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Copyright	
  ©	
  2015	
  Splunk	
  Inc.	
  
Magnus	
  Johansson	
  
Splunk	
  Ninja	
  @	
  IKEA	
  
IKEA’s	
  journey	
  to	
  end-­‐to-­‐end	
  visibility:	
  	
  
From	
  e-­‐commerce	
  to	
  security	
  
2	
  
Personal	
  introducLon	
  
!   Magnus	
  Johansson	
  	
  
!   Splunk	
  Ninja	
  @	
  IKEA	
  
!   Worked	
  with	
  security	
  for	
  8	
  years	
  
!   Linux	
  geek	
  since	
  way	
  back	
  
!   Live	
  in	
  the	
  capital	
  of	
  IKEA	
  country,	
  Älmhult	
  
2	
  
3	
  
Agenda	
  
!   Why	
  did	
  we	
  exchange	
  the	
  current	
  SIEM	
  
!   Access	
  control	
  in	
  a	
  mulLtenancy	
  environment	
  
!   Splunk	
  part	
  of	
  our	
  technical	
  standard	
  
!   How	
  to	
  handle	
  unknown	
  syslog	
  feeds	
  
!   Security	
  posture	
  and	
  business	
  value	
  
!   Key	
  benefits	
  
3	
  
4	
  
IKEA	
  Journey	
  
4	
  
Legacy	
  	
  
SIEM	
  
New	
  SIEM	
  	
  
Requirements	
  
eCommerce	
  
IT	
  Ops	
  
Enterprise-­‐wide	
  
Security	
  	
  
More	
  than	
  
a	
  SIEM	
  
Copyright	
  ©	
  2015	
  Splunk	
  Inc.	
  
Why	
  did	
  we	
  exchange	
  the	
  
old	
  SIEM	
  
6	
  
Why	
  Did	
  We	
  Change	
  SIEM	
  
Legacy	
  SIEM	
   New	
  Requirements	
   Splunk	
  
Scalability	
   Expensive	
  @	
  200GB/day	
  	
  
Difficult	
  to	
  grow	
  	
  
needed	
  +10	
  TB/day	
  
✔	
  
User	
  #	
   Limited	
  user	
  support	
  (sec	
  team)	
   1,000s	
   ✔	
  
Role-­‐based	
  
Access	
  
Single	
  view/control	
  of	
  data	
   Full	
  Role-­‐based	
  access	
  
control	
  
✔	
  
Data	
  supported	
   Problem	
  imporLng	
  desired	
  data	
  	
   Ability	
  to	
  import	
  all	
  types	
  of	
  
data	
  
✔	
  
PlaCorm/cost	
   Appliance	
  gets	
  old,	
  unable	
  to	
  scale	
  
in	
  cost	
  effecLve	
  manner	
  
Sogware	
  to	
  adjust	
  compuLng	
  
infrastructure	
  easily	
  
✔	
  
Security	
  and	
  
other	
  use	
  case	
  
Security	
  only	
   Security,	
  IT,	
  eCommerce,	
  
Business	
  
✔	
  
6	
  
7	
  
Big	
  Win	
  on	
  the	
  way	
  to	
  SIEM	
  Replacement	
  
7	
  
Legacy	
  	
  
SIEM	
  
New	
  SIEM	
  	
  
Requirements	
  
eCommerce	
  +	
  	
  
Business	
  AnalyLcs	
  
IT	
  Ops	
  
Enterprise-­‐wide	
  
Security	
  	
  
More	
  than	
  
a	
  SIEM	
  
Let’s	
  bring	
  eCommerce	
  data	
  in	
  first…	
  	
  
8	
  
The	
  response	
  from	
  eCommerce	
  team	
  
!   Went	
  from	
  reacLve	
  troubleshooLng	
  
–  Customer	
  sent	
  an	
  e-­‐mail	
  and	
  complained,	
  the	
  SSH	
  and	
  GREP	
  session	
  started,	
  
could	
  take	
  days	
  to	
  weeks	
  
–  Only	
  one	
  data	
  source	
  per	
  Lme	
  
!   To	
  proacLve	
  troubleshooLng	
  
–  MulLple	
  data	
  sources	
  and	
  correlaLons	
  
–  Dashboard	
  that	
  shows	
  environment	
  status,	
  including	
  business	
  impact	
  
–  CPU,	
  memory	
  uLlizaLon,	
  capacity	
  planning	
  
–  Could	
  troubleshoot	
  in	
  minutes	
  
8	
  
9	
   9	
  
10	
  
Wow,	
  this	
  is	
  great,	
  we	
  need	
  more!	
  
