Acquiroand TIBCO: Innovative approach to tackle data ... · This document (including, without...

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© Copyright 2000-2016 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.

Mark Elder, Chief Technology Officer, Acquiro

Thursday, May 16th 2016

Acquiro and TIBCO: Innovative approach to tackle data quality problems of Big data world



Agenda

1.About Acquiro

2.What We Do

3.Key Business Challenges

4.Why We Chose TIBCO

5.Demonstration

6.What’s Next

7.Questions





• Founded in 2012 (As Selling Simplified)• Content Syndication

• Rebranding SaaS business as Acquiro

• 150 Employees

• SaaS Product Division founded 2015

• 3 Products Currently

• 2 More in Concept Stage

About Acquiro





APJ Regional Office

Singapore

London

Denver (HQ)

United States

Pune Engineering Center

India

Acquiro Offices



EMEA Regional office



What We Do





What we do.



Multi-channel lead processing SaaS Solution

Multi-channel Sales/Data Management SaaS Solution

Lead Generation Vendor Management



• Advanced TOFU Lead Processing Solution

• Intercepts leads from any source

• Evaluates, Validates and Enriches leads with very little information

• Injects treated lead into sales lead systems of clients choice (e.g. SFDC)

• High rate of lead recovery

• Comes with a monitoring dashboard

Acqurio LeadMATCH





• Systematic SaaS data quality solution for Sales and Marketing

• Integrates with core sales/marketing system e.g. SFDC

• Enriches and maintains Account and Contact data at guaranteed SLA of =>90% Average

• Requires not training, installation or changes to existing client infrastructure

• System of carefully calibrated tools and techniques

• Customer dashboard to monitor DQ

Acqurio LeadCARE





• SaaS solution for lead generation vendor management

• Designed for marketing agencies and large company marketing departments

• Inserts a quality command and control layer between the lead source vendor and the end consumer (agency client)

• Automatically checks incoming vendor leads for format and criteria compliance

• Full agency dashboard view

Acqurio LeadMGR





Key Business Challenges





• Master System of Record• 10M+ Records and increasing by 50K per day

• Master System of Record – Work in Progress• 10M+ records and increasing by 100K per day

• Domain resolution database• 300M records and updated every quarter

• Multiple Client Instances• 25,000 records to 1M records

Big Data Sources





• Big Data but complex data• Incoming data is generally of poor quality• Often no key identifier (e.g. Account Number)• Short turnaround time• Multiple record versions• Each record may be touched 12-15 times during treatment• Multiple consumers all of which must be securely segmented from each other• Many different upstream and downstream consumers• Different input/output data formats

Key Business Challenges



How We Addressed the Challenges

Challenge Product

Big Data but complex data MDM

Incoming data is generally of poor quality Clarity, MDM

Often no key identifier (e.g. Account Number) MDM

Short turnaround time BusinessWorks 6

Multiple record versions MDM

Each record may be touched 12-15 times during treatment BusinessWorks 6, EMS

Multiple consumers all of which must be securely segmented from each other

MDM – Multi Tenancy

Many different upstream and downstream consumers BusinessWorks 6, Plug-ins

Different input/output data formats BusinessWorks 6

Visibility into all activities (Business perspective) Spotfire 7.5



• Needed an integration backbone that was:• Proven• Fast• Flexible• Reliable• Easy to Manage

• Niche products like Clarity and Patterns

• MDM functions were a good fit for our data management and record versioning use cases

• Spotfire has right balance or ease of use vs. analytics power

Why Did We Chose TIBCO?





Experiences

• Positive• Products fast• Mostly stable• Easy to work with• TIBCO Support very responsive

• Challenges• Handful of bugs – nothing show-stopping• Availability of BW6 developers – ended up internally training a

bunch





• BusinessWorks V6.2x• Plug-ins: SFDC, Marketo, ADB, Netsuite• Custom Plugins: Box, Eloqua, Pardot

• EMS V8.2

• MDM V9.1

• Clarity V2.3

• Patterns V5.2

• Spotfire 7.5

TIBCO Products Used





• Elastic Search

• ReST

• Java

• HTML5

• SQL Server

• MySQL

• Multiple external information services

Other Tools & Services Used





DemonstrationLive Lead Processing





Demonstration Flow

Real-Time



• Load Leads File Into Box Folder• LeadMATCH will detect and parse file• Compare against MSOR

• Matched leads delivered to SFDC leads queue• Unmatched leads to Corporate or Private stream

• Unmatched leads flow to agent• May or may not have information appended

• Agent edits and makes decision to deliver/discard• Validated lead is delivered to SFDC• All progress displayed on dashboard

Demo Process Flow





What’s Next?Future Direction





• Moving frequent accessed data stores to ActiveSpaces Cache• SQL server will be relegated to backing store

• Introducing system monitoring and logging• RTView and LogLogic

• Complex Events Processing in QA• Developing “intelligent” data treatment processing

• Increase data science competency• Evolving Spotfire from business analytics to predictive analytics• Hiring data scientists

• Introduction of Machine Learning & NLP

What’s Next?







Takeaways

1. ITS ALL ABOUT THE DATA

2.We are always balancing Speed vs. Accuracy

3.Our Industry is always changing. Need a platform that can handle

that

4.We are constantly innovating. Need a platform that can handle that

too

5.SaaS Means High Reliability – 24/6/365

6.We basically built our business model around TIBCO





Thank You & Questions

www.acquiro.com



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