The document discusses the development of deep.bi, a big data analytics solution designed to provide real-time product recommendations for high-growth companies. It highlights the challenges faced with traditional SQL and NoSQL databases and outlines how deep.bi solves fast data problems through scalable data collection, enrichment, and analytics. Key features include deep data enrichment and the ability to predict user behavior based on various data points, ultimately enhancing targeted marketing efforts.

1. Real-time big data analytics
based on product recommendations case study
IT Business Solutions B2B Conference
October 2015
© deep.bi

2. We started as an ad network
The challenge was to recommend
the best product (out of millions)
to the right person in a given moment
(thousands of users within a second)

3. 5 billionad views delivered in 24 months

4. To put it in the scale context:
If we would serve 1 ad per second it will take
160 years
to serve 5 billion ads

5. So we needed a solution
SQL databases did not work
Popular NoSQL databases did not work
Standard data warehouse approaches (pre-
aggregations, creating schemas) - did not work

6. Re-thinking all the problems with
huge data streams flowing to us every second
we have built a complete solution
based on open-source technologies
and fresh, smart ideas from our engineering team
It is called deep.bi
and now we make it available to other companies

7. DEEP.BI = BIG DATA FAST DATA SOLUTION
high velocity
high volume

8. deep.bi lets high-growth companies
solve fast data problems by providing
scalable, flexible and real-time
data collection, enrichment and analytics

9. deep.bi – complete data processing flow
Data
enrichment,
transformation
and integration
Unstructured,
raw data from
many sources
page views, IoT events,
IP, URL, cookie,
transactions, call detail
records, etc.
Find
patterns,
build models,
predict
behavior
collect enrich analyze

10. How to predict the best offer
based on online data – case study.

11. Collect website, campaigns and CRM data
Website:
Google
Analytics
Campaigns:
Agency
reports
Apps:
Dedicated
monitoring
tools
Other
systems:
Call center
IVR, emails
Instead of integrating current reporting tools we need to
gather all the single events that our customers generate.
Data is stored in silos. Reporting tools provide aggregated
reports impossible to integrate around single customer.

12. Collecting raw web data is not enough
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IP, URL, cookie, user-agent, timestamp

13. * Coming soon
Enrich raw web and mobile data
50+information
from one
interaction
Purchase intent
Device
Time
Location
ISP
Online context
Weather*
Demographics

14. We can learn quite a few things from user IP
Example use:
• international travellers
• townspeople
• people in mountains
• rainy day
• Country
• Region
• City
• ZIP Code
• Population
• Latitude & Longitude
• Time zone
• IDD prefix to call the city from
another country
• Phone area code
• Mobile Country Code (MCC)
• Mobile Network Code (MNC)
• Elevation
• Weather at the moment of event

15. ISP tells us more we could expect
Example use:
• competitors’ users->
acquisition
• our users -> retention/up-
selling/cross-selling
• people from particular
company or company type
• ISP name or Organization name
• Organization type:
• Commercial
• Organization
• Government
• Military
• University/College/School
• Library
• Content Delivery Network
• Fixed Line ISP
• Mobile ISP
• Data Center/Web Hosting/Transit
• Search Engine Spider
• Reserved
• Mobile brand
• Net speed

16. Detailed information about user device
Example use:
• smartphone users
• Apple users
• Samsung Galaxy users
• Google browser users
• Device Type
• Device Brand
• Device Model
• Device Operating System
• Operating System Producer
• Browser
• Browser Producer

17. Besides user features, track user behavior too.
Deeper understanding of people’s behavior:
• RFM Segmentation (Recency, Frequency, Monetary)
• Shopping cart analysis
• Purchase sequence analysis

18. User behavior and characteristics
helps predicts next best action/offer
What product should we recommend?
How could end this purchase path?

19. So, how to build tailored recommendations?
Pick an algorithm that is suitable for the problem
Product [ feature_1, feature_2, …, feature_N]
User [ feature_1, feature_2, …, feature_N]
User [ product_1, product_2, …, product_N]

20. Simple rules: if a user has some features serve
this group of products
Manual segment creating: analysts find
segments of users and match them with
product segments
Simple feature matching: get user weighted
feature vector and match with products feature
vectors
Manual / people managed rules

21. Find segments automatically (e.g. k-means)
Product features based recommendations
User features based recommendations
Combined product and user based
recommendations (collaborative filtering, deep
learning)
Machine learning-supported recommendations

22. Productpopularity
Products
The most interesting
recommendations
Recommendations long tail phenomenon

23. Technology behind Deep BI

24. Complex data model for query optimization
split dimensions in several tables based on reports made
pre cherry-pick dimensions which we can aggregate based on
cardinality
index every dimension column is a must
Impossible to add high-cardinality dimensions
no way to analyze per user (millions of them)
no way to event add all of user-agent, url, geo-info, ...
Problems with SQL and NoSQL databases

