Single Customer View

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

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Single Customer View

  1. 1. >  Single  Customer  View  <   Splunk:  Innova-ve  and  cost  effec-ve   way  to  build  a  single  customer  view  
  2. 2. >  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      March  2012   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Smart  data  driven  marke;ng   “Using  data  to  widen  the  funnel”   Media  A>ribu;on  &  Modeling   Op;mise  channel  mix,  predict  sales   Targeted  Direct  Marke;ng     Increase  relevance,  reduce  churn   Tes;ng  &  Op;misa;on   Remove  barriers,  drive  sales   Boos;ng  ROI  March  2012   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Clients  across  all  industries  March  2012   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  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  March  2012   ©  Datalicious  Pty  Ltd   5  
  6. 6. >  Seamless  end-­‐to-­‐end  experience   Capture  internet  traffic   Capture  50-­‐100%  of  fair  market  share  of  traffic   Increase  consumer  engagement   Exceed  50%  of  best  compe-tor’s  engagement  rate     Capture  qualified  leads  and  sell   Convert  10-­‐15%  to  leads  and  of  that  20%  to  sales   Building  consumer  loyalty   Build  60%  loyalty  rate  and  40%  sales  conversion   Increase  online  revenue   Earn  10-­‐20%  incremental  revenue  online  March  2012   ©  Datalicious  Pty  Ltd   7  
  7. 7. >  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  March  2012   ©  Datalicious  Pty  Ltd   8  
  8. 8. >  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  March  2012   ©  Datalicious  Pty  Ltd   9  
  9. 9. >  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  March  2012   ©  Datalicious  Pty  Ltd   10  
  10. 10. >  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  March  2012   ©  Datalicious  Pty  Ltd   11  
  11. 11. Website  behaviour  data  
  12. 12. Call  center  transac;on  data  
  13. 13. CRM  customer  profile  data  
  14. 14. >  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  pla_orms   –  Regex  builder  and  data  extracts  §  Low  technology  and  resource  costs   –  Implementa-on  and  maintenance  March  2012   ©  Datalicious  Pty  Ltd   25  
  15. 15. Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twi>er.com/datalicious    March  2012   ©  Datalicious  Pty  Ltd   26  
  16. 16. Data  >  Insights  >  Ac;on  

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