Chinalytics Longmarch Blog

One of the key challenges in optimizing digital advertising campaigns is managing the response time of the servers. Imagine if you will a restaurant that added a big billboard on the busy road in front of the store, and suddenly 10 times the customers arrive at the door and want to be served. If they cannot scale their operation (number of servers, tables, cooks, etc.), they will not only loose a lot of potential business, but also disappoint the customers who would have come without the new ad, but are now served much slower.

The same is true for running digital advertising campaigns. Servers overload, response times delayed and business (or at least potential awareness and engagement) is lost. The challenge of course is, your web analytics solution will not be able to tell you that this is happening. You will just see the visitors who make it to your site, not the ones that go away before it finished loading. You will see high bounce rates and low engagement numbers, but you have little indication if that is due to bad traffic quality, bad web design or low quality creative. You can segment for all of these potential reasons (test your hypothesis) and you might even find some opportunities for performance improvements, all the while ignoring that your visitor might need to wait 5 minutes for your landing page to load.

Gomez provides a solution that measures server response times and latency for their customers and I am excited to learn more about how they make it work for their customers.

A quick introduction to the speaker and the company:

Yuan Cheng, 程渊, GM of Gomez China joined Gomez in 2006. Prior to Gomez, he worked for e-commerce platform pioneer BroadVision and managed their flagship products. He graduated from Tsinghua University and MIT.

Presentation introduction: Gomez would like to introduce “performance” in web “performance” analytics. Web performance management helps companies protect online revenue and improve end-user experience. In AD space, poor response time and availability may result in the poor quality of AD delivery and leave customers dissatisfied. Gomez’s unique “outside-in” approach enables you to detect and resolve Web application problems experienced by end-users especially in today’s Web 2.0 environments with key features and content delivered from multiple sources and assembled in different browsers.

Company introduction: Gomez Inc. (www.gomez.com),高明网络公司, is the leader in Web application experience management, providing an on-demand platform that organizations use to optimize the performance, availability and quality of their Web and mobile applications. The Gomez platform identifies business-impacting issues by testing and measuring Web applications from the “outside-in” — across all users, browsers, devices and geographies — using a global network of 100,000+ locations. The self-service Gomez platform integrates Web load and performance testing, Web performance management, cross-browser testing and Web performance business analysis. Over 2,500 customers worldwide, ranging from small companies to large enterprises — including 12 of the top 20 most visited U.S. Web sites — use Gomez to increase revenue, build brand loyalty and decrease costs.