The State of Marketing Technology Today The State of Marketing Technology Today
•Download as PPTX, PDF•
1 like•271 views
Larry Furr, VP Product, Ghostery Norm Morrison, Sr. Director, Perf. Mngt, & Principal Architect eBay Enterprise
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to The State of Marketing Technology Today The State of Marketing Technology Today
Similar to The State of Marketing Technology Today The State of Marketing Technology Today (20)
More from Ghostery, Inc.
More from Ghostery, Inc. (8)
Recently uploaded
Recently uploaded (20)
The State of Marketing Technology Today The State of Marketing Technology Today
- 1. The State of Marketing Technology Today March 2016 Larry Furr, VP Product, Ghostery Norm Morrison, Sr. Director, Perf. Mngt. & Principal Architect, eBay Enterprise
- 2. 2 Today’s Speakers Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved Norm Morrison Sr. Director, Perf. Management and Principal Architect at eBay Enterprise Larry Furr VP of Product at Ghostery
- 3. 3 The 2016 Marketing Technology Landscape Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
- 4. 4 Privacy isn’t the main reason for blocking – Only 17.45% of consumers cite privacy as the main reason Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 4 Source: Ghostery Extension Install Survey July/Aug 2015 8,518 responses
- 5. 5 Nearly 20% of Ghostery users believe their page load time is impacted by too many tags on a site Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 5 Source: Ghostery Extension Install Survey July/Aug 2015 8,518 responses
- 6. 6 Too Many Tags Can Result in Chaos Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
- 7. 7 Some Metrics We See From Opt-In Ghostery Users • Tag vs. Ad Density • Tag Speed, Page Speed • Non-Secure Tags (http) firing on Secure Pages (https) • Tag Failures Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 7
- 8. 8 Half Of Ad Tech Tags Take More Than 500ms to Load! 0 50 100 150 200 250 300 350 400 0-199 200-299 300-399 400-499 500-599 600-699 700-799 800-899 900-999 1000+ Ghostery Tag Index August 2015; Average Latency Across Top 1646 Tags AVERAGE LATENCY (ms) TOTALTAGS MEDIAN439ms AVERAGE519ms 800 Tags Average More Than 500ms To Load Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 8
- 9. 9 Source: Ghostery Extension Install Survey July/Aug 2015 8,518 responses 41% of consumers are concerned about how their security is impacted by Ad Tracking Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 9
- 10. 10 1/3 Of Tags Still Fire Non-Secure On Secure Pages 0 100 200 300 400 500 600 700 800 0% 0.01-1% 2-9% 10-24% 25-49% 50-74% 75-99% 100% Source: Ghostery Tag Index August 2015 Percent of Non-Secure Tag Loads on Secure Pages by Company AVERAGE % OF OCCURANCES TAG IS SECURE TOTALTAGS 350+ Tags Fire Non-Secure More Than 10% Of The Time 10Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
- 11. 11 Sources: * Ghostery Tag Index August 2015 Fortunately, Tags Only Fail To Load 2.21% of The Time Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 11
- 12. 12 What Does This Mean for Site Owners? Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved Expanding Marketing Technology Landscape Multiple Stakeholders Consumer frustration and mistrust from a miserable digital experience Poor Online Experience Lost Revenues & Higher Costs Billions of dollars of lost revenue and increased costs Slow pages killing commerce and ad revenues2,3 Data loss Security threats4 Privacy compliance risks5 Number of marketing technology companies doubled in 2015.1 Complexity increasing with growth of mobile and IoT + += Source: (1) ChiefMarTec.com. (2) Amazon internal study 2013. (3) Radware internal study 2014. (4) Ponemon Institute & Ghostery Mixed Content Warnings Study – September 2014. (5) European Global Data Protection Regulation.
- 13. 13 Tag governance at eBay Enterprise Measure the impact of integrations through: Page Mock-ups + Synthetic Testing or WebPageTest Live Site Tests Use a Tag Manager Escalate issues with bad tags to vendors and business owners, block repeat offenders Set up a governance process: • Establish method(s) for tracking tags • Ensure business relationships and owners exist for each tag • Establish, track and set budgets for KPIs • Mandate post onload for all but most critical/valuable integrations
- 14. 14 Tag Monitoring at eBay Enterprise Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved • Validation of critical business functions • Scripted, executing continuously 24/7 • Full detail on initiator, content, timing, errors • Immediately actionable Synthetic Monitoring Real User Monitoring (RUM) • Measures user’s page speed • Analyze speed by device type, browser, geography • Detail varies by browser and scenario • Dependent on user traffic
- 15. 15 Tag Monitoring Scenarios Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved Synthetic – Example #1 – Tag issue increases test load time Normal Performance Tag slowdown Tag removed
- 16. 16 Tag Monitoring Scenarios Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved Synthetic – Example #2 – Tag issue results in transaction failure Normal Performance Tag slowdown induces transaction failure
- 17. 17 Tag Monitoring Scenarios Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved RUM – Example #1 – Tag issue increases load time Tag slowdown impacts real user performance
- 18. 18 Tag Monitoring Scenarios Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved RUM – Example #2 – Tag issue impacts pageviews per minute Tag slowdown impacts user traffic
- 19. 19 Tag Monitoring Scenarios Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved RUM – Example #3 – Tag issue impacts pageviews per minute • RUM graph shows impact to pageviews • Business metric – conversions - unchanged
- 20. 20 Ghostery MCM: Delivers Up to 164% ROI on Martech Investments Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved PERFORMANCE Improves Customer Experience GOVERNANCE Increases Operational Efficiency SECURITY Reduces Abandonment Rates PRIVACY Strengthens Global Privacy Compliance +$6.2 million incremental revenue +$2.6 million incremental revenue +$2.5 million incremental revenue +$5 million incremental revenue and saved legal costs Business Result 10-25% improvement in page speed1 Up to 80% reduction in average time to resolution Reduce abandonment rates on secure pages up to 60%2 Brand favorability up by 36%3. Avoid fines of up to 4% of revenue Illustrative Annual Economic Impact - $500 million in global online sales and a $10 million digital marketing and technology budget Value Proposition Note: (1) Typical use case, Ghostery Case Study, 2015. (2) Ponemon Institute, 2014. (3) Dynamic Logic, 2010. Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
- 21. 21 The Results These Businesses Have Seen Working with Ghostery Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved Improved page speed by 10% and drove over $5M in incremental annual hotel bookings Regained ~$4M in lost revenue from user abandonment by identifying unsecure connections in purchase process Re-architected marketing technology stack resulting in 5% decrease in abandonment, and a .5% improvement in online conversions. Identified ad technology impacting the user experience and promoting ad blocking by selling data to competitors and slowing down pages. Enabled alignment for various functional teams across 1,100 web properties to ensure business needs are met while protecting the brand from regulatory action.
- 22. 22 Today’s Speakers Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved Norm Morrison Sr. Director, Perf. Management and Principal Architect at eBay Enterprise Larry Furr VP of Product at Ghostery
- 23. 23Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved Q & A
Editor's Notes
- Tag manager allows control and easy changes. Can also enforce policies like maximum load time and forcing after onload If you don’t have a tag manager, make sure each tag has a well documented kill switch Ghostery for: Parent / Child relationships Latency Panel data – what are real users experiencing Plug-in: enable / disable specific tags, see details on vendor, host, etc. Governance: First review may identify multiple tags with no owner that can be immediately removed Budget for total # of tags/hosts key – don’t just allow each parent 5 children KPIs: Latency per tag - Ghostery Parent tags per page and Child tags per parent Hosts per page Bytes per page