Infocore's Global Marketing Data Newsletter
August, 2017  Issue One  Volume Four
A Tech Breakthrough in Direct Marketing
by Kitty Kolding, CEO, Infocore, Inc.
article 1

Tip: if you aren't already familiar with renting third party email lists for acquisition marketing, then read this first to get up to speed.

Granny Panties go High Tech

A while ago I read a great article by Diane Bossotti about how Direct Mail was the "granny panties" of the marketing world. I agreed with every word she wrote, and admired her analogy, both because it was provocative enough to grab attention, but also because it is so true. Direct mail - and its parent, direct marketing - are often thought of as dowdy, dingy, or old fashioned. Compared to the sexy perception of digital, social, or mobile, Direct does have a perception problem.

But Direct has no problem when it comes to results. A couple of recent stats from the DMA Statistical Fact Book show that Direct Marketing, whether postal or email, consistently performs admirably and well ahead of other media forms - full coverage and sensible fabrics and all.

DMA Stats

So what's the problem? To today's savvy marketers, Direct lacks the fast-moving, tech-driven appeal of digital, mobile, and search. And although the difficulties of gauging the impact and performance of digital and social are meaningful, especially in consideration of the shocking amount of fraud in those categories, they still have a sizzle that Direct just doesn't.

There are several reasons why, but we believe they all come back to one central issue: direct marketing's inexplicable allergy to technology. Maybe it's because Direct has been around for 30 or 40 years, and its primordial soup was mailing lists and main frames instead of ad networks, mobile apps, location data, and ad exchanges. But Direct needs a tech makeover in a big way.

Changing the Paradigm

We took our first crack at injecting some solid tech into Direct earlier this year, when we launched the first generation version of CampaignTrac. We are incredibly excited that our clients are calling it a tech breakthrough for third party email campaigns. Here are a few things that our clients are most excited about:

Real Time, Visualized Results
Instead of waiting 3 to 7 days to receive a densely packed spreadsheet report on opens and clicks from a third party list vendor, CampaignTrac's real time viewer lets users watch Opens and Clicks – and all other metrics reporting – in real time and in graphical formats, delivering independent, web-based oversight.

Real Time, Visualized Results

Response Curve by Time of Day
CampaignTrac shows clients insights that have never been available from third party campaigns until now, such as the response curve by time of day:

Response Curve by Time of Day Charts

Device Type Data
Our clients can now see the Browser type (Chrome vs Safari), Device type (mobile vs. laptop) and Operating System (iOS vs Android) for every open and click on their third party campaigns:

Device Usage

Performance Audits
For the first time, marketers can see an independent, side-by-side audit of the opens and clicks reported by list owners. We think everyone benefits from this kind of transparency, and that it's especially important in today's fraud-filled environment.

Performance Audit Obviously we're excited about our new technology to drag Direct into the modern world. Do you have other examples we can share in future newsletters? We'd love to learn more. Please Contact me with ideas, demo requests and feedback any time.
Does YOUR Mobile Device have a Secret Life?
by Anne Humpich, Senior Analyst at Infocore
article 2
Countless millions of mobile devices are leading secret lives their owners are utterly unaware of. You may think your phone is happily slurping juice on your charger, or taking a well-deserved rest while you sleep, but instead it may be "viewing" as many as 1000 ads per hour, and downloading up to 4GB of data per day.

Ad Fraud is a searingly hot topic these days, but many people think it doesn't affect them. They believe it's just a nasty ripoff of advertisers by some nefarious activity that's way too hard to understand. Think again - your own, much loved device may be in the thick of it, helping perpetrate billions of dollars of ad fraud a year.

:: Judy malware affected between 8.5 and 36.5 million users ::

Recently malware known as "Judy" was found on over 40 apps in Google Play, Google's official app store. Most of us know we shouldn't download apps from shifty sources. But official app stores, we think, are safe.

:: With mobile app fraud, users install the malware themselves ::

This leads to a realization about something unique to mobile fraud - in the case of app fraud, we actually install the malware onto our device ourselves. Apps that we download, even from legitimate sources like Google Play, can contain malware that hijacks the mobile device and carries on malicious activity.

The authors of the malware benefit by having the hijacked devices perform actions that earn big money for them. In the case of the Judy malware, it was earning the bad guys up to $300,000 a month. Judy would open certain websites and then generate fake clicks on ads on the site.

:: Marketers Pay for Traffic Sent to their Site ::

In simple terms, click fraud works like this - marketers want to get their ads placed on websites that have visitors that fit their target demographic. So if a marketer makes a line of tools, they would probably want their ads placed on DIY websites because the people who visit those sites are likely prospects for those tools.

