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Break Through the Traditional Advertisement Services with Big Data and Apache Hadoop
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Break Through the Traditional Advertisement Services with Big Data and Apache Hadoop

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Entravision Communications Corporation (NYSE: EVC) is a diversified Spanish-language media company with a unique group of media assets including television stations, radio stations and digital ...

Entravision Communications Corporation (NYSE: EVC) is a diversified Spanish-language media company with a unique group of media assets including television stations, radio stations and digital platforms. In 2011, they made the strategic decision to build a data analytics, modeling and insights division to expand the value of its traditional advertisement services. Join us in this session with Franklin Rios, President of Luminar (an Entravision company), Oscar Padilla, VP of Strategy, Luminar, along with Impetus and Hortonworks as we discusses key implementations, results and lessons learned from their big data services operations.

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  • Founded 1991 – 1300 StrongLeading Big Data since 2008Impetus provides Big Data thought leadership and services, creating new ways of analyzing data to gain key business insights across enterprises. Impetus’ experience extends across the big data ecosystem including Hadoop, NoSQL, newsql, MPP databases, machine learning, and visualization. Impetus offers a Quick Start program, Architecture Advisory Services, Proof of Concept, and Implementation. 
  • Founded 1991 – 1300 StrongLeading Big Data since 2008Impetus provides Big Data thought leadership and services, creating new ways of analyzing data to gain key business insights across enterprises. Impetus’ experience extends across the big data ecosystem including Hadoop, NoSQL, newsql, MPP databases, machine learning, and visualization. Impetus offers a Quick Start program, Architecture Advisory Services, Proof of Concept, and Implementation. 
  • Data Loading: Using the powerful tools and integration components of Talend Open Studio Big Data, the team was able to ingest almost 300GB of data in under 2 hoursEnabling R Scripts: The team was using RODBC to communicate with the legacy MySQL database. In order to reduce the amount of changes required to existing scripts and accelerate the migration, our Hive ODBC connector was used with RODBC, so scripts only had to be modified slightly

Break Through the Traditional Advertisement Services with Big Data and Apache Hadoop Break Through the Traditional Advertisement Services with Big Data and Apache Hadoop Presentation Transcript

