As a market leader and company that has just made a more than $1-billion acquisition, Splunk Inc. should be better known than it is. To change its low profile and strengthen its brand, the big data analytics company has been working with a new chief marketing officer and investing in a campaign to showcase the great potential of data and how it can be tied to everything.

“The reality is that we are bringing data to way more than just security and IT operations, which has been our core use cases forever and will continue to be,” said Carrie Palin (pictured), chief marketing officer of Splunk. “But people that are not incredibly data literate are, through Splunk, bringing data to everything and solving some big, gnarly issues in the world.”

Palin spoke with John Furrier (@furrier), host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during the Splunk .conf19 event in Las Vegas. They discussed how Splunk is repositioning its brand (see the full interview with transcript here). (* Disclosure below.)

Enabling better business outcomes

Splunk wants to take its brand to the next level by making the world understand what data use cases are out there, according to Palin, who joined the company nine months ago to set the brand agenda. “The use cases are so broad and so vast that we believe that almost every problem ultimately can be solved through data.”

With the new Splunk Data-to-Everything Platform, the company enables customers to bring data to every decision to create better outcomes, according to Palin.

“Like to help global law enforcement get ahead of human trafficking through Splunk … and to help fire fighters figure out burn patterns with wildfires,” she said. “It’s remarkable what people are doing with data today.”

But setting a brand agenda is not always easy. The challenge here has been how to tell the story of a company that solves use cases across multiple industries. Many debates within the company have tried to address this aspect.

“We believe there will ultimately be a data platform of platforms, and we believe Splunk is that platform,” Palin stated.

At a new brand unveiling event last month, Splunk called President Obama to talk about the use of data.

“We wanted somebody that really brought to life the whole notion that you can bring data to everything,” she said. “And President Obama was the first that actually used data in his campaign strategy, the first president to appoint a chief data scientist to the White House. He’s actually exceptionally geeky and very data driven. It was wonderful.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of the Splunk .conf19 event. (* Disclosure: TheCUBE is a paid media partner for Splunk .conf19. Neither Splunk Inc., the sponsor for theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE