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The Holy Grail of Digital Data Analytics
Joe Brown

Rahul Deshmukh

Director, Digital Analytics
Lincoln Financial Group

D...
About Lincoln Financial
• #235 of Forbes 2013 Fortune 500 list
• Financial Services company offering a diverse range of fi...
Big Data
• Holy Grail = ―360 degree view of the customer‖

• Start small ―little big data‖
– Eric Peterson
Little Big Data
GA

Commission Junction
Silverpop

OpinionLab
SiteCatalyst

Double Click
Bizo
Feedbackify

WebTrends
Optim...
Little Big Data
Little Data Lake
Our Goal at Lincoln
Current State at Lincoln

Digital Data Lake
Improving User Experience at Lincoln

Avg Time Spent per Session (Minutes)

7/28/13 - 12/7/13

Browser page

request times...
Future State at Lincoln

Digital Data Lake
Splunk >
Moving Beyond Web Analytics to Digital Intelligence
>

Correlate across clickstream,
server side and mobile data

>

Real-...
Splunk : Tealium Integration Overview
1 Data Layer

3

of the web
Explore

Analyze

Visualize

Dashboards

Share

Start
ex...
More to Web Analytics than Marketing Metrics
Business Performance
Analytics

•
•
•

Customer/Product
Analytics

•
•
•

Pro...
Real time marketing
intelligence
Which devices (iPhones, Androids or Kindle
Fires) are being used to place orders
Where an...
Real-time Customer and Product Analytics

Measure customer
attention to specific areas
of content

Analyze click trough's ...
About Splunk
Company (NASDAQ: SPLK)
Founded 2004, first software release in 2006
HQ: San Francisco

Products
Splunk Enterp...
Demo
Thank You
Joe Brown

Rahul Deshmukh

Director, Digital Analytics
Lincoln Financial Group

Director, Digital Intelligence
S...
Demo Slides
Demo Slides
Demo Slides
Demo Slides
Digital Velocity 2014: "The Holy Grail of Digital Data Analytics"
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Digital Velocity 2014: "The Holy Grail of Digital Data Analytics"

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Presentation by Rahul Deshmukh, Director, Digital Intelligence, Splunk & Joe Brown, Director Digital Analytics, Lincoln Financial Group

What happens when you collect the richest data possible from your web and mobile apps, enrich it with other relevant digital data and leverage a platform designed for real-time, ad-hoc analysis?

Published in: Marketing, Technology, Business
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Digital Velocity 2014: "The Holy Grail of Digital Data Analytics"

  1. 1. The Holy Grail of Digital Data Analytics Joe Brown Rahul Deshmukh Director, Digital Analytics Lincoln Financial Group Director, Digital Intelligence Splunk thedeshmukhs
  2. 2. About Lincoln Financial • #235 of Forbes 2013 Fortune 500 list • 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. • Led by over 8,000 employees, Lincoln Financial provides the tools and advice to help individuals take charge of their futures
  3. 3. Big Data • Holy Grail = ―360 degree view of the customer‖ • Start small ―little big data‖ – Eric Peterson
  4. 4. Little Big Data GA Commission Junction Silverpop OpinionLab SiteCatalyst Double Click Bizo Feedbackify WebTrends Optimost Google AdWords DataXu ExactTarget
  5. 5. Little Big Data Little Data Lake
  6. 6. Our Goal at Lincoln
  7. 7. Current State at Lincoln Digital Data Lake
  8. 8. Improving User Experience at Lincoln Avg Time Spent per Session (Minutes) 7/28/13 - 12/7/13 Browser page request timestamp Web Logs 16.00 1. 2. 3. Weblog captures page request timestamp Tealium captures page DOMready timestamp Tealium captures application data loaded timestamp 12,000 10,000 Visits/Sessions Client-side Data (S3 bucket) 8,000 % change 14.00 -70% -61% -53% -52% 12.00 -51% -48% -51% -50% -40% 8.00 -30% 6.00 -20% 4.00 2.00 - Traffic and Avg Time Spent IE 9 50% Increase inIEsite Chrome IE 10 11 performance NS Visits NS Avg Time Spent Old Site Avg Time Same Weeks 2012 -10% 0% Mozilla 20 18 16 14 12 10 6,000 4,000 8 6 4 2,000 0 -60% 10.00 IE 8 14,000 12/8/13 - 1/13/14 18.00 2 0 % Change since 12/8 Bring the Tealium data set into Splunk alongside web and server event logs to look for performance and customer issues Browser Level Details Avg Time Spent in Minutes •
  9. 9. Future State at Lincoln Digital Data Lake
  10. 10. Splunk >
  11. 11. Moving Beyond Web Analytics to Digital Intelligence > Correlate across clickstream, server side and mobile data > Real-time analytics across digital channels (web & mobile) > Flexible and powerful ad hoc analytics > Advanced analytics on clickstream data in Hadoop Clickstream Data Server Side Weblogs Mobile Data
  12. 12. Splunk : Tealium Integration Overview 1 Data Layer 3 of the web Explore Analyze Visualize Dashboards Share Start exploring, analyzi ng digital data in Splunk Plus: Call center, offline, Ad cost data, etc. Tealium, Inc. Hosted on AWS Tealium Event Store S3 add-on 2 ingests data to Splunk index
  13. 13. More to Web Analytics than Marketing Metrics Business Performance Analytics • • • Customer/Product Analytics • • • Product Adoption Product Feature Usage Product Usability 1 Marketing Analytics Customer Behavior Customer Purchase/Churn Customer Service
  14. 14. Real time marketing intelligence Which devices (iPhones, Androids or Kindle Fires) are being used to place orders Where and when it is more lucrative to run promotional campaigns- real time Revenue insights Better customer decisions Online sales data across entire network of more than 10,000 stores Analyze the success of campaigns as well as one-off promotions in real time Visualize key metrics - orders per minute, numbers of transactions per store, what types of pizza and what coupons Proactively adjust campaigns in real-time based on customer behavior
  15. 15. Real-time Customer and Product Analytics Measure customer attention to specific areas of content Analyze click trough's and how they navigate to CJ mall Track and analyze mobile shopping customers in real time
  16. 16. About Splunk Company (NASDAQ: SPLK) Founded 2004, first software release in 2006 HQ: San Francisco Products Splunk Enterprise, Hunk: Splunk Analytics for Hadoop, Splunk Cloud 6,400+ Customers 60+ of the Fortune 100 Largest license: 100 Terabytes per day #1 Big Data Innovator* #1 Big Data – Pure Play Vendor** * Fast Company's Most Innovative Companies Issue (2013) ** Forbes/Wikibon (2013)
  17. 17. Demo
  18. 18. Thank You Joe Brown Rahul Deshmukh Director, Digital Analytics Lincoln Financial Group Director, Digital Intelligence Splunk thedeshmukhs For more information on EventStore and Tealium + Splunk, visit the Partner Pavilion or tealium.com/splunk Download Splunk for free and the Tealium Digital Analytics dashboards at splunk.com.
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