Big Data

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What is Big Data? How to use it and what to get from it in a multi-platform, multi-channel environment.

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Big Data

  1. 1. BIG DATA PLATFORM, TECHNOLOGY & TOOLS
  2. 2. Summary       Intro – what is Big Data? Objectives Technology approach ETL, infrastructure, applications & tools Existing platforms and tools Evolution
  3. 3. What is Big Data?  Big Data = 3V  High Volume  High Velocity  High Variety  Includes: Capture, Curation, Storage, Search, Sharing, Transfer, Analysis, Visualization
  4. 4. Objectives  Actionable analytics  A/B testing  Channel content automation and optimization  Accountable marketing  Measure marketing initiatives impact  Using predictive technology  Creative discovery  Using BI tools  Explore what questions could be asked
  5. 5. Brand Ecosystem VOLUME / VELOCITY / VARIETY Web & E-commerce Social Media Mobile Applications Ad Serving Data & CRM Platforms & Services
  6. 6. Connecting the dots – Big Data Platform BIG DATA PLATFORM Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  7. 7. Big Data - High Level System Architecture Brand Ecosystem Web Platforms Social Media Mobile Applications Ad Serving Data CRM Platforms Services Events and Data Capturing – Tracking, Logging, ETL Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  8. 8. Big Data - Data Flow & Tools DATA SOURCES Unstructured Data Log Files Exhaust Data Social Media Sensors, Devices DB Data LOG SERVICES DATA WAREHOUSE ANALYTICS REAL TIME DATA STORAGE REPORTING d3.js AUTOMATION, OPTIMIZATION Real Time APIs A/B Testing
  9. 9. Big Data Roles  Program manager   Infrastructure   Project scope definition and planning, delivery, documentation and circulation of an end to end plan, driving a unified message to all stakeholders, provide actionable detail on future requirements, present program status and issues IT Administrators – cluster configuration, management and maintenance Software  Software Engineers – programming and technical analysis for Big Data main solution and related products  Software Architects – solution and application architecture for all related products (ETL, data warehouse, real time databases, platforms and tools)  Data Architects – distributed data storage architecture, related platform and tools database architecture  BI Developers – programming for distributed queries, predictive analysis tools, automation tools  Analysis    Data Analysts – data analysis, reporting tools, cross platform data analysis BI Analysts – predictive multichannel analysis, BI tools Data Scientists – Big Data algorithms for BI and predictive models
  10. 10. Big Data Components      Events and Data Capturing Distributed Infrastructure Platforms & Tools Reporting & Analytics Automation & Optimization Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  11. 11. Events and Data Capturing Every user action or state change on each client platform will be logged using a common structure (Json format):  USER uid, reg_uid    EVENT tstamp, client_id, app_id, obj_id, event_id    Unique identifier for each en user When a user is known (logged, across multiple platforms) merge previous activity (events) on a single thread When the event occurred What event is logged (platform, object, event) CONTEXT ip, uagent, referrer, qstring, geo_coords   User context (application used) IP address and geo-location Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  12. 12. Events and Data Capturing Additional data to be captured to complement user related events and states, such as: Sales information  Context information – weather, events, etc.  Other relevant data Data stored using a common structure (Json) – somewhat similar to user events but related to the context or the business client, not the user  Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  13. 13. Events and Data Capturing  Shared libraries and protocols to be used across all platforms LIBRARIES Browser client library Web & Ecommerce ✔ Social Media Mobile Application s Ad Serving ✔ Data & CRM Platforms & Services ✔ Mobile client libraries ✔ ✔ ✔ ✔ Log files import ✔ Data import ✔ ✔ ✔ ✔ ✔ Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  14. 14. Distributed Infrastructure Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  15. 15. Platforms & Tools    CRM Marketing View Media Publishing Platform Other Platforms & Tools – related to social media, loyalty platforms, ecommerce, CRM, etc. Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  16. 16. Platforms & Tools – CRM Marketing View       Segment CRM users based on a group/segment definition schema Generic admin interface for managing segments and quality control Generic solution for any CRM platform Simplify CRM operations Simplify custom CRM dashboards and reports Integrates smoothly with other Big Data components Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  17. 17. Platforms & Tools – Publishing Platform        Generic scalable platform Easily add any type of input Manage real-time aggregation rules Automatically publish live banners, ads, etc. A/B testing for output media Integration with CRM and live feeds Integration with other Big Data components Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  18. 18. Platforms & Tools – Top Voice    Social media brand influence platform Real time data synchronization Scalable infrastructure & services Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  19. 19. Analytics & Reporting    Big Data Ultimate Dashboards Trends & Semantic Analysis BI Applications & Tools Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  20. 20. Analytics & Reporting – Dashboards      Tableau Software platform Leader on data visualization Connects with relational databases Connects with data stores such as Hadoop, Google Big Query, HP Vertica Rich and interactive dashboards and reports Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  21. 21. Analytics & Reporting – Sentiment Analysis     Nexalogy Process unstructured text data Easily connects with social, CRM or any other brand proprietary data Finds relevant streams of conversations and data Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  22. 22. Analytics & Reporting – BI Applications     BI Tools Sophisticated reports and correlations Predictive technology Software solutions such as Mahout, HP Vertica, R, Platfora, Datameer, SAS, SPSS, PSPP, Pivotal Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  23. 23. Automation & Optimization     Automation services and processes Dynamic and personalized offers and content on websites, social media, mobile, ad banners, etc. Feed Big Data analytics into live input channel applications A/B testing Brand Ecosystem Web Ecommerce Social Media Mobile Application s Ad Serving Data CRM Platforms Services Events and Data Capturing Distributed Infrastructure Platforms & Tools Analytics & Reporting Automation & Optimization
  24. 24. Big Data – Client Facing Tools  Platforms and tools     Media Publishing Platform for real-time content automation CRM Marketing View for cross platform state marketing Other tools integrated with Big Data Analytics & Reporting    Big Data Ultimate Dashboards using Tableau Software Predictive models for content and campaign optimization Possibility to expose query tools directly to end-users
  25. 25. Big Data BEFORE AFTER

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