FIR B2B Podcast #137: Invoca CMO Dee Anna McPherson on Building Strong Customer Advocacy Programs

We talk today with Dee Anna McPherson, the CMO at Invoca, an AI call tracking and conversational analytics vendor. That is a mouthful and one of the things she is doing is trying to define and own a new product category. That could be a daunting prospect, except she has done this before when she worked at Yammer (before they were engulfed by Microsoft) and then at Hootsuite. When Yammer began, no one had heard about microblogging, as it was called then. McPherson managed to define “enterprise social networking” as Yammer’s category and the company was off to the races from there. With working from home now the norm, that kind of technology has become the de factor standard for communications among remote team members.

Paul wrote about Invoca last year for Silicon Angle on how they use machine learning to transcribe and classify calls.

McPherson tell us about the importance of customer communication in building strong customer advocacy programs. You need to figure out a way to tell their stories without using the words “customer case study” or “reference account.” Customers really do want to help as long as they aren’t seen as shilling, she believes.  This is a topic we’ve touched on before, such as FIR B2B #118’s discussion about how customers should be your best advocates as well as Paul’s written work on social media marketing. We close out the podcast talking about how things have changed for marketers in the pandemic, how customer supply chains are evolving and how marketers can benefit from this transition.

Listen to our podcast here:

Tracking your browsing using HTML canvas fingerprinting

Every time you fire up your web browser your movements and browser history are being leaked to various websites. No, I am not talking about cookies, but about a technology that you may not have heard much about. It is called canvas fingerprinting.

In this post, I will tell you what it does and how you can try to stop it from happening. Beware that the journey to do this isn’t easy.

The concept refers to coordinating a series of tracking techniques to identify a visitor using what browser, IP address, computer processor and operating system and other details. Canvas is based on the HTML 5 programming interface that is used to draw graphics and other animations using JavaScript. It is a very rich and detailed interface and to give you an idea of the data that the browser collects without your knowledge, take a look at the screenshot below. It shows my computer running Chrome on a Mac OS v.10.13 using Intel hardware. This is just the tip of a large iceberg of other data that can be found quite easily by any web server. 

HTML Canvas has been around for several years, and website builders are getting savvy about how to use it to detect who you are. In the early days of the web, tracking cookies were used to figure out if you had previously visited a particular website. They were small text files that were written to your hard drive. But canvas fingerprinting is more insidious because there is no tracking information that is left behind on your computer: everything is stored in the cloud. What is worse is that your fingerprint can be shared across a variety of other websites without your knowledge. And it is very hard once to eliminate this information, once you start using your browser and spreading yourself around the Internet. Even if you bring up a private or incognito browsing session, you still are dribbling out this kind of data. 

How big an issue is canvas fingerprinting?  In a study done by Ghostery after the 2018 midterm elections, they found trackers on 87% on a large sample of candidate websites. There were 9% of sites having more than 11 different trackers present. Google and Facebook trackers appeared on more than half of the websites and Twitter-based trackers appeared on a third of the candidate webpages.

So what can you do to fight this? You have several options

  1. Make modifications to your browser settings to make yourself more private. The problem with this is that the mods are numerous and keeping track of them is onerous.This post gives you a bunch of FIrefox suggestions.
  2. Use a different browser that gives you more control over your privacy, such as Brave, or even Tor. In that linked post I mention the usability tradeoffs of using a different browser and you will have to expend some effort to tune it to your particular needs. I tolerated Brave for about two days before I went back to using Chrome. It just broke too many things to be useful.
  3. Install a browser extension or additional software, such as PrivacyBadger, Ghostery or Avast’s AntiTrack. I have already written about the first two in a previous post. AntiTrack is a stand-alone $50 per year Windows or MacOS app that works with your browser and hides your digital fingerprint  — including tracking clues from your browser canvas — without breaking too much functionality or having to tweak the browser settings. I just started using it (Avast is a client) and am still taking notes about its use. 
  4. Only run your browser in a virtual machine. This is cumbersome at best, and almost unusable for ordinary humans. Still, it can be a good solution for some circumstances.
  5. Adopt a more cautious browsing lifestyle. This might be the best middle ground between absolute lockdown and burying your head in the sand. Here are a few suggestions:
  • First, see what your HTML Canvas reveals about your configuration so you can get a better understanding of what data is collected about you. There are a number of tools that can be used to analyze your fingerprint, including:

    Each of these tools collects a slightly different boatload of data, and you can easily spend several hours learning more about what web servers can find out about you. 

