K1 + Datalicious + Splunk = Awesome Customer Analytics

K1 + Datalicious + Splunk = Awesome Customer Analytics

Having been a user of Splunk for a number of years now, I have seen first hand the amazing things that can be done with infrastructure and operations data. However, over the last couple of weeks, Luke and I have had the pleasure of being part of something a little different – a project to build a Splunk-powered single view of customer based on web clickstream, call, mobile app and social media data feeds.

K1 and Datalicious have been collaborating on a project to build a set of Splunk Apps to provide the much sought after single customer view. Such an achievement has been made possible through a unique combination of the following:

  1. The rich data set collected through Datalicious’ SuperTag and DataCollector framework;
  2. The powerful analytics, correlation and visualisation capabilities provided by the Splunk platform; and
  3. K1’s deep expertise in building comprehensive Splunk solutions.

This collaboration has resulted in the creation of 6 customer-centric analytics apps:

  1. WebAnalytics – Reporting and analysis of customers’ web clickstream activity.
  2. ErrorAnalytics – Reporting and analysis of website errors that may be impacting customer experience.
  3. AppAnalytics – Reporting and analysis of customer activity across various applications on various platforms, including mobile.
  4. CallAnalytics – The reporting of customer activity from call centres, including call duration, call steps (IVR menu path) and call outcome.
  5. SocialAnalytics – Reporting of customer sentiment of a specific brand through various social channels such as Twitter, Facebook, Linkedin.
  6. SingleView – The amalgamation of the above into a near real time 360 degree view of customer.

Such data is often used by marketing professionals to gauge the effectiveness of existing marketing campaigns and use the resulting data to build customer profiles that will help optimise the effectiveness of future campaigns.

The web analytics space is awash with solutions from market giants like Google and Adobe among others. What advantages does Splunk have over these incumbent analytics solutions? I can think of a few:

  • Customisation – In addition to the standard reports, users of Splunk can use the Splunk’s powerful search language to generate adhoc queries and write custom reports. This has been made even easier with the introduction of data models and pivots in Splunk Enterprise 6.
  • Correlation – Splunk can index data from disparate sources. Once indexed, users can take advantage of Splunk’s powerful search and correlation capabilities to extract actionable insights from these sources.
  • Visualisation – Since the release of 4.x, Splunk has really led the charge in terms of  graphing and charting. With the added capability of the d3 JavaScript library into the Splunk web framework, some really amazing visualisations are now possible.
  • Augmentation – Data being indexed by Splunk can be augmented with internal data, (e.g. CRM)  to really give any resulting analytics that extra oomph.

Our set of Splunk Apps made it as a one of three finalists at the APAC Splunk Summit last week, where it came a very close second. K1 and Datalicious went over to the Summit to present and showcase the App to Splunk partners and conference. Check out our previous blog post for more on this

This is yet another example of Splunk successfully transitioning from  traditional IT infrastructure/operations to a more business-centric use case.

Watch this space!

 

User_Agents

Sunburst visualisation of browsers connecting to a customer’s website. An example of how Splunk can be used to represent dense data in innovative, accessible formats.