Mais conteúdo relacionado Semelhante a Data is the soil khan smith create tech 2012 (20) Data is the soil khan smith create tech 20121. Data is the Soil For eBusiness:
How Akamai Manages & Acts on Big Data for Marketing
Khan Smith, VP of ADS & Data Solutions
2. Akamai — Faster Forward
We remove the complexities of technology so our customers can capture
the opportunity and meet the demands of the hyperconnected world.
©2012 AKAMAI | FASTER FORWARDTM
3. Akamai Lives Big Data
Akamai’s Intelligent
Platform™ delivers 96
of the top 100 IR, all major
auto & travel sites,
and 29 of the top 30 M & E
companies.
©2012 AKAMAI | FASTER FORWARDTM
4. The Akamai Solution
Site Performance Application Performance Web Security Broadcast Video Operator CDN
Mobile Performance Cloud Performance Software Distribution Custom Networks
Advertising Decisions
©2012 Akamai Akamai Confidential
©2012 AKAMAI | FASTER FORWARDTM
5. Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
©2012 AKAMAI | FASTER FORWARDTM
6. Full Funnel Marketing Solution
IN-MARKET
CONSUMERS
AWARENESS
Start the conversation
Avoid data theft and downtime by extending the
security perimeter outside the data-center and
NEW &
protect from increasing frequency, scale and
<
LAPSED PROSPECTING
sophistication of web attacks.
CUSTOMERS
Drive new user growth and
re-engagement
RECENT SITE
VISITORS, REMARKETING
CART
ABANDONERS
Deliver efficient conversions
©2012 AKAMAI | FASTER FORWARDTM
7. Big Data Powers Our Marketing Solutions
We collect, analyze, and
model more than one
million user actions
every minute.
©2012 AKAMAI | FASTER FORWARDTM
8. What
Avoid data theft and downtime by extending the
security perimeter outside the data-center and
How protect from increasing frequency, scale and
sophistication of web attacks.
©2012 AKAMAI | FASTER FORWARDTM
10. 3 Elements
Infrastructure Differentiation Execution
ID Data Media
Collection Modeling Analytics
Storage Reporting
©2012 AKAMAI | FASTER FORWARDTM
11. Infrastructure
ID
Collection
Storage
©2012 AKAMAI | FASTER FORWARDTM
13. Data Collection: The “Pixel Problem”
Totally unique to the
industry and exclusive to
Grow revenue opportunities with fast, personalized
10ms
Akamai customers, pixel- web experiences and manage complexity from peak
free data collection is core demand, mobile devices and data collection.
to our ad system
15ms
©2012 AKAMAI | FASTER FORWARDTM
14. Data Storage
ADS processes over 7TB of data and around 1B shopping/browsing events per day.
Each of our two data platform installations
are 100 machine Hadoop clusters:Grow revenue opportunities with fast, personalized
• Approx 800 cores web experiences and manage complexity from peak
demand, mobile devices and data collection.
• 1.6 TB RAM
• 400 TB (raw) Akamai
Edge Networks
Data Platform Data Platform
West (1 of 2) East (2 of 2)
©2012 AKAMAI | FASTER FORWARDTM
16. Data is a Commodity?
©2012 AKAMAI | FASTER FORWARDTM
17. All Data Equal?
Inferred 3rd Party Transactional
©2012 AKAMAI | FASTER FORWARDTM
18. Akamai Data Co-op
Akamai manages the world’s largest
private commerce online data set
500+ sites contributing all
transactional data Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
Leading e‐commerce sites across
demand, mobile devices and data collection.
all major retail verticals
More than 300mm unique cookies
seen every month, re‐scored
every day
©2012 AKAMAI | FASTER FORWARDTM
19. What is the Co-op Model?
• Anonymously aggregated
• Real vs. inferred
©2012 AKAMAI | FASTER FORWARDTM
20. Execution
Media
Analytics
Reporting
©2012 AKAMAI | FASTER FORWARDTM
21. Data Modeling: Feeding the Funnel
Processing $100K+ transactions and 1 million behavioral data points
every minute
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
Real demand, mobile devices and data collection.
Time
Modeling
©2012 AKAMAI | FASTER FORWARDTM
22. Media Challenges
Cookie Matching Global Frequency Capping
©2012 AKAMAI | FASTER FORWARDTM
23. Media Powered by Akamai
100% cookie-match with all of our partners
10ms
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
15ms
Global frequency capping across all the major networks and exchanges, as well
as direct publishers sources.
©2012 AKAMAI | FASTER FORWARDTM
26. Next Exit:
The Future
©2012 AKAMAI | FASTER FORWARDTM
28. Market Problem: CMO’s Perspective
Customer Centricity Requires CMOs to Drive Data and Channel Integration to
Deliver Personalized Messaging
.
©2012 AKAMAI | FASTER FORWARDTM
30. A Marketer’s Dilemma
Marketers wrestling with….
1. How can I merge my desperate data sets?
2. How can I leverage other data sets to
enrich my understanding of the customers?
3. Where should I store and model this data?
4. How can I make customer data and insights
actionable & measurable across channels?
5. How do I use this data without privacy issues?
6. How do I ensure that my data is safe?
©2012 AKAMAI | FASTER FORWARDTM
31. Market Problem: CMO’s Perspective
To achieve this goal, CMOs must
ultimately partner and collaborate
with their CIO’s.
Trends:
•Marketing orgs realizing hiring IT is
redundant
•A recent WSJ article cites the case of
Motorola Solutions, whose CMO created a
dedicated technology team that works with
the unit’s CIO.
©2012 AKAMAI | FASTER FORWARDTM
32. Market Problem: Multi-Channel Users = Fragmentation
Messaging: Data:
Recognizing Multi-Channel
customers Users also
across multiple means that the
channels, valuable data
especially in you need for
our multi- your program
device world, is fragmented
is quite difficult across these
channels
©2012 AKAMAI | FASTER FORWARDTM
33. The Personalization Stack
Personalization/Recommendation Engine
Modeling/Segmentation
Analytics/Reporting
Taxonomy Library
Data Storage & Management
Data Supply
User ID
©2012 AKAMAI | FASTER FORWARDTM
34. Point Solution or Integrated Solution?
Point Solutions Integrated Stack
©2012 AKAMAI | FASTER FORWARDTM