanity and nature coexist “harmoniously” – the epitome of his ecological civilisation theory.

    COAL FINANCE: China did not finance any coal projects via its Belt and Road Initiative (BRI) in the first half of 2021, reported Bloomberg, citing new analysis. According to the outlet, this is “the first time” that BRI – a global infrastructure development strategy – has not invested in coal projects since its launch in 2013. The findings were released on Tuesday by the Beijing-based International Institute of Green Finance. Christoph Nedopil, director of the institute, told Bloomberg that he and his team expected even fewer opportunities for coal projects in the BRI in the future. Earlier this month, China Briefing reported on a policy brief, which found that only 13% of the total finance for overseas coal-fired power plants worldwide comes from Chinese public or private funding.

    CARBON EMISSIONS: The Ministry of Ecology and Environment has said that it was rolling out a “pilot programme” for assessing CO2 emissions in various provincial-level regions, Reuters reported. According to the official instruction released on Tuesday, the scheme aims to evaluate new projects in “key industries” in the selected regions. The goal is to “basically establish a working mechanism” for assessing the environmental impact by carbon emissions by the end of 2021, the document says. It adds that the programme also intends to “basically understand” those new projects’ carbon emissions levels and emission-reducing “potential” by the end of next June to cut pollution and emissions “from the source”.

    ETS: China’s carbon market has seen more than 5.8m tonnes of carbon emission allocations bought and sold through the national emission trading scheme (ETS) since its launch earlier this month, reported Securities Daily. The figure covered the accumulated transactions of the national ETS in the space of nine days, from 16 July when trading began up until yesterday, the outlet said. The cumulative turnover is 293m yuan (£32.5m), it added. An analyst told the publication that the “issuance of carbon emission allowances has not yet been completed” and that some companies “are still getting accustomed to the trading rules”. Another analyst said that China’s carbon price “is low at the moment” but has “relatively big room for increase”. Carbon Brief’s in-depth Q&A has explained how the national ETS could help China tackle climate change.

    Extra reading

    New science

    The first global carbon dioxide flux map derived from TanSat measurements
    Advances in Atmospheric Sciences

    A new study has presented the first global carbon flux map and dataset with the help of the Chinese Global Carbon Dioxide Monitoring Scientific Experimental Satellite (TanSat). Launched in 2016, TanSat is China’s first scientific experimental satellite for monitoring the global atmospheric CO2 content. The researchers produced the map and dataset using observations collected by TanSat from May 2017 to April 2018 on how carbon mixes with dry air. Dr Yang Dongxu, a co-author, tells Carbon Brief: “Climate change is becoming a risk to the human community with a shared future, and to be net-zero, we have got to understand the present status of emissions, such as the reduction rate and effect of climate change mitigation.”

    Hazard assessment for typhoon-Induced coastal flooding and inundation in Shanghai, China
    JGR Oceans

    New research has found that the mainland of Shanghai is “well protected” by high-standard seawalls and remains “relatively safe” from coastal flooding under the current climate. However, the megacity – situated on China’s eastern coast and home to more than 22 million people – is expected to be “increasingly at risk” due to future sea level rise, according to the study. By evaluating more than 5,000 model simulations of storms, the researchers also identified three “worst-case” scenarios of storms that would generate “unprecedentedly high flood levels” in Shanghai. Prof Yin Jie from East China Normal University and the lead author of the paper, tells Carbon Brief that one of them is similar to Typhoon In-Fa, which landed near Shanghai twice over the weekend. Prof Yin adds that it is “essential” to conduct “such detailed studies” elsewhere for developing sustainable flood resilience plans.

    Quantifying stranded assets of the coal-fired power in China under the Paris Agreement target
    Climate Policy

    A new study has shown that China will incur a “sizeable yet manageable” stranded asset loss of $55bn (£39bn) from 2020 to 2045 if its coal capacity stabilises between 2020 and 2030. However, a continued increase of coal-fired capacity – of another 200-400 gigawatts – would “significantly enlarge” the loss by “2.7 to 7.2 times”, according to the study. The researchers outlined the pathway of China’s coal-fired power capacity under a global 2C warming scenario before identifying those stranded coal-fired power plants with a “bottom-up” perspective. Prof Yuan Jiahai from North China Electric Power University, a co-author of the paper, tells Carbon Brief: “If new coal power plants continue to be installed, the risk and loss of stranded high-carbon assets will grow exponentially.” But Chinese policymakers also face “no viable solution” to ensure resource adequacy without adding new coal power due to a “strong demand growth” in the next five years, Prof Yuan says. Therefore, decision-makers must balance between power supply security and low-carbon transition for future coal capacity, he adds.

