Leverage Machine Data and Deliver New Insights for Business Analytics
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Splunk can provide real-time insights from machine data to complement existing business intelligence technologies. It allows users to enrich machine data with structured data for business analytics use cases across various industries. Examples include gaining insights into customer experience, tracking health claims, auditing prices to prevent revenue loss, and improving processes.
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Leverage Machine Data and Deliver New Insights for Business Analytics
- 1. Copyright © 2014 Splunk Inc. Splunk for Business Analytics
- 2. What Do These Brands Have in Common? 2 Machine data New source of critical business insights Real-time insights Real-time visibility into their business operations Analytics agility Collect, correlate, explore, analyze data from heterogeneous systems Business context Combine, correlate and enrich machine data with structured data
- 3. Machine Data – Critical Source of Insights “By 2017, over 50% of analytics implementations will make use of event data streams generated from instrumented machines, applications and/or individuals.” 3
- 4. Run the Business in Real-time Data From the Past Real-time Data Statistical Forecast T – a few days T + a few days Security Operations Center IT Operations Center Business Operations Center Predictive (Models) Descriptive (BI Tools, Data Lakes) Grey space
- 5. 5 Make machine data accessible, usable and valuable to everyone. 5
- 6. Splunk Company Overview 6 Company • Global HQs: San Francisco London Hong Kong • 1,800+ employees globally • Annual Revenue: $450.9M (YoY +49%) • NASDAQ: SPLK Products • Free trial to massive scale • Splunk products: Splunk Enterprise Splunk Cloud Hunk Splunk Light Splunk MINT Premium Solutions Customers • 10,000+ customers • Across 100 countries • Small to large organizations • More than 80 of the Fortune 100 • Largest license: 400+ Terabytes/day
- 7. Structured RDBMS SQL Search Schema at Write Schema at Read Traditional Splunk Splunk Approach to Machine Data Copyright © 2014 Splunk Inc. 7 ETL Universal Indexing Volume Velocity Variety Unstructured
- 8. IT Operations Application Delivery Developer Platform (REST API, SDKs) Business Analytics Industrial Data and Internet of Things Delivers Value Across IT and the Business Business Analytics Industrial Data and Internet of Things Security, Compliance, and Fraud
- 9. A Fully Integrated Enterprise Platform HA/DR Admin Data Security Apps SDKs/APIScale Collect Data Index Data Enrich Data Search & Explore Analyze & Predict Report & Visualize Alert & Action 9
- 10. Customer Use Cases for Business Analytics ? YOUR USE CASE CUSTOMER EXPERIENC E DIGITAL MARKETING PRODUCT ANALYTICS BUSINESS PROCESS ANALYTICS
- 11. Splunk: Complementing BI Investments 11
- 12. Data sources: call center logs, middleware logs, transaction logs Business Analytics Use Case • Gain visibility into pre-order sales process across different selling points • Get real-time sales insight by store and customer type • Analyze transaction volumes across different sales channels • Perform pre-order customer segmentation analysis 12 Monitor Sales Process for Improved Customer Service
- 13. Insight Into Activation& ProvisioningProcess Data sources: CDN logs, content usage logs, mobile/set top box/web logs, network perf logs Expansion to Business InsightsInitial IT Ops Use Case • Identify, reduce and resolve application incidents quickly • Avoid financial impact from fewer application outages • Optimize server capacity • Gain end-to-end visibility into order tracking and device activation • Improve customer experience with faster activation failure investigation • Prevent revenue loss by mitigating activation failures 13
- 14. Solving the Disappearing Test Problem Data sources: custom applications, application server logs, transaction logs, database logs Expansion to Business AnalyticsInitial IT Ops Use Case • Automate manual diagnoses and searches for lost tests • Reduce MTTR • Correlate and search data across different silos • Gain visibility into business process across complex multi-tiered systems • Optimize various stages in the process workflow by identifying bottlenecks • Comply with labor regulations
- 15. Business Analytics – Examples Customer ExperienceBusiness Process Analytics Product Analytics Digital Marketing
- 16. 16 Summary Complement traditional tools Real-time business insights New class of data for business analytics Enrich machine data with structured data > > > > Faster insights from Hadoop>
- 17. Copyright © 2014 Splunk Inc. Thank You
- 18. Copyright © 2014 Splunk Inc. Appendix
- 19. REAL-TIME BUSINESS INSIGHTS NEW CLASS OF DATA FOR BUSINESS ANALYTICS ENRICH MACHINE DATA WITH STRUCTURED DATA FASTER INSIGHTS FROM HADOOP AND NOSQL Why Splunk for Business Analytics Splunk Complements Existing Business Intelligence Technologies