!   AddiLonal	
  1TB	
  license	
  ager	
  3	
  month	
  
!   AddiLonal	
  teams	
  as	
  well	
  as	
  eCommerce	
  wanted	
  to	
  add	
  data	
  
!   ExisLng	
  environment	
  was	
  expanded	
  
!   Business	
  analyLcs	
  
–  Real	
  Lme	
  sales	
  compared	
  to	
  last	
  week	
  for	
  the	
  major	
  regions	
  
–  Payment	
  provider	
  availability	
  
–  Performance	
  of	
  Akamai	
  
–  Business	
  process	
  tracing	
  (orders	
  that	
  takes	
  longer	
  than	
  10	
  seconds	
  to	
  process)	
  
10	
  
11	
  
New	
  insight	
  and	
  replacements	
  using	
  Splunk	
  
!   NEW	
  -­‐	
  Monitor	
  applicaLon	
  and	
  business	
  processes	
  
!   NEW	
  -­‐	
  Get	
  insight	
  in	
  black	
  boxes	
  
!   NEW	
  -­‐	
  Replaced	
  other	
  monitoring	
  soluLons	
  
!   NEW	
  -­‐	
  Splunk	
  can	
  handle	
  our	
  complex	
  environment	
  
!   Broken	
  link	
  app	
  to	
  each	
  area	
  
11	
  
12	
  
ImplemenLng	
  Splunk	
  as	
  SIEM	
  
12	
  
Legacy	
  	
  
SIEM	
  
New	
  SIEM	
  	
  
Requirements	
  
eCommerce	
  +	
  	
  
Business	
  AnalyLcs	
  
Enterprise-­‐wide	
  
Security	
  	
  
More	
  than	
  
a	
  SIEM	
  
More	
  data,	
  more	
  users	
   New	
  SIEM	
  	
  
ImplementaLon	
  
Copyright	
  ©	
  2015	
  Splunk	
  Inc.	
  
Access	
  control	
  in	
  a	
  	
  
mulL-­‐tenancy	
  environment	
  
13	
  
14	
  
How	
  to	
  provide	
  granular	
  access	
  control	
  
!   SeparaLon	
  of	
  data	
  
!   Possibility	
  to	
  share	
  data	
  
!   Reports	
  without	
  access	
  to	
  raw	
  data	
  
!   Each	
  area	
  has	
  its	
  own	
  index	
  
14	
  
15	
  
Access	
  to	
  mixed	
  indexes	
  
!   ApplicaLon	
  teams	
  need	
  informaLon	
  various	
  indexes	
  
15	
  
Oracle	
  Linux	
  
Business	
  service	
   Subset	
  of	
  data	
   Subset	
  of	
  data	
  
16	
  
Search	
  filter	
  restricLons	
  
!   Blacklist	
  approach:	
  
–  “NOT	
  (index=indexname	
  AND	
  (blacklis(tem1	
  OR	
  blacklis(tem2	
  OR	
  …..))”	
  
!   Whitelist	
  approach:	
  
–  “NOT	
  (index=indexname	
  NOT	
  (whitelis(tem1	
  OR	
  whitelis(tem2	
  OR	
  …..))”	
  
	
  
16	
  
17	
  
Combine	
  whitelist	
  and	
  blacklist	
  
!   Really	
  granular	
  control	
  to	
  specific	
  data	
  
! srchFilter	
  =	
  NOT	
  (index=linux	
  NOT	
  (host=lx4351*	
  OR	
  host=lx4352*))	
  
NOT	
  (index=linux	
  AND	
  (sourcetype=linux_secure	
  OR	
  
sourcetype=pii_data))	
  
17	
  
Copyright	
  ©	
  2015	
  Splunk	
  Inc.	
  
