ATME Travel Marketing Conference - How Big Data, Deep Web & Semantic Technolo...
Using Data to Drive User Experiences
1. Using Data to
Drive User
Experiences
Jeff Patti jpatti@monetate.com
Ram Parthasarathy ram@monetate.com
Monday, February 25, 13
2. Personalization
On the web, one size doesn't fit all.
• Demographics
• Behavior
• Device (laptop vs tablet vs phone)
Algorithmic Personalization
•More relevance, reduced noise to useful
information ratio. (eg: your facebook feed)
Monday, February 25, 13
6. User Data is Precious
Every two days, we create as much information as we
did up to 2003.
– Eric Schmidt, then-CEO of Google
Facebook ingests 500+terabytes of new data into their
databases every day.
“If you aren’t taking advantage of big data, then you
don’t have big data, you have just a pile of data,”
- Jay Parikh, VP of infrastructure at Facebook
Monday, February 25, 13
13. We provide the data!
• Personal Info - Name,
DOB, family, education
• Interests and Hobbies
• Physical places visited
• Websites visited
• Contacts on the phone
Monday, February 25, 13
14. They "trust me"
Zuck: Yeah so if you ever need info about anyone at
Harvard
Zuck: Just ask.
Zuck: I have over 4,000 emails, pictures, addresses, SNS
[Redacted Friend's Name]: What? How'd you manage that
one?
Zuck: People just submitted it.
Zuck: I don't know why.
Zuck: They "trust me"
Zuck: Dumb f****.
Monday, February 25, 13
17. A/B Testing
A - original version of website
B - modified version of website
Show each version to different segments of
website visitors and track metrics measuring
performance of visitors
source: visualwebsiteoptimizwer
Monday, February 25, 13
18. Obama Campaign A/B Testing
http://kylerush.net/blog/optimization-at-the-obama-
campaign-ab-testing/
Both Obama campaigns made extensive use of A/B
testing to optimize their websites
Monday, February 25, 13
26. Which Version Won?
Source: visualwebsiteoptimizer.com
Monday, February 25, 13
27. How Monetate Works
change anything, anywhere and
at anytime on a website
Default Page Campaign Delivered Optimized Version
Monday, February 25, 13
28. a smarter testing approach
Optimized
version delivered
Your Default
Page
Fast
(Asynchronous)
change
Campaign rules
applied
ExpressTag fires on
page load
Monday, February 25, 13
29. Fast and Easy UI
A Sentence based interface
Monday, February 25, 13
30. 20%
20%
of peak ecommerce in holiday 2011 & 2012
Monday, February 25, 13
31. Monetate Stack
• AWS - hundreds of machines spread across multiple
regions
• Sharded and Replicated MySQL
• Elastic Map Reduce using mrjob, Mahout, and Hive
• Python on the backend
• Google closure tools in the UI and front-end
• Git and Github for version control.
Monday, February 25, 13
32. Data Flows
• Real time system for executing A/B tests
• Uses MySQL, a relational database
• Good for many small operations quickly
• Post hoc analysis of experiments
• Uses Elastic Map Reduce using mrjob, Mahout, and
Hive
• Good for batch processing - large jobs with high
latency
Monday, February 25, 13
34. Role of Computer Science
• Design - User Interface Design and UX
• Speed and performance optimization
• Cloud computing - scale and security
• Algorithm design and development
• Building data models and prediction systems
• High performance web engineering
Monday, February 25, 13
35. We are hiring!
Interns and Software Engineers
monetate.com/jobs
Monday, February 25, 13