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Data & Advanced
Analytics
Technical Track
by
ZIFF
winners of the Big Mountain Data Competition
ziff.io & @ziffio
introductions
what you hope to gain
Data Products
Data Aggregation
Analytics
Recommended Action
Activity
Objectives
● Easy to try n-scale nosql you can push to
aws
● Use cases & Skullcandy
● Relevant to you & your company
○ Problem types
○ Solution types
Upfront Contract
YES
Business value
Specific to your needs
Getting started and next
steps
Well formed next-step
Collaboration
NO
Me-too
Latest hotness
What the big guys are doing
Unrealistic/overly complex
Long lectures
Agenda
1. Introductions
2. Typical architectures
3. Identify where to make an impact
4. Identify requirements for a POC
5. Wrap up
data collectors
bulk
store
batch
process
live
store
api
service
ui
Datacenter
AWSand/or
“Analytic”
queues & oltp
*SQS
redis or couch
mongodb
rdbms
olap
mongo
Hbase
Thrift/Protobuf/AVRO
sockets style
*messagepack based
netty
kafka
*kinesis
apps
*elastic beanstalk
ec2/vm + load balance
emitters
*messagepack
*s3
ebs
*HDFS
cassandra
columnar
on file system
M/R based (pig, hive)
Graph based
off file system
anything language
diy json
mongodb
*BaaSes
postgres
column
Hbase/Impala
*cassandra
graph
cypher
gremlin
search
elasticsearch
*stupid-simple-n-scale
cloud/dc apps
ec2/vm + load balance
*elastic beanstalk
sql-ish
Phoenix
Cassandra
graph
Gremlin
Cypher
search
elasticsearch
d3
nvd3.js - simple
d3.js - complex
dc.js - dimensions
putting the long-A in OLAP
data
stream
process
bulk
store
batch
process
live
store
api
service
ui
Datacenter
AWSand/or
Stream
just process
storm
spark + shark
machine learning
storm + trident
spark + mllib
impact
alignment = buy-in
Product Innovation/
Product Leadership
Customer
Relationships/
Customer Intimacy
Infrastructure Mgmt/
Operational
Excellence
Economics Early market entry enables
charging premium prices and
acquiring large market
share; speed is key
High cost of customer
acquisition makes it
imperative to gain large
wallet share; economies of
scope are key
High fixed costs make large
volumes essential to achieve
low unit costs; economies of
scale are key
Competition Battle for talent; low barriers
to entry; many small players
thrive
Battle for scope; rapid
consolidation; a few big
players dominate
Battle for scale; rapid
consolidation; a few big
players dominate
Culture Employee centered; coddling
the creative stars
Highly service oriented;
customer-comes-first
mentality
Cost focused; stresses
standardization,
predictability, and efficiency
Business
Business Model Generation
Product Customer Operations
==MARKETING==
Who are your potential
customers?
What do they want?
Brand loyalty?
What’s next?
e.g
Customer seg/profile
Market analysis
Sentiment
==SALES==
What motivates
customers?
Which channels work
best?
What else do they
need?
e.g.
Engagement
Churn
Conversion
Offers
Channel attribution
==OPS==
How long will X
function?
How much product?
waste?
Will Y be cheaper?
e.g.
Yield optimization
Failure rates
Futures
Competing on analytics
Product focused problems
● Marketing
○ Keywords
○ Channel Attribution
○ Rev/Cost per channel
○ Targeting
○ Profiling
○ Markets (at large, PPC, etc.)
