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Marketing in the Big Data Era - Pradeep

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Pradeep Ananthapadmanabhan, CTO of VivaKi's Nerve Center, delivers this presentation on the vast amounts of data marketers collect and what to do with it during the 2011 Razorfish Technology Summit in …

Pradeep Ananthapadmanabhan, CTO of VivaKi's Nerve Center, delivers this presentation on the vast amounts of data marketers collect and what to do with it during the 2011 Razorfish Technology Summit in Atlanta.

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  • Can we have different colored dektops(with background smoothened) with the ‘intel inside’ logo modified to say “data” instead of the text “intel inside”?
  • Can we smoothen the edges of the image to blend with the background
  • Image of marketer drowning in data.
  • Can this graphic be made visually more pleasing and blended with the background?
  • Can this graphic be made visually more pleasing and blended with the background?
  • Can this graphic be made visually more pleasing and blended with the background?
  • Transcript

    • 1. Pradeep AnanthapadmanabhanMarketing in the Big Data EraHOW “BIG DATA” TECHNOLOGIES ARE RESHAPINGTHE MARKETING LANDSCAPE
    • 2. We are in a newera of marketing!
    • 3. Data Drives Digital MarketingBRAND ADVERTISINGWEB SITE SYSTEMS ANALYTICS REPORTING SYSTEMS SYSTEMS
    • 4. Consumers are EVERYWHERE!
    • 5. ALL Activity is Becoming DIGITAL ACTIVITYSource: ThirdNature.net
    • 6. Decoding the “Customer Genome”A “big data” problem
    • 7. What is Big Data? “Big data” is when the size of the data itself becomes part of the problem. At some point, traditional techniques for working with data run out of steam. – Source: “What is Data Science?” - O’Reilly Radar Report
    • 8. Necessity - the Mother of Invention
    • 9. VivaKi Analytics & Reporting Platform DATA DATA DATA COLLECTION PROCESSING DELIVERY small data ETL“SMALL DATA” WEB/APP SERVER BIG DATA ETL “BIG DATA” CENTRALIZED CLIENT- OLAP OLAP (~1TB of DATA SPECIFIC Processing Query WAREHOUSE DATAMARTS Server Server Cookie Data) EXCEL
    • 10. In the Cloud… End-to-end~30 Client-specific Data Marts 51+ Servers in the Elastic MapReduce Farm10+ S3 File Buckets 90+ TB of Storage150+ EC2 Instances
    • 11. Leveraging Big Data TechnologyData Ingestion and Storage Compress and upload 500 + GB of data per day S3 file storage RAW COOKIE DATA (24+ servers) ( 180 days = ½ Trillion ICA records )
    • 12. Leveraging Big Data TechnologyAnalysis and Segmentation S3 EMR 50+ Machine cluster created on demand ( 3.5 Billion records, 71 million unique cookies a day)
    • 13. Unparalleled Speed and Scalability“It’s fast! What took us 2 days takes us < than 8 hrs” “Don’t have to worry about data spikes… Christmas and Thanksgiving will be“No longer restricted fun again!” to looking back 90 days into the past”
    • 14. Thank YouPradeep Ananthapadmanabhan