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Data is the Soil For eBusiness:How Akamai Manages & Acts on Big Data for MarketingKhan Smith, VP of ADS & Data Solutions
Akamai — Faster Forward     We remove the complexities of technology so our customers can capture      the opportunity and...
Akamai Lives Big DataAkamai’s IntelligentPlatform™ delivers 96of the top 100 IR, all majorauto & travel sites,and 29 of th...
The Akamai Solution           Site Performance      Application Performance              Web Security             Broadcas...
Grow revenue opportunities with fast, personalized          web experiences and manage complexity from peak          deman...
Full Funnel Marketing Solution                                           IN-MARKET                                        ...
Big Data Powers Our Marketing Solutions  We collect, analyze, and  model more than one  million user actions  every minute...
What           Avoid data theft and downtime by extending the           security perimeter outside the data-center andHow ...
Integrating Platforms, Data Sources & Media Channels                        ©2012 AKAMAI | FASTER FORWARDTM
3 Elements     Infrastructure   Differentiation                   Execution         ID                   Data             ...
Infrastructure                          ID                          Collection                          Storage           ...
User ID’s: Dealing with Fragmentation                         ©2012 AKAMAI | FASTER FORWARDTM
Data Collection: The “Pixel Problem”Totally unique to theindustry and exclusive to                                        ...
Data StorageADS processes over 7TB of data and around 1B shopping/browsing events per day.     Each of our two data platfo...
Differentiation                          Data                          Modeling                  ©2012 AKAMAI | FASTER FOR...
Data is a Commodity?                       ©2012 AKAMAI | FASTER FORWARDTM
All Data Equal?        Inferred         3rd Party                   Transactional                   ©2012 AKAMAI | FASTER ...
Akamai Data Co-opAkamai manages the world’s largestprivate commerce online data set 500+ sites contributing all   transac...
What is the Co-op Model?• Anonymously aggregated• Real vs. inferred                       ©2012 AKAMAI | FASTER FORWARDTM
Execution               Media               Analytics               Reporting            ©2012 AKAMAI | FASTER FORWARDTM
Data Modeling: Feeding the FunnelProcessing $100K+ transactions and 1 million behavioral data points                      ...
Media Challenges       Cookie Matching                           Global Frequency Capping                         ©2012 AK...
Media Powered by Akamai                100% cookie-match with all of our partners                 10ms                    ...
Reporting and Analytics        Incrementality                               Multi-Channel Attribution                     ...
Platform at 50,000 Feet         First-Party:                                       Data Co-op                          ©20...
Next Exit:                         The Future©2012 AKAMAI | FASTER FORWARDTM
Future: “Trading Pages”                          ©2012 AKAMAI | FASTER FORWARDTM
Market Problem: CMO’s Perspective  Customer Centricity Requires CMOs to Drive Data and Channel Integration to             ...
What is Personalization?         Merchandising                                       Recommendations               CRM    ...
A Marketer’s DilemmaMarketers wrestling with….1. How can I merge my desperate data sets?2. How can I leverage other data s...
Market Problem: CMO’s PerspectiveTo achieve this goal, CMOs mustultimately partner and collaboratewith their CIO’s.Trends:...
Market Problem: Multi-Channel Users = FragmentationMessaging:                                                Data:Recogniz...
The Personalization Stack                  Personalization/Recommendation Engine                  Modeling/Segmentation   ...
Point Solution or Integrated Solution?          Point Solutions                                     Integrated Stack      ...
Closing Thoughts……                                         Big Data                     ©2012 AKAMAI | FASTER FORWARDTM
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Data is the soil khan smith create tech 2012

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Transcript of "Data is the soil khan smith create tech 2012"

  1. 1. Data is the Soil For eBusiness:How Akamai Manages & Acts on Big Data for MarketingKhan Smith, VP of ADS & Data Solutions
  2. 2. Akamai — Faster Forward We remove the complexities of technology so our customers can capture the opportunity and meet the demands of the hyperconnected world. ©2012 AKAMAI | FASTER FORWARDTM
  3. 3. Akamai Lives Big DataAkamai’s IntelligentPlatform™ delivers 96of the top 100 IR, all majorauto & travel sites,and 29 of the top 30 M & Ecompanies. ©2012 AKAMAI | FASTER FORWARDTM
  4. 4. The Akamai Solution Site Performance Application Performance Web Security Broadcast Video Operator CDN Mobile Performance Cloud Performance Software Distribution Custom Networks Advertising Decisions©2012 Akamai Akamai Confidential ©2012 AKAMAI | FASTER FORWARDTM
  5. 5. Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.©2012 AKAMAI | FASTER FORWARDTM
