Digital intelligence (DI) refers to the capture, management, and analysis of digital data to provide a holistic view of the customer experience across marketing channels. More than 50% of digital visitors will be via mobile by 2015, so mass TV ads will be less effective. To build a DI framework, an organization should incorporate data from all digital touchpoints, put that data in context with business data, process and store the data in a data warehouse to enable analysis, and use insights to directly impact digital interactions and drive value. The Splunk sports analytics demo shows how an organization can use such a framework to gain insights from sports data.

1. Digital Intelligence
Sports Analytics Demo
Eashwar Raghunathan
in.linkedin.com/in/splunker/

2. What is DI ?
DI – Digital Intelligence
Analytics
DI - Digital Interaction
The capture, management, and analysis of data to provide a holistic view of the
digital customer experience that drives the measurement, optimization, and
execution of marketing tactics and business strategies.
- Forrester Research

3. Why DI?
More than 50% of our digital visitors will be via mobile by 2015
Mass reach via TV ads won’t be effective

4. How to Build a DI framework?
Digital data inputs – incorporating data from all digital marketing touchpoints
Business data inputs – putting digital marketing data into context with data from the business
Data processing – collecting, integrating, and managing data with a high degree of speed and granularity
Data warehouse – storing digital data to make it available for analysis and execution
Analysis – analytics activities spanning dashboards and reports to data mining and forecasting
Action – making analytical data and insights directly available to the applications that drive interactions
Digital Data
inputs
Business
data
inputs
+
Data processing
Data warehouse
Analysis
Value
Huge Volume
Different Devices
Different Channels
High Velocity
Integrations
Correlations
Speed
scalable RedundantReliable
Time to Value
Multiple Sources
Secure
Visualization – Right person, Right TimeTime to Value
ROI
Real-Time

5. BD Platform
Data Store
5
BSM Run-time Service Model
Web Servers Backend
Application Servers
Middlewares
Internet &
Intranet
Correlation
Classification +
Search Time
Correlation
Real-time
Value
Synch

6. Survey by Adobe

7. Why ?
Reduce costs, and Effective Digital Spending

8. Popular Areas
Its not only Click Stream, its also move stream

9. Splunk Sports Analytics Demo

10. Splunk Sports Analytics Demo

11. Splunk Sports Analytics Demo

12. Splunk Sports Analytics Demo

13. Splunk Sports Analytics Demo

14. Splunk Sports Analytics Demo

15. Thanks