STORES Magazine - April 2015 - (Page 48)

n ONLINE The (Un)usual Suspects Finding and fixing problems in digital marketing technologies by FIONA SOLTES K nowing your numbers is an essential part of personal health. As it turns out, it's the same for the wellbeing of your e-commerce operation. Beyond basket size, conversion rates, abandonment and other figures, technology company Ghostery is asking retailers whether they can state the digits of their marketing cloud: the number of digital technologies used to measure, power, optimize and otherwise influence their online presence. The role these technologies play in a company's success is undeniable. The challenge is that all of these may be impacting a website in other ways, too - including slowing it down, creating monitoring chaos and generating "security blind spots." site's data, as well as whether they are creating gaps in the site's security. Ghostery MCM also provides realtime alerts when new vendors show up, when blacklisted vendors sneak through, when the site is running slow and when data may be leaking out to competitors. Ghostery has also created the Ghostscore - a rating across the key measurements of MCM that evaluates a site's security, how fast it loads and how well it controls vendor access to website data. "Consumers and retailers actually have the same challenges," says Scott Meyer, Ghostery co-founder and is one of the most essential pieces of intellectual property - the most valuable pieces of customer information - that you've got," Meyer says. "Unless you have total control over who has access to it, you can have real issues ... . For starters, you're spending millions of dollars on your site, and if this is out of control, you're not getting your money's worth." CEO. "While consumers have had this level of transparency and control for years via our Ghostery browser plug-in and mobile app, retailers are rapidly gaining the same capabilities from our MCM service." Companies also are keen on discovering and/or blocking vendors collecting data on their sites. "No matter what size retailer you are, the data generated off of your website securely, it can end up hurting the brand in a number of ways - including the possibility of warnings sent to consumers and lower search engine rankings. Though some vendors have been attached to sites to drive traffic, retailers often are unaware of what happens further down the line with third- or fourth-party associations. "With retailers, usually 70 to 80 percent of the vendors on the site are INCREASED COMPLEXITY, INTENSIFIED CONVERSATIONS Companies rely on Ghostery for several things, Meyer says: data governance, performance, privacy and security. When vendors don't operate Ghostery's TrackerMap shows how marketing technology vendors gain access to a website's data, as well as whether they are creating gaps in the site's security. One solution is Ghostery's Marketing Cloud Management, a softwareas-a-service platform which promises to "pinpoint problems before they take hold." Ghostery MCM is based on data shared anonymously by a large percentage of the more than 40 million users of Ghostery's popular browser ad-blocking plug-in and mobile app. The tool can compile the data across any retailer's site to provide a real-time model of what's going on - and then guide the owner of the site on what to do about it. At the center of Ghostery MCM is the TrackerMap, which shows in real-time how marketing technology vendors are gaining access to a web48 STORES April 2015 NRF.COM/STORES http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - April 2015

A Most Complex Game
It's All Connected
Retail People
Selling Satisfaction
Editor's Page
President's Page
Retail Politics
NRF News
NRF Communities Update
End Cap
Business Operations
Online Fraud

STORES Magazine - April 2015