Copyright © 2013 Splunk Inc.
Allan, Mike, Rahul, Sondra #splunkconf
More Comprehensive Digital Intelligence -‐CorrelaFng Client and Server-‐side Data
About Us
! Allan Tomkinson – Senior Developer @Lincoln Financial Group ! Mike Anderson – CTO & Co-‐Founder @Tealium ! Rahul Deshmukh – Director, Digital Intelligence @Splunk ! Sondra Russell – Sr. Sales Engineer @Splunk
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Legal NoFces During the course of this presentaFon, we may make forward-‐looking statements regarding future events or the expected performance of the company. We cauFon you that such statements reflect our current expectaFons and esFmates based on factors currently known to us and that actual events or results could differ materially. For important factors that may cause actual results to differ from those contained in our forward-‐looking statements, please review our filings with the SEC. The forward-‐looking statements made in this presentaFon are being made as of the Fme and date of its live presentaFon. If reviewed aYer its live presentaFon, this presentaFon may not contain current or accurate informaFon. We do not assume any obligaFon to update any forward-‐looking statements we may make. In addiFon, any informaFon about our roadmap outlines our general product direcFon and is subject to change at any Fme without noFce. It is for informaFonal purposes only and shall not, be incorporated into any contract or other commitment. Splunk undertakes no obligaFon either to develop the features or funcFonality described or to include any such feature or funcFonality in a future release.
Splunk, Splunk>, Splunk Storm, Listen to Your Data, SPL and The Engine for Machine Data are trademarks and registered trademarks of Splunk Inc. in the United States and other countries. All other brand names, product names, or trademarks belong to their respecCve
owners.
©2013 Splunk Inc. All rights reserved.
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Agenda
! Web Data Capture 101 ! Client Side Capture OpFons ! In-‐house Tagging ! Tag Management Systems ! Use Case: Lincoln Financial Group ! Panel Discussion
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Web Data Capture 101
Digital Intelligence Components
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Customer/Product (Web) AnalyFcs Mobile AnalyFcs Social Media
AnalyFcs
Big Data AnalyFcs
Data Capture OpFons ! Web server logging ! Javascript tagging ! Packet sniffing ! Stream recording
Combine Client and Server Side data
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What Does Server Side Capture Provide?
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! No tagging ! Captures Bot/Spider traffic ! File downloads ! Page errors ! Mobile user acFvity
Use Cases for Server Side Data
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Use Case Business Value
Download based business Improve conversion on file downloads
Intranet AnalyFcs Increasing employee producFvity through intranet usage analyFcs
Site performance analyFcs Reduce site speed resulFng in higher conversion
What Does Client Side Capture Provide?
• In-‐depth web analyFcs for websites
• Enable tracking for cached pages
• Client based interacFons and events capture
• Easier tracking of sessions/visitors
• Deeper understanding of product/site usage at user level
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Use Cases for Client Side Data
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Use Case Business Value
User behavior analyFcs Improve user experience, drive higher conversions
Online moneFzaFon Improve higher moneFzaFon of products, services
Campaign/PromoFon AnalyFcs
Improve effecFveness of markeFng spend & promoFons
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Combining client and server side data provides unique insights
In-‐house Client Side Capture
In-‐house Client Side Capture
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Demo
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In-‐house Client Side Capture
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For Detail and Code Samples:
“Client Side Splunk”
Tag Management Systems
Why Tag Management?
Tealium, Inc.
A/B Testing Ad Networks
Affiliate Marketing
Analytics
Chat
Email Marketing
Lead Nurturing Marketing Automation
Personalization
Search Engine Marketing
Visitor Remarketing
Visitor Retargeting
Banner Ads Social Marketing
Voice of Customer
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The Tealium SoluFon
Tealium, Inc.
A/B Testing
Ad Networks
Affiliate Marketing
Analytics
Banner Advertising
Chat
Email Marketing
Lead Nurturing
Marketing Automation
Personalization
Search Engine Marketing
Social Media Marketing
Visitor Remarketing
Visitor Retargeting
Visualization Platforms
Voice of Customer
TradiFonal Tagging Tealium Tag Management
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Advantages of Tag Management
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! Data StandardizaFon ! Tag Control ! MarkeFng Agility ! Site Performance ! Community ! Privacy ! Mobile App Tracking
Tealium & Splunk
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SPLUNK>
Hosted on AWS
Splunk S3 Add-‐on ingests data to Splunk index
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Explore Analyze Visualize Dashboards Share
Start exploring, analyzing digital data in Splunk
31 Data Layer of the web
Tealium, Inc.
Use Case: Lincoln Financial Group
Lincoln Financial Group
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! Financial Services company ! Founded in 1905 ! 8,000+ employees ! #235 on Forbes 2013 Fortune 500 list
And me…
! Allan Tomkinson – Senior Developer, Core Enterprise Services ! 16 years as IT professional ! First computer – TRS-‐80 Model III (with casseoe drive!) ! Twioer: @zeroacFve -‐ Splunk Answers: zeroacFve
Splunk + Tealium
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! TradiFonally machine data and client “tag” data live worlds apart
! Building a holisFc view typically requires custom development
! CorrelaFng data across sources can present unique challenges
! Bringing the data together breaks down barriers and allows different groups to use all of the data for different purposes
Bridging the gap between machine data and tag data
Splunk + Tealium @ LFG
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! Machine data / system log data associates log entries to User ID ! Do not expose User ID externally ! Tag data originates externally from client browser / Tealium systems, stored in Amazon S3.
! “Splunk for Amazon S3” Add-‐on allows us to pull and index “tag” data gathered by Tealium and stored on Amazon S3
! IdenFficaFon of user in external data handled via randomly generated ID that is linked to User ID internally
Use Case – CorrelaKng data between internal and external sources
Splunk + Tealium @ LFG = AWESOME
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! Load into Splunk “External ID -‐> Internal User ID” data as a Lookup Table ! External ID automaFcally idenFfied as a “key-‐value-‐pair” and extracted by Splunk into a field
! Created a macro that at search Fme compares the data in the External ID field to the Lookup Table and add a field to each Tealium event that contains the internal User ID. This allows users to filter by User ID
! Due to nature of ‘tag’ data, field names in are very small in size. Created a macro that will rename ‘tag’ data field names to friendly names
! Result: Search by User ID against internal & external data in one system
How we did it?
Summary
Summary
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! Digital Intelligence provides 3600 view of customer interacFons
across digital channels
! Combining and correlaFng client and server side data provides
unique capabiliFes
! Product/Customer analyFcs needs adhoc analyFcs capabiliFes and
access to data at a granular level
Next Steps
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Panel Discussion
THANK YOU