We cover best practices and use cases in e-commerce optimizations, both through customer experience management and performance tuning. Learn how large retailers have leveraged customer experience management solutions to improve their shoppers' online experience by: Analyzing historical e-commerce platform usage Monitoring site usage and issues through dashboards, events and alerts Identifying failure trends to prevent lost revenue and negative shopper experiences Transforming customer feedback into actionable steps

1. Increase Online Profitability and
Enhance Your Customer Experience
with IBM Tealeaf
Sameer Peera
Scott Schuler
Brian Flanagan

2. Agenda / Speakers
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•
•
•
•
About Perficient
Introduction
Analytics
Tealeaf
Q&A
Sameer Peera
Principal, National Commerce Practice
Sameer.Peera@perficient.com
Brian Flanagan
Director, Experience Design
Brian.Flanagan@perficient.com
Scott Schuler
Practice Lead, Tealeaf
Scott.Schuler@perficient.com
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3. About Perficient
A IT Consulting & Digital Agency with global capabilities
focused on helping our clients realize their business
strategies through the effective implementation of compelling
customer experiences.
Fast Facts:
• Founded 1997
• $380 MM+ in annualized revenues
• 24 locations in North America
• Offshore in Europe, China and India
• 2000 + employees
• Served 450+ clients in past 12 months
• Numerous Industry & Solution Awards
• 85% Repeat Client Engagements
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4. Polling Questions
4

5. Business Challenges – Holiday Readiness
•
Customer Experience
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–
•
Gartner reports that by 2017, CMO’s are
expected to spend more on IT than CIO’s
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•
Gaining insight into customer behavior is key
Create a seamless experience across all
channels with emphasis on Customer
Service
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–
•
Usability
Information Architecture
Web + Mobile
Ultimately impacts your brand image and
reputation (Think Twitter / Facebook)
Marketing Attribution
–
Evaluating channel performance and focusing
on best path to conversion
95%
68%
120 million
Percentage of senior
executives believe that the
customer experience is the
next competitive battleground
Percentage of customers that
interact with multiple channels when
researching, purchasing, or
servicing a product
Number of people who
participate in social networking
5

6. No Visibility Into Why Customers Succeed or Fail
IT Team
Performance
Metrics
But why did customers
succeed or fail
on our site?
Business Team
Funnel
Reports
7/23/2005,0:06:31,192.168.1.207,,10.10.20.47,80,GET,/store/,,302,405,460,10,Mozilla/4.0+(compatible;+
1 2 3 4
MSIE+6.0;+Windows+NT+5.1),-,,7/23/2005,0:06:32,192.168.1.207,- #550356 $54.72 <id56043>
,10.10.20.47,80,GET,/store/Default.asp,#864021 $89.12 <id23856>
,200,13631,461,1122,Mozilla/4.0+(compati
ble;+MSIE+6.0;+Windows+NT+5.1),-,,#756053 $129.12 <id85476>
#173460 $12.00 <id87953>
#783452
Server
Logs
Customer Service
$7.32 <id87342>
Business
Trends
Transaction
Logs
Customer Calls
To: Customer Service
[+]
Customer
Surveys
Your site lost my
shopping cart .
Customer Emails
6

7. Filling the Gap – Understanding “Why?”
IT Team
Business Team
Performance
Metrics
7/23/2005,0:06:32,192.168.1.207,- #550356 $54.72 <id56043>
,10.10.20.47,80,GET,/store/Default.asp,#864021 $89.12 <id23856>
,200,13631,461,1122,Mozilla/4.0+(compati
ble;+MSIE+6.0;+Windows+NT+5.1),-,,#756053 $129.12 <id85476>
#173460 $12.00 <id87953>
Server
Logs
Review Cart
Funnel
Reports
Submit Order
7/23/2005,0:06:31,192.168.1.207,,10.10.20.47,80,GET,/store/,,302,405,460,10,Mozilla/4.0+(compatible;+
1 2 3 4
MSIE+6.0;+Windows+NT+5.1),-,,-
#783452
Tealeaf
$7.32 <id87342>
Empty Cart?
Customer Service
Your shopping cart is empty
Business
Trends
Transaction
Logs
Customer Calls
To: Customer Service
[+]
Customer
Surveys
Your site lost my
shopping cart .
Customer Emails
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8. Analytics & UX
Brian Flanagan
8

9. Analytics & UX
“The price of light
is less than the
cost of darkness.”
11/19/2013
Arthur C. Nielsen
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10. Analytics & UX
UX
User
Research
CEM
Analytics
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11. Analytics & UX
User Research
Analytics
Qualitative
Quantitative
High-Quality
High-Quantity
Attitudes
Behavior
Observation
Performance
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12. Analytics & UX
12

13. Analytics & UX
Configure
Describe
Predict
Prescribe
Goal Setting
Data Collection
Reporting
Analytics
Automation
Tag
Management
Data
Integration
Analysis
Decision Making
Attribution
Modeling
Sentiment
Strategic
Planning
CEM
13

14. “You can use all the
quantitative data you can
get, but you still have to
distrust it and use your
own intelligence and
judgment.”
-
Alvin Toffler
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15. Analytics & UX
15

16. Analytics & UX
16

17. Analytics & UX
17

18. Tealeaf
Scott Schuler
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19. What is Tealeaf?
Tealeaf is a tool that provides real-time
visibility into online customer experience.
Real-time data comes directly from a capture point internal to the network
Captured data does not rely on logs, or external processing,
Tealeaf is easily scalable and can grow as requirements dictate.
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20. IBM Tealeaf Customer Experience Product Suites
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21. Why Tealeaf?
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Tealeaf solutions enable companies to better understand the “why” of
a specific customer’s digital and mobile interactions and use this
insight to optimize the customer experience across the
Buy, Market, Sell, and Service functions.
•
Tealeaf is a leading provider of digital customer experience
management and customer behavior analysis solutions with over 450
customers worldwide
Immediate understanding of customer impact
Proactive management of customer facing issues
True insight into the customer experience
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22. Industry Benefits of Tealeaf
An online travel agency understands that when visitors misspell a
vacation package name and receive zero search results, nearly 100% of
the visitors leave the site without completing a booking.
Travel
With this knowledge, the website team can adjust the search results to
clarify the error message and offer other navigation options.
An online insurance company uses digital analytics to analyze visitors
working through the online quoting process to identify those visitors that
abandons the process prematurely.
Insurance
With this knowledge, the e-commerce team can replay their sessions to
identify and address the key abandonment drivers.
A major regional bank uses mobile experience analytics to understand
which features and services are most meaningful to their users and which
apps or sites should be developed for which mobile platforms.
Banking
This information enables the site designers to better manage the process
of delivering mobile apps and meeting customer expectations
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23. Questions?
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