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

Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved 4

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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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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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

10Private & Confidential | © 2016 Ghostery, Inc. All Rights Reserved

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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?


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


• 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


Synthetic – Example #1 – Tag issue increases test load time

Normal Performance

Tag slowdown

Tag removed

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Synthetic – Example #2 – Tag issue results in transaction failure

Normal Performance

Tag slowdowninduces transaction failure

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RUM – Example #1 – Tag issue increases load time

Tag slowdown impacts real user performance

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RUM – Example #2 – Tag issue impacts pageviews per minute

Tag slowdown impacts user traffic

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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


PERFORMANCEImproves Customer

Experience

GOVERNANCEIncreases Operational

Efficiency

SECURITYReduces Abandonment

Rates

PRIVACYStrengthens Global Privacy Compliance

+$6.2 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


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


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

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