- E*Trade is an online broker allowing everyday people
to actually engage with the stock market
and to control their financial health.
Where we traditionally thought about clickstream data
being kind of like a pain to go through
and tease out information,
the way that events,
and the way that things are handled within Heap
allow us to approach it,
but without losing the granularity.
- Not only has Heap improved the agility of our team,
by extension it's improved the agility
of the entire business
because it's given us the ability
to look into things we haven't seen before.
The value to the business in being more nimble and agile
as a result of having access to Heap
is that it allows our decisions to be better informed
when we have a release sprint,
or a new feature or redesign.
There had been times in the past
where we were operating in just a black box,
and people were kind of making their best guesses
because we didn't have the tools in place
to properly track certain areas of the site.
- One of the biggest advantages, from my perspective,
of the virtualization layer
is the fact that, with traditional analytic solutions,
the events are tied to the code,
so I set up an event on a certain page.
I implemented it wrong.
With Heap, the great things is
I can go back and redefine those events,
and I'm able to see the information immediately adjust.
With Heap's technology
we're able to see exactly what people are doing
on the websites from day one.
As soon as that page is released in production
we're able to see what users do
because Heap retroactively collects everything.
I think the value of Heap
is spreading across our different teams
'cause now we're able to provide these teams,
who had previously zero visibility
to user engagement on their sections of the website,
now we're able to provide them with meaningful information
for their decision-making.
- Heap has really forced us
to look at the way that we process and utilize data,
and to help consider things
that maybe weren't even on the table before,
so that we could take full advantage
of what we actually had available to us.
- Heap is now allowing us
to make much more educated decisions,
and so we're improving our customer experience,
we're having more relevant features added,
and we're able to design the site in a more intuitive way.