Elastic{ON} 2018 - Marketing Can Kibana

Transcript

1. Elastic February 28, 2018 Marketing Can Kibana Renuka Gough, Content Architect Katrina Odfina, Demand Generation Associate Haley Eshagh, Content Architect
2. The Rundown 2 1 Why does the marketing team use Kibana? 2 Ingesting data with our infra team 3 Keeping a pulse on the community using Twitter data 4 Tracking our blog performance with custom dashboards 5 What’s next?
3. IT’S NOT JUST ABOUT DOGFOODING ...
4. • How many Tweets do we send a day on average? How are people talking about Elastic{ON} on Twitter? • Who are our top blog authors? • How frequently do we publish content with specific tags over a given period of time? It’s about opening up a whole new world of possibilities in making data-driven decisions 4
5. { } Individual platforms share insights, but they can be hard to display on one page and/or require you to download spreadsheets worth of data to parse through
6. Ingesting data Elastic Marketing partners with our Infra team
7. 7 input { twitter { keywords => ['Elasticsearch', 'elastic search', 'Logstash', 'Kibana', 'packetbeat', 'elasticbeats', 'filebeat', 'auditbeat', 'elastic apm', 'elasticapm', 'opbeat', 'swiftype', 'elasticxpack', 'elastic stack', 'elk stack', 'elasticon'] type => "twitter" } } A snippet of our pipeline Ingesting Twitter Data
8. 8 Twitter Kibana Dashboard We started with the simple bits...
9. 9 What hashtags are trending alongside Elastic{ON}?
10. 10 Analyzing Time Series Data Then we dove into more complex visualizations...
11. 11 Product Popularity Analyzing Trends
12. 12 This is a sample image Two Popular Tweets The Influencers
13. 13 Goals & Planning And, of course, measuring our performance...
14. 14 Webinar Retweets Gauge Visualization Measuring Against Goals
15. 15 • Heatmap • Two filters Elastic Webinar Tweets vs. Their Retweets Tweets by Time of Day
16. 16 • Green circles: our most active times • Blue circles: missed opportunities Elastic Webinar Tweets vs. Their Retweets Tweets by Time of Day
17. 17 Monitoring the Landscape So what does the future hold for the Kibana-curious marketing folks?
18. 1 8 Maintain watch on brand strength
19. 1 9 Maintain watch on brand strength
20. 20 This is a sample image Social Media Monitoring: Tweet Frequency
21. 21 This is a sample image Social Media Monitoring: Tweet Frequency
22. 2 2 Identify the positive reactions….
23. 2 3 And the negative reactions to address...
24. • Twitter Engagement Data • Google Analytics Data • Fun with Canvas! What’s Next? 2 4
25. 25 Need an image Hi, I’m Haley Eshagh
26. • Streamline management of and reporting on existing content on the blog. • Inform what content we publish next and when we publish it. Using the Elastic Stack to... 26
27. 27 TABLES elastic.co/blog
28. 28 TABLES elastic.co/blog
29. • How many blogs are we publishing in each category? • How are blogs published in that month performing? Initial Asks, Every Month 29
30. { } Kibana lets you visualize data the way you want to.
31. 31 • No infrastructure worry • Easy to deploy and secure • Easy to upgrade, activate features I want • Approachable ingest option This is a sample image Hosted Elasticsearch & Kibana from Elastic Elastic Cloud
32. 32 • Contentstack - our content management system (CMS) for elastic.co • Google Analytics • 2 main indices This is a sample image Pulls from two data sources today Our Setup
33. 3 3 THIS WILL BE BLOG IMAGE
34. 3 4 THIS WILL BE BLOG IMAGE Markdown Post Pageview
35. 35 TABLES Tables - Can I get some content about....
36. 36 TABLES Tables - Can I get some content about....
37. 37 OVER THE YEARS Frequency Charts - Looking for Gaps
38. 38 OVER THE YEARS Frequency Charts - Looking for Gaps
39. 39 OVER THE YEARS Frequency Charts - Looking for Gaps
40. 40 OVER THE YEARS Frequency Charts - Looking for Gaps
41. 41 URL Competitions Line Charts - Curious Bumps
42. 42 Word Counts Word Count
43. 43 • Minimized manual work, individual lookups • Get to more interesting questions • Opened the data to more audiences • Improve processes, inform content strategy This is a sample image Happy campers all around The Results So Far
44. 44 • Additional Google Analytics metrics • Dashboards for localized blog content • Alerts and automated reports • X-collaboration with Twitter dashboard This is a sample image We’re just getting warmed up... Going Forward
45. 45 Thank Yous Mark Walkom Tyler Langlois Russ Savage Issac Kelly
46. www.elastic.c o