Splunk	
  part	
  of	
  our	
  
technical	
  standard	
  
18	
  
19	
  
How	
  to	
  get	
  massive	
  amount	
  of	
  data	
  in	
  
!   How	
  to	
  install	
  Splunk	
  forwarder	
  in	
  400	
  locaLons	
  
–  1000	
  AIX	
  servers	
  
–  3500	
  Linux	
  servers	
  
–  5500	
  Windows	
  servers	
  
–  100000	
  Windows	
  clients	
  
	
  
!   Syslog	
  
–  Only	
  one	
  load	
  balancer	
  with	
  one	
  ip	
  and	
  port	
  
–  Network	
  switches,	
  firewalls,	
  appliances,	
  you	
  name	
  it	
  
	
  
19	
  
20	
  
Step	
  by	
  step	
  approach	
  
!   Started	
  with	
  Linux	
  	
  
!   Part	
  of	
  Standard	
  OperaLng	
  Environment	
  
!   Bundle	
  IKEA	
  specific	
  configuraLon	
  in	
  a	
  RPM	
  
!   Generic	
  bootstrap	
  principle	
  reused	
  	
  
20	
  
21	
  
Bootstrap	
  RPM	
  	
  
!   AutomaLc	
  domain	
  specific	
  configuraLon	
  
–  Closest	
  deployment	
  server	
  
–  Closest	
  index	
  cluster	
  	
  
!   DistribuLon	
  of	
  IKEA	
  cerLficates	
  
!   Hardening	
  (bind	
  to	
  localhost)	
  
!   Everything	
  else,	
  deploy	
  it	
  in	
  an	
  app!	
  
!   Take	
  control	
  of	
  splunk.secret	
  file!	
  
21	
  
Copyright	
  ©	
  2015	
  Splunk	
  Inc.	
  
Unknown	
  syslog	
  
feed	
  
22	
  
23	
  
Syslog	
  feed	
  from	
  various	
  devices	
  
!   Can’t	
  control	
  syslog	
  devices	
  
!   Unable	
  to	
  specify	
  different	
  ports	
  per	
  type	
  
!   Single	
  load	
  balancer	
  
!   New	
  unknown	
  feed	
  to	
  syslog	
  index	
  
23	
  
24	
  
Labor	
  intensive	
  manual	
  work	
  
!   Manual	
  creaLon	
  of	
  inputs.conf	
  
!   Many	
  different	
  types	
  of	
  source	
  types	
  
!   Different	
  customers,	
  different	
  desLnaLon	
  indexes	
  
!   Good	
  admins	
  are	
  lazy	
  
24	
  
25	
  
Challenge	
  
!   Template	
  based	
  configuraLon	
  
!   Create	
  new	
  and	
  update	
  templates	
  
!   VerificaLon	
  before	
  deployment	
  of	
  new	
  code	
  
!   Possibility	
  to	
  publish	
  to	
  a	
  GIT	
  hub	
  
25	
  
26	
  
SoluLon	
  TA	
  generator	
  
!   Workflow	
  acLon	
  to	
  feed	
  generator	
  
!   Simple	
  PHP	
  and	
  Mysql	
  driven	
  webpage	
  
26	
  
27	
  
SoluLon	
  TA	
  generator	
  
!   Select	
  log	
  type	
  and	
  go!	
  
	
  
27	
  
28	
  
Enterprise	
  Wide	
  Security	
  Using	
  Splunk	
  
28	
  
Legacy	
  	
  
SIEM	
  
New	
  SIEM	
  	
  
Requirements	
  
eCommerce	
  +	
  	
  
Business	
  AnalyLcs	
  
Enterprise-­‐wide	
  
Security	
  	
  
More	
  than	
  a	
  SIEM…	
   New	
  SIEM	
  	
  
ImplementaLon	
  
Copyright	
  ©	
  2015	
  Splunk	
  Inc.	
  
Increased	
  security	
  posture	
  	
  
in	
  organisaLon	
  
29	
  
30	
  
Security	
  awareness	
  was	
  increasing	
  
!   Teams	
  increased	
  their	
  collaboraLon	
  with	
  Splunk	
  as	
  a	
  enabler	
  	
  
!   Teams	
  started	
  to	
  look	
  in	
  the	
  “background	
  noise”	
  
!   	
  New	
  risk	
  areas	
  was	
  detected	
  
–  “Hey	
  –	
  I	
  think	
  we	
  are	
  hacked!”	
  
–  Awempts	
  to	
  bypass	
  security	
  mechanisms	
  (slow-­‐rate	
  and	
  brute	
  force	
  awacks)	
  
–  Google	
  search	
  bot	
  from	
  Ukraine?	
  
