Data-Driven Business with Reactive Marketing Technology

Presented by @tantrieuf31 http://nguyentantrieu.info

Key questions for us today ?1. What is data-driven business ?2. Why should we apply analytics in business ?3. Introducing model “9D” for big data business.4. How can we do it ?5. Case study:

Building a Digital Marketing Software with Open Source Big Data Tools

You will see how (innovation + marketing) = growing2

Refer: http://gartnernews.com/gartners-top-10-strategic-technology-trends-for-2015/

Key points of this slide:1. Analytics2. Context Mining3. Smart reporting

What is data-driven business?Ok, it’s just a business, which is driven by data analytics

Refer: http://www.nytimes.com/2011/04/24/business/24unboxed.html

How ?It’s the Data-Driven Business

Advertising Analytics 2.0

1970s 1990s 2000s 2010s

Data Management Technology and Trends● rfxDB● Apache Storm● Apache Kafka● Apache Spark● ...

● Hadoop Ecosystem● NoSQL Ecosystem

● Oracle● MySQL● PostgreSQL● ...

Logical Concepts of Reactive Marketing (RM)http://www.mc2ads.com/2014/12/concepts-of-reactive-marketing-for-21st.html

Where do Reactive Marketing come from ?

Why is Reactive Marketing ?

Why should we apply data analytics in business ?

Why ?First, analytics help us organize data into an understandable structure

Second, growing our analytics capability means we could make better business plans, decisions and actions

(1) collect all data you could have

(2) define key questions for your business

(3) Scenario planning for all decisions and actions

forecasting

decision point

“Vision Without Execution Is Just Hallucination”

Ok, cool ideas, but how we build it ? Our

Our

We are here

the model “9D” for big data analytics

Full mindmap:http://www.mindmeister.com/450339578/big-data-platform

http://www.datascienceontology.com

How to make an elephant run faster than a leopard?

Everyone has 6 seconds to think about this problem

Tools I used to build Reactive Marketing Technology

Philosophy

Front-end tools

D3 helps you bring data to life using HTML, SVG and CSS

NodeJs is perfect for data-intensive real-time applications that run across distributed devices

Back-end tools

Apache Phoenix

as SQL ad-hoc query engine on Hadoop

RFX for reactive “Fast data” computation.

It’s my framework from mc2ads Lab

Ok, but how can we build it ?Lightweight Lambda Architecture

Let's demo: Real-time Reactive Marketing1. Collecting 3 types of data (b,b,c) → store data as stream2. Stream processing → real-time behavioral analytics3. Reactive processing → personalized product

recommendations4. Collecting feedback data → Send marketing email5. Compute social trends → Auto tweet and share

promotions to social media