IS IT THE SUPER BOWL? OR THE SLOW-SITE BOWL?Spend your marketing budget on marketing, not outages.

EVERY YEAR A WEB SITE PROMOTED DURING THE SUPER BOWL EXPERIENCES AN OUTAGE

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The expected spend during Super Bowl 2014 will be $4 million for 30 seconds of 2014 Super Bowl commercial airtime.

At last year’s Super Bowl, at least 13 sites promoted during the game experience an outage.

What are these companies doing wrong?

3 GAPS IN SITE DEPLOYMENT THAT CAN KILL REVENUE

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1. Actionable data to make intelligent routing decisions

2. Incomplete or restricted insight into the application ecosystem

3. Inadequate response to system issues (i.e., scaling capacity)

These companies aren’t doing anything obviously wrong. But by relying on traditional methods for deploying their sites, they are introducing vulnerabilities that will weaken their site under high demand. It comes down to three gaps:

WHAT HAPPENS TO A COMPANY’S REVENUE WHEN A SITE GOES DOWN

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"Amazon reports that a 100 millisecond delay on its website equates to a 1% drop in revenue.”

- Bob Buffone, Yottaa co-founder and CTO

MIND THE GAP—CREATE AN APPLICATION FRAMEWORK THAT HELPS TO DRIVE REVENUE

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Companies need a new approach. A solution that can address the entire application framework, from traffic optimization to dynamic capacity scaling. Any solution should enable:

• Active monitoring to derive and apply actionable data

• Ability to apply data from monitoring to automatically scale capacity

• Application of compute resources to support key revenue-driving behaviors (e.g., complete online purchase)

• Optimize traffic routing

ACTIONABLE DATA

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Forecast for change instead of responding retroactively

Determining whether a server can accommodate incoming spikes in traffic is ideally done before traffic begins to overwhelm an individual load balancer or application server. Instead of estimating traffic demand using long-term historical trends to manually provision your system, consider solutions that are able to forecast changes in traffic and inform capacity scaling.

AGILE CAPACITY—DYNAMIC, AUTO-SCALING

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Consider a hybrid environmentTo deliver a high performing application, you want the application capacity to vary and match the number of requests and request types coming from customers. When you have lots of users you want lots of application capacity, especially if those customers are in the process of checking out. Look for a solution that not only monitors incoming requests but applies insights to adjust capacity requirements.

Check out this list of questions about hybrid or cloud bursting to ask your Systems Integrator or Hosting provider before moving portions of your site over.

SUPPORT APPLICATION

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Traffic patterns may reveal other insights than page requests

Look for a solution that inserts itself into the data stream. This is beyond load balancing—you want a solution that can begin to materially impact site performance. The idea is to influence not only the application performance but help redefine success. By considering what customers are trying to accomplish when they arrive (e.g., complete banking transactions, or complete an online shopping purchase) companies can tailor a system that begins to support those revenue-driving behaviors.

OPTIMIZE TRAFFIC

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Routing traffic to a down site is not a success

Businesses that opt for traditional routing algorithms (e.g., Round Robin, Random) lose out on valuable data that can be derived from analyzing the varied requests coming into the application. Traffic demands can reveal more than just content types. The sequence of requests, their timing—including data from both the application server and ADCs—may further enlighten the revenue indicators used in business analytics reports.

PREPARE YOU SITE FOR UNBRIDLED SUCCESS

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To prepare your site for success, make sure your application framework is able to:

• Use actionable data• Allow for responsive auto-scaling• Match system resources to application

purpose• Provide insight into customer traffic

patterns

HAVE A GREAT TIME WATCHING THE SUPER BOWL

Lagrangesystems.com