Overview of analytics at Cabonite and the role played by Snowplow, given by Robert Johnson in April 2016

1. PROJECT HOLOCRON
Carbonite Analytics Platform Overview

2. ROBERT JOHNSON
Director, Analytics Platform
rjohnson@carbonite.com

3. THE VISION
A brief intro of where we
started and where we wanted
to go…

4. carbonite.com
November 2014 — State of Carbonite Analytics
4
• SQL Server Warehouse (Death Star)
• Numerous Pipelines
• Replication from Production Systems
• Reporting Systems
• Cognos
• Tableau
• Digital Analytics
• IBM Coremetrics
• Tealium
• C3 Metrics

5. carbonite.com
We needed more…
5
• Which of our marketing campaigns are
effective?
• Where should we be allocating our marketing
spend?
• What are the weak points in the customer
acquisition lifecycle?
• What features are customers using in our
products?
• How do we optimize web, product, and mobile
workflows? What works?
• What are our customers doing in our
products?
• How do we connect the digital analytics world
with our traditional BI Warehouse?
• We need a scalable, cost effective solution
• We wanted a lambda architecture (batch and
stream processing)
• We wanted to use AWS
• We didn’t want a proprietary internal system
• We wanted to use and create as much open
source technology as possible
• Do we build or buy?

6. carbonite.com
Project Holocron — Build a modern Data Warehouse solution
6
• Our research
• Hortonworks / Hadoop
• AWS EMR, Kinesis, Redshift
• re:Invent, Hadoop Summit, etc.
• We found the winning infrastructure
• AWS
• Looker
• Snowplow
• Redshift

7. OUR JOURNEY
How this awesome open
source project propelled us
forward…

8. carbonite.com
2015, Q1 - Onboarding
8
• Goals
• Get Snowplow Up and Running
• Get Web data flowing (tracking beacons)
• Setup Looker
• Create proof of concept, sample, reports
• How we achieved our quick wins
• Managed Snowplow Hosting (1 week!)
• Deployed Beacon to all of our sites
• Worked with Looker and Snowplow to
create a new Event model in Looker
• Created basic page view and session
reports

9. carbonite.com
2015, Q2 - Digging In
9
• Goals
• Replace Coremetrics
• Create a web marketing attribution
framework
• Create a stable operations platform
• How we achieved our quick wins
• Created dozens of reports in Looker
based on customer requirements
• Took advantage of Snowplows built in
Web Events (Page views, link clicks, etc.)
• Worked with our CMO to create a best in
class marketing measurement framework
(PCT)
• Starting managing links in Excel (yuck)
• Migrate Redshift to separate AWS prod
account (protecting corporate-side data)
• Cluster management with Ansible and
CloudFormation
• Ansible management of IAM
• Implemented a Blacklist

10. carbonite.com
2015, Q3 - Adoption Hurdles
10
• Goals
• Solve our Looker adoption issues
• Get Link attribution info into Redshift
• Standardize Event and Tag management
across projects
• Support Cart, Form Tracking, and
Custom Events
• Ensure Operational Integrity of Platform
• How we achieved our quick wins
• Created a Django API (Viceroy) for
managing and storing PCT attributed links
• Updated API to support Blacklist
management
• Set aside a strike team to sit with
Marketing to help communication and
adoption
• Use Viper to standardize all of the
analytics libraries we use (Google, HotJar,
Optimizely, Tealium, etc.)
• Use Viper to provide standardized API for
Custom IGLU events
• Created Operational processes to
watchdog our data (with Looker Reports)

11. carbonite.com
2015, Q4 - Adoption Hurdles
11
• Goals
• Provide Link Management capabilities
as a self-service utility to Marketing
• Find a Cost Management solution for
AWS
• Create a means of increasing
confidence in our platform data
• Find a utility that will help us with more
complex ETL tasks such as Click
Streaming and Data Ingestion
• How we achieved our quick wins
• We released Alpha and Beta of Project
Viceroy Link Builder using ReactJS/
Redux
• We chose CloudHealth for cost
management, it’s awesome
• We created a prototype weekly “Ion
Cannon” email to help us determine what
we want to automate later
• We implemented Databricks so that we
could perform advanced analytics using
Spark

12. carbonite.com
2016 and beyond…
12
• Goals
• Implement a system of Monitoring our
Marketing Tags for performance issues
and auditing
• Instrument our Products with Event
Tracking
• Convert many of our Looker PDTs to
Spark / EMR
• How we achieved our quick wins
• We’ve implementing TagInspector
Realtime and Scanner
• Viper 2.0 for Endpoint and all sites
• Android Tracker for Mobile
• Custom Events and Contexts for all!
• We’re implementing Informatica Cloud
• Working with the Snowplow team to
customize the Enrichment process to use
Spark
• Databricks for Dev and Test, EMR for
Prod

13. carbonite.com
Project Viper
13
• The Analytics Team “Tag”
• Decouple our efforts from the Web Teams
• Single place to manage all of the various Analytics Tags
• Single line of JavaScript for all of our needs
• An Open Source Dev Side “Tag Manager”
• To be Open Sourced in 2016
• Event Driven Framework
• Built in JS ES6/2015
• Custom NPM Modules for Viper Plugins
• Snowplow Support
• Tealium Support
• TagInspector Support
• … and more

14. carbonite.com
Project Viceroy
14
• Web Attribution Management
• Built on our PCT Framework
• Marketing Manager friendly, easy to use
• Manage Marketing Attribution
• REST API
• ReactJS Frontend
• Create Placements
• Ad Server Templates (Marin, DCM, etc.)
• Email Systems (Responsys, Exact Target, etc)
• Direct Links
• bit.ly links
• Standardized Attribution
• No more typos
• No more missing parameters
• No more malformed links

15. THANK YOU! QUESTIONS?
Robert Johnson
Director, Analytics Platform
rjohnson@carbonite.com