how can you compete like amazon

CONFIDENTIAL – Not for Distribution | ©2016 SOASTA, All rights reserved.

How to Compete Like AmazonDecember 13, 2016

CONFIDENTIAL – Not for Distribution | ©2016 SOASTA, All rights reserved. 2

Your Tour Guides...

Dan BoutinVice President, Digital Strategy@DanBoutinGNV | [email protected]

Mat BallProduct Marketing Manager@matball49 | [email protected]


Shameless plugs, but worth your time.

No hassle, personal consultation.

Tech Talk Part 3.Special Guest - SOASTA Chairman

Ken Gardner

FACT: SOASTA’s customer base includes over ½ of the Internet Retail 100 list!


Today’s Agenda

1. E-commerce - context, who’s saying what, Amazon...

2. Office Depot

3. Lowes

4. Takeaways and Questions...Let’s jump in...


E-Commerce is on fire!


How to keep up? All about digital...


Amazon’s impact...


Why is Amazon so successful?

Technology“Technology infuses all of our teams...our processes, our decision-making, and our approach to innovation in each of our businesses.” – Jeff Bezos, Amazon

Data“Bigger is better. The more data you collect, the more fine-grained you can do your analysis.” – Werner Vogels, Amazon CTO


Amazon’s 2015 Results...

Amazon in 2015:● 13% Conversion Rate (74% for Amazon Prime)● 183 Million Unique Visitors / Month● Customer Satisfaction Score of 83 (ACSI)


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


Office Depot’s Digital Transformation

• From back-room QA lab to DPMo Evolving from testing to performance management

o Involved in every release

• User experience based testingo 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


LIVE Campaign Tracking

Anomaly Detection Revenue spike? Is there a

price error?Revenue too low? Check

webperf

Activity by CampaignCumulative Revenue by Campaign

Cumulative Revenue

All Activity


CURRENT STATE: CAMPAIGN PAGE TYPES

DATA:NOV 24-NOV 28

DESKTOP

MOBILE TABLET

Challenge:All Campaign Pages Slower Than Non-Campaign Pages


Benefits Gained & Expected

• Better understanding of how performance impacts revenueo Especially when analyzing web performance components

• Better understanding of customer journeyo Marrying web performance with revenue outcomes

• Using live UX data for actionable insightso Third party impacts

o Landing page performance, etc.


Today’s Challenge…..

“Our data changes every day. That makes data science the key.”- Stephen Carvelli, VP IT Digital, Lowe’s


Lowe’s Digital Performance Center of Excellence

• Deliver excellent omnichannel customer experienceo Real user monitoring (RUM) by location, device, campaign, conversion …

• Leverage actionable analytics to increase revenue & agilityo 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!


Benefits Gained & Expected

• Availabilityo High availability driven by executing the right tests at the right level.

o Understanding the coloration between availability/response time and sales

• Real-time resultso Know how your site is performing and what’s important to your customers

• Data Driven Decisionso Smarter decisions, targeted testing, customer focused

• Performance Cultureo Performance cannot start in the last mile of your project

o Better planning, strong focus, and reduced costs.


Key Takeaways


Thank you, how to connect with SOASTA...

other inquiries to [email protected]

Questions?

DPM Consultation www.soasta.com/compete-like-amazon

mailto:[email protected]