EVENT DATA MODELINGMEASURECAMP LONDON ‘16

MEASURECAMP LONDON ‘16

WHO’S CAPTURING ATOMIC DATA?

Who’s using GA Premium, Adobe, Snowplow, Segment, … to capture atomic or event-level data?

How is the data made available, consumed, turned into insights?

MEASURECAMP LONDON ‘16

WE ALL LIKE ATOMIC DATA…

With current technologies, we can record all user interactions, across all channels, store it in our own data warehouse, and join it with all other datasets we have.

… BUT IT REMAINS HARD TO CONSUME

MEASURECAMP LONDON ‘16

EXAMPLE 1

Event stream:

‣ Pre-roll loaded, clicked, skipped, …

‣ Main video loaded, paused, …

‣ Interactions within the video

‣ Subscribe, like, share, comment, …

‣ Much, much more

MEASURECAMP LONDON ‘16

EXAMPLE 2

Event stream:

‣ Tutorial start, tutorial finish

‣ Start game, change difficulty

‣ Level up

‣ Purchase

‣ Invite friends

‣ Much, much more

MEASURECAMP LONDON ‘16

WHY IS IT HARD TO CONSUME?

Events need to be looked at in context, and in the right order, to become valuable.

End users cannot be expected to do the complex transformations that are required to draw insights from the atomic data.

“EVENT DATA MODELING IS THE PROCESS OF USING BUSINESS LOGIC TO AGGREGATE AND TRANSFORM EVENT-LEVEL DATA TO PRODUCE MODELED DATA THAT IS SIMPLER TO CONSUME”

DEFINITION

MEASURECAMP LONDON ‘16

EVENT DATA MODELING

BEFORE DATA MODELING

DATA IS IMMUTABLE AND UN-OPINIONATED

AFTER DATA MODELING

DATA IS MUTABLE AND OPINIONATED

MEASURECAMP LONDON ‘16

EVENT DATA MODELING

▸ ID stitching

▸ Macro events

▸ Units of work

▸ Sessions

▸ Users

THOUGHTS OR QUESTIONS?WE’RE HIRING JUNIOR DATA

ANALYSTS

MEASURECAMP LONDON ‘16

EVENT DATA PIPELINE

PROCESSINGCOLLECTION

REAL-TIME APPS

REAL-TIME DASHBOARDS

DATA EXPLORATION

PREDICTIVE MODELING

DATA WAREHOUSE

WEB

APPS

SERVERS

3RD PARTY

IOT

MEASURECAMP LONDON ‘16

EVENT DATA PIPELINE

PROCESSINGCOLLECTION

REAL-TIME APPS

REAL-TIME DASHBOARDS

DATA EXPLORATION

PREDICTIVE MODELING

DATA WAREHOUSE

WEB

APPS

SERVERS

3RD PARTY

IOTMANY SOURCES

MEASURECAMP LONDON ‘16

EVENT DATA PIPELINE

PROCESSINGCOLLECTION

REAL-TIME APPS

REAL-TIME DASHBOARDS

DATA EXPLORATION

PREDICTIVE MODELING

DATA WAREHOUSE

WEB

APPS

SERVERS

3RD PARTY

IOTONE PIPELINE

UNIFIED LOG, NO SILOS

MEASURECAMP LONDON ‘16

EVENT DATA PIPELINE

PROCESSINGCOLLECTION

REAL-TIME APPS

REAL-TIME DASHBOARDS

DATA EXPLORATION

PREDICTIVE MODELING

DATA WAREHOUSE

WEB

APPS

SERVERS

3RD PARTY

IOT

VALIDATION ENRICHMENT DATA MODELING

ONE PIPELINE UNIFIED LOG, NO SILOS

MEASURECAMP LONDON ‘16

EVENT DATA PIPELINE

PROCESSINGCOLLECTION

REAL-TIME APPS

REAL-TIME DASHBOARDS

DATA EXPLORATION

PREDICTIVE MODELING

DATA WAREHOUSE

WEB

APPS

SERVERS

3RD PARTY

IOT

MANY CONSUMERS