CASE STUDY BACKGROUND INVESTIGATING THE ACCOUNT We investigated the account and discovered four main issues to address in our Google Shopping strategy: fraud, offline orders, inefficiency in the paid search program, and a long sales cycle. Fraudulent Purchases Fraud accounted for a large portion of daily purchases from ItsHot.com. This made reporting a nightmare: how do we account for the false revenue generated by fraudulent transactions? We needed to remove these values in as close to real-time as possible, to ensure the bogus dollars don’t affect bidding and other strategy decisions. Manual Orders Like other retailers of high-ticket or luxury items, ItsHot.com also recorded a large number of transactions manually (from orders made over the phone, for example.) The problem was

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