find it & marketing’s common ground: make your site faster

&

&Find Marketing and IT’s Common Ground

December 2015

Mark Rudolph, CRO, GhosteryAri Weil, VP Marketing, YOTTAA

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Marketing and IT: On Two Different Paths

Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved

• Only 30% of marketers and 13% of IT execs describe their relationship as ‘collaborative’

• 63% in each group say they don’t share incentives

* Source: 2015 CMO Digital Benchmark Survey

http://leapfrogmarketinginstitute.leapfrogonline.com/publications/2015-cmo-benchmark-study-findings-and-considerations-to-accelerate-growth-in-the-digital-world/

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But a slow site has serious business consequences

• According to Aberdeen, every 1-second delay resulted in:


11% Fewer Page Views

16% Decrease in CSAT

7% loss in conversio

n

& 4Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved

• Every 100ms of latency costs up to 1% of revenue. *1

• 46% of online shoppers cite checkout speed as the #1 factor in determining whether they will return to a site. *2

• Estimated cost of mixed content warnings on the top 100 internet retailers is $310M per annum. *3

• 80% of the digital vendors on a brand’s site are placed there indirectly. *4

*1 Amazon internal study 2013*2 Radware internal study 2014*3 Ponemon & Ghostery Mixed Content Warnings Study – April 2015*4 Ghostery research*5 Akamai survey 2009

1% 46% $310M 80% 47%of revenue lost for every 100ms of latency1

of online shoppers that cited checkout speed as the #1 factor in determining whether they would return to a site2

estimated cost of mixed content warnings on the top 100 internet retailers per annum3

of the digital vendors on a brand’s site are placed there indirectly4

of consumers expect a page to load in 2 seconds or less5

But Numbers Show They Should Work Closely Together

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Not Managing This Has a Direct Business Impact


GLOBAL PRIVACY COMPLIANCE ISSUES

Lower RevenueHigher Operational Cost

Negative Brand Perception

PERFORMANCE GOVERNANCE SECURITY PRIVACY

POOR CUSTOMER EXPERIENCE

WASTED OPERATIONS TIME (MTTR)

INCREASED ABANDONMENT RATES

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About Ghostery

• Founded in 2009• Over 40 Million consumers

rely on Ghostery’s Browser Extension and Mobile App to control how their data is shared online

• Dominant provider of privacy governance solutions


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Ghostery Allows Safer, Faster, and More Trusted Digital Experiences


RETAIL TRAVEL FINANCIAL SERVICES CPG PUBLISHERS TECHNOLOGY

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Ghostery MCM Exposes Long Redirect Chains


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Case Study: A Place For Mom

• Founded 15 years ago to help families find assisted living facilities for their loved ones

• Largest senior living referral service in the U.S. and Canada


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Trackermap: BEFORE


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Trackermap: AFTER


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Reduction in Average Tag Count


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50% Fewer Vendors + 10% Page Latency Improvement = Better ROI


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YOTTAA Automates Acceleration & Security for Leading Brands

>500WEB APPSOPTIMIZED

$1BREVENUE

INFLUENCED

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Misalignment: Performance vs. Content Aggregation Points


Browser CDN Firewall Web Servers

LEGACY

MODERNDAY

ADCLB

CONTENT AGGREGATION

EXPERIENCE OPTIMIZATION

CYBER SECURITY

CONTENTACCELERATION

CONTENT AGGREGATION

DMZ

ServersDMZADCBrowser

SOCIAL MEDIA

PERSONAL-IZATION

A/B TESTING PAYMENT GATEWAY

RATINGS & REVIEWSLOCALIZATION

ADVERTISING USER FEEDBACK

BUSINESS ANALYTICS

RECOMMEND CONTENT

eCOMMERCE PLATFORMMARKETING

AUTOMATION

APP OPTIMIZATION

ContextIntelligenceTM Platform

INFRASTRUCTURE

IaaS BUILD

PaaS DEVELOP

SaaS EXTEND

AdaptiveCDNInterchange

ContextAgent InstantON & AppSequencing ContextSAFE

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Case Study: Moosejaw


Internet Retailer Top 500

The Most Fun Retailer on the Planet

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Commerce Application Development Requires Many Scripts & Tags


272requests

9.2megabytes

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Requirement: Maintain 100% of content, but accelerate by 40%


Web InfrastructureBrowser

ContextIntelligenceTM Platform

ContextAgentTM

On-device Intelligence

INJECT

SEQUENCE

DELAY

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4D Optimization: Automated Acceleration with Machine Learning

26 Requests Completed in 2 SecondsTo Start Rendering Page

135 Requests Completed in 6 SecondsTo Fully Display Page


MACHINE LEARNING

RULES ENGINE

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Benefits of 4D: Faster Pages, Increased Conversions, Full Fidelity

36% FasterTime to Display

4.6% LowerBounce Rate

17% HigherConversion Rate


Dan PingreeVP Marketing, Moosejaw

Performance was the main reason we selected Yottaa. A growing amount of our traffic comes from mobile so it is imperative that page loading speeds on mobile and tablet devices are as fast as possible. Yottaa helped us to significantly speed up performance on these devices resulting in a much better experience for our customers.

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& AT&TJune 2015Q & A&

& 22Private & Confidential | © 2015 Ghostery, Inc. All Rights Reserved

Mark RudolphCh ie f Revenue Of f i ce r

mark@ghoste ry.com

@RudyGhos te ry

Ar i Wei lVP o f Marke t ing & Bus iness Deve lopment ,

awe i l@yot taa .com

@awei l

THANK YOU

mailto:[email protected]

mailto:[email protected]

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