Overview of big data related activities in the marketing domain at Selligent. Presented at Big Data Symposium, Hasselt University, May 2018.


1. SELLIGENT MARKETING CLOUD
Jonny Daenen - Data Engineer
@JonnyDaenen

2. Problem
Solution
Data
Challenges
OVERVIEW

3. PROBLEM

5. SOLUTION

6. Automation
Audience
Content
Delivery
Presentation Execution
Email
Web
…
Reporting
Analytics
Action
Value
Interactions
Personalization
Who?
What?
When?
Why?
Where?
Why?
How?

9. DATA

10. Automation
Audience
Content
Delivery
Presentation Execution
Email
Web
…
Reporting
Analytics
Action
Value
Interactions
Personalization
Who?
What?
When?
Why?
Where?
Why?
How?

13. DATA ENGINEERING

14. CHALLENGES
Capture
Store
Use
Open
Make actionable

15. What?
thousands of events per second
imports
Challenges?
clean data
different formats
automatic process
scaling
CAPTURE

16. What?
SQL Server
DB per customer
Relational model
Challenges?
isolation
GDPR
Volume
Archival
STORE

17. What?
Engine (schedules messages)
Reporting (column store)
Segmentation (heavy queries)
Personalization (rendering)
Logic (needs to know user history)
Recommendations (history)
Challenges?
Pipeline per process
Real-time
Consistent
USE

18. What?
Direct access
API
Challenges?
Governance
Documentation
Versioning
OPEN

19. What?
Exploring reports
Exporting segments
AI
Automatic/Semi/Manual
Challenges?
Integrating data
Consistent/Available
MAKE ACTIONABLE FOR USERS

20. CHALLENGES

22. AI AI

23. Image courtesy of Monica Rogati

24. BEHAVIORAL DATA
Click
View
Buy
Show interest
Open email Receive notification
Walk in store
Buy in store
Visit homepage
Install app
Open app

25. Image courtesy of Kris Peeters (Data Minded)

26. Icons from material.io

27. CONCLUSION

29. selligent.com/careers
THANKS!

30. THANKS!
@jonnydaenen