Launched as a new business unit in 2013 by next-generation digital marketing firm NextMark Inc., Bionic Advertising Systems (Bionic) provides a web-based platform that increases the efficiency of media buying and selling. By streamlining the process of placing advertisements and monitoring their effectiveness, Bionic strives to fulfill its mission of unleashing human creativity to achieve “super-human results” through advanced workflow automation.
Viewing performance from the user’s perspective
Operating under the guiding philosophy that advertising works best when people are empowered by technology, Bionic has been working since its inception to perfect its system for media planning that encompasses everything from websites and social media to TV and radio ads, direct mail, billboards, and more. The end result is a web-based platform that enables marketers to combine their own data with Bionic’s technology to put together the best possible multichannel advertising plans.
While Bionic is constantly looking for ways to improve its application, until recently it had very little direct insight into how users’ experiences with its software were affected by things like response times. Explains John Swindell, Bionic's vice president of operations, “It's one thing to be able to throw more hardware at a problem, but it's a whole different thing to be able to look at the application and say, ‘This area is really slow from a user's perspective,’ and, ‘Here is what we can do to improve the user experience.’”
Success has brought a new set of challenges to Bionic, and their platform needed to gracefully accommodate the increasing amount of data generated by users as they add content to the system. This was where the platform ran into problems. Says Swindell, “The longer users stayed with the application—and thus, the more content they added—the more performance would degrade. However, without actually sitting down with individual users, we had no way of knowing which areas were causing the problems. The users’ experience with and navigation through the application were completely opaque to us.”
Swindell and team knew this had to change. Bionic needed to understand and optimize individual customer experiences in order to apply that optimization to all customers and they needed the right monitoring tool to do so.