CX NYC 2018 Bad Bots Adversely Affect Your Customers Amy DeMartine, Principal Analyst
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
Your bots work for your company. Bad bots attack your customer touch points. 2018 Forrester Research, Inc. Reproduction Prohibited 3
Today s Bot Traffic Will Only Increase In The Future With Chatbots, Virtual Agents, etc. Source: TechRadar : Application Security, Q2 2017 Forrester report. 4
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
Your customers are adversely affected by bad bots. 2018 Forrester Research, Inc. Reproduction Prohibited 6
Your data is NOT clean. 2018 Forrester Research, Inc. Reproduction Prohibited 7
Scraping 8
Distributed Denial of Service (DDoS) 9
Inventory hoarding 10
Checkout abuse 11
Credential Stuffing (aka Account Takeover) More than 40% of global log-in attempts are malicious thanks to botdriven credential stuffing attacks 12
Carding GiftGhostBot logged up to 4 million gift card balance requests per hour 13
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
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
Influence Fraud 16
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
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. 2017 Forrester Research, Inc. Reproduction Prohibited 18
Assumption of good customer traffic until proven otherwise Source: Vendor Landscape: ecommerce And Retail Fraud Management Solutions, Q3 2017 19
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
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
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
Thank you Amy DeMartine +1 617.613.8906 ademartine@forrester.com @AmyDeMartine