The State of Marketing Technology Today The State of Marketing Technology Today
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Transcript of The State of Marketing Technology Today The State of Marketing Technology Today
The State of Marketing Technology Today March 2016Larry Furr, VP Product, GhosteryNorm Morrison, Sr. Director, Perf. Mngt. &Principal Architect, eBay Enterprise
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Today’s Speakers
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Norm MorrisonSr. Director, Perf. Management and Principal Architect at eBay Enterprise
Larry FurrVP of Product at Ghostery
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The 2016 Marketing Technology Landscape
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Privacy isn’t the main reason for blocking – Only 17.45% of consumers cite privacy as the
main reason
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Source: Ghostery Extension Install Survey July/Aug 2015 8,518 responses
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Nearly 20% of Ghostery users believe their page load time is impacted by
too many tags on a site
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Source: Ghostery Extension Install Survey July/Aug 2015 8,518 responses
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Too Many Tags Can Result in Chaos
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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
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Half Of Ad Tech Tags Take More Than 500ms to Load!
0-199 200-299 300-399 400-499 500-599 600-699 700-799 800-899 900-999 1000+0
50
100
150
200
250
300
350
400Ghostery Tag Index August 2015; Average Latency Across Top 1646 Tags
AVERAGE LATENCY (ms)
TOTA
L TA
GS
MED
IAN
439
ms
AVER
AG
E 5
19m
s
800 Tags Average More Than 500ms To Load
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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
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1/3 Of Tags Still Fire Non-Secure On Secure Pages
0% 0.01-1% 2-9% 10-24% 25-49% 50-74% 75-99% 100%0
100
200
300
400
500
600
700
800
Source: Ghostery Tag Index August 2015
Percent of Non-Secure Tag Loads on Secure Pages by Company
AVERAGE % OF OCCURANCES TAG IS SECURE
TOTA
L TA
GS
350+ Tags Fire Non-Secure More Than 10% Of The Time
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Sources: * Ghostery Tag Index August 2015
Fortunately, Tags Only Fail To Load 2.21% of The Time
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What Does This Mean for Site Owners?
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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.
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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
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Tag Monitoring at eBay Enterprise
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• 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
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Tag Monitoring Scenarios
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Synthetic – Example #1 – Tag issue increases test load time
Normal Performance
Tag slowdown
Tag removed
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Tag Monitoring Scenarios
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Synthetic – Example #2 – Tag issue results in transaction failure
Normal Performance
Tag slowdowninduces transaction failure
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Tag Monitoring Scenarios
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RUM – Example #1 – Tag issue increases load time
Tag slowdown impacts real user performance
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Tag Monitoring Scenarios
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RUM – Example #2 – Tag issue impacts pageviews per minute
Tag slowdown impacts user traffic
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Tag Monitoring Scenarios
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RUM – Example #3 – Tag issue impacts pageviews per minute
• RUM graph shows impact to pageviews
• Business metric – conversions - unchanged
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Ghostery MCM: Delivers Up to 164% ROI on Martech Investments
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PERFORMANCEImproves Customer
Experience
GOVERNANCEIncreases Operational
Efficiency
SECURITYReduces Abandonment
Rates
PRIVACYStrengthens 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.
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The Results These Businesses Have Seen Working with Ghostery
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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.
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Today’s Speakers
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Norm MorrisonSr. Director, Perf. Management and Principal Architect at eBay Enterprise
Larry FurrVP of Product at Ghostery
23Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Q & A