The document discusses intelligent prefetching, which uses machine learning to predict the next pages a user is likely to visit on a website in real-time. It prefetches these pages to decrease load times and increase conversions. It provides an example of how prefetching can save an average of 22 seconds per user session and 25% of average load speed. While prefetching can help speed, each business has different optimization needs like segmentation, prediction, or conversion factor analysis that machine learning can address. Cloud services now make these types of customized tools scalable and accessible to start using today.

1. Beyond the Clouds

3. Its getting easier and
easier to create
services that scale to a
billion users

5. SaaS increasingly run on PaaS

6. Build Buy

7. GDPR?

8. Build your own
web analytics?

10. Bespoke,
real-time
services are
very impactful

12. Demo:
Intelligent Prefetching
PREFETCHIN
G

14. Intelligent prefetching uses
digital analytics to make URL
predictions in real-time.
Those predictions are applied
through a tag manager to
prefetch the next page, to
increase website conversion.

15. PREDICTION SWEET SPOT
Very simple website. Most popular page good model
Complicated but has pattern. Machine learning mode
Unique for each visitor. No pattern, no model possible

16. Best Possible vs
Model

18. Google Cloud
Platform

19. {‘prediction’:’/product/next-page2’,
’probability’:0.67}
{‘url-sequence’:
[‘/product/page1’,’/product/page3’,
‘/product/page4’]}
PREFETCHING
~2 secs

20. Without
Prefetching
With
Prefetching
Session Time Difference
Page 1 8,5 8,5 0
Page 2 8,8 6,8 -2,0
Page 3 9,6 3,2 -6,4
Page 4 5,4 2,8 -2,6
Page 5 14,1 3,1 -11,0
Total 46,4 24,4 -22,0
Effect on session time

21. Serverless
infrastructure
making ~3
predictions a
second at ~2 sec
latency
Saving on
average 25%
in average
user’s load
speed
experience

22. Hardest bit
• Load speed a good use case as most
websites would like to be faster
• But every business is different
• Actions that can be optimised via machine
learning include:
• Clustering and segmentation
• Prediction and forecasting
• What factors led to a known conversion

23. Infrastructure works with different input / output
?
?

24. Cloud services have
lowered the bar to scalable,
customised tools
You can start using them
today

25. The limiting factor
is only ambition