The presentation discusses an innovative and cost-effective way to build a single customer view.

1. >
Single
Customer
View
<
Splunk:
Innova-ve
and
cost
effec-ve
way
to
build
a
single
customer
view

2. Twi4er
@datalicious
April
2012
©
Datalicious
Pty
Ltd
2

3. >
Short
but
sharp
history
§ Datalicious
was
founded
in
late
2007
§ Strong
Omniture
web
analy-cs
history
§ Official
Omniture
&
Google
Analy-cs
partner
§ Now
360
data
agency
with
specialist
team
§ Combina-on
of
analysts
and
developers
§ Carefully
selected
best
of
breed
partners
§ Driving
industry
best
prac-ce
(ADMA)
§ Turning
data
into
ac-onable
insights
§ Execu-ng
smart
data
driven
campaigns
April
2012
©
Datalicious
Pty
Ltd
3

4. >
Smart
data
driven
marke?ng
“Using
data
to
widen
the
funnel”
Media
A4ribu?on
&
Modeling
Op?mise
channel
mix,
predict
sales
Targe?ng
&
Merchandising
Increase
relevance,
reduce
churn
Tes?ng
&
Op?misa?on
Remove
barriers,
drive
sales
Boos?ng
ROI
April
2012
©
Datalicious
Pty
Ltd
4

5. >
Clients
across
all
industries
April
2012
©
Datalicious
Pty
Ltd
5

6. >
Corporate
data
journey
Stage
1
Stage
2
Stage
3
Data
Insights
Ac?on
You
You
Sophis-ca-on,
Effec-veness
“Leaders”
“Followers”
“Laggards”
Third
par-es
control
most
data,
Data
is
being
brought
in-­‐house,
Data
is
fully
owned
in-­‐house,
ad
hoc
repor-ng
only,
i.e.
what
shiZ
towards
insights
genera-on
advanced
predic-ve
modelling
happened?
and
data
mining,
i.e.
why
did
it
and
trigger
based
marke-ng,
i.e.
happen?
what
will
happen
and
making
it
happen!
Time,
Control
April
2012
©
Datalicious
Pty
Ltd
6

7. >
Importance
of
research
experience
The
consumer
decision
process
is
changing
from
linear
to
circular.
Considera?on
set
now
grows
during
(online)
(Online)
Research
research
phase
which
increases
importance
of
user
experience
during
that
phase
April
2012
©
Datalicious
Pty
Ltd
7

9. >
The
consumer
data
journey
To
transac?onal
data
To
reten?on
messages
From
suspect
to
prospect
To
customer
Time
Time
From
behavioural
data
From
awareness
messages
April
2012
©
Datalicious
Pty
Ltd
9

10. >
Seamless
end-­‐to-­‐end
experience
Affiliates,
paid,
Display
organic
search
ads
PURLs
/
Search
calls
to
ac-on
DM,
TV,
print,
Display
ad
outdoor,
etc
re-­‐targe?ng
My
Account
(re-­‐)targe?ng
Main
website
Personalised
(re-­‐)targe?ng
landing
pages
Online/offline
Email,
DM,
call
conversion
center
follow-­‐up
April
2012
©
Datalicious
Pty
Ltd
10

11. >
Data
and
analy?cs
architecture
1
Customer
rela-onship
management
plaborm
or
single
customer
view
across
all
touch
points
Mass
media
Call
center
Social
media
Social
media
Digital
media
CRM1
Website/apps
Acquisi?on
Up-­‐sell/reten?on
Call
center
Direct
mail
Website
MIS2
Email/SMS
Agents
Agents
2
Marke-ng
informa-on
system
or
single
source
of
truth
across
all
(campaign)
data
sources
April
2012
©
Datalicious
Pty
Ltd
11

12. >
Single
customer
view
is
key
Website
behavioural
data
Call
center
transac?on
data
+
The
whole
is
greater
than
the
sum
of
its
parts
Customer
profile
data
April
2012
©
Datalicious
Pty
Ltd
12

