Marketing in the Big Data Era - Pradeep

Marketing in the Big Data Era
Pradeep Ananthapadmanabhan
How “big data” technologies are reshaping the marketing landscape

We are in a new era of marketing!
VIDEO: Mind-blowing, world-changing technology, by the numbers

Data Drives Digital Marketing
BRAND WEB SITE
ADVERTISING SYSTEMS
ANALYTICS SYSTEMS
REPORTING SYSTEMS

Consumers are EVERYWHERE!

ALL Activity is Becoming DIGITAL ACTIVITY
Source: ThirdNature.net

Decoding the “Customer Genome”
A “big data” problem

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

Necessity - the Mother of Invention

VivaKi Analytics & Reporting Platform
DATA COLLECTION
DATA PROCESSING
DATA DELIVERY
small data ETL
“SMALL DATA”
WEB/APP SERVER
BIG DATA ETL
OLAPProcessing Server
OLAPQuery Server
“BIG DATA”
(~1TB of Cookie Data)
CENTRALIZED DATA WAREHOUSE
CLIENT-Specific datamarts
excel

In the Cloud… End-to-end
~30
51+
10+
90+
150+
Client-specific Data Marts
Servers in the Elastic MapReduce Farm
S3 File Buckets
TB of Storage
EC2 Instances

Leveraging Big Data Technology
Data 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 )

Leveraging Big Data Technology
Analysis and Segmentation
S3
EMR
50+ Machine cluster created on demand
( 3.5 Billion records, 71 million unique cookies a day)

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 fun again!”
“No longer restricted to looking back 90 days into the past”

Case Study
Changing competitive landscape
Decreasing web marketing effectiveness
Monetization of their web assets
Business challenge

Leverage “Big Data” to Create “Rich” Segments
PRODUCT INTEREST
AFFINITY
GENERATION
+
+
In-market Gamer
Sport Enthusiast
Home Theater Purchaser
( 36 “personalization” segments )

Leverage “Big Data” for Effective Targeting
Target Ad
User recently purchased a home theater system and is now looking for sports games
( 1.7 million per day )

Show Me the Money!
Increased ROAS by 500% (to $74)

Thank You
PradeepAnanthapadmanabhan

Marketing in the Big Data Era - Pradeep

by Razorfish on Apr 04, 2011

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Marketing in the Big Data Era - Pradeep — Presentation Transcript