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Copyright © 2013 Splunk Inc.
I Know What You Do! Chulhyun Cho eCommerce Dev. Team Leader, CJ O Shopping
Agenda
! CJ O Shopping ! Our Challenges ! Why Splunk ! Values from Splunk ! Use Case of Splunk ! Our Future with Splunk ! Summary
CJ O Shopping
CJ O Shopping
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! “We are No. 1 home shopping channel in Korea” – TV shopping – Internet shopping – CJmall – Mobile shopping – Mobile CJmall – Catalog shopping – Social market – O’Clock
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CJ O Shopping’s Value ProposiSons
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ON-LINE/ON-AIR OMNIPRESENT OPENNESS ONLY ONE OPTIMUM OH!
We offer real-‐Sme shopping opportuniSes, whenever customers need
We are easy to reach by the customers through mulSple access points (internet, TV, catalog etc.)
We offer converged contents and universality of the access
We offer opSmized selecSon for each individual customer
We ensure for customers to have memorable and fascinaSng shopping experience
We offer exclusive brands and service to customers, which other compeStors cannot provide
Chulhyun Cho
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• Present : e-‐Dev. Team Leader – More 15 years – Developer – Project Manager
• eCommerce Dev. Team – Web : Java, php, Python, .Net – Mobile App : iOS, Android – Smart TV App : Samsung Smart TV
Our Challenges
Background
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Need new log analysis system Our problems
! We already have ! Expanded new biz ! Have no Sme ! New log analysis system
! Ever used RDBMS ! Pay a lot of money ! Wait too long Sme
Approach
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New analysis system Easy
Convenience Short development period
Why Splunk
We Have Three OpSons
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NoSQL Splunk Hadoop
What is the Best?
ConsideraSons
Easy of Development Development Period
Easy of Deployment Cost
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Except Hadoop
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We don’t know what to do – No one can help us
Development Period
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Splunk NoSQL
POC 1 Week 3 Months
Project 3 Months less More than 6 Months
Beher
Easy of Deployment
Splunk NoSQL
Deploy Immediate TradiSonal
Beher
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Easy of Development
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Splunk NoSQL
Pros Like a search Embed tool Documents
None
Cons Learning Learning
Beher
Development Process Splunk> NoSQL
Requirement analysis phase
Real demo prototype Documents
Design phase Real app Drawing screen prototype
Development phase Real app WaiSng
TesSng phase Data verificaSon Real app
Beher
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Cost
Splunk NoSQL
POC Everything is include Need money for POC
Project License fee Small size project Middle size project
Beher
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Budget ! We already spent almost budget ! Need to get approval for addiSon budget ! Suggest way to reduce the cost for maintaining SMS ! Splunk> already have SMS ! So, We decided to subsStute SMS by Splunk
! Finally, Splunk wins
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Values from Splunk
Expanded Splunk Project ! Track and analyze customers acSvity in real-‐Sme ! End-‐user don’t know it’s available ! Understand and control (Guide…) customers ! Understand customers desires from their shopping habits
Customer’s ac6vity and desires
analysis
Real-‐6me Marke6ng Long-‐tail Marke6ng Revenue UP,
New Biz-‐model
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Simple Sooware Architecture One shot, three birds
Splunk
gSmartTrend
Web Log SMS / NMS Mobile Log Develop
GAION App
Live Log of CJ O Shopping
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Simple FuncSons Stack Live Log
Basic Analysis Deep Analysis RT Marke6ng
Push Server
Repor6ng
Customer Analysis
Contents Analysis
Page Analysis
Traffic Analysis
System analyis
Scenario Analysis
Transac6on Analysis
ClickZone Analysis
Micro Segmenta6on Service Monitoring
Customer Monitoring
Campaign Monitoring
System Monitoring
eMail, SMS, Pop-‐Up
Product recommend, DC
Campaign Result
Real-‐6me Report
Daily/Weekly/Monthly
System Monitoring
Rela6onal Analysis
gSmartTrend Module
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Use Case of Splunk
Select and ConcentraSon
• Real Sme dashboard • Mobile log collecSon • Customer’s acSvity tracking
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Real-‐Sme Dashboard
! Why real Sme? – We focused ROI – ROI is low, we have to change contents
! Which data? – Brand deals’ ranking – Special deals’ ranking – Product ranking
! What are we doing? – Changing deals
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Mobile Log CollecSon
! Why mobile log? – Mobile is our new business domain – Need analySc system for mobile app/web
! Which data? – Mobile log
! What are we doing? – Analysis acSvity in mobile app/web – Improve UI/UX
Customer’s AcSvity Tracking
! Why customer’s acSvity? – We are developing personalized service in WEB and Mobile
