Performance Insights Gives New Meaning to the Cost of Third Party Impact
By Aaron Rudger | April 13, 2015
The New York Times recently reported Facebook’s intent to work directly with publishers to host media content on its site, rather than a link to an external post. Apart from what this means for the news industry and its business model, the news (no pun intended) demonstrated an emerging trend on today’s generation of sites and apps: the integration of third-party services with digital platforms.
As sites consume content or services from other third party sources, the potential to enhance consumer experience and satisfaction increases but it can also result in at least 70 percent less control of web and mobile sites. At our recent Keynote Connect event in San Francisco, about half of the attendees who responded to our survey said their companies lacked insight into the impact of third-party services on mobile apps. From live-streaming video to real-time social feeds to digital advertisements, and soon, to news articles, such third-party services can perform negatively, causing the customer experience on your site to fail.
To address this trend, we recently introduced Keynote Digital Performance Intelligence, the latest offering in our line of digital business optimization solutions, which enables business and IT executives to work together to select such services and content in a way that optimizes the digital performance.
Why is Digital Performance Intelligence Important?
Why is this type of solution important? The stakes are higher than ever for organizations to deliver a rich, seamless user experience across all channels and devices. Without the real-time insights needed to analyze how these services or content are impacting performance, organizations are at risk of delivering a poor customer experience, and in turn, losing revenue.
Facebook’s recent announcement is a great example of this – by working directly with publishers to embed content on its site, it hopes to deliver an enhanced experience to users. However, if the embedded articles cause performance issues that create latency or mobile woes, Facebook risks losing users (and revenue). Similarly, one look at the traditional or mobile websites of major brands across North America demonstrates that Facebook is far from alone in turning to third-party content and services to drive online revenue and increase engagement.
Following closely on the heels of Facebook, Twitter announced Curator, a new tool that will allow publishers to aggregate relevant tweets and Vines in real-time to display on their properties, for instance, during an online live-stream, a TV broadcast, on a mobile application during a relevant event or more. Media companies are embracing the opportunity to bring their customers a unique experience through these types of innovative services.
As brands increasingly become digital platforms that aim to deliver an enhanced customer experience, performance will only continue to grow in importance. Integrating unique services and content may enrich the customer experience, but without the right insight and partners, it can ultimately do the opposite with underperforming digital assets.
If you’re company is looking to add new services to its digital platforms, learn how Keynote Digital Performance Intelligence can help.