Tealeaf: Innovative Tealeaf Use Cases


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Here is the presentation that I gave at the Tealeaf UK Customer Experience Forum on September 17, 2009 in London

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Tealeaf: Innovative Tealeaf Use Cases

  1. 1. Innovative Tealeaf use cases Vernon Wyatt Director of Site Conversion Hotels.com 9/17/09 http:// www.linkedin.com/in/vernonwyatt
  2. 2. Agenda <ul><li>Goal of the Site Conversion Team </li></ul><ul><li>Site Conversion Team Allocation </li></ul><ul><li>How Hotels.com uses Tealeaf </li></ul><ul><li>Showcase a few of our Innovations </li></ul><ul><li>Site Conversion 101 </li></ul><ul><li>Are you ready for real-time? </li></ul>
  3. 3. Goal of the Site Conversion Team Output 2% place orders Black box Demand Generation Input 100% traffic Tech Ops BI e-Commerce Engine Blueprint of Customer Behavior What about the other 98%
  4. 4. <ul><li>40% Reactive </li></ul><ul><li>40% Proactive </li></ul><ul><li>20% Innovative </li></ul>Site Conversion Time Allocation
  5. 5. <ul><li>Example – an email from our CEO who experienced problems on the site </li></ul><ul><li>Result - From a partial screen we were able to identify, quantify and have an action plan for fix within the hour </li></ul>How Hotels.com uses Tealeaf 40% Reactive
  6. 6. <ul><li>Searching for Issues </li></ul><ul><ul><li>Review Tealeaf Dashboards </li></ul></ul><ul><ul><li>Review VOC feedback </li></ul></ul><ul><ul><li>Utilize Innovative Tools to find issues </li></ul></ul><ul><ul><li>Build out and refine our Tealeaf events </li></ul></ul><ul><li>Improve Business Processes </li></ul><ul><ul><li>Partner with the business </li></ul></ul><ul><ul><ul><li>Engage early Project Requirements (use cases, tracking) </li></ul></ul></ul><ul><ul><ul><li>Provide Business insights (demand reports, behavior analysis) </li></ul></ul></ul><ul><ul><li>Improve IT processes </li></ul></ul><ul><ul><ul><li>Provide feedback to QA </li></ul></ul></ul><ul><ul><ul><li>Provide feedback to Operations/Monitoring Team </li></ul></ul></ul><ul><ul><ul><li>Provide data for the Performance team </li></ul></ul></ul>How Hotels.com uses Tealeaf 40% Proactive
  7. 7. <ul><li>Enables us to spend one day a week working on projects that aren't necessarily in our job descriptions. </li></ul><ul><li>We can use the time to develop something new, or if you see something that's broken, you can use the time to fix it. </li></ul>How Hotels.com uses Tealeaf 20% Innovative (a.k.a. Google 20)
  8. 8. Here is how we Innovate…. <ul><li>The Tealeaf data is at the foundation of all of the innovations you will see </li></ul><ul><li>By leveraging the data you are able to utilize any visualization tool </li></ul>Visualization Tools
  9. 9. Innovative Challenge #1 Understanding Search Results Performance by Country <ul><li>Challenge </li></ul><ul><ul><li>Customers from different countries (i.e Australia, Italy, France, etc) were complaining of slow search results pages </li></ul></ul><ul><li>Initial Investigation </li></ul><ul><ul><li>The aggregate “all-in” search numbers looked fine </li></ul></ul><ul><ul><li>When we checked from London everything was fine </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Create a visualization that displays the average Search Page Response Time by Country in real-time </li></ul></ul>
  10. 10. Innovative Solution #1 Mashup Tealeaf data with Google Maps!
  11. 11. Innovative Challenge #2 Creating a Data Driven organization <ul><li>Challenge </li></ul><ul><ul><li>Display relevant data on 60” plasma TVs in the offices around the world </li></ul></ul><ul><ul><li>Make people aware that there is a lot of activity going on the site right now. </li></ul></ul><ul><li>Data Sources </li></ul><ul><ul><li>Tealeaf, DW, Marketing Campaigns, VOC, KPI’s </li></ul></ul>
  12. 12. Innovative Solution #2 Utilize Digital Signage to display real-time information <ul><li>Lobby </li></ul><ul><li>Employee Floor </li></ul><ul><li>Interactive Kiosk </li></ul>
  13. 13. <ul><li>NOC was missing critical alarms because there were too many alerts </li></ul><ul><li>Monitoring lagging indicators </li></ul><ul><li>Static Architecture diagram </li></ul>Innovative Challenge #3 Missing critical business alerts
  14. 14. Help your teams focus on what is important and where to go to get things fixed Innovative Solution #3 Mashup key alerts with your Infrastructure diagram
  15. 15. Other Innovations
  16. 16. Innovative Solution #4 ”Pops and Drops” - your problems “pop” to the top!
  17. 17. Innovative Solution #5 Mashup multiple data sources by time
  18. 18. Innovative Solution #6 Omniture (a.k.a. Adobeture  ) and Tealeaf one-click Integration
  19. 19. Site Conversion 101 <ul><li>4 Proactive Keys to Success </li></ul><ul><li>Focus on your outliers </li></ul><ul><ul><li>Tealeaf Deviation Report </li></ul></ul><ul><ul><li>Parse log files day over day </li></ul></ul><ul><li>Identify, quantify and eliminate your unhandled application errors </li></ul><ul><ul><li>Tealeaf event; “Page by Event Report” </li></ul></ul><ul><li>Closely watch your Purchase success rate (i.e. the last step) </li></ul><ul><ul><li>Simple Tealeaf Process Scorecard </li></ul></ul><ul><li>Focus on data quality </li></ul><ul><ul><li>Basic data validation of multiple systems </li></ul></ul><ul><ul><li>Implement some type of challenge response </li></ul></ul><ul><ul><ul><li>Bots can cause outages </li></ul></ul></ul><ul><ul><ul><li>Bots can cause reporting anomalies </li></ul></ul></ul>
  20. 20. Are you ready for Real-time?
  21. 21. Innovative Example #7 Respond to customers based on “Customer Value” <ul><li>Challenge </li></ul><ul><ul><li>VIP customers were not getting treated as VIP customers </li></ul></ul><ul><li>Limitation </li></ul><ul><ul><li>Customer feedback is handled as first come first serve. It could take 24 hours to get a response </li></ul></ul><ul><li>Plan </li></ul><ul><ul><li>Identify VIP customer’s in real-time and route their request to a special team with special powers </li></ul></ul>
  22. 22. Real-time Process From 24 hours to 6.3 seconds!
  23. 23. Q/A If you have any questions or want to continue the conversation, let’s connect via linkedin: http:// www.linkedin.com/in/vernonwyatt