Data is the soil khan smith create tech 2012

Data is the Soil For eBusiness:

How Akamai Manages & Acts on Big Data for Marketing

Khan Smith, VP of ADS & Data Solutions

©2012 AKAMAI | FASTER FORWARDTM

Akamai — Faster Forward

We remove the complexities of technology so our customers can capture the opportunity and meet the demands of the hyperconnected world.


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.


The Akamai Solution

Site Performance

Mobile Performance

Advertising Decisions

Broadcast Video

Software Distribution

Application Performance

Cloud Performance

Operator CDN

Custom Networks

Web Security

©2012 Akamai Akamai Confidential


Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.


Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.

Full Funnel Marketing Solution

Start the conversation

Drive new user growth and re-engagement

Deliver efficient conversions

AWARENESS

PROSPECTING

REMARKETING

IN-MARKETCONSUMERS

NEW & LAPSEDCUSTOMERS

RECENT SITEVISITORS, CART ABANDONERS

<


Big Data Powers Our Marketing Solutions

We collect, analyze, and model more than one million user actions every minute.


Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.How

What


Integrating Platforms, Data Sources & Media Channels


3 Elements

Differentiation ExecutionInfrastructure

ID

Collection

Storage

Data

Modeling

Media

Analytics

Reporting


Infrastructure

ID

Collection

Storage


User ID’s: Dealing with Fragmentation



Data Collection: The “Pixel Problem”

15ms

10ms

Totally unique to the industry and exclusive to Akamai customers, pixel- free data collection is core to our ad system



Data Storage

Each of our two data platform installations are 100 machine Hadoop clusters:• Approx 800 cores• 1.6 TB RAM• 400 TB (raw) Akamai

Edge Networks

Data PlatformEast (2 of 2)

Data PlatformWest (1 of 2)

ADS processes over 7TB of data and around 1B shopping/browsing events per day.


Differentiation

Data

Modeling


Data is a Commodity?


All Data Equal?

Inferred 3rd Party Transactional



Akamai Data Co-op

Akamai manages the world’s largest private commerce online data set

500+ sites contributing all

transactional data

Leading e‐commerce sites across

all major retail verticals

More than 300mm unique cookies

seen every month, re‐scored

every day


What is the Co-op Model?

• Anonymously aggregated

• Real vs. inferred


Execution

Media

Analytics

Reporting



Data Modeling: Feeding the FunnelProcessing $100K+ transactions and 1 million behavioral data points

every minute

Real

Time

Modeling


Media Challenges

Cookie Matching Global Frequency Capping



Media Powered by Akamai

15ms

10ms

100% cookie-match with all of our partners

Global frequency capping across all the major networks and exchanges, as well as direct publishers sources.


Reporting and Analytics

Multi-Channel AttributionIncrementality


Platform at 50,000 Feet

Data Co-opFirst-Party:


Next Exit:The Future


Future: “Trading Pages”


Market Problem: CMO’s Perspective

Customer Centricity Requires CMOs to Drive Data and Channel Integration to Deliver Personalized Messaging

.


What is Personalization?

CRM One-to-One

Merchandising Recommendations


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?


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.


Market Problem: Multi-Channel Users = Fragmentation

Messaging:Recognizing customers across multiple channels, especially in our multi- device world, is quite difficult

Data:Multi-Channel Users also means that the valuable data you need for your program is fragmented across these channels


The Personalization Stack

Modeling/Segmentation

Analytics/Reporting

Taxonomy Library

Data Supply

Personalization/Recommendation Engine

User ID

Data Storage & Management


Point Solution or Integrated Solution?

Point Solutions Integrated Stack


Closing Thoughts……

Big Data

Data is the soil khan smith create tech 2012

Documents

Transcript of Data is the soil khan smith create tech 2012