HUT Group leverages Analytics to turbocharge Business Outcomes Jose Ramon Bronet, Professional Services, AppDynamics Mike Anand, Director Product Marketing, AppDynamics

•  WHO WE ARE •  KEYS TO SUCCESS •  A JOURNEY TO SOLVING PROBLEM

•  USE CASES

•  CONCLUSION & NEXT STEPS

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Agenda

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THE UK’S LEADING MULTI-WEBSITE ONLINE RETAILER

BOARD MEETING – March 2015 •  Overview and Key Updates

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Burning Questions to Answer

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1)  Real-time customer traffic and site speed performance

2) Why are sales softer than expected today / last week / last month 3) What is broken? Is it Trading or is it Technology?

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Why are these important?

1)  3 hours lag in data from other analytics tools require isn’t good enough AND human analysis is not an option

2)  Know real-time sales performance issues and tie to business impact and customer experience

3)  Know who, when, where, what and how about customers

Where we were?

The Data Problem •  60 Sites

•  76 KPIs per site

•  4560 Individual graphs in one tool alone

•  +200 hourly MS BI reports

•  Google Analytics contain 1000s of metrics too! And is 3 hours behind!

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Many DATA sources

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Multiple dashboards

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Records Everywhere

•  BLACK FRIDAY

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Where we were…before AppDynamics

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Server Instability Pre-AppD insight Nov ‘13 Sept ‘14

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Server Instability Pre-AppD Dec ‘13 Oct ‘14

AppDynamics Instrumented

!

AppDynamics agents monitor every Business Transaction

Automatically collected

Automated Business Context

and deliver end-to-end application performance visibility

100% Business Transactions

AppDynamics agents collect business data

and enable business and operational visibility

Platinum customer

British Airways API

Flight to London

Total cost $1,800

Kevin Gold IOS

AT&T

Laura Lewis iPad

T-Mobile

Poor experience

Flight to New York

Code level issue

Silver customer

Total cost $712

Matt Jacobs IOS

AT&T

Good experience

Gold customer Flight to

Miami

Total cost $650

Database issue

Tracy Kraft iPhone 6

AT&T

Poor experience

Silver customer

Code level issue

Flight to Tokyo

Total cost $1,100

Libby Halll iPad

T-Mobile

Poor experience

Platinum customer

Code level issue

Flight to New York

Total cost $850

Log

Story time

Real-time data for customer traffic and site speed performance on a per site basis

Real-time data for customer traffic and site speed performance on a per site basis

Real-time data for customer traffic and site speed performance on a per site basis

Reduced cost, Time to respond, and Proactive Notification

“This was literally impossible before Analytics” – Neil Riddaway

Conclusion

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AppDynamics Analytics Benefits

•  Real-time interactive data vs. static dashboard

•  Software making intelligent & informed decisions

•  Proactive alerting to business impact scenarios

•  Analytics driving pricing & promotional strategic decisions in real-time

APPDYNAMICS DRIVING DIGITAL TRANSFORMATION

Next Steps

•  Dive deeper into conversions, drop offs, and identifying key customers driving sales

•  Be proactive – reach out before they do •  Make customer journey central to everything we do

•  IT influencing business outcomes to drive growth

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“The big thing here as well is we will see site performance issues before anyone else,

massively increasing confidence from the business that

IT essentially “Know what they’re doing”. In a

service related role, that’s priceless”.

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“AppDynamics Application Analytics has enabled us to optimise customer experience and business outcomes of our software applications,” said Neil Riddaway, Site Reliability Manager at Hut Group. “We strive to merge IT and

business goals in order to be speaking one language, and have one version of the truth. The AppDynamics platform provides real-time analysis and insights into our application, user experience and customer engagement

resulting in improved segmentation and usage analysis improving business results. We can now make data driven decisions, in real time, using actual customer information rather than a mixture of art and science".

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Thank You