#irce17 why you need to understand your whole tech stack · top priorities for ... why you need to...

#IRCE17

ECOMMERCE TECHNOLOGY WORKSHOPJune 6, 2017

Beyond the Platform: Why You Need to Understand Your Whole Tech Stack

#IRCE17

Jeff McRitchieVP of eCommerce /Co‐founder

Shilo JonesDirector of eCommerce

Beyond the Platform: Why You Need to Understand Your Whole Tech Stack

#IRCE17How would you describe your current technology stack?

25%

63%

13%

Infancy Stage

Established and Growing

Mature and Testing Innovative Technology

Answers

Answers

#IRCE17

Top Priorities for Retailers

IRCE 2017 Tech Workshop Beyond the Platform: Why You Need to Understand Your Whole Tech Stack 4

#IRCE17


Platform Hosting Hosted Acquisition / Retention

Extensions Back End

The MyBinding.com Tech Stack

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Tips:• Consider total cost of ownership of your platform• Run most updated versions in your tech stack it can make a huge difference• Consider alternative technologies to extract achieve better performance

Platform

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Hosting / Performance

Tips:• Tag Management can cut time to innovation and improve performance• A good CDN with aggressive asset caching is an absolute must have• Good hosting can not overcome poor code (and vice versa)

Magento Hosting

Tag Management CDN Full Page Cache Analytics

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Third Party Hosted

Tips:• Hosted partners can often provide technology that is difficult to implement in house• Implementing these solutions can sometimes be complex and difficult to troubleshoot• Performance is highly dependent on the partners you choose and their networks

Search SEO

Blogging / CMS

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Acquisition / Retention

Tips:• Develop a strong and persistent data layer to power your retention activities• Consistent and independently verifiable attribution are essential• Consider choosing providers that incorporate AI as part of their platform

Retention Automation

Retargeting PLA’s / Shopping Adwords / Text Exit Intent Popups

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Extensions

Tips:• Choose extension companies carefully / not all are created equal• After fixing bugs and customizations extensions are often not cheaper than custom dev• The more extensions / partners you have the more complex troubleshooting becomes

Shipping Rules One Page Checkout

Full Page Cache / Performance Data Management

Feed Management

Authorize.net CIM

Q&A

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Backend Systems

Tips:• Often the most complex and easily overlooked part of an ecommerce tech stack• Changes here can yield huge cost savings / efficiency gains• Developing seamless integrations and connections here is key

ERP / CRM / WMS / OMS

Connector Shipping Tax Calculation Marketplaces

Payment GatewayBackup Gateway / Processor

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Speed of Innovation

Cost to Operate$$$

$

Destination Lighting Tech Stack Goals

GOAL

Beyond the Platform: Why You Need to Understand Your Whole Tech Stack 12IRCE 2017 Tech Workshop

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Customer Service

Email & SocialMedia

User Experience

Product Data

Paid Search

SEO & Content

Developer

Problem

13IRCE 2017 Tech Workshop Beyond the Platform: Why You Need to Understand Your Whole Tech Stack

#IRCE17

Customer Service

Email & SocialMedia

UX Product Data

Paid Search

SEO

Developer

Solution

Modern Tech Stack


#IRCE17

Modern E-commerce Tech Stack

Services Layer

Data Layer

Platform Layer

Infrastructure Layer


#IRCE17Software Firewall

L7 WAF Firewall

DOS Filtering

XSS/SQLProtection

VarnishCache

L7 LoadBalancer

Load Balancer

Mail Server

Monitoring Servers

Database Server

Access Servers

SMTP Server

Central Monitoring

SMS/Email Alerts

SMTP Server

Redis Cache

Memcache Cache

MySQL Database

Nginx Web Server

PHP 5

Open VPN/IPSEC

SSH/SCP/SFTP/FTP

InfrastructureLayer


#IRCE17E-commerce Platform

Content Management System

Content Distribution Network

Magento

PlatformLayer

Wordpress

CloudFlare


#IRCE17DataLayer

Tag Management

Web Analytics(Google Analytics)

Clickstream Analytics(PolyTab)

Conversion & Audience Tracking(Google AdWords Conversion, Facebook

Custom Audience, Bing Ads, Google Dynamic Remarketing)


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Search

Product Data &Inventory FeedManagement

Email ServiceProviders

Payment Gateway Monitoring

Behavioral Targeting

Shipping Rules Management

Testing

Klevu

GoDataFeedBenabeeXO Logic

Zaius

Sendgrid

Pingdom

New RelicVantiv

ShipperHQVisual Website

Optimizer

Customer Service & Support

Zendesk/Zopim

CriteoSteelHouse

GranifyOptin Monster


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Real Problems in the Stack


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Browser Caching

CDN –Static Assets

Full PageCaching

ApplicationCaching

Managing Caching for Performance

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Profiling Problem Areas

0

1

2

3

4

5

6

1 ‐ Subset of Product 2 ‐ Full ProductCatalog Reindexed

3 ‐ Session Hack 4 ‐ Flat CatalogCached

5 ‐ Default Menu

Time to First Byte

Blank Category Checkout Home PDP


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Mobile Site Failure


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Security BreachOverview of the Attack• Server was compromised and malicious code placed in

Autoload.php and several “containers” not part of the default Magento configuration were created to store stolen data

• Code tracked URLs containing the terms “admin”, “checkout” or “payment” and would save the whole query to an JPG file

• Stolen Data ‐ Magento logins and passwords (including customers) & ~30,000 encrypted CC numbers

Prevention Basics• Harden Magento admin permissions• Keep current with patches• Before each deployment make sure someone you trust

understands each file in “git status”• Create a script to check files regularly (any images greater than

10MB or changes in core files)• Keep server logs for at least 1 year or longer• Consider taking out some insurance


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Payment Gateway Crashes


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Organic Traffic Drop

January 2015 July 2015 January 2016 July 2015

Sep 1, 2014 - Dec 31, 2016Sep 1, 2012 - Dec 31, 2014

250,000

500,000

Tips• 28.67% drop in organic traffic compared for the 6 months after the launch of Magento• Lesson ‐ don’t confuse Google• Tons of technical issues that we thought were resolved or weren’t aware of (incomplete URL mapping, didn’t block all dynamic filter

pages ie. cat=, price=, p=, limit=, dir=, order=, didn’t noindex pagination, etc.)• Highly recommend having a good SEO audit before launch; it would have saved us hundreds of thousands of dollars in lost revenue.


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ERP Implementation


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Platform Implementation

Investment RequiredTeam Enthusiasm

The Gap of Disappointment

Minimal

A Little

A Lot

Tons

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8

Honeymoon “The Slog” Equilibrium


#IRCE17

Jeff McRitchie

Co‐Founder

MyBinding.com

Shilo Jones

Director of Ecommerce

Destination Lighting

For additional questions:

[email protected]


#irce17 why you need to understand your whole tech stack · top priorities for ... why you need to...

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