Constant Contact: An Online Marketing Leader’s Data Lake Journey

1. Constant Contact: An Online Marketing
Leader’s Data Lake Journey
Matt Laudato
Director, Big Data Analytics
Constant Contact
Session
DMT-3517

2. Agenda
• Introduction – About Constant Contact
• The Analytics Process
• Enabling Analytics through Data Lakes
• Summary
• Q&A

3. About Constant Contact
We Do Digital Marketing – BIG!

4. About Constant Contact
450,000+
customers
Big data.
185,000,000+
emails sent
per day
BIG data.
300,000,000+
subscriber pool
BIG DATA.

5. About Constant Contact
We track and record everything.
opens clicks opt-outs bounces

6. It’s not about counting…
…it’s about insights.
100,000
44% from
just 10%
The Analytics Process
Data Lakes?

7. Use Case: Architecting for AnalyticsThe Analytics Process
Data Lakes?

8. Use Case: Architecting for Analytics
Enabling Analytics through Data Lakes
This... ... Not this

9. What not to do
Data Lake
Operational
Analytics System
Enabling Analytics through Data Lakes

10. The Keys to Data Lake Success
Data
Lake
Architecture
Access
Model
Asset
Inventory
Security
Governance
Enabling Analytics through Data Lakes
Operational Analytics System

11. Reference Architecture for the CTCT Data Lake
Enabling Analytics through Data Lakes

12. Architecture Keys
Enabling Analytics through Data Lakes
• Linear data ingestion time
• Horizontal expansionScale
• Data source patterns
• New data sourcesFlexible
• No SPOF
• Vendor support
• Disaster recovery plan
Reliable

13. Access Model – different strokes
Enabling Analytics through Data Lakes
Can we
predict key
KPIs?
Can I
explore
that data?
How’s the
business
doing?
We need a
new data
set

14. Access Model Keys
Enabling Analytics through Data Lakes
• Operational report writers
• Data Scientists
• Business leaders
• Predictive Modelers
Identify
Stakeholders
• Reporting
• Aggregation
• Modeling
• Visualization
Tools
• Internal Knowledge Bases
• Local experts
• Vendor training
Training

15. Asset Inventory – What’s in your lake?
Enabling Analytics through Data Lakes
ETL and
model
code
Aggregate
data sets
Data
Domains
Reports

16. Asset Inventory Keys
Enabling Analytics through Data Lakes
• Data sources
• Key terms
• Key transformations
Identify
• Data Lineage
• Change procedures
• Usage models
Document
• Organizational shift
• Data stewards lead the charge
• Strict ‘no one-off’ policy
Share

17. Security – Who’s in your lake?
Enabling Analytics through Data Lakes
Access
rights
PCI and
PIIHackers!
Auditing

18. Security Keys
Enabling Analytics through Data Lakes
• Identify PII, PCI Data
• Encrypt in the lakeData
• Access logging and auditing
• Data set and field level security
• Download monitoring
System
• Trust but verify
• Transparent policies
• Training
People

19. Data Governance in the Lake
Enabling Analytics through Data Lakes
Who owns
this data?
What is
data truth?
These
numbers
don’t agree!
It’s a
swamp,
not a lake!

20. Governance Keys
Enabling Analytics through Data Lakes
• Stress the value
• Adopt the behaviorsMindshare
• Minimal governance in lake
• Increased governance in warehouse
• Data domains
Lightweight
• Per-domain process
• Data Glossary
• Data stewards
Repeatable

21. Summary
• It’s a lake, not a swamp – inventory and manage
• Lightweight governance is critical
• Architecture needs to be flexible
• Ignore security at your own risk
• Involve accessstakeholders early and often

22. Questions?
Thank you!
matt.laudato@constantcontact.com
@MattOnData