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


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
•  Follow Us

Turning Digital Performance into Competitive Advantage

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