Big Data in Hulu - itdks.combos.itdks.com/0510dd49f09049a181254d1a648a1d4e.pdf · 2018. 12. 11. · Marketing In Hulu – Matrix Demand Generaon Acquisi1on Engagement Decline Re-acquisi1on
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Big Data in Hulu Yuming Liang
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Agenda
• What is Hulu?• Big Data in Hulu• How Data Helps Marketing• How Data Helps Advertising• Q&A
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Hulu Introduction – Overview
GAMING • CONNECTED TVS • MOBILE • COMPUTER
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Hulu Introduction – Overview
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Big Data in Hulu – Framework
DoingThingsRight
DoingtheRightThings
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Big Data in Hulu – Framework Business
Data
Technology
Organiza7on
Process
Culture
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Big Data In Hulu – Business Model
Cost Revenue
Adver7sing
Subscrip7onFee
Tech
Marke7ng
Content
1. Startfrombusiness2. Figureouthowdata
couldhelpon:• supportdaily
opera7on• reducecost• increaserevenue
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Big Data In Hulu – Overview
BigDataInfrastructure
Instrumenta1on
DataLake
DataWarehouse
DataMart DataMartODS OLAP
DataAccessTool
DataApplica7onProduct Marke1ng Adver1sing Finance
1. Combinegeneralpurposebigdatatechnologystackwithcompanyspecificbusinessscenarios
2. Combineanaly7cssystemwithopera7onalsystem
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Marketing in Hulu
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Marketing In Hulu – Goal
Branding Acquisi7on
Engagement Reten7on
Cost
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Marketing In Hulu – Customer Lifecycle
DemandGenera7on
• Howtofindrightuser?
• Howtoenhancebranding?
Acquisi7on
• Howtoprovevalue?
• Howtoonboardusereffec7vely?
Engagement
• Howtoincreasediversity?
• Howtoincreasefrequency?
Decline
• Howtoiden7fychurnrisk?
• Howtofigureoutchurnreason?
Re-acquisi7on
• Howtoiden7fyhighvalueuser?
• Howtore-acquireuser?
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Marketing In Hulu – Key Consideration
Targeting
Product
PricingChannel
Message
Contextawareness:1. Variesfromdifferent
customerlifecyclestage2. Variesfromcombina7onof
keyconsidera7onChannel:1. OnHulu2. OffHulu+Online3. Offline
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Marketing In Hulu – Matrix DemandGenera1on Acquisi1on Engagement Decline Re-acquisi1on
Targe7ng
Product
Pricing
Channel
WhatistheROIforeachofourpaidmediachannels?Whatcostpersign-upshouldwetargettoprofitablyacquirenewsubscribers?UseCLVandA[ribu7onincombina7ontodeterminetheCPStargetforeachchannel.
Messaging
Data:1.Cost/Valueofeachchannel2.CLVofeachuserSystem:1.MTA,Dimensionalanalysis2.CRMdatabase
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Marketing In Hulu – Requirement
• Firstparty/Thirdparty• KPI/Repor7ng
DataLake/DataMart
• Fact• Userpersona
CRMsystem
• Inhouse• External
Marke7ngcampaignmanagement
• MMM/MTA• OLAP/Cohort/Funnel• DataMining
Advancedanaly7cssystem
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Logical Architecture
Data:1. 1stpartyvs3rdparty2. implicitandexplicitSystem:1. analy7csorientedvs
opera7onaloriented2. Fine-grainedvs
coarse-grained
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Audience Platform - Overview
AudiencePla_orm
Data• 1stPartyData• 3rdPartyData• UserPersona
Analy1cs• Segmenta7on• OLAP• CohortAnalysis
Integra1on• Marke7ng• Adver7sing• Research
1. Aggregatedataatuserlevel
2. Op7mizedforopera7onalpurpose
3. Op7mizedforadvancedanalysis
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Audience Platform - Overview INTEGRATIONS
• Marke7ng• Online+OnHulu
• Pushno7fica7on• Email• Inhouseads• Masthead
• Online+OffHulu• SocialTarge7ng• DMP
• Offline+OffHulu• Analysis• Panelmatching
• Adver7sement• AudienceTarge7ng
• Firstparty• Thirdparty
• Exchangingdatawiththirdparty
DATASOURCE
• Firstpartydata• Profile• Behaviors
• Onboarding• Engagement• Payment• Churn
• Userpersona• Adver7sement• Product• Marke7ng• Finance
• Thirdpartydata• Facebook• BlueKai• Acxiom• Experian• *DataLogix
COREFUNCTIONS
• UserCohort
• Deepanalysis
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Audience Platform – Data Pipeline 1. Logical
architecture2. 3rdpartyis
ingestedinsimilarway
3. Severaldownstreamingintegra7on
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Audience Platform – Analytics Engine (1)
1. Howtomakeitfastenough?
2. Prestoistooslowforthiscasesduetojoiningtoomanytables
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Audience Platform – Analytics Engine (2)
• Useridaskey
• nesteddata• allhistoricaldata
• 3rdpartyandlabeldataincluded
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Audience Platform – Analytics Engine (3) Node
Manager
NestoCoordinator
NodeManager
NestoWorker
ZK
Metaservice
ResourceManager
NodeManager
NestoWorker
client 1.Submitquery2.parsequery3.codegenerate
4.schedule/submittask
5.readdata
5.filterrecords6.select/transformerrecords7.aggregateresult
8.post-aggregate 1. Dedicatedqueryenginefornesteddata
2. Op7mizedforadvancedanaly7cs
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Advertising In Hulu
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Advertising in Hulu – Overview
Contractedbased
Brandadver7sing
Guaranteeddelivery
Inventoryforecas7ng
Audiencetarge7ng
Onlinealloca7on
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Advertising In Hulu - Architecture
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Advertising In Hulu - Projects
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Summary Business
Data
Technology
Organiza7on
Process
Culture
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Q & A
Thank you
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