>

Single Customer View <

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

Twi4er @datalicious

April 2012

Datalicious Pty Ltd

> 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 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

> Corporate data journey

Stage 1 Stage 2

Data
Sophis-ca-on, Eec-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!

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

> 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

9

> Seamless end-to-end experience

Aliates, 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/oine conversion

Email, DM, call center follow-up

April 2012

Datalicious Pty Ltd

10

> 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

11

> 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

April 2012

12

> Transac?ons plus behaviours

CRM Prole
one-o collec-on of demographical data customer lifecycle metrics and key dates predic-ve models based on data mining

Site Behaviour

age, gender, address, etc

protability, expira?on, etc propensity to buy, churn, etc

historical data from previous transac-ons

average order value, points, etc

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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
13

> 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

15

> 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

April 2012

Datalicious Pty Ltd

16

> 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

17

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 gures 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 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 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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