  • Next, assume that every website that you interact with will use a variety of tracking and fingerprinting technologies
  • Always use a VPN. While a VPN won’t stop websites from fingerprinting your canvas, at least your IP address and geolocation will be hidden.
  • Finally, limit your web browsing on your mobile devices if at all possible. Your mobile is a treasure trove of all sorts of information about you, and even if you are using any of the more private browsers you still can leak this to third parties.

 

Figuring out data transparency

Those of us of a certain age might recall when Barbie could utter the phrase “Math class is tough.” A good example of this is how to figure out the data transparency in the time of the Covid.

One of my go-to sites is the Covid Tracking Project, which is a group of computer scientists that daily scrape and interpret the thousands of county health stats for testing and infection data. You might have noticed that for each state’s data summary they issue a letter grade for transparency. How they arrive at that grade is instructive, and we should all take a moment to understand the calculations. Even if our business isn’t involved in public health, it can help inform and improve our own transparency efforts.

Just look at some of the recent transparency disasters from last summer, when Facebook and Equifax couldn’t be trusted with showing the truth behind their numbers. We want to be more transparent, because that means we have the ability to create trust with our customers and partners. So let’s look at how the Covid Tracking Project assigns these grades to each state and US territory.

Their transparency grade uses16 different metrics. These include factors such as: is the state’s official health website the best data source and consistently updated? Does the state report patient outcomes, such as how many patients are on ventilators? Does the state break down the demographics into ethnicities, race and pre-existing ill patients? How about total hospital capacity for the state? For each metric, the data quality can vary and the details matter. For example: some states just report positive tests and deaths. For some states, you have no way of knowing how many negative tests were obtained, or how many of those who tested positive then went on to consume an ICU or ER bed or other hospital resources.

The transparency grades are calculated each day: I have noticed that the grade for my state, Missouri, has varied from A to C. Today Nevada, Nebraska and Puerto Rico all have failing grades.

But wait, there is more. The project team also has a Slack channel and a GitHub public project where you can dive deeper into what is going on here. The former is used to address reporter’s questions and the latter is used to call out support or bug issues. The team also has taken pains to explain exactly what they are counting — for example, they look at where people are being tested, which is not necessarily where people first became ill. Every state reports these numbers somewhat differently: some use online dashboards or hyperlinked data tables, while others announce their stats at daily press conferences or via social media posts. The team has taken pains to double-check everything and annotate where things are ambiguous or unclear.

I should mention that the project relies on dozens of volunteers too: so managing all this collaboration is key. Clearly, there is a lot we all can learn from their excellent transparency efforts.

Watch that meme!

Take a look at the image below. It has been reposted thousands of times on social media.
Jon Cooper 🇺🇸 on Twitter: "Yo, Mister White Racist. If I was you ...

Notice anything odd about it? Perhaps if you are good at sight proofreading, you might catch that the words accommodate and illegals are both misspelled. Now let me ask you another question: where do you think this picture would be posted? On accounts from right-wingers? Perhaps, but it was also posted on leftist accounts as well, with words about “look how idiotic these other guys are.” Sad to say, both sides are getting played: according to Internet researcher Renee DiResta, the image was created by the state-sponsored Russian trolls at the Internet Research Agency. It was carefully crafted to inflame both sides of the political spectrum and as a result was very popular a few months ago.

When we receive items like this in our news feeds, the natural reaction is to click and forward it on to a thousand of our closest Internet friends. But what this small example shows you is to stop and think about what you are doing. That meme could travel around the world in a few seconds, and end up more likely hurting your cause. How many of us have gotten some major bombshell (such as Fox News’ John Roberts saying the Covid virus was a hoax), only to find out from Snopes and other fact-checking places that we were misled.

Indeed, if you do an image search on the “foreign language” patch above, you will likely see a number of different versions: some with the correct word spellings, some with corrections with red overlays, and some with different borders and other small differences. What this shows me is how effective this patch was, and how insidious was its purpose at sowing dissent.

I wrote an earlier post about how to vet your news feed earlier this year. Take a moment to re-read it if you need a reminder along with some tips on how to evaluate potentially fake images and other propaganda. Earlier in April, WhatsApp put a limit on how often viral messages can be forwarded: just to a single person (it used to be five people). That helps, but the social platforms could do a lot more to screen for these abuses.

