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Single Customer View <


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

> Short but sharp history


Datalicious was founded in late 2007 Strong Omniture web analy-cs history Ocial 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 2

March 2012

> Smart data driven marke;ng


Using data to widen the funnel

Media A>ribu;on & Modeling


Op;mise channel mix, predict sales

Targeted Direct Marke;ng


Increase relevance, reduce churn

Tes;ng & Op;misa;on


Remove barriers, drive sales

Boos;ng ROI
March 2012 Datalicious Pty Ltd 3

> Clients across all industries

March 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
March 2012

(Online) Research

Datalicious Pty Ltd

> Seamless end-to-end experience


Capture internet trac
Capture 50-100% of fair market share of trac

Increase consumer engagement

Exceed 50% of best compe-tors engagement rate

Capture qualied leads and sell Building consumer loyalty

Convert 10-15% to leads and of that 20% to sales

Build 60% loyalty rate and 40% sales conversion

Increase online revenue


March 2012 Datalicious Pty Ltd

Earn 10-20% incremental revenue online


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> Single customer view is key


Website behavioural data

Call center transac;on data

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Datalicious Pty Ltd

The whole is greater than the sum of its parts

Customer prole data

March 2012

> 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

March 2012

Datalicious Pty Ltd

> 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


March 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 prole data

3rd party data visualisa;ons and dashboards

3rd party data mining and re-marke;ng

March 2012

Datalicious Pty Ltd

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Website behaviour data

Call center transac;on data

CRM customer prole 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 pla_orms


Implementa-on and maintenance
Datalicious Pty Ltd

Low technology and resource costs


March 2012 25

cbartens@datalicious.com blog.datalicious.com twi>er.com/datalicious


March 2012 Datalicious Pty Ltd 26

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Data > Insights > Ac;on

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