SMX Splunk Single Customer View

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> Single Customer View < Splunk: Innova-ve and cost effec-ve way to build a single customer view

description

The presentation discusses an innovative and cost-effective way to build a single customer view.

Transcript of SMX Splunk Single Customer View

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>  Single  Customer  View  <  Splunk:  Innova-ve  and  cost  effec-ve  way  to  build  a  single  customer  view  

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April  2012   ©  Datalicious  Pty  Ltd   2  

Twi4er  @datalicious  

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>  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  

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>  Smart  data  driven  marke?ng  

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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”  

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>  Clients  across  all  industries  

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>  Corporate  data  journey  

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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  

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>  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    

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>  The  consumer  data  journey  

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To  reten?on  messages  To  transac?onal  data  

From  suspect  to   To  customer  

From  behavioural  data   From  awareness  messages  

Time  Time  prospect  

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>  Seamless  end-­‐to-­‐end  experience  

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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  

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>  Data  and  analy?cs  architecture  

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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  

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Call  center  transac?on  data  

>  Single  customer  view  is  key  

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Customer  profile  data  

+   The  whole  is  greater    than  the  sum  of  its  parts  

Website  behavioural  data  

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>  Transac?ons  plus  behaviours  

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+  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  

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>  Tradi?onal  single  customer  view  

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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  

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>  Tradi?onal  single  customer  view  

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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  

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Splunk  instance    on  dedicated    AWS  server  

>  Splunk  single  customer  view  

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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  

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>  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  

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Website  behaviour  data  

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>  SuperTag  tag  management  

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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  

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Call  center  transac?on  data  

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CRM  customer  profile  data  

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>  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  

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Contact  us  [email protected]  

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Data  >  Insights  >  Ac?on