Data Driven Marketing

Matt DaviesDirector of Product Marketing

Company Update Company (NASDAQ: SPLK)• Founded 2004, first software release in 2006• HQ: San Francisco / Regional HQ: London, Hong Kong• Over 1,000 employees, based in 12 countries• FY 2014 Revenue: $302M (YoY +52%)

Business Model / Products• Free download to massive scale• Splunk Enterprise, Splunk Cloud• Hunk: Splunk Analytics for Hadoop

7,000+ Customers• Customers in over 90 countries• More than 60 of the Fortune 100• Largest license: Over 100 Terabytes per day

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Spelunking:

Splunking:

to explore underground caves

to explore machine data

>50% CAGR per year of the digital universe

>4x1027 IP Addresses per human

>6 BillionMobile phones in use worldwide

>3 BillionSocial media accounts in useworldwide

>$130bn Public cloud market size (Gartner)

>40 trillion GBDigital universe size in 2020(IDC & NY Times)

Key Digital Trends

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CLOUD MOBILE

SOCIAL INFORMATION

Gartner call this the “Nexus of Forces”

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SOCIAL – a faster, richer, more collaborative conversation

INFORMATION –promises wisdom and real-time answers

CLOUD – “IT as a Service” and the expectation of ubiquitous access

MOBILE – becoming the primary computing platform

This generates a LOT of data….

Marketing

What’s the value of all this data to marketing? VALUE?

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What’s the impact of Big Data?To both the customer and marketing?

THE CUSTOMER DIGITAL MARKETING

DATA

AND customers are more informed

Customer experience is a hot topic

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How does marketing find value?In a haystack of Big Data?

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Make machine data accessible, usable and valuable to everyone.

Machine data to operational intelligenceANY MACHINE DATA

Online Services Web

Services

ServersSecurity GPS

Location

StorageDesktops

Networks

Packaged Applications

CustomApplicationsMessaging

TelecomsOnline

Shopping Cart

Web Clickstreams

Databases

Energy Meters

Call Detail Records

Smartphones and Devices

RFID

OPERATIONAL INTELLIGENCE

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MARKETING

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This machine data already exists in your company

It’s being lazy…

Website logsMobile appsSocial mediaeCommerce

European businesses need more knowledge

They need it in real-time

Source: Master of machine researchQuocirca & Splunk, March 2014

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Insight or blurred vision?

Marketing aren’t doing too bad…

Source: Master of machine researchQuocirca & Splunk, March 2014

Delivering Marketing Insights

MARKETING INSIGHTS FROM MACHINE DATA

Customer Analytics

Customer 360

User Analytics

Mobile Intelligence

Digital Marketing

Clickstream Analytics

Digital Intelligence

Application Intelligence

COMPLEMENT TRADITIONAL

TOOLS

REAL-TIME BUSINESS INSIGHTS

NEW CLASS OF DATA FOR BUSINESS ANALYTICS

ENRICH MACHINE DATA WITH

STRUCTURED DATA

FASTER INSIGHTS FROM

BIG DATA

BUSINESS OPERATIONS

ANALYSTS

DIGITAL MARKETING

DATA ANALYSTS

SCIENTISTS

Why Machine Data For Business Analytics?

ITDEVOPS

ARCHITECTS

LOBMANAGERS

Digital IntelligenceDriving marketing operational insight

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BIG DATAANALYTICS

CUSTOMERPRODUCT ANALYTICS

MOBILE ANALYTICS

SOCIAL MEDIAANALYTICS

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Digital Intelligence: The Value

Web Analyst, Product Manager, Marketing Analyst

Correlate clickstream, client-side, mobile data

Real-time analytics

across digital channels

(web & mobile)

Flexible and powerful Adhoc

Search

Advancedanalytics on

historical big data in Hadoop

Customer examples

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Business Insights with SplunkCustomer examples

Customer Experience Mobile Analytics Service Analytics

Video Analytics Real-time Bookings Claims Processing

Service Cost Analytics Online Monetization Analytics

Web Analytics

Application Analytics

Content & Search Analytics

Real-time Sales Analytics

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When to marketWhat to market

Monitor & modelcustomer behaviour

Business, Marketing &IT dashboards

Prevent lost revenuevia machine data insight

OPERATIONAL INTELLIGENCEA BILLION POUND WEBSITE

How Splunk is used

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Model customer behaviourHow customers really use the website (1 billion GBP)What is the real customer journey

Improved conversion rateEnsure up-time, assure revenue, happy customersReduce customer drop offs and analyse revenue

E-commerce “big data” & Digital intelligenceDrive real-time marketing behaviour and “when to market” Insight and action driven from machine data

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Accelerated dev cycleMore time to innovate

Less abandoned shopping baskets

Operational visibilityBusiness insight

Customer activitydashboards

RETAIL CUSTOMERDIGITAL INTELLIGENCE

Data variety- 3TB per day

Mobile banking,branch & ATM

Customer, transaction & business analytics

Marketing plansBusiness share

OPERATIONAL INTELLIGENCE AT TOP 10 EMEA BANK

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UniCredit mobile banking

Customer behaviour: Track product use for marketing business planning

Web Analytics: Monitoring client activity and navigation patterns

Business Analytics: Discovering common user behaviors and business trends in mobile market

€9m ROI no lost revenue

Improved up-time8x reduction in outage

Monitor & enhancecustomer experience

Targeted marketing campaigns

OPERATIONAL INTELLIGENCE FROM APPLICATIONDATA eTravel

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“The flexibility of analytics from Splunk helps us track and alert marketing performance while also understanding user behavior to optimize their experience.

Splunk used by IT and business users across their 20M+ user online gaming platform for:

• Marketing effectiveness tracking• Website performance monitoring• Gamer/usage analytics• A/B testing

Leehor Aaron CTO, FUNTOMIC

Splunk for Marketing Analytics

SPLUNK’S “SECRET SAUCE” LEVERAGE OUR CUSTOMERS

Better customer decisions

Analyse the success of campaigns as well as one-off promotions in real time

Proactively adjust marketing campaigns in real-time based on customer behaviour

Device & promotion trends

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

Online sales data across entire network of more than 10,000 stores

Visualise key metrics - orders per minute/per store, popular pizza and what coupons

REAL TIME MARKETING INTELLIGENCE

Social Media Intelligence

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Conclusion

Find the marketing needle in a haystack of data

360° real-time customer view

Marketinganalytics

Improve conversion rates

Accuracy &personalization

FINDING THE MARKETINGVALUE IN A HAYSTACK OF BIG DATA

Thank You