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

Akamai — Faster Forward

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

©2012 AKAMAI | FASTER FORWARDTM

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 Application Performance Web Security Broadcast Video Operator CDN

Mobile Performance Cloud Performance Software Distribution Custom Networks

Advertising Decisions

©2012 Akamai Akamai Confidential

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


Full Funnel Marketing Solution

IN-MARKET
CONSUMERS
AWARENESS

Start the conversation
Avoid data theft and downtime by extending the
security perimeter outside the data-center and
NEW &
protect from increasing frequency, scale and
<
LAPSED PROSPECTING
sophistication of web attacks.
CUSTOMERS
Drive new user growth and
re-engagement

RECENT SITE
VISITORS, REMARKETING
CART
ABANDONERS
Deliver efficient conversions


Big Data Powers Our Marketing Solutions

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


What
Avoid data theft and downtime by extending the
security perimeter outside the data-center and

How protect from increasing frequency, scale and
sophistication of web attacks.


Integrating Platforms, Data Sources & Media Channels


3 Elements

Infrastructure Differentiation Execution

ID Data Media

Collection Modeling Analytics

Storage Reporting


Infrastructure

ID

Collection

Storage


User ID’s: Dealing with Fragmentation


Data Collection: The “Pixel Problem”

Totally unique to the
industry and exclusive to
10ms
Akamai customers, pixel- web experiences and manage complexity from peak
free data collection is core demand, mobile devices and data collection.
to our ad system
15ms


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

Each of our two data platform installations
are 100 machine Hadoop clusters:Grow revenue opportunities with fast, personalized
• Approx 800 cores web experiences and manage complexity from peak
• 1.6 TB RAM
• 400 TB (raw) Akamai
Edge Networks

Data Platform Data Platform
West (1 of 2) East (2 of 2)


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 Grow revenue opportunities with fast, personalized
 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 Funnel
Processing $100K+ transactions and 1 million behavioral data points
every minute

Real demand, mobile devices and data collection.

Time

Modeling


Media Challenges

Cookie Matching Global Frequency Capping


Media Powered by Akamai
100% cookie-match with all of our partners

10ms


15ms

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


Reporting and Analytics

Incrementality Multi-Channel Attribution


Platform at 50,000 Feet

First-Party: Data Co-op


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?

Merchandising Recommendations

CRM One-to-One


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: Data:
Recognizing Multi-Channel
customers Users also
across multiple means that the
channels, valuable data
especially in you need for
our multi- your program
device world, is fragmented
is quite difficult across these
channels


The Personalization Stack
Personalization/Recommendation Engine

Modeling/Segmentation

Analytics/Reporting

Taxonomy Library

Data Storage & Management

Data Supply

User ID


Point Solution or Integrated Solution?

Point Solutions Integrated Stack


Closing Thoughts……

Big Data


Data is the soil khan smith create tech 2012

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