Get the Inside Scoop: DUM versus RUM
By Adam Thier | November 16, 2014
Most of today’s Real User Monitoring (RUM) solutions are really Delayed User Monitoring (DUM) Systems.
DUM is useful, but it’s only backward looking. It produces excellent statistics and analytics – knowing what browsers and devices were used and time to first paint are all very useful for future proofing your infrastructure and digital properties – but it doesn’t allow you to act in real-time. Being able to impact what is going on right now is a competitive advantage.
The traditional world of performance monitoring is a lot like batch processing. It collects data, synthesizes it, and puts you in a position to optimize your infrastructure across all visitors. But what about the individual visitors? What about the one-on-one digital relationship with each unique visitor? How does performance monitoring contribute to that ultimate goal of “segmentation of one” that all the digital marketing platforms are laser focused on? In other words, how can RUM ensure that poor performance at an individual level can be mitigated in real-time so any given specific user doesn’t abandon their potential shopping cart experience purely out of frustration with slow interactions?
Keynote’s RUM solution is a 100 percent brand new technology architected on the latest in massively parallel in-memory, columnar architectures like SAP’s HANA and the Hadoop database.
As a result, like the DUM systems, it can scale virtually infinitely to hundreds of thousands of inserts per second and make every digital interaction matter. However, the difference is that instead of being able to just write the data, Keynote RUM can also process analytics in real-time. From time of interaction, we completely analyze that session event in under 100 milliseconds – as opposed to tens of seconds or minutes for other systems.
As a result, via our API, we can return that session ID along with all relevant performance information back to you in under a second. You can then identify that user as they are getting frustrated – but BEFORE they abandon in disgust – and dynamically downgrade the content or any other action that makes sense. The point is that once your customers leave the site, it can be difficult to impossible to get them back; but if you can rescue them before they leave, you have a real opportunity to maintain the interaction, and get them to continue their journey through check out.
Additionally, because of the sheer horsepower available, the Keynote RUM solution also offers vastly superior analytics to any of the DUM systems currently out there. Not only do we provide a far more extensive set of easy to use dashboards and analytics, but via API, you can use your favorite BI and analytics tool. This allows you to dive deeply into the data and explore it in ways unique to you. The RUM data store even supports ultra-powerful statistical tools – SAS, IBM SPSS and R – so your data scientists can work directly with us to find correlations in the data that could never be discovered by hand.
To learn more, visit Real User Monitoring.
Share your thoughts by posting a comment or tweet to @KeynoteSystems.