Turning Digital Performance into Competitive Advantage

©2016 SOASTA, All rights reserved.

Webinar: Turning Digital Performance Into Competitive Advantage August 25, 2016

©2016 SOASTA, All rights reserved. 2

Welcome

YOU’LL LEARN: •  Discover the key concepts behind Digital Performance Management (DPM) •  Learn why DPM is crucial for the success of your business in today’s hyper-connected world •  Identify the benefits you’ll see by adopting a digital performance for your business •  Discover DPM-related best practices that you can leverage to boost your company’s revenue


Introduc0on

Jason Bloomberg President of Intellyx, Forbes Contributor

Carl Brisco VP, eCommerce, Office Depot

Trey Kristler Director, eCommerce IT, Lowe’s

Sco6 D. Lowe Partner, ActualTech Media

Jason on Digital Performance Management (DPM)


Time is Money

CASE STUDY: Every 1 second of load

0me improvement equals a 2% conversion rate

increase

CASE STUDY: Obama fundraising

plaOorm improved speed by 60% and raised an addi0onal $34 million


Customer preferences and behavior drive enterprise technology decisions

What is Digital?

What is Digital Performance?

Digital Performance Management Defined

The end-to-end behavior of customer-facing systems must meet customer demands for speed and functionality

What is Digital Performance Management?

Holistic, continuous management of IT performance, customer experience, and business outcomes

Copyright © Intellyx LLC


“The APM story used to be about traditional enterprise applications. Today, the APM story is all about user experience.”

– Jason Bloomberg, “The Rebirth of Application Performance Management,” Forbes

New Approach -‐ Digital Performance Management

Business Transaction Monitoring

Web & Mobile Testing

Application Performance Management

User Experience



Across all touchpoints, over time, before and after purchase transaction

Customer Journeys

The Customer Perspec0ve


All interactions with a brand: web, mobile, call center, in person, email, advertising, etc.

Customer Experience

All interactions (on and offline) work properly, blazingly fast, in a coherently customer-centric manner, during the entire customer journey

Customer Delight


Computers – Smartphones – Tablets – Internet of Things – and beyond

The Explosion of Customer Touchpoints



The DPM Landscape (download at AgileDigitalTransforma0on.com)



The Steering Wheel for the Enterprise



The Core Metrics of DPM

•  Business Metrics o  Conversion rates, cart abandonment rates, & average order

value for ecommerce-centric digital organizations

•  Customer Experience Metrics o  Pages per visit, visit paths, clickthrough rates, & other

metrics that indicate successful customer interactions

•  IT Metrics o  Site availability, page load times, third party SLA compliance,

& other technical metrics that show performance of the

technology underlying the digital effort



Con0nuous, Real-‐Time Visibility & Control

End-to-end visibility, contextual intelligence, and the ability to achieve peak performance by measuring, optimizing and testing – in production, in

real-time, and at scale.

Trey on Lowe’s DPM Best Practice


Lowe’s At-‐A-‐Glance

•  #47 of Fortune 500, headquartered in Mooresville, NC.

•  2015 company sales totaled $59.1 billion

•  More than 2,355 stores in the US, Canada and Mexico

•  Serves approximately 17 million customers each week

•  eCommerce a top priority



Lowe’s Digital Performance Center of Excellence

•  Deliver excellent omnichannel customer experience o  Real user monitoring (RUM) by location, device, campaign, conversion …

•  Leverage actionable analytics to increase revenue & agility o  Real time forensic analytics on 1st and 3rd party resources

o  Predictive analytics for forecasting & hypothesis testing

•  Achieve higher quality via RUM-based testing & QA o  Testing pre- and in-production using real user patterns

o  Mitigate risks and MTTR

•  Single Source of Truth o  Advanced real-time visualizations

o  Correlated insights across Business & DevOps

o  A War Room that works for everyone!


Today’s Challenge…..

“Our data changes every day. That makes data science the key.” -‐ Stephen Carvelli, VP IT Digital, Lowe’s


Lowe’s Approach to DPM

•  Metrics o  User engagement & performance data

•  People o  Align IT with business objectives

•  Process o  Continuous testing and measurement o  Performance is a requirement

•  Technology o  Leverage end-to-end DPM platform o  Automate where possible (Jenkins, mobile)


Benefits Gained & Expected

•  Availability o  High availability driven by executing the right tests at the right level.

o  Understanding the coloration between availability/response time and sales

•  Real-time results o  Know how your site is performing and what’s important to your customers

•  Data Driven Decisions o  Smarter decisions, targeted testing, customer focused

•  Performance Culture o  Performance cannot start in the last mile of your project

o  Better planning, strong focus, and reduced costs.


That ONE Thing!

•  Performance Culture o  Performance cannot be an

afterthought

o  Testing is expensive, test the right

thing the first time

o  Actual customer interactions should drive your decisions

o  Know your users and their behavior

o  Every day is Black Friday

o  Visibility into marketing promotions & campaigns

Carl on Office Depot’s DPM Best Practice


Office Depot At-‐A-‐Glance

•  #194 in Fortune 500, headquartered in Boca Raton, FL

•  Approximately $14 billion in annual sales

•  Operates 1,800 retail stores in 59 countries

•  Award winning e-commerce sites

•  Employs 49,000 associates

•  Also operates OfficeMax, Grand & Toy and Viking brands


Office Depot’s Digital Transforma0on

•  From back-room QA lab to DPM o  Evolving from testing to performance management

o  Involved in every release

•  User experience based testing o  RUM-based testing, pre- and in-production

o  Optimizing marketing campaigns & landing pages to

increase web and mobile conversion

•  Real-time campaign & ad performance tracking o  Leveraging data science to track campaign progress in real time

based on real user data

©2016 SOASTA, All rights reserved.

Today’s Challenge…..

“We have a ton of data. We don’t know what’s it’s telling us.” - Carl Brisco, SVP e-Commerce, Office Depot


Real-‐Time Campaign Tracking

•  Shows campaign performance within 24-‐hour period •  Compared against historic performance bands •  Auto alert if below target to trigger addi0onal marke0ng offers


How Office Depot Leveraged DPM

•  Metrics o  Measurement of entire User Experience Journey

•  People o  Alignment of e-Commerce, Marketing & IT Operations

•  Process o  Understand the entire lifecycle impact to UX & revenue

•  Technology o  Real user monitoring (RUM)

o  Continuous testing

o  Data-driven performance optimization


Benefits Gained & Expected

•  Better understanding of how performance impacts revenue o  Especially when analyzing web performance components

•  Better understanding of customer journey o  Marrying web performance with revenue outcomes

•  Using live UX data for actionable insights o  Third party impacts

o  Landing page performance, etc.


That ONE Thing!

•  Correlate Web performance with revenue o  Align with business

o  Focus on revenue

o  Get real-time insights


Q&A

Name, Date

Questions?


Free download hgp://soasta.io/DPMwhitepaper


More Resources

•  Read “The Performance Beacon” Blog o  https://www.soasta.com/blog/

o  Register for webinars future and past o  Webinar Central: https://www.soasta.com/webinars/

o  The Business Value of Web Performance (view)

o  Preparing Your Site for Holidays and Major Events (view)

•  Want a free 1:1 Website Performance Assessment? o  Contact SOASTA: https://www.soasta.com/services/contact-us/

o  Give us a call: 866.344.8766

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