LONDON--(BUSINESS WIRE)--It was announced today that leading retailer Sainsbury’s has achieved pole position for the performance of its UK site in the Ghostscore Index.
The Ghostscore™ Index is a data-driven market intelligence tool that ranks companies based on how well their marketing cloud – the complex ecosystem of marketing technology vendors that power online engagement – is being managed. The company domains reviewed included 30 of Ghostery users’ most visited sites in the UK across the finance, insurance, publishing, retail, search and internet, and travel verticals. This Index establishes an industry-wide standard of website efficiency, helping companies to evaluate their own progress in managing website performance and security.
Sainsbury’s achieved the highest rated score due to its advancements in improving tag latency, which affects web page loading speed and the security of the third parties it works with. It was closely followed by Lloyds Bank, which moved from number 20 in December’s Ghostscore Index to second place in January due to the elimination of non-secure tags from its site. Betfair also jumped into the top 10 – previously ranked in 14th place – due to significant improvements in managing non-secure tags, latency, and tag deployment ratio. Other companies that performed well in the index include BBC, RBS, and Admiral.
Adopting a large number of solutions in the marketing cloud can generate great returns for an organisation, but concurrently opens these companies up to potential security and data leakage vulnerabilities. Insights from the Ghostscore Index allow companies to assess their online efficiency and make improvements to fully optimise their site performance.
“Our Ghostscore™ Index celebrates the best performing businesses who manage their marketing cloud most efficiently, as well as those that need to improve,” commented Damian Scragg, Managing Director, EMEA, Ghostery. “IT and marketing teams need to adopt a fine balance to achieve their objectives and this index provides the insight they require to find common ground in the pursuit of improving website efficiency.”
The Ghostscore Index is calculated using five key measurement metrics:
1. Security: Number of non-secure tag calls encountered on secure pages, per 1,000 pages viewed
2. Total vendor tags in the Marketing Cloud: Number of distinct vendor tags that appear on the domain in the month for which the score is generated
3. Total vendor tags encountered per page: Average number of vendor tags loaded per page across all pages on the domain with three or more tags found per page load
4. Tag deployment ratio: Ratio of average number of vendor tags per page encountered on the domain, divided by total tags encountered across the domain
5. Performance: Average latency of all tags encountered by Ghostrank contributors on a domain
The Ghostscore Index and full methodology is available to view at www.ghosteryenterprise.com/ghostscoreuk/
Ghostery empowers consumers and businesses to expose and eliminate digital blind spots in the Marketing Cloud – the collection of digital technologies that power, measure, socialise, and optimise websites and apps. Over 40 million people globally rely on the free Ghostery browser extension to see and control the technologies that follow them online. Businesses rely on Ghostery Marketing Cloud Management to drive ROI by maximising the security, performance, and profitability of their digital assets. Key clients like Equifax, Intercontinental Hotels Group and Procter & Gamble depend on Ghostery to take their digital business from chaos to control.
Ghostery also is the dominant provider of privacy governance services globally, powering compliance for more than $2 billion of advertising and e-commerce transactions annually. Founded in 2009, Ghostery is headquartered in New York City with offices in San Francisco, Salt Lake City and London. The company is backed by Warburg Pincus, LLC, the global private equity fund. Learn more at Ghostery.com and @ghosteryinc.