Rob Winters

Stefano Oldeman

• Introductions – Rob, Stefano, Spil

• Analytics at Spil, the Journey Questions that drove the evolution

• Architectural Overview Designing successful analytics architecture

• Analytical Case Studies How can you change the business?

▫ Information empowerment (Self-service BI)

▫ Data mining/Predictive Analytics

▫ Personalization

• Key Learnings What are mistakes for you to avoid?

Today’s Agenda

The value of an idea lies in the using of it.-Thomas Edison

A person who is gifted sees the essential point and leaves the rest as surplus.-Thomas Carlyle

If you torture the data long enough, it will confess.-Ronald Coase

Rob Winters

• Current role: Head of Data Technology, de Bijenkorf

• Formerly Director of Analytics, Spil Games

• Eight years in analytics, four in leadership roles

• Industries include telecom, gaming, retail, and e-commerce

Spil Games

• Web and mobile gaming company based in Hilversum

• >150 million monthly unique visitors, >1 billion gameplays monthly

• Activity measured in >150 countries across ~50 sites

Stefano Oldeman

• Current role: Big data Developer, Shop2market

• Former Developer in Big Data program, Spil Games

• 4 years in High available / High performance applications. 3 years building BI solutions.

The Story of our Journey

What drove Spil to Analytics?

We were here

2014 version

Stagnating growth, needed to act differently Buzzword ideas without understanding

Zynga was growing by using data, Spil’s growth was slowing

“Data-driven” was a hot buzzword in 2007

2014’s version: “I need a Hadoop!”

• Nightly copies of production data into Postgres• No integration model for data sources• Event tracking = Google Analytics• Reporting was “send out the numbers” rather

than “analyze data and answer questions”

Starting the Big Data program

Rationale:• We needed higher connectibility, flexibility, and quicker insights than were

possible with existing solutions• Wanted to “own” our own data versus having it on an external system

First steps:• Answer “what do we want to track?”• Deploy the fundamental components:▫ Tracking Library▫ Logging infrastructure▫ MapReduce platform▫ Scheduling

• Start basic event tracking

Systems and Architecture

Architectural Overview

Plus a scheduler!

Event tracking principles

• Think of it as Information architecture

• Each event should refer to an actual business-user interaction

• Use multiple events over time to tell what happened

• Never tell the system what did NOT happen

• Agree upfront on structures and definitions that explain your business

Challenges with data pipelines

Think in pipes

Things will fail somewhere

Be generic

Keep moving until the end

• Two-tier architecture: Hadoop/Disco for “big data” persistence and processing, analytical database for data warehousing and analytics

• All data persisted in Hadoop

• Some data is made available in your DB

• Offload big data calculations to Hadoop

• When data is not complete or business logic changes: Replay data from your Hadoop to your DB

The Data Lake

The right tool for the right job: ETL tools plus raw code

Load first, integrate later – ELT versus ETL

Everybody lies. Manage your own metadata and provide a feedback loop

Vertica: Our column store data warehouse

• The goal: offer users complete data in a high performance environment

• Reporting namespace for normalized tables▫ Names are user friendly

▫ Optimized for drag and drop queries / reports

• Users escalate when they find incorrect data▫ This feedback is then processed in the data pipeline

▫ Data is processed again to correct mistakes

Why not just Hadoop?Source Merging, Ad hoc, Run-time query performance

Tools for the use case: visual analytics, standard dashboards, statistical environment

Analysts need to use development best practices – version control, deployment mechanisms, metadata-driven models

Everyone else needs something simple, intuitive, and FUN

Performance is critical. You have <5 seconds to load a report

Use Cases

Primary Objective:An organization that can

Formulate

Ask

Explore

and Answer questions using data

Engaging the frontline is not the same as management support

Balancing operational needs versus management needs

Scale the BI team support at a better than linear rate

Roadshows, 1:1 sessions, and informal learn@lunches to discuss data questions

Centralize your systems, distribute your support via power users

Challenge all requests equally on a value basis; fit “tweaks” to dev windows

Avoid presumptions in keys; Avoid “interpretation”; keep the raw records!

How do we enforce consistency without limiting future flexibility?

Build to FAIL – jobs should be able to be run at any time, repeatedly, without requiring intervention

How can we be resilient, fail gracefully, and recover automatically?

It’s in the tooling – use systems that don’t require pre-aggregation or complex end-user querying

How can we allow deep exploration without compromising performance?

Is our technology ready to support personalization?Can we use data to (semi) automatically improve our business?

There are known knowns – Donald Rumsfeld

API’s to integrate with product

Releases and Servers

Can we create additional user and business value by delivering an individual

experience to (almost) everyone?

Loading data into production

Non happy flow..

Key Learnings

• Plan for 10x more than today, design for 100x more

• Build versus off-the-shelf: I’ve built an event tracker

• Testing on production: NOT OPTIONAL

• “Cheap” isn’t always cheap

▫ Expensive software which offsets hardware and (most importantly) people costs can often deliver much lower

TCO

• Hadoop is great to work on, there are so many tools.

▫ But you don’t want to worry about the infrastructure (outsourced)

• And yet, the developers and infra engineers have to work closely

▫ Users/Scripts should not store small files (who should/can influence)

• Simple is better than complex (Flume + Avro FF).

• Security..

▫ Problem 1: user X uploads a file, hive can’t read it

▫ Problem 2: user X creates a table with hive, can user Y can’t write to it..

• Conclusion:

▫ Clear agreements on who can do what.. And follow defined requirements set by the users (TTL of files, FileFormats, when to upgrade).

What We Learned about Hadoop

• Reduce your analytical cycles!▫ 15 minute query time = <20 iterations per day; 2 minute query = > 100

• Walk before you run

• Be wary of the HIPPO (Highest Paid Person in the Organization)

• Focus on developing internal bench strength and power users above the general organization

• Old tricks are the best tricks (when done right)

What we learned about analytics

The greatest value of a picture is when it forces us to notice what we never expected to see.

-John Tukey