- 20. Managing Airfield Performance Data sources: passenger validation systems, enterprise service bus, airport operational database, baggage reconciliation systems, radar, people-counting systems Expansion to Business AnalyticsInitial IT Ops Use Case • Monitor overall system health— performance, reliability and stability • Get at-a-glance root-cause analysis • Reduce incidents and minimize downtime • Gain insights into security compliance • Real-time monitoring of aircraft turnaround process • Tracking real-time metrics to manage airfield performance • Increased on-time efficiency and aircraft predictability 20
- 21. Tracking Health Claims Status Data sources: Text files (X12 files), application logs, third-party claims systems Business Analytics Use Case • Gain real-time visibility into claims adjudication process via key process metrics • Improve claim processing efficiency with operational insight • Avoid fines associated with delayed processing of claims • Leverage claims process data for additional use cases (security, fraud & abuse) 21
- 22. Tracking Financial Transactions Data sources: middleware logs, custom application logs, web logs • Gain real-time, end-to-end view of financial transactions process flow • Reduce settlement risk through faster transaction processing • Improve customer experience with quicker issue identification and repair • Support regulatory requirements 22 Business Analytics Use Case
- 23. Price Auditing to Prevent Revenue Loss Initial IT Use Case Expansion to Business Analytics • Application monitoring, management, troubleshooting • Troubleshoot application integration issues • Prevent revenue loss through consistent pricing data across POS systems • Minimize store disruption via accurate pricing information • Deliver consistent customer experience • Improved process for price validation and correction 23 Data sources: emails, databases, windows logs, Linux logs, POS data, middleware logs, firewall logs
- 24. Delivering a Great Mobile Pay Experience Data sources: emails, databases, mobile data, APIs, POS data, middleware logs, transaction data, CRM data, firewall logs24 Initial IT Use Case Expansion to Business Analytics • Application monitoring, management, troubleshooting • Troubleshoot application integration issues • Benchmark payment experience across stores to optimize/simplify process • Gain insights into customer engagement to drive marketing strategies & product development • Detect and prevent gift card fraud
- 25. Improving Passenger Experience Data sources: passenger validation systems, enterprise service bus, airport operational database, baggage reconciliation systems, radar, people-counting systems Expansion to Business AnalyticsInitial IT Ops Use Case • Monitor overall system health— performance, reliability and stability • Get at-a-glance root-cause analysis • Reduce incidents and minimize downtime • Gain insights into security compliance • Gain visibility into passenger flow (gate to curb) • Reduce congestion with improved ticket scan validation • Monitor travel disruption to understand impact on operations • Optimize staffing to improve passenger experience 25
- 26. Improving Customer Experience and Satisfaction Data sources: web logs, application logs, custom application logs, WebSphere logs, message broker logs, real-time user monitoring, Webtrends analytics26 Initial IT Use Case Expansion to Business Analytics • Application availability, management, troubleshooting • MTTR reduction • Analyze customer journeys for marketing, sales and servicing platforms • Understand application usage patterns to optimize product development • Improved performance of key business transactions by 50%
Editor's Notes
- This event is about Data so let us start with some BIG number Gartner Predicts that by 2017 – over 50% of analytics implementation will make use of event data generated from Instrumented machine, applications of individuals – 50% That is a BIG number. If you are going to participating in your companies analytics implementations – you need to be prepared for this transformation. At Splunk we call this data Machine Data
- At Splunk, our mission is to make machine data accessible, usable and valuable to everyone. And this overarching mission is what drives our company and product priorities.
- Splunk has more than 1,800 employees worldwide, with our global headquarters in San Francisco. Our 10,000+ customers in 100 countries are using Splunk software and cloud services to improve service levels, reduce operations costs, mitigate security risks, enable compliance, enhance DevOps collaboration and create new product and service offerings. Our products are designed to fit your needs and are built to be as frictionless to deploy as possible. Simple download Splunk software, or sign up for the online sandbox, point it at your data, and you’ll up and running in minutes. Please always refer to latest company data found here: http://www.splunk.com/company.
