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Real-time visitor analysis with
Couchbase and Elasticsearch

Jeroen Reijn | @jreijn | #nosql13
follow the Hippo trail
NoSQL Matters 2013

About me
Jeroen Reijn
Software engineer
Hippo
@jreijn
http://blog.jeroenreijn.com

follow the Hippo trail
NoSQL Matters 2013

About Hippo

follow the Hippo trail
NoSQL Matters 2013

Visitor Analysis
OneHippo @ Goto

follow the Hippo trail
NoSQL Matters 2013

OneHippo @ Goto

follow the Hippo trail
NoSQL Matters 2013

OneHippo @ Goto

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NoSQL Matters 2013

Journey based Targeting
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NoSQL Matters 2013

How we analyse
visitors @ Hippo
OneHippo @ Goto

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NoSQL Matters 2013

Registration
Visitor - entity making HTTP requests
Collector - records data about a visitor or his behaviour
Example: location collector (GeoIPCollector)
Targeting Data - all data about a specific visitor
Example: IP address is located in Amsterdam

follow the Hippo trail
NoSQL Matters 2013

Matching
Characteristic - a type of fact about visitors
Example: "comes from a city", "experiences a type of
weather"
Target Group - the specification of a Characteristic
Example: "comes from a European city", "comes from
Amsterdam"
Persona - one or more target groups that describe a
certain type of visitor
Example: "Jim, the European urban consumer",
"Alice, the Pet owner"
follow the Hippo trail
NoSQL Matters 2013

What do we store?
Request log
!

Targeting data
!

Statistics
Averages, e.g. how many visitors became which persona

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NoSQL Matters 2013

Real-time analysis

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NoSQL Matters 2013

How about YOU?
• Do you analyse
your visitors?	


• Do you do it ‘realtime’?

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NoSQL Matters 2013

Architecture
OneHippo @ Goto

follow the Hippo trail
NoSQL Matters 2013

JSON

XML (X)HTML
App server

Hippo Delivery Tier
Hippo Repository

RDBMS

follow the Hippo trail
NoSQL Matters 2013

Request
Delivery Tier
URL Matching

Fetch content

Compose output

Response

follow the Hippo trail
Request

NoSQL Matters 2013

Delivery Tier
URL Matching
Collect data
Scoring
Fetch content
Compose output

Response

follow the Hippo trail
NoSQL Matters 2013

Scaling
OneHippo @ Goto

follow the Hippo trail
NoSQL Matters 2013

Scaling out
App server

App server

Hippo Delivery Tier

Hippo Delivery Tier

Hippo Repository

Hippo Repository

RDBMS

follow the Hippo trail
NoSQL Matters 2013

Scaling out
App server
Delivery Tier

App server
Targeting
Datastore

Repository

Delivery Tier
Repository

RDBMS

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NoSQL Matters 2013

What kind of storage?
OneHippo @ Goto

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NoSQL Matters 2013

Typical Data Access Pattern

Several reads

OneHippo @ Goto

Single write

Writer
Datastore

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NoSQL Matters 2013

Analytics Data Access Pattern
Several writes

Single read

Datastore

CMS user

Writers

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NoSQL Matters 2013

Targeting Data Access Pattern
Several writes

Single read

Several reads

Datastore

CMS user

Visitors

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NoSQL Matters 2013

Distributed Cache

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NoSQL Matters 2013

Requirements
change!
OneHippo @ Goto

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NoSQL Matters 2013

NoSQL ?
OneHippo @ Goto

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NoSQL Matters 2013

Suitable types
• Key-value store
• Document database
• Column oriented store

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NoSQL Matters 2013

Assessment Criteria
Maturity

Data model

Scalability

Replication

Performance

Reliability

Caching model

Query model

Consistency model

Support

Monitoring
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NoSQL Matters 2013

Selection Criteria
• Performance	

• Scalability	

• Schema flexibility	

• Simplicity

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NoSQL Matters 2013

Couchbase
OneHippo @ Goto

follow the Hippo trail
NoSQL Matters 2013

Why Couchbase?
• Drop-in replacement for memcached
• Read/Write-through cache
• High throughput
• Easily scalable
• Schema flexibility
• Low latency
follow the Hippo trail
NoSQL Matters 2013

Couchbase
• Open Source
• Document-oriented
• Easy Scalable
• Consistent High Performance
• Apache licensed
follow the Hippo trail
NoSQL Matters 2013

Performance
•
•

Object managed cache
Write Queue to disk

follow the Hippo trail
NoSQL Matters 2013

Easy scalable
• Auto sharding
• Cross cluster replication (XDCR)
• Master - Master replication

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NoSQL Matters 2013

Flexible data model
• Native JSON support
• Incremental Map Reduce
• Gives power to the developer

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NoSQL Matters 2013

How we run
Couchbase @ Hippo
OneHippo @ Goto

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NoSQL Matters 2013

Load Balancer

Hippo Delivery Tier

Database cluster

Couchbase cluster

• Request log data
• Targeting data
• Statistics data
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NoSQL Matters 2013

Analysis capabilities
• Querying via views	

• Secondary indexes via views	

• Views based on Map - Reduce	

• Limited ad-hoc query capabilities

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NoSQL Matters 2013

Elasticsearch
• Apache Lucene
• Designed to be distributed
• Schema free
• Apache license
• RESTful API
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NoSQL Matters 2013

Added value
• Unstructured search
• Structured search
• Faceted search
• Geo spatial search
• Combinate all
• All in (near) real-time
follow the Hippo trail
NoSQL Matters 2013

Replication

Read

ry
ue

Write

/Q

Java API

ad
Re

Hippo Delivery Tier

Couchbase Server Cluster

Elasticsearch Server Cluster

XDCR

Couchbase
Transport plugin

follow the Hippo trail
NoSQL Matters 2013

What’s Next?
OneHippo @ Goto

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NoSQL Matters 2013

Advanced analytics

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NoSQL Matters 2013

{ Demo }
OneHippo @ Goto

follow the Hippo trail
NoSQL Matters 2013

!

Thanks!
OneHippo @ Goto

!

j.reijn@onehippo.com
@jreijn
www.onehippo.com

follow the Hippo trail

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