Welcome!

Machine Learning Authors: Derek Weeks, Carmen Gonzalez, Elizabeth White, Liz McMillan, Jason Bloomberg

Related Topics: Microservices Expo, Java IoT, Microsoft Cloud, Machine Learning , @CloudExpo, @BigDataExpo

Microservices Expo: Article

Marketers: Did You Buy the IT Team Something Nice This Past Holiday?

Pull in your CTO before you read one more blog and make sure you’re fully prepared from an infrastructure perspective

With retail busy swinging for the fences this past holiday season, merchants and marketers may have forgotten to include IT when they launched big events to hit their targets. As both industry professionals and shoppers know, if your site doesn't load properly, then "the conversion that should have been" is likely happening elsewhere. Not a new story. Every year retailers big and small leave shoppers hanging - with a site that hangs - and miss critical holiday opportunities. But if these outages happen every year or so, many wonder why the industry is not ahead of the challenge.

Answer
We never do anything the same way twice. Retail is about comps, comps are about increases, and increases come only with changing our game plan. Inherent to online retail, a sea of new and emerging opportunities present themselves every time we check our email. Furthermore, there are plenty of retailers still testing and refining the existing marketing mix. We marketers seek new methods to beat last year and flood the site with qualified traffic. What's casually overlooked during this process, however, is a check-in with IT on whether or not the "big event" is about to turn the site upside down.

Let's take a look at three major factors surrounding this year's holiday that created pressures on site stability and review methods to help get in front of potential pitfalls.

Mobile and Responsive Design
A 2013 survey by Harris Interactive on the use of smartphones and tablets for holiday shopping showed a 36% surge in mobile traffic over last year.

For years we've watched mobile usage skyrocket so this stat is not particularly surprising. The stat does, however, become a risk when you consider marketers lobbying to merge mobile and desktop sites under a ‘One Web' concept.

Under One Web, the use of responsive or adaptive design means that all site traffic from all devices pings the same domain. Traditionally, load testing for the main site references historical peaks of activity - from desktop users - and measures site stability under a multiple of those benchmarks. Retailers are slowly moving away from the old "m dot" mobile sites in favor of a sleeker user experience and consistent content across devices. Retailers operating under a One Web strategy that do not consider mobile usage when load testing will find themselves peaking - or crashing - and missing revenue during critical days.

The Fix
Unfortunately, it's not as easy as just including mobile data for future tests. We must also account for the phenomenon that people are increasingly connected, and therefore usage and visit frequency are increasing on the whole. As web pages continue to get bigger and demand grows for perfectly optimized pages for all devices, it's important that your designers and developers prioritize performance testing with APM tools to analyze the impact of the load on the different application components. Your APM tools should be precise enough to show the specific mobile device, the specific location, and the specific browser. This dashboard shows performance stats from synthetic monitoring that your APM tool should capture.

Compuware APM/Gomez Monitoring Charts showing Response Time and Availability

This monitoring should be done not just before a massive new load, but as part of ongoing site performance management so that APM becomes part of the fabric of the overall success of the site. If you're a marketer pushing to go responsive, pull in your CTO before you read one more blog and make sure you're fully prepared from an infrastructure perspective.

To read more, please click here

Source of Infographics: Online survey conducted within the U.S. by Harris interactive on behalf of Compuware APM from Oct 14-16 2013.

More Stories By Aaron Smith

Aaron Smith is Associate Partner and Digital Thought Leader at Rosetta. He is a marketer with a degree in web development, and while these days he is usually discussing media mix, he got his start in online retail 12 years ago writing code - so this blog is written from that point of view. His position with IT folks is and always has been one of sympathy during the holiday season – when marketers run wild.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@CloudExpo Stories
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
In 2014, Amazon announced a new form of compute called Lambda. We didn't know it at the time, but this represented a fundamental shift in what we expect from cloud computing. Now, all of the major cloud computing vendors want to take part in this disruptive technology. In his session at 20th Cloud Expo, John Jelinek IV, a web developer at Linux Academy, will discuss why major players like AWS, Microsoft Azure, IBM Bluemix, and Google Cloud Platform are all trying to sidestep VMs and containers...
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
In his session at DevOps Summit, Tapabrata Pal, Director of Enterprise Architecture at Capital One, will tell a story about how Capital One has embraced Agile and DevOps Security practices across the Enterprise – driven by Enterprise Architecture; bringing in Development, Operations and Information Security organizations together. Capital Ones DevOpsSec practice is based upon three "pillars" – Shift-Left, Automate Everything, Dashboard Everything. Within about three years, from 100% waterfall, C...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
"We're bringing out a new application monitoring system to the DevOps space. It manages large enterprise applications that are distributed throughout a node in many enterprises and we manage them as one collective," explained Kevin Barnes, President of eCube Systems, in this SYS-CON.tv interview at DevOps at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Containers have changed the mind of IT in DevOps. They enable developers to work with dev, test, stage and production environments identically. Containers provide the right abstraction for microservices and many cloud platforms have integrated them into deployment pipelines. DevOps and containers together help companies achieve their business goals faster and more effectively. In his session at DevOps Summit, Ruslan Synytsky, CEO and Co-founder of Jelastic, reviewed the current landscape of Dev...
SYS-CON Events announced today that Catchpoint, a leading digital experience intelligence company, has been named “Silver Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Catchpoint Systems is a leading Digital Performance Analytics company that provides unparalleled insight into your customer-critical services to help you consistently deliver an amazing customer experience. Designed for digital business, C...
"We formed Formation several years ago to really address the need for bring complete modernization and software-defined storage to the more classic private cloud marketplace," stated Mark Lewis, Chairman and CEO of Formation Data Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
@DevOpsSummit at Cloud taking place June 6-8, 2017, at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long developm...
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
Updating DevOps to the latest production data slows down your development cycle. Probably it is due to slow, inefficient conventional storage and associated copy data management practices. In his session at @DevOpsSummit at 20th Cloud Expo, Dhiraj Sehgal, in Product and Solution at Tintri, will talk about DevOps and cloud-focused storage to update hundreds of child VMs (different flavors) with updates from a master VM in minutes, saving hours or even days in each development cycle. He will also...
A look across the tech landscape at the disruptive technologies that are increasing in prominence and speculate as to which will be most impactful for communications – namely, AI and Cloud Computing. In his session at 20th Cloud Expo, Curtis Peterson, VP of Operations at RingCentral, will highlight the current challenges of these transformative technologies and share strategies for preparing your organization for these changes. This “view from the top” will outline the latest trends and developm...
“RackN is a software company and we take how a hybrid infrastructure scenario, which consists of clouds, virtualization, traditional data center technologies - how to make them all work together seamlessly from an operational perspective,” stated Dan Choquette, Founder of RackN, in this SYS-CON.tv interview at @DevOpsSummit at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
@DevOpsSummit taking place June 6-8, 2017 at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @DevOpsSummit at Cloud Expo New York Call for Papers is now open.