    Please email any feedback or tips to [email protected]



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  • Best Fashion & Retail Marketing Agencies in the UK with Great Case Studies – Digital Marketing

    Best Fashion & Retail Marketing Agencies in the UK with Great Case Studies – Digital Marketing

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    Fashion & retail marketing agencies can help you meet your needs in creating a winning strategy. They will make new potential customers notice your brand at scale. Therefore, you should know the best fashion & retail marketing agencies in the UK with great case studies. These agencies are providing the greatest services.

    As you know, the fashion industry is in a world of competition between brands. In this world, you need to have all the necessary tools to ensure the survival and development of your brand. With the best fashion & retail marketing agencies, you can become a reliable and successful brand. And they can create effective strategies that increase loyalty, attract and retain your customers.

    Fashion & retail marketing agencies

    All of the agencies we will offer you have the potential to make you stand out from the competition using proven techniques and data-based strategies. Firstly, thanks to the greatest approaches, they can accelerate your sales. Their teams will increase your turnover with the best fashion & retail marketing agents.

    Working with agencies serving in your industry also greatly contributes to providing transparency and trust in your interactions with customers. You can save time and money by incorporating the useful tactics these agencies will provide. And you can also contribute much more from all these services.

    Here, we have listed the best fashion & retail agencies in the UK with great case studies:

    • Digital Media Team
    • CEEK Marketing
    • Outible
    • Pixated
    • Croud
    • KOTA
    • Digital Uncut
    • Impression
    • Digital Cake
    • Distinction
    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Digital Media Team is a digital media agency specializing in paid advertising for companies. They are experts in

    • generating exposure,
    • driving revenue, and
    • growing e-commerce brands, with several years of experience in the digital industry, both in-house and on the agency side. 

    As the only Premium Facebook Business Partner outside of the capital, they offer outstanding services without the London price tag. Their partnership with Facebook ranks in the top 5% of digital marketing agencies worldwide.

    They have a wide range of services such as email marketing, paid social, design, PPC & Google ads, Shopify websites, amazon marketing services, and more. From your website through to your paid social, their range of digital marketing services maps out every step of your brand’s journey. They will surely match you with the services that meet your business goals, helping you grow and scale your brand to new heights.

    Fashion & retail marketing agenciesFashion & retail marketing agencies

    CEEK Marketing is a digital marketing and social media consulting agency based in London. Their unique marketing methodologies ensure your business is seen by target customers online and via social media.

    Their team of marketing experts has a great passion for digital marketing. They make great partnerships with you to get stronger on social media using other marketing channels such as

    • search engine optimization,
    • influencer marketing, and
    • paid to target campaigns.

    With its expertise in unique approaches, amplifying brand awareness, increasing revenue, leveraging technology, CEEK Marketing offers you many excellent services such as content creation, web development, search engine marketing, paid targeting, inbound marketing, video production, digital PR, and more.

    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Outible is a professional digital agency based in Liverpool, UK. Its team of passionate experts works together to develop and support enterprise-level software. There is no doubt that their works are cleaner, valuable, maintainable and future-proof, and also less intrusive.

    They have all of the jobs required for a complete software development process. Their development staff has a diverse range of capabilities and is knowledgeable in a variety of programming languages and development tools.

    Focusing solely on your business needs, they discuss solutions freely, always provide transparent, and honest timetables, and follow up on a frequent basis. Moreover, they stay positive and realistic to deliver outstanding services like

    • website development,
    • app development,
    • SaaS solutions,
    • search engine optimization,
    • project management,
    • UX design,
    • content creation,
    • enterprise-level support, and more to all of their clients.
    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Pixated is one of the best fashion & retail marketing agencies in the UK. It is a performance marketing and web design agency. Likewise, the team has a proven track record for scaling up some of the most exciting brands.

    Above all, its talented and experienced team of experts is specialized in crafting high-converting campaigns geared towards generating the best ROI for ambitious brands around the world. They have all the experience and industry-leading knowledge required to transform your online performance into a brand to be proud of.