- The rise of big data has forced IT organizations to transition from a focus on structured, relational data, to accommodate unstructured data, driven by the volume, velocity and variety of today’s applications and systems. As the data has changed from structured data to unstructured data, the technology approach needs to change as well. When you don’t know what data types you’ll need to analyze tomorrow or what questions you need to ask in a week, flexibility becomes a key component of your technology decisions. The ability to index any data type, search across silos and avoid being locked into a rigid schema opens a new world of analytics and business insights to your organization. Schema at Read – Enables you ask any question of the deal Search – Enables rapid, iterative exploration of the data along with advanced analytics Universal Indexing – Enables you to ingest any type of machine data Horizontal scaling over commodity hardware enables big data analytics
- Another cool thing about Splunk is that both IT and business professionals can analyze machine data to get real-time visibility and operational intelligence. With our platform for machine data, organizations can improve their performance in a wide range of areas. Note to Shawn: Shawn to write a note about what is Splunk?
- Splunk provides an open, extemsible fully integrated platform. That means you can collect, index, analyze, report and predict on machine-generated data ALL from a single product. It supports all aspects of the analytics pipeline It’s enterprise-ready highly scalable platform with high availability and disaster recovery features, role-based access control and scales to index hundreds of terabytes per day. It’s an open and extensible platform with over 500 Splunk Apps available and allows for custom development. Note to Shawn: Making a point to say that these boxes are typically occupied by different technologies by different vendors that are glued together – whereas Splunk is end-to-end
- There are 4 key areas where Splunk helps accelerate business analytics: Digital Marketing – Real-time insights into marketing campaigns, user engagement and shopping cart conversion across multiple channels. Digital marketers, web/digital analyst looking to complement free tools and moving beyond single source of data (clickstream) benefit from using Splunk. Customer Experience Analytics – Measurement and analysis of customer behavior and identifying opportunities to increase customer engagement, conversion. Web/Digital Analyst or WebOps teams responsible for providing a better user experience on the site require going deeper into the data and combining/correlating data across various sources. Product Analytics – Analysis of product feature adoption, usage and effectiveness resulting in better conversion or user engagement. Product managers/Product Analyst that monitor and optimize the website or mobile app benefit from Splunk as they get usage/adoption of the features in real-time and can pinpoint areas of opportunities for improvement. Business Process Analytics - Business process analytics provides end-to-end real-time insights across the complete business process. Taking data from middleware and from various applications or touchpoints within websites or services help business owners, customer service organizations, business analyst monitor and optimize business processes.
- Company background: Far EasTone Telecommunications (FET) is a leading company in Taiwan, which provides telecommunications and digital application services. Business Use Case: To enable them to have a successful iPhone 5 launch in Taiwan, FarEasTone turned to Splunk to monitor their iPhone 5 pre-order sales processes across different customer selling points - online, in store and via the call center. This enabled them to do better capacity planning. They were also able to segment their customers and deliver a superior in store and online customer experience based on insights they gained about their customers. FarEasTone is also leveraging Splunk to gain visibility into customer touch points across different call center and perform call center analysis. The are measuring metrics like, call distribution by calling area, call analysis by customer/product/service and understand the reason for customer calls. IVR analysis enables them to gain visibility into customer transactions across PBX, IVR, CRM/CTI systems Data sources used: Weblogs, clickstream logs, transaction logs, call center logs Key Metrics volume distribution by calling area call analysis by product/customer/service call reason analysis IVR service rate Case Study/ Video Link https://splunk.box.com/s/5fgy2k5l601aqk2fc6iy
- Company background: Telstra is Australia's largest telecommunications and media company, which builds and operates telecommunications networks and markets voice, mobile, Internet access, pay television and other entertainment products and services. It was founded in 1975 and has over 31,000 employees with revenues of AUD 26.3 Billion (2014) Initial use case: Telstra started their use of Splunk to reduce the time it took to identify and resolve issue. Business Expansion use case: Telstra expanded their use of Splunk to gain end-to-end visibility into customer order process and device activations. Their ability to quickly identify activation failures, leads to proactive and better customer experience. Insights gained from the process also enables them to mitigate activation failure. Data sources used: CDN logs, content usage logs, mobile / set-top box/web logs, network perf logs Key Metrics Real time order volume analysis by Product Segment Type Phone model Phone activation time from order capture to provisioning Order errors analysis Top agent analysis Case Study/ Video Link https://splunk.box.com/s/3d0992jd2yqwbnietq60
