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Intelligent Caching and the importance of speed

May 22, 2018
Adam Hancox
Adam Hancox

Are you losing customers from your site due to slow performance?  Do you ever wonder how some of the market leaders manage to bring back results to customer requests instantly even when spamming thousands of products on the market?  This post is about the technology which drives this and can help you complete - Intelligent Caching.

There are a number of key advantages for every business to boost your existing API (Application Programming Interface) ecosystem with Intelligent Caching, which offers a supplement to the traditional approach to transferring large volumes of data between companies – a staple of the online travel business.

So for those of you not aware of the term - caching is used in areas such as "search" to store previous search results, as the term suggests, in a cache. It keeps live the elements relevant to them, such as price, therefore reducing the amount of hits that impact directly on the supplier system. It’s more efficient as the cache can predict when things are likely to be relevant within it; or if instead a direct hit to the system is required.  So why bother to implement this?

  • Response time improvements – Research from Amazon into site speed showed that for every one second delay in response time, the conversion rate is reduced by a gigantic 7%; so when it comes to the sites that consumers return to time after time, performance is key. Websites that are viewed by tens of millions of users and which receive, in some cases, a billion-plus requests per day, can quickly slow to the point where users, who are all potential clients, look elsewhere. With intelligent caching what was once a clunky, B2B technology experience suddenly becoming consumer grade, with sub second responses (roughly four times as fast as using API) and data driven features from a highly bookable, future-looking cache that corporate travellers and buyers alike will really appreciate given the demand in today’s society for instant responses.
  • Customer Insight and Intelligence - The win on the supplier side is not only the faster output - caching brings suppliers a massive data store of booking patterns which can be used to drive the ‘intelligence’ of their business. For instance, heat maps of these booking patterns can help determine future demand and pricing strategy – something that API cannot provide because the vast amount of data flow would cripple the system. Intelligent caching also has its uses in diverting scrapers and bots that consistently hit supplier websites in the search for price and availability.
  • Cost Savings from Network Traffic – While the move to cloud and competition in this space has significantly reduced the operating costs for todays providers, charging for data transfer is a staple of the pricing model.  Eliminating huge chunks of transactions from going to external parties due to caching will in turn help you save significantly on this cost item.

Ever-increasing product ranges, endless ancillary sale combinations and pricing fluidity means web systems can struggle to keep up with today’s demands and will simply be unable to tackle future demand patterns. Because of this, the need for Intelligence Caching is becoming increasingly paramount.

Moreover, Intelligent Caching is not just a solution for large brands. In fact, smaller suppliers will arguably benefit most by having this panacea that complements and enhances their existing technology. Intelligent Caching really is a solution that provides a level playing field for all.