About ten years ago, I ended one of my columns with the following advice. Watch out for those memes, and take a breath before clicking. You might save yourself some embarrassment, and also not get played by some troll. Some things sadly never change.

Network Solutions blogger

In April 2020, I began writing blog posts and ebooks for them.

In addition, I also wrote these ebooks:

How to run a successful professional web conference

Now that we are sticking close to home, we are using web conferencing tools. No matter how tech-savvy you might be, running a great conference isn’t easy and will require a collection of people with various skills: part TV producer, part sound engineer, part professional speaker, and all sprinkled with a good deal of patience and troubleshooting. For the past several months, I have been on the production team of a rather large conference for the American Red Cross. We have a team of more than a dozen people that puts on this event every month, and lately has had several hundred attendees and multiple presenters. Every month we find and fix new and interesting problems, some technical, some social, some particular to Webex.

Before I give you some lessons learned from this and other web conferencing experiences, I want to relate an anecdote from this month’s call. I was talking to one Red Cross volunteer who was having trouble getting connected. When he told me that he was at a Red Cross blood drive and actually giving blood, I suggested that maybe he should just wait and watch the recording of the event. A few minutes later, he emailed me and told me that he had figured out how to tune in for the meeting. That is devotion!

Here are some suggestions so hopefully you can make your meetings more valuable and professional. You might also want to review another blog post that talks about more general collaborative techniques. 

  • Decide whether you want to display everyone on camera, run a live demo from someone’s computer or focus on the slide presentation. You can’t really do all three well, and switching from one to another can introduce issues. Pro tip: if you are sharing your screen, you’ll want to share it from a second monitor that is using a lower resolution. 
  • Simplify, simplify. Eliminate options to help reduce user confusion, and simplify the technical details whenever you can. Keeping things simple means less to go wrong. For example, we use two chat channels: the one built-in to Webex is for the attendees to ask questions (we don’t use the Q&A feature to keep things simple) and we have separate Microsoft Teams chat sessions so the production team can communicate with each other as issues arise during the session.
  • Use a consolidated slide deck. Give a deadline when additions/changes will be accepted, thereafter the deck is locked. This means someone will be the lead producer, who will advance the slides for everyone. On Webex, there are three different ways to share your slides: “Share the actual PPTX file” (recommended), “Share Application,” or share your entire desktop. Pro tip: with this latter method, you will want to turn off notifications on your computer — Focus Assist settings should be turned off in Windows or Notification Center set to Do Not Disturb with Mac. 
  • Assign roles with care. The more you can segregate these roles and spread among different people, the better the overall experience for your attendees.It also allows the production staff to focus better and provide a better attendee experience. We typically have at least six people that run each webinar:
    • the host, who acts as a master of ceremonies and keeps everyone on schedule.
    • The lead producer, who sends out meeting reminders and calendar invites, advances the slides, does audio checks, and is charge of everyone else during the event. The producer also posts a recording of the meeting and chat sessions to the various online repositories.
    • The secondary producer, who troubleshoots problems for attendees and presenters and responds to emails during the event about production and connection problems.
    • Two chat monitors: one as backup, one who will read the questions aloud and direct the appropriate person to answer them during the meeting at specific points.
    • A graphic artist, who whips the slide deck into shape visually.
    • In addition to these roles, there are several others that work in the background. We all report to a team leader, who is ultimately responsible for organizing each month’s speakers and does final review of all of our materials prior to the meeting. We also have note-takers who organize the after-action report and follow up with any promises made during the meeting.
  • Rehearse. All presenters should have a sound check prior to the start of the meeting. We usually do this the hour before the meeting: given that we have so many presenters, we want to make sure they can be heard clearly. This is usually where the problems happen, so resolving these early is key. We usually recommend to use a headset with its own boom mic and not to use a speakerphone. Also, rebooting your PC just prior to the meeting is a good way to clear out problems. Presenters should also rehearse moving from slides to live screens and back: the transitions can be tricky under certain endpoints and web service providers.
  • Put together several documents to help your production staff: these include a sample timings sheet with speaker, topics and start and ending times, a contact sheet of everyone’s phones and emails, and other production details.

As you can see, there is a lot of work to produce a quality web conference. Feel free to share your own tips here as well.