- Company background: Pearson is an education publishing and assessment service to schools and corporations, as well as directly to students. Pearson owns educational media brands including Addison–Wesley, BBC Active, Bug Club, eCollege, Fronter, Longman, MyEnglishLab, Penguin Readers, Prentice Hall, Poptropica and Financial Times Press. They operate in more than 70 countries. Initial use case: Pearson initial use of Splunk was to automate manual diagnoses of issues to reduce the time it took to identify and resolve them. Business Expansion Use Case: Pearson expanded their use of Splunk to gain visibility into their complex test grading system. Pearson had developed a custom test grading system which spanned multiple systems and performed over 25 separate functions, including matching exams with other registration information, comparing exams to answer keys and even processing results from human-graded portions of exams. With Splunk they were able to correlate data across multiple siloes and gain visibility into the complex grading process. This enabled them to be proactive and improve customer experience and reduce costly escalations. They are also using Splunk to ensure human graders are complying with labor regulations. Data sources used: Custom applications, application server logs, transaction logs, database logs Key Metrics Out compliance grader analysis Average time to process each test Testing process workflow analysis – “stuck tests”, time taken to complete each process step Case Study/ Video Link: http://www.splunk.com/web_assets/pdfs/secure/CS_Solving_the_Disappearing_Test_Problem.pdf
- AMEX NY city, (Mica/Erik R), sendGrid
- BI systems cannot process Machine data, Splunk strength Real-time insights from this new class of data provides critical insights in a timely fashion. Splunk can provide access to machine data and also enrich machine data with structured data from relational databases. For data at rest, Hunk provides an easy way to access the data without the need of specialized skills and MapReduce code
- Company background: . Initial use case: Business Expansion Use Case: Data sources used: Key Metrics
- Company background: Business use case: Data sources used: Key Metrics # claims by sender code # claims by receiver code # claims by plan ID # claims by patient # claims Accepted Vs. rejected claims over time SLA infractions Failed transactions
- Company background: Business Analytics Use Case: Data sources used: Case Study/ Video Link
- Company overview: LFG is #235 of Forbes 2013 Fortune 500 list. LFG is a 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. Initial Use Case: LFG’s initial classic IT ops and app mgmt use case - syslog analysis, troubleshooting. Expansion: Marketing team at LFG does not have access to customer data, however the team still needs to have a view of the data for improving customer experience. LFG brings the client side clickstream data from Tealium into Splunk along with server event logs to look for performance and customer issues. LFG discovered performance issue and released patch that improved performance by 50%. Research into web client performance lead to optimization of Javascript, CSS, and the delivery of these files. LFG also uses Splunk to benchmark user engagement between new releases and previous production version. Data sources used: weblogs, clickstream logs, network performance logs Key metrics: Visits Avg time spent on site Avg time spent/session by browser Visits/session Browser use % Negative customer feedback by browser Case Study/Video link: SplunkLive presentation: https://splunk.box.com/s/cfwum5m1ldd5yo21v04e
- Company overview: LFG is #235 of Forbes 2013 Fortune 500 list. LFG is a 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. Initial Use Case: LFG’s initial classic IT ops and app mgmt use case - syslog analysis, troubleshooting. Expansion: Marketing team at LFG does not have access to customer data, however the team still needs to have a view of the data for improving customer experience. LFG brings the client side clickstream data from Tealium into Splunk along with server event logs to look for performance and customer issues. LFG discovered performance issue and released patch that improved performance by 50%. Research into web client performance lead to optimization of Javascript, CSS, and the delivery of these files. LFG also uses Splunk to benchmark user engagement between new releases and previous production version. Data sources used: weblogs, clickstream logs, network performance logs Key metrics: Visits Avg time spent on site Avg time spent/session by browser Visits/session Browser use % Negative customer feedback by browser Case Study/Video link: SplunkLive presentation: https://splunk.box.com/s/cfwum5m1ldd5yo21v04e
- Company background: . Initial use case: Business Expansion Use Case: Data sources used: Key Metrics
- Company overview: LFG is #235 of Forbes 2013 Fortune 500 list. LFG is a 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. Initial Use Case: LFG’s initial classic IT ops and app mgmt use case - syslog analysis, troubleshooting. Expansion: Marketing team at LFG does not have access to customer data, however the team still needs to have a view of the data for improving customer experience. LFG brings the client side clickstream data from Tealium into Splunk along with server event logs to look for performance and customer issues. LFG discovered performance issue and released patch that improved performance by 50%. Research into web client performance lead to optimization of Javascript, CSS, and the delivery of these files. LFG also uses Splunk to benchmark user engagement between new releases and previous production version. Data sources used: weblogs, clickstream logs, network performance logs Key metrics: Visits Avg time spent on site Avg time spent/session by browser Visits/session Browser use % Negative customer feedback by browser Case Study/Video link: SplunkLive presentation: https://splunk.box.com/s/cfwum5m1ldd5yo21v04e