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Today’s Business Challenges Will Not be Solved With Yesterday’s Technology

Technological Innovations – A New Marketing Approach

Innovation is occurring at 1997 levels again. Fueled by a new type of consumer, global manufacturers are busy retooling their websites and infrastructure to meet what they believe will be a  huge post recessionary demand. Enterprises around the globe, many that have been on a ten-year technology hiatus, are suddenly discovering that their consumers are no longer passive shoppers waiting to be sold. Today’s consumers are far more comfortable shopping online while seeking buying advice from social contacts versus the vendors themselves. Technology once again appears to be the key to competitive advantage.

Sales and Marketing campaigns are now focused on bringing consumers to corporate websites often, more so than into stores. Existing websites are being rebuilt to incorporate social media tools, such as Twitter and Facebook, as well as delivering flashy campaigns via video, animation, hi-res graphics and text. Enterprises are beginning to see the power of these campaigns as millions of users can respond immediately following a launch. One of the most outlandish ad campaigns in this new paradigm was Denny’s offering a free breakfast to every American. Denny’s launched the campaign with a Super Bowl ad that drove interested consumers to their web site. Within four hours 59 millions Americans did just that. To service this type of demand requires a very dynamic and elastic deployment architecture which is being increasingly supplied by Cloud providers such as Amazon, IBM and Microsoft.

These campaigns our also yielding enormous amounts of useful data for enterprises. Some is consumer related while some of the data is operational in nature. SOASTA recently ran a five-hour test simulating millions of users hitting an enterprise website, while monitoring all areas (end-to-end) of performance. This single test yielded over 25TB of Performance Data about how the application/servers/load balancers/bandwidth/databases fared during the test, including the impact on end user experience. Incredibly valuable data indeed, but unless enterprises have the right data management/BI tools, and the expertise to use them, turning the data into actionable information is like finding a needle in a haystack.  A whole new generation of technology (such as SOASTA CloudTest Analytics, the first real-time OLAP engine built specifically for web performance) are beginning to emerge to help solve today’s business issues. 

Today’s Business challenges will not be solved with yesterday’s Technology!

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