leveraging big data opportunities for growth

Krishna Tewari Global Head

Digital Publishing & Retail solutions

Datamatics Global Services Ltd

Leveraging Big Data Opportunities for Growth

Challenges for publishers

Big Data in publishing industry

The technology landscape

Use cases for publishing

Planning for Big Data

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This is ‘The Library of Alexandria’ Here the Egyptians once collected and managed every scroll of information

then available in the world

The classical content

Artist: O. Von Corven, Source: Wikipedia

Newsroom www.telegraph.co.uk

http://www.telegraph.co.uk/

The Publisher’s tilt

challenge is to bridge the chasm ahead….






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Data & content in the publishing world Structured Semi structured Unstructured

Content

Databases XML Files PDFs Headers Metadata

Image Banks Application Files Adverts Feeds

Info Graphics Audio Video Content sharing Ratings

Readers / Content Consumers

Subscriptions Customer Information CRM Data

Purchase History Demographics Service Logs

Reading Modes Interest Areas Buying Patterns Searches,eMails Spend Analysis

Likes Tweets Shares Ratings Reading ,Chats

Sales Channels

Geo Spread Publication type Performance

Geographical Performance

Campaign Data Discounts Bundled offers Geo preferences Channel data

Hit counts Events Surveys Marketing copies Test runs

Authors/ Data providers

Author Databases

Contracts Permissions Rights

Market performances Subject expertise Qualifications Affiliations Emails, Payments

Tweets Shares Peer Reviews

80 % data existing in any enterprise today is unstructured

What Consists of Big Data?

Big Data Integration

Big Transaction Data Big Interaction Data Transactional Data:

Orders, Invoices, Payments, Plans,

Deliverables, Travel records

Other Interaction Data

Big Data Processing

Analytical Data:

Historical Data, Machine Streams, Clickstream

data, Log files

Volume

Velocity

Variety

Complexity

Big Data is the confluence of the three trends consisting of Big Transaction Data, Big Interaction Data, and Big Data Processing






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Big Data Technology Landscape






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Use Case: Large Scale Data Archival

Data segregated in disparate platforms in different file formats can be acquired & organized easily using Big Data

Transactional Data

Publishing House Historical Data • Millions of Images • Millions of Data Files • Thousands of articles from hundreds of authors

Contracts Board

Comments

Mails & Tweets

Integrated Data Repository

(Powered by Big Data) Automatically indexed and

tagged and made available for end users through a portal

Case Study : Archiving at RSC

• About Royal Society of Chemistry – Europe’s largest society in advances of chemical science

• Business Challenge – To organize assets accumulated since 1840s – Content Summary:

• 1 million images • Millions of Scientific data files • Hundreds of thousands of articles from 200,000 authors • Recent Captures – Social Media, Video and Digital Assets

• Solution – MarkLogic (NoSQL solution) was used to create a repository accessible for RSC’s online

users, entrepreneurs, researchers and educators – Content stored as XML documents (using document centric model)

• Benefits – Allows RSC to publish 3x times as journals and 4x times as many articles

Source: http://is.gd/oyEu01

http://is.gd/oyEu01

Case Study: Converting Large Scale Images in NYT

• About New York Times – American daily newspaper, published in New York city since 1851

• Business Challenge – NYT decided to make all public domain articles dated 1851-1922 available to the readers

free of charge – 11 million articles available in images were to be converted to PDF format – Previously PDF were generated dynamically. But as traffic scaled this approach ran out of

feasibility

• Solution – Pre-generating articles & serving them as static files to readers

• Amazon S3 as File System • Amazon EC2 for Web Services • Hadoop to convert articles into PDF files

• Benefits – NYT were able to save tremendous IT investments and were able to deliver over 1.5 TB

of data to users instantaneously

Source: http://is.gd/kMqKSe

http://is.gd/kMqKSe

Use Case: Leveraging Value in Social Media

GoodReads Reviews

Facebook Page Likes

and Comments

No of Tweets with

hashtag of bookname

Source: Twitter, Facebook, Goodreads pages of RailSea [Author: Chine Mieville, Publishers: Random House]

Publishing Companies can leverage Big Data to aggregate and track social data in real time

Case Study: Personalizing Interactions at De Persgroep

• About De Persgroep – Leading Publishing and Broadcasting network in Belgium and Netherlands

• Business Challenge – Millions of readers, viewers tune into De Persgroep’s print and digital, TV and radio

channels – With users accessing content through multiple devices (iPad, Kindle, iPhone) consumer

data outgrew the bounds of siloed solutions

• Solution – Customer used Lily 2.0 (with help from NGData – customer intelligence management

company) to get an intelligent view on how customers are leveraging the content generated by the group

• Creating personalized interactions, messages, and offers based on user preferences and purchase history

• They realized an increase in Customer Lifetime Value

• Benefits – The adoption enabled De Persgroep to understand viewing and content preference of

customers, and to create and share timely and relevant content on those lines

Source: http://is.gd/M7lVWw

http://is.gd/M7lVWw






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insights for growing the business

Reader / Content Consumer

Past Searches

67% - LIFE SCIENCES

Entomology

Coleoptera - 56%

Lady bird beetle (72%)

Beetles (28%)

ad banners in the website

Display Lady bird research articles

Discount coupons for subject books

Customize bundled offers

Demographics Prof in Humboldt Universität, Berlin

Dept of Agricultural entomology

Editor in Chief – Life sciences journal

Customized bills with focused ads

Upcoming publications

Discounts

Time of reading

Subject related searches 10 AM – 4 pm

device read 8 pm – 10 pm

Device content share – 9 - 9.30 pm

80% tweets – 6PM – 7 PM

Customized ad release timings

Ad release in devices

Do not disturb timings

Tailored call center action

Spend Analysis Total monthly spend – euro 350

Research articles - euro 250

Books -euro 45

Journal subscription -euro 55

Ads of publications in price range

Bundled savings

Spend trend and alerts to sales

Social Media Activity

Very active social media

FB shares – 27% XYZ | 80% ABC

Tweets – 18% XYZ | 82% ABC

Low share of wallet

Watch customer surveys

Alert customer Account Manager

Reading Device 24% online searches – desktop

76% Book reading - iPad

More focus on ipad alerts for

books

Offers on ebook versions

DATA ANALYTICS ACTIONS

Big data innovation trends

Source :http://www.constellationrg.com

http://press.teleinteractive.net/media/blogs/data/BigDataInnovationTrends.svg

http://www.constellationrg.com/blog/2013/03/new-hope-big-data

Recommended Steps to consider Big Data

• Identify the business problem that you are trying to solve

• Identify the relevant technology that will be able to address the problem

• Break organization silos and form cross functional teams

• Assign responsibility to a mix of ‘left brain’ analytical and ‘right brain’

depicter type of people

• Start small, with proof of concepts playing around with existing commodity

hardware and free solutions

• Striking a balance between the existing technology infrastructure and

introduction of Big Data technologies

There is new hope with big data…

Leveraging Big Data Opportunities for Growth

Krishna Tewari Global Head

Digital Publishing & Retail solutions Datamatics Global Services Ltd

[email protected]