Martech Pioneer Embraces Advanced Analytics to Improve Predictability and Service

End-to-end visibility benefits IT and business operations in multiple ways

However, log management is only part of the story. A real surprise came after Rokt discovered to what extent it could take advantage of the Splunk software. “We never imagined we could achieve so much with Splunk,” says Vermeulen. “By delivering end-to-end visibility across our IT infrastructure, Splunk provides unprecedented benefits for both technical and business users.”

Firstly, it enables engineers to proactively monitor the operational health of critical IT and business services, prioritize problem resolutions and enable analytics-driven IT on-premises and in the cloud. Secondly, it allows business users to trace consumer behaviors through real-time visibility and historical analytics on user-friendly dashboards. Thirdly, it enables Rokt to monitor online interconnections with e-commerce partners in real time and take immediate corrective actions before any technical problems arise.

Moreover, the DevOps team has derived maximum benefits from Splunk software. From application development, testing to production monitoring, Splunk offers real-time insights across all stages of the delivery lifecycle, which enables the team to seamlessly move from concept to production and achieve more efficient application delivery.

“Splunk facilitates application testing, as we can easily trace security problems through real-time analysis and alerts to make sure the applications we develop are free of glitches and bugs. It also helps developers troubleshoot applications, detect issues and review application performance,” says Vermeulen. “What’s more, we’re able to correlate business metrics with code changes to gain new business insights.”

Preventing fraud and grasping future opportunities

According to Vermeulen, another game-changing feature of Splunk Enterprise is predictive analytics. “We can generate statistical reports and dashboards at our fingertips and easily spot anomalous events in data,” says Vermeulen. “We also predict future activity from the patterns and correlations in the events happening on partners’ websites, while sending alerts based on thresholds and enabling ‘what-if’ scenario analysis.”

Using Splunk dashboards, Rokt also takes proactive steps to analyze changes in consumer behaviors and traffic shifts on partners’ websites around the clock, thus gaining smarter insights to enable it to act and generate stronger outcomes. "It is a key capability in today’s highly competitive business environment,” Vermeulen adds.

Paving the road to a sustainable future

Splunk is laying the groundwork for Rokt to embed analytics into every function and deliver value to other business areas, creating a truly insight-driven and increasingly scalable organization.

“Meanwhile we’re exploring new possibilities with Splunk Enterprise, such as expanding the use of the software to our production environment and quality assurance processes. Splunk will continue to help us prepare for future growth and challenges, while getting ahead and staying ahead of the curve,” Vermeulen concludes.