OTTO is a leading German e-commerce company founded in 1949. It has expanded from mail-order catalogues into a multichannel retailer with over 2.8 million online items. OTTO has been using Splunk for over 10 years to monitor its IT infrastructure and applications. It is now focusing on using Splunk for process analytics and machine learning to gain insights from business flows and customer journeys across its platforms.
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SplunkLive! Frankfurt 2019: Splunk Business Flow at Otto Group
1. LET‘S SHOW HOW TO
GO WITH THE FLOW
OTTO und Business Flow @
SplunkLive! - Frankfurt 05.2019
15.05.2019OTTO – SplunkLive! - Frankfurt – Business Flow 1
Frankfurt, 14. Mai 2019
2. Forward-Looking Statements
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During the course of this presentation, we may make forward-looking statements
regarding future events or the expected performance of the company. We caution you that
such statements reflect our current expectations and estimates based on focus currentl
known tu us and that actual events or results could differ materially.
The forward-looking statements made in this presentation are being made as of the time
and date of its live presentation. If reviewed after its live presentation, this presentation
may not contain current or accurate information. We do not assume any obligation to
update any forward looking statements we may make. In addition, any information about
our roadmap outlines our general strategy direction and is subject to change at any time
without notice. It is for informational purposes only and shall not be incorporated into any
contract or other commitment. Otto undertakes no obligation either to develop the
features or functionality described or to include any such feature or functionality in a future
publication or release.
3. Who‘s that guy up there?
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www.linkedin.com/in/andre-pietsch-51860b143Andre Pietsch
4. INHALT
1. Wir sind OTTO
2. Unsere Splunk Journey
3. What The Flow?
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5. OTTO – SplunkLive! - Frankfurt – Business Flow 5
1. WIR SIND OTTO
Wer war OTTO?
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6. Over 65 years of OTTO – from mail-order
shoes to e-commerce pioneer
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From 1995:
expansion into multichannel
retail
otto.de goes live
1949:
foundation
From 1960:
building a leading mail-order
retailer for fashion and furniture
The main catalogue as the
company’s trademark
Today:
OTTO is a driving force in online
retail, the company uses the
latest technology and is actively
shaping the market
1950:
the first, hand-bound
OTTO catalogue is mailed
out: it presents 28 pairs of
shoes on 14 pages
7. Continued success since OTTO was
founded in 1949
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Dr Michael Otto, Supervisory Board ChairmanProf. Dr h.c. Werner Otto, company founder
8. OTTO – SplunkLive! - Frankfurt – Business Flow 8
1. WIR SIND OTTO
OTTO? Machen die nicht gerade digitale Transformation?
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9. OTTO AS PART OF THE OTTO GROUP
GLOBALLY SUCCESSFUL WITH A WIDE RANGE OF E-COMMERCE BRANDS
North America
Russia
Asia
Germany
Europe
South America
Majority
Shareholdings
Minority
Shareholdings
9OTTO – SplunkLive! - Frankfurt – Business Flow 15.05.2019
10. OTTO – SplunkLive! - Frankfurt – Business Flow
Group total
2017/18
EUR million
2016/17
EUR million
Revenue 13,653 12,512
Capital expenditure* 380 382
EBITDA 750 730
EBIT 405 365
EBT 629 262
Group equity 1,532 1,308
Gross cash flow 806 760
Employees (average numbers) 51,785 49,787
*) In intangible assets and property, plant and equipment
2. KEY FIGURES
FROM REVENUES TO EMPLOYEES – OTTO GROUP PRELIMINARY FIGURES
10
11. OTTO GROUP KEY FIGURES
OTTO – SplunkLive! - Frankfurt – Business Flow
PRELIMINARY REVENUE IN THE RELEVANT SEGMENTS
Multichannel-Retail
2017EUR million
Financial Services
732
841
9,81
9
10,541
1,961
2,271
Services
2016
1115.05.2019
13. OTTO – Number 1 in Fashion & Lifestyle*
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*B2C mail order, GfK figures 2014
6.800
brands (in-house and many
premium third-party brands)
Over 2,8 million
items online
Huge product portfolio from fashion and
lifestyle to household appliances and
multimedia, DIY, kitchens, furniture and
toys
120
specialist catalogues
The only ‘big book’
company to make
the jump into the
digital world
6 specialist online shops
14. 20 years of experience in e-commerce
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1995:
OTTO’s first online
presence at www.otto.de
2000:
ordering via mobile phone
starts on mobil.otto.de
Today:
over 2.8 million items and around 6,800
brands at otto.de. Convenient shopping on
all user devices.
