Evolving analytics at ebay - 2012 Tableau Customer Conference

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From Data to Knowledge: Evolving Analytics at ebay.

Gary Dougan's presentation at TCC 2012 (http://www.linkedin.com/in/garydougan)

Learn about eBay’s extensive analytics environment, and how eBay’s Business Intelligence platform team is enabling “visual analytics” across a complex ecosystem of platforms, technologies, and data enthusiasts, to synthesize information and derive insights from dynamic and complex data.

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Evolving analytics at ebay - 2012 Tableau Customer Conference

  1. 1. Evolving Analytics at Gary Dougan Visual Analytics PlatformsBusiness Intelligence Center of Excellence TCC 2012
  2. 2. Real time analysis and price comparison across listings Does image size affect sales? Monitor the top Pages on our Site Search performance of specific brands by keywords and conversion rates Monitor site speed How can we identify fraudulent transaction?Impact of picture services on user experience Revenue Forecasting How does customer sentiments impact sales? Track sources of site traffic Measure quality of items listed on site Analyze buyer experience across verticals Monitor consumption of services by mobile apps Predict performance metrics for customer shipmentsMeasure advertising performance Monitor key metrics for mobile consumption and capacity How can site trust and safety be improved? Performance of user behavior and transaction metrics
  3. 3. We have been able to extract business value from BIG DATA by creating a seamless ecosystem ofenterprise data, analytical tools, and collaboration - and made it pervasive! Analytics @ ebay
  4. 4. Road Map… The Opportunity Analytics @ ebay Stories from the Field Looking Ahead
  5. 5. Enable consumers to buy anything, anywhere, any how Enable merchants to succeed in new commerce environment (and we don’t compete with them)8K+ vehicles and 340K 600K new customerscar parts/accessories sold made first purchase in Q2 2012each week1.9M items listed A woman’s handbageach week purchased every 30 secs eBay’s mobile apps downloadedOver 113M activePayPal accounts over 90M times
  6. 6. Useful Data 2012ENTERPRISE DATA “SINGULARITY” HADOOP CLUSTERS WAREHOUSE Relational Data Semi-Structured Data Unstructured Data 10+ PB 42+ PB 40+ PB
  7. 7. Capitalize On Our Data Shop the Create Enhance PositiveWorld’s Inventory Enthusiasts Experiences
  8. 8. Analytics @ ebay
  9. 9. Exploration & TestingDaily10M+QUERIES100+EXPERIMENTS100K+UNIQUE DATASETS
  10. 10. 2008 Where we were Static data reports 2.6 PB EDW Excel180K queries/day Standardized, prompted reports1,500 active users MicroStrategy Teradata Ad-hoc analysis27B rows in largest table SQL Assistant
  11. 11. We needed a better approach  Data Democratization  Analytics Services  Self-service  Extensive Knowledge Sharing  Accelerate Time to Market
  12. 12. DataHub 4.0A Partial View VIRTUAL DATAMART ACCOUNT DATA NETWORKS TRUST DISCUSSION MANAGER PROVISION VISUALIZATION SIGNALS ENGINE DATA ENTERPRISE STATISTICAL SHARED RECMND’ MOVER REPORTING TOOLS WORKSPACES ENGINE DATA SESSION WEB PURPOSE ACTIVITY FOLLOW LOADER MONITOR ANALYTICS BUILT TOOLS STREAM DATA ACCESS SERVICES ANALYTICAL PRODUCTS COLLABORATION
  13. 13. ANALYTICSCENTRALIZED
  14. 14. DataHub VIRTUAL TRUST DISCUSSION ACCOUNT DATA NETWORKS DATAMART SIGNALS ENGINE PROVISION VISUALIZATION MANAGER DATA ENTERPRISE STATISTICAL SHARED RECMND’ MOVER REPORTING TOOLS WORKSPACES ENGINE DATA SESSION WEB PURPOSE ACTIVITY FOLLOW LOADER MONITOR ANALYTICS BUILT TOOLS STREAM DATA ACCESS SERVICES
  15. 15. DATA ACCESS SERVICES
  16. 16. DataHub VIRTUAL DATAMART ACCOUNT DATA NETWORKS TRUST DISCUSSION MANAGER PROVISION VISUALIZATION SIGNALS ENGINE DATA ENTERPRISE STATISTICAL SHARED RECMND’ MOVER REPORTING TOOLS WORKSPACES ENGINE DATA SESSION WEB PURPOSE ACTIVITY FOLLOW LOADER MONITOR ANALYTICS BUILT TOOLS STREAM ANALYTICAL PRODUCTS
  17. 17. Enabling Exploration & DiscoveryOur Strategy Agile Self-Service Universal Access DataHub Integration Scaled for the Enterprise
  18. 18. Tableau @ ebay Gumtree.com Shopping.com BillMeLater PayPal Kijiji Marketplaats ebay ChinaServiceCenter StubHub Cdc mobile.internationalGmbH2010-H1 2010-H2 2011-H1 2011-H2 2012-H1
  19. 19. What We’ve Seen+100% +200% +300% DATA SETS PUBLISHERS REPORT USAGE EBAY TABLEAU PLATFORM KPIS
  20. 20. EXPLORING“BIG” DATA
  21. 21. DATAHUBCollaboration VIRTUAL ACCOUNT DATA NETWORKS TRUST DISCUSSION DATAMART PROVISION VISUALIZATION SIGNALS ENGINE MANAGER DATA ENTERPRISE STATISTICAL SHARED RECMND’ MOVER REPORTING TOOLS WORKSPACES ENGINE DATA SESSION WEB PURPOSE ACTIVITY FOLLOW LOADER MONITOR ANALYTICS BUILT TOOLS STREAM COLLABORATION
  22. 22. Work Collectively Discussion Engine Expert GroupsWorkspacesTrust Badges
  23. 23. What We Learned It’s the data Build it, they will come Visionary leadership
  24. 24. Stories from the Field
  25. 25. #1 Predicting Change SignificantSearch Science Team drop-off in Improving search relevance and completion of quality on ebay.com new seller listings
  26. 26. #1 Predicting ChangeMonitor selling registration flow and page level abandonmentSingularity – data retrieval Selling users flow path: Users click path:Hadoop  VDM Computation and storageTableau Monitor trends
  27. 27. #1 Predicting ChangeResults & Impact Drop-off on Review page Required registration after Review page Saving draft listing for later re-visit Improved next generation C2C selling tool
  28. 28. #2 Appreciating Chatter ReduceTrust Science Team bad buyer Improving trust on ebay.com experience and increase trust
  29. 29. #2 Appreciating ChatterMonitor latest customer discussions and meters sentiment Hadoop – retrieval and computation RADAR – text mining and analysis Tableau – visualize topic sentiments
  30. 30. #2 Appreciating ChatterResults & Impact Understand customer sentiments Identify fastest growing keywords Discover emerging topics Timely response to negative experience
  31. 31. Looking Ahead Thank you! Streaming Data Gary Dougan gdougan@ebay.com in/garydouganSelf-Learning Visualizations
  32. 32. DataHub: Open Source Contributions https://github.com/eBaySF/joomla-platform

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