Embed Size (px)
DESCRIPTION
The presentation discusses an innovative and cost-effective way to build a single customer view.
Citation preview
> Single Customer View < Splunk: Innova-ve and cost effec-ve way to build a single customer view
> 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 March 2012 © Datalicious Pty Ltd 2
> Smart data driven marke;ng
March 2012 © Datalicious Pty Ltd 3
Media A>ribu;on & Modeling
Op;mise channel mix, predict sales
Tes;ng & Op;misa;on Remove barriers, drive sales
Boos;ng ROI
Targeted Direct Marke;ng Increase relevance, reduce churn
“Using data to widen the funnel”
> Clients across all industries
March 2012 © Datalicious Pty Ltd 4
> Importance of research experience
March 2012 © Datalicious Pty Ltd 5
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
Capture internet traffic Capture 50-‐100% of fair market share of traffic
Increase consumer engagement Exceed 50% of best compe-tor’s engagement rate
Capture qualified leads and sell Convert 10-‐15% to leads and of that 20% to sales
Building consumer loyalty Build 60% loyalty rate and 40% sales conversion
Increase online revenue Earn 10-‐20% incremental revenue online
> Seamless end-‐to-‐end experience
March 2012 © Datalicious Pty Ltd 7
Call center transac;on data
> Single customer view is key
March 2012 © Datalicious Pty Ltd 8
Customer profile data
+ The whole is greater than the sum of its parts
Website behavioural data
> Tradi;onal single customer view
March 2012 © Datalicious Pty Ltd 9
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
> Tradi;onal single customer view
March 2012 © Datalicious Pty Ltd 10
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
Splunk instance on dedicated AWS server
> Splunk single customer view
March 2012 © Datalicious Pty Ltd 11
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
Website behaviour data
Call center transac;on data
CRM customer profile data
> 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 pla_orms – Regex builder and data extracts
§ Low technology and resource costs – Implementa-on and maintenance
March 2012 © Datalicious Pty Ltd 25
March 2012 © Datalicious Pty Ltd 26
Contact us [email protected]
Learn more
blog.datalicious.com
Follow us twi>er.com/datalicious
Data > Insights > Ac;on
