Actionable Analytics Delivering a Superior Digital Experience

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actionable-analytics-delivering-a-superior-digital-experience

Actionable Analytics:

Delivering a Superior

Digital Experience


How Does Your Digital Experience Rate?

99% OF BUSINESSES IN THE U.S.

EXPECT TO SEE AN AVERAGE OF

21% GROWTH FROM EMBRACING

digital transformation. 1

BUT ONLY 20% RATE THEMSELVES

AS Very Good AT PROVIDING

A SEAMLESS digital experience

ACROSS MULTIPLE PLATFORMS. 2

1

Vanson Bourne, “Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters,”

Commissioned by CA Technologies, October 2016.

2

Ibid.

2


Converging Customer, Business and

Technical Trends

When it comes to your applications, whether they’re of the mobile, web or

on-premises varieties, you want to make sure they’re always delivering a five-star

experience for users. And that means ensuring smooth and predictable performance

from the front-end user interface (UI) through the supporting application

infrastructure all the way to the back-end systems it’s calling on for data.

However, the convergence of a few trends has recently made this a more urgent

and difficult challenge. For one, your customers are more demanding than they’ve

ever been, and they won’t hesitate to share a negative experience they’ve had

with an app on social media. From a technical standpoint, you’ve got many more

points of failure as things like APIs, microservices, containers and the like join

your infrastructure alongside the usual legacy systems of record. Finally, there’s

the fact that keeping your app humming requires seamless collaboration across

the various groups who touch it—from designers and developers to IT operations

to marketers and executives.

OF SURVEYED ORGANIZATIONS:

90% EXPERIENCED

BUSINESS CHALLENGES with

digitalization, including resistance

to change and lack of in-house skills.

91% EXPERIENCED

TECHNICAL CHALLENGES, such

as increased complexity, siloed data

and speed of technology change. 3

When you examine all of these expectations, requirements and complexities together, it’s no wonder

that so many organizations struggle to connect all the dots that make up the digital user experience.

3

Vanson Bourne, “Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters,”

Commissioned by CA Technologies, October 2016.

3


Struggling to Deliver That Five-Star Experience

To date, many organizations like yours have monitored the user experience in an almost forensic way by:

Triaging data from a variety of

siloed tools, such as application

performance management (APM),

infrastructure management, crash

and mobile app analytics

Relying on the expertise

of architects, coders,

network specialists and

others with particular kinds

of application expertise

Monitoring customer

reviews and

support tickets

The hope is that once all of this information is pulled together, it will tell a clear story about how a given app is performing—and which

elements of it need to be improved to deliver that five-star experience.

The problem is, this approach takes an unpredictable amount of time, impacts productivity and often doesn’t reveal the root cause of an

issue. Plus, it’s a reactive way of tackling the challenge. If you’re waiting for comments and reviews to tell you there’s a problem, then

you’re putting your brand reputation at risk—not only with the customers writing them, but with every potential prospect reading them too.

After all, every connection is an opportunity to delight and win

loyalty or deliver a bad experience and risk abandonment.

4


A More Holistic View of the

Entire Digital User Experience

It’s clear that a different approach is required—one that trades in the point tools

and siloed analyses for a more holistic, outside-in and inside-out view of the entire

digital user experience. And to achieve this, all of your teams—development,

operations and the business—need to be working together to assemble and assess

that big picture. Of course, when using siloed solutions, this is easier said than done.

ACCORDING TO IDC,

70% of siloed digital

transformation initiatives will

ultimately fail due to

insufficient collaboration. 4

In fact, 90% of organizations feel they lack insights into their digital experience,

with the top three areas of improvement being: 5

USAGE ANALYTICS

that measure user

location, retention

and experience

INSIGHTS

into the customer

journey from one

channel to another

PERFORMANCE

ANALYTICS

for deep visibility

from the user device

to the back end

4

Bill Keyworth, Jeff Rivkin, “2016 IDC FutureScape CIO Agenda Prediction 4,” November 2015, IDC#US40550115.

5

Vanson

Bourne, “Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters,” Commissioned by CA Technologies, October 2016.

5


Usage Analytics That Measure User Location,

Retention and Experience

User experience data and KPIs are critical for understanding how

users interact with your apps. They measure how users access an

app and how often, how frequently they switch between channels

or devices and how often they’re affected by performance issues,

errors or crashes.

Why is this a challenge? This data is critical to

understanding how users interact with your apps and whether or

not bad design, code or infrastructure are impacting their usage

and enjoyment of them. However, this data is often split between

disparate marketing, performance and crash analytics platforms,

which makes it difficult to assemble actionable insights.

How can you improve? When you can examine

performance, crash and usage data together, you get a complete

picture of the user’s journey to and through your application. You

can see where their engagement peaked and crested, and use

these insights to improve the experience in the specific areas that

will impact retention and enjoyment. In addition, understanding

how the customer interacts with your app and when and why

they encounter issues can help you improve the design and flow

of your application for the next release.

6


Insights Into the Customer Journey

From One Channel to Another

Understanding the complete customer journey means

monitoring multiple formats, channels and devices—from

wearables to mobile apps to websites and everything in

between—and extracting insights you can use to improve the

user experience.

