Bad Bots Adversely Affect Your Customers · Traffic Will Only Increase In The Future With Chatbots,...

CX NYC 2018

Amy DeMartine, Principal Analyst

Bad Bots Adversely Affect Your Customers

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“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

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Your bots work for your

company. Bad bots attack your

customer touch points.

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Today’s Bot Traffic Will Only Increase In The Future With Chatbots, Virtual Agents, etc.

Source: “TechRadar™: Application Security, Q2 2017” Forrester report.

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• Simple

automated

actions

• Mimic human

behavior

• Hijack a real

user

AI will make these

bots even more

difficult to identify

Bots Are Evolving Quickly

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Your customers are adversely

affected by bad bots.

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Your data is NOT clean.

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Scraping

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Distributed Denial of Service (DDoS)

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Inventory hoarding

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Checkout abuse

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Credential Stuffing (aka Account Takeover)

More than 40% of global log-in attempts are malicious thanks to bot-driven credential stuffing attacks

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Carding

GiftGhostBotlogged up to 4 million gift card balance requests per hour

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Ad Fraud

Accounts For $1.443 Billion In Wasted Impression Spending

Source: Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)

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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)

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Influence Fraud

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Your customer journey mapping may be skewed, distorted or just plain wrong as a result of bad bots.

Browsing behavior

Click through

Customer list

Click through couponUnable to onboard

Trouble spots

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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.

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Assumption of good customer traffic until proven otherwise

Source: Vendor Landscape: eCommerce And Retail Fraud Management Solutions, Q3 2017

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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

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›DDoS Mitigation

›Bot Management

• Bot Management Specialists

• Bot adjacent web application firewall

• Advertising verification and brand safety

Bot Management Solutions

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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

What To Remember

Thank youAmy DeMartine

+1 617.613.8906

ademartine@forrester.com

@AmyDeMartine