–  Fraud	
  awempts	
  
!   Start	
  small,	
  do	
  you	
  always	
  need	
  Splunk	
  ES?	
  
30	
  
31	
  
Helpdesk	
  support	
  dashboards	
  
!   Access	
  to	
  dashboards	
  without	
  raw	
  events	
  
	
  
	
  
31	
  
32	
  
Get	
  clarity	
  and	
  overview	
  
	
  
	
  
32	
  
Copyright	
  ©	
  2015	
  Splunk	
  Inc.	
  
Key	
  benefits	
  
33	
  
34	
  
Key	
  benefits	
  
!   Real-­‐Lme	
  reacLon	
  instead	
  of	
  weeks	
  later	
  
!   Before	
  it	
  was	
  hard	
  to	
  get	
  access	
  to	
  data	
  –	
  Now	
  we	
  have	
  a	
  queue…	
  
!   Splunk	
  is	
  a	
  collaboraLon	
  enabler	
  –	
  teams	
  works	
  together	
  in	
  a	
  new	
  ways	
  
!   Security	
  put	
  the	
  ball	
  in	
  play,	
  business	
  is	
  now	
  our	
  driver	
  	
  
34	
  
35	
  
How	
  to	
  engage	
  the	
  data	
  owners	
  
!   EducaLon,	
  educaLon,	
  educaLon…	
  
–  Help	
  with	
  geyng	
  the	
  data	
  in	
  
–  How	
  to	
  create	
  basic	
  searches	
  
–  How	
  to	
  create	
  dashboards	
  
!   Appoint	
  local	
  Splunk	
  champions	
  for	
  each	
  area	
  
!   Internal	
  Splunk	
  Newslewers	
  
!   CompeLLons	
  
!   Splunk	
  T-­‐Shirts!	
  
35	
  
36	
  
Security	
  is	
  not	
  the	
  bad	
  guys	
  anymore	
  
Please	
  take	
  my	
  data!!!	
  
36	
  
Copyright	
  ©	
  2015	
  Splunk	
  Inc.	
  
Key	
  takeaways	
  
37	
  
38	
  
Key	
  takeaways	
  
!   EducaLon	
  
–  Make	
  sure	
  you	
  educate	
  yourself	
  and	
  the	
  organizaLon	
  
!   Use	
  Splunk	
  PS	
  	
  
!   Think	
  big	
  –	
  act	
  small	
  
–  Make	
  sure	
  your	
  plan	
  and	
  architecture	
  allows	
  for	
  expansion	
  
–  Don’t	
  try	
  to	
  do	
  all	
  use-­‐cases/data	
  sources	
  at	
  once	
  
!   The	
  more	
  people	
  using	
  the	
  data	
  the	
  cheaper	
  it	
  becomes!	
  
38	
  
Splunklive! Stockholm 2015 - IKEA

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Splunklive! Stockholm 2015 - IKEA