Why is this a challenge? As users move between

these various devices and channels during their journey, there

are nearly infinite variables that can impact their experience. For

example, they may browse your offerings on their smartphone,

but then switch to the desktop site to complete a purchase. But

what made them switch? Did the mobile app crash? Are the

shopping features poorly designed? If this data is spread across

different tools and business units, it can be tough to understand

what exactly is creating frustration for your users.

How can you improve? When you combine user

behavior data with operational performance metrics, you can

better understand how and where your customers are using your

apps, and if they encounter a poor experience, determine the

root cause of the problem so you can proactively fix it before it

affects other users—and your brand.

7


Performance Analytics for Deep Visibility

From the User Device to the Back End

The modern application infrastructure comprises a mix

of on-premises legacy systems and data, APIs and cloud

services, creating a complex path for transactions to travel.

Understanding how each component performs its duties is key

to assembling the bigger picture that is the user experience.

Why is this a challenge? With all of these different

elements of the application environment generating their

own data, it’s easy to get overwhelmed with the collective

noise that they create. So when the front-end user experience

suffers, finding the root cause in the back end is akin to the

proverbial needle in the haystack.

How can you improve? When you marry the

outside-in user experience data with the inside-out view

of how each element of your application environment is

performing, you can quickly find and drill down into specific

design, code or architectural issues—from the user device

all the way through the mainframe and cloud services. As a

result, you’ll know exactly where to focus your limited resources

to make the biggest impact on the customer experience.

8


About the Solution From CA Technologies

For application owners and IT operations teams who are responsible for digital transformations and need to deliver a five-star

customer experience across web, mobile and wearable devices, CA App Experience Analytics provides proactive, real-time insights

into real user behavior, buyer trends and omnichannel performance.

WITH CA APP EXPERIENCE ANALYTICS, YOU CAN:

Design for the user experience:

Analyze user experience data and

determine stickiness based on visits and

usage, and leverage these insights to

enhance application development.

Optimize the customer journey:

Get details on performance across channels

to address incidents before they impact

users, and improve their experience across

web, mobile and wearable devices.

Improve digital performance:

Gain visibility into back-end services and

infrastructure to determine if the issue is

with design, code or architecture, and speed

triage for an improved user experience.

WATCH VIDEO WATCH VIDEO WATCH VIDEO

When you optimize the customer journey with CA App Experience Analytics, you’ll retain existing and attract

new customers, increase revenue, achieve faster resolution times and deliver innovations quickly by boosting

development productivity.

9


Examples of Customer Success

OPTIMIZE THE CUSTOMER JOURNEY

“CA App Experience Analytics definitely has a

more advanced visualization than anything

we’ve used before, and it’s easier to get an

understanding of what the data means.” 6

Chris Kilroy, director of client integration and activation, CNN

“CA App Experience Analytics will provide us with the

insights into buyer behaviors, crashes and application

performance that will enable us to proactively solve

any incidents that occur and improve the overall digital

experience our customers receive.” 7

Francisco Guirado, IT monitoring manager, Produban

DESIGN FOR THE USER EXPERIENCE

Retain and attract new customers or up to a

INCREASE IN REVENUE.8

15%

IMPROVE DIGITAL PERFORMANCE

INCREASE REVENUE BY UP TO 5%

with faster time to market for revenue-producing

web, mobile and wearable apps. 11

Improve the user experience with

FASTER RESOLUTION TIMES.9

40%

2.3x MORE LIKELY TO SPEED TIME

to market for new apps and products. 10

APP

Reduce costs and increase productivity by cutting

12

crisis staff and developer labor UP TO

25%.

1.7x

more likely to

ENHANCE APP RELIABILITY. 13

6

CA, “Democracy, Driven by Data: CNN and CA Technologies put the power of data in the hands of the people,” May, 2016.

7

CA, “CA Technologies Empowers Organizations to Deliver a Seamless Digital Experience Across Web, Mobile and Wearables with New SaaS Analytics Solution,” September 20, 2016.

8

CA, “CA App Experience Analytics monitors, measures and improves the web and mobile end-user experience,” 2016.

9

Ibid.

10

Vanson Bourne, “Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters,” Commissioned by CA Technologies, October 2016.

11

CA, “CA App Experience Analytics monitors, measures and improves the web and mobile end-user experience,” 2016.

12

Ibid.

13

Vanson Bourne, “Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters,”

Commissioned by CA Technologies, October 2016.

10


See How You Can Connect the Dots

of the Digital User Experience

To get your app firing on all cylinders, you need to monitor, analyze and fix it on the fly.

CA App Experience Analytics is the only fully integrated app analytics tool on the market,

with app performance management, developer analytics and usage analytics for web, mobile

and wearable apps, in one complete package.

In five minutes, you could be up and running with CA App Experience Analytics.

Start your free trial.

CA Technologies (NASDAQ: CA) creates software that fuels transformation for companies and enables them to seize the

opportunities of the application economy. Software is at the heart of every business, in every industry. From planning to

development to management and security, CA is working with companies worldwide to change the way we live, transact and

communicate—across mobile, private and public cloud, distributed and mainframe environments. Learn more at ca.com.

Copyright © 2016 CA, Inc. All rights reserved. All trademarks referenced herein may belong to their respective companies. This document does not contain any warranties

and is provided for informational purposes only. Any functionality descriptions may be unique to the customers depicted herein and actual product performance may vary.

CS200-229150

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