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Customer Keynote by [m]PLATFORM – Couchbase Connect New York 2017

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As an ad tech leader, [m]PLATFORM depends on fast, flexible data to deliver insights for their customers. See how they use one of our largest and densest deployments to build engaging experiences that deliver the right content at the right time.

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Customer Keynote by [m]PLATFORM – Couchbase Connect New York 2017

  1. 1. CHRIS CHATTERTON Senior Vice President, Global Technical Operations
  2. 2. 2 SOURCE: RECMA, 2016 GroupM is the world’s largest media investment group with more than $102bn billings (RECMA, 2016). We’re responsible for one in three ads globally.
  3. 3. WHAT IS ?
  4. 4. KNOW YOUR AUDIENCE
  5. 5. 5 CUSTOMER PROFILE* BEHAVIORAL PROFILE PERSONAL PROFILE Age Gender HHI Status 30-35 Female $115K Married TECHNOGRPHIC PROFILE Personal Personal Shared Work Personal Shared Sales Stage Value Based Loyalty Program Upsell Target High Value Customer VIP Cardholder Intent Interest Predicted Intent Air Travel Investing Sport Utility Vehicle PURCHASE PROFILE Top Spender Frequent Spender Brand Loyalty Women’s Fashion Organic Food Apple BRAND PREFERENCE AUDIENCE GRAPH CONNECTS DISPARATE DATA ATTRIBUTES TO A UNIVERSAL IDENTIFIER FOR COMPREHENSIVE AUDIENCE PORTRAIT [mp]ID CONNECTS DEVICES & AUDIENCE ATTRIBUTES TO PEOPLE *SPECIFIC TO EACH ADVERTISER AND ONLY CAN BE ACCESSED OR USED BY THE DATA OWNER
  6. 6. • Argentina • Brazil • Chile • Colombia • Peru • Uruguay • Venezuela • Canada • Mexico • Puerto Rico • US • Austria • Belgium • Czech Republic • Denmark • Finland • France • Germany • Hungary • Italy • MENA • Netherlands • Norway • Poland • Portugal • Romania • Russia • Slovakia • South Africa • Spain • Sweden • Switzerland • Turkey • UK • Australia • China • Hong Kong • India • Indonesia • Japan • Korea • Malaysia • New Zealand • Philippines • Singapore • Taiwan • Thailand • Vietnam OVER 1.1 BILLION ADDRESSABLE USERS DAILY • 50+ Markets worldwide • 50,000 Learned behaviors per second • 4,200 Behavioral dimensions • 50+ Activation platform syncs GLOBAL INSIGHTS
  7. 7. THE CHALLENGE
  8. 8. CHALLENGE S TO BUILDING Disruptive technology, commodity hardware Submillisecond to 1 millisecond response rates Handle different types of large documents Scale linear
  9. 9. THE SOLUTION
  10. 10. IDENTITY [MP]ID Cross-device graph Demographics DATA INPUTS 1st party data 2nd party data Data Coops Partner data AUDIENCE SEGMENTS TEMPORARY SATELITE LAKE / MODELING MART (AWS RDS/S3) Analytics Applications Standard Apps • P2C • Attribution • R&F… Custom Apps • Python • R • SQL… PERMANENT DATA LAKE Job Scheduler Application Execution FILE FTP/S3/… DB API DATAMODELLING Behavioral + AUDIENCE DOWNSTREAM ANALYTICS
  11. 11. 11 1st party data 2nd party data Data Co-ops Partner data DATAMODELLING Overview Audience Discovery Interest / Intent Audience Extension (look-alike modelling) Segmentation IDENTITY RESOLUTION DATA INPUTS AUDIENCE PLANNING AUDIENCE SEGMENT Segment A Segment B Segment C Segment … DATA FEEDS Log-data Bid Data Tracking Data Aggregated Data PERMANENT DATA LAKE CUSTOM DATA CampaignSetUp:KPISetting SingleorMetaDSPSearch/Social Client Data Local Market Data Overall Digital Social Audience VISUAL STORIES Programmatic Search Media Performance Signals/TagR/BidR STANDARD ANALYTICS REPORTS R&F Attribution P2C / T2C … VISUALIZATION OUTSIDE [m]PLATFORM Power-BI Tableau Cross-device graph BehavioralDemographics Temporary Satellite Lake/ Modeling Mart (AWS RDS/S3) Standard Apps - P2C - Attribution - R&F… Custom Apps - Python - R - SQL… Job Scheduler Application Execution FILE FTP/S3/… DB API ANALYTICS APPLICATIONS
  12. 12. OVERALL VOLUME 8.5B events/day globally 255B events/ month Over 2X growth from previous years 3X projections in the next 18 months
  13. 13. THE DEPLOYMENT
  14. 14. DATA CENTERS GLOBALLY Ashburn, VA Frankfurt, Germany Hong Kong DATA CENTERS GLOBALLY3 China DATA CENTER ONLINE JULY/AUG4TH
  15. 15. Expanding to 192 nodes globally by end of May Each server has 32 Cores / 768GB RAM / 24 240GB SSD 127 total nodes globally 2 Clusters per data center COUCHBASE CONFIGURATION
  16. 16. SUCCESS WITH COUCHBASE 67% node growth in 12 months 90% increase in documents 99% increase in ops/sec
  17. 17. STRATEGIC GROWTH WITH COUCHBASE Collaborate to scale Maintain performance of sub millisecond to 1 millisecond response rates Innovate together on new feature sets
  18. 18. THANK YOU PRESS INQUIRIES: ekapat@groupm.com

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