Getting the FBI Background

After setting the appointment for the fingerprinting from fieldprint.com I went to the appointment on time. The location I chose was a camera store. They had the fieldprint fingerprinting machine there and after logging into the system they confirmed my appointment in the online portal. It tool less than 5 minutes to scan a full set of my prints. A few hours later I had an email letting me know my FBI report was ready for download.

The email confirmation contained a link for me to follow to get to my report. I logged into the system and was prompted to request a verification code. A few seconds after making the request I got an email with the code. From there it was a quick copy – paste and the online portal gave me the official FBI background report in a PDF format. I downloaded it to my computer. It was such good news to read the FBI did not have any criminal record on me.

Apostilling The FBI Background

Spain requires the FBI report to be apostilled by the U.S. State Department which is located in Washington D.C. To accomplish this from my location in Phoenix AZ I found monumentvisa.com provided the service. The website provides an online application, online payment, and a document upload where I was able to provide the pdf for my FBI report. Monument Visa will print the report and hand carry the FBI report to the State Department to make the apostille request. The State Department takes two days to complete the appostilling. After two days, Monument Visa retrieves the apostilled document and mails it to me. They have a few return options including a free, 3 day USPS with tracking, and for extra fee they can provide next day shipping.

I’ve completed the form, uploaded my FBI report, and made payment. A few hours later I had an email confirmation of the payment. Early the next morning I had an email from Monument Visa letting me know they had everything they needed for the appositilling and that they would be delivering the document to the State Department the next morning. And three days later, they sent me confirmation they had my apostilled documents and had mailed them. the email included the USPS tracking number.

Next blog I’ll let you know how it goes.

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Getting your extended stay Visa

There are a few steps to cover before you can get the extended stay Visa. Most of the consulates will require that you meet specific criteria which can be:

  1. FBI background check
  2. Financial stability
  3. Medical release
  4. Insurance
  5. Application
  6. Translations
  7. Appointment at the consulate

The first thing to do is set the appointment with the consulate. Most of them provide an online calendar. I couldn’t find anything less than 60 days out so you’ll have time to get all of the paperwork and legwork done. However, the FBI and Insurance requirements will take a long time to complete, and 60 days goes by pretty fast when you’re trying to get something done from the government. Apostilling these documents will take even longer. Once you have your appointment set, it’s time to get the FBI background report.

FBI Channeler

There are a few FBI channelers that can expedite the process. You can find a list of approved channelers on the FBI website, here. For my purpose and location I went with Fieldprint. I also liked their modern — online processing and scheduling system — better than many of the other services which were all done by traditional mail. The FBI report is sent in PDF to the email you registered. For some countries, that’s all you need is the report, but some will require apostilling. I’ll explain this process later.

The channeler company will schedule you for a fingerprinting appointment and once they scan your prints, you’ll need to complete the FBI request form. With Fieldprint, I completed the form online, than waited for them to approve the form. Within a day I received an email from them notifying me that I was approved and they provided a link to complete my appointment. I followed the link from the email and logged into the platform using the username and password I set up previously. There were a few more questions to complete for my height, weight, eye color, etc. before the appointment could be set. I chose the location closest to me that had Saturday appointments available, and set the date and time. After completing the payment ($50), I was finished. Fieldprint emailed me confirmation of the appointment, and another for the payment receipt.

I’ll cover the fingerprinting appointment in the next post.

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Attribution Solution Models

I developed these attribution solution models the afternoon following a long meeting where I was trying to explain to my coworkers at the advertising agency why data integrity is the most important task in advertising. This wasn’t the first time I was trying to speak science to a group of creative experts. As you may well imagine, my opportunities in an advertising agency to speak to coworkers about data in general are infrequent. One of the important elements in advertising that I have learned from my coworkers is that advertisements need to be believable. In digital advertising we preach – relevancy in advertising. The brand message must also be passionate. These are all key components for a data scientist, and I think maybe even more emphasized when working at an advertising agency.passionat models

