Trade Me: Using Splunk for Multi-channel Analytics

From one side of the globe to the other, I continue to be impressed with the innovation and success of Splunk customers. In my last post, we discussed the success of UK retailer John Lewis and today we’re headed over to New Zealand to check out the innovation of online marketplace and classified ad site Trade Me.

Like many Splunk customers, Trade Me initially downloaded Splunk to address IT operations challenges (covered in detail in our Trade Me case study). As the company found success with Splunk, the Trade Me team realized that correlating clickstream data with structured data could uncover new business insights.

By mashing up clickstream and mobile data with structured data from relational databases, Trade Me …

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Retail Success at John Lewis

Since I joined Splunk a few months ago, I’ve had the opportunity to hear about some amazing things customers are doing with Splunk. During those conversations, I’ve noticed that most of our customers have a similar experience – they download Splunk to solve a specific issue, but quickly find out it can do so much more.

John Lewis is a prime example. In a recent press release, we announced how this UK retailer is using Splunk Enterprise to support the operations of a website that generates over 1 billion pounds in sales per year. The company initially downloaded Splunk to solve a single problem. In this case, John Lewis was trying to identify and resolve an extremely arcane technical …

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Still using 3rd party web analytics providers? Build your own using Splunk!

Why Build Your Own (BYO) Client-Side Analytics?

There are many 3rd party web analytics providers such as Google Analytics and Omniture SiteCatalyst. However, with the flexibility of Splunk as general purpose analytics tool, many site owners opt to build their own client-side analytics powered by Splunk. Last month we talked about how jQuery Foundation had their conference website leverage Splunk to collect & analyze all client-side events.

Compared to off-the-shelf web analytics tools, building your own client-side analytics gives you significant advantages:

  • Avoid giving away your users’ data to 3rd party providers
  • Own the complete raw client-side data (as opposed to an aggregation or a sampling), and access it securely – and for free
  • Unlimited tracking and customization: no collection
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Splunking jQuery Conference: drive user experience online and on site!

jQuery Portland 2013 Conference

Last June, jQuery Foundation held their conference in beautiful Portland, Oregon. As a Diamond Sponsor, we wanted to build something that would be beneficial to the jQuery community part of our Splunk4Good initiatives. What’s better than Splunking the entire conference?

To see the end result, check out this interactive infographic showcasing Splunk-powered web analytics applied to the conference website. The complete Splunk dashboard can be found here.

The goal is to capture client-side data (e.g. pageviews, link/button clicks, hovers), and build powerful analytics & visualizations in order to tackle the following business questions:

  1. Which topics are visitors most interested in?
  2. What are the top traffic sources for visitors who purchase tickets?
  3. How are visitors interacting with the site, including
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Introducing Weblog Add-on

Another exciting day at Splunk and another great product release!  I am thrilled to announce the release of Weblog Add-on.  During .conf2011, we announced beta release of Splunk App for Web Intelligence.  We learned quite a bit from this beta release. After over 7500 downloads of the Web Intelligence beta App, we decided to close the beta and work on a product that closely aligns to the customer needs.  Weblog Add-on has couple of key features:

1) Field Extraction: Easy to map fields from Apache or IIS weblogs.  This includes both standard fields and ability to create and map custom fields.  No need to write code in configuration files to map fields.

2) Event-Type Library: Making event-types from Web Intelligence …

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Client-Side Splunk!

Many of our customers use Splunk to analyze their Web traffic simply by indexing their apache or IIS server logs.  Those logs are useful, but in many cases they only provide half the picture.  This blog shows how you can send both server-side and client-side data to Splunk and have the best of both worlds.

What is server-side and client-side? Let’s say you’re reading this on  You’ve loaded this page and that action has been recorded in the apache server log, also known as server-side.  However, there are some interactions you can have with this page that won’t show up in the logs.  For example, you could “mouse over” the list of categories on the right nav or …

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Simplifying Big Data Analytics

Most analytics and data projects have started thinking of investing in big data initiatives.  With so much buzz about big data, organizations have started investing or are thinking of investing in Hadoop While it is great to stay on top of trends, it often ends up being another investment where the full benefit and potential is simply not realized. The learning curve is too steep and the time to implement too high. Current analytics resources lack the strong programming skills required to conduct even simple analysis tasks and activities using Hadoop. In this post, I would like to focus on providing a better understanding of what types of analysis are better suited for Hadoop vs. non-Hadoop technologies in order to simplify …

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Analytics Staffing for Big Data: A Perspective

Couple of weeks ago, we talked about the need to appropriately invest in people, when you invest in technology.  I wanted to continue the discussion and focus on the new area of “Big Data” – more specifically the analyst who works on big data – the “Data Scientist” and the data analyst.

I love the term “data scientist”.  It has finally made the data junkie’s job title more glamorous.  It has given both name and fame to the role.  Well everyone is talking about “big data”.  Many organizations think  hiring a data scientist is requirement for solving all “big data” problems and the only analyst required with a big data problem are data scientist. If you have invested in …

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Big Data Thoughts…

It happens to me quite a bit that I hear a song and then it keeps playing in my head.  My 4 year old is notorious for singing the same song over and over and then I find myself humming during my long train ride to work.

Sometimes, it happens at work – you hear a thing and you keep hearing about the same thing in almost every conversation.  I am sure you have had those times too.  A number of you will have had days or weeks when you have had some discussion on “big data”.

For the last three weeks, I have had number of conversations on the topic of big data.  Strata, eMetrics and …

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Beyond Web Analytics…

On February 10, Forrester Research published research titled “Welcome to the Era of Digital Intelligence”.  Joe Stanhope and the crew at Forrester have done a fantastic job at laying out the current challenges in the web analytics space and laying out a framework for Digital Intelligence.  I couldn’t agree more.

Forrester is redefining web analytics as “Digital Intelligence”.  According to Forrester, Digital Intelligence is:

“The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies.”

What this means to the analytics industry is quite interesting.  Web Analytics solutions that have provided clickstream reports and some level of segmentation are …

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