data-driven marketing roadshow splunk - march 26, 2014
Post on 23-Sep-2014
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Presentation by Splunk Director of Product Marketing EMEA Matt Davies. Data-Driven Marketing Road Show at BL-NK, London, March 26 2014TRANSCRIPT
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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>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)
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
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What’s the impact of Big Data?To both the customer and marketing?
THE CUSTOMER DIGITAL MARKETING
DATA
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
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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
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
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