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?
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Digital Velocity 2014: "The Holy Grail of Digital Data Analytics"
- 1. The Holy Grail of Digital Data Analytics Joe Brown Rahul Deshmukh Director, Digital Analytics Lincoln Financial Group Director, Digital Intelligence Splunk thedeshmukhs
- 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. Big Data • Holy Grail = ―360 degree view of the customer‖ • Start small ―little big data‖ – Eric Peterson
- 4. Little Big Data GA Commission Junction Silverpop OpinionLab SiteCatalyst Double Click Bizo Feedbackify WebTrends Optimost Google AdWords DataXu ExactTarget
- 5. Little Big Data Little Data Lake
- 6. Our Goal at Lincoln
- 7. Current State at Lincoln Digital Data Lake
- 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. Future State at Lincoln Digital Data Lake
- 10. Splunk >
- 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. 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. 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. 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. 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. 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. Demo
- 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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Editor's Notes
- Everyone is looking for the holy grail, trying to get the 360 view of customer. Eric Peterson’s whitepaper “Digital Data Distribution Platforms in Action”, does a good job at summarizing this issue.The white paper also gives some valuable guidance.. START SMALL and explore “little big data”, like the old adage of how do you eat an elephant one bite at a time.
- What is little big data. It is all the data collected by the various tag based marketing technologies spread across your various digital experiences, web sites, mobile apps, kiosks, social media, etc. The problem is these tools simple create little puddles of data.
- Tealium creates a “data lake” providing a single view into all the digital data created by the various tag based technologies deployed across your digital experiences. This is the goal at Lincoln to build a digital data lake.
- Our goal at Lincoln is to slowly transform this digital data lake into raging river of data from all available sources.
- We have added system and machine logs to our river. Those of you who attend DV last year may recall Judah Phillips speaking at length on a panel about the importance of process. His book Building a Digital analytics organization covers this at length and you will need good solid processes in place to navigate the rapids.
- Is being indexed by SplunkSplunk is also indexing our machine / system log dataTag data is all captured by via a randomly generated ID that is linked to User ID internallyMachine / system log entries are recorded by User IDUser ID cannot be exposed externallyLoad into Splunk “External ID > Internal User ID Lookup TableResult: Search by User ID against internal & external data in one systemDiscovered performance issue …released patch improved performance by 50%.
- Are plan is to slowly feed additional sources into the river. This in an effort to get to the holy grail or the 360 degree view our customers.
- Splunk will help us achieve this by becoming the hover dam infront of our eventual massive data lake. It will allow us to quickly explore and control the flow of information and data. It allows us to do this by not having to predefine the data models and marts. Instead splunk allows us to build data models on the fly and continue to modify and change them as business needs dictate. All that is required is an understanding of the underlining data.
- Product Adoption – When new features are released, product managers need instant visibility into product/feature adoption.Product Feature Usage – How visitors/customers use the product and what features are most used for optimizing product experienceProduct Usability – How visitors/customers engage with features or website? Understanding bottlenecks within the user experience or factors that help improve user experienceCustomer Behavior – Deep understanding of customer behavior and user engagementCustomer Purchase/Churn – First read on purchase activity or churn based on clickstream data. Key for online services and ecommerce sitesCustomer Service – Using real-time insights for identifying errors or challenges for providing better customer service.
- CJ O is the no. 1 home shopping channel in South Korea.TV shoppingInternet shopping – CJmallMobile shopping – Mobile CJmallCatalog shoppingSocial market – O’Clock
- Splunk now has more than 700 employees worldwide, with headquarters in San Francisco and 14 offices around the world.Since first shipping its software in 2006, Splunk now has over 5600 customers in 85+ countries. These organizations are using Splunk software to improve service levels, reduce operations costs, mitigate security risks, enable compliance, enhance DevOps collaboration and create new product and service offerings. Please always refer to latest company data found here: http://www.splunk.com/company.