Splunk was founded to pursue a disruptive new vision: make machine data accessible, usable and valuable to everyone. Machine data is one of the fastest growing and most pervasive segments of "big data"—generated by websites, applications, servers, networks, mobile devices and all the sensors and RFID assets that produce data every second of every day. By monitoring and analyzing everything from customer clickstreams and transactions to network activity and call records—and more—Splunk turns machine data into valuable insights no matter what business you're in. It's what we call operational intelligence.


Once viewed as information of interest only to marketing organizations for periodic trend reporting, the data generated by web-facing properties is now being used by more organizations for valuable operational and strategic insights, and specifically to improve the user experience. Measuring web traffic trends such as visitors, visits, page views, etc., is only a small part of site optimization.

Optimization of user experience requires a deep understanding of all user interactions on the site, sometimes at a session level. 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. Splunk's strengths of scalability, unlimited segmentation and its ability to drill from dashboard to the session-level data to provide real-time insights into the data can help solve your web intelligence challenges. Splunk requires no instrumentation and works as far back as you have logs, enabling you to pivot on the data in any way you want (compared to schema-based approaches), and provides full, audit-able drill-down to the original events. Understand specific online shopping patterns, quickly find problems with e-commerce sites, correlate poor customer experience and lost revenue to network latencies, find out why consumers are dropping off the site before revenue-generating advertisements are served.The list goes on. Splunk gives you the means to get the answers you need in real time, even for sites generating terabytes of data a day.

Key Performance is using Splunk to combine data from different sources for correlation, root cause analysis and integrated reporting. If you are interested in finding out how Splunk can help you to find you way through huge amounts of data, please don't hesitate to let us know or visit their website to find out more or download a free version of the product.

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