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Discover how Adidas is using data science to deliver third-party governance

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Presented at Velocity Amsterdam 2016 with Thomas Gieling
The importance of third-party governance cannot be understated, yet developing an effective strategy can prove difficult. Adidas has pioneered an innovative approach that allows it to maintain flexibility while delivering a comprehensive third-party governance program—a strategy built around data science. Drawing on examples from Adidas, Kristian Skoeld explains how and why a data-driven approach can deliver greater insights into front-end performance and continuous delivery while encouraging collaborative working practices across departments

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Discover how Adidas is using data science to deliver third-party governance

  1. 1. # DBC .com experience, 08/11/2016 KRISTIAN SKÖLD & THOMAS GIELING 3RD PARTY GOVERNANCE
  2. 2. 2 adidas Group Senior Solution Architect @thomasgieling THOMAS GIELING SOASTA Strategy Solution Director @kskoeld KRISTIAN SKÖLD
  3. 3. AGENDA 1. INTRODUCTION 2. PAST 3. PRESENT 4. FUTURE
  4. 4. 80 WEBSITES 38 MARKETS 4 BRANDS 15 LANGUAGES GLOBAL PLATFORM
  5. 5. INTRODUCTION BRAND EXPRIENCE SHOPPING EXPERIENCE HIGH QUALITY GRAPHICS BRANDED FONTS CAMPAIGNS USER GENERATED CONTENT PRODUCT RANGE CHECKOUT SEO / SEM
  6. 6. 3RD PARTIES ARE … COOL! OTHERWISE WE WOULDN’T HAVE SO MANY!
  7. 7. 80 WEBSITES 38 MARKETS 4 BRANDS 15 LANGUAGES 60+ 3RD PARTIES PER SITE GLOBAL PLATFORM
  8. 8. HOW DID WE GET TO THIS POINT?
  9. 9. 10 EARLY STAGES ALL 3RD PARTIES WERE DIRECTLY INTEGRATED IN THE SITE FULL CONTROL BY THE DEVELOPMENT TEAM LIMITED AMOUNT OF TAGS NO PERFORMANCE ISSUES UNABLE TO KEEP UP WITH THE REQUIREMENTS
  10. 10. 11 TAG MANAGEMENT DATALAYER IMPLEMENTED BY DEV TEAM TAG MANAGEMENT MAINTAINED BY BUSINESS EXPONENTIAL GROWTH OF THE AMOUNT OF TAGS NO FOCUS ON PERFORMANCE WELCOME ANARCHY AND FINGER POINTING
  11. 11. HOW DO WE GET OUT OF THIS?
  12. 12. 13 COMMON GOAL: PERFORMANCE AGREEMENT ON SHARED RESPONSIBILITY LET THE EXPERTS MAKE THE DECISIONS DATA DRIVEN DECISIONS
  13. 13. SOASTA ESTABLISH A FACT BASED STATUS QUO HOW MANY 3RD PARTIES IDENTIFY BUSINESS OWNERS DETERMINE VALUE DETERMINE IMPACT
  14. 14. 15 HOW MANY 3RD PARTIES AND WHICH
  15. 15. mPulse RUM data shows us… +12551 domains used just once 2801 Third party domains loaded by real users on adidas.de only over the course of 2 weeks
  16. 16. 17 4th 5th ... parties http://requestmap.webperf.tools/
  17. 17. 18 CREATING AN INVENTORY OF 3RD PARTIES
  18. 18. 19 CREATING AN INVENTORY OF 3RD PARTIES VALUE
  19. 19. 20 CREATING AN INVENTORY OF 3RD PARTIES IMPACT?
  20. 20. 21
  21. 21. QUALTRICS – A REAL WORLD EXAMPLE FEEDBACK TOOL 20 REQUESTS 300 KB 8kb cookie
  22. 22. REAL WORLD EXAMPLE A/B TEST 50/50 SPLIT MEASURE PERFORMANCE IMPACT IN SOASTA
  23. 23. 24 QUALTRICS A/B TEST 0,85 0,9 0,95 1 0 ms 50 ms 100 ms 150 ms 200 ms 250 ms 300 msLoadTimeDifference Diff Load Time ms Significance significance threshold Cumulative results over 2 weeks High Significance… but only 38ms slower
  24. 24. 25 DON’T JUMP ON YOUR FAVORITE VICTIM
  25. 25. 26 USE FACTS AND DATA SCIENCE
  26. 26. 27 SESSION LENGTH vs LOAD TIME page load time sessioncount avgsessionlength
  27. 27. 28 0 2000 4000 6000 8000 10000 12000 0 0,05 0,1 0,15 0,2 0,25 0,3 Conversion Impact Score Median Load Time PRIORITIZING STEP 1 - CONVERSION IMPACT SCORE https://www.soasta.com/blog/website-monitoring-conversion-impact-score/
  28. 28. 29 PRIORITIZING STEP 2 – 3RD PARTY IMPACT SCORE 0 50 100 150 200 250 300 350 400 450 0 0,01 0,02 0,03 0,04 0,05 0,06 MedianResponseTimeinms LoadTimeImpactScore Slow… ...but not importantWhat about this one?
  29. 29. 30 OPTIMIZELY RESPONSE TIMES OF BLOCKING JS median 310ms 75th pctl 780ms #pageviews response time in ms
  30. 30. 31 OPTIMIZELY RESPONSE TIMES VS SESSION LENGTHS #requests avgsessionlength response time in ms
  31. 31. 32 BUSINESS DELIVERS VALUES DATA SCIENCE DELIVERS FACTS ON IMPACT DECISION PROCESS BECOMES FACT DRIVEN FOR EVERY 3RD PARTY
  32. 32. 33 NEW TAG GOVERNANCE PROCESS 3STEPS TO DETERMINE IMPACT BEFORE IMPLEMENTATION ASK THE VENDOR QA / DEV VALIDATE EXPERIENCE PRODUCTION A/B TEST + DATA SCIENCE
  33. 33. WHAT’S NEXT?
  34. 34. 35 APPLY GOVERNANCE PROCESS TO ALL FUTURE AND CURRENT TAGS ENSURE PERFORMANCE IS PART OF THE CONTRACT TIMING ALLOW ORIGIN
  35. 35. 36 SET UP MONITORING SLA’S BASED ON IMPACT DEFINE PLAYBOOK FOR ALERTS WORK ON A SELF HEALING SYSTEM TIMEOUT BASED SCRIPT INCLUDES
  36. 36. 37 IMPLEMENT A NEW FRONT END ARCHITECTURE PURE FRONT END PROGRESSIVE WEB APP MOBILE FIRST
  37. 37. 38 EVENT DRIVEN TAG LOADING BASED ON IMPACT SERVER SIDE TAG MANAGEMENT
  38. 38. Q A&
  39. 39. THANK YOU #Digital Brand Commerce

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