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Elastic{ON} 2018 - Marketing Can Kibana

Elastic Co
March 01, 2018

Elastic{ON} 2018 - Marketing Can Kibana

Elastic Co

March 01, 2018
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  1. Elastic
    February 28, 2018
    Marketing Can Kibana
    Renuka Gough, Content Architect
    Katrina Odfina, Demand Generation Associate
    Haley Eshagh, Content Architect

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  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?

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  3. IT’S NOT JUST ABOUT
    DOGFOODING ...

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  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

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  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

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  6. Ingesting data
    Elastic Marketing partners with our Infra team

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  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

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  8. 8
    Twitter
    Kibana
    Dashboard
    We started with the
    simple bits...

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  9. 9
    What hashtags are trending alongside Elastic{ON}?

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  10. 10
    Analyzing Time
    Series Data
    Then we dove into
    more complex
    visualizations...

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  11. 11
    Product Popularity
    Analyzing
    Trends

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  12. 12
    This is a
    sample image
    Two Popular Tweets
    The Influencers

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  13. 13
    Goals &
    Planning
    And, of course,
    measuring our
    performance...

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  14. 14
    Webinar
    Retweets
    Gauge
    Visualization
    Measuring Against Goals

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  15. 15
    • Heatmap
    • Two filters
    Elastic Webinar Tweets vs.
    Their Retweets
    Tweets by Time of Day

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  16. 16
    • Green circles: our most active times
    • Blue circles: missed opportunities
    Elastic Webinar Tweets vs.
    Their Retweets
    Tweets by Time of Day

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  17. 17
    Monitoring the
    Landscape
    So what does the
    future hold for the
    Kibana-curious
    marketing folks?

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  18. 1
    8
    Maintain watch
    on brand
    strength

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  19. 1
    9
    Maintain watch
    on brand
    strength

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  20. 20
    This is a
    sample image
    Social Media Monitoring: Tweet Frequency

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  21. 21
    This is a
    sample image
    Social Media Monitoring: Tweet Frequency

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  22. 2
    2
    Identify the
    positive
    reactions….

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  23. 2
    3
    And the
    negative
    reactions to
    address...

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  24. • Twitter Engagement Data
    • Google Analytics Data
    • Fun with Canvas!
    What’s Next?
    2
    4

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  25. 25
    Need an image
    Hi,
    I’m Haley Eshagh

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  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

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  27. 27
    TABLES
    elastic.co/blog

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  28. 28
    TABLES
    elastic.co/blog

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  29. • How many blogs are we publishing in each category?
    • How are blogs published in that month performing?
    Initial Asks, Every Month
    29

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  30. { }
    Kibana lets you visualize data
    the way you want to.

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  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

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  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

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  33. 3
    3
    THIS WILL BE
    BLOG IMAGE

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  34. 3
    4
    THIS WILL BE
    BLOG IMAGE
    Markdown
    Post
    Pageview

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  35. 35
    TABLES
    Tables - Can I get some content about....

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  36. 36
    TABLES
    Tables - Can I get some content about....

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  37. 37
    OVER THE
    YEARS
    Frequency Charts - Looking for Gaps

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  38. 38
    OVER THE
    YEARS
    Frequency Charts - Looking for Gaps

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  39. 39
    OVER THE
    YEARS
    Frequency Charts - Looking for Gaps

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  40. 40
    OVER THE
    YEARS
    Frequency Charts - Looking for Gaps

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  41. 41
    URL
    Competitions
    Line Charts - Curious Bumps

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  42. 42
    Word Counts
    Word Count

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  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

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  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

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  45. 45
    Thank Yous
    Mark Walkom
    Tyler Langlois
    Russ Savage
    Issac Kelly

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  46. www.elastic.c
    o

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