turning digital performance into competitive advantage
TRANSCRIPT
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©2016 SOASTA, All rights reserved.
Webinar: Turning Digital Performance Into Competitive Advantage August 25, 2016
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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
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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
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Jason on Digital Performance Management (DPM)
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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
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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
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“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
Copyright © Intellyx LLC
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Across all touchpoints, over time, before and after purchase transaction
Customer Journeys
The Customer Perspec0ve
Copyright © Intellyx LLC
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
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Computers – Smartphones – Tablets – Internet of Things – and beyond
The Explosion of Customer Touchpoints
Copyright © Intellyx LLC
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The DPM Landscape (download at AgileDigitalTransforma0on.com)
Copyright © Intellyx LLC
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The Steering Wheel for the Enterprise
Copyright © Intellyx LLC
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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
Copyright © Intellyx LLC
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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.
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Trey on Lowe’s DPM Best Practice
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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
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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!
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Today’s Challenge…..
“Our data changes every day. That makes data science the key.” -‐ Stephen Carvelli, VP IT Digital, Lowe’s
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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)
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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.
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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
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Carl on Office Depot’s DPM Best Practice
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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
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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
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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
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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
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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
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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.
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That ONE Thing!
• Correlate Web performance with revenue o Align with business
o Focus on revenue
o Get real-time insights
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Q&A
Name, Date
Questions?
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Free download hgp://soasta.io/DPMwhitepaper
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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
• Follow Us