Tag Archive | "Pieces"

How Palo Alto Networks Blocks 30,000 New Pieces of Malware Daily Via AI, Machine Learning, and Big Data

“The platform we have uses big data analytics and machine learning in the cloud to process and find all of the unknown malware, make it known and be able to block it,” says Scott Stevens, SVP, Global  Systems Engineering at Palo Alto Networks. “We find 20-30 thousand brand new pieces of malware every day. We’re analyzing millions and millions of files every day to figure out which ones are malicious. Once we know, within five minutes we’re updating the security posture for all of our connected security devices globally.”

Scott Stevens, SVP, Global  Systems Engineering at Palo Alto Networks, discusses how the company uses AI, machine learning, and big data to find and block malware for its customers in an interview with Jeff Frick of theCUBE which is covering RSA Conference 2019 in San Francisco:

We Find 20-30 Thousand New Pieces of Malware Every Day

There are two ways to think about artificial intelligence, machine learning, and big data analytics. The first is if we’re looking at how are we dealing with malware and finding unknown malware and blocking it, we’ve been doing that for years. The platform we have uses big data analytics and machine learning in the cloud to process and find all of the unknown malware, make it known and be able to block it.

We find 20-30 thousand brand new pieces of malware every day. We’re analyzing millions and millions of files every day to figure out which ones are malicious. Once we know, within five minutes we’re updating the security posture for all of our connected security devices globally.

Whether it’s endpoint software or it’s our inline next gen firewalls we’re updating all of our signatures so that the unknown is now known and the known can be blocked. That’s whether we’re watching to block the malware coming in or the command-and-control that’s using via DNS and URL to communicate and start whatever it’s going to do. You mentioned crypto lockers and there are all kinds of things that can happen. That’s one vector of using AI NML to prevent the ability for these attacks to succeed.

Machine Learning Uses Data Lake to Discover Malware

The other side of it is how do we then take some of the knowledge and the lessons we’ve learned for what we’ve been doing now for many years in discovering malware and apply that same AI NML locally to that customer so that they can detect very creative attacks very and evasive attacks or that insider threat that employee who’s behaving inappropriately but quietly.

We’ve announced over the last week what we call the cortex XDR set of offerings. That involves allowing the customer to build an aggregated data lake which uses the Zero Trust framework which tells us how to segment and also puts sensors in all the places of the network. This includes both network sensors an endpoint as we look at security the endpoint as well as the network links. Using those together we’re able to stitch those logs together in a data lake that machine learning can now be applied to on a customer by customer basis.

Maybe somebody was able to evade because they’re very creative or that insider threat again who isn’t breaking security rules but they’re being evasive. We can now find them through machine learning. The cool thing about Zero Trust is the prevention architecture that we needed for Zero Trust becomes the sensor architecture for this machine learning engine. You get dual purpose use out of the architecture of Zero Trust to solve both the in-line prevention and the response architecture that you need.

How Palo Alto Networks Blocks 30,000 New Pieces of Malware Daily

>> Read a companion piece to this article here:

Zero Trust Focuses On the Data That’s Key to Your Business

The post How Palo Alto Networks Blocks 30,000 New Pieces of Malware Daily Via AI, Machine Learning, and Big Data appeared first on WebProNews.

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3 Core Pieces of the SEO Puzzle to Boost Your Enterprise Success

Posted by BenjaminEstes

SEO is not something that is done. SEO is a way of doing things that encompasses many teams and initiatives. This is especially true for large organizations with well-established and potentially siloed teams.

Most marketing disciplines have concrete inputs and outputs. Consider the following examples, which may seem trite at first:

  • PPC results in visibility in search results.
  • Email marketing results in visibility in the inbox of folks on your mailing list.
  • Content strategy results in marketing content on your site.

But this isn’t really the case for SEO. Can we say:

  • SEO results in visibility in organic search results?

It’s not quite the same thing, is it?

