Profiling The Fraudster

Profiling The Fraudster
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The ultimate guide to Google AdWords is fully updated for its third edition This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies. The book provides insight into AdWords' functionality and advanced features, explaining how they work and providing tips, tactics, and hands-on tutorials, which readers can immediately use on their own PPC campaigns. The third edition features more than 50 pages of new material and has been completely revised to cover all the changes to Google's system, including changes to the campaign structure, bid modifiers, new quality score analysis techniques, and the latest ad extension updates. Expert author Brad Geddes gives advanced insight, direction, and strategies for every aspect of using AdWords to create and manage a successful pay-per-click marketing campaign, and also shows you the best tools and techniques for keyword research, including negative keywords. In addition you'll: Discover how to craft winning ad copy, and explore advanced PPC campaign optimization techniques, including how to optimize for a good quality score Explore the intricacies of the Display Network and learn how to interpret reports Learn how to use the AdWords Editor to create thousands of keywords and ad copy configurations Understand advanced bidding strategies, and how to best organize and manage an AdWords account Learn how to best test everything from landing pages to ad copy The book concludes with detailed chapters on understanding, interpreting, and acting upon the detailed AdWords reports so you can confidently make decisions to positively impact your campaigns. Advanced Google AdWords is detailed, in-depth, and full of insights, techniques, tips, tactics, and fascinating real-world case studies, making it the ultimate step-by-step guide for developing advanced AdWords expertise.

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TheWiley Corporate F&A series provides information, tools, and insights to corporate professionals responsible for issues affecting the profitability of their company, from accounting and finance to internal controls and performance management.

Founded in 1807, JohnWiley & Sons is the oldest independent publishing company in theUnited States.With offices in North America, Europe, Asia, and Australia,Wiley is globally committed to developing and marketing print and electronic products and services for our customers’ professional and personal knowledge and understanding.

Profiling the Fraudster

Removing the Mask to

Prevent and Detect Fraud

SIMON PADGETT


title page

Cover image: © iStock.com/Terry Bridges

Cover design: Wiley

Copyright © 2015 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data

Padgett, Simon

Profiling the fraudster: removing the mask to prevent and detect fraud / Simon Padgett.

pages cm. – (Wiley corporate F&A series)

Includes bibliographical references and index.

ISBN 978-1-118-87104-1 (hardback)

1. Corporations-Corrupt practices. 2. White collar crimes. 3. Fraud. 4. Fraud-Prevention. 5. Fraud investigation. I. Title.

HV6768.P33 2014

658.4'73-dc23

2014034566

This book is dedicated to all the honest people in the world who face the uphill daily survival challenge while watching others steal their way to a luxury lifestyle. People with integrity have shaped my life and this book.

Preface

THE TYPICAL ORGANIZATION LOSES 5 PERCENT of its annual revenue to fraud. Applied to the estimated 2011 gross world product, this figure translates to a potential total fraud loss of more than $3.5 trillion worldwide, according to the Association of Certified Fraud Examiners (ACFE) Report to the Nations, 2012. So, put in context, fraud is material.

Profiling is a part of everyday life for all of us, using previous experiences to determine how we get through the day's activities. Indeed, when we approach winter months we know that we need warmer clothing. Why, because last winter told us so. When we drive through an intersection or the stoplight turns red, we know exactly what to do or how to react to the event because we have done it so many times before. More to the point, we can identify the cold of winter and the challenges we face while driving because we have seen the patterns on numerous occasions before, and our brains have analyzed the information at that time, stored the patterns of data, and drawn on the stored memory to deal with the current event. Then consider your favorite sport and trying to work out who will win. In the same way that we recall previous events, we also recall previous history of individual sports teams and individuals. Soccer players of a certain age may be in their peak, rugby players from a certain continent may win more games, and marathon runners from certain African countries are always likely to run the fastest times. This is everyday profiling of individuals based on previous experiences. If this process works in dealing with the characteristics of day-to-day activities and people we come into contact with, then why is this process of profiling not more prevalent in the fight against fraud? It can be seen that many forensic investigations do not have a formal process for either drawing from or contributing to fraud type and fraudster profiling.



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