The privacy challenges of contact tracing by smartphone apps

A number of countries — and now individual US states — are planning or have rolled out their smartphone-based contact tracing apps, in the hopes of gaining insight into the spread of infections. As you might imagine, this brings up all sorts of privacy implications and challenges. Before I review where in the world you can find an ailing Carmen San Diego, let’s look at the four major development projects that are now underway.

  • The most well-known is a joint project from Google/Alphabet and Apple that is more a framework than an actual app. Vaughan-Nichols explains the actual mechanics and The Verge answers some of the questions about this effort. The UK is poised to test their app based on this framework sometime soon. Both vendors have stated that these protocols will be incorporated into later releases of Android and iOS later this summer.
  • An open-source EU-based effort called DP-3T has developed an Apache/Python reference implementation here on Github. There are sample apps for Android and iOS too.
  • A second joint EU-based closed-source effort called PEPP-PT has gotten support from 130 organizations in eight different countries. No current apps are yet available to my knowledge on either EU effort.
  • Finally is something called BlueTrace/OpenTrace which is open source code developed by Singapore that is part of their tracing app called Trace Together. This was launched in late March. So far no one else has made use of their code.

All four proposals — I hesitate to call them implementations — are based a few common principles:

  • When a match with a known infected user is made, all data is collected and stored locally. The idea is to preserve a user’s privacy, but still give public health officials some insight into the users’ movements. Some of the implementations combine local and centralized health data, such as the PEPP framework and Singapore’s app.
  • The contacts are found through the use of Bluetooth low energy queries from your phone to nearby phones. These can reach up to a hundred feet in open air. The ACLU is worried that this data isn’t all that accurate, and has raised other privacy issues in this paper.
  • There are various encryption protocols and layers, some better than others. The goal here is to anonymize the user data and keep hackers at bay. Some information and interfaces are documented, some things aren’t yet published or won’t be made public. And of course no system is 100% fail safe.
  • The apps all rely on the GPS network, which limits their utility given that precise locations aren’t really possible. Some efforts are more sophisticated in cross-checking with the user’s common locations and Bluetooth contacts, but this is very much an inexact science. Taiwan tries to get around this by having the user call the health department and cross-check their own location history against this repository and request a test if there was an intersection.
  • Usually, the local health agency interacts with the tracking data — that is the whole point of these things. But as in the case of Singapore, do we really want a central point where potential privacy abuse could happen? How long does the agency keep this location data, for example?

You can see where I am going with this analysis. We have a lot of things to juggle to make these apps really useful. One of the biggest issues is the need to combine tracking with testing to verify the spread of infection. This paper from Harvard goes into some of the details about how many tests will be needed for tracking to be effective. As you can guess, it is a lot more testing than we have done in the US.

Yes, many of us are now sticking at home, and obeying the recommendations or in some cases the varying local rules. (Israel, for example, doesn’t allow anyone to travel very far from their homes.) But some of us aren’t obeying, or have to travel for specific reasons. And what about folks who have gotten the virus and haven’t gotten sick? Should they be allowed to travel with some sort of document or (as Bill Gates has suggested, a digital signature)?

This page on Wikipedia (while I don’t like citing them, folks seem to be keeping the page updated) lists more than a dozen countries where have apps deployed. India has multiple app deployments from various state agencies. There are also apps available in China, Israel, Norway, Ghana, the Czech Republic and Australia. You should take a look at the various links and make your own comparisons.

What should you do? In many places, you don’t have much choice, particularly if you recently returned home from outside the country. For those of us that have a choice, if you don’t like the idea, then don’t install any of these apps, and when the phone operating systems update over the summer, remember to turn off the “contact tracing” setting. If any of you are active in the efforts cited here, please drop me a note, I would love to talk to you and learn more.

FIR B2B podcast #136: The best and worst Covid-related pitches

Is your inbox overflowing with a virus? Sadly, it isn’t ordinary phishing or malware, but all COVID, all the time, with pitches and experts offered from all walks of life. It isn’t just the infosec vendors either. Paul and I have gotten pitches from genealogy vendors, from vendor selling ink cartridges and those who want to help us build a sales team working from home.

They have plenty of competition. Bad guys have come up with all kinds of scams and ploys preying on interest in information and remedies. Scammers cumulatively  created over 35,500 unique websites related to COVID-19 in the last month according to Atlas VPN research, Some of these sites tried to swindle money by selling masks, hand sanitizers, or even virus testing kits. Amazon removed over 530,000 coronavirus-related product listings due to price-gouging.

