by CIO New Zealand

Trade Me ramps up ability to analyse customer data across digital channels

Sep 16, 20142 mins
Big DataBusiness IntelligenceE-commerce Services

Trade Me is now using Splunk Enterprise to analyse customer data from more than 70 million page impressions and 15 million mobile API calls per day.

“Splunk Enterprise tells us what is happening across the Trade Me platform and ensures our 3.5 million registered members can trust Trade Me for all types of commerce transactions,” Matt van Deventer, head of infrastructure, Trade Me, said in a statement.

Business analysts at Trade Me now use Splunk software daily to generate their own business insight reports out of massive volumes of formerly disparate data sets.

“These insights have led to improved customer experiences through the creation of new features, services and campaigns,” said Van Deventer.

Insights are analysed in real-time to show the implications of new site features, photos, listings or marketing campaigns. Recently, the site linked a spike in inbound volume of job applications to the timing of a television commercial promoting its Trade Me Jobs website.

Trade Me originally used Splunk for IT infrastructure monitoring, and expanded its use of the software to analyse clickstream, mobile and business data across its websites, mobile apps and relational databases. This allows them to get information on customer preferences and bidding actions.

Trade Me is also using the software to improve the customer experience by identifying the source of any errors or issues and resolving them before site visitors are impacted.

“Trade Me has created a business culture that uses big data in real time to improve the bottom line,” said Dan Miller, country manager, Australia and New Zealand, Splunk. “It has discovered the valuable role business analytics should play in multi-channel environments that produce massive volumes of data sets from both new and traditional sources.”

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