SnowCamp 2016 - Apache Unomi Introduction

Apache Unomi: an introduction I SnowCamp 201611
APACHE UNOMI: AN INTRODUCTION
CHRISTOPHE LAPRUN, SENIOR SOFTWARE ENGINEER, JAHIA
@METACOSM

Context, context, context!
MOTIVATION

MORE DATA THAN EVER
BUT CAN YOU USE IT?
Mobile IoTWeb
(Big)Data
Profit?

PROFIT?
SHOW ME THE MONEY!
For enterprises, it’s all about making sense of
the context
Information is
⎯
coming from lots of different sources
⎯
split in shards, each a facet of the real user
Information systems do not usually play well
together
Need to unify information streams and simplify
access and analysis to get actionable data

THE OTHER SIDE OF THE COIN
HEADS OR TAILS?
The other side of the data equation is, of course,
users
User targeting often fails or, on the other end of
the spectrum, works too well (creep factor)
What do users want?
⎯
Targeted, appropriate, interesting content
when consented
⎯
Completely anonymity, sometimes

TRUST ISSUES
It takes 20 years to build a
reputation and five minutes to ruin it.
- Warren Buffet

This one’s just right!
GOLDILOCKS ZONE
User needsBusiness needs

THE IDEA
WHAT IF?
Aggregate user information in a single context-
providing server
Provide a single entry point to unify context
management both for users and enterprises
Able to import / export data from other systems
Make it open & extensible and standardize it
Provide users with privacy controls

INTRODUCING UNOMI
YOU KNOW ME?
A Java implementation of the context server
concept
Built on top of proven technologies for
scalability and ease of extension
Aimed at being the reference implementation of
the upcoming OASIS Context Server standard

Unomi
10
UNOMI ARCHITECTURE
OVERVIEW
REST API
OSGi Services
Persistence SPI
Apache Karaf
Apache CXF
Elasticsearch
Plugins
Plugins
Plugins

TARGETED FUNCTIONALITIES
A LITTLE FOR EVERYONE
UNOMI
User tracking
Event tracking
Goal tracking, scoring Segmentation Form
Input
tracking
Download
tracking
Impersonation
(personas)
A/B testing
Profile
(visitor,contact,leads)
management and export
Reporting
Privacy
management

ARCHITECTURE DESIGN GOALS
FROM LESSONS LEARNED THE HARD WAY
1
2
3
Avoid putting additional
load on client nodes
Highly scalable
(avoid node cross-talk)
Make it easy for clients to
create UIs to define and
use collected data
4
5
6
Integrate with existing
systems
Capable of driving external
systems if needed
Make it easy to extend core
functionality via plugins

SCALING ARCHITECTURE
THROWING MORE SERVERS AT THE PROBLEM
Unomi CMS
Issue
trackingCRMSocial

INTERACTION WITH UNOMI
RULES
ACTIONS
SEGMENTS
EVENTS
CONTEXT
CONDITIONS
PROFILES
TYPICALLY…
UNOMI
REST
API

EXAMPLE CONTEXT
digitalData = {
"loaded": true,
"user": [{
"profiles": [{
"profileInfo": {
"profileId": "d6454520-f2b6-40b7-829c-d17214f209d1”,
"firstName": "Serge",
"lastName": "Huber”,
"userName": "Serge Huber",
"email": "bhillou@yahoo.com",
"gender": "male”,
"itemClass": "org.oasis_open.context.server.api.User",
"segments": ["alwaysTrue", "maleGender"]
}
}]
}]};
LEVERAGING CUSTOMER EXPERIENCE DIGITAL DATA LAYER 1.0

UNOMI SERVICES
STUFF THAT ACTUALLY DOES STUFF…
PROFILES
Manages profiles and personas
(loading, updating, saving,
deleting, merging, …)
PRIVACY
Manages privacy (anonymous
browsing, event filtering, profile
deletion)
QUERIES
Performs queries against the
stored data (events, profiles, …)
SEGMENTS
Manages segments (definitions,
loading, saving, scoring)
DEFINITIONS
Manages property types,
condition types, actions types,
tags and other metadata
CLUSTERING
Manages the cluster of  
context servers

VISITOR PROFILES
PROFILING MADE EASY
A profile is created as soon
as a visitor arrives on a site
Populated through events,
such as page views, CMS login,
Social login, mobile action,
beacon detected or form
submissions
Sessions are tracked for each
profile, history of navigation
is accessible too.

SEGMENTS
I’M A PERSON, NOT A SEGMENT
Designed
for easy
GUI
creation
Conditions
match user
profile
properties
Potentially
complex
assembly of
conditions
Example  
Profiles younger than 25
and have an income of
more than USD 100’000
(young rich segment)

EVENTS
I DID WHAT WHEN? REALLY?
Client or server-side events can be sent to
Unomi.
Events are processed natively or via plugins,
synchronously or asynchronously (e.g. using
Apache Mahout)

IMPERSONATION (PERSONAS)
FOR WHEN YOU WISH YOU WERE SOMEONE ELSE
Persona definitions make it possible to
“emulate” a certain type of profile, e.g : US
visitor, non-US visitor, search engine bot, …
Predefined personas but you can of course
define your own
Allows front-ends to create personalisation UIs
to quickly test changes based on persona
profiles

RULES
ONE SERVER TO RULE THEM ALL!
Conditions evaluate to a boolean that will
determine if the actions of the rule are executed
or not
Conditions may be complex, using Boolean
operators for building sub-conditions
Conditions and actions are either pre-defined or
defined as part of a Unomi plugin
WHEN conditions THEN actions