“Doing SEO” does not directly result in visibility in search results, or traffic. SEO might lead to better indexation of pages on your site, or improved targeting. But these are only stepping stones to increasing search traffic. They are inputs that ranking algorithms will use, not the output of better rankings.

No SEO work can guarantee organic search visibility in the same way paid search guarantees paid placements.

In this way, SEO has more in common with business operations than it does with other marketing channels. It’s about getting the most possible benefit, through organic search, from the marketing assets that you have. It’s the responsibility of the digital marketing manager to make sure that the organization understands this, and that SEO requirements are baked into whatever processes they need to be.

In order to say that SEO is being properly managed, 3 teams and their processes need to be considered. These core practices touch the leadership team, the dev team, and content strategy teams. This post explores why search marketing is important at all, and why doing it right involves each of these 3 groups.

1. Commitment: Your leadership team

Before you can really invest in search marketing, your leadership team must be bought into doing search for the right reasons. If the marketing team is pulling in a direction that the company’s culture doesn’t support, there’s no chance things will end well.

Let’s make the risk of this concrete. You may have heard of penalties like Panda and Penguin. Certainly at Distilled we get a lot of inquiries from companies who are trying to recover from (or get in front of) these problems. But these prospects see them as “SEO” problems that have an “SEO” solution. It’s more accurate — or at least more helpful — to see them as symptoms of bigger organizational issues.

Here’s what I mean: Maybe your organization has decided that increasing rankings and traffic from search is a priority. In fact, it’s such a priority that you should buy links to accomplish it, because everyone knows links lead to better rankings. That’s a plan that is doomed to failure, perhaps ending with a manual action that is hugely detrimental to your site. No SEO practitioner would recommend buying links. The directive comes from somewhere else, and that needs to be dealt with before the organization can make the right choices for the right reasons.

That’s why it’s crucial to get everyone on the same page; if you don’t, SEO can be undermined even from outside the marketing team. Let’s summarize the benefits of getting the whole team on board, and the potential consequences of failure:

Success
Failure
  • Aligned communication across team.
  • Effective investment of time and resources.
  • Appropriate reporting and expectation-setting.
  • Panda, Penguin, manual penalties.
  • Ineffective investments of time and resources.
  • Unrealistic expectations and meaningless reporting.

2. Platform: Your web dev team

Next up is the team responsible for your website and the platforms that support it. For smaller organizations, it can be easy to identify a change that will help SEO, and to make that change quickly. For larger organizations, actually making the change can prove quite challenging.

In order to improve SEO for the organization, making those changes has to become easier. Specifically, we might push for new platforms or updates that:

  • Generate a site that is crawlable
  • Make it easy to manipulate indexation directives and robots.txt files
  • Make it as easy as possible for content producers to publish their content

None of these things can be done by an SEO practitioner alone. They are unlikely to have the experience necessary to make the technical changes required. Even if they did, organizational boundaries will impede them from making the changes. As in the case with getting commitment across the organization, an individual practitioner cannot be responsible for changing everything that needs to be changed here — rather, the expectation should be set that whenever someone makes a change to the organization’s web platform, SEO must be taken into consideration.

So what does successfully integrating SEO into your web development processes look like? What does it look like when you fail to do so? Here’s a summary:

Success
Failure
  • A platform that enables the publishing of new content.
  • Quick indexation of new content.
  • Slowed rate of publication.
  • Indexation problems.
  • Undesired content ranking in SERPs.

3. Content creation: Your content strategy team

The third piece of the core SEO puzzle is the ability of the company to create content in a timely manner.

To make sure requirements for SEO are considered, the content production process must be designed with SEO in mind. Are posts (or product listings or category pages) being optimized appropriately? Does the content that we are creating actually help the user fulfill their objectives?

