The presentation discusses an innovative and cost-effective way to build a single customer view.

1. >
Single
Customer
View
<
Splunk:
Innova-ve
and
cost
effec-ve
way
to
build
a
single
customer
view

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
March
2012
©
Datalicious
Pty
Ltd
2

3. >
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

4. >
Clients
across
all
industries
March
2012
©
Datalicious
Pty
Ltd
4

5. >
Importance
of
research
experience
The
consumer
decision
process
is
changing
from
linear
to
circular.
Considera;on
set
now
grows
during
(online)
(Online)
Research
research
phase
which
increases
importance
of
user
experience
during
that
phase
March
2012
©
Datalicious
Pty
Ltd
5

7. >
Seamless
end-­‐to-­‐end
experience
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
March
2012
©
Datalicious
Pty
Ltd
7

8. >
Single
customer
view
is
key
Website
behavioural
data
Call
center
transac;on
data
+
The
whole
is
greater
than
the
sum
of
its
parts
Customer
profile
data
March
2012
©
Datalicious
Pty
Ltd
8

9. >
Tradi;onal
single
customer
view
Website
Vendor
data
data
feed
#1
Call
center
Vendor
Reports
and
Rela;onal
data
data
feed
#2
dashboards
database
Customer
Vendor
Targeted
data
data
feed
#3
campaigns
March
2012
©
Datalicious
Pty
Ltd
9

10. >
Tradi;onal
single
customer
view
Challenge
#2:
Website
Data
feeds
require
Vendor
data
constant
u1
data
feed
#
pdates
and
maintenance
Challenge
#1:
Rigid
database
Call
center
Vendor
Reports
and
data
data
feed
#2
schema
requires
Rela;onal
dashboards
database
extensive
planning
and
maintenance
Challenge
#3:
Increasing
number
Customer
Vendor
Targeted
data
data
feed
#3
campaigns
of
(unstructured)
data
sources
March
2012
©
Datalicious
Pty
Ltd
10

11. >
Splunk
single
customer
view
Website
SuperTag
Splunk
saved
behaviour
integra;on
for
searches
and
data
real-­‐;me
data
dashboards
Call
center
Splunk
Splunk
regex
Splunk
instance
transac;on
Forwarder
for
builder
and
on
dedicated
data
data
import
data
exports
AWS
server
CRM
3rd
party
data
3rd
party
data
customer
visualisa;ons
mining
and
profile
data
and
dashboards
re-­‐marke;ng
March
2012
©
Datalicious
Pty
Ltd
11

12. Website
behaviour
data

13. Call
center
transac;on
data

14. CRM
customer
profile
data

25. >
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

26. Contact
us
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
us
twi>er.com/datalicious
March
2012
©
Datalicious
Pty
Ltd
26

27. Data
>
Insights
>
Ac;on