  • Break Through the Traditional Advertisement Services with Big Data and Apache Hadoop Jason Kirkland Franklin Rios Oscar PadillaSr. Dir. Systems Integrators - President – Luminar VP of Strategy – Luminar Hortonworks an Entravision Company an Entravision Company Anand Venugopal Paul Codding Director – Big Data Services Solution Architect - Hortonworks Impetus Technologies © Hortonworks Inc. 2012
  • Quick House Keeping Rules• Q&A panel is available for questions during the webinar• There will be time for Q&A at the end• We will record the webinar for future viewing• All attendees will receive a copy of the slides and recording Page 2 © Hortonworks Inc. 2012
  • AgendaWhy Data Driven Business –HortonworksA Big Data Success story – Luminar,an Entravision Company Jason KirklandImplementation Strategy – Impetus Sr. Dir. Systems Integrators - HortonworksTechnologiesArchitecture Challenges and Design– Hortonworks Page 3 © Hortonworks Inc. 2012
  • Why Data Driven Business? Data driven decisions are better decisions – its as simple as that. Using big data enables mangers to decide on the basis of evidence rather than intuition. For that reason it has the potential to revolutionize management Harvard Business Review October 2012111001010000101001110101010001001010010010100100100001001000100100000100010000010001001001000100001011100001001000100010100100101111010100100010010010100101001001111 1001010010100011111010001001010000010010001010010111101010011001001010010001000111 Page 4 © Hortonworks Inc. 2012
  • Big Data: Organizational Game Changer Transactions + InteractionsPetabytes BIG DATA Mobile Web + Observations Sentiment SMS/MMS User Click Stream = BIG DATA Speech to Text Social Interactions & Feeds Terabytes WEB Web logs Spatial & GPS Coordinates A/B testing Sensors / RFID / Devices Behavioral Targeting Gigabytes CRM Business Data Feeds Dynamic Pricing Segmentation External Demographics Search Marketing Customer Touches User Generated Content ERP Megabytes Affiliate Networks Purchase detail Support Contacts HD Video, Audio, Images Dynamic Funnels Purchase record Offer details Offer history Product/Service Logs Payment record Increasing Data Variety and Complexity Page 5 © Hortonworks Inc. 2012
  • Hortonworks Snapshot We develop, distribute and support the ONLY 100% open source Enterprise Hadoop distributionDevelop Distribute Support• We employ the core • We distribute the only 100% • We are uniquely positioned architects, builders and Open Source Enterprise to deliver the highest quality operators of Apache Hadoop Hadoop Distribution: of Hadoop support Hortonworks Data• We drive innovation within Platform • We enable the ecosystem to Apache Software work better with Hadoop Foundation projects • We engineer, test & certify HDP for enterprise usageEndorsed by Strategic Partners Page 6 © Hortonworks Inc. 2012
  • Big Data Success story Franklin Rios Oscar Padilla President – Luminar VP of Strategy – Luminar An Entravision Company an Entravision Company Page 7 © Hortonworks Inc. 2012
  • About Luminar ● Luminar is an analytics and modeling company focused on helping clients achieve growth Denver and gain efficiencies CO ● Build the first cloud-based Santa Monica Washington CA Dallas TX DC Big Data/ Hadoop analytics environment in the U.S. serving the Latino market Mexico City Mexico ● In-culture data scientist based Data Scientist Resource in Mexico and Argentina ● Key client segments include: Retail, CPG, Financial Services, Media & Entertainment, Buenos Aires automotive, and Publishing Argentina Data Scientist Resource ● Luminar is a business unit of Entravision the leading media group (NYSE: EVC)8 Page 8 © Hortonworks Inc. 2012
  • Latinos - the Fastest Growing US Segment Page 9 © Hortonworks Inc. 2012
  • How Hispanics are Marketed Today Why is this a challenge? ● Investment decisions based on limited information ● Sample or survey methods breaks down at local level ● Limited insight value ● Campaigns often based on 52M people Filtered by sample, survey ethnically-coded data diary and ethnic coding ● Little or no cultural relevancy Page 10 © Hortonworks Inc. 2012
  • This Approach Doesn’t Adequately AddressFundamental Business Questions Page 11 © Hortonworks Inc. 2012
  • Factors that influenced Launching Luminar 1) We wanted to shift from the current marketing paradigm targeting Latinos focused on sample data 2) We recognized that Hispanic consumers are under represented with most marketing approaches 3) Our service offerings are synergistic to our parent company 4) Our model would necessitate ingesting vast amounts of diverse data that required a robust analytics environment Page 12 © Hortonworks Inc. 2012
  • We Recognized that Insights is an Evolving Process• Testing market • Retains Hispanic • Increased ability to • Use analytics to• No in-language agency capture, aggregate prescribe actions experience • Use focus group and analyze data • Effective at sharing• Mass media, single • Multi-channel, often • Use analytics to information and channel not integrated guide actions insights• No dedicated • Top Hispanic DMAs • Growing use of • Strong ability to insights to guide capture, aggregate,• Hispanic team • Bilingual experience analyze or share future strategy• Lack of • Qualitative data use information understanding how • Strong use of insights to use analytics to guide day-to-day operations © Hortonworks Inc. 2012 Page 13
  • Latino consumer“We deliver actionable insights that accelerate Growthgrowth and drive business efficiencies in a complex consumer environment.” Insights Consumer environment Efficiencies Page 14 © Hortonworks Inc. 2012
  • Big Data Brings a High-Value Offering● Ability to more precisely support customers across the entire marketing value chain: – Move from a media & communications discussion to a business challenge discussion – Help identify growth opportunity within the Hispanic market – Improve measurement of Hispanic market investments – Demonstrate ROI – Help accelerate growth through empirical data insights● Transformative in the way we approached business and marketing needs● Leverage big data environment and 3rd party data sources across business units Page 15 © Hortonworks Inc. 2012
