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Accidental Screen Snooping Led to a Breakthrough Technology Identity theft is a very costly issue for businesses. Lower employee productivity and engagement are costly; and then there are the costs associated with what was stolen, be it IP, money or anything else. I was at a cybersecurity conference in Israel in 2017 and was sitting next to one of the cybersecurity experts. As we were talking, I realized I could see confidential documents on his laptop. I asked myself, “Why is it that I can see confidential documents on this guy’s laptop? It’s none of my business.” Here he was, a cybersecurity expert, and I was able to see his confidential information. When I got back from Israel, I couldn’t stop thinking about this issue, and when I looked into it further, I was shocked to learn there was no technology solution out there to ensure screen privacy. I was then introduced to a biometrics firm in Israel, and I gave them a project — what would it take to use biometrics to shut down a screen when an unauthorized person looked at it? Could it be done? After three months of research, they came up with a solution that became the genesis of Smart Eye Technology. Smart Eye Technology is a biometric-based identity authentication and secure file sharing platform. It keeps private documents private, protecting them from unauthorized viewing and restricting access to shared files. Multi-factor biometric authentication — which include fingerprint, facial and voice recognition — authorizes file access; whereas our continuous facial recognition keeps a document open, blocks screens from unauthorized viewing and provides a biometric-authenticated e-signature — the first of its kind. Smart Eye keeps files under the user’s control. Users can also set file access time limits; prevent downloading and further sharing; monitor file activity in real-time; and redact access any time, even after a file has been opened. —Dexter Caffey, founder and chief disruptor of Smart Eye Technology (smarteyetechnology.com), the world’s only all-in-

Wouldn’t it be nice to get the advice of a professional ad agency — without the cost of hiring one? In the age of algorithms, one has finally been created to jump-start a business’s doit-yourself marketing — and to get it right. The ADMANITY® Protocol is the algorithmic brainchild of entrepreneurs Brian Gregory, a former magazine publisher and advertising executive, and Roy Regalado, a former ad agency principal and small business consultant. From a quiz that takes about five minutes, ADMANITY’s proprietary algorithm can analyze the emotional characteristics of a business’s brand, instantly provide a briefing, then provide a 150-page brand analysis any ad agency would charge thousands for. Advertising — that irrational beast — has just been simplified. “We want to give small businesses the same advantage larger brands have without having to hire a professional ad agency,” says Gregory, ADMANITY’s CEO. And what makes all this possible? Identifying the emotions specific to a brand that will appeal to a prospective customer. The ADMANITY Protocol analyzes any brand based on the emotions a customer needs to feel to be persuaded to make a purchase. While buying decisions are influenced by the emotions identified by ADMANITY, most businesses mistakenly advertise based on non-emotional factors. ADMANITY created the first algorithm that isolates how businesses can use primal emotions to construct or support all brand communications. The 15 archetypes of ADMANITY are based on primal human emotions that cause an instinctive reaction once triggered — the 15 emotions that have sold every brand to the world. A brand can “trigger” these emotions using specific formulas provided by ADMANITY’s Brand Attraction Report. “Our goal is to focus the audience on the brand — not necessarily the business,” states Gregory. “For example, GEICO sells car insurance, but nobody really wants to buy car insurance. GEICO commercials make us laugh (the emotion of affinity) and connects the brand to that feeling. Thus, we buy the brand — not the insurance.” Clients of ADMANITY receive access to tactics, strategies, ad formulas, copywriting and agencylevel advice, a valuable roadmap for the hands-on entrepreneur or marketer. Once a client sees the answers in plain English, the ADMANITY Protocol

becomes a knowledge center for the Brand. “The test and Brand Brief provide exceptional insight,” states Gregory. “But the individual Brand Attraction Report is significant in that it’s like an owner’s manual for your brand. Every business should have one.” Technically speaking, the test is based on conditional logic, meaning the questions are based upon previous answers. With more than 1,600 data points considered within the algorithm, this creates the possibility of thousands of outcomes for the initial analysis found in the Brand Brief. The primary emotional archetype of each brand is identified in the Brief, leading to a specific Brand Attraction Report for that brand. A one-time fee provides the user immediate access to the test and, upon completion, presents the user’s Brand Brief. The user is then granted access to his Personal Portal, where he will find the business’s Brand Attraction Report. The report resides online in order for the business to provide updates and fresh content, specific to each archetype. Additionally, a virtual library of resources and future content created by ADMANITY is also accessible in the Personal Portal. “With the Brand Attraction Report and the multiple resources within each personal portal, users will have a virtual blueprint to develop their own advertising, social media and copywriting output,” states Gregory. “For the small business owner, it’s like having your own online ad agency at your fingertips.” —Roy Regalado, president of ADMANITY (www.admanity.com), which developed the first online system to identify and describe the best emotional advertising methods for any business, combining innovation with the understanding of human emotion.

one screen privacy and secure file sharing platform

DEC. 2020



A study this year from Aura Identity Guard and the Identity Theft Research Center, which looks to better understand the impact of identity theft on companies, found that identity theft can cost companies between $1.59m and $7.93m per year, largely a result of lower productivity and reduced engagement in work by impacted employees. identityguard.com

Photo courtesy of Smart Eye Technology (left)

Phoenix Startup Uses a Complex Algorithm to Simplify Advertising


Profile for InMedia

December 2020 Issue of In Business Magazine