  • 1. Copyright  ©  2015  Splunk  Inc.   Magnus  Johansson   Splunk  Ninja  @  IKEA   IKEA’s  journey  to  end-­‐to-­‐end  visibility:     From  e-­‐commerce  to  security  
  • 2. 2   Personal  introducLon   !   Magnus  Johansson     !   Splunk  Ninja  @  IKEA   !   Worked  with  security  for  8  years   !   Linux  geek  since  way  back   !   Live  in  the  capital  of  IKEA  country,  Älmhult   2  
  • 3. 3   Agenda   !   Why  did  we  exchange  the  current  SIEM   !   Access  control  in  a  mulLtenancy  environment   !   Splunk  part  of  our  technical  standard   !   How  to  handle  unknown  syslog  feeds   !   Security  posture  and  business  value   !   Key  benefits   3  
  • 4. 4   IKEA  Journey   4   Legacy     SIEM   New  SIEM     Requirements   eCommerce   IT  Ops   Enterprise-­‐wide   Security     More  than   a  SIEM  
  • 5. Copyright  ©  2015  Splunk  Inc.   Why  did  we  exchange  the   old  SIEM  
  • 6. 6   Why  Did  We  Change  SIEM   Legacy  SIEM   New  Requirements   Splunk   Scalability   Expensive  @  200GB/day     Difficult  to  grow     needed  +10  TB/day   ✔   User  #   Limited  user  support  (sec  team)   1,000s   ✔   Role-­‐based   Access   Single  view/control  of  data   Full  Role-­‐based  access   control   ✔   Data  supported   Problem  imporLng  desired  data     Ability  to  import  all  types  of   data   ✔   PlaCorm/cost   Appliance  gets  old,  unable  to  scale   in  cost  effecLve  manner   Sogware  to  adjust  compuLng   infrastructure  easily   ✔   Security  and   other  use  case   Security  only   Security,  IT,  eCommerce,   Business   ✔   6  
  • 7. 7   Big  Win  on  the  way  to  SIEM  Replacement   7   Legacy     SIEM   New  SIEM     Requirements   eCommerce  +     Business  AnalyLcs   IT  Ops   Enterprise-­‐wide   Security     More  than   a  SIEM   Let’s  bring  eCommerce  data  in  first…    
  • 8. 8   The  response  from  eCommerce  team   !   Went  from  reacLve  troubleshooLng   –  Customer  sent  an  e-­‐mail  and  complained,  the  SSH  and  GREP  session  started,   could  take  days  to  weeks   –  Only  one  data  source  per  Lme   !   To  proacLve  troubleshooLng   –  MulLple  data  sources  and  correlaLons   –  Dashboard  that  shows  environment  status,  including  business  impact   –  CPU,  memory  uLlizaLon,  capacity  planning   –  Could  troubleshoot  in  minutes   8  
  • 9. 9   9  
  • 10. 10   Wow,  this  is  great,  we  need  more!   !   AddiLonal  1TB  license  ager  3  month   !   AddiLonal  teams  as  well  as  eCommerce  wanted  to  add  data   !   ExisLng  environment  was  expanded   !   Business  analyLcs   –  Real  Lme  sales  compared  to  last  week  for  the  major  regions   –  Payment  provider  availability   –  Performance  of  Akamai   –  Business  process  tracing  (orders  that  takes  longer  than  10  seconds  to  process)   10  
  • 11. 11   New  insight  and  replacements  using  Splunk   !   NEW  -­‐  Monitor  applicaLon  and  business  processes   !   NEW  -­‐  Get  insight  in  black  boxes   !   NEW  -­‐  Replaced  other  monitoring  soluLons   !   NEW  -­‐  Splunk  can  handle  our  complex  environment   !   Broken  link  app  to  each  area   11  
  • 12. 12   ImplemenLng  Splunk  as  SIEM   12   Legacy     SIEM   New  SIEM     Requirements   eCommerce  +     Business  AnalyLcs   Enterprise-­‐wide   Security     More  than   a  SIEM   More  data,  more  users   New  SIEM     ImplementaLon  
  • 13. Copyright  ©  2015  Splunk  Inc.   Access  control  in  a     mulL-­‐tenancy  environment   13  
  • 14. 14   How  to  provide  granular  access  control   !   SeparaLon  of  data   !   Possibility  to  share  data   !   Reports  without  access  to  raw  data   !   Each  area  has  its  own  index   14  
  • 15. 15   Access  to  mixed  indexes   !   ApplicaLon  teams  need  informaLon  various  indexes   15   Oracle  Linux   Business  service   Subset  of  data   Subset  of  data  
  • 16. 16   Search  filter  restricLons   !   Blacklist  approach:   –  “NOT  (index=indexname  AND  (blacklis(tem1  OR  blacklis(tem2  OR  …..))”   !   Whitelist  approach:   –  “NOT  (index=indexname  NOT  (whitelis(tem1  OR  whitelis(tem2  OR  …..))”     16  