The marketer would probably not benefit much from having their ads shown on a teen fashion website. (Inappropriate placement of ads is a whole different kind of fraud, which we won't go into here.)

The DIY website shows the tool ads and gets paid every time a site visitor clicks one of those ads and heads over to the tool website. The tool marketer (via a complex arrangement of ad agencies, advertising networks, and marketing technology providers) is the one paying for those clicks.

:: Generating Fake Clicks ::

So one way a criminal could make money would be to have a website that has the tool maker's ads on it. Then, by any number of means the criminal generates fake clicks on those ads. The tool company is then paying for fake clicks - clicks that are not made by real people who are actually interested in learning more about, and potentially purchasing the tools.

The criminal REALLY benefits if he can install malware onto unsuspecting user's devices when the user downloads an app. Then, with that app installed on multi-millions of devices, every device goes to work by opening the criminal's website and clicking away on the ads that get paid by the tool maker for each click.

:: App Developer Kiniwini ::

The Judy malware infected 41 apps developed by a Korean company known as Kiniwini. See the full list here.With names like "Fashion Judy", "Chef Judy", "Animal Judy", the moniker becomes obvious.

Some apps by different developers were also infected by unclear means. Ultimately the total spread of the Judy malware may have reached between 8.5 and 36.5 million users.

:: Porn Clicker was found on 343 apps which were downloaded, on average, 3,600 times each ::

In February of 2016 a similar discovery was made in different apps also available via Google Play. That malware was known as a porn clicker Trojan. As you'd imagine, it clicked ads found on porn sites to earn illicit revenue for its creators.

:: Staying Safe ::

How can you protect your phone from becoming an unwilling porn clicker, or a slave to Judy? First, only download from legit sources, like Google Play. Although the protection that Google Play provides isn't perfect, the store is constantly working to ferret out malware. Bad guys continue to invent new ways to implement their scams, so it's an ongoing battle.

Keep up to date on your patches. Look into an anti-virus, particularly if you have an Android device. Android phones and tablets are particularly vulnerable, and the most targeted of devices. Read reviews of apps before you download them, and avoid any that have bad reviews, even if they are free. ESPECIALLY if they are free.

:: Android is the Most targeted OS ::

According to a report by Nokia  (download required)  mobile device infection rates rose steadily throughout 2016, reaching an all-time high in October and growing 63% over the first half of the year.

Further, smart phones were targeted most often in July through December, accounting for 85 percent of all mobile device infections and smart phone infections increased 83 percent during this period, compared to the first half of the year.
Marketing News from The Web
article 3In this section we share a collection of articles we found to be exceptionally relevant and insightful. This fascinating batch, from sources around the web, examines various facets of ad fraud.

AI is coming to email marketing - along with a lot of other excellent innovations: On MarketingCharts here.

The IAB makes it perfectly clear that everyone must participate in eradicating the scourge of digital ad fraud, or risk extinction: On AdAge here.

The powerful ANA takes a stand, and demands not just transparency, but formal audits, for the biggest "walled garden" ad platforms: On MarketingLand here.

A quick summary of the recent, alarming Mobile Ad Fraud study by Tune: On PacedM here.

Influencer marketing's authentic, high powered marketing reputation is tarnished by fraudsters: On AdWeek here.

Devices Used by Car Shoppers in 2017
by Kitty Kolding, CEO, Infocore, Inc.
article 5Shrewd automotive marketers use one-to-one marketing tactics to individually reach consumers actively shopping for new vehicles. One of the more potent and efficient methods to do so is using third party lists of consumers who have recently been online shopping for very specific cars, and who have consented to receive messages from select marketers. If you're not familiar with the mechanics of this method, read this.

The good news is that this method of marketing is very precise, cost effective and can scale to high enough volumes to truly move the needle for large auto OEMs and their agency partners. One drawback has been that - until now - certain details about those specific shoppers have not been available to marketers.

Yes, marketers can precisely select their geography, gender, age, HHI, marital status, presence and age of kids. But one set of data points that haven't been available is the so-called User Agent data for the individuals on third party lists who open and click on emails from OEMs.

This User Agent data consists of specifics like the browser, operating system and device type being used by the email recipient. This is pretty valuable data, but because the list owner controls access to these consumers, marketers who rent access to these lists never get to see those details. Until now.

