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Copyright © 2013 Splunk Inc. Jigesh Saheba, Joe Brown, Rahul Deshmukh, Roy Arsan #splunkconf Moving to Digital Intelligence: Tracking Visitor Engagement across Digital Mediums
Copyright © 2013 Splunk Inc.
Jigesh Saheba, Joe Brown, Rahul Deshmukh, Roy Arsan #splunkconf
Moving to Digital Intelligence: Tracking Visitor Engagement across Digital Mediums
About Us
! Jigesh Saheba – Chief Architect, ADP Labs ! Joe Brown – Director of Digital AnalyQcs @Lincoln Financial Group ! Rahul Deshmukh – Director, Digital Intelligence @Splunk ! Roy Arsan – Sr. SoUware Engineer @Splunk
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Legal NoQces During the course of this presentaQon, we may make forward-‐looking statements regarding future events or the expected performance of the company. We cauQon you that such statements reflect our current expectaQons and esQmates 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 presentaQon are being made as of the Qme and date of its live presentaQon. If reviewed aUer its live presentaQon, this presentaQon may not contain current or accurate informaQon. We do not assume any obligaQon to update any forward-‐looking statements we may make. In addiQon, any informaQon about our roadmap outlines our general product direcQon and is subject to change at any Qme without noQce. It is for informaQonal purposes only and shall not, be incorporated into any contract or other commitment. Splunk undertakes no obligaQon either to develop the features or funcQonality described or to include any such feature or funcQonality 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
! Digital Intelligence Overview ! Why care for DI and Visitor Engagement? ! Measuring Visitor Engagement at ADP ! Improving Customer Experience at Lincoln Financial Group ! Understanding Visitor Engagement at jQuery conference ! Panel Discussion
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Digital Intelligence and Visitor Engagement
Key Digital Trends
Web Mobile
Social
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What is Digital Intelligence?
Digital Intelligence moves beyond tradiQonal web analyQcs to cover more customer
channels – web, mobile, social
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Digital Intelligence Areas
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Product/ Customer AnalyQcs
MarkeQng AnalyQcs
Business Performance AnalyQcs
• Understanding Visitor Engagement
• Improving Customer Experience
Higher Visitor Engagement Leads to…
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! Higher loyalty (repeat visit, frequency of visit)
! Lower markeQng spend
! Higher word of mouth markeQng
! Higher conversions leading to increase in revenue
! Bemer user experience
What Mamers in Good Visitor Engagement
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! Good original content
! Easy to find content and flow
! Clean layout
! Bemer call to acQon
! Site speed mamers!
Visitor Engagement Measurement Methods
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! Clickstream/mobile app usage analysis
! Inline or exit surveys
! A|B or MVT tesQng
! Focus groups
! Eye tracking
! Recording visitor acQvity (CEM tools)
Why is Measuring Visitor Engagement Hard?
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! Access to granular data ! Adhoc with unlimited segmentaQon
! Combine and correlate data ! Variety of data
! Real-‐Qme data for bemer acQonability
How Does Splunk Solve the Problem?
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Improving Visitor Experience at ADP
ADP Mobile SoluQons
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! Engage, connect and empower employees, managers and pracQQoners anyQme, anywhere
! “A Single App for All of That” Important HR, benefits, and payroll informaQon at employee fingerQps 24x7x365
! Clean, simple and intuiQve interface
! “Always On” High availability, reliability and performance
1 App
38 Countries
23 Languages
46K+ Clients
1.3M+ AcQve Users
360o View
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I need easy access to logs
I want to quickly idenCfy and fix
bugs
I want to quickly address customer
issues
I want to quickly alert appropriate team when an issue is detected
How is the product doing in the marketplace?
How can we drive
adopCon?
How can we take leadership in
mobile research?
What features and funcCons are used most oRen?
I need real data for my product
plan
Are markeCng campaigns successful?
Do we have adequate capacity to
handle upcoming open enrollment?
I want to know
about performance & reliability issues before they impact user experience
I want end-‐to-‐end visibility in real-‐
Cme.
Is system in healthy state?
Steve ApplicaQon Developer
Raj System Architect
Sarah OperaQons Engineer
Debbie Support Specialist
Anna Product Manager
Bob Business ExecuQve
360o View
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I need easy access to logs
I want to quickly idenCfy and fix
bugs
I want to quickly address customer
issues
I want to quickly alert appropriate team when an issue is detected
How is the product doing in the marketplace?
How can we drive
adopCon?
How can we take leadership in
mobile research?
What features and funcCons are used most oRen?
I need real data for my product
plan
Are markeCng campaigns successful?
Do we have adequate capacity to
handle upcoming open enrollment?
I want to know
about performance & reliability issues before they impact user experience
I want end-‐to-‐end visibility in real-‐
Cme
Is system in healthy state?
Steve ApplicaQon Developer
Raj System Architect
Sarah OperaQons Engineer
Debbie Support Specialist
Anna Product Manager
Bob Business ExecuQve
Product Insight
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What features and funcCons are used
most oRen?
What type of client they are using?
What devices are used?
More device details please!
Anna Product Manager
Business Insights
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AdopQon Over Time
Engagement Over Time
! ExecuQve dashboard and reports
! Product adopQon rate
! Product engagement over Qme
! Feature and funcQon usage stats
! Product availability stats
! Product performance stats
! Feature and funcQon usage stats
! Top clients
! Client dashboard
! Mobile research data collecQon
Bob Business ExecuQve
Anna Product Manager
Splunk for ADP Mobile
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! Custom mulQ-‐purpose, mulQ-‐user applicaQon
! Preconfigured with inputs, searches, views, forms, dashboard and more for ADP Mobile SoluQons
! Role-‐based access (views, dashboards, forms and saved searches)
! Unified view of disparate data from mulQple sources within and across data centers
Improving Customer Experience at Lincoln Financial Group
Visitor Engagement at jQuery Conference
Tracking Visitor Engagement for (even) Bemer jQuery Conferences
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! Real-‐Qme user analyQcs: – Site: events.jquery.org/2013/portland
! AcQonable insights to: – Increase conversions – Improve user experience both online and on site
! Answer various business quesQons: – What topics are visitors most interested in? – Where are visitors purchasing Qckets coming from? – How did visitors spend their Qme on the page?
Tracking Visitor Engagement for (even) Bemer jQuery Conferences
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! Client-‐side data tracked & visualized in real-‐Qme by Splunk Enterprise
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Web Server events.jquery.org
Data Collector Server
Browser
InstrumentaQon CollecQon VisualizaQon
jQuery Conference Web Page with custom JavaScript Tag (sp.js)
Demo
Summary
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! Users interact through mulQple channels ! Measuring and understanding visitor engagement is key for bemer customer experience
! Analyst need adhoc analysis and segmentaQon on digital data ! CorrelaQng and combining client and server side data provides unique insights
Next Steps
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Download the .conf2013 Mobile App If not iPhone, iPad or Android, use the Web App
Take the survey & WIN A PASS FOR .CONF2014… Or one of these bags! Come visit the DI booth on Level 3!
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Panel Discussion
THANK YOU
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