  • 17. 17   Combine  whitelist  and  blacklist   !   Really  granular  control  to  specific  data   ! srchFilter  =  NOT  (index=linux  NOT  (host=lx4351*  OR  host=lx4352*))   NOT  (index=linux  AND  (sourcetype=linux_secure  OR   sourcetype=pii_data))   17  
  • 18. Copyright  ©  2015  Splunk  Inc.   Splunk  part  of  our   technical  standard   18  
  • 19. 19   How  to  get  massive  amount  of  data  in   !   How  to  install  Splunk  forwarder  in  400  locaLons   –  1000  AIX  servers   –  3500  Linux  servers   –  5500  Windows  servers   –  100000  Windows  clients     !   Syslog   –  Only  one  load  balancer  with  one  ip  and  port   –  Network  switches,  firewalls,  appliances,  you  name  it     19  
  • 20. 20   Step  by  step  approach   !   Started  with  Linux     !   Part  of  Standard  OperaLng  Environment   !   Bundle  IKEA  specific  configuraLon  in  a  RPM   !   Generic  bootstrap  principle  reused     20  
  • 21. 21   Bootstrap  RPM     !   AutomaLc  domain  specific  configuraLon   –  Closest  deployment  server   –  Closest  index  cluster     !   DistribuLon  of  IKEA  cerLficates   !   Hardening  (bind  to  localhost)   !   Everything  else,  deploy  it  in  an  app!   !   Take  control  of  splunk.secret  file!   21  
  • 22. Copyright  ©  2015  Splunk  Inc.   Unknown  syslog   feed   22  
  • 23. 23   Syslog  feed  from  various  devices   !   Can’t  control  syslog  devices   !   Unable  to  specify  different  ports  per  type   !   Single  load  balancer   !   New  unknown  feed  to  syslog  index   23  
  • 24. 24   Labor  intensive  manual  work   !   Manual  creaLon  of  inputs.conf   !   Many  different  types  of  source  types   !   Different  customers,  different  desLnaLon  indexes   !   Good  admins  are  lazy   24  
  • 25. 25   Challenge   !   Template  based  configuraLon   !   Create  new  and  update  templates   !   VerificaLon  before  deployment  of  new  code   !   Possibility  to  publish  to  a  GIT  hub   25  
  • 26. 26   SoluLon  TA  generator   !   Workflow  acLon  to  feed  generator   !   Simple  PHP  and  Mysql  driven  webpage   26  
  • 27. 27   SoluLon  TA  generator   !   Select  log  type  and  go!     27  
  • 28. 28   Enterprise  Wide  Security  Using  Splunk   28   Legacy     SIEM   New  SIEM     Requirements   eCommerce  +     Business  AnalyLcs   Enterprise-­‐wide   Security     More  than  a  SIEM…   New  SIEM     ImplementaLon  
  • 29. Copyright  ©  2015  Splunk  Inc.   Increased  security  posture     in  organisaLon   29  
  • 30. 30   Security  awareness  was  increasing   !   Teams  increased  their  collaboraLon  with  Splunk  as  a  enabler     !   Teams  started  to  look  in  the  “background  noise”   !    New  risk  areas  was  detected   –  “Hey  –  I  think  we  are  hacked!”   –  Awempts  to  bypass  security  mechanisms  (slow-­‐rate  and  brute  force  awacks)   –  Google  search  bot  from  Ukraine?   –  Fraud  awempts   !   Start  small,  do  you  always  need  Splunk  ES?   30  
  • 31. 31   Helpdesk  support  dashboards   !   Access  to  dashboards  without  raw  events       31  
  • 32. 32   Get  clarity  and  overview       32  
  • 33. Copyright  ©  2015  Splunk  Inc.   Key  benefits   33  
  • 34. 34   Key  benefits   !   Real-­‐Lme  reacLon  instead  of  weeks  later   !   Before  it  was  hard  to  get  access  to  data  –  Now  we  have  a  queue…   !   Splunk  is  a  collaboraLon  enabler  –  teams  works  together  in  a  new  ways   !   Security  put  the  ball  in  play,  business  is  now  our  driver     34  
  • 35. 35   How  to  engage  the  data  owners   !   EducaLon,  educaLon,  educaLon…   –  Help  with  geyng  the  data  in   –  How  to  create  basic  searches   –  How  to  create  dashboards   !   Appoint  local  Splunk  champions  for  each  area   !   Internal  Splunk  Newslewers   !   CompeLLons   !   Splunk  T-­‐Shirts!   35  
  • 36. 36   Security  is  not  the  bad  guys  anymore   Please  take  my  data!!!   36  
  • 37. Copyright  ©  2015  Splunk  Inc.   Key  takeaways   37  
  • 38. 38   Key  takeaways   !   EducaLon   –  Make  sure  you  educate  yourself  and  the  organizaLon   !   Use  Splunk  PS     !   Think  big  –  act  small   –  Make  sure  your  plan  and  architecture  allows  for  expansion   –  Don’t  try  to  do  all  use-­‐cases/data  sources  at  once   !   The  more  people  using  the  data  the  cheaper  it  becomes!   38