Domino’s Pizza transforms E-Commerce

“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. 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.”

Using Splunk Enterprise, Domino’s IT teams routinely resolve issues including quickly identifying and fixing network bandwidth and latency, Internet connection or payment processing issues across stores. Beyond traditional IT operations, Domino’s uses Splunk Enterprise to visualise business sales trends across geographical locations such as orders per minute, numbers of transactions per store, what types of pizza and other food items customers order and what coupons they may be using to do so.

Initially, the company is using its newfound business insights to make more precise marketing decisions. For instance, the IT team can track and create marketing reports about what types of devices – whether iPhones, Androids or Kindle Fires – are being used to place orders. With this knowledge, Domino’s can better determine where and when it may be more lucrative to run promotional campaigns. Splunk Enterprise also gives Domino’s marketing teams a way to analyze the success of promotional campaigns as well as one-off promotions in real time. For instance, the team can now compare the effectiveness of various percent-off coupons. If one is more effective than the other, Domino’s can quickly make the proper online adjustments.

“From IT to business and marketing teams, Domino’s is realizing the value delivered when machine data from across the enterprise is analysed and correlated in Splunk software to deliver operational intelligence,” said Vishal Rao, vice president of Americas, Splunk. “Domino’s and hundreds of our other retail customers use Splunk Enterprise to make real-time business decisions based on actual customer ordering actions and behaviors. 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.”