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2016: The Year to Align Marketing & IT Departments

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Understanding the importance of marketing and IT alignment is one thing, but setting a plan for execution is a difficult challenge for any enterprise to undertake. This process involves disrupting well-established processes and embracing new, often radical, ideas around how separate teams can work together to deliver web experiences that match the sky-high expectations of the modern Internet user.

These slides explore:

Prescriptive advice to balance engagement & performance
Identification of problematic vendor technologies before they wreak havoc on your site

Proper strategy development to apply personalization based on user context

How IT and Marketers must work together to achieve faster and more profitable websites

Published in: Software
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2016: The Year to Align Marketing & IT Departments

  1. 1. & & Find Marketing and IT’s Common Ground December 2015 Mark Rudolph, CRO, Ghostery Ari Weil, VP Marketing, YOTTAA
  2. 2. & 2 Marketing and IT: On Two Different Paths Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved • Only 30% of marketers and 13% of IT execs describe their relationship as ‘collaborative’ • 63% in each group say they don’t share incentives * Source: 2015 CMO Digital Benchmark Survey
  3. 3. & 3 But a slow site has serious business consequences • According to Aberdeen, every 1-second delay resulted in: Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved 11% Fewer Page Views 16% Decrease in CSAT 7% loss in conversion
  4. 4. & 4Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved • Every 100ms of latency costs up to 1% of revenue. *1 • 46% of online shoppers cite checkout speed as the #1 factor in determining whether they will return to a site. *2 • Estimated cost of mixed content warnings on the top 100 internet retailers is $310M per annum. *3 • 80% of the digital vendors on a brand’s site are placed there indirectly. *4 *1 Amazon internal study 2013 *2 Radware internal study 2014 *3 Ponemon & Ghostery Mixed Content Warnings Study – April 2015 *4 Ghostery research *5 Akamai survey 2009 1% 46% $310M 80% 47% of revenue lost for every 100ms of latency1 of online shoppers that cited checkout speed as the #1 factor in determining whether they would return to a site2 estimated cost of mixed content warnings on the top 100 internet retailers per annum3 of the digital vendors on a brand’s site are placed there indirectly4 of consumers expect a page to load in 2 seconds or less5 But Numbers Show They Should Work Closely Together
  5. 5. & 5 Not Managing This Has a Direct Business Impact Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved GLOBAL PRIVACY COMPLIANCE ISSUES Lower Revenue Higher Operational Cost Negative Brand Perception PERFORMANCE GOVERNANCE SECURITY PRIVACY POOR CUSTOMER EXPERIENCE WASTED OPERATIONS TIME (MTTR) INCREASED ABANDONMENT RATES
  6. 6. & 6 About Ghostery • Founded in 2009 • Over 40 Million consumers rely on Ghostery’s Browser Extension and Mobile App to control how their data is shared online • Dominant provider of privacy governance solutions Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved
  7. 7. & 7 Ghostery Allows Safer, Faster, and More Trusted Digital Experiences Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved RETAIL TRAVEL FINANCIAL SERVICES CPG PUBLISHERS TECHNOLOGY
  8. 8. & 8 Ghostery MCM Exposes Long Redirect Chains Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved
  9. 9. & 9 Trackermap shows you where you slow tags are Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved
  10. 10. & 10 Case Study: A Place For Mom • Founded 15 years ago to help families find assisted living facilities for their loved ones • Largest senior living referral service in the U.S. and Canada Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved
  11. 11. & 11 Trackermap: BEFORE Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved
  12. 12. & 12 Trackermap: AFTER Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved
  13. 13. & 13 Reduction in Average Tag Count Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved
  14. 14. & 14 50% Fewer Vendors + 10% Page Latency Improvement = Better ROI Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved
  15. 15. & YOTTAA Automates Acceleration & Security for Leading Brands >500WEB APPS OPTIMIZED $1BREVENUE INFLUENCED
  16. 16. & 16 Misalignment: Performance vs. Content Aggregation Points Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved Browser CDN Firewall Web Servers LEGACY MODERN DAY ADCLB CONTENT AGGREGATION EXPERIENCE OPTIMIZATION CYBER SECURITY CONTENT ACCELERATION CONTENT AGGREGATION DMZ Servers DMZ ADCBrowser SOCIAL MEDIA PERSONAL- IZATION A/B TESTING PAYMENT GATEWAY RATINGS & REVIEWS LOCALIZATION ADVERTISING USER FEEDBACK BUSINESS ANALYTICS RECOMMEND CONTENT eCOMMERCE PLATFORM MARKETING AUTOMATION APP OPTIMIZATION ContextIntelligenceTM Platform INFRASTRUCTURE IaaS BUILD PaaS DEVELOP SaaS EXTEND AdaptiveCDN Interchange ContextAgent InstantON & AppSequencing ContextSAFE
  17. 17. & 17 Case Study: Moosejaw Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved Internet Retailer Top 500 The Most Fun Retailer on the Planet
  18. 18. & 18 Commerce Application Development Requires Many Scripts & Tags Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved 272 requests 9.2 megabytes
  19. 19. & 19 Requirement: Maintain 100% of content, but accelerate by 40% Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved Web Infrastructure Browser ContextIntelligenceTM Platform ContextAgentTM On-device Intelligence INJECT SEQUENCE DELAY
  20. 20. & 20 4D Optimization: Automated Acceleration with Machine Learning 26 Requests Completed in 2 Seconds To Start Rendering Page 135 Requests Completed in 6 Seconds To Fully Display Page Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved MACHINE LEARNING RULES ENGINE
  21. 21. & 21 Benefits of 4D: Faster Pages, Increased Conversions, Full Fidelity 36% Faster Time to Display 4.6% Lower Bounce Rate 17% Higher Conversion Rate Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved Dan Pingree VP Marketing, Moosejaw Performance was the main reason we selected Yottaa. A growing amount of our traffic comes from mobile so it is imperative that page loading speeds on mobile and tablet devices are as fast as possible. Yottaa helped us to significantly speed up performance on these devices resulting in a much better experience for our customers.
  22. 22. & & AT&T June 2015 Q & A&

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