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The State of Marketing
Technology Today
March 2016
Larry Furr, VP Product, Ghostery
Norm Morrison, Sr. Director, Perf. Mng...
2
Today’s Speakers
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Norm Morrison
Sr. Director, Perf. Ma...
3
The 2016 Marketing Technology Landscape
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
4
Privacy isn’t the main reason for blocking –
Only 17.45% of consumers cite privacy as the
main reason
Private & Confiden...
5
Nearly 20% of Ghostery users believe
their page load time is impacted by
too many tags on a site
Private & Confidential ...
6
Too Many Tags Can Result in Chaos
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
7
Some Metrics We See From Opt-In Ghostery Users
• Tag vs. Ad Density
• Tag Speed, Page Speed
• Non-Secure Tags (http) fir...
8
Half Of Ad Tech Tags Take More Than 500ms to Load!
0
50
100
150
200
250
300
350
400
0-199 200-299 300-399 400-499 500-59...
9
Source: Ghostery Extension Install Survey July/Aug 2015 8,518 responses
41% of consumers are concerned about how
their s...
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...
11
Sources: * Ghostery Tag Index August 2015
Fortunately, Tags Only Fail To Load
2.21% of The Time
Private & Confidential ...
12
What Does This Mean for Site Owners?
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Expanding Marke...
13
Tag governance at eBay Enterprise
Measure the impact of
integrations through:
Page Mock-ups + Synthetic
Testing or WebP...
14
Tag Monitoring at eBay Enterprise
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
• Validation of cr...
15
Tag Monitoring Scenarios
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Synthetic – Example #1 – Ta...
16
Tag Monitoring Scenarios
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Synthetic – Example #2 – Ta...
17
Tag Monitoring Scenarios
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
RUM – Example #1 – Tag issu...
18
Tag Monitoring Scenarios
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
RUM – Example #2 – Tag issu...
19
Tag Monitoring Scenarios
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
RUM – Example #3 – Tag issu...
20
Ghostery MCM: Delivers Up to 164% ROI on Martech Investments
Private & Confidential | © 2015 Ghostery, Inc. All Rights ...
21
The Results These Businesses Have Seen Working with Ghostery
Private & Confidential | © 2016 Ghostery, Inc. All Rights ...
22
Today’s Speakers
Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Norm Morrison
Sr. Director, Perf. M...
23Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
Q & A
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The State of Marketing Technology Today The State of Marketing Technology Today

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Larry Furr, VP Product, Ghostery
Norm Morrison, Sr. Director, Perf. Mngt, & Principal Architect eBay Enterprise

Publicado en: Tecnología
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The State of Marketing Technology Today The State of Marketing Technology Today

  1. 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. 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. 3 The 2016 Marketing Technology Landscape Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
  4. 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. 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. 6 Too Many Tags Can Result in Chaos Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. 23Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved Q & A

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