Attribution Solution Models

Believable, Relevant, and Passionate 

 The attribution problem has two models. The first model is when the client business is a franchise and the second model is for non-franchise businesses. At the top of both models is the consumer purchase. This works for all cases including website properties that are not ecommerce enabled. The end result the client is seeking for the return-on-advertising-spend (ROAS) is a sale to the consumer. All of the relevant information about this sale is then uploaded to the customer relationship management platform such as Salesforce, Zoho, Oracle. Netsuite, Hubspot, etc. Some of this information is used by the marketing team and the advertising team to develop advertising strategy in the feedback loop. From the feedback loop the advertising methods for the offline and online channels is rolled out. The advertising directs the consumer’s to the website.

Attribution Model 1 and Attribution Model 2

Once the consumers are at the client website the two models separate. For the franchise the consumer is typically introduced to the products, services, and features and then directed to a particular franchisee. For example many banks have a corporate website that helps to guide the consumer to the closest branch office. Each branch office may have their own website or a subdomain of the corporate site. The national basketball association (NBA) is an example of this method where each of the individual teams has a subdomain of the primary, nba.com domain. The non-franchise attribution solution models skip this step. From there moving forward, the two models become identical once again.

The Attribution Problemattribution solution problem

The attribution problem model now identifies the first problem. “Lack of data reliability.” This is usually the case when working with Google and Adobe Analytics as the primary data management platform (DMP). Not because Google Analytics is a bad platform, it is an excellent platform. The cause is usually that the platform rarely gets configured to meet their business strategy. There are over 100 customization settings in Google Analytics that must be configured to correctly track and to correctly report website information. The customization also affect advertising performance, user experience and behaviors, and conversion metrics. Usually, the business installs the tracking code on the web property and that is the extent of the platform development. In short, the reliability of the data coming from the website ranges between 25% and 30%.

When a chief marketing officer, digital marketing professionals, and other executives saying something similar to: “we’ve tried optimization techniques like A/B testing, SEO and SEM and other methods and none of those ever increase the bottom line revenue.” It’s a “Reliability Issue” red-flag.
attribution solution models 1

Finishing the Attribution Problem Modelfranchisee

Moving up in the franchise model to the franchisee website typically leads to a dead end for data collection and data analysis. At best – it’s more of the same reliability issue. Some franchisees have autonomy for their advertising strategy, website tracking, performance optimizations, etc. and the only information they feedback to the franchise are completed sales. The attribution solution models represent this lack of transparency with a large question mark.

The In-store, Brick and Mortar Attribution Model

On the far left side of each attribution solution models are the brick and mortar variable. This is usually called the in-store visit. The consumer has seen the advertisement(s) and visited the website and then made a purchase at a store location. Alternatively,  they saw the advertising and did not visit the website but did go to a store and purchase. The later posing the nearly impossible to solve attribution problem. As such, I’ve left that consumer path out of the attribution solution models. While there are some sketchy (at best) methods for tracking these consumers it is usually in violation of privacy policies. Many of these methods do not follow good advertising practice. Besides the possible legal implications, I leave it off of my attribution problem models because my attribution solution models (ASM) provides a fairly precise method for accurately attributing to that consumer segment.

An Attribution Solution Model

The attribution solutions models is a process I’ve developed over the last 12 years while working with many different business verticals. Over this time I’ve primarily used  Google Analytics and Adobe Analytics for data management platforms. The solution begins with the development of the attribution solutioning model guidelines. The Attribution Solution Model Guidelines (ASMG) is a comprehensive technical document. The content of this document is intended for a Tag Management Developer and a Google Analytics Developer. The guidelines provides specific information they will require to accomplish the attribution solution shown in the article images. There are four sections to the ASMG .

  1. The website analysis or Site Tracking Assessment
  2. A list of specific request for the client and the website developer.
  3. The tag management developer guidelines
  4. The Google Analytics developer guidelines

attribution solution models

The attribution solution models, non franchised business.
attribution solution models

If your company or your agency would like more information on the attribution models discussed above please contact me.
A  primer for attribution modeling

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