Clickstream & Social Media Analysis Use cases and examples using Apache Spark

Michael Cutler @ TUMRA – November 2014

Hello

•  Early adopter of Hadoop

•  Spoke at Hadoop World on

machine learning

•  Twitter: @cotdp

About Me We use Data Science and Big Data

technology to help ecommerce

companies understand their

customers and increase sales.

TUMRA •  Slide are on Slideshare

•  Code example on Github

•  Twitter: @tumra

This Talk

Examples 3

Introducing Apache Spark 2

Background 1

Background 1

Clickstream & Social Media Analysis Generalised Approach

Mobile/Tablet App

Data Collection

Data Processing

Reporting & Analysis

Web Site

You People

Social Network

Events Files Tables

How has this approach evolved? Rapidly reducing the ‘time to insight’

•  Proprietary & Expensive

•  Slow Constrained

Time to Insight

48+ hours

pre-Historic Hadoop •  Open-source & Inexpensive

•  Flexible but complex to use

Time to Insight

hours

2008 - Hadoop •  Batch, Streaming & Interactive

•  Fast & Easy to use

Time to Insight

minutes

2014 - Spark

Weaving a story from a string of activities Understanding the shoppers journey

Day #0

PPC long-tail

keyword

Day #7 Day #10 Day #13 Day #17

PPC brand keyword &

signed up email

Opened Email

Newsletter on iPad PPC brand

keyword

Add To Cart

Order

Placed

Shopper Journey Understanding the shoppers journey

Time

Consumer

Shopper

Research Consideration Purchase

Need

It’s all about People & Products Not just boring log files!

Turn low-level events like “Page Views” into something meaningful

e.g. <Person1234> <viewed-a> <Product:Camera>

Bought a …

Activity & Interactions

Measuring the degree of interest a Person has about a Product

e.g. are 10 views for a certain Product a good or bad thing?

Gauging Interest

Either inferred from other Peoples activities, or Product similarity

Affinities

Both people and products have properties,

e.g. <Person1234> <is:gender> <Female>

Properties

People & Product Interactions

e.g. “Michael” “bought a” “Americano” “Starbucks, Shoreditch”

Source: Snowplow Analytics

That sounds like a Graph … Use graphs to understand user intent

Interest Graph Visualisation

•  Collect user activity data in real-time, not just

clicks but mouse-overs, images, video, social.

•  Algorithms identify products, categories and

brands a particular person is interested in.

•  Cluster users into ‘neighborhoods’ to infer what to

show to existing and future visitors.

This visualization illustrates just 1% of 6 weeks visitor

activity data. Blue data points are People, Orange

data points are Products.

Introducing Apache Spark 2

Three reasons Apache Spark is awesome! Apart from “no more Java Map/Reduce code!!!”

•  In-memory Caching

•  DAG execution optimisation

•  Easy to use in Scala, Java, Python

Fast •  Machine Learning baked in

•  Graph algorithms

•  Interactive Shell

Smart •  Query from Spark SQL

•  Streaming

•  Batch (file based)

Flexible

Apache Spark Architecture Overview

Apache ZooKeeper Hadoop Filesystem (HDFS)

Yarn / Mesos (optional)

Apache Spark Coexists with your existing Hadoop Infrastructure

Apache ZooKeeper

Hadoop Filesystem (HDFS)

Map / Reduce

Apache Hive etc.

Yarn / Mesos

Apache Spark can … Simple example of Spark SQL used from Scala

Source: Databricks

Go from a SQL query… … to a trained machine learning model in three lines of code.

Examples 3

Example Architecture Coexists with your existing Hadoop Infrastructure

Apache ZooKeeper

Hadoop Filesystem (HDFS) NoSQL Store (Cassandra)

Reporting Dashboard

Apache Kafka

Analytics Jobs

Social Media Analysis Converting a low-level event into a meaningful high-level interaction

•  A user-interaction from the Facebook firehose, received as a real-time stream of JSON

•  Streamed into Apache Kafka, also stored in SequenceFiles

•  Modeled into Scala Case Class:

Example - Spark (Scala) Using the Spark (Scala) interface to analyze the data

•  Parse JSON

•  Extract interesting attributes •  ‘Reduce by Key’ to sum the result

•  Print results

Example - Spark SQL Using the Spark SQL interface to analyze the data

•  Parse JSON

•  Extract interesting attributes, transform into Case Classes

•  ‘Register as table’

•  Execute SQL, print results

Want to play with awesome tech and data?

We’re hiring! team@tumra.com

Data Engineer

Scala, functional programming, Hadoop, NoSQL

Sales & Marketing

Experience with SaaS and ecommerce sales