Domino's Pizza deploys Splunk to drive online and mobile sales

The takeaway pizza company has already achieved US$300,000 worth of savings from its analysis of operational and sales data

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."

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in