5 tips to breaking digital performance barriers and building business success

March 17, 2015

5 Tips to Breaking Digital Performance Barriers and Building Business Success

The Digital Business Movement

© 2015 Keynote LLC 2

Engaging with customers is undergoing seismic change


Source: ComScore

Rise of Millennials in the Workforce

Source: Bureau of Labor Statistics Employment Projections, 2012

Digital delivery enablers—cloud, mobile, big data

Social, Analytics & Third Party

Apps

LoB SaaS and Platform

CDN, Backbone &

CarriersOn Premise

Customers on wide range of devices

The digital gold rush


0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0%

Q4 '14

Q3 '14

Q2 '14

Q1 '14

Q4 '13

Q3 '13

Q2 '13

Q1 '13

Q4 '12

Q3 '12

Q2 '12

Q1 '12

Q4 '11

Q3 '11

Q2 '11

Share of e-commerce sales in total U.S. retail sales

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

$100

2Q10 4Q10 2Q11 4Q11 2Q12 4Q12 2Q13 4Q13 2Q14

U.S. e-commerce sales (billions)

Desktop

Mobile

1. comScore U.S. Census Bureau, BI Intelligence; 2. U.S. Department of Commerce

What’s at risk – Total digital investment and commerce

Global trend report, Tata Consultancy Services Ltd.; 2. comScore U.S. Census Bureau, BI Intelligence

In 2014, Global enterprises will spend on average

113 MILLION

70% of these organizations see

DIGITAL INITIATIVES as being CRUCIAL to their

business success in this decade

on digital initiatives


Digital customer experience now defines advantage


50% of consumer product

investments will be redirected to

CUSTOMER EXPERIENCE INNOVATIONS

by 2017

1. Gartner, “Top 10 Strategic Predictions for 2015 and Beyond: Digital Business Is Driving Big Change”; 2. Worldwide Shipments, AppleInsider, 30-Oct, 2014

16

.1%

-8.2

%3Q14/3Q13 GROWTH

What makes for great digital customer experience


Design

PerformanceQuality

Usability

Responsiveness

Functionality

Reliability

What’s at risk—poor quality and performance

for any digital interaction to load1

3 SECONDS OF TOLERANCE

65%average shopping cart

ABANDONMENTRATE3

ONLY 16% OF CUTOMERS

willing to give a bad app more than one attempt2

1. ZDNet; 2. Econsultancy; 3. Invesp.com


The rise of the Chief Digital Officer

25% of companies will have a chief digital officer in the C-suite by 2015 (source: Gartner Digital Marketing Spending Survey – 7/14)

Growing internet-based channels drive consolidation all under one team

Absorbing key elements from LoB and IT

Everyone is hiring data analysts

Every organization has initiative to expose, measure their data

Rise/relevance of the developer


CMO, CRO, etc

Web properties

HTML development

Mobile Apps (outsource)

Development

QA

LoB Function

LoB

IT - CIO

CTO IT Ops VP Apps

Dev

QA (could be separate)

VP of Mobility

Development

QA

IT - Chief Digital Officer

Performance testing

Dev/Ops

Operations (IT)

IT

Chief Digital Officer

Web properties

HTML development

Dev/Ops, release

Mobile Apps (insource/outsour

ce)

Development

QA

(From IT)

Performance testing

Dev/Ops

Operations (IT)

© 201

5 Keynot

Pressure to work together

43% of marketers believe IT hinders business success

47% of CIOs believe they are driving digital leadership

15% of CEOs agree

Maximize Business Value

PRODUCTR&D

MANUFACTURINGSALES

OPERATIONSINFORMATIONTECHNOLOGY

Control Cost • Minimize Risk

FINANCE & ADMINISTRATION

The Reality

Top Line Growth • Investment Risk

IT - CIO

CTO IT Ops VP Apps

Dev

QA (could be separate)

VP of Mobility

Development

QA

IT - Chief Digital Officer

Performance testing

Dev/Ops

Operations (IT)

ITCMO, CRO, etc

Web properties

HTML development

Mobile Apps (outsource)

Development

QA

LoB Function

11

The Marriage of IT and Digital Owners

He said, she said

Business and User Behavior Technology Behavior

How the LoB thinks about the site/app How IT think about it

Growth – New users registering for the app Time to Interactive Page, Page Load Time (over time)

Conversions – Customer journey success rates Time to Interactive Page, Page Load Time

Retention - Repeat visitors Queries per Minute

Referrals – Referred customers Concurrent DB Connections

Abandonment - Exit rate # HTTP Errors (e.g., quantifying 404’s etc.)

Engagement – Average duration, spinners, freezing Time to First Byte, Time to First Paint


Question #1


Are we aligned on our goals and objectives? Is there a shared understanding

of business objectives—especially within IT?

How do we establish and maintain performance goals?

Commitment Governance

Process Metrics

Question #2

Do we measure performance in terms of business outcomes? Can you correlate user

experience and network responsiveness to adoption, conversion, engagement, etc.?

Is this relevant across all our digital channels including mobile?


Question #3

How fast is fast enough? Do we understand the digital

alternatives available to our customers?

Are we staying ahead—today, tomorrow, onward?


Question #4

Can we quantify return on digital experience investment? Do we understand the trade-offs

between certain design choices and performance?

Are we getting the most return on investment in 3rd party services and managing providers effectively?


Question #5

What is our approach to continuous improvement? Do we actively audit, adjust and

retire 3rd party services to minimize impact on customer experience?


Sundial by llz west on Flickr

Digital Business Optimization


BUSINESS OUTCOMES

BIG DATA & INTEGRATIONS

DIGITAL PERFORMANCE INTELLIGENCE

QUALITY PERFORMANCE INDUSTRYSCORECARDS

Digital Performance IntelligencePerformance BenchmarkingPerformance ROIServices and Insights

QualityMobile TestingLoad Testing

PerformanceMobile App MonitoringWeb MonitoringBoth Real User and Active

Industry ScorecardsIndustry BenchmarksCompetitive Research

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