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Splunk:  Innova-ve  and  cost  effec-ve   way  to  build  a  single  customer  view  

Twi4er  @datalicious  

April  2012  

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2  

>  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  
©  Datalicious  Pty  Ltd   3  

April  2012  

>  Smart  data  driven  marke?ng  
“Using  data  to  widen  the  funnel”  

Media  A4ribu?on  &  Modeling
Op?mise  channel  mix,  predict  sales  

 

Targe?ng  &  Merchandising    
Increase  relevance,  reduce  churn  

Tes?ng  &  Op?misa?on  
Remove  barriers,  drive  sales  

Boos?ng  ROI  
April  2012   ©  Datalicious  Pty  Ltd   4  

>  Clients  across  all  industries  

April  2012  

©  Datalicious  Pty  Ltd  

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>  Corporate  data  journey  
Stage  1   Stage  2  

Data  
Sophis-ca-on,  Effec-veness

Insights  
You  

  Ac?on  
Stage  3
You  

 

“Leaders”   “Followers”   “Laggards”  
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?  
Time,  Control

Data  is  fully  owned  in-­‐house,   advanced  predic-ve  modelling   and  trigger  based  marke-ng,  i.e.   what  will  happen  and  making  it   happen!  

 
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April  2012  

©  Datalicious  Pty  Ltd  

>  Importance  of  research  experience  
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  
April  2012  

(Online)  Research    

©  Datalicious  Pty  Ltd  

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>  The  consumer  data  journey  
To  transac?onal  data   To  reten?on  messages  

From  suspect  to  
Time

 

prospect  

To  customer  
Time

 

From  behavioural  data  
April  2012   ©  Datalicious  Pty  Ltd  

From  awareness  messages  
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>  Seamless  end-­‐to-­‐end  experience  
Affiliates,  paid,   organic  search   Display     ads  

DM,  TV,  print,     outdoor,  etc  

PURLs  /  Search  calls  to  ac-on  

Display  ad     re-­‐targe?ng  

My  Account     (re-­‐)targe?ng  

Main  website   (re-­‐)targe?ng  

Personalised   landing  pages  

Online/offline   conversion  

Email,  DM,  call   center  follow-­‐up  

April  2012  

©  Datalicious  Pty  Ltd  

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>  Data  and  analy?cs  architecture  
1  Customer  rela-onship  management  plaborm  or    

single  customer  view  across  all  touch  points  

Mass  media   Social  media   Digital  media    

CRM1  

Call  center   Social  media   Website/apps    

Acquisi?on  
  Call  center   Website   Agents  

Up-­‐sell/reten?on   MIS2  
  Direct  mail   Email/SMS   Agents  

2  Marke-ng  informa-on  system  or  single  source    

of  truth  across  all  (campaign)  data  sources   ©  Datalicious  Pty  Ltd  

April  2012  

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>  Single  customer  view  is  key  
Website  behavioural  data  

Call  center  transac?on  data  

+  
©  Datalicious  Pty  Ltd  

The  whole  is  greater     than  the  sum  of  its  parts  

Customer  profile  data  

April  2012  

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>  Transac?ons  plus  behaviours  
CRM  Profile  
one-­‐off  collec-on  of  demographical  data     customer  lifecycle  metrics  and  key  dates   predic-ve  models  based  on  data  mining  

Site  Behaviour  

age,  gender,  address,  etc  

profitability,  expira?on,  etc   propensity  to  buy,  churn,  etc  
historical  data  from  previous  transac-ons  

average  order  value,  points,  etc  

+  
©  Datalicious  Pty  Ltd  

browsing,  checkout,  etc  
tracking  of  content  preferences  

tracking  of  purchase  funnel  stage  

products,  brands,  features,  etc  
tracking  of  external  campaign  responses  

search  terms,  referrers,  etc  
tracking  of  internal  promo-on  responses  

emails,  internal  search,  etc  

Updated  Occasionally  
April  2012  

Updated  Con?nuously  
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>  Tradi?onal  single  customer  view  
Website     data   Vendor     data  feed  #1  

Call  center     data  

Vendor     data  feed  #2  

Rela?onal   database  

Reports  and   dashboards  

Customer     data  

Vendor     data  feed  #3  

Targeted   campaigns  

April  2012  

©  Datalicious  Pty  Ltd  

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>  Tradi?onal  single  customer  view  
Website     data  

Challenge  #2:     Data  feeds  require   Vendor     data  feed  # constant  u1   pdates   and  maintenance   Challenge  #1:     Rigid  database   Rela?onal   schema  requires   database   extensive  planning   and  maintenance  

Call  center     data  

Vendor     data  feed  #2  

Reports  and   dashboards  

Challenge  #3:     Increasing    number   Customer   data   of  (unstructured)   data  sources  
April  2012  

Vendor     data  feed  #3  

Targeted   campaigns  

©  Datalicious  Pty  Ltd  

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>  Splunk  single  customer  view  
Website     behaviour   data   SuperTag   integra?on  for   real-­‐?me  data   Splunk  saved   searches  and   dashboards  

Call  center     transac?on   data  

Splunk     Forwarder  for   data  import  

Splunk  instance     on  dedicated     AWS  server  

Splunk  regex   builder  and     data  exports  

CRM     customer     profile  data  

3rd  party  data   visualisa?ons     and  dashboards  

3rd  party  data   mining  and     re-­‐marke?ng  

April  2012  

©  Datalicious  Pty  Ltd  

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>  Data  and  analy?cs  architecture  

Mass  media   Social  media   Digital  media    

CRM  

Call  center   Social  media   Website/apps    

Acquisi?on  
  Call  center   Website   Agents  

Up-­‐sell/reten?on   MIS  
  Direct  mail   Email/SMS   Agents  

April  2012  

©  Datalicious  Pty  Ltd  

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Website  behaviour  data  

>  SuperTag  tag  management  
Conversion   Tracking   Splunk   Integra?on   Conversion   De-­‐duping  

Web   Analy?cs  

SuperTag  

Media   A4ribu?on    

Live     Chat   A/B  Tes?ng   Heat  Maps  

Behavioral   Targe?ng  

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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April  2012  

©  Datalicious  Pty  Ltd  

Call  center  transac?on  data  

CRM  customer  profile  data  

>  Key  Splunk  advantages  
§  Powerful  data  mining   §  Easy  sharing  of  insights   §  Short  project  dura-on  
–  Structured  and  unstructured  data   –  Online  dashboards  and  reports   –  Quick  implementa-on  and  1st  insights   –  Regex  builder  and  data  extracts  

§  Integra-on  with  other  plaborms  
–  Implementa-on  and  maintenance  
©  Datalicious  Pty  Ltd  

§  Low  technology  and  resource  costs  
April  2012   32  

cbartens@datalicious.com     blog.datalicious.com     twi4er.com/datalicious    
April  2012   ©  Datalicious  Pty  Ltd   33  

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