Why you shouldn’t restrict Splunk log analysis to IT

Splunk Log Analysis

Splunk is the most popular software to analyse machine-generated data. The IT community is quite fan of Splunk, but business users see it as a complex technical platform. In other words: not for them.

As a result, businesses are ignoring a great deal of opportunities. The type of insights companies can get out of Splunk could improve sales and marketing results.

Machine data, the fastest growing segment of big data

If you’re not familiarized with the term “machine-generated data”, it comprises data from websites, servers, mobile devices, applications and networks.

It is normally used by IT to monitor security threats and infrastructure performance, but it can also offer insights on how to improve customer experience.

Think about customer’s failed transactions, smartphones location records, abandoned shopping baskets, credit-card purchases, etc.. All of these are examples of machine-generated data from which you could extract insights.

How exactly do you convert machine data into better results? Here are three examples.

Improve your product

Companies can use machine data analysis to understand what customers want. In the past, Splunk has shared two use cases. The first was Cricket Communications. They used Splunk to improve their stream music service, Deezer. Machine-generated data helped Cricket determine what songs were more popular and should be added to Deezer catalogue.

Another example is a coffee company that used data from their mobile app to understand what coffee varieties were the most ordered. They then filtered the data by different times of the day and by different user profiles to improve their offer.

Improve customer experience

John Lewis, a retail organization, used Splunk to extract insights on how customers were navigating through the site. This unveiled a series of changes and optimizations that improve navigation and created a better customer experience. Customers could now find items and move to check out faster than before.

Drive sales

The same retail company used Splunk during Christmas time to understand what were the busiest sections of the website. Marketing and operations team could than make decisions in real time on when and where to promote their products and campaigns.

The most famous use case for Splunk software is Domino’s, the well known pizza restaurant. With insights like orders per minute, customers’ orders, coupons statistics, geo-location and so on, Dominos is able to track promotions, sales trends and customers’ behavior.

Domino’s is refining its coupons offer practically in real-time to drive higher conversions according with their customers’ preferences.

Final thoughts

All the examples mentioned above were the result of straight collaboration between business and IT. The more people have access to data; the more innovative ways surge on how to extract insights from machine-generated data that will drive growth.

If you know Splunk, you are probably thinking “That’s nice, but learning to query on Splunk takes quite some time”. You’re right. To query data on Splunk users need to learn SPL (Search Processing Language) and even when you are already familiar with it you can take some hours to research syntax.

To work around that problem, you can use Wizdee. It is add-on to Splunk that allows you to analyse data by typing everyday language queries. Wizdee automatically translates the natural language query into SPL and presents results. This way anyone can get answers from Splunk.

Empowering people with insights from their data in real time will make your company more nimble, agile, and responsive.

Check the video below to see how Wizdee works with Splunk or click here to know more.


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