It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Domino's Pizza has announced that it is using Splunk Enterprise to help boost its online and mobile sales business, through the analysis of operational and sales data.
The takeaway company originally selected the software analytics tool to resolve IT issues by collecting, indexing and monitoring machine data. Problems that it has identified include improving latency, issues with internet connections, and payment processing issues across stores.
It has said that this has resulted in upfront savings of more than US$300,000 (£186,000).
Beyond traditional IT operations, Domino's is using the tool to visualise business sales trends across geographical locations, such as orders per minute, numbers of transactions per store, what types of pizza customers order, and what coupons they are using to do so.
The IT team is also now able to track and create marketing reports about what types of devices - such as iPhones or Android phones - are being used to place orders. Domino's hopes that with this information it can better determine where and when it can run promotional campaigns.
Splunk will also be used to analyse the success of promotional campaigns, as well as one-off promotions in real-time. If one coupon is more effective than another, Domino's should be able to make adjustments to its online promotions in real-time.
"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," said Russell Turner, manager of site reliability engineering, Domino's.
"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."
He added: "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."