Data-Driven Marketing Roadshow Splunk - March 26, 2014
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Presentation by Splunk Director of Product Marketing EMEA Matt Davies. Data-Driven Marketing Road Show at BL-NK, London, March 26 2014
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Data-Driven Marketing Roadshow Splunk - March 26, 2014
- 2. Data Driven Marketing Matt Davies Director of Product Marketing
- 3. Company Update Company (NASDAQ: SPLK) • Founded 2004, first software release in 2006 • HQ: San Francisco / Regional HQ: London, Hong Kong • Over 1,000 employees, based in 12 countries • FY 2014 Revenue: $302M (YoY +52%) Business Model / Products • Free download to massive scale • Splunk Enterprise, Splunk Cloud • Hunk: Splunk Analytics for Hadoop 7,000+ Customers • Customers in over 90 countries • More than 60 of the Fortune 100 • Largest license: Over 100 Terabytes per day 3
- 4. Spelunking: Splunking: to explore underground caves to explore machine data
- 5. >50% CAGR per year of the digital universe >4x1027 IP Addresses per human >6 Billion Mobile phones in use worldwide >3 Billion Social media accounts in use worldwide >$130bn Public cloud market size (Gartner) >40 trillion GB Digital universe size in 2020 (IDC & NY Times)
- 7. Gartner call this the “Nexus of Forces” 7 SOCIAL – a faster, richer, more collaborative conversation INFORMATION –promises wisdom and real-time answers CLOUD – “IT as a Service” and the expectation of ubiquitous access MOBILE – becoming the primary computing platform This generates a LOT of data…. Marketing
- 8. What’s the value of all this data to marketing? VALUE?
- 9. 9 What’s the impact of Big Data? To both the customer and marketing? THE CUSTOMER DIGITAL MARKETING DATA
- 10. AND customers are more informed Customer experience is a hot topic
- 11. 11 How does marketing find value? In a haystack of Big Data?
- 12. 12 Make machine data accessible, usable and valuable to everyone.
- 13. Machine data to operational intelligence ANY MACHINE DATA Online Services Web Services Servers Security GPS Location Storage Desktops Networks Packaged Applications Custom ApplicationsMessaging Telecoms Online Shopping Cart Web Clickstreams Databases Energy Meters Call Detail Records Smartphones and Devices RFID OPERATIONAL INTELLIGENCE 13 MARKETING
- 14. 14 This machine data already exists in your company It’s being lazy… Website logs Mobile apps Social media eCommerce
- 15. European businesses need more knowledge They need it in real-time Source: Master of machine research Quocirca & Splunk, March 2014
- 16. 16 Insight or blurred vision? Marketing aren’t doing too bad… Source: Master of machine research Quocirca & Splunk, March 2014
- 17. Delivering Marketing Insights MARKETING INSIGHTS FROM MACHINE DATA Customer Analytics Customer 360 User Analytics Mobile Intelligence Digital Marketing Clickstream Analytics Digital Intelligence Application Intelligence
- 18. COMPLEMENT TRADITIONAL TOOLS REAL-TIME BUSINESS INSIGHTS NEW CLASS OF DATA FOR BUSINESS ANALYTICS ENRICH MACHINE DATA WITH STRUCTURED DATA FASTER INSIGHTS FROM BIG DATA BUSINESS OPERATIONS ANALYSTS DIGITAL MARKETING DATA ANALYSTS SCIENTISTS Why Machine Data For Business Analytics? IT DEVOPS ARCHITECTS LOB MANAGERS
- 19. Digital Intelligence Driving marketing operational insight 19 BIG DATA ANALYTICS CUSTOMER PRODUCT ANALYTICS MOBILE ANALYTICS SOCIAL MEDIA ANALYTICS
- 20. 20 Digital Intelligence: The Value Web Analyst, Product Manager, Marketing Analyst Correlate clickstream, client-side, mobile data Real-time analytics across digital channels (web & mobile) Flexible and powerful Adhoc Search Advanced analytics on historical big data in Hadoop
- 22. 22 Business Insights with Splunk Customer examples Customer Experience Mobile Analytics Service Analytics Video Analytics Real-time Bookings Claims Processing Service Cost Analytics Online Monetization Analytics Web Analytics Application Analytics Content & Search Analytics Real-time Sales Analytics
- 23. 23 When to market What to market Monitor & model customer behaviour Business, Marketing & IT dashboards Prevent lost revenue via machine data insight OPERATIONAL INTELLIGENCE A BILLION POUND WEBSITE
- 24. How Splunk is used 24 Model customer behaviour How customers really use the website (1 billion GBP) What is the real customer journey Improved conversion rate Ensure up-time, assure revenue, happy customers Reduce customer drop offs and analyse revenue E-commerce “big data” & Digital intelligence Drive real-time marketing behaviour and “when to market” Insight and action driven from machine data
- 25. 25 Accelerated dev cycle More time to innovate Less abandoned shopping baskets Operational visibility Business insight Customer activity dashboards RETAIL CUSTOMER DIGITAL INTELLIGENCE
- 26. Data variety - 3TB per day Mobile banking, branch & ATM Customer, transaction & business analytics Marketing plans Business share OPERATIONAL INTELLIGENCE AT TOP 10 EMEA BANK
- 27. 27 UniCredit mobile banking Customer behaviour: Track product use for marketing business planning Web Analytics: Monitoring client activity and navigation patterns Business Analytics: Discovering common user behaviors and business trends in mobile market
- 28. €9m ROI no lost revenue Improved up-time 8x reduction in outage Monitor & enhance customer experience Targeted marketing campaigns OPERATIONAL INTELLIGENCE FROM APPLICATION DATA eTravel
