SplunkLive! Frankfurt 2019: Splunk Business Flow at Otto Group

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

Forward-Looking Statements
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.

Who‘s that guy up there?
www.linkedin.com/in/andre-pietsch-51860b143Andre Pietsch

INHALT
1. Wir sind OTTO
2. Unsere Splunk Journey
3. What The Flow?

OTTO – SplunkLive! - Frankfurt – Business Flow 5
1. WIR SIND OTTO
Wer war OTTO?
15.05.2019

Over 65 years of OTTO – from mail-order
shoes to e-commerce pioneer
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

Continued success since OTTO was
founded in 1949
Dr Michael Otto, Supervisory Board ChairmanProf. Dr h.c. Werner Otto, company founder

1. WIR SIND OTTO
OTTO? Machen die nicht gerade digitale Transformation?
15.05.2019

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

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

OTTO GROUP KEY FIGURES
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

Facts & figures
• Location:
Hamburg (head office)
• Employees:
4,700 (all locations)
• Sales 2016/2017:
2.9 billion euros
OTTO campus in Hamburg

OTTO – Number 1 in Fashion & Lifestyle*
*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

20 years of experience in e-commerce
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

From mail-order catalogues
to e-commerce expertise and platform
Multimedia
Household
Kitchens
Furniture
Home textiles
DIY store
Toys
Sports
Lingerie
Swimsuits
Shoes
Menswear Womenswear
Large bandwidth of
products and brands

Blogs powered by OTTO
Roombeez
Blog for home and lifestyle
Two for Fashion
OTTO fashion blog
re:BLOG
Blog on sustainability topics

Blogs powered by OTTO
Updated
OTTO technology blog
Platz schaffen mit Herz
Blog on clothing donation
Soulfully
Blog on plus size fashion

Large and loyal customer base
Over 6.6 million
active customers
Up to 10
orders per second
1,9 million
visits per day

19Company Presentation 15.05.2019
Over 90 % online share
of total sales

The OTTO shopping experience is available to
our customers on all devices
Including persistent shopping baskets and wishlists
55%
Circa
65%of all purchases on
mobile devices
of all visits on
mobile devices

15.05.2019Company Presentation 21
Always available!

Service as equals
15.05.2019 22
2,000service staff 24
Time to answer phone
less than 10 seconds
Available 24/7
including mail, chat, FB

15.05.2019Company Presentation 23
Langfristiges Engagement
zahlt sich ausWir machen digitale Zukunft.We invest in a digital future

1. WIR SIND OTTO
Wo wird OTTO morgen sein?
15.05.2019

Die OTTO VISION
mobile, online,
plattformübergreifend
OTTO als Händler Auf einem fairen Marktplatz

2. UNSERE SPLUNK
JOURNEY
Von 0 auf Splunk in mehr als 10 Jahren
15.05.2019

Unsere Journey
Hybrid operation in public und
private cloud
Erste Lizenz vor mehr als 10 Jahren
im Relation Center
Ausbau auf Backend Infrastruktur

15.05.2019 28OTTO – SplunkLive! - Frankfurt – Business Flow

13 billion
events in
36 days 63 systems
per
environment
4-5
environments
at the same
time
200 user
interfaces
15.05.2019 29

Architecture
15.05.2019 30
Cluster Master
License Master
Deployment Master
Deployer
Universal
Forwarder
Load Balancer
Firewall
Intranet
Syslog
Source
Intranet
Firewall
Index
Cluster
ProxyForwarder
Search
Head
Cluster
167
Web-Oberfläche
Load Balancer
8
REST-API
Load Balancer
19
Datenbanken
ESB Queue

Wie setzen wir Splunk heute hauptsächlich
ein?
• 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

The next big shift in Splunk@OTTO
• 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(!))

3. WHAT THE FLOW?
15.05.2019

What flows in your business?

Why do we need to follow things?

What‘s interesting about the things we follow?

Show the flow…

How To Get to Flow…
Start with a simple search:
Nothing fancy. No special commands

How To Get To The Flow…
Select just two things are needed from the search:
At least one field as a „Correlation ID“ AND exactly one field describing the „Step“.

You will start seeing nothing but your flowing process.
15.05.2019Bereich & Projektname 40

Look Into The Details…
Highlighters on the right to get new insights.Filter on the left for the important parts.

To The Really Fancy Stuff:
• 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…

From flow to journey…

What floats the flow? –
Business Flow Breakout III - IT with Dirk

VIELEN DANK
Ich freue mich über einen interessanten Austausch.
Breakout Session III - IT zu Business Flow am Nachmittag mit Dirk.
15.05.2019

SplunkLive! Frankfurt 2019: Splunk Business Flow at Otto Group

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