Trade Me delves into big data
Wednesday September 17 2014
The internet auction website is making use of business analytics to enhance its customer experience
Trade Me, an online marketplace and classified advertising platform in New Zealand, has rolled out Splunk Enterprise software to help its teams analyse data across the company’s various digital channels.
Machine data insight
Splunk enables Trade Me to gain business insights from the machine data produced by 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,” said Matt van Deventer, head of infrastructure at Trade Me.
New revenue opportunities
“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. As a result, it has helped us see new revenue generating opportunities.”
Originally a Splunk customer for IT infrastructure monitoring, Trade Me has expanded its use of Splunk software to analyse clickstream, mobile and business data across its many websites, mobile apps and relational databases to gain insights into customer journeys, preferences and bidding actions.
Insights are analysed in real time to show the implications of new site features, photos, listings or marketing campaigns. Recently, Trade Me correlated a large inbound volume of job applications to the timing of a television commercial promoting its Trade Me Jobs website, proving the value of that particular advertising campaign.
The company also uses Splunk Enterprise to improve the customer experience by quickly identifying the source of any errors or issues and resolving them before site visitors are impacted.