CTO Summit 2016: Navigating Build vs. Buy at CleverTap

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The most important question a CTO must answer is whether to build or buy their analytics solution. Sunil Thomas, CEO for CleverTap recently addressed these challenges at the CTO Summit 2016. Learn the key foundation of analytics and how to navigate what platform solution is best for your engineering team.

Engineering

Navigating Build vs Buy at CleverTap
(What if Michelangelo had used clip art to paint the Sistine Chapel)
Sunil Thomas
Cofounder & CEO, CleverTap

•  Strong foundation of Analytics
•  Flexible ad-hoc discovery of patterns
The Problem Statement
Relevant
Timely
Personalized
Relevant, Timely & Personalized Messaging at Massive Scale
•  Interactive Speeds
•  Realtime
•  On Demand availability of data
•  Don’t know what ﬁelds are important when

The Foundation of Analytics
★ “Traditional” Analytics
-  Reports, Trends
-  Metrics: DAUs, MAUs
-  Funnels, Cohorts
★ Actionable Analytics
-  Interactive Speeds
-  Realtime
★ Prescriptive Analytics
-  Need Control
-  Hard to model all problems as Map & Reduce
Breaking it down one more layer

The Ground Reality …
★ 3 Tech Founders at a friend’s Conference Room
★ No Money, No Resources
★ Time to Market was the #1 Priority – by far!
2013. 3 years ago.

The Good Engineers …
★ Storage Stack was going to make or break this
★ What can we start with?
★ Too many Advantages
-  Lesser Unknowns, Tested
-  Future Hiring, Skills
-  …
★ Focus on Scalable Architecture
With Time to Market as Key

•  Traditional DBs mostly work ( Hadoop, SQL, etc. )
Evaluating Possibilities
Actionable
Analytics
•  Traditional DBs start breaking down
-  Indexing, Optimizing for RAM usage
•  Having full Control was critical
-  Running ML models, linear regressions etc.
Traditional
Analytics
Prescriptive
Analytics

The Hard Decision
We decided to Build
★ Beneﬁt of solving for a limited problem
-  Time Series
-  Events & Properties
-  Compression – Enumerations, Using every BIT optimally
★ Dev. Ops / IT Side Considerations
-  We struggled with Hadoop when it went down
Only way (in our mind) we could get
1.  Control
2.  Scale

Where we are Today?
2016. 3 years in the Making.
★ 2700+ mobile apps and websites
★ 1+ Billion Events processed daily
★ 80+ Million messages sent daily
★ 650+ Million devices
Core Technology Advantage
for our business

Our Customer’s Perspective
★ Their Data: Custom Events & Properties
-  Blazing Fast Analytics … adhoc, discovery @ scale
-  Industry leading user segmentation engine
★ Dead Simple Integration:
-  2 API Calls to get a 360 view to understand and engage with your users
★ Magical go-live experience!
-  Live user Segments
-  Automated Action / In-Action Campaigns

Your Own Build vs. Buy Decision
« What technical skills do you need?
-  Can you ﬁnd them?
-  Can you aﬀord them?
« Can you nail your problem statement
before your runway disappears
-  How much advantage in the market does
an optimized solution give you?
BUY
« How much time will you save?
« How much $ will you save?
-  It is not just software cost
« How much of the problem statement
will it fulﬁll
-  Typically it’s 75% or less
-  Is a 75% solution good enough for your
market?
BUILD

Questions
Sunil Thomas
sunil@clevertap.com
@suniltom

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