The document discusses the importance of data-driven analytics and engineering in making user-centered decisions through in-depth analysis. It covers various aspects of data processing, including data ingestion, transformation, and storage, and highlights relevant technologies and tools used in the process. Additionally, it emphasizes that raw data must be refined and organized to be meaningful, particularly in the marketing technology space.

1. Engineering a Pipeline for
Data-Driven Analytics
Data-Driven Engineering
Tagged:
Speaker: Segzpair

2. Introduction
We’ve understood the need for data in making user
centered decisions through in-depth analysis.
Have you ever wondered how data processing platforms
are built to drive intelligence?
I will be taking you on a ride to further distill BIG data,
collection, transformation, modeling and analytics.

3. QUICK TIP
Setback relax and enjoy
the ride...
Let’s Get Started...

4. Ad Tracker
- Facebook Ad Engine, Google AdSense
Infrastructure Monitoring
- DataDog, NewRelic
Atlassian Products
- Confluent, Jira, Bitbucket
Collaboration Tools
- Slack, Skype
Your platform
- website, startup-tool etc.
Data Crunching platforms
Existing Platforms
Already crunching data (not considering the scale of data)

5. Sources of Data Generation
- First, Second and Third Party Data
Forms of Data Existence
- Text, Multimedia (Audio, Images and Video)
Speed of Data Generation
- batch and stream processes
Quick Insight
What is Big Data
Why, Where and Relevance of Big Data | The 3 Vs of Data

6. Segment of
Data Pipeline

8. Sources of data
Data ingestion
Collection and Extraction...
Batch Data Collection
- The use of Airflow
Stream Data Ingestion
- custom plugins into systems
- kafka as a streaming tool
Things to consider when choosing a technology
- Rate of data generation
- Processing rate
- Cost effective tool

9. Processing
Transformation and data Standardization
Data Catalog
- on-boarding principles
- data label categorization and standardization
Data Privacy and Security
- obfuscating PIIs
- infrastructure security and restricted access
Identity Resolution
- realtime correlation of identity attributes
Tracking
- process tracking and monitoring using CloudWatch
Executing to Scale

10. Storage Mechanism
Storage
Big data storage in cloud, cheapest approach
Data in Lake
- cloud infrastructure usage like S3
- optimized data storage format in Parquet
- security on network layer using private subnets and VPC
Data Validation
- queryable data using Athena
- first-level visibility with Quick Sight
Accessibility for ML and Other Processes
- using sagemaker

11. More Complex Approach
Data Presentation
Visualization and Presentation...
Optimized Access
- Data loaded on ElasticSearch and AeroSpike
Visualization
- any graph visualization tool of choice

12. Intelligent Reach
Meeting needs of users with ease
Adrenaline and Marketing Console
- offline targeting
Adatrix
- non-programmatic online targeting
Demand Side Platform (DSP)
- programmatic online reach
Meeting the right audience

13. Conclusion
Data in its raw state isn’t of much use, until it is refined and
well arranged.
This one of the many other things we do at Terragon.
Making Data Meaningful in a MarTech space.

14. Thanks
Got Questions?
Segzpair - oadetimehin@terragonltd.com07060514642