! Which data? – Customer’s interesSng category, item, deals – Customer’s response
! What are we doing? – Offer right contents – Right Sme – Right device
Real-‐Sme Dashboard
• Real Sme traffic • Deals’ ranking • Product’s ranking
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Real-‐Sme Traffic • Real Sme • Page view • Unique visitor • Login user
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Real-‐Sme Traffic • Daily report • Page view • Unique visitor • Login user
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Real-‐Sme Traffic • Hourly report • Page view • Unique visitor • Login user
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Deal’s Ranking • Page view • Sales amount • Unique visitor • Login user • Sales informaSon
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Deal’s Ranking • Page view of deals • Page view of product connected with deal
• Customers characters
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Deal’s Ranking • List of deal connected with this deal
• List of product connected with this deal
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Product’s Ranking • Page view • Sales amount • Unique visitor • Login user • Sales informaSon
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Product’s Ranking • Product name • Page view • Sales amount • Customer’s character
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Mobile Log
Real Sme traffic Deals’ ranking Product’s ranking
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Mobile App • From flurry • App’s acSvity
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Device Info • Mobile browser • Page view • Unique visitor • Sales amount
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Device Info • Mobile OS • Page view • Unique visitor • Sales amount
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Mobile Deals • Product’s ranking • Page view • Used OS • Sales amount
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Mobile Dashboard • Product’s list • Time chart by OS • Sales amount • Customer’s character
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Mobile Real-‐Sme • Page view • Unique visitor • Deal’s ranking • Product’s ranking • Ranking of sales amount
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Service Quality • Mobile App status • Running Smes • Running Sme by OS • Sync status
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Service Quality • Payment status • Payment progress • Credit cart type • Payment type
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Service Quality • ExecuSon Sme
• ExecuSon Sme by page • Debugging or improve
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Business Audit
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Business Audit
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Customer’s AcSvity Tracking
InformaSon by customer RouSng path InteresSng Response
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InformaSon • Customer’s page view
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InformaSon • Extract customer list for target markeSng
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RouSng Path • Inbound from other website
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RouSng Path • Inbound from search engine
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InteresSng • Product • Deals • Purchased product • Shopping cart • Wish list
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Response • Customer’s character • Time chart by email
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Response • Main page • Click tracking
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Response • Main page • Click tracking
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Our Future with Splunk
Our Next Plan We plan to develop core business applicaSon on Splunk
Splunk as Data Hub
Business applica6on - Can we change Oracle
DBMS? - Apply for core business
- Mobile plauorm
DW plaMorm Development suppor6ng IMC
(Integrated MarkeSng CommunicaSon)
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The First Step
! Pivot and data model ! PredicSve ! Web framework
! Try to change reporSng to Splunk
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Ready for Splunk Enterprise 6 -‐ Deals
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Ready for Splunk Enterprise 6 -‐ Deals
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Ready for Splunk Enterprise 6 -‐ RT Traffic
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Ready for Splunk Enterprise 6 -‐ Traffic
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Ready for Splunk Enterprise 6 -‐ Customers
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Summary
Summary • Splunk is very powerful and well made soluSons • But, in first we are struggle to know details of business use case • If we could share other company’s know-‐how, we can reduce our trial-‐and
error • Efforts • Yet, I think CJ O shopping is lucky doing project with Splunk • Thanks to Splunk Korea, MOS and GAION
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Next Steps
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