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1
>
Ann Sung Ruckstuhl, @annruck
High Performance 

Customer

Experience
IT

Performance
Business
Outcome
Analytics
4
1% Sales
$880M
 $45M
0.2% Searches
@ 1 Second
2% Conversion
$244M
Gartner, Walmart
5
“eCommerce” MASLOW
Smart
Fast
Easy
Secure
Functional
Physiological
Safety
Love/Belonging
Esteem
Self Actualization
What	
  impact	
  does	
  
performance	
  have	
  	
  
on	
  my	
  business?	
  
SOASTA
2.5 Seconds
Nordstrom’s “Magic Number” is 3 Seconds
Nordstrom
What’s Your Magic Number?
•  Impatient consumers
•  Spiky demand 
•  Mobile & IoT
•  Dependency on 3rd parties
•  Complex technology
•  Lack insight...
10
Spiky Demand
Is Here to Stay
Seasonal Holidays

Manufactured Holidays
12

33% 

of orders came
from a mobile
device
Shopify
13
Google, SeeWhy
90%
People who move between devices to accomplish a goal
2.6
Average number of devices used by a shopper...
14
o  18 = Average Number of 3rd Party Calls Per Page 
o  Third party content can make up > 50% of page requests
my
Layer 6

Presentation Layer
Layer 4

Transport Layer
Layer 2

Data Layer
Layer 7

Application Layer
Layer 5
Session Layer
...
16
Smart
Need Insights & Control
DATA SCIENCE TO THE RESCUE
19
20
21
What’s the “real” performance outcome? Now?
What if page load time went down to 3 seconds?
Show Me the Way with Predictive “What If’s”
24
Performance = CX + Business Outcome + IT Performance
Measure
Every user experience
and outcome
Test
Continuously check
...
25
Test your strength

"
www.soasta.com/cpi
27
•  Know your performance baseline (CPI) 


•  Embrace a digital performance culture 
•  Establish shared performance KP...
Ann Ruckstuhl eTail West
Ann Ruckstuhl eTail West
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Ann Ruckstuhl eTail West

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High performance is a combination of customer experience, business outcomes, IT performance, and analytics. SOASTA CMO Ann Ruckstuhl presents on how to own your digital performance management so that you and your customers can win at eTail West 2016.

Published in: Technology
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Ann Ruckstuhl eTail West

  1. 1. 1 > Ann Sung Ruckstuhl, @annruck
  2. 2. High Performance Customer
 Experience IT
 Performance Business Outcome Analytics
  3. 3. 4 1% Sales $880M $45M 0.2% Searches @ 1 Second 2% Conversion $244M Gartner, Walmart
  4. 4. 5 “eCommerce” MASLOW Smart Fast Easy Secure Functional Physiological Safety Love/Belonging Esteem Self Actualization
  5. 5. What  impact  does   performance  have     on  my  business?   SOASTA 2.5 Seconds
  6. 6. Nordstrom’s “Magic Number” is 3 Seconds Nordstrom
  7. 7. What’s Your Magic Number?
  8. 8. •  Impatient consumers •  Spiky demand •  Mobile & IoT •  Dependency on 3rd parties •  Complex technology •  Lack insights & control “CRISIS”
  9. 9. 10
  10. 10. Spiky Demand Is Here to Stay Seasonal Holidays Manufactured Holidays
  11. 11. 12 33% of orders came from a mobile device Shopify
  12. 12. 13 Google, SeeWhy 90% People who move between devices to accomplish a goal 2.6 Average number of devices used by a shopper during a single transaction 6.2 Number of visit an average shopper makes before buying 97% Mobile transactions abandoned
  13. 13. 14 o  18 = Average Number of 3rd Party Calls Per Page o  Third party content can make up > 50% of page requests my
  14. 14. Layer 6
 Presentation Layer Layer 4
 Transport Layer Layer 2
 Data Layer Layer 7
 Application Layer Layer 5 Session Layer Layer 3
 Network Layer Layer 1 Physical Layer Technology Stack Getting More Complex SPA CDN Payments Clouds Social Carriers CRM Marketing Advertising APM Devices Network
  15. 15. 16 Smart Need Insights & Control
  16. 16. DATA SCIENCE TO THE RESCUE
  17. 17. 19
  18. 18. 20
  19. 19. 21
  20. 20. What’s the “real” performance outcome? Now?
  21. 21. What if page load time went down to 3 seconds? Show Me the Way with Predictive “What If’s”
  22. 22. 24 Performance = CX + Business Outcome + IT Performance Measure Every user experience and outcome Test Continuously check
 functionality & load Optimize Prioritize improvements using ROI
  23. 23. 25
  24. 24. Test your strength " www.soasta.com/cpi
  25. 25. 27 •  Know your performance baseline (CPI) 
 •  Embrace a digital performance culture •  Establish shared performance KPIs 
 •  Correlate User Experience, Business & IT metrics •  Identify patterns & optimize “smartly” Visit Us @ Booth 418

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