Bad Bots Adversely Affect Your Customers Amy DeMartine, Principal Analyst

Transcription

1 CX NYC 2018 Bad Bots Adversely Affect Your Customers Amy DeMartine, Principal Analyst

2 Most website visitors aren t humans, but are instead bots or, programs built to do automated tasks. They are the worker bees of the internet, and also the henchmen. Adrienne Lafrance, The Atlantic 2017 Forrester Research, Inc. Reproduction Prohibited 2

3 Your bots work for your company. Bad bots attack your customer touch points Forrester Research, Inc. Reproduction Prohibited 3

4 Today s Bot Traffic Will Only Increase In The Future With Chatbots, Virtual Agents, etc. Source: TechRadar : Application Security, Q Forrester report. 4

5 Bots Are Evolving Quickly Simple automated actions Mimic human behavior Hijack a real user AI will make these bots even more difficult to identify 2018 Forrester Research, Inc. Reproduction Prohibited 5

6 Your customers are adversely affected by bad bots Forrester Research, Inc. Reproduction Prohibited 6

7 Your data is NOT clean Forrester Research, Inc. Reproduction Prohibited 7

8 Scraping 8

9 Distributed Denial of Service (DDoS) 9

10 Inventory hoarding 10

11 Checkout abuse 11

12 Credential Stuffing (aka Account Takeover) More than 40% of global log-in attempts are malicious thanks to botdriven credential stuffing attacks 12

13 Carding GiftGhostBot logged up to 4 million gift card balance requests per hour 13

14 Ad Fraud Accounts For $1.443 Billion In Wasted Impression Spending Source: Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US) 14

15 Methbot has been costing advertisers $3 million to $5 million per day in the US; on its way to $1 billion per year Source: Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US) 15

16 Influence Fraud 16

17 Your customer journey mapping may be skewed, distorted or just plain wrong as a result of bad bots. Customer list Trouble spots Browsing behavior Click through Unable to onboard Click through coupon 17

18 Bot management solutions actively profile automated traffic to determine its intent and perform protection techniques such as delaying, blocking, or rerouting traffic from bad bots Forrester Research, Inc. Reproduction Prohibited 18

19 Assumption of good customer traffic until proven otherwise Source: Vendor Landscape: ecommerce And Retail Fraud Management Solutions, Q

20 What To Look For In A Bot Management Solution Counter sophisticated attacks Manage bot traffic in multiple ways Provide uninterrupted user experience Create comprehensive traffic analytics 20

21 Bot Management Solutions DDoS Mitigation Bot Management Bot Management Specialists Bot adjacent web application firewall Advertising verification and brand safety 2018 Forrester Research, Inc. Reproduction Prohibited 21

22 What To Remember 1. Bot traffic is increasing and your data may already be distorted this affects: Your customer touchpoints availability and performance Your ability to make correct customer experience decisions 2. Implement bot management 3. Sophistication in detection logic and transparency in reports are key factors 2018 Forrester Research, Inc. Reproduction Prohibited 22

23 Thank you Amy DeMartine +1