Web Intelligence—a New Approach to Actionable Insights
Web analytics tools and related technologies provide metrics on website performance, marketing channel effectiveness, user behavior and customer experience. These metrics help businesses drive incremental revenue, improve user engagement and acquire/retain customers. Yet with today’s ever-increasing data volumes and data sources comes a new complexity in keeping track of data and getting valuable metrics and actionable insights from the data. The daunting task of correlating high volume and disparate data sources is causing web analysts to spend more time in data collection, transformation and extraction and less time in strategic analysis for the business.
The Challenge of Keeping Up with Customers
A new class of data is being generated by a wide array of sources such as web servers, machines and systems of all types. This machine-generated data is one of the fastest growing and most pervasive segments of “big data”—generated by websites, applications, servers, networks, mobile devices and the like that organizations rely on every day. It includes clickstream, call logs, social media, RSS feeds, GPS readings, weather data and fleet locators. It contains a record of customer behavior, user transactions, machine behavior, security threats, fraudulent activities and more.
This data is an incredibly valuable resource, but organizations rarely get the value they need from it. Existing web analytics tools and data warehouses are simply not engineered to handle this type of high-volume, variable and dynamic data.
Since customers can interact with your product or company in multiple ways (website, mobile, social, etc.), the amount of data generated from these channels is enormous. Additionally, the data from each source varies—part of the dataset might be completely unstructured, while part might be semi-structured. Combining these disparate data sources through traditional web analytics tools or business intelligence solutions can prove challenging. Part of the challenge is technology (scaling, bringing structure to the data, real-time reporting, etc.) and part of the challenge is cost (moving large data sets to or from third-party providers). The complexity increases significantly for organizations that are looking to create segmentation on the fly and optimize user experience using real-time insights into the data.
Web Analytics and Operational Intelligence
Whether it is structured or unstructured data, Splunk can mash it up with other business data for complete real-time visibility and Operational Intelligence. From your customer behavior and usage statistics to security readiness and operational analytics, Splunk makes data accessible, usable and valuable and provides new levels of visibility and insight for IT and the business. Monitor the success of new online services in real time, reconcile third-party service provider fees against actual use, find your heaviest users and heaviest abusers and more using Splunk. Machine generated data captures virtually every behavior, so the possibilities are game changing. With Splunk you can get this intelligence dramatically faster—measured in just hours or days instead of many months. The following unique capabilities of Splunk are fundamental to harnessing your clickstream and machine generated data:
events in real time as they occur across your online
looking for anywhere in your environment quickly and
easily. Search across billions of events in seconds on a
single commodity server. Splunk scales to the largest of
statistics and metrics about nearly any aspect of behavior.
Custom dashboards help you to analyze the behavior of
your customers, users, transactions, applications, web
servers, app servers and networks.
generated data so you can focus on what’s important. Here are
but a few examples of how customers are using Splunk to gain
unprecedented visibility and insight for your organization.
Optimizing User Experience
Many organizations spend a tremendous amount of money and resources in acquiring customers and retaining customers through marketing campaigns. Data-driven organizations have realized the importance of providing a consistent and compelling user experience that engages customers and enables them to take action on a given website. Splunk lets you analyze data in real-time at the user and session level and create customer segments on the fly. Understand specific online shopping patterns, quickly find problems with e-commerce sites, correlate poor customer experience and lost revenue to network latencies and find out why consumers are dropping off the site before revenue-generating advertisements are served. A number of customers also use Splunk to monitor product changes in realtime— both for removing bottlenecks in the user experience and to identify opportunities for incremental revenue.
To find out more about how Splunk can implement a solution for you give us a call 1-800-285-5179!