Financial year 2017/18:
increase of 8.5 percent to 2.956 billion
euros and 1.8 million new customers
15. From mail-order catalogues
to e-commerce expertise and platform
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Multimedia
Household
Kitchens
Furniture
Home textiles
DIY store
Toys
Sports
Lingerie
Swimsuits
Shoes
Menswear Womenswear
Large bandwidth of
products and brands
16. Blogs powered by OTTO
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Roombeez
Blog for home and lifestyle
Two for Fashion
OTTO fashion blog
re:BLOG
Blog on sustainability topics
17. Blogs powered by OTTO
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Updated
OTTO technology blog
Platz schaffen mit Herz
Blog on clothing donation
Soulfully
Blog on plus size fashion
18. Large and loyal customer base
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Over 6.6 million
active customers
Up to 10
orders per second
1,9 million
visits per day
20. The OTTO shopping experience is available to
our customers on all devices
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Including persistent shopping baskets and wishlists
55%
Circa
65%of all purchases on
mobile devices
of all visits on
mobile devices
22. Service as equals
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2,000service staff 24
OTTO – SplunkLive! - Frankfurt – Business Flow
Time to answer phone
less than 10 seconds
Available 24/7
including mail, chat, FB
24. OTTO – SplunkLive! - Frankfurt – Business Flow 24
1. WIR SIND OTTO
Wo wird OTTO morgen sein?
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25. Die OTTO VISION
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mobile, online,
plattformübergreifend
OTTO als Händler Auf einem fairen Marktplatz
26. OTTO – SplunkLive! - Frankfurt – Business Flow 26
2. UNSERE SPLUNK
JOURNEY
Von 0 auf Splunk in mehr als 10 Jahren
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27. Unsere Journey
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Hybrid operation in public und
private cloud
Erste Lizenz vor mehr als 10 Jahren
im Relation Center
Ausbau auf Backend Infrastruktur
29. OTTO – SplunkLive! - Frankfurt – Business Flow
13 billion
events in
36 days 63 systems
per
environment
4-5
environments
at the same
time
200 user
interfaces
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31. Wie setzen wir Splunk heute hauptsächlich
ein?
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• 1000 registrierte User, davon
600 in der IT
• Logging hoch optimiert
• Application Monitoring, schon
während der Entwicklung
• End-To-End Process and
Transaction Monitoring
• EUDSGVO
• Fraud Detection
See the zombi apocalypse before its happening
32. The next big shift in Splunk@OTTO
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• Process Analytics (Business
Flow)
• Hybrid Cloud Operations and
Security (App for AWS,…)
• Machine Learning (MLTK)
• Analytics for everyone
everywhere (Splunk Mobile for
iOS, Apple TV, Android(!))
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3. WHAT THE FLOW?
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34. What flows in your business?
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35. Why do we need to follow things?
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36. What‘s interesting about the things we follow?
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38. How To Get to Flow…
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Start with a simple search:
Nothing fancy. No special commands
39. How To Get To The Flow…
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Select just two things are needed from the search:
At least one field as a „Correlation ID“ AND exactly one field describing the „Step“.
40. You will start seeing nothing but your flowing process.
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41. Look Into The Details…
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Highlighters on the right to get new insights.Filter on the left for the important parts.
42. To The Really Fancy Stuff:
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• Grab the steps that are crucial.
• See the conversion rates while they are
happening.
• A/B Tests from the living system.
• Why not give it to the business people
and let them do it?
• And…
43. From flow to journey…
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44. What floats the flow? –
Business Flow Breakout III - IT with Dirk
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45. OTTO – SplunkLive! - Frankfurt – Business Flow 45
VIELEN DANK
Ich freue mich über einen interessanten Austausch.
Breakout Session III - IT zu Business Flow am Nachmittag mit Dirk.
15.05.2019