# DBC

.com experience, 08/11/2016

KRISTIAN SKÖLD & THOMAS GIELING

3RD PARTY GOVERNANCE

2

adidas GroupSenior Solution Architect

@thomasgieling

THOMAS GIELING

SOASTAStrategy Solution Director

@kskoeld

KRISTIAN SKÖLD

AGENDA

1. INTRODUCTION

2. PAST

3. PRESENT

4. FUTURE

80 WEBSITES

38 MARKETS

4 BRANDS

15 LANGUAGES

GLOBAL PLATFORM

INTRODUCTION

BRAND EXPRIENCE SHOPPING EXPERIENCE

HIGH QUALITY GRAPHICS

BRANDED FONTS

CAMPAIGNS

USER GENERATED CONTENT

PRODUCT RANGE

CHECKOUT

SEO / SEM

3RD PARTIES ARE … COOL!

OTHERWISE WE WOULDN’T HAVE SO MANY!

80 WEBSITES

38 MARKETS

4 BRANDS

15 LANGUAGES

60+ 3RD PARTIES PER SITE

GLOBAL PLATFORM

HOW DID WE GET TO THIS POINT?

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

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

HOW DO WE GET OUT OF THIS?

13

COMMON GOAL: PERFORMANCE

AGREEMENT ON SHARED RESPONSIBILITY

LET THE EXPERTS MAKE THE DECISIONS

DATA DRIVEN DECISIONS

SOASTA

ESTABLISH A FACT BASED STATUS QUO

HOW MANY 3RD PARTIES

IDENTIFY BUSINESS OWNERS

DETERMINE VALUE

DETERMINE IMPACT

15

HOW MANY 3RD PARTIES AND WHICH

mPulse RUM data shows us…

+12551domains usedjust once

2801Third party domains loaded by real users

on adidas.de only over the course of 2 weeks

17

4th

5th...parties

http://requestmap.webperf.tools/

18

CREATING AN INVENTORY OF 3RD PARTIES

19

CREATING AN INVENTORY OF 3RD PARTIES

VALUE

20

CREATING AN INVENTORY OF 3RD PARTIES

IMPACT?

21

QUALTRICS – A REAL WORLD EXAMPLE

FEEDBACK TOOL

20 REQUESTS

300 KB

8kb cookie

REAL WORLD EXAMPLE

A/B TEST

50/50 SPLIT

MEASURE PERFORMANCE IMPACT IN SOASTA

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 msLo

ad

Tim

e D

iffe

renc

e

Diff Load Time ms Significance

significance threshold

Cumulative results over 2 weeks

High Significance…but only 38ms slower

25

DON’T JUMP ON YOURFAVORITE VICTIM

26

USE FACTSAND

DATA SCIENCE

27

SESSION LENGTH vs LOAD TIME

page load time

se

ssio

n c

oun

t

avg

se

ssio

n le

ng

th

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/

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

Me

dia

n Re

spo

nse

Tim

e in

ms

Loa

d T

ime

Imp

ac

t Sc

ore

Slow…...but not importantWhat about

this one?

30

OPTIMIZELY RESPONSE TIMES OF BLOCKING JS

median310ms

75th pctl780ms

# p

ag

e v

iew

s

response time in ms

31

OPTIMIZELY RESPONSE TIMES VS SESSION LENGTHS

# r

eq

uests

avg

se

ssio

n le

ng

th

response time in ms

32

BUSINESS DELIVERS VALUESDATA SCIENCE DELIVERS FACTS ON IMPACT

DECISION PROCESS BECOMES FACT DRIVENFOR EVERY 3RD PARTY

33

NEW TAG GOVERNANCE PROCESS

3 STEPS TO DETERMINE IMPACT

BEFORE IMPLEMENTATIONASK THE VENDOR

QA / DEVVALIDATE EXPERIENCE

PRODUCTIONA/B TEST + DATA SCIENCE

WHAT’S NEXT?

35

APPLY GOVERNANCE PROCESSTO ALL FUTURE AND CURRENT TAGS

ENSURE PERFORMANCE IS PART OF THE CONTRACT

TIMING ALLOW ORIGIN

36

SET UP MONITORING SLA’S BASED ON IMPACTDEFINE PLAYBOOK FOR ALERTS

WORK ON A SELF HEALING SYSTEM

TIMEOUT BASED SCRIPT INCLUDES

37

IMPLEMENT A NEW FRONT END ARCHITECTURE

PURE FRONT END

PROGRESSIVE WEB APP

MOBILE FIRST

38

EVENT DRIVEN TAG LOADINGBASED ON IMPACT

SERVER SIDE TAG MANAGEMENT

QA&

THANK YOU

#Digital Brand Commerce