  • A Vision and a Well Thought Out Plan● It’s was a significant investment and commitment that required CEO vision and support● Developed detailed roadmap for success: – Prepared comprehensive plan detailing operations, resources, level of investment and implementation path – We weighted the need for big data as new revenue source for EVC – We identified “packaged solutions” for a big data offering – And, we clearly defined how big data fulfilled an underserved market and provided a shift from sample-based research to empirical analytics16 Page 16 © Hortonworks Inc. 2012
  • Approach:Turning Data into Informed Actions 1 2 3 4 Page 17 © Hortonworks Inc. 2012
  • A Simple but Powerful Approach toMeet Customer’s Needs Page 18 © Hortonworks Inc. 2012
  • Luminar Big Data Would Need toSupport These Needs…● Analytics-as-a-Service platform● Aggregate multiple sources of data from diverse sources – Licensed data – EVC data – Unstructured social data – Client data● Offer an advanced and unique focused analytics service – Provide insights into Hispanic consumer behavior – Targeting customers in retail, financial services, insurance and auto segments● Future offerings – Platform as a Service – White Label Services Page 19 © Hortonworks Inc. 2012
  • Importance of Aligning Our Vision withthe Right Technology Partner● Proven track record – vendor had to have a demonstrable experience in the implementation of big data solutions● Technology agnostic –technology partner that could help plan and deploy a solution architecture that was not married to any one vendor● Experience with multiple technology providers/suppliers – We needed a partner that could understand the big data landscape now, in 6 months and 18 months from today● Blended team– Partner had to understand that they would be operating in a blended client/vendor team environment Page 20 © Hortonworks Inc. 2012
  • A Successful Launch Would Require…● Building a best-of-breed model based on Luminar’s needs: – Lowest Total Cost of Ownership – Have vendor neutral approach – SQL data migration – Cloud based architecture● Other requirements included: – Maximize “re-use” of vendor experience in Big Data – Scalability to meet ongoing data licensing needs – Meet data security requirements – Deliver data visualization to meet client deliverables – Start with a “shoestring” budget, grow as needed Page 21 © Hortonworks Inc. 2012
  • Build the right foundation for growth• Impetus lead solution architecture and vendor selection process• We established a solution framework that delivers four client offerings• We architected a solution that defined all major technology Key Performance Indicators (KPIs) and SPOF22 Page 22 © Hortonworks Inc. 2012
  • Implementation Strategy– Building “Best of Breed” Foundation Anand Venugopal Director – Big Data Services Impetus Technologies Page 23 © Hortonworks Inc. 2012
  • Who is Impetus Technologies Advisors Experience. Architects Expertise. Applications Excellence. • Advisors - Accelerated Consulting & Services Leader for Big Data. • Architects - Pioneers in distributed software engineering. Dedicated Innovation Labs • Applications - Vertical Domain Expertise - Open source and Innovation Product Portfolio.We Implement Big Data © Hortonworks Inc. 2012 24 24 Page
  • Advisors Experience. Architects Expertise. Applications Excellence.We Implement Big Data 25 Page 25 © Hortonworks Inc. 2012
  • Domains - Big Data Use-Case Discovery Verticals Big Data Analytics Value Use-Case Drivers and Patterns Functional areas © Hortonworks Inc. 2012 26 Page 26
  • Big Data roll-out Strategy Business PoV/ RoI Goals, Locate Strategy Collate BIG Budget DATA Technology Identify best Design and POC subset of use-cases Implement Implement Operations Production Integrate People Optimize Add use-casesWe Implement Big Data Page 27 © Hortonworks Inc. 2012
  • Dashboards We created a custom-scoring matrix used for evaluating vendors pros and cons, defining requirements, and weighting against Luminar’s objectivesWe Implement Big Data 28 Page 28 © Hortonworks Inc. 2012
  • Advisors Experience. Architects Expertise. Applications Excellence.We Implement Big Data © Hortonworks Inc. 2012 29 Page 29
  • Architecture Challenges and Design Paul Codding Solution Architect - Hortonworks Page 30 © Hortonworks Inc. 2012
  • Challenges• Project Schedule• Data Loading• Existing R scripts Page 31 © Hortonworks Inc. 2012
  • Cluster Provisioning• Amazon EC2 Instances with EBS storage were used for all components• An Amazon Virtual Private Cloud (VPC) was created for the cluster• Entire cluster was provisioned in less than 4 hours Page 32 © Hortonworks Inc. 2012
  • Security Group: HDP_EXT Security Group: HDP_N AT Tableau Server Tableau Desktop Gateway Server R-Studio Server N AT ELIP & Private IP ELIP & Private ELIP & Private IP ELIP & Private IP ELIP HDP Data N ode 1 Private IP R-Hadoop Serve HDP JobTracker Private IP Private IP HDP Data N ode 2 Private IP HDP Data N ode 3 Private IP HDP Ambari M ySQ L ServerIP Private HDP Data N ode 4 Private IP HDP Data N ode 5 Private IP HDP Data N ode 6 Hive, HCatalog, HDP Secondary Private IP HDP N ameN ode O ozie N ameN ode Private IP Private IP Private IP HDP Data N ode 7 Private IPSecurity Group: HDP_IN T Page 33 © Hortonworks Inc. 2012
  • Architecture Hive M ySQ L Server Sqoop JobTracker Data N odes N ameN ode Data N odes Data N odes Data N odes Secondary N ameN ode Page 34 © Hortonworks Inc. 2012
  • Technologies Used• MapReduce/HDFS• Sqoop• Hive• Hive ODBC Driver• Talend Open Studio for Big Data Page 35 © Hortonworks Inc. 2012
  • Jason Kirkland Franklin Rios Oscar PadillaSr. Dir. Systems Integrators - President – Luminar VP of Strategy – Luminar Hortonworks an Entravision Company an Entravision Company Anand Venugopal Paul Codding Director – Big Data Services Solution Architect - Hortonworks Impetus Technologies © Hortonworks Inc. 2012
  • Next Steps Questions ChannelMarketing@Hortonworks.com Bigdata@impetus.com Download Hortonworks Sandbox www.hortonworks.com/sandbox Sign up for Training for in-depth learning hortonworks.com/hadoop-training/ Follow… @hortonworks, @hortonworks_U Page 37 © Hortonworks Inc. 2012