Hut Group is a leading online retailer in the UK. They were struggling with analyzing data from 60 sites across many tools to understand customer traffic, site performance, and sales. This made it difficult to quickly address issues and optimize the business. Using AppDynamics, Hut Group now gets real-time data on all key performance indicators and business transactions from a single platform. This allows them to proactively detect and resolve problems, as well as make data-driven decisions to improve customer experience and boost sales. The new insights have helped reduce costs, sped up response times, and enabled Hut Group to better merge IT and business goals.

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

2. • WHO WE ARE
• KEYS TO SUCCESS
• A JOURNEY TO SOLVING PROBLEM
• USE CASES
• CONCLUSION & NEXT STEPS
2
Agenda

3. 3
THE UK’S LEADING MULTI-WEBSITE ONLINE RETAILER

4. BOARD MEETING – March 2015
• Overview and Key Updates
4

5. Burning Questions to Answer

6. 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?
6

7. Why are these important?

8. 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

9. Where we were?

10. 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!
10

11. Many DATA sources
11

12. Multiple dashboards
12

13. Records Everywhere
• BLACK FRIDAY
13

15. Where we were…before AppDynamics
15
Server Instability Pre-AppD insight
Nov ‘13 Sept ‘14

16. 16
Server Instability Pre-AppD
Dec ‘13 Oct ‘14
AppDynamics
Instrumented
!

17. AppDynamics agents monitor every Business Transaction
Automatically collected
Automated Business Context
and deliver end-to-end application performance visibility
100% Business Transactions

18. 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

19. Story time

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

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

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

23. Reduced cost, Time to respond, and Proactive
Notification
“This was literally impossible before Analytics” – Neil Riddaway

24. Conclusion

25. 25
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

26. Next Steps

27. • 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
Copyright © 2015 AppDynamics. All rights reserved. 27

28. “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”.
Copyright © 2015 AppDynamics. All rights reserved. 28

29. “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".
Copyright © 2015 AppDynamics. All rights reserved. 29

30. Thank You