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 2

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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 4

Web Data Capture 101

Digital Intelligence Components Customer/Product (Web) AnalyFcs Mobile AnalyFcs Social Media AnalyFcs Big Data AnalyFcs 6

Data Capture OpFons! Web server logging! Javascript tagging! Packet sniffing! Stream recording Combine Client and Server Side data 7

What Does Server Side Capture Provide?! No tagging! Captures Bot/Spider traffic! File downloads! Page errors! Mobile user acfvity 8

Use Cases for Server Side Data Use Case Download based business Intranet AnalyFcs Site performance analyfcs Business Value Improve conversion on file downloads Increasing employee producfvity through intranet usage analyfcs Reduce site speed resulfng in higher conversion 9

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 10

Use Cases for Client Side Data Use Case User behavior analyfcs Online monefzafon Campaign/PromoFon AnalyFcs Business Value Improve user experience, drive higher conversions Improve higher monefzafon of products, services Improve effecfveness of markefng spend & promofons 11

Combining client and server side data provides unique insights 12

In- house Client Side Capture

In- house Client Side Capture 14

Demo 15

In- house Client Side Capture For Detail and Code Samples: Client Side Splunk 16

Tag Management Systems

Why Tag Management? Visitor Retargeting Voice of Customer A/B Testing Ad Networks Affiliate Marketing Visitor Remarketing Analytics Social Marketing Search Engine Marketing Chat Banner Ads Personalization Email Marketing Marketing Automation Lead Nurturing Tealium, Inc. 18

TradiFonal Tagging Tealium, Inc. The Tealium SoluFon Tealium Tag Management 19 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

Advantages of Tag Management! Data StandardizaFon! Tag Control! MarkeFng Agility! Site Performance! Community! Privacy! Mobile App Tracking 20

Tealium & Splunk 1 Data Layer of the web Explore Analyze Visualize Dashboards Share 3 Start exploring, analyzing digital data in Splunk SPLUNK> Tealium, Inc. 21 Hosted on AWS 2 Splunk S3 Add- on ingests data to Splunk index

Use Case: Lincoln Financial Group

Lincoln Financial Group! 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 23

Splunk + Tealium Bridging the gap between machine data and tag data! 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 24

Splunk + Tealium @ LFG Use Case CorrelaKng data between internal and external sources! 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 25

Splunk + Tealium @ LFG = AWESOME How we did it?! 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 26

Summary

Summary! Digital Intelligence provides 360 0 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 28

Next Steps 1 2 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! 3 Come visit us at the DI booth Level 3 Come to the IoT Pavilion on Level 4 29

Panel Discussion

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