Presentation by Rahul Deshmukh, Director, Digital Intelligence, Splunk & Joe Brown, Director Digital Analytics, Lincoln Financial Group
What happens when you collect the richest data possible from your web and mobile apps, enrich it with other relevant digital data and leverage a platform designed for real-time, ad-hoc analysis?
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
Digital Velocity 2014: "The Holy Grail of Digital Data Analytics"
1. The Holy Grail of Digital Data Analytics
Joe Brown
Rahul Deshmukh
Director, Digital Analytics
Lincoln Financial Group
Director, Digital Intelligence
Splunk
thedeshmukhs
2. About Lincoln Financial
• #235 of Forbes 2013 Fortune 500 list
• Financial Services company offering a diverse range of financial
services and solutions. With a strong focus on four core business
areas — life insurance, annuities, retirement plan services, and
group protection — our business is built around
supporting, preserving, and enhancing our customer's lifestyles and
providing better retirement outcomes.
• Led by over 8,000 employees, Lincoln Financial provides the tools
and advice to help individuals take charge of their futures
3. Big Data
• Holy Grail = ―360 degree view of the customer‖
• Start small ―little big data‖
– Eric Peterson
4. Little Big Data
GA
Commission Junction
Silverpop
OpinionLab
SiteCatalyst
Double Click
Bizo
Feedbackify
WebTrends
Optimost
Google AdWords
DataXu
ExactTarget
11. Moving Beyond Web Analytics to Digital Intelligence
>
Correlate across clickstream,
server side and mobile data
>
Real-time analytics across
digital channels (web & mobile)
>
Flexible and powerful ad hoc
analytics
>
Advanced analytics on
clickstream data in Hadoop
Clickstream Data
Server Side
Weblogs
Mobile Data
12. Splunk : Tealium Integration Overview
1 Data Layer
3
of the web
Explore
Analyze
Visualize
Dashboards
Share
Start
exploring, analyzi
ng digital data in
Splunk
Plus:
Call center, offline,
Ad cost data, etc.
Tealium, Inc.
Hosted on
AWS
Tealium Event Store
S3 add-on
2 ingests data to
Splunk index
13. More to Web Analytics than Marketing Metrics
Business Performance
Analytics
•
•
•
Customer/Product
Analytics
•
•
•
Product Adoption
Product Feature Usage
Product Usability
1
Marketing
Analytics
Customer Behavior
Customer Purchase/Churn
Customer Service
14. Real time marketing
intelligence
Which devices (iPhones, Androids or Kindle
Fires) are being used to place orders
Where and when it is more lucrative to run
promotional campaigns- real time
Revenue insights
Better customer decisions
Online sales data across entire network of
more than 10,000 stores
Analyze the success of campaigns as well as
one-off promotions in real time
Visualize key metrics - orders per
minute, numbers of transactions per
store, what types of pizza and what
coupons
Proactively adjust campaigns in real-time
based on customer behavior
15. Real-time Customer and Product Analytics
Measure customer
attention to specific areas
of content
Analyze click trough's and
how they navigate to CJ
mall
Track and analyze mobile
shopping customers in real
time
16. About Splunk
Company (NASDAQ: SPLK)
Founded 2004, first software release in 2006
HQ: San Francisco
Products
Splunk Enterprise, Hunk: Splunk Analytics for
Hadoop, Splunk Cloud
6,400+ Customers
60+ of the Fortune 100
Largest license: 100 Terabytes per day
#1 Big Data Innovator*
#1 Big Data – Pure Play Vendor**
* Fast Company's Most Innovative Companies Issue (2013)
** Forbes/Wikibon (2013)
18. Thank You
Joe Brown
Rahul Deshmukh
Director, Digital Analytics
Lincoln Financial Group
Director, Digital Intelligence
Splunk
thedeshmukhs
For more information on EventStore and Tealium + Splunk, visit the Partner Pavilion or
tealium.com/splunk
Download Splunk for free and the Tealium Digital Analytics dashboards at splunk.com.
Everyone is looking for the holy grail, trying to get the 360 view of customer. Eric Peterson’s whitepaper “Digital Data Distribution Platforms in Action”, does a good job at summarizing this issue.The white paper also gives some valuable guidance.. START SMALL and explore “little big data”, like the old adage of how do you eat an elephant one bite at a time.
What is little big data. It is all the data collected by the various tag based marketing technologies spread across your various digital experiences, web sites, mobile apps, kiosks, social media, etc. The problem is these tools simple create little puddles of data.
Tealium creates a “data lake” providing a single view into all the digital data created by the various tag based technologies deployed across your digital experiences. This is the goal at Lincoln to build a digital data lake.
Our goal at Lincoln is to slowly transform this digital data lake into raging river of data from all available sources.
We have added system and machine logs to our river. Those of you who attend DV last year may recall Judah Phillips speaking at length on a panel about the importance of process. His book Building a Digital analytics organization covers this at length and you will need good solid processes in place to navigate the rapids.
Is being indexed by SplunkSplunk is also indexing our machine / system log dataTag data is all captured by via a randomly generated ID that is linked to User ID internallyMachine / system log entries are recorded by User IDUser ID cannot be exposed externallyLoad into Splunk “External ID > Internal User ID Lookup TableResult: Search by User ID against internal & external data in one systemDiscovered performance issue …released patch improved performance by 50%.
Are plan is to slowly feed additional sources into the river. This in an effort to get to the holy grail or the 360 degree view our customers.
Splunk will help us achieve this by becoming the hover dam infront of our eventual massive data lake. It will allow us to quickly explore and control the flow of information and data. It allows us to do this by not having to predefine the data models and marts. Instead splunk allows us to build data models on the fly and continue to modify and change them as business needs dictate. All that is required is an understanding of the underlining data.
Product Adoption – When new features are released, product managers need instant visibility into product/feature adoption.Product Feature Usage – How visitors/customers use the product and what features are most used for optimizing product experienceProduct Usability – How visitors/customers engage with features or website? Understanding bottlenecks within the user experience or factors that help improve user experienceCustomer Behavior – Deep understanding of customer behavior and user engagementCustomer Purchase/Churn – First read on purchase activity or churn based on clickstream data. Key for online services and ecommerce sitesCustomer Service – Using real-time insights for identifying errors or challenges for providing better customer service.
CJ O is the no. 1 home shopping channel in South Korea.TV shoppingInternet shopping – CJmallMobile shopping – Mobile CJmallCatalog shoppingSocial market – O’Clock
Splunk now has more than 700 employees worldwide, with headquarters in San Francisco and 14 offices around the world.Since first shipping its software in 2006, Splunk now has over 5600 customers in 85+ countries. These organizations are using Splunk software to improve service levels, reduce operations costs, mitigate security risks, enable compliance, enhance DevOps collaboration and create new product and service offerings. Please always refer to latest company data found here: http://www.splunk.com/company.