1. business and industrial
2. advertising and marketing
3. marketing

Scott Meyer
CEO
Cybersecurity:
Eliminating
Digital Blind
Spots
About Me
•
Chief Executive Officer, Co-Founder
•
President and CEO
•
VP & General Manager, NYTimes.com
•
VP & General Manager, B2C
Ghostery Works With All These Businesses To Speed
Up, Clean Up and Lock Down
Retail
Travel
Financial Services
CPG
Publishers
Technology
4 Problem Areas Businesses Are
Asking Us For Help On
SECURITY
PERFORMANCE
P R I VA C Y
GOVERNANCE
40+ Million Consumers Use Ghostery to Control
How They Are Tracked Online
So Businesses Asked For Help To Get The Same
Transparency & Control On Their Sites
Our Response? We Took a Look Under the Hood of
These Websites With Ghostery MCM
They Found Out What’s Really Happening
Behind The Scenes On Their Websites and Apps
Marketing Technologies Are Exploding at Twice the
Rate of eCommerce and Online Advertising
Source: eMarketer
48%
42%
% Growth eCommerce
(sales)
% Growth Online Advertising
(spend)
100%
% Growth deployed Marketing and
Analytics Technologies on
their website
Digital Blind Spots Are Caused By
Out of Control Marketing Technologies
Real World Examples – Imagine This Happened?
Imagine if at 30 of every 1,000 checkouts,
the Point-of-Sale terminal flashed back at
customer:
“This Transaction May
Not Be Secure”
Would you allow this to happen in your
store?
Why is online any different?
Real World Examples – Imagine This Happened?
If customers had the option of:
•
Waiting on long lines at your store
•
Shopping with a direct competitor who
has the same amount of traffic but has
prepared for this
Which one would they choose?
Why is online any different?
Real World Examples – Imagine This Happened?
How can Data Leakage affect your
business?
Imagine a customer about to complete an
in-store purchase and then THIS happens.
Would you allow this to happen in your
store?
Why is online any different?
Real World Examples – Imagine This Happened?
How can Data Leakage affect your
business?
Imagine a customer about to complete an
in-store purchase and then THIS happens.
Would you allow this to happen in your
store?
Why is online any different?
Out Of Control Marketing Technology Damages
Your Customers’ Digital Experience
Drop in
Conversions
CyberSecurity Risks
Poor
customer
experience
Brand Equity
Risks
Increased
MTTR
(triage)
Lost Revenue
Pain Points
•
Slow website response time across a number of IHG’s domains
•
Unable to identify the source of this slow response time
•
Needed to regain control of marketing technology vendors to understand how they were impacting IHG's digital ROI
Results
•
IHG was able to perform an audit of all tags and determine which department was responsible
•
Identified and solved 3 issues affecting digital ROI: Slow Vendors, Redundant Vendors, and Blacklisted Vendors
•
Established company-wide common metrics articulating where digital vendors are causing problems
“IHG views marketing cloud management as an important function within
the technology group to assess the vendors across our properties,
monitor their performance and ensure that we are delivering the best
customer experience to our clients.”
Security Gaps Hurt Your Conversion Rate
Blind spots in your site security expose your business to issues that
directly impact the customer experience, hurting your company’s
revenues and profits:
Security Threats:
Man-In-The-Middle
Attacks
User Experience Issues:
Mixed Content Warnings
Poor SEO:
Decline in Google Rankings
Security Blind Spots – Protect Your Site Against
“Man In The Middle” Attacks
“
“Our 2013 study showed that the issue of
non-secure scripts on secure pages exposed
millions of web users to the stealing of
cookies and the injection of malicious
javascript. This study goes many steps further
due to the depth of the real-user data from
the 20+ million member GhostRank
community to illustrate that the prevalence of
non-secure scripts is even higher on the most
popular websites.”
— Nick
Nikiforakis
Assistant Professor of Computer Science, Stony Brook
University and co-author of “A Dangerous Mix: LargeScale Analysis of Mixed Content Websites”
Hard Data on The Cost of Security Warnings
1,500+ US web users were exposed to various browser
security warnings across IE, Chrome and Firefox.
57% of them ended the purchase process due to a Mixed
Content Warning
The top 100 US retailers lost $310 million/year in
eCommerce transactions as a result of just this one
security issue
Source: Ponemon Institute “Economic Impact of Mixed Content
Warnings on Consumer Behavior,” April 2015
Conversion-Killing Security Warnings
Pop Up All the Time
Diagnosing These Security Gaps Is Complex
This is What it Looks Like Behind The Scenes
With the Problem Identified, It’s Time To Take Action
Identifying the Right Internal Leader/Technical Partner is the Key
Technical Leader/Partner
Who Supports
eCommerce and/or
Digital Marketing
wrestles with:
• Security
• Performance
• Governance
• Privacy
Looking to reduce the
pain of…
• Long resolution times
• Lost revenues
• Increased costs
• Security Risks
• Negative brand
perception
• Bad customer
experience
THANK YOU!
Come see us, www.ghostery.com
We have your data already, looking
forward to having a conversation with you,
and I’m here rest of the conference.
scott@ghostery.com
@scottmeyer
@ghostery