From Data to Knowledge: Evolving Analytics at ebay. Gary Dougan's presentation at TCC 2012 (http://www.linkedin.com/in/garydougan) Learn about eBay’s extensive analytics environment, and how eBay’s Business Intelligence platform team is enabling “visual analytics” across a complex ecosystem of platforms, technologies, and data enthusiasts, to synthesize information and derive insights from dynamic and complex data.

1. Evolving Analytics at
Gary Dougan
Visual Analytics Platforms
Business Intelligence Center of Excellence
TCC 2012

3. Real time analysis and price comparison across listings
Does image size affect sales?
Monitor the top Pages on our Site
Search performance of specific brands by keywords and conversion rates
Monitor site speed
How can we identify fraudulent transaction?
Impact of picture services on user experience
Revenue Forecasting
How does customer sentiments impact sales?
Track sources of site traffic
Measure quality of items listed on site
Analyze buyer experience across verticals
Monitor consumption of services by mobile apps
Predict performance metrics for customer shipments
Measure advertising performance
Monitor key metrics for mobile consumption and capacity
How can site trust and safety be improved?
Performance of user behavior and transaction metrics

4. We have been able to extract business value from
BIG DATA by creating a seamless ecosystem of
enterprise data, analytical tools, and collaboration
- and made it pervasive!
Analytics @ ebay

5. Road Map…
The Opportunity
Analytics @ ebay
Stories from the Field
Looking Ahead

6. Enable consumers
to buy anything, anywhere, any how
Enable merchants
to succeed in new commerce environment (and we don’t compete
with them)
8K+ vehicles and 340K 600K new customers
car parts/accessories sold
made first purchase in Q2 2012
each week
1.9M items listed A woman’s handbag
each week purchased every 30 secs
eBay’s mobile apps downloaded
Over 113M active
PayPal accounts over 90M times

7. Useful Data 2012
ENTERPRISE DATA
“SINGULARITY” HADOOP CLUSTERS
WAREHOUSE
Relational Data Semi-Structured Data Unstructured Data
10+ PB 42+ PB 40+ PB

8. Capitalize On Our Data
Shop the Create Enhance Positive
World’s Inventory Enthusiasts Experiences

9. Analytics @ ebay

10. Exploration & Testing
Daily
10M+
QUERIES
100+
EXPERIMENTS
100K+
UNIQUE DATASETS

11. 2008
Where we were
Static data reports
2.6 PB EDW
Excel
180K queries/day Standardized,
prompted reports
1,500 active users MicroStrategy
Teradata
Ad-hoc analysis
27B rows in largest table SQL
Assistant

12. We needed a better approach
 Data Democratization
 Analytics Services
 Self-service
 Extensive Knowledge
Sharing
 Accelerate Time to
Market

13. DataHub 4.0
A Partial View
VIRTUAL
DATAMART ACCOUNT DATA NETWORKS TRUST DISCUSSION
MANAGER PROVISION VISUALIZATION SIGNALS ENGINE
DATA ENTERPRISE STATISTICAL SHARED RECMND’
MOVER REPORTING TOOLS WORKSPACES ENGINE
DATA SESSION WEB PURPOSE ACTIVITY
FOLLOW
LOADER MONITOR ANALYTICS BUILT TOOLS STREAM
DATA ACCESS SERVICES
ANALYTICAL PRODUCTS
COLLABORATION

14. ANALYTICS
CENTRALIZED

15. DataHub
VIRTUAL TRUST DISCUSSION
ACCOUNT DATA NETWORKS
DATAMART SIGNALS ENGINE
PROVISION VISUALIZATION
MANAGER
DATA ENTERPRISE STATISTICAL SHARED RECMND’
MOVER REPORTING TOOLS WORKSPACES ENGINE
DATA SESSION WEB PURPOSE ACTIVITY
FOLLOW
LOADER MONITOR ANALYTICS BUILT TOOLS STREAM
DATA ACCESS SERVICES

16. DATA ACCESS
SERVICES

17. DataHub
VIRTUAL
DATAMART ACCOUNT DATA NETWORKS TRUST DISCUSSION
MANAGER PROVISION VISUALIZATION SIGNALS ENGINE
DATA ENTERPRISE STATISTICAL SHARED RECMND’
MOVER REPORTING TOOLS WORKSPACES ENGINE
DATA SESSION WEB PURPOSE ACTIVITY
FOLLOW
LOADER MONITOR ANALYTICS BUILT TOOLS STREAM
ANALYTICAL PRODUCTS

18. Enabling Exploration & Discovery
Our Strategy
 Agile
 Self-Service
 Universal Access
 DataHub Integration
 Scaled for the Enterprise

19. Tableau @ ebay
Gumtree.com
Shopping.com BillMeLater
PayPal
Kijiji
Marketplaats
ebay
ChinaServiceCenter
StubHub
Cdc
mobile.internationalGmbH
2010-H1 2010-H2 2011-H1 2011-H2 2012-H1

20. What We’ve Seen
+100% +200% +300%
DATA SETS PUBLISHERS REPORT USAGE
EBAY TABLEAU PLATFORM KPIS

21. EXPLORING
“BIG” DATA

22. DATAHUB
Collaboration
VIRTUAL
ACCOUNT DATA NETWORKS TRUST DISCUSSION
DATAMART
PROVISION VISUALIZATION SIGNALS ENGINE
MANAGER
DATA ENTERPRISE STATISTICAL SHARED RECMND’
MOVER REPORTING TOOLS WORKSPACES ENGINE
DATA SESSION WEB PURPOSE ACTIVITY
FOLLOW
LOADER MONITOR ANALYTICS BUILT TOOLS STREAM
COLLABORATION

23. Work Collectively
Discussion Engine
Expert Groups
Workspaces
Trust Badges

24. What We Learned
 It’s the data
 Build it, they will come
 Visionary leadership

25. Stories from the Field

26. #1 Predicting Change
Significant
Search Science Team
drop-off in
 Improving search relevance and
completion of
quality on ebay.com
new seller
listings

27. #1 Predicting Change
Monitor selling registration flow and page level abandonment
Singularity – data retrieval
 Selling users flow path:
 Users click path:
Hadoop  VDM
 Computation and storage
Tableau
 Monitor trends

29. #1 Predicting Change
Results & Impact
 Drop-off on Review page
 Required registration after Review page
 Saving draft listing for later re-visit
 Improved next generation C2C selling tool

30. #2 Appreciating Chatter
Reduce
Trust Science Team
bad buyer
 Improving trust on ebay.com experience
and increase
trust

31. #2 Appreciating Chatter
Monitor latest customer discussions and meters sentiment
Hadoop – retrieval and computation
RADAR – text mining and analysis
Tableau – visualize topic sentiments

33. #2 Appreciating Chatter
Results & Impact
 Understand customer sentiments
 Identify fastest growing keywords
 Discover emerging topics
 Timely response to negative experience

35. Looking Ahead
Thank you!
Streaming Data
Gary Dougan
gdougan@ebay.com
in/garydougan
Self-Learning Visualizations

36. DataHub: Open Source Contributions
https://github.com/eBaySF/joomla-platform