AWS Customer Presentation - Tell Apart


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AWS Customer Presentation - Tell Apart

  1. 1. Customer Data in Real-time on AWS TellApart Proprietary & Confidential
  2. 2. Five years at Google taught us a few things… • Big data & advertising requires big infrastructure • E-commerce co’s need help with their data • Used in real-time, data can drive serious revenue So in 2009, we founded TellApart (Backed by Greylock & Bain Capital Ventures) TellApart Proprietary & Confidential
  3. 3. The key to predicting online sales is “customer quality” TellApart Proprietary & Confidential
  4. 4. Problem: Customer data is hard to manage & useSolution: Cloud-based data platform & applications Transactional Retargeting First Party Data BETA Real-time &historical data from Audience your site TellApart Customer Unified Targeting Data Quality Customer Platform Score™ List BETA — Shop-a-Like TellApart Customer Acq.Third Party Data PredictiveLicensed consumer Modeling & external data More… Collect Unify Model & Make Act Predict Addressable TellApart Proprietary & Confidential
  5. 5. First Killer App: Display Ad Retargeting 5 TellApart Proprietary & Confidential
  6. 6. We find the high quality shoppers who abandon 6 TellApart Proprietary & Confidential
  7. 7. We only get paid if a visitor clicks & buys 7 TellApart Proprietary & Confidential
  8. 8. Google’s Real-Time Bidding SLAs allow… 120 milliseconds to accept bid request, lookup user, predict CTR & conv. rate, calculate eCPM bid and return ad tag… We do this in 7ms… 10,000+ times per second. 8 TellApart Proprietary & Confidential
  9. 9. They said it couldn’t be done From: To: RTB Guru Subject: RTB on Amazon? Do you know of other RTB shops who are using Amazon AWS to host their bidder? From: RTB Guru To: Subject: Re: RTB on Amazon? Short answer is AWS isnt going to scale, and this aint the first scale point youll hit. 9 TellApart Proprietary & Confidential
  10. 10. With AWS, our infrastructure is efficient,elastically scalable, low latency and redundant US-East-1 Front-end Request Serving• Merchant data Static Content Serving• Real-time bids EBS• Ad impressions • JS Code Front-end Collector Instance • Product images CloudFront Instances (EC2) (EC2) Memcache Instances Batch Processing CloudWatch (EC2) AZ-1a ELB S3 Hadoop Nodes (EC2, EBS) Infrastructure replicated across four availability zones in Cross-region Data Replication two regions SQS AZ-1b TellApart Proprietary & Confidential
  11. 11. AWS’ ability to scale with the massive growth ofour business has been crucial INCREDIBLE UNMATCHED AD RISK-FREE ROI VOLUME PERFORMANCE & NEW REVENUE 3 Billion 7.5% $100M+ Ad Bids/Mo. Avg. User CTR New sales in 2011 Dozens of top retailers use TellApart, including: TellApart Proprietary & Confidential
  12. 12. THANK YOU P.S. WE’RE HIRING! • Machine-learning, Systems & JavaScript/Front-end Eng • • josh@tellapart.com12 TellApart Proprietary & Confidential