All this means communicators need to be judicious about what you are pitching. In this podcast, we look at the best and worst examples that we’ve seen cross our inboxes. For example, we both liked this piece that ran in a local St. Louis magazine. It looked into the role two local university medical research teams – one at Washington University and one at St. Louis University – were contributing to COVID research work. David’s wife is an interior designer, and she has gotten her share of coronavirus-related pitches too. One  pitch is for a bunch of expert tips on organizing your home while sheltering in place. We both liked the practicality of the piece and how it offers some solid suggestions that anyone can use to straighten up while living in isolation. .

The email at left had a subject line “building your sales team for a post-Covid recovery.” That struck us both as opportunistic and being somewhat tone-deaf to the worldwide misery we’ve all been seeing.

Then there is the pitch from Dell below right that is trying to sell printer ink cartridges, with the subject line “working from home made easy.” Needlessly exploitative. It has nothing to do with simplifying work from home.

Finally is the personalized pitch. If you are going to go make a pitch related to an epic tragedy, don’t start with “Happy Wednesday.” It just comes across as unseemly.

So what are some lessons that we learned? First sharpen your pitch and and make it as relevant to your business as possible. Don’t make a reporter have to search for an angle. And it doesn’t hurt to ask a reporter what articles they are working on and offer to help.

Listen to our 19 min. podcast below.

The art and science of mathematical modeling

With all the talk about “flattening the curve” and model disease predictions, I thought I would take the opportunity to explain exactly what these models look like. No, they don’t bear any resemblance to those people that walk down runways or the plastic things we put together with that smelly glue when we were kids.

My first brush with the art and science of math modeling was in graduate school at Stanford. I actually took an entire class in how to build them, and it was one of my favorite classes. Each week we would have a new assignment. What I remember about this class is that the assignment could take anywhere from a few hours to several days to complete. Sometimes — most times — the assumptions that I made were so wrong that I would have to start over. I remember a few of the assignments: one was to build a model to help women decide when they should get screened for breast cancer. Another was to help the Palo Alto school system decide which of their grade schools to close for under enrollment. These two were very tough, and I can’t remember if I came anywhere near the correct approach, just that they kept me up for many late nights.

What made this class interesting was that it was taught by two business professionals who lived in the “real world” and deliberately chose examples from some of their consulting projects. That particular class is no longer being taught. Indeed, searching through Stanford’s website, I was chagrined to find out that my degree, Operations Research, was eliminated more than 25 years ago. Time marches on.

Actually, I had an earlier experience with math models. I had a student job rebuilding these antique brass and string models that were created in the 1830s. They were used to teach students how to draw conic sections, back before we had Mathematica or even full-color textbook illustrations. But these are more literal “models” — for this post, I am talking more ephemeral constructs that are mostly data and equations.

Math models are being used all the time and don’t usually get much attention — until disaster strikes. One type of them that you consume daily is weather forecasting models. When a hurricane threatens part of the world, you see a variety of forecasted paths that the storm is likely to take: each one of those paths comes from someone’s model about past behavior. Another example is building a model to calculate how much flooring you’ll need to cover your room. That one is pretty simple, using additional and multiplication, but still you have to do the math to figure out whether you’ll need 10 or 20 boxes of materials.

Some of the most annoying math models were those “word problems” that we all had to solve in grade school. Maybe that is why many of us have steered clear of them in adult life. But after taking that modeling class in grad school, I got into math modeling as a career, and went to DC to become a consultant myself. I built models to support public policy decisions, such as whether to build a dam threatening an endangered species (my model said to go ahead, based on the economic outcomes) and whether to enact building energy conservation standards (my model said yes to that too).

Here are two places to look at noteworthy virus modeling efforts:

Stay healthy and safe wherever you are.

Avast blog: The citizen’s guide to spotting fake news

Truth and facts are hard to come by these days. Most of us want to understand what is true and what is not. What’s more, we want our kids to understand the difference between fact and fiction. But sifting through our social media — and even ordinary news reports — does require some work. I have put together some resources in this blog post to help you discriminate the truthiness (as Stephen Colbert might have said) of what you find online.

The sheer amount of disinformation, lies, conspiracy theories — call them what you will — is staggering. In this post for Avast’s blog, I review how we got here, how you can start to figure out whether something is true or false online, and what should be your own strategies for becoming more skeptical of what you read online.