bad bots adversely affect your customers · traffic will only increase in the future with chatbots,...

CX NYC 2018

Amy DeMartine, Principal Analyst

Bad Bots Adversely Affect Your Customers

2© 2017 Forrester Research, Inc. Reproduction Prohibited

“Most website visitors aren’t

humans, but are instead bots—

or, programs built to do

automated tasks. They are the

worker bees of the internet, and

also the henchmen.”

– Adrienne Lafrance, The Atlantic


Your bots work for your

company. Bad bots attack your

customer touch points.

4© 2017 FORRESTER. REPRODUCTION PROHIBITED.

Today’s Bot Traffic Will Only Increase In The Future With Chatbots, Virtual Agents, etc.

Source: “TechRadar™: Application Security, Q2 2017” Forrester report.


• Simple

automated

actions

• Mimic human

behavior

• Hijack a real

user

AI will make these

bots even more

difficult to identify

Bots Are Evolving Quickly


Your customers are adversely

affected by bad bots.


Your data is NOT clean.


Scraping


Distributed Denial of Service (DDoS)


Inventory hoarding


Checkout abuse


Credential Stuffing (aka Account Takeover)

More than 40% of global log-in attempts are malicious thanks to bot-driven credential stuffing attacks


Carding

GiftGhostBotlogged up to 4 million gift card balance requests per hour


Ad Fraud

Accounts For $1.443 Billion In Wasted Impression Spending

Source: Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)


Methbot has been costing advertisers $3 million to $5 million per day in the US; on its way to $1 billion per year

Source: Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)


Influence Fraud


Your customer journey mapping may be skewed, distorted or just plain wrong as a result of bad bots.

Browsing behavior

Click through

Customer list

Click through couponUnable to onboard

Trouble spots


Bot management solutions actively profile

automated traffic to determine its intent and

perform protection techniques such as

delaying, blocking, or rerouting traffic from

bad bots.


Assumption of good customer traffic until proven otherwise

Source: Vendor Landscape: eCommerce And Retail Fraud Management Solutions, Q3 2017


What To Look For In A Bot Management Solution

› Counter sophisticated attacks

› Manage bot traffic in multiple ways

› Provide uninterrupted user experience

› Create comprehensive traffic analytics


›DDoS Mitigation

›Bot Management

• Bot Management Specialists

• Bot adjacent web application firewall

• Advertising verification and brand safety

Bot Management Solutions


1. Bot traffic is increasing and your data may already be

distorted this affects:

• Your customer touchpoints’ availability and performance

• Your ability to make correct customer experience decisions

2. Implement bot management

3. Sophistication in detection logic and transparency in

reports are key factors

What To Remember

Thank youAmy DeMartine

+1 617.613.8906

[email protected]

@AmyDeMartine

bad bots adversely affect your customers · traffic will only increase in the future with chatbots,...

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