7/30/2016

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HUMAN BEHAVIOR EVOLVEDA PICTURE IS WORTH

1,000WORDS6SECONDS OF VIDEO

1.8 MILLIONWORDS PER MINUTEDR JAMES MCQUIVEYOF FORRESTER RESEARCH

CONSUMERSEXPECT MORE

TAP, TOUCH, ENGAGEAND INTERACT

3VIEWBIX ENHANCED CREATIVE

VIDEO

BRANDING

CALL TOACTION

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Viewbix Subscriber Growth

5

QUARTILECOMPLETION

COST PERCOMPLETED VIDEO

VIDEOVIEWABILTY

THE EVOLUTION OF VIDEO MEASUREMENT

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3.2%of video viewers submitted their email addresses in the forms inside the video

7.1%of video viewers clicked a call to action and visited Cuisinart’s product pages

23.8%of video viewers “Liked” Cuisinart’s Facebook page

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30%Improvement in CTR as compared to the rest of the advertising campaign

15%Reduction in costs over previous campaign efforts using video

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- Send tracking events as query string params to

server hosted on Rackspace

- Hourly job to parse log files and insert summary data into SQL

- Problems:

- Network Bottleneck – dropping events

- Managing SQL server drive space

- No scalability

- Because of sizing problems we limited ourselves in

what we collected – poor analytics

- No enrichment process

Solution 1

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- Distribute the collection of the tracking events to Akamai cloud (GET

requests to CDN endpoint)

- Akamai aggregate logs and send every 4 hours a batch of logs via

FTP

- Hadoop – Hive – SQL summary tables all hosted in Azure cloud

- Problems:

- Need for faster end to end reporting

- To stay scalable need for summary tables- lose granular reporting

- Changes to the data we need to report on requires re-building and

possibly re-importing of raw data – data modeling

Hadoop/HIVE/SQL

Akamai

Solution 2

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Requirements doc for new solution

- Work with Flash and Javascript trackers

- Robust data modeling - Ability to change business requirements on the

fly

- No need for summary data – granular reporting

- Robust and reliable enrichment process

- Fast and flexible end to end solution

3rd Party Solution- Ability to send unlimited events and unstructured data

- Pricing not based on event volume (Dec. 779 Million)

- We own the data

- Amazing customer service

- Beautiful and useful visualizations and data export API (may require

additional 3rd party)

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Requirement doc for solution

- Work with Flash and Javascript trackers

- Pricing not based on event volume (Dec. 779 Million)

- Ability to send unlimited events and unstructured data

- Amazing customer service

- Fast and flexible end to end solution

- We own the data

- Robust data modeling - Ability to change business

requirements on the fly

- No need for summary data – granular reporting

- Robust and reliable enrichment process

- Beautiful and useful visualizations and data export

API (may require additional 3rd party)

Solution- Snowplow

- We wrote an Open Source AS3 tracker

- Fixed monthly fee + AWS usage

- No limits on size or event type

- Amazing customer service

- Pipeline can be adjusted based on needs

- Sits in our AWS account

- Because all data is stored we can change the

pipeline rules and at any time and re-run

- We learned to live with summary data

- Constantly growing- today surpasses our needs

- Today using Bime Analytics – soon to be in house

charting components or Amazon Quicksite

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Gotchas we ran into- Errors in the raw data being sent in – garbage in garbage out!

- Solution- at the time- was not auto-scaling.

- Redshift is not MS SQL server- need to understand nuances of

columnar database queries and optimizations

- Real data analysts don’t want charts- they want data. We spent a

lot of time and money perfecting our charts when ultimately our

customers want csv exports. Today our charts are about 95% for

marketing purposes.

- AWS cost forecasting and control- Data modeling - Ultimately we do need to summarize but at an

acceptable level. - Invest heavily in this stage. - Overestimate your needs – You don’t know what you don’t

know.- Work with Snowplow (at extra cost) to get it right

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What value do our analytics provide?

It’s not that big data is bad, but by looking for the big wins, we risk losing the most exciting potential of big data: the very small actionable insights that are unique to each individual. The real future potential of big data isn’t in its capacity to be big, but rather in just how small it can get.

Glen Tullman - Forbes

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THANK YOU