Reifier

© Nube Technologies

Better decisions through better data


About Myself and Nube

- Big data - Hadoop, Spark- Analytics, Data wrangling, Machine Learning- Nube Products - Reifier, Crux and HIHO - IIT Delhi, 98. - Cofounder from IIT Kanpur, 97


Business Data is spread across many systems● Discovering information a challenge - which are the

entities whom we need to address?● Consolidating information a challenge - not sure if the

data is tied back to a single entity● Enhancing data a challenge - are these new records

genuine or do they already exist?

Business Challenges


The problem - lake or swamp?According to Gartner, businesses lose upto 25% of potential revenue due to lack of multichannel view of data. 67% data scientists say cleaning, organizing and linking data is their most time consuming task, and 52.3% cite poor data quality as their biggest challenge.


● Data volumes are high● Each record has multiple dimensions● Exact matches are rare● Comparing each record with every other is not possible● There are many disparate systems● Languages have unique issues

Technical Challenges for Matching


● Discovering and maintaining rules for data quality is extremely tough

● Custom coding and domain specific logic makes maintenance a nightmare

● No one size fits all, big custom implementations needed every time even after using existing tools

Technical Challenges for Matching


● Point and Shoot - Zero config● Learns similarity definitions from data● No hard coding of business rules● Highly scalable - runs on open source Apache Spark● Advanced Machine Learning algorithms pick most

optimal solution● Domain agnostic, can work with various kinds of data● Utilities to create labeled data available - just point it to

the data

Reifier Advantages


● Handles different languages - English, Chinese, Japanese

● Highly accurate results● Available as a library or as a private/public cloud

deployment● REST interface● AJAX based web front end● Real time as well as batch support● Support and Documentation through web based support

portal http://reifier.freshdesk.com

Reifier Advantages

http://reifier.freshdesk.com


Customer Feedback

Before Reifer we had to use a lot of manual efforts to identify potential duplicates in customer data, now the system can learn patterns and find duplicates for us

intelligently. It’s a breakthrough to a long-standing issue of our businesses.”

- Mr. Dave Chan, Regional Director Business Intelligence, UBM Asia


Case Study - UBM Asia

- Deduplication of marketing data- Combination of English, Chinese, Japanese

and other languages- Upto 1 million new records per week- Temp can do only about 800 records per day- AWS Hosted, yearly license- Reference customer


Case Study - Government of India

- Invited for data matching for intelligence agencies

- Reifier outperformed leading international competition 2x on accuracy and >10x for speed

- Matched 40million records


A banking institution uses Reifier to run loan applications against credit listing data to ensure that they are not dealing with blacklisted individuals and corporates.

Case Study - BFSI


Case Study - BFSIA leading insurance provider uses Reifier to prevent fraudulent claims. By creating a centralized consolidated data repository, the company reduces overexposure of an individual who has multiple policies. By matching records, Reifier also helps find out average policy per individual and household.


A credit rating company utilizes Reifier to consolidate personal credit histories from different sources and provide accurate ratings to their customers.

Case Study - BFSI


A telecom company offers various products and services and wants to cross sell to existing customers. Existing information is fuzzily matched for accurate customer segmentation and marketing.

Case Study - Cross Selling


Case Study - RegulatoryRegulatory compliance of all kinds - including related to policies, taxes, privacy, anti terror, and anti money-laundering - require matching up data pulled from a variety of sources. With Reifier, organizations can meet regulatory mandates with capabilities that support everything from simple deduplication of customer lists to matching data against government lists of suspected terrorists.


A services company sources organization and people data from LinkedIn and Crunchbase and uses Reifier to match existing in house entities to identify leads.

Case Study - Lead Generation


By consolidating vendor information from different geographies, source systems and channels, a retail operator gets a complete view of its supply chain and it able to garner better deals and discounts from its vendors. Reifier helps in cutting costs for the retailer.

Case Study - Retail Operations


Case Study - Telecom

Using Reifier, telecom companies can detect delinquency patterns by identifying non paying customers who evade detection by enrolling with give similar sounding names and addresses with different formatting and spellings.


A local search company lists millions of regional businesses, restaurants and contacts. They periodically crawl the web to update their listing database. Information crawled from the web have similar entries found from different websites and also with pre-existing entries in the database. Reifier helps the search company compare their existing listings with potential listings from the crawled data, and keeps their directory up to date and free from duplicate data.

Case Study - Directory Service


Case Study - Ecommerce

Matching for competitive pricing and catalog enrichment


Reifier News

Invited to present at Strata Hadoop World 2015, Singapore.


Reifier - News

Reifier presented at Spark Summit 2015, SFO, USA.

http://www.youtube.com/watch?v=RVw9GqXOq2E


Reifier Technology presented at Spark Summit, 2014 at San Francisco, USA

Reifier - News

http://www.youtube.com/watch?v=Gq4wWa6gChU


Reifier - News

● Reifier 1.0 released in October 2014 with one international paying customer.

● Reifier 2.0 with interactive web GUI released March 2015.

● GOI POC in Aug - Sep 2015● Working on real time matching, merging,

GUI enhancements.


Reifier - News


Part of MapR App Gallery

Reifier Industry Validation


Covered in Databricks as a leading machine learning tool



Part of Databricks Certified on Spark Apps



● Accept or create training data with marked duplicates

● Identify similarity and indexing rules through Machine Learning

● Group near similar records together● Match and predict similar records

Reifier Technology


Reifier - learn


Reifier - learn


Reifier - learn


● Built using open source● Apache Spark● ElasticSearch● Machine Learning● Java● Scala

Reifier Under The Hood


Thanks for your time, please feel free to write to [email protected] for more details.

Thank You

mailto:[email protected]

mailto:[email protected]

Data & Analytics

Reifier