For instance, if you have individual location pages for offices or stores, you might want listings for those locations to show up in local search. Maybe such pages would have relevant store hours, events, or offers. These pages would clearly benefit SEO. But unless they are prioritized over other content, they won’t be created. SEO must be baked into the content strategy so that the team knows the importance of developing content that’s relevant for SEO.

Without quality, targeted content, there really can’t be any winning in SEO. The consequences of succeeding or failing to produce such content can be summarized as follows:

Success
Failure
  • Relevant content produced.
  • Audience need satisfied insofar as they are known.
  • Content appears in SERPs.
  • Unsatisfied audience.
  • Poor conversion.
  • Negative feedback loop in SERP interactions.
  • Undesired content ranking in SERPs.
  • What you should do about it

    As a digital marketing manager, you must do more than hire someone to “do SEO” or even “manage SEO” in your organization.

    Whether it’s lead by one person or many, you must establish the idea of the SEO function in your company — the idea that search marketing is something that must be considered by many people and processes within your company. At the very least, the 3 teams above must be looped in.

    It is the responsibility of the SEO function to:

    • Set appropriate expectations in your organization
    • Hire someone (or partner with an agency) that has enough experience to manage
    • Enable the type of work that needs to get done

    That may mean that if you are hiring one person, it’s not good enough for that person to have a couple years of SEO experience and be able to rattle off the major factors contributing to organic search performance.

    SEO is an exciting, rapidly changing field — and it’s crucial to the bottom line of many enterprise organizations. To take full advantage of the opportunities it offers, though, you need to get these 3 teams working in concert.

    Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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    27 Startling Pieces of Insider Info Facebook’s S-1 Revealed [Data]

    facebook ipointroductory3

    Did you hear? You probably heard…just about everywhere. Facebook filed their S-1 yesterday, and is charging full steam ahead to their much anticipated IPO. Many of us have been poring over the juicy details that were revealed in the S-1 — Facebook revealed revenue and profitability numbers, mind blowing usage metrics, and the even more astonishing take-home pay of some of their employees. Take a look at the S-1 for all the gory details; but we’ve also consolidated what we think are the most fascinating stats and data to come out of the document if you don’t want to read the 150+ pages of it.

    Facebook Usage

    1.) As of December 2011, Facebook has 845 million monthly active users worldwide, and 483 million daily active users worldwide. Tweet This Stat

    facebook mau

    2.) Mobile accounts for half of Facebook’s user base at approximately 425 million active monthly users. Tweet This Stat

    3.) There were 100 billion friend connections on Facebook as of the end of 2011. Tweet This Stat

    4.) In Q4 of 2011, there were 2.7 billion likes and comments per day on Facebook. Tweet This Stat

    5.) 250 million photos are uploaded every day on Facebook. Tweet This Stat

    6.) More than 100 quadrillion bytes of photos and video were shared on Facebook in the last quarter of 2011. Tweet This Stat

    Global Penetration

    7.) Facebook is available in more than 70 different languages. Tweet This Stat

    8.) Facebook has a penetration rate of greater than 80% in countries such as Chile, Turkey, and Venezuela. Tweet This Stat

    9.) Facebook has a 60% penetration rate in the United States and United Kingdom. Tweet This Stat

    10.) In countries like Brazil, Germany, and India, penetration rates are estimated at 20-30%. Tweet This Stat

    11.) Japan, Russia, and South Korea have Facebook penetration rates of less than 15%. Tweet This Stat

    12.) Facebook is restricted in China, resulting in a 0% penetration rate. Tweet This Stat

    The People of Facebook

    13.) There were 3,200 employees at Facebook as of the end of 2011, a 50% increase over 2010. Tweet This Stat

    14.) At $ 500,000 a year, Mark Zuckerberg makes three times more a year than Google’s co-founders did when they filed for their IPO in 2004. Tweet This Stat

    15.) Zuckerberg is trailed by COO Sheryl Sandberg and CFO David Ebersman, who both make $ 300,000 a year, the second highest salaries at Facebook. Tweet This Stat

