Adobe’s eCommerce Digital Transformation Journey Digital performance is a journey, not a destination. For the eCommerce team at Adobe, their journey to change the world through digital media and digital marketing includes enabling their customers to explore and purchase products anywhere, on any screen. The creative community are tough customers, so making everything work 99.99% of the time while delivering the rich, artistic experience that Adobe's fans expect doesn't make life easy for the eCommerce group. But it's a challenge they've embraced! Adobe's Greg Thomsen, Event Management Analyst, will share the steps his team has taken to transform their eCommerce platform and processes to be more resilient and responsive. You'll hear about the cultural changes and collaboration supported by the combination of Dynatrace Synthetic Monitoring and Application Monitoring, including: Accelerating incident management through automation Driving business alignment with management views Successful cloud migration Learn about the hurdles cleared, the lessons learned and Adobe's vision for the future of their digital performance management strategy.

1. Adobe's eCommerce Digital Transformation Journey
Greg Thomsen
Event Management Analyst, Adobe
Aaron Rudger
Sr. Director Product Marketing, Dynatrace

2. Confidential, Dynatrace, LLCTop of the World by Izzard, on Flickr
“Sometimes it's a little
better to travel than to
arrive”
Robert M. Pirsig,
Zen and the Art of Motorcycle Maintenance

3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe’s eCommerce Digital Transformation Journey
Greg Thomsen | Event Management Analyst

4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
• Began at Adobe in October, 2012
• Located in Ottawa, ON. Canada
• Over 8 years experience in IT related fields
Greg Thomsen
Event Management Analyst

5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Adobe eCommerce Pre-Synthetic Monitoring
2. Synthetic Monitoring
1. Process Improvements
2. Process Automation
3. Application Performance Monitoring
1. Process Improvements
2. Deployment Lessons Learned
3. Integration with Existing Processes
4. Adobe eCommerce Monitoring Today
Adobe’s eCommerce Digital Transformation Journey

6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 Transitioning from traditional software
licensing to a subscription model.
 eCommerce presence was becoming
more business critical.
 Limited monitoring, focused on
infrastructure and application health
checks.
 Minimal customer experience
monitoring.
 High number of issues reported by
customers.
 Manual incident escalation process (via
NOC).
Adobe eCommerce Pre-Synthetic Monitoring

7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 Small initial deployment - a few key purchase flows.
 Focused on high priority geographies.
 Transaction tests only where necessary, otherwise simple page checks.
 Integrated with existing Incident Management processes.
Introduction of Synthetic Monitoring

8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 Standardized synthetics across
eCommerce.
 Limited monitored flows to high traffic
pages/products.
 Focused on highest revenue generating
geographies.
 Kept monitoring process simple to reduce
false alerts.
 Utilized single scripts across multiple geos
(language-agnostic).
 Alert correlation based on test locations and
failures.
Maturing Synthetic Monitoring
Within the first few months of deploying
synthetics, we saw an immediate increase
in our MTTD and overall detection rate.
0
10
20
30
40
50
60
70
80
90
Q1 Q2 Q3 Q4

9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Synthetic monitoring accelerated detection of issues; other processes needed to be
improved in order to keep up.
Process Improvements – The Push for 99.9
Challenges:
 Alert escalation time limited by validation process.
 Slow identification of root cause.
 Noise during major outages - multiple alerts for same
issue.
 Tracking down teams to investigate the issue was time
consuming.
Improvements:
 Removed validation steps - shoot first, ask
questions later.
 Trained teams on use of synthetic portal to
expedite cause identification.
 Advanced alert correlation using Alert API.
 Created launch scenario for notifying various
eCommerce support teams.
 Utilized existing automated on call system.

10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
With the improved escalation processes in place, the next step was to take out the
middle man. This was achieved through automation with a new process called
Incident Auto-Launch.
Process Improvements Through Automation
Automation and other new processes for reviewing failure data (SCoE and
Waterfalls) saw us hitting our 99.9 SLA target.
Alert triggered
by event
On call
system
contacts
support teams
VNOC opens
conference
room
Support
teams join
conference
room

11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Synthetic monitoring will tell you when you have a problem, but not where or what caused
it.
 Most time during incident responses was spent on identification of cause of issue.
 Complexity of a large scale eCommerce platform, spanning across multiple datacenters,
made finding cause of issues a needle in a haystack situation.
A single view was needed into all components of the eCommerce environment.
Beyond 99.9%
Issue
Detection
(Synthetics)
? Resolution

12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Application Performance Monitoring (APM) and User Experience Monitoring (UEM)
was deployed across the ecommerce platform.
Dynatrace Application Performance Monitoring
Issue
Detection
(Synthetics)
Root Cause
Identification
(APM)
Resolution
320 JVMs 70 Web Servers 3 Data Centers

