Digital Velocity 2014: "The Holy Grail of Digital Data Analytics"
23
The Holy Grail of Digital Data Analytics Joe Brown thedeshmukhs Director, Digital Analytics Lincoln Financial Group Rahul Deshmukh Director, Digital Intelligence Splunk
description
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?
Transcript of Digital Velocity 2014: "The Holy Grail of Digital Data Analytics"
The Holy Grail of Digital Data Analytics
Joe Brown
thedeshmukhs
Director, Digital AnalyticsLincoln Financial Group
Rahul DeshmukhDirector, Digital IntelligenceSplunk
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
Big Data
• Holy Grail = “360 degree view of the customer”
• Start small “little big data”– Eric Peterson
Little Big Data
SiteCatalyst
GA
ExactTarget
Double Click
Bizo
Silverpop
Commission Junction
Google AdWords
OpinionLab
Feedbackify
DataXu
Optimost
WebTrends
Little Big Data
Little Data Lake
Our Goal at Lincoln
Current State at Lincoln
Digital Data LakeSyst
em L
ogs
Improving User Experience at Lincoln
• Bring the Tealium data set into Splunk alongside web and server event logs to look for performance and customer issues
1. Weblog captures page request timestamp 2. Tealium captures page DOMready timestamp 3. Tealium captures application data loaded timestamp
Web Logs
Client-side Data (S3 bucket)
Browser page request timestamp
Page built
DOMReady timestamp
Application data
retrieved & loaded
timesta
mp
-53% -52% -51% -48% -51%
-61%
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0% -
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
IE 8 IE 9 IE 10 IE 11 Chrome Mozilla
% C
hang
e si
nce
12/8
Avg
Tim
e Sp
ent p
er S
essi
on (M
inut
es)
Browser Level Details 7/28/13 - 12/7/13 12/8/13 - 1/13/14 % change
0
2
4
6
8
10
12
14
16
18
20
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Avg
Tim
e Sp
ent i
n M
inut
es
Visi
ts/S
essi
ons
Traffic and Avg Time Spent NS VisitsNS Avg Time SpentOld Site Avg Time Same Weeks 2012
50% Increase in site
performance
Future State at Lincoln
Digital Data LakeSyst
em L
ogs
Call Center Data
Transactional Data
Offline Data
3rd Party Data
Splunk >
Moving Beyond Web Analytics to Digital Intelligence
Real-time analytics across digital channels (web & mobile)
Correlate across clickstream, server side and mobile data>
>
Flexible and powerful ad hoc analytics
>
Advanced analytics on clickstream data in Hadoop
>
Server Side Weblogs
Clickstream Data
Mobile Data
Hosted on AWS
S3 add-on ingests data to Splunk index
2
Explore Analyze Visualize Dashboards Share
Tealium Event Store
Start exploring, analyzing digital data in Splunk
31 Data Layer of the web
Tealium, Inc.
Splunk : Tealium Integration Overview
Plus:Call center, offline,Ad cost data, etc.
More to Web Analytics than Marketing Metrics
13
• Product Adoption• Product Feature Usage• Product Usability
• Customer Behavior• Customer Purchase/Churn• Customer Service
Business Performance Analytics
Marketing Analytics
Customer/Product Analytics
Better customer decisions
Analyze the success of campaigns as well as one-off promotions in real time
Proactively adjust campaigns in real-time based on customer behavior
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
Online sales data across entire network of more than 10,000 stores
Visualize key metrics - orders per minute, numbers of transactions per store, what types of pizza and what coupons
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
Company (NASDAQ: SPLK)Founded 2004, first software release in 2006
HQ: San Francisco
ProductsSplunk Enterprise, Hunk: Splunk Analytics for Hadoop, Splunk Cloud
6,400+ Customers60+ 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)
About Splunk
Demo
Thank You
Joe Brown
thedeshmukhs
Director, Digital AnalyticsLincoln Financial Group
Rahul DeshmukhDirector, Digital IntelligenceSplunk
For more information on EventStore and Tealium + Splunk, visit the Partner Pavilion ortealium.com/splunk
Download Splunk for free and the Tealium Digital Analytics dashboards at splunk.com.
Demo Slides
Demo Slides
Demo Slides
Demo Slides