    Pixated will surely delight you with the excellent results coming from its consistent strategies. Their efforts will be characterizing your impressive online presence and significant services. For instance, they may help you with

    • web design,
    • app marketing,
    • web development,
    • email marketing,
    • PPC marketing,
    • digital strategy,
    • UX design, etc.

    Croud is a global digital agency founded in 2011 that connects data, technology, and creativity to drive business performance. It has a wide range of partnerships with some of the world’s leading brands such as Avon, UGG, Vans, International Workplace Group, and more. Its in-house experts based in the UK, USA, and Australia are recognized by many industries for their skills and innovations.

    When you work with Croud’s multinational team, you will benefit from the expertise and experience of some of the brightest digital strategists, planners, and practitioners. Using a unique model that enables a more in-depth understanding of your business, its team will deliver truly transformative results.

    In addition, experienced in many industries including fashion and retail marketing, Croud gives several services:

    • digital experience and performance,
    • data solutions,
    • global growth,
    • in-housing solutions,
    • digital strategy,
    • content marketing, and more.

    KOTA is an international award-winning creative web design and branding agency based in London. Firstly, it is a progressive and insightful design agency. The team is technically and creatively skilled to translate your brand into its best digital self. Moreover, its creative team’s design and development approach create impactful, engaging brands and immersive digital experiences. That’s how they bring you a return on creativity.

    KOTA’s international team of designers, developers, and strategists specialize in many services such as

    • branding,
    • web development,
    • digital marketing,
    • web design,
    • WordPress,
    • e-Commerce, and more.

    The agency will focus on bringing your brand to the digital world in the most effective way. Finally, KOTA will give you impressive results with their background of experience in numerous industries including fashion and retail marketing.

    Digital Uncut is a digital agency that enables startups to fast forward their growth by delivering expert and innovative services. It provides the strategy and expert execution that your brand needs for growth.

    Because of its greatest techniques, it will get transformation to your entire digital marketing strategy. Its talented professionals help your fashion brand to stand out with all the effective types of campaigns.

    Digital Uncut offers you many services such as

    • SEO,
    • content creation,
    • PPC,
    • web development,
    • digital graphic design,
    • digital PR,
    • data analysis,
    • consultancy, and more.

    Impression is one of the best fashion and retail marketing agencies in the UK. The agency is a multi-award-winning, international performance agency. The team has been a strategic partner to the world’s most exciting and ambitious brands, making growth potential a reality.

    After all, this trusted agency can be a great partner for your brand’s growth with its high-calibre strategic specialists. They are passionate about doing the best work they can and pushing new technology to its limits.

    Impression delivers best-in-class digital campaigns and services. The team has been recognized in the form of awards at both a national and global level with

    • SEO,
    • PPC,
    • digital PR,
    • content marketing,
    • analytics,
    • CRO, and more.

    Digital Cake is a full-service agency based in London that has a speciality in providing strategy, Shopify builds, boost in social media activity, SEO strategy digital marketing to start-up and fast-growing digital business. Therefore, they bring their experience and expertise to a new generation of online entrepreneurs.

    Its expert team knows exactly how to deliver the results that you need. Moreover, their method is going step by step by defining ideas, building and executing, measuring, optimizing, and reaching the best results.

    Digital Cake has a great number of services such as

    • website development,
    • digital strategy,
    • marketing,
    • Shopify development,
    • SEO, and more with its work history full of experiences from many industries.

    Distinction is a digital agency approaching digital product development from the outside-in. And, they also use active strategies that launch to market quickly and stay ahead of the competition. Its creative team can deliver results using its tried and tested strategies.

    Distinction professionals use the technologies and strategies for several purposes: to know your customer, explore new sales channels, adopt data, automate every task, and know your goal. Consequently, all are very helpful in growing your brand’s recognition.

    This award-winning digital agency offers you a wide range of services such as

    • content marketing,
    • SEO,
    • e-commerce,
    • PPC marketing,
    • UX design,
    • software development,
    • inbound marketing,
    • digital strategy, and more.

    Conclusion 

    In conclusion, we have listed the best fashion & retail marketing agencies in the UK with great case studies above for you. In short, these agencies create the best digital infrastructure to help your brand succeed in the competitive fashion world. Working with one of them, you can stand out from the competition using their proven techniques and strategies based on data. When you trust and start a partnership with them, you will get the greatest results.

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