CampaignTrac, Infocore's campaign analytics system, tracks all these data points for consumers opening and clicking on third party lists. Below is an aggregate summary of User Agent data for US-based Automotive Shoppers the period of January – July 2017:

Opens and Clicks by Browser, OS, and Device Interested in learning more about CampaignTrac? Contact Us
China's Ambiguous, Overreaching Cybersecurity Law
by Anne Humpich, Senior Analyst at Infocore
article 6
China's new regulations are implementing one of the strictest approaches to cybersecurity and data privacy worldwide. The Cybersecurity Law (CSL) came into effect June 1st, despite protests from numerous interest groups calling for changes or delays.

Critics cite vague, ambiguous laws combined with a lack of guidance, and unfavorable conditions for foreign companies. Amnesty International and other human rights organizations sharply denounced the strengthening of censorship and surveillance under the new law.

Two related and troublesome components of the CSL are - A requirement for data to be stored in China, and Regulation of cross border data transfers. Foreign companies regard data localization as an unfair burden, requiring them to maintain separate storage for Chinese data. It is also thought to be a hindrance to trade, and to make it difficult or impossible for all but the largest companies to do business in China.

A group of 40 plus business organizations for the EU, Asia, and the US asked Chinese officials to make significant changes to the law, particularly regarding cross border data transfer, but it came into effect unchanged. Now however, the urgency to enforce data transfer restrictions is off, with compliance pushed back to Dec 31, 2018.

But foreign business groups are not being credited with securing the delay. Rather, domestic companies, particularly tech companies, are concerned the restrictions will hamper their ability to expand outside their borders. China is focused on economic globalization and the flow of data across borders is essential for that growth. It will be interesting to see how the application of aspects of the law evolves.

In some ways the CSL is reasonable - it consolidates a hodge podge of outdated laws which left China far behind global standards and best practices for data protection and cybersecurity. The law outlines consent requirements for collection and use of personal data, requires measures to protect data, allows people to request deletion of their data, and introduces mandatory breach notifications and potential fines.

But then it goes too far.

Companies will have to submit to inspections of their systems and products, and must meet vague criteria to earn certifications necessary to conduct business. Nebulous provisions leave companies vulnerable to investigation for violations of rules impossible to comply with because they are so unclear.

The law gives the Chinese government unprecedented access to and control of foreign companies operating in China. This includes potentially demanding access to source code or encryption keys. Other fears include using the laws to favor a domestic company over a foreign competitor.

The government can at any time initiate a spot check of a company. There are at least four different Chinese government agencies empowered to conduct security audits, but the criteria to be met is not known. Obviously the reviews can be used to block market access or for political reasons.

Trade organizations can also initiate a spot check. This leaves foreign companies vulnerable to the whims of domestic competitors and the potential for theft of trade secrets or tech innovations.

Companies must fully cooperate with authorities by turning over data on "troublemakers" upon request. Providers of services such as internet access, mobile phones, messaging platforms, and social media must require users to provide real identity info when they sign up.

The multinational tech giants have been planning ahead for years now, spending millions to placate the Chinese government and situate themselves to best advantage. Smaller companies with fewer resources may find themselves locked out of the enormous and lucrative Chinese market.

But even the giants with all their millions of investments are on uncertain footing. This revealing article describes the outlandish hoops companies like Microsoft, HP, and Cisco have been jumping through as they jockey for advantage. Those efforts include investing millions, with the promise of billions to come.

China is known for crafting vague laws and regulations. This is advantageous in 2 main ways. First, they can interpret those laws as they choose, depending on each circumstance, adapting to get the results they desire. And second, they often want to see how the broadly drawn regulations play out, and then refine the specifics with later decrees.

At this point much mystery remains on how the Cybersecurity Law will ultimately shape business.
Infocore's Marketing Data Inventory
Now nearly 60 billion records
article 8Infocore built its own private Data Repository, which tracks all the marketing data that we can source for our clients and partners. In it, we have cataloged extensive details about all the data we have access to in more than 150 countries.

At present, our repository is tracking nearly 60 billion records from over 8,600 sources, owned by our global network of data partners.

Contact Us to get a custom data summary.
Infocore's FREE Data Catalogs
Recently Updated
article 10

Infocore's International Data Repository tracks 16 billion non-US records from nearly 4,000 high quality direct marketing datasets in 150+ countries outside the USA.

Select the catalog(s) you're most interested in, and we'll email them to you the same day - free of charge. Last updated July 2017.

How the Postal Sector is Helping Save the Planet
by Anne Humpich, Senior Analyst at Infocore
article 11The US recently bailed on the Paris Accord, joining Nicaragua and Syria, the only other nations not participating in the agreement.

