Domino's selects Splunk solution to drive marketing decisions

Oct. 22, 2013

Splunk Inc., provider of a software platform for real-time operational intelligence, today announced that Domino's Pizza is using Splunk Enterprise to help strengthen its online business.

According to a news release, Domino's originally selected Splunk Enterprise to resolve IT issues by collecting, indexing and monitoring machine data. The company reported a savings of more than $300,000 by replacing its legacy technology. Domino's has since expanded the platform across its system of more than 10,000 stores.

"In business and marketing, we have just begun scratching the surface of how we can use Splunk Enterprise to make better decisions. Comparing coupons, for example, already has vastly improved the effectiveness of those campaigns," Russell Turner, manager of site reliability engineering, Domino's, said in the release. "Splunk software cut our mean time to resolution from hours or days to minutes and seconds, which frees up our IT and engineering teams to spend more time dreaming up new ways to use Splunk. In fact, if we unleashed all the business insights we now have access to with Splunk, we would be inundated with company requests for information. It really is our secret sauce."

Domino's IT teams use Splunk Enterprise to resolve network, Internet connection or payment process issues. The company also uses the platform to mine data about business sales trends, transactions, specific orders and coupon use.

Domino's said it will use these business insights for marketing strategies. For example, the IT team can now track and create marketing reports about what types of devices — iPhones, Androids or Kindle Fires — are being used to place orders.

Splunk Enterprise also gives Domino's marketing teams a way to analyze the effectiveness of promotional campaigns and can compare various percent-off coupons. If one is more effective than the other, Domino's can make the proper online adjustments.

"Domino's exemplifies how companies are transforming their business experiences into deeply digital ones that make use of all the valuable data that exists in so many different areas across organizations," said Vishal Rao, VP of the Americas, Splunk.

Read more about systems and technology.

Topics: Domino's Pizza , Marketing / Branding / Promotion , Operations Management , Systems / Technology

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