PROFILE MERGING
BECAUSE MERGING PEOPLE IS CREEPY
A single (physical) visitor may come to a web site or web
service using different devices or browsers

PROFILE MERGING
BECAUSE MERGING PEOPLE IS CREEPY
Each visit will (initially) generate a separate profile ID
Upon visitor identification (usually after login), the current
profile will be merged with any existing profiles with the
same identifier
Any tracking cookies will be modified to be associated with
the identifier of the merged profile
Recognized visitors will therefore be tracked across devices,
as the same profile instead of different ones

PLUGINS
ROOM TO GROW, IN ALL THE RIGHT SPOTS
Custom conditions to be used in segments or
rules
Custom actions to be used in rules
Custom session or profile property definitions
Resource bundles
Predefined rules
Predefined segments
Predefined scoring
PLUGINS MAY INCLUDEPlugins are OSGi bundles that may extend the
built-in functionality of the Context Server

PERSISTENCE
SAVING THOSE PRECIOUS MOMENTS
⎯
Service Provider Interface
⎯
Default implementation : Elasticsearch
⎯
Elasticsearch provides out of the box :
⎯ NoSQL JSON document storage
⎯ Built-in scaling and clustering
⎯ Separate nodes for data storage  
& query execution
⎯ Powerful query sub-system
⎯ Apache License

REST API
EXPOSING OURSELVES TO THE OUTSIDE, CLEANLY
FUNCTIONALITIES
⎯
Implemented using Apache CXF
⎯
JSON binding to keep things simple
⎯
Exposes most of Unomi’s built-in services
⎯
Protected by Karaf container security
⎯
Will be standardized by OASIS Context
Server specification
⎯
Can be used to either built administration UI
or interface with third party systems

PRIVACY SERVICE
MAYBE, YOU KNOW ME A BIT TOO MUCH…
Server and event discovery
Current visitor profile access
Retrieving and setting list of events that may or
may not be collected for current profile
Management of anonymous browsing, including
anonymous collection activation or anonymizing
of previously collected data
Profile deletion
3rd PARTY UI
CREATION
OPPORTUNITY

ALGORITHMS
GAINING INSIGHTS ON COLLECTED DATA
Native support for “algorithms” to process/mine
data and extract additional knowledge is being
discussed
Would provide more functionality out of the box
If standardized, potential for re-usability
between implementation is intriguing
Open source reference implementation should
help interoperability
LET THE
COMMUNITY
DISCUSS AND
PROPOSE

ALGORITHMS
OUR IDEAS
RECOMMENDATION ENGINE
SIMILARITY ENGINE
APACHE MAHOUT INTEGRATION
$BIG_DATA_FRAMEWORK
INTEGRATION

CONNECTORS
EXTENSION POINTS
CUSTOM
CONDITIONS
may be used to
perform dynamic
data exchanges
upon incoming
events
can perform
calls to external
services
EXTERNAL
SERVICES
may use Unomi’s
public URLs or
administration URLs
to access REST
services (for
querying, reporting,
editing, etc)
EXTERNAL
SYSTEMS
may push data into
Unomi either
through events
DIRECT
ACCESS
to ElasticSearch
is also possible
to directly
interface with
the persistence
system
CUSTOM
ACTIONS

A.K.A. CXS
OASIS CONTEXT SERVER STANDARD

AN OVERVIEW WITH LOTS OF COMPETITORS
Co-chairs
Serge Huber
Jahia
Thomas Sigdestad
Enonic
Established technical
committee in April 2015

MEMBER COMPANIES
YOU?

GOOOOAAAAAAALLLLLLSSSSS!
PROVIDE A STANDARD
▪
A context server REST API
▪
An associated domain model
▪
An open source reference
implementation (Apache Unomi)
APPROVED
Make sure that the
standard is based on real
needs of the industry
DESIGNED FOR GREATNESS
Not only CMS-specific, designed
to integrate with as many tools as
possible (CRM, ERP, mobile
applications, …)

WORK ORGANIZATION AND WORK DONE
https://www.oasis-open.org/committees/cxs/
PLEASE JOIN IF
YOU WANT TO
HELP
Whole TC meets once per month
2 workgroups meet once per week
CURRENT STATUSMEETINGS
⎯ Use case listing & discussions :
completion
⎯ Domain model definition :
undergoing
⎯ REST API : to be done
⎯ Formal specification : to be done

Open-source to make it
your own
APACHE UNOMI

INCUBATOR
WHO TO BLAME! ☺
https://unomi.incubator.apache.org/
Champion
Jean-Baptiste Onofré
Talend
Mentor
Bertrand Delacretaz  
Adobe
Mentor (Retired)
Roman Shaposchnik
Pivotal
Mentor
Chris Mattmann
NASA JPL

COMMERCIAL APPLICATIONS
COMPLETELY GRATUITOUS PLUG
Build your own !
It’s the beauty  
of the Apache
License !
First (known) application  
Jahia Marketing Factory

TAKING SOME RISKS, LIVE!
DEMO
JAHIA MARKETING FACTORY + UNOMI
AN EXAMPLE APPLICATION

YOUR TURN
HAVE YOU BEEN READING THESE?
Q & A

LEARN MORE
THANK YOU SO MUCH FOR YOUR ATTENTION!
OASIS CXS standard
https://www.oasis-open.org/committees/cxs/
Unomi incubator web site
http://unomi.incubator.apache.org/
Unomi git repository
https://git-wip-us.apache.org/repos/asf?p=incubator-
unomi.git
Jahia Marketing Factory
https://www.jahia.com/software/for-marketers/
marketing-factory

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