Customer focused problems
● Sales
○ Sentiment
○ Retention & Churn
○ Profile
○ Customer Support
○ A/B & Multivariate
○ Offers
Operations focused problems
● Ops
○ Failure rate
○ Yield optimization
○ Pricing & Costing
○ Time to ____
○ Traveling Salesman
○ Backpack
Key
Partnerships
Key Activities
PLATFORM MGMT
MANAGING
SERVICES
EXPANDING REACH
Value
Propositions
TARGETED ADS
FREE SEARCH
MONETIZING
CONTENT
Customer
Relationships
Customer
Segments
ADVERTISERS
WEB SURFERS
CONTENT
CREATORS
Key Resources
SEARCH
PLATFORM
Channels
Cost Structure
PLATFORM COSTS
Revenue Structure
KEYWORD AUCTIONS
FREE
Business Model Canvas: Google
Business Model Generation
Key
Partnerships
Key Activities Value
Propositions
Customer
Relationships
Customer
Segments
Key Resources Channels
Cost Structure Revenue Structure
Your Business Model Canvas
Business Model Generation
12
Gain, Pain, & Google
You
GainGain
Creators
Pain
Relievers
Pain
JobsProducts &
Services
FIND STUFF
TOO MANY THINGS
OFF TOPIC
SAVE TIME
PERSONALIZED
CAPACITY
TARGETING
SIMPLE UI
MAGIC
WEB SEARCH
Gain, Pain, & Customer/Revenue-side Analytics
You
GainGain
Creators
Pain
Relievers
Pain
JobsProducts &
Services
Gain, Pain, & Partner/Cost-side Analytics
Partner
GainGain
Creators
Pain
Relievers
Pain
JobsProducts &
Services
You
local to cloud
M/R
AWS
exercise
identify key components related to pain(s)
Skullcandy
Focus: Get more customers with online channel
Know
● Who
● vs Competition
Be able to
● Target
● Get in front
Profile
● muses & personas
What must be true?
What must be true in order to
detect/identify/catch ___________________?
● know
● be able to
● profile (story)
… in order to get the info
● people
● data points
● resources
… in order to use it
● metric(s) or key results
● tools
● technology
● expertise
Wrap up
Hope
You & your organization will incorporate
advanced analytics as part of your competitive
strategy in your market.
Wrap up
Belief
Data & Advanced Analytics can be key in better
aligning your business with strategic objectives
and can be ideal for helping to measure key
results in the course of meeting those
objectives.
Wrap up
Dare to dream
● Innovation as accepted norm in your enterprise
● Employees feel greater autonomy, mastery, purpose
● Shared, well defined, measurable vision and objectives
● Leaner, more productive organizations
● Delight customers
Thank You!
info@ziff.io
@ziffio
Sponsors

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Big Mountain Data Workshop Technical track

  • 1. Data & Advanced Analytics Technical Track by ZIFF winners of the Big Mountain Data Competition ziff.io & @ziffio
  • 2.
  • 5. Objectives ● Easy to try n-scale nosql you can push to aws ● Use cases & Skullcandy ● Relevant to you & your company ○ Problem types ○ Solution types
  • 6. Upfront Contract YES Business value Specific to your needs Getting started and next steps Well formed next-step Collaboration NO Me-too Latest hotness What the big guys are doing Unrealistic/overly complex Long lectures
  • 7. Agenda 1. Introductions 2. Typical architectures 3. Identify where to make an impact 4. Identify requirements for a POC 5. Wrap up
  • 8. data collectors bulk store batch process live store api service ui Datacenter AWSand/or “Analytic” queues & oltp *SQS redis or couch mongodb rdbms olap mongo Hbase Thrift/Protobuf/AVRO sockets style *messagepack based netty kafka *kinesis apps *elastic beanstalk ec2/vm + load balance emitters *messagepack *s3 ebs *HDFS cassandra columnar on file system M/R based (pig, hive) Graph based off file system anything language diy json mongodb *BaaSes postgres column Hbase/Impala *cassandra graph cypher gremlin search elasticsearch *stupid-simple-n-scale cloud/dc apps ec2/vm + load balance *elastic beanstalk sql-ish Phoenix Cassandra graph Gremlin Cypher search elasticsearch d3 nvd3.js - simple d3.js - complex dc.js - dimensions putting the long-A in OLAP
  • 11.
