Many of us would never dream of forgetting our coffee on our daily rush to work in the morning. Sometimes, though, we may be forced to forgo our beloved cup of joe due to the long line of fellow coffee enthusiasts. Dunkin’ Donuts has been working to fix this exact issue with a new mobile app. This app now allows customers to order before arriving, saving time. Coffee lovers can choose which store they’re going to and even if they’re going to pick it up at the drive through or in-store.

Matt Kraft, architect of Retail and Mobile Technology at Dunkin’ Brands Group Inc., was interviewed by John Walls (@JohnWalls21) and John Furrier (@furrier), hosts of theCUBE, from the SiliconANGLE Media team, during Splunk.conf 2016, taking  place at the Walt Disney World Swan and Dolphin Resorts in Orlando, FL.

An accelerated journey

But while the app didn’t come into being overnight, it did follow a faster path than one might suppose. “Our journey was typical but accelerated. … We brought Splunk in because some of us had previous experience with it, and once we did, we made headway very quickly,” said Kraft.

And with the technology in place and running smoothly, Dunkin’ Donuts is better able to focus on using the data for more than just fixing java errors. “Before, we were more interested in how the app was working. … There was also too much data to sift through until Splunk,” added Kraft.

A thoughtful process for a new advertising landscape

Now the company can turn its focus to what customers are doing with the application, and as a result of the data, they are able to increase its efficiency. But it’s not just the data itself – it’s what they do with it that matters, emphasized Kraft.

Targeted marketing is much more effective, and customers now expect advertisements to be relevant to them. “It’s not a flat advertising landscape anymore,” Kraft said. “Splunk is a great tool, but we also need a thoughtful process.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Splunk.conf 2016.

Photo by SiliconANGLE