World leaders have denounced the decision to quit, while affirming their own commitments. Mayors and governors across the US have vowed to carry on at the local level.

Meanwhile, postal services around the world steadily continue their collective efforts to reduce greenhouse gas emissions in their sector, and do their part to protect the planet.

While postal services trail far behind the big polluting industries - aviation and maritime shipping, their impact is still huge. Postal services use nearly 2 million vehicles to cover the many billions of miles travelled for local and international delivery. They operate enormous facilities that gobble electricity and gas. According to the Universal Postal Union -
  • The postal network constitutes the largest physical distribution network in the world.
  • 5.26 million people are employed by the world's postal services.
  • There are some 690,700 postal establishments in the world.


The Universal Postal Union, in existence since 1874, coordinates policies between the 192 members. It encourages cooperation, facilitates international mail exchange, and provides technological expertise.

The UPU launched a tool, OSCAR – the Online Solution for Carbon Analysis and Reporting, to help posts measure their environmental impact and find mitigation opportunities. It is part of UPU's program to fight climate change. In addition "It can bring substantial efficiency gains, help Posts decrease the use of natural resources and make the business case for cost-effective investments in green initiatives."


Great strides have been made to attenuate the environmental repercussions of postal buildings and facilities. Deutsche Post DHL gained an energy savings of 80 - 90% when they installed LED lighting at eight sorting centers across Germany in 2015. DPDHL also focuses on smart meters and energy efficient heating systems. The DPDHL Group has over 12,000 sites worldwide – including office buildings, mail and parcel centers and logistics warehouses, as well as Packstations and drop-off points.

PostNL has 19 large sorting centers throughout the Netherlands. The facilities have flat roofs ideal for the installation of solar panels. Once all 22,000 solar panels are installed, PostNL will be one of the largest producers of solar energy in the Netherlands.


Another organization relevant to this discussion is International Post Corporation - a cooperative association of 24 member postal operators in Asia Pacific, Europe and North America. IPC supports and advances the postal sector in numerous ways, one of which is promoting environmental best practices.

"We are working to systematically address the environmental impacts and are collaborating to combat the global climate change across the sector through our Environmental Measurement and Monitoring System (EMMS) programme. We believe that through the sharing of knowledge, the encouragement of positive action, improving carbon management proficiency, the entire postal industry will be able to lower its environmental impacts structurally, thus addressing stakeholder concerns about the sector’s contribution to greenhouse gas emissions."

The EMMS program began by capturing data on member organizations' greenhouse gas emissions in the year 2008. Then they set 2 ambitious objectives for the 20 original participating posts to achieve collectively. Using the 2008 data as a baseline, they set a goal for 2020 to:
  1. Achieve a score of at least 90% in carbon management proficiency
  2. Reduce combined carbon emissions from own operations by 20%
The group successfully reached the 20% emissions reduction target in 2014, six years ahead of schedule. They then set a new target in 2014, to achieve a 20% reduction in carbon emissions per letter mail and per parcel by 2025, from a 2013 baseline.

The EMMS program has several unique aspects that make it particularly effective. Because it is a sector wide initiative it allows for collective action to meet collective goals. With all participants working toward the same objective, no individual organization is at a disadvantage for their efforts. This is a common obstacle in other industries where one company cannot afford to make an investment and become less competitive if the others do not face the same constraints.


Portugal's postal service takes full advantage of the IPC's Drivers Challenge initiative. This program encourages smart, safe, eco-friendly driving, and leading teams from individual posts compete in a race held every 18 months. Portugal's best performing teams achieved fuel consumption reductions of up 16%, and an annual reduction in accident rates by as much as 5%.

Other posts are strongly focused on alternative technology for their fleets. Or non-technology in the case of bicycles, of which there are nearly 90,000. Electric cars and mopeds are replacing unsustainable vehicles in many countries, particularly Norway. Norway Post purchased nearly 300 electric vehicles in 2015. The fleet has 580 electric mopeds, 420 electric cars and 180 electric trolleys.


The Belgian postal operator bpost has been a leader in the IPC's EMMS rankings since 2013. In 2011 bpost decided to focus on sustainable growth, and set ambitious environmental targets. They decided to use the EMMS program to measure progress.

In 2011, when they launched their Sustainability Program, bpost ranked 14th of 20 participants. By 2012 they were in second place, and have been ranked first ever since.