  6. 6. Full Funnel Marketing Solution IN-MARKET CONSUMERS AWARENESS Start the conversation Avoid data theft and downtime by extending the security perimeter outside the data-center and NEW & protect from increasing frequency, scale and < LAPSED PROSPECTING sophistication of web attacks. CUSTOMERS Drive new user growth and re-engagement RECENT SITE VISITORS, REMARKETING CART ABANDONERS Deliver efficient conversions ©2012 AKAMAI | FASTER FORWARDTM
  7. 7. Big Data Powers Our Marketing Solutions We collect, analyze, and model more than one million user actions every minute. ©2012 AKAMAI | FASTER FORWARDTM
  8. 8. What Avoid data theft and downtime by extending the security perimeter outside the data-center andHow protect from increasing frequency, scale and sophistication of web attacks. ©2012 AKAMAI | FASTER FORWARDTM
  9. 9. Integrating Platforms, Data Sources & Media Channels ©2012 AKAMAI | FASTER FORWARDTM
  10. 10. 3 Elements Infrastructure Differentiation Execution ID Data Media Collection Modeling Analytics Storage Reporting ©2012 AKAMAI | FASTER FORWARDTM
  11. 11. Infrastructure ID Collection Storage ©2012 AKAMAI | FASTER FORWARDTM
  12. 12. User ID’s: Dealing with Fragmentation ©2012 AKAMAI | FASTER FORWARDTM
  13. 13. Data Collection: The “Pixel Problem”Totally unique to theindustry and exclusive to Grow revenue opportunities with fast, personalized 10msAkamai customers, pixel- web experiences and manage complexity from peakfree data collection is core demand, mobile devices and data collection.to our ad system 15ms ©2012 AKAMAI | FASTER FORWARDTM
  14. 14. Data StorageADS processes over 7TB of data and around 1B shopping/browsing events per day. Each of our two data platform installations are 100 machine Hadoop clusters:Grow revenue opportunities with fast, personalized • Approx 800 cores web experiences and manage complexity from peak demand, mobile devices and data collection. • 1.6 TB RAM • 400 TB (raw) Akamai Edge Networks Data Platform Data Platform West (1 of 2) East (2 of 2) ©2012 AKAMAI | FASTER FORWARDTM
  15. 15. Differentiation Data Modeling ©2012 AKAMAI | FASTER FORWARDTM
  16. 16. Data is a Commodity? ©2012 AKAMAI | FASTER FORWARDTM
  17. 17. All Data Equal? Inferred 3rd Party Transactional ©2012 AKAMAI | FASTER FORWARDTM
  18. 18. Akamai Data Co-opAkamai manages the world’s largestprivate commerce online data set 500+ sites contributing all  transactional data Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak Leading e‐commerce sites across  demand, mobile devices and data collection. all major retail verticals More than 300mm unique cookies  seen every month, re‐scored  every day ©2012 AKAMAI | FASTER FORWARDTM
  19. 19. What is the Co-op Model?• Anonymously aggregated• Real vs. inferred ©2012 AKAMAI | FASTER FORWARDTM
  20. 20. Execution Media Analytics Reporting ©2012 AKAMAI | FASTER FORWARDTM
  21. 21. Data Modeling: Feeding the FunnelProcessing $100K+ transactions and 1 million behavioral data points every minute Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak Real demand, mobile devices and data collection. Time Modeling ©2012 AKAMAI | FASTER FORWARDTM
  22. 22. Media Challenges Cookie Matching Global Frequency Capping ©2012 AKAMAI | FASTER FORWARDTM
  23. 23. Media Powered by Akamai 100% cookie-match with all of our partners 10ms Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. 15msGlobal frequency capping across all the major networks and exchanges, as well as direct publishers sources. ©2012 AKAMAI | FASTER FORWARDTM
  24. 24. Reporting and Analytics Incrementality Multi-Channel Attribution ©2012 AKAMAI | FASTER FORWARDTM
  25. 25. Platform at 50,000 Feet First-Party: Data Co-op ©2012 AKAMAI | FASTER FORWARDTM
  26. 26. Next Exit: The Future©2012 AKAMAI | FASTER FORWARDTM
  27. 27. Future: “Trading Pages” ©2012 AKAMAI | FASTER FORWARDTM
  28. 28. Market Problem: CMO’s Perspective Customer Centricity Requires CMOs to Drive Data and Channel Integration to Deliver Personalized Messaging . ©2012 AKAMAI | FASTER FORWARDTM
  29. 29. What is Personalization? Merchandising Recommendations CRM One-to-One ©2012 AKAMAI | FASTER FORWARDTM
  30. 30. A Marketer’s DilemmaMarketers wrestling with….1. How can I merge my desperate data sets?2. How can I leverage other data sets to enrich my understanding of the customers?3. Where should I store and model this data?4. How can I make customer data and insights actionable & measurable across channels?5. How do I use this data without privacy issues?6. How do I ensure that my data is safe? ©2012 AKAMAI | FASTER FORWARDTM
  31. 31. Market Problem: CMO’s PerspectiveTo achieve this goal, CMOs mustultimately partner and collaboratewith their CIO’s.Trends:•Marketing orgs realizing hiring IT isredundant•A recent WSJ article cites the case ofMotorola Solutions, whose CMO created adedicated technology team that works withthe unit’s CIO. ©2012 AKAMAI | FASTER FORWARDTM
  32. 32. Market Problem: Multi-Channel Users = FragmentationMessaging: Data:Recognizing Multi-Channelcustomers Users alsoacross multiple means that thechannels, valuable dataespecially in you need forour multi- your programdevice world, is fragmentedis quite difficult across these channels ©2012 AKAMAI | FASTER FORWARDTM
  33. 33. The Personalization Stack Personalization/Recommendation Engine Modeling/Segmentation Analytics/Reporting Taxonomy Library Data Storage & Management Data Supply User ID ©2012 AKAMAI | FASTER FORWARDTM
  34. 34. Point Solution or Integrated Solution? Point Solutions Integrated Stack ©2012 AKAMAI | FASTER FORWARDTM
  35. 35. Closing Thoughts…… Big Data ©2012 AKAMAI | FASTER FORWARDTM
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