SMX Splunk Single Customer View
-
Upload
datalicious-pty-ltd -
Category
Technology
-
view
686 -
download
4
description
Transcript of SMX Splunk Single Customer View
> Single Customer View < Splunk: Innova-ve and cost effec-ve way to build a single customer view
April 2012 © Datalicious Pty Ltd 2
Twi4er @datalicious
> Short but sharp history § Datalicious was founded in late 2007 § Strong Omniture web analy-cs history § Official Omniture & Google Analy-cs partner § Now 360 data agency with specialist team § Combina-on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac-ce (ADMA) § Turning data into ac-onable insights § Execu-ng smart data driven campaigns April 2012 © Datalicious Pty Ltd 3
> Smart data driven marke?ng
April 2012 © Datalicious Pty Ltd 4
Media A4ribu?on & Modeling
Op?mise channel mix, predict sales
Tes?ng & Op?misa?on Remove barriers, drive sales
Boos?ng ROI
Targe?ng & Merchandising Increase relevance, reduce churn
“Using data to widen the funnel”
> Clients across all industries
April 2012 © Datalicious Pty Ltd 5
> Corporate data journey
April 2012 © Datalicious Pty Ltd 6
Time, Control
Soph
is-ca-o
n, Effe
c-vene
ss
Stage 1
Data Stage 2
Insights Stage 3 Ac?on
Third par-es control most data, ad hoc repor-ng only, i.e. what happened?
Data is being brought in-‐house, shiZ towards insights genera-on and data mining, i.e. why did it happen?
Data is fully owned in-‐house, advanced predic-ve modelling and trigger based marke-ng, i.e. what will happen and making it happen!
“Followers”
“Leaders”
“Laggards”
You You
> Importance of research experience
April 2012 © Datalicious Pty Ltd 7
The consumer decision process is changing from linear to circular.
Considera?on set now grows during (online) research phase which increases importance of user experience during that phase
(Online) Research
> The consumer data journey
April 2012 © Datalicious Pty Ltd 9
To reten?on messages To transac?onal data
From suspect to To customer
From behavioural data From awareness messages
Time Time prospect
> Seamless end-‐to-‐end experience
April 2012 © Datalicious Pty Ltd 10
Affiliates, paid, organic search
DM, TV, print, outdoor, etc
Display ads
Display ad re-‐targe?ng
Online/offline conversion
Email, DM, call center follow-‐up
Personalised landing pages
Main website (re-‐)targe?ng
PURLs / Search calls to ac-on
My Account (re-‐)targe?ng
> Data and analy?cs architecture
April 2012 © Datalicious Pty Ltd 11
MIS2
Call center Social media
Website/apps
Up-‐sell/reten?on
Direct mail Email/SMS
Agents
CRM1
2 Marke-ng informa-on system or single source of truth across all (campaign) data sources
1 Customer rela-onship management plaborm or single customer view across all touch points
Mass media Social media Digital media
Acquisi?on Call center Website Agents
Call center transac?on data
> Single customer view is key
April 2012 © Datalicious Pty Ltd 12
Customer profile data
+ The whole is greater than the sum of its parts
Website behavioural data
> Transac?ons plus behaviours
April 2012 © Datalicious Pty Ltd 13
+ one-‐off collec-on of demographical data age, gender, address, etc customer lifecycle metrics and key dates profitability, expira?on, etc predic-ve models based on data mining
propensity to buy, churn, etc historical data from previous transac-ons
average order value, points, etc
CRM Profile
Updated Occasionally
tracking of purchase funnel stage
browsing, checkout, etc tracking of content preferences
products, brands, features, etc tracking of external campaign responses
search terms, referrers, etc tracking of internal promo-on responses
emails, internal search, etc
Site Behaviour
Updated Con?nuously
> Tradi?onal single customer view
April 2012 © Datalicious Pty Ltd 14
Vendor data feed #2
Website data
Call center data
Customer data
Reports and dashboards
Vendor data feed #1
Vendor data feed #3
Targeted campaigns
Rela?onal database
> Tradi?onal single customer view
April 2012 © Datalicious Pty Ltd 15
Vendor data feed #2
Website data
Call center data
Customer data
Reports and dashboards
Vendor data feed #1
Vendor data feed #3
Targeted campaigns
Rela?onal database
Challenge #1: Rigid database schema requires extensive planning and maintenance
Challenge #2: Data feeds require constant updates and maintenance
Challenge #3: Increasing number of (unstructured) data sources
Splunk instance on dedicated AWS server
> Splunk single customer view
April 2012 © Datalicious Pty Ltd 16
3rd party data mining and re-‐marke?ng
Splunk saved searches and dashboards
Splunk Forwarder for data import
Website behaviour
data
Call center transac?on
data
CRM customer profile data
Splunk regex builder and data exports
SuperTag integra?on for real-‐?me data
3rd party data visualisa?ons
and dashboards
> Data and analy?cs architecture
April 2012 © Datalicious Pty Ltd 17
MIS
Call center Social media
Website/apps
Up-‐sell/reten?on
Direct mail Email/SMS
Agents
CRM Mass media Social media Digital media
Acquisi?on Call center Website Agents
Website behaviour data
> SuperTag tag management
19
SuperTag
Conversion Tracking
Conversion De-‐duping
Media A4ribu?on
Behavioral Targe?ng
A/B Tes?ng Heat Maps
Live Chat
Web Analy?cs
Splunk Integra?on
Easily implement and update any tag on any websites without or limited IT involvement De-‐duplicate conversions for CPA deals and align repor-ng figures across plaborms Collect accurate mul--‐channel media adribu-on data to provide advanced insights Enable advanced features such as targe-ng, tes-ng and chat to op-mise user experience
April 2012 © Datalicious Pty Ltd
Call center transac?on data
CRM customer profile data
> Key Splunk advantages § Powerful data mining – Structured and unstructured data
§ Easy sharing of insights – Online dashboards and reports
§ Short project dura-on – Quick implementa-on and 1st insights
§ Integra-on with other plaborms – Regex builder and data extracts
§ Low technology and resource costs – Implementa-on and maintenance
April 2012 © Datalicious Pty Ltd 32
April 2012 © Datalicious Pty Ltd 33
Contact us [email protected]
Learn more
blog.datalicious.com
Follow us twi4er.com/datalicious
Data > Insights > Ac?on