Fluent Conf 2017 3rd Party Friend or Foe

3rd Parties: Friend or Foe
and how to deal with them
Kristian Sköld
@kskoeld
MeasureWorks B.V.
©Kristian Skoeld 2017 @kskoeld Fluent Conference 2017

Kristian Sköld
@kskoeld

sjuksköterska

Slides => http://bit.ly/adidas-3rdParty
adidas Group
Senior Solution Architect
@thomasgieling
THOMAS GIELING
SOASTA
Strategy Solution Director
@kskoeld
KRISTIAN SKÖLD
Amsterdam 2016

3rd Party?

JavaScripts Tag on
your pages which
load stuff not served
or controlled by you.

Like These Guys

3rd Parties
are
COOL

Fluent Conference 2017
YOU CRAZY?

They help Business…
Personalization
Tag Management
Marketing Campaign Analysis
Customer Feedback
Chats
Ad Placements
Retargeting
User Profiling
Split Testing

But…
But...
they are BAD !!!

Business
IT

How Do We
Get Out Of
This?

Don’t Fight…
...Work Together

DEFINE
GOAL
DISCOVER
EXECUT
E
VALIDATE

GOAL
FASTER SITE
IMPROVE RATE
BOUNCE-
RETENTION-
CONVERSION-
NPS
…
BUSINES
S

IMPROVED RATE
BOUNCE-
RETENTION-
CONVERSION-
NPS
…
FASTER SITE
{RETURN ( )};
=>
( )

Common Goal: Performance
•Agreement on shared responsibility
•Let the experts make the decisions
•Data driven decisions

How important is
Performance
…and where?

Performance Impact on User Behavior
Area of linear correlation

Performance Impact on User Behavior
Area of linear correlation
Pages /Session

Which Pages are most relevant?
Focus your
efforts here

Performance and User Satisfaction
Slower performance
resulted in users
giving lower scores
for the same design
What does that
do to your NPS
or Csat score?

ESTABLISH A FACT BASED STATUS
QUO
• HOW MANY 3RD PARTIES?
• IDENTIFY BUSINESS OWNERS
• DETERMINE VALUE
• DETERMINE IMPACT

Sponsors & Business Case
3rd Party Owner Purpose/
Value
Business
Benefit
Performance
Impact

How many do you
have?

How Many Third Parties and Which

http://requestmap.webperf.tools/
4th
5th
...
parties

Start Managing
what you control

Let’s classify 3rd Party Levels
I host &
control it irst Party
First Party served by
someone else (e.g. CDN)
Someone else
controls it hird Party
I put the
tag onF
T
T
1
T
2
Which
loads
T3
Which
loads
T4
Which
loads
…
F
T

What does that look like?
ThirdPartyDrag

HTTPArchive Results
Rank Top 1000 – 2017-05-15
4649
Different T1 hosts

Sponsors & Business Case
3rd Party Owner Purpose/
Value
Business
Benefit
Performance
Impact
Optimizely John - PO Testing - CRO ?
Facebook Marketing Lead Gen $30k/qtr
ShowMeAgain Marketing Retargeting $100k/annum
GTM Lucy - IT Making IT
life easier
?
HotJar Susan’s Team … ?
CoolThing ? ?

Performance
Impact

Data,Data,Data

Third Party Impact Score
Highest Impact on
User Behavior =
Session Length
Correlating RUM
Resource Timings to
Session Information
Data collected and
analyzed with mPulse®
(Akamai) or use other
data sources like
Boomerang.

Impact of each T1
Run Synthetic tests
• Top 10 URLs of page type
• On private WPT instance
• Different times of the day
• 5-9 test runs each time
• Block each T1 individually
• Calculate differences of median
timers from original
=>use relative change in % instead of
absolute ms
T
1
What Would the
Load Time be, if it
wasn’t on?
This is heavy lifting – automate it!!!

Result
3rd Party Owner Purpose
/ Value
Business
Benefit
Performance
Impact
Visual Impact Relative
Impact Score
Estimated
Perf Impact
on Business
Optimizely John -
PO
Testing -
CRO
?
+3.4% +9.9% 0.032 -1.8%
DoubleClick
Marketing Lead Gen $30k/qtr
+0.6% +9.9% 0.027 -1.6%
ShowMeAgain Marketing Retargeting $100k /annum
+5% +1% 0.015 -1.4%
HotJar Lucy -
IT
Making IT
life easier
?
+2.1% +6.2% 0.007 -1.1%
Twitter Susan’s
Team
… ?
+5.8% +4.9% 0.007 -1.0%
…
85% Visual complete
Fully Loaded,
domInteractive,
…

PLAN & EXECUTE
3rd Party Owner Purpose
/ Value
Business
Benefit
Perf.
Impact
Visual
Impact
Relative
Impact
Score
Estimated
Perf Impact
on Business
Action
Optimizely John -
PO
Testing -
CRO
? +3.4% +9.9% 0.032 -1.8% LOAD ASYNC
DoubleClick
Marketing Lead Gen $30k/qtr +0.6% +9.9% 0.027 -1.6% -
ShowMeAgain Marketing Retargetin
g
$100k
/annum
+5% +1% 0.015 -1.4% REMOVE
HotJar Lucy - IT Making
IT life
easier
? +2.1% +6.2% 0.007 -1.1% -
Twitter Susan’s
Team
… ? +5.8% +4.9% 0.007 -1.0% -
…

http://bit.ly/3rdPartiesOnYourSite
@AndyDavies
@SimonHearne

Tools

Tools
• Webpagetest.org
• requestmap.webperf.tools
• Spof-O-Matic
• github.com/SOASTA/boomerang (aka mPulse as Enterprise Tool)
• Ghostery

Let’s Start Managing
3rd Parties
…together with
Business

Thank You
@kskoeld

Fluent Conf 2017 3rd Party Friend or Foe

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