1. BIG
DATA
ECOSYSTEM
AT
INMOBI
Sharad
Agarwal
Sharad Agarwal
Nasscom ATC 2013

2. Technology and Product have led to InMobi being recognized by
MIT as one of the Top 50 Disruptive Companies for 2013
2

3. InMobi Global Reach And Scale
3

4. Data
Sciences
Decision Making by
Machines
Infrastructure
Scaling
Decision Making By
Humans
Reports
Agile Reports & Analytics
Increasing Value
Data Driven Business
Decisions
Leveraging Data
Data Driven Systems
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5. Optimization
§
§
Campaign Delivery
Marketplace Health
Business Metrics
§
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§
Adoption Metrics
Product Performance Metrics and Debugging
Planning and Strategy – Demand, Supply and others
Exploration of new
opportunities
§
New Product / Feature Ideas
Data Driven Decision Making

6. Prediction
Prediction
§
§
§
Prediction of Click through Rates and Conversion Rates
Forecasting and Planning – Inventory / Burn
Risk Mitigation and Management – Overburn / Fraud
Recommendation
Recommendation
§
§
§
App Recommendation Engine
Dynamic Personalization of Creatives
Bid Budget Recommendation
Targeting
§
§
§
§
Audience Segment based Targeting
Geo and Hyper local Targeting
Contextual Targeting
Look Alike Modelling
Pricing
§
§
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Conversion Based Pricing
Engagement based Pricing
Determining the value of Supply
Data Sciences Driven Systems
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7. 1
Access
to
Data
2
Ability
to
Process
3
Ability
to
U@lize
7

8. Curate
Reporting &
Analytics
Ingest
Data
Ingestion
Normalize
Data Systems
Analyze
Store
Data Flow
Data
Consumption
Feedback ->
To power
products
8

9. Commoditize Data Access And Processing
By Providing Rich Abstractions
Design: Data Platform Goal
9

10. APLICATIONS
DASHBOARD
SDK
DATA
INGESTION
CONDUIT
+
PINTAIL
DATA
MGMT
FALCON
ANALYTICS
GRILL
Signals
Ac3onable
Insights
InMobi
Big
Data
Pla=orms
STORM
Hosted/On-­‐Premise
Cloud(Public/Private)
DATA
INFRASTRUCTURE
Server
Infrastructure

11. Collect signals – streaming, batch, multi-site
At Scale In Real Time
Conduit + PinTail
1
1

12. DC1
Producers
A_part1
B_part1
DC2
Producers
A_part2
DC3
Producers
B_part3
Control
Flow
A
DC1
Consumers
B
DC2
Consumers
A
B
Data
Flow
DC3
Consumers

13. InMobi Incubated Its Hadoop Data
Management Project in Apache
Apache Falcon
1
3

14. Apache Falcon

15. Adhoc Reporting on Logical Cube Abstraction
Across Heterogeneous Storages
GRILL
1
5

16. GRILL: Query on Cube using HQL
1
6

17. 8 Bn
240 TB
Hbase Read-Write throughputs
per day
Amount of data read / written
by systems in a day
1+ PB Storage
10 Bn
Hadoop cluster
175 K
Raw events per day
Hadoop Jobs per day
InMobi and Big Data – Metrics
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18.
sharad@apache.org
@sharad_ag
Bangalore
Hadoop
Meetup
Thank You
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