    16.) Sandberg may only have the second highest salary, but she is the highest paid employee, even over Zuckerberg. In 2011, she ended up taking home $ 30,873,579. Tweet This Stat

    17.) Like Steve Jobs did as CEO of Apple, Zuckerberg plans to take a salary of $ 1 per year starting in 2013. Tweet This Stat

    18.) Zuckerberg owns 28% of Facebook, which could translate to $ 28 billion in worth after the IPO. Tweet This Stat

    Facebook’s Financial Information

    19.) Facebook has only been profitable for the last three years. But in 2011, they earned a profit of $ 1 billion, far more than Google and Zynga when they IPO’d. Tweet This Stat

    20.) In 2011, Facebook reported $ 3.711 billion in revenue, 88% more than the $ 1.974 billion they reported in 2010. Tweet This Stat

    21.) This revenue growth seems enormous, but the percentage of growth year over year is shrinking. They point out that annual revenue growth from 2009 to 2010 was 154%. Tweet This Stat

    22.) 85% of Facebook’s revenues come from advertising. Tweet This Stat

    23.) Zynga, the gaming developer who brought you the much beloved and bemoaned Farmville, accounts for 12% of Facebook’s revenue. It came from direct advertising they purchased, and processing fees related to purchase of virtual goods. Tweet This Stat

    24.) Marketing and sales expenses increased $ 243 million in 2011, or 132% compared to 2010. The increase was primarily due to payroll and benefits expense increases because of their 46% increase in headcount. Tweet This Stat

    25.) In 2011, diluted pro forma per share profits were 43 cents a share. Tweet This Stat

    26.) Share-based compensation expense increased from $ 2 million in 2010 to $ 43 million in 2011. Tweet This Stat

    27.) Facebook did not grant any stock options in 2011. Tweet This Stat

    When Facebook IPOs, will you be buying shares in the company?

    Image credit: Sean MacEntee

    beyond-facebook-ebook

     

    Connect with HubSpot:

    HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 

     


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    Life After Google is Now: 9 Pieces of Advice on How a New Site Can Succeed Without Search

    Posted by Stephen

    Illustrated London News has a 170 year history as a content and print company. Recently we made the obvious move to bring one of our print publications online – PODIUM an intelligent view of sport.

    Our major articles are in-depth interviews with sports stars, our commentary is from globally renowned pundits and we often do our own photo shoots. Cover stars so far have been Usain Bolt and Frankie Dettorri. Other Articles have focused on Golf, F1, The All Blacks, horse racing and the 2012 Olympics.

    On the face of it, that sounds like an SEO's dream – rich, unique content that search engines will love. It's a pity that does not help us one little bit.

    Am I going to get Search Engine traffic for "Usain Bolt" on a brand new website? To beat his own website, his sponsor Puma, the BBC or The Guardian? Not a chance.

    So I decided to abandon the un-loyal scraps of long-tail search and to Design for Social

    This is the tale of what I did to grow traffic for www.thepodiummagazine.com/ when SEO wasn't a viable option. There is still a lot more to do, but I think we have learned enough that it's worth sharing, for the attitude, strategy and outcomes so far.

    By engaging people in a social context, we can keep them coming back with each release and create own our own traffic streams and marketing channels outside of Google and search engines.

    WHAT DOES DESIGNING FOR SOCIAL MEAN?

     

    Podium V1

    PODIUM Version 1 with Facebook given equal weight as a web article
     

    We had a clear strategy to leverage Social from Day One

    1. Only the best goes online

    I chose to put less online. Only the best articles, and pieces we thought would spark debate, made it online. This means we didn't water down the user experience – readers only get the good stuff. Where Search would say "Stick everything online and pray for longtail" I believe the mantra for Social is "Don't bore me. Blow me away!".