  • 12. Product Innovation/ Product Leadership Customer Relationships/ Customer Intimacy Infrastructure Mgmt/ Operational Excellence Economics Early market entry enables charging premium prices and acquiring large market share; speed is key High cost of customer acquisition makes it imperative to gain large wallet share; economies of scope are key High fixed costs make large volumes essential to achieve low unit costs; economies of scale are key Competition Battle for talent; low barriers to entry; many small players thrive Battle for scope; rapid consolidation; a few big players dominate Battle for scale; rapid consolidation; a few big players dominate Culture Employee centered; coddling the creative stars Highly service oriented; customer-comes-first mentality Cost focused; stresses standardization, predictability, and efficiency Business Business Model Generation
  • 13. Product Customer Operations ==MARKETING== Who are your potential customers? What do they want? Brand loyalty? What’s next? e.g Customer seg/profile Market analysis Sentiment ==SALES== What motivates customers? Which channels work best? What else do they need? e.g. Engagement Churn Conversion Offers Channel attribution ==OPS== How long will X function? How much product? waste? Will Y be cheaper? e.g. Yield optimization Failure rates Futures Competing on analytics
  • 14. Product focused problems ● Marketing ○ Keywords ○ Channel Attribution ○ Rev/Cost per channel ○ Targeting ○ Profiling ○ Markets (at large, PPC, etc.)
  • 15. Customer focused problems ● Sales ○ Sentiment ○ Retention & Churn ○ Profile ○ Customer Support ○ A/B & Multivariate ○ Offers
  • 16. Operations focused problems ● Ops ○ Failure rate ○ Yield optimization ○ Pricing & Costing ○ Time to ____ ○ Traveling Salesman ○ Backpack
  • 17. Key Partnerships Key Activities PLATFORM MGMT MANAGING SERVICES EXPANDING REACH Value Propositions TARGETED ADS FREE SEARCH MONETIZING CONTENT Customer Relationships Customer Segments ADVERTISERS WEB SURFERS CONTENT CREATORS Key Resources SEARCH PLATFORM Channels Cost Structure PLATFORM COSTS Revenue Structure KEYWORD AUCTIONS FREE Business Model Canvas: Google Business Model Generation
  • 18. Key Partnerships Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Structure Your Business Model Canvas Business Model Generation 12
  • 19. Gain, Pain, & Google You GainGain Creators Pain Relievers Pain JobsProducts & Services FIND STUFF TOO MANY THINGS OFF TOPIC SAVE TIME PERSONALIZED CAPACITY TARGETING SIMPLE UI MAGIC WEB SEARCH
  • 20. Gain, Pain, & Customer/Revenue-side Analytics You GainGain Creators Pain Relievers Pain JobsProducts & Services
  • 21. Gain, Pain, & Partner/Cost-side Analytics Partner GainGain Creators Pain Relievers Pain JobsProducts & Services You
  • 22.
  • 24. exercise identify key components related to pain(s)
  • 25. Skullcandy Focus: Get more customers with online channel Know ● Who ● vs Competition Be able to ● Target ● Get in front Profile ● muses & personas
  • 26. What must be true? What must be true in order to detect/identify/catch ___________________? ● know ● be able to ● profile (story)
  • 27. … in order to get the info ● people ● data points ● resources
  • 28. … in order to use it ● metric(s) or key results ● tools ● technology ● expertise
  • 29. Wrap up Hope You & your organization will incorporate advanced analytics as part of your competitive strategy in your market.
  • 30. Wrap up Belief Data & Advanced Analytics can be key in better aligning your business with strategic objectives and can be ideal for helping to measure key results in the course of meeting those objectives.
  • 31. Wrap up Dare to dream ● Innovation as accepted norm in your enterprise ● Employees feel greater autonomy, mastery, purpose ● Shared, well defined, measurable vision and objectives ● Leaner, more productive organizations ● Delight customers