Post on 13-Jul-2015
© 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
November 13, 2014 | Las Vegas, NV
ARC202
Real-World Real-Time Analytics
Gustavo Arjones | @arjones
CTO, Socialmetrix
Sebastian Montini | @sebamontini
Solutions Architect, Socialmetrix
• SaaS Company—since 2008
• Social media analytics track and measure activity
of brands and personality, providing information to
market research and brand comparison
• Multilanguage technology (English, Portuguese,
and Spanish)
• Leader in Latin America, with operations in 5
countries, customers in Latin America and US
• 1 out of 34 Twitter Certified Program worldwide
Our customers
Ranking Brand 1 Brand 2 Brand 3
Q2 Q3 Q2 Q3 Q2 Q3
1° Flavor Breakfast Flavor Flavor Advertising Flavor
2° Healthy Flavor Packaging Brand I love Flavor Breakfast
3° Components Components Healthy Packaging Healthy Healthy
4° Advertising Healthy Components Addiction Components Advertising
5° Enquires Desire Prices Consumption Prices Components
TOTAL 1.401 8.189 463 5.519 1.081 2.445
Share of topics
Which conversations are my brand and my competitors’ brands driving?
smx.io/reinvent #reinvent
Challenges
Challenges: Variety
• Different data sources
• Different API
• SLA
• Method (pull or push)
• Rate-limit, backoff strategy
Challenges: Velocity• Updates every second
• Top users, top hashtags each
minute
• After event analysis are made
with batch over complete
dataset
• Spikes of 20,000+ tweets per
minute
Last TV
Debate
Results
Announced
Challenges: Meaning
•Disambiguation
•Data Enrichment– Demographics
– Sentiment
– Influencers
•Human analysis
PAN
Orange Telecom
Oi Telecom Hi!
Challenges: Alert and report
•Clear and
understandable UI
•Slice-dice for business
(not BI experts)
•Real-time alerts for
anomalies
Architecture evolution
Drivers for architecture evolution
• More customers, bigger customers
• Add new features
• Keep costs under control
Architecture evolution
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#1 #2 #3 #4
Acti
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usto
mers
Architecture—1st iteration
What we needed:
• Complete data isolation
• Trying different solutions/offerings
Architecture—1st iteration
What we did:
• All-in-one approach
• Multi-instance architecture
• Simple vertical scalability
• MySQL performance tuning
Architecture—1st iteration
What we've learned:
• Multi-instance is harder to administrate, but
minimizes instability impact on customers
• Vertical scalability: poor resource management
• MySQL schema changes translate into downtime
Architecture—2nd iteration
What we needed:
• Separation of responsibilities (crawling, processing)
• Horizontal scalability
• Fast provisioning
• Cost reduction
Architecture—2nd iteration
What we changed:
• Migrated to AWS
• RabbitMQ (Single Node)
• Replace MySQL for
Amazon RDS
• AWS CloudFormation
• Auto Scaling groups
Architecture—2nd iteration
What we've learned:
• PIOPS
• Tuning the Auto Scaling policies can be hard
• AWS CloudFormation: great for migration, not
enough for daily ops
Architecture—3rd iteration
What we needed:
• Deliver new features (NRT, more complex analytics)
• Scale fast
• Be resilient against failure
• Adding and improving data sources
• Keep costs under control (always)
Architecture—3rd iteration
What we changed:
• Apache Storm
• RabbitMQ HA
• Amazon Elastic MapReduce
(Hadoop/Hive)
• AWS CloudFormation + Chef
• Amazon Glacier + Amazon S3
lifecycles policies
Architecture—3rd iteration
What we've learned:
• Spot Instances + Reserved Instances
• Hive = SQL SQL scripts are hard to test
• Bulk upserts on Amazon RDS can be expensive (PIOPS)
• Amazon DynamoDB is great, but expensive (for
our use-case)
Dashboard
Architecture—4th iteration
What we needed:
• Monitor millions of social media profiles
• Make data accessible (exploration, PoC)
• Improve UI response times
• Testing our data pipelines
• Reprocessing (faster)
Architecture—4th iteration
What we changed:
• Cassandra (DSE)
• MongoDB MMS
• Apache Spark
What we've learned:
• Leverage AWS ecosystem
• Datastax AMI + Opscenter integration
• MongoDB MMS: automation magic!
• Apache Spark unit testing + Amazon EC2
launch scripts
• Amazon EMR doesn’t have the latest stable
versions
Architecture—4th iteration
Architecture evolution
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20
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60
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100
120
140
160
0
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#1 #2 #3 #4
Acti
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Costs Customers
Lessons learned
Lessons learned
• Automate since Day 1 (CloudFormation + Chef)
• Monitor systems activity, understand your data
patterns, e.g. LogStash (ELK)
• Always have a Source of Truth (Amazon S3 +
Glacier)
• Make your Source of Truth searchable
Lessons Learned (II)
•Approximation is a good thing: HLL, CMS, Bloom
•Write your pipelines considering reprocessing
needs
• Avoid at all costs framework explosion
•AWS ecosystem allows rapid prototype
Socialmetrix NextGen
2015
Architecture evolution
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#1 #2 #3 #4
Acti
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Architecture nextgen
• Reduce moving parts
• Apache Spark as central processing framework
– Realtime (Micro-batch)
– Batch-processing
• Kafka (Message Broker)
• Cassandra (Time-series storage)
• ElasticSearch (Content Indexer)
To infinity …
and beyond!Architecture evolution
0
20
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#1 #2 #3 #4 NextGen
Acti
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usto
mers
Gustavo Arjones, CTO
@arjones | gustavo@socialmetrix.com
Sebastian Montini, Solutions Architect
@sebamontini | sebastian@socialmetrix.com
Let’s talk at Venetian—Titian Hallway
Feedback and QandA
Please give us your feedback on this
presentation
© 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
Join the conversation on Twitter with #reinvent
ARC202: Real-World
Real-Time AnalyticsThank you!