13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The implementation of APM accelerated root cause identification. This lead to:
 Quick identification of required support teams.
 Improved understanding of incident causation.
 Adoption of more specific issue alerting.
 Faster overall issue resolution times, leading to improved SLA.
Dynatrace Application Performance Monitoring

14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 Importance of coordination between support and development teams.
 Start small and then scale up; identify key components of application to focus on.
 Architect deployment in a scalable and flexible way. When in doubt, over-
architect!
 Set expectations ahead of time. Seeing immediate improvements will take time.
 Leverage dashboards to help drive adoption.
 Leverage synthetics to give you a head start.
APM Deployment - Lessons Learned

15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 New APM level alerts integrated into Auto-Launch process.
 New processes were created and support teams were trained to help drive root
cause investigation using APM.
 Dashboards were created and integrated as part of the standard day to day
operation and later into Auto-Launch process.
Integrating APM with Existing Processes

16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Migration to the cloud provided new
challenges not faced in traditional data
center based models.
 Agent deployment in auto-scaling
environments.
 Handling dynamics changes in traffic and
system load.
 Monitoring new services such as Node.JS
and container services (Docker).
APM – Migration to the Cloud

17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 Utilized cookbooks for automated
agent deployment.
 Configured automatic agent mapping.
 Created scalable collector
configurations.
 Deployed additional infrastructure to
handle new services.
APM – Migration to the Cloud

18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 Over 95% of major eCommerce incidents are Auto-Launched.
 Number of customer reported incidents is now almost negligible.
 A great deal of incident detection now done with APM - many incidents detected
before becoming customer-impacting.
 Synthetic Monitoring playing a greater role in identifying customer impact and
analyzing performance.
 Massive reductions in our overall MTTD and MTTR times.
 Expanding process automation into auto-resolution of incidents.
 Other services outside eCommerce adopting Incident Auto-Launch process.
Adobe eCommerce Monitoring Today

20. Dynatrace and digital
transformation

21. Confidential, Dynatrace LLC

22. Digital transformation is everywhere
TRAVEL
RETAIL
TELCO AND
MEDIA
GOVERNMENT
FINANCE
CONSUMER
GOODS
87% of companies
think that digital
transformation is a
competitive
opportunity
Capgemini
93% of CxOs
believe that digital
will disrupt their
business
Forrester
By 2020, CEOs
expect 41% of
revenue to be
driven by digital
Gartner
Less than 3% of
incidents are found
before affecting
users
Gartner
51% millenniums
will complain on
social when user
experience is bad
Harris Poll
60%
rate app
performance as #1
expectation, ahead
of features
Forrester

23. Rise of the “multi-modal” enterprise

24. mobile
browser
network
multi-geo
3rd parties cloud
containers
services
code
hosts
synthetic
logs
business
transaction
applications
sdn
relax
full-stack, broad, hyperscale
IoT

25. DYNATRACE
BACKBONE
Servers in Tier1 data
centers for operational
web monitoring
LAST MILE
Consumer PCs with
synthetic Agents
covering 168 countries,
thousands of local ISPs,
true bandwidths and latencies
PRIVATE LAST
MILE
PRIVATE NODE
Scalable Monitoring Server
deployed anywhere
Dynatrace Portal
Manage everything
from your Browser
EDGE CLOUD DATA CENTER
Dynatrace Recorder & Web Recorder
Purpose-built scripting, power and ease
MOBILE
Synthetic Agents
connected to real 3G/4G
mobile carrier networks
SSL
Configuration, Scheduling & Data Collection
Monitored Web Requests
SSL
Mobile App
Stay connected wherever you are
Lightweight Software
Agent installed anywhere
Dynatrace Advanced Synthetic

31. Confidential, Dynatrace, LLC
Service Levels
Controlled Consistency
Proactive Management
Synthetic Monitoring Application Monitoring
& UEM
User Behavior
Business Impact
Comprehensive Visibility
Bridge the gap between IT and digital business
Eliminate the performance blind spot
Drive smart and fast and remediation
End-to-end digital experience management
PERFORMANCE
END USER PERSPECTIVE

32. Q&A
Please send your questions to us by submitting
them in your GoTo Webinar Questions pane.
Thank You

33. Confidential, Dynatrace LLC
Connect with us!
Participate in our Forum :
community.dynatrace.com
Like us on Facebook :
facebook.com/dynatrace
Follow us on LinkedIn :
linkedin.com/company/dynatrace
Follow us on Twitter :
twitter.com/dynatrace
Watch our Videos & Demos :
youtube.com/dynatrace
Read our Blog :
application-performance-blog.com