13. >
Transac?ons
plus
behaviours
CRM
Profile
Site
Behaviour
one-­‐off
collec-on
of
demographical
data
tracking
of
purchase
funnel
stage
+
age,
gender,
address,
etc
browsing,
checkout,
etc
customer
lifecycle
metrics
and
key
dates
tracking
of
content
preferences
profitability,
expira?on,
etc
products,
brands,
features,
etc
predic-ve
models
based
on
data
mining
tracking
of
external
campaign
responses
propensity
to
buy,
churn,
etc
search
terms,
referrers,
etc
historical
data
from
previous
transac-ons
tracking
of
internal
promo-on
responses
average
order
value,
points,
etc
emails,
internal
search,
etc
Updated
Occasionally
Updated
Con?nuously
April
2012
©
Datalicious
Pty
Ltd
13

14. >
Tradi?onal
single
customer
view
Website
Vendor
data
data
feed
#1
Call
center
Vendor
Reports
and
Rela?onal
data
data
feed
#2
dashboards
database
Customer
Vendor
Targeted
data
data
feed
#3
campaigns
April
2012
©
Datalicious
Pty
Ltd
14

15. >
Tradi?onal
single
customer
view
Challenge
#2:
Website
Data
feeds
require
Vendor
data
constant
u1
data
feed
#
pdates
and
maintenance
Challenge
#1:
Rigid
database
Call
center
Vendor
Reports
and
data
data
feed
#2
schema
requires
Rela?onal
dashboards
database
extensive
planning
and
maintenance
Challenge
#3:
Increasing
number
Customer
Vendor
Targeted
data
data
feed
#3
campaigns
of
(unstructured)
data
sources
April
2012
©
Datalicious
Pty
Ltd
15

16. >
Splunk
single
customer
view
Website
SuperTag
Splunk
saved
behaviour
integra?on
for
searches
and
data
real-­‐?me
data
dashboards
Call
center
Splunk
Splunk
regex
Splunk
instance
transac?on
Forwarder
for
builder
and
on
dedicated
data
data
import
data
exports
AWS
server
CRM
3rd
party
data
3rd
party
data
customer
visualisa?ons
mining
and
profile
data
and
dashboards
re-­‐marke?ng
April
2012
©
Datalicious
Pty
Ltd
16

17. >
Data
and
analy?cs
architecture
Mass
media
Call
center
Social
media
Social
media
Digital
media
CRM
Website/apps
Acquisi?on
Up-­‐sell/reten?on
Call
center
Direct
mail
Website
MIS
Email/SMS
Agents
Agents
April
2012
©
Datalicious
Pty
Ltd
17

18. Website
behaviour
data

19. >
SuperTag
tag
management
Easily
implement
and
update
Conversion
any
tag
on
any
websites
without
Tracking
or
limited
IT
involvement
Splunk
Conversion
Integra?on
De-­‐duping
De-­‐duplicate
conversions
for
CPA
deals
and
align
repor-ng
figures
across
plaborms
Web
Media
Analy?cs
SuperTag
A4ribu?on
Collect
accurate
mul--­‐channel
media
adribu-on
data
to
provide
advanced
insights
Live
Behavioral
Chat
Targe?ng
A/B
Tes?ng
Enable
advanced
features
such
Heat
Maps
as
targe-ng,
tes-ng
and
chat
to
op-mise
user
experience
April
2012
©
Datalicious
Pty
Ltd
19

20. Call
center
transac?on
data

21. CRM
customer
profile
data

32. >
Key
Splunk
advantages
§ Powerful
data
mining
– Structured
and
unstructured
data
§ Easy
sharing
of
insights
– Online
dashboards
and
reports
§ Short
project
dura-on
– Quick
implementa-on
and
1st
insights
§ Integra-on
with
other
plaborms
– Regex
builder
and
data
extracts
§ Low
technology
and
resource
costs
– Implementa-on
and
maintenance
April
2012
©
Datalicious
Pty
Ltd
32

33. Contact
us
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
us
twi4er.com/datalicious
April
2012
©
Datalicious
Pty
Ltd
33

34. Data
>
Insights
>
Ac?on