discover how adidas is using data science to deliver third-party governance
TRANSCRIPT
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# DBC
.com experience, 08/11/2016
KRISTIAN SKÖLD & THOMAS GIELING
3RD PARTY GOVERNANCE
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adidas GroupSenior Solution Architect
@thomasgieling
THOMAS GIELING
SOASTAStrategy Solution Director
@kskoeld
KRISTIAN SKÖLD
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AGENDA
1. INTRODUCTION
2. PAST
3. PRESENT
4. FUTURE
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80 WEBSITES
38 MARKETS
4 BRANDS
15 LANGUAGES
GLOBAL PLATFORM
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INTRODUCTION
BRAND EXPRIENCE SHOPPING EXPERIENCE
HIGH QUALITY GRAPHICS
BRANDED FONTS
CAMPAIGNS
USER GENERATED CONTENT
PRODUCT RANGE
CHECKOUT
SEO / SEM
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3RD PARTIES ARE … COOL!
OTHERWISE WE WOULDN’T HAVE SO MANY!
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80 WEBSITES
38 MARKETS
4 BRANDS
15 LANGUAGES
60+ 3RD PARTIES PER SITE
GLOBAL PLATFORM
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HOW DID WE GET TO THIS POINT?
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EARLY STAGES
ALL 3RD PARTIES WERE DIRECTLY INTEGRATED IN THE SITE
FULL CONTROL BY THE DEVELOPMENT TEAM
LIMITED AMOUNT OF TAGS
NO PERFORMANCE ISSUES
UNABLE TO KEEP UP WITH THE REQUIREMENTS
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TAG MANAGEMENT
DATALAYER IMPLEMENTED BY DEV TEAM
TAG MANAGEMENT MAINTAINED BY BUSINESS
EXPONENTIAL GROWTH OF THE AMOUNT OF TAGS
NO FOCUS ON PERFORMANCE
WELCOME ANARCHY AND FINGER POINTING
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HOW DO WE GET OUT OF THIS?
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COMMON GOAL: PERFORMANCE
AGREEMENT ON SHARED RESPONSIBILITY
LET THE EXPERTS MAKE THE DECISIONS
DATA DRIVEN DECISIONS
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SOASTA
ESTABLISH A FACT BASED STATUS QUO
HOW MANY 3RD PARTIES
IDENTIFY BUSINESS OWNERS
DETERMINE VALUE
DETERMINE IMPACT
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HOW MANY 3RD PARTIES AND WHICH
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mPulse RUM data shows us…
+12551domains usedjust once
2801Third party domains loaded by real users
on adidas.de only over the course of 2 weeks
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4th
5th...parties
http://requestmap.webperf.tools/
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CREATING AN INVENTORY OF 3RD PARTIES
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CREATING AN INVENTORY OF 3RD PARTIES
VALUE
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CREATING AN INVENTORY OF 3RD PARTIES
IMPACT?
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QUALTRICS – A REAL WORLD EXAMPLE
FEEDBACK TOOL
20 REQUESTS
300 KB
8kb cookie
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REAL WORLD EXAMPLE
A/B TEST
50/50 SPLIT
MEASURE PERFORMANCE IMPACT IN SOASTA
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QUALTRICS A/B TEST
0,85
0,9
0,95
1
0 ms
50 ms
100 ms
150 ms
200 ms
250 ms
300 msLo
ad
Tim
e D
iffe
renc
e
Diff Load Time ms Significance
significance threshold
Cumulative results over 2 weeks
High Significance…but only 38ms slower
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DON’T JUMP ON YOURFAVORITE VICTIM
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USE FACTSAND
DATA SCIENCE
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SESSION LENGTH vs LOAD TIME
page load time
se
ssio
n c
oun
t
avg
se
ssio
n le
ng
th
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0
2000
4000
6000
8000
10000
12000
0
0,05
0,1
0,15
0,2
0,25
0,3
Conversion Impact Score Median Load Time
PRIORITIZING STEP 1 - CONVERSION IMPACT SCORE
https://www.soasta.com/blog/website-monitoring-conversion-impact-score/
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PRIORITIZING STEP 2 – 3RD PARTY IMPACT SCORE
0
50
100
150
200
250
300
350
400
450
0
0,01
0,02
0,03
0,04
0,05
0,06
Me
dia
n Re
spo
nse
Tim
e in
ms
Loa
d T
ime
Imp
ac
t Sc
ore
Slow…...but not importantWhat about
this one?
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OPTIMIZELY RESPONSE TIMES OF BLOCKING JS
median310ms
75th pctl780ms
# p
ag
e v
iew
s
response time in ms
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OPTIMIZELY RESPONSE TIMES VS SESSION LENGTHS
# r
eq
uests
avg
se
ssio
n le
ng
th
response time in ms
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BUSINESS DELIVERS VALUESDATA SCIENCE DELIVERS FACTS ON IMPACT
DECISION PROCESS BECOMES FACT DRIVENFOR EVERY 3RD PARTY
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NEW TAG GOVERNANCE PROCESS
3 STEPS TO DETERMINE IMPACT
BEFORE IMPLEMENTATIONASK THE VENDOR
QA / DEVVALIDATE EXPERIENCE
PRODUCTIONA/B TEST + DATA SCIENCE
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WHAT’S NEXT?
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APPLY GOVERNANCE PROCESSTO ALL FUTURE AND CURRENT TAGS
ENSURE PERFORMANCE IS PART OF THE CONTRACT
TIMING ALLOW ORIGIN
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SET UP MONITORING SLA’S BASED ON IMPACTDEFINE PLAYBOOK FOR ALERTS
WORK ON A SELF HEALING SYSTEM
TIMEOUT BASED SCRIPT INCLUDES
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IMPLEMENT A NEW FRONT END ARCHITECTURE
PURE FRONT END
PROGRESSIVE WEB APP
MOBILE FIRST
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EVENT DRIVEN TAG LOADINGBASED ON IMPACT
SERVER SIDE TAG MANAGEMENT
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QA&
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THANK YOU
#Digital Brand Commerce