Elasticsearch as a DMP

•

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Intimate Merger Inc. uses Elasticsearch as a data management platform (DMP) to centrally manage and analyze 360 million user IDs from various sources like partner media, surveys, and access logs. Elasticsearch allows them to easily extract user IDs that match complex conditions and analyze audience groups. For example, they can target ads to females aged 20-29 in Tokyo interested in Hawaii trips. Elasticsearch also facilitates comparing audience groups and identifying key characteristics. The document provides examples of how Intimate Merger uses Elasticsearch for ad targeting and audience analysis.

Intimate Merger Inc.
Elasticsearch as a DMP
Kazuki Matsuda

about me
Kazuki Matsuda
Intimate Merger Inc. (Employees: 9)
Development Division
Job content
• IT Infra Structure
• Development of open DMP - AudienceSearch
• Such as BlueKai, Krux, Demdex

DMP is …
DMP (Data Management Platform) is
• The Platform for centralized management and analyzing
• about Audience Data
• web site, e-commerce
• Internet Survey
• ofﬂine data
• others…
• to achieve the optimization of the marketing action plan

DMP is …
Partner Media
Internet Survey
PrivateDMP 1st Party
Ad Serving
Other Tools
Data Provider

Practical use of Elasticsearch
Our DMP contains 360 Million IDs (3rd Party Cookie)
• Psychographic Data (Partner Media)
• Demographic Data (Internet Survey)
• User Agent (Access Log)
• Geographic Data (remote IP Address & JP)
• etc…
Practical use of elasticsearch
• Extraction of IDs in any conditions
• Analysis of the audience group

Data Flow
Update
Update
Update
JOIN
※Distinct by ID
(KVS)

Data on Elasticsearch
Total Documents: 360 Million
Total Size: 1TB
Sample

Usage example
Case1: Ad Serving
• Target
• Female
• Age: 20-29
• Interested in trip to Hawaii
• in Tokyo
Case2: Analyzing
• Comparison of some audience groups
• Extraction of features

Case1: Ad Serving
Partner Media
Internet Survey
PrivateDMP 1st Party
Ad Serving
Other Tools
Data Provider

Case2: Analyzing
keyword: “elasticsearch"
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In this talk we address two questions: 1) How to use structured data in web search? 2) How to gather structured data? For the first question we identify valuable classes of data, present query classes that can benefit from structured data and describe architecture that combines keyword search with structured search. For the second question we present Data Cloud: An ecosystem of data publishers, search engine (data cloud) and data consumers. We show connection form Data Cloud Strategy to classic notion in economics: network effect in two-sided markets. At the end of the talk an early demo implementation will be presented.

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Elasticsearch as a DMP

1. Intimate Merger Inc. Elasticsearch as a DMP Kazuki Matsuda

2. about me Kazuki Matsuda Intimate Merger Inc. (Employees: 9) Development Division Job content • IT Infra Structure • Development of open DMP - AudienceSearch • Such as BlueKai, Krux, Demdex

3. Elasticsearch as a DMP

4. What is DMP ?

5. DMP is … DMP (Data Management Platform) is • The Platform for centralized management and analyzing • about Audience Data • web site, e-commerce • Internet Survey • ofﬂine data • others… • to achieve the optimization of the marketing action plan

6. DMP is … Partner Media Internet Survey PrivateDMP 1st Party Ad Serving Other Tools Data Provider

7. DMP is … Partner Media Internet Survey PrivateDMP 1st Party Ad Serving Other Tools Data Provider

8. Practical use of Elasticsearch Our DMP contains 360 Million IDs (3rd Party Cookie) • Psychographic Data (Partner Media) • Demographic Data (Internet Survey) • User Agent (Access Log) • Geographic Data (remote IP Address & JP) • etc… Practical use of elasticsearch • Extraction of IDs in any conditions • Analysis of the audience group

9. Data Flow Update Update Update JOIN ※Distinct by ID (KVS)

10. Data Flow Update Update Update JOIN ※Distinct by ID (KVS)

11. Data on Elasticsearch Total Documents: 360 Million Total Size: 1TB Sample

12. Usage example Case1: Ad Serving • Target • Female • Age: 20-29 • Interested in trip to Hawaii • in Tokyo Case2: Analyzing • Comparison of some audience groups • Extraction of features

13. Case1: Ad Serving Partner Media Internet Survey PrivateDMP 1st Party Ad Serving Other Tools Data Provider

14. Case2: Analyzing keyword: “elasticsearch" Streaming Streaming Engine johtani

15. Case2: Analyzing keyword: “elasticsearch" Advertising

16. Case2: Analyzing keyword: “elasticsearch" Cyber Agent Inc.

17. Case2: Analyzing keyword: “elasticsearch" Male

18. Case2: Analyzing keyword: “elasticsearch"

19. Demo

20. Thank you