Bpost goes an extra step in environmental action - they are saving the bees. They invested in beehives and had them installed on the roof of their headquarters in Brussels.
Singapore is Rockin' The Cyber
by Anne Humpich, Senior Analyst at Infocore
article 13

When it comes to The Cyber, as the lamentable US President refers to all things internet-related, Singapore is rockin' it. The city state just published a new draft cyber bill that will further its ambitions and cement its status.

Singapore intends to be the world's first Smart Nation; it ranks third in the Global Financial Centres Index; and it just nailed the top spot in the Global Cybersecurity Index for 2017. And it is the home of the stunning, fantastical, high tech Supertrees.

The tiny island nation is integrating technology into every aspect of its citizens' lives, and staking its future (as a leading Financial hub) on building a national technology infrastructure known as the Smart Nation project. With all its eggs in the Cyber basket, it's no surprise the country is implementing a comprehensive law to strengthen cybersecurity and protect essential services.

Critical Information Infrastructures
The essential services are provided by 11 Critical Information Infrastructures (CII) that include land, sea, and air transportation, healthcare, security and emergency services, media, info/communications, banking/finance, government, energy, and water. The law consolidates power within the Cyber Security Agency of Singapore (CSA) which is tasked with providing a consistent, nation wide regulatory framework across the CII sectors.

The new regulations would require operators of CIIs to safeguard their systems, ensure continuous functioning of their infrastructure, participate in cybersecurity exercises and audits, and immediately report any cyber incidents or threats. Organizations will have to appoint an "owner" that will be responsible for ensuring their organization meets all safeguard requirements.

The intent is to emphasize "ownership" of protective measures by specific, high level individuals within each organization rather than as a general company level responsibility. With C-suite involvement there will be more attention, budget, and visibility focused on cybersecurity than when it is shuffled off to the IT department to manage.

Broad Powers
The Cyber Security Agency will have sweeping investigative and enforcement powers, and the authorization to take preventive actions when deemed necessary. The CSA can require people to assist in an investigation, and to provide information about computers and systems. The CSA may also confiscate computers and systems as needed to combat a threat.

Substantial penalties can be imposed for offenses. In the case of a breach, organizations, and in some cases responsible persons within an organization can face a maximum of a $100,000 fine or 10 years imprisonment, depending on the offence. Not cooperating with an investigation, or providing false information merits significant criminal penalty.

Licensing Vendors
An interesting aspect of the proposed law will require licensing of cybersecurity service providers, making Singapore one of a very few countries to regulate such companies. Service providers would fall into 2 licensing buckets - investigative and non-investigative. Penetration testing for example, would fall into the first bucket, and managed security operations into the second.

Now, how about those Supertrees!
Singapore also aims to become the City in a Garden, and the futuristic Supertrees are a convergence of nature and technology that's symbolic of this remarkable little nation.

There are 18 Supertrees in the Gardens by the Bay - 12 in the Supertree Grove and 2 groups of 3 located elsewhere in the gardens. Some are 50 meters high, and smaller ones are 25 meters. The trunks' living skins are planted with 163,000 plants from over 200 species specially selected for their beauty and suitability for vertical planting.

The stunning canopies provide shade during the day and put on a dazzling show of light and sound at night. The man-made forest is only a part of the 250 acre park that showcases flora and fauna from around the world.

Read more about the Gardens in CNN's article that includes more stunning pics.

This beautiful image is one of many on the Gardens by the Bay website.

Gardens by the Bay
Get in Touch
Interested in a CampaignTrac Demo or help with data and campaigns?

Kraig Monteferrante, VP Client Development, Infocore, Inc.
Amy MacNabb, SVP Client Services, Infocore, Inc.
Denise Covington, Account Director, Infocore, Inc.
Kitty Kolding, CEO, Infocore, Inc.

About Infocore
Infocore is an acquisition marketing firm that offers clients exceptionally precise audience targeting and full service campaign execution services.

CampaignTrac, Infocore's uniquely insightful campaign performance measurement platform, gives clients real-time access to campaign performance, and delivers unique insights never before available to third party marketers.

Infocore's deeply experienced campaign experts handle every aspect of each campaign to ensure that clients and their agency partners are freed up to handle strategy and creative while Infocore handles execution and measurement.

Infocore serves Fortune 1000 clients across multiple industries including Automotive, Tech, Financial Services, Insurance, Travel, Retail, Kids & Baby and several more. Clients include Nissan, Ford, Honda, P&G, Google, Microsoft, American Express, Adobe, and Walmart.
This is the web version of Infocore's Global Marketing Data Newsletter, an e-newsletter sent to subscribers only. To subscribe, click on the link above and provide the required information. If you have any additional questions about subscriptions, email us at