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Scaling a marketing intelligence platform
Yaniv Shalev
Helping marketers optimize their spend
Across: Channels | Devices
Online + Offline | External Factors
Product
Named leader in report.
Processes 100TB of data daily
10B daily data points
100+ data sources
Product
Processes Organization
High touch
What to scale?
Product offering completeness
Partial
Full
Client complexity
Low High
Low Mid High
Low Medium High
Convertro
Yours?
Touch
Know your clients
*AOL aims for Fortune 500
How did we hack scalability challenges?
Challenge #1:
Onboard Data
• CSL (Convertro Specific Language) for
taxonomy mapping Hadoop Parser
• Real Time feedback
Rebuild Data
• Replays and manipulates data from the beginning of time
• Triggers:– Implementation Error
– Bugs
– Organization / LOB change
– Belated data streams
Self Servicize*
• Data quality assurance UI• Tag manager / builder• Integrations UI• Share link – snapshotting a page
with a configuration
*proactively simplify a process to be self service
Challenge #2:
Build Trust• Boost research deliveries:
– Crawl – Walk – Run
– Integrating R with Hadoop
• Models automatically refreshed• Model comparison
Action is valuable
• Automatic actionable insights• Integrations with 3rd party• Suggestive budget planner
Challenge #3:
Set a path to success
• Client discovery questionnaire
• Work through the hierarchy• Solution engineering• Setting expectations +
timelines to get value day 1• Training• Never ends
Usage analysis• Analyzing: features, pages,
reports, integrations • Clients forum, surveys• Periodic calls
Yaniv [email protected]
t: yanivshalev
li: il.linkedin.com/pub/yaniv-shalev
• Understand your client pains• Add value or reduce cost• Fail Faster• Keep monitoring scalability
debt