25. Complex data loading process
needs to pre-aggregate in memory
non-trivial reliability issues
hard to parallelize
There is always latency
pre-aggregation in job loading memory
Problems with SQL and NoSQL databases

26. Customer
databases
Event
sources*
Raw data
stream
Transformed
data stream
Real-time data ingestion
Kafka
Data
Transformation
& Enrichment
Node.js, Spark
Streaming
Real-time
OLAP Store
Druid
Operational
Store
Cassandra
High performance, multi-purpose storage
Webanalytics
dashboard
deep.biAPI
ETL
Customer
analytics
dashboard
*e.g.. mobile apps, websites, marketing campaigns, IoT (beacons, wearables)
Raw Data Store
Hadoop,
Parquet, Spark
deep.bi – real-time big data architecture

27. DEEP
Data enrichment,
storage
& analytics
Client’s DEEP
Data Space
End-user browser
Web Data Collection API
(HTML or JS)
Trackers pass event data with
<DEEP tracker>
Ingestion
API
Data Collection APIs
1
<D>
<D>
Mobile Data Collection API
(HTML, JS or Native SDK)
Trackers pass event data with

28. Events are represented with full flexibility of JSON
{
"data": {
"event_type": "CLICK",
"ad_request_event": {
"ctx": {
"event_time": "2015-07-10T06:15:50.819Z",
"ip_address": "XX.XX.XX.XX",
"geo_info": {
"country": ”US", "region": ”California", "city": ”San Francisco",
"timezone": ”PST", "isp": ”XXX",
"population": 849,774
},
“page": {
"raw_url": ”XXX",
"standardized_domain": ”XXX"
},
"page_info": {
"page_raw_url": ”XXX",
”product_categories": [
{ "id": 20585 },
{ "id": 100126 },
},
"cookie": "ibx8axlw-17j287o",
"user_agent": "Mozilla/5.0 (Linux; Android 4.2.2; GT-S7580 Build/JDQ39)
AppleWebKit/537.36 (KHTML, like Gecko) Chrome/43.0.2357.93 Mobile
Safari/537.36",

29. Publish-subscribe service
The nervous system of enterprise data
decouple producers from consumers
reliable buffer data
send now, process later.
Scalable distributed, replicated log system
Pause components, restart processing
Powered by:
web giants like LinkedIn, Twitter, Netflix, Uber, Spotify or Pinterest
>10M messages/second
Apache Kafka

30. Scalable, fault-tolerant stream processing system
With simple programming model & rich API & integrations
Powered by:
Yahoo, Netflix, eBay
NASA, Intel, Cisco
It is our fundamental technology for streaming applications
sessionize events
detect frauds
attribute purchases to click or views
load & read external stores like Druid, Hadoop, Cassand
Apache Spark Streaming

31. Open Source Streaming Data Store for Interactive Analytics at Scale
denormalized data
no more snowflake or star-schema!
Build real-time dashboards, analytic applications, exploratory tools on it.
It’s FAST!
aggregate, drill-down, slice-n-dice in sub-seconds
advanced column-store with compression
sophisticated approximate algorithms
It’s SCALABLE
horizontally scalable - just add more machines
replicated, highly-available
Over 100 PBs of data, millions events/second
Druid – Real-time OLAP Store

32. Ingest historical & real-time data
data available for exploration in milliseconds
can store years of data in very optimized storage
Powered by
eBay, Netflix, PayPal, Yahoo
Cisco
It is our core data store of all events, historical and real-time data
Druid – Real-time OLAP Store

33. Apache Spark for batch-processing: fast and general engine for
large-scale data processing
Replaces Map-Reduce, being up to 10x-100x faster!
Number 1 open-source project in big data space (contributors, commits)
In-memory processing (if possible)
Spark SQL for SQL processing
Apache Parquet - an optimized storage format
columnar – read only columns you need
compressed – specialized compression for data type + generic compression
2x-4x: 600 GB data -> 150 GB data
Hadoop can be optimized by 2 order of magnitudes: from hours
to seconds!
Hadoop Optimized

34. Thank you!
Share your thoughts, challenges
or case studies with us.
Or drop us a line: hello@deep.bi
SUBMIT»

35. Backup slides

36. Let’s assume we want to find users who:
Were interested in smartphones
Use Samsung product
Live in cities with population over 1M people
Are woman
Were traveling abroad
Came from our display campaign
So, we have a combination of 6 (k) dimensions from 50 (n).
Using the combination formula: we will have…
Complexity of multidimensional queries

37. … similar number of possible combinations:
15,890,700
as in Lotto (6 from 49).

38. Thank you!
Share your thoughts, challenges
or case studies with us.
Or drop us a line: hello@deep.bi
SUBMIT»