- 29. 29 “The flexibility of analytics from Splunk helps us track and alert marketing performance while also understanding user behavior to optimize their experience. Splunk used by IT and business users across their 20M+ user online gaming platform for: • Marketing effectiveness tracking • Website performance monitoring • Gamer/usage analytics • A/B testing Leehor Aaron CTO, FUNTOMIC Splunk for Marketing Analytics
- 30. SPLUNK’S “SECRET SAUCE” LEVERAGE OUR CUSTOMERS
- 31. Better customer decisions Analyse the success of campaigns as well as one-off promotions in real time Proactively adjust marketing campaigns in real-time based on customer behaviour Device & promotion trends 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 Online sales data across entire network of more than 10,000 stores Visualise key metrics - orders per minute/per store, popular pizza and what REAL TIME MARKETING INTELLIGENCE
- 33. Conclusion
- 34. Find the marketing needle in a haystack of data 360° real-time customer view Marketing analytics Improve conversion rates Accuracy & personalization FINDING THE MARKETING VALUE IN A HAYSTACK OF BIG DATA
- 35. Thank You
Notas do Editor
- Splunk now has more than 1,000 employees worldwide, with headquarters in San Francisco and 14 offices around the world.Since first shipping its software in 2006, Splunk now has over 7,000 customers in 90+ 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.
- Clearly shows that there is enormous amount of data that needs to be processed. However, it is quite challenging to process this high volume and high velocity data.Social media metrics: http://www.radicati.com/wp/wp-content/uploads/2012/05/Social-Media-Market-2012-2016-Executive-Summary.pdf
- Key trends in digital:Earlier online interactions meant interacting with the website. Now users interact with mobile and social. Mobile platform (mobile phone, tablets) are experiencing explosive growth. Social media is playing an increasingly important role in digital interactions – twitter, facebook, linkedin, pintrest etc.
- Talk toyou about Big Data, you’ve got data in HadoopIntroduecd last year hadoop connectApp to move data, great 1st stepKeep hearing that Splunk is the right way to access it, without moving your data.Customers love Splunk analytics but want it on HadoopTime to give you and update on this story
- At Splunk, our mission is to make machine data accessible, usable and valuable to everyone. Andthis overarching mission is what drives our company and product priorities.
- Splunk is the leading platform for machine data analytics with over 6,000 organizations using Splunk (as of 9/1/13) – for data volumes ranging from tens of GBs to tens of TBs to over 100 TBs of data PER DAY.Splunk software reliably collects and indexes all the streaming data from IT systems,technology devices and the Internet of Thingsin real-time - tens of thousands of sources in unpredictable formats and types. Splunk software is optimized for real-time, low latency and interactivity.Organizations use Splunk software and their data the following ways:1. Find and fix problems dramatically faster2. Automatically monitor to identify issues, problems and attacks3. Gain end-to-end visibility to track and deliver on IT KPIs and make better-informed IT decisions4. Gain real-time insight from operational data to make better-informed business decisionsThis is described as Operational Intelligence: visibility, insights and intelligence from operational data.Splunk Enterprise can self-deployed on premises or in the cloud, or consumed as a service via Splunk Cloud.
- Point solutions solve only one problem. Splunk’s platform makes it easy to bring data from various data sources and break the data silos.Traditional web analytics tools are focused on marketing (user acquisition, campaign management and effectiveness etc.). Splunk’s strengths are in Customer/Product Analytics.Mobile consists of two parts: 1) Mobile Web and 2) Native Mobile App Analytics. Native Apps collect data on the server side and Splunk’s solution can capture and index data from mobile apps providing meaningful analysis/insights on mobile usage, product and customer analyticsFor social – Add detailsPoint solutions lack the capability for robust multi-channel and big data analytics. Splunk’s platform can easily provide analytics for multi-channel and big dataWhat does Splunk do – 3 boxes
- Closing RemarksSecurity IS a Big data problem, if only because of the amount of security data we have at our disposal.Big Data is NOT about how much data you have it is about being able to analyse that data to get you the answers you need.Big data is often described as being about
- 6 different ways we leverage Dominos-Website heroVideoAward applicationPress interviewTop attended webinar!Dominos pizza party (across company)Sent pizza’s to all UK press! Show tweet!
- Closing RemarksSecurity IS a Big data problem, if only because of the amount of security data we have at our disposal.Big Data is NOT about how much data you have it is about being able to analyse that data to get you the answers you need.Big data is often described as being about
- Closing RemarksSecurity IS a Big data problem, if only because of the amount of security data we have at our disposal.Big Data is NOT about how much data you have it is about being able to analyse that data to get you the answers you need.Big data is often described as being about