    2. Twitter is for the Insider's View

    Twitter would be owned by the Print Editor, (Andy @sportingpodium). This means we have a highly knowledgeable sporting writer who is able to engage online with the people we cover. When you cover Usain Bolt and your writers are guys like F1's David croft, getting them to retweet your coverage of them IS your Twitter strategy.

    This is a virtuous circle of promotion, everybody taking part wins. Build this into your products and you have a marketing beast.

    3. Facebook is for Debate

    For Facebook, we decided to pick the most contentious article each edition and put it behind a like wall on Facebook.

    The article would sit on the site homepage, looking like an article, but when clicked on, would take people to the Facebook page. Our hope is that people will debate these articles on our Facebook page, thereby taking advantage of Facebook Edgerank, to make these articles pop up into everyone's feeds.

    4. It's all one product concept = better use of time and energy

    This meant we could cut down our energy expenditure on where we were trying to funnel people. Instead of diluting our energy trying to get people to Facebook, Twitter and the Website, we focus on the website and allow the strategy and mechanisms built into our use of Twitter and Facebook to naturally accrue users on those platforms.
     

    WHAT WE LEARNT

     

    Podium v2

    PODIUM Version 2 with Twitter and Facebook taking pride of place

    5. Do more of what is successful

    By the time we got round to Version 2, we found that Twitter was a steady audience builder. We wanted to promote Twitter in the same way as Facebook. We didn't do that by slapping a Twitter button onto the webpage.

    In the new design, we made Twitter and a Facebook a living part of the website. Social is not an afterthought, the website is now a Social Content Delivery Mechanic.

    6. Not everything succeeds

    Facebook is hard for us and we haven't cracked creating the conversation there yet. This is partly due to the exciting rigours of turning print writers into digital writers. But each success that we do make, in traffic spikes and twitter followers, builds a stronger and stronger internal business case to pursue this route with other titles.

    7. Jump on every opportunity

    This means monitor your Analytics daily! We need to turn every scrap of attention into engagement. To do this you need to react quickly.

     

    Data

     

    The debate piece

    The first spike was a forum that had picked up our F1 piece, which certainly provoked some controversy.

    I read their discussion and realised I could add something to it, so joined the forum and posted. This engagement kept the debate going, drove more traffic to the site and means we can go back in future and promote other F1 stories.

    Debate

    Note: I posted openly and clearly as Podium, clarifying a point without appearing spammy.

     

    The Wow! Piece

    Pixorama

    I saw this traffic spike in the Analytics and tracked it back to the artist's Dribbble page. He had created a Pixorama for us to illustrate a story and linked to us from his Dribble account to say it was going to be in the Magazine shortly

    This was not going to appear online but when I saw it and the traffic it was generating to our site from Dribbble, I knew it had to go on the site. I'm sure it is going to turn into awesome linkbait. 

    8. Partnerships = Win

    This comes in two forms

    Firstly, competitions for partners help us drive traffic but also allow us to make connection with brands in a scenario in which our first interaction is that we help them

    Secondly, as we write our own, exclusive content with major stars, we can share some of it with another website. They will send traffic and link to us to read the full article. Sharing your unique content is something that would be hard to do if you had your SEO hat on, but in the social world, its fine.

    As long as you have mechanisms set up to capture that visiting traffic on Facebook and Twitter, you are building your long term marketing channel. 

    9. Tools help

    We learnt what generated buzz and discussion and tried to work that into our future thinking. F1 has a crazy community!

    A tool like Followerwonk would be heresy to traditional print journalists as a means for deciding who is newsworthy, but it can now become part of our process in choosing who to cover, and who to talk to about specific sporting articles. 

    followerwonk

     

    Followerwonk allows you to see the most influential people who have a keyword in their bios.
     

    IN CONCLUSION

     

    We still have a ton to do. But we have great, unique content at our disposal and real subject matter experts to create our conversations.

    Long term, I am sure (and relieved) that the traffic we have seen and the community we are building will be a much better investment of our time and scarce resources than pure SEO.

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