Marketing Technology Master Class SapientNitro XI 2014

love your technology?

share your technology choices

Technology 2.0 – meeting marketing challenges

I build experiences.

Speaker

Alok Kumar Senior experience technology

Aniket Data architect – Marketing Analytics

I am an architect on consumer intelligence platform that enables insights from instrumented people, places and things.

Keen open source contributor.

Speaker

experiences technology relevance

new concepts in analytics

Img:http://yourjesusmind.com/tag/gaming/

our objective

“I want to engage kids in my store so that parents can spend

more time in store”

bazaar

“I just want it in one store”

“It should be simple to manage”

“It should be simple to play”

“Operations”

“Deployment”

“Quality”

scope mapping

“The game is good, could we make it more easier for anyone to play in store – too many mobile choices make

it difficult for all to have similar experience”

experience needs to be simple enough

bazaar

scope mapping

“Can we make it more natural”“I don’t want

to change anything else”

“I want to deploy at multiple stores”

“Extensibility”

“DevOps”“Configuration management”“Code

complexity”

lets dig in …

Horizontal scaling

Fun

ctio

nal sp

lits

Data

swim

lane

s

Synchronous

scalability

Horizontal scaling

Fun

ctio

nal s

plit

s

Data

swim

lane

s

Synchronous

scalability contd.

Horizontal scalingFu

ncti

on

al sp

lits

Data

swim

lane

s

Synchronous

scalability contd.

Horizontal scaling

Fun

ctio

nal sp

lits

Dat

a sw

im la

nes

Synchronous

scalability contd.

Sender Receiver

Sends and keeps on working Message

Asynchronous

scalability contd.

“Launch the game in stadium to capitalize the IPL season”

bazaar

Thing big

“It should be fast”

“Performance”

“All should play”

“Concurrency”“Scalability”

“Personalize the experience ”

“Persistence”“Security”

scope mapping

Storage

messagingStreaming

Controllerasynch

Producer

Consumer

Quality Deployment

Operations

Configuratio

n

Managemen

t

Performance

ScalabilitySecurity

Extensibility

Maintainability

This is complex shit!!

game architecture

Singularity Isn’t Near

It is not just about Technology

“I am not sure if the game is getting enough footfall”

bazaar

Knowing the unknown

“How do I measure reach?

“What all things can I measure”

“What are the insights”

“How do I capture and mine the data”

scope mapping

WHAT WOULD THEY TELL YOU?

If you were to interview the walls and ceiling of the store

Where do you go? I wanna know!

https://www.flickr.com/photos/iheartgiraf/6283211485/in/photostream/

Our Presenter’s path

Sense Store Analyze

Visualize Data e.g.

thermal images, surveys

Store time series data

Store insights

Machine learning, statistics

Stories and typologies of people and events

Narrated by hard data

Layers

PAN #1

PAN #2

ZigbeeMQTT-

SN

HTTPMQTT over TCP

Sense – sensor deployment

Data Platform

Sense Store Analyze

Visualize Data e.g.

thermal images, surveys

Store time series data

Store insights

Machine learning, statistics

Stories and typologies of people and events

Narrated by hard data

Layers

Data Receiver API

Data Receiver API

Data Receiver API

Data Receiver API

Monitoring

Monitoring instrument rates

Monitoring latency

Sanity Testing

Real time streaming

Data Receiver API

Sense Store Analyze

Visualize Data e.g.

thermal images, surveys

Store time series data

Store insights

Machine learning, statistics

Stories and typologies of people and events

Narrated by hard data

Layers

New data

Batch Analytics

Batch Views

Real time Analytics

Real time views

Query

Master Database

Analyze

• API has a learning curve especially for developers not familiar with functional programming

• Closure Serialization• You may need atleast 1 Scala developer in your

team• Library version conflicts

Spark Caveats

Our Analytics Engine

Sense Store Analyze

Visualize Data e.g.

thermal images, surveys

Store time series data

Store insights

Machine learning, statistics

Stories and typologies of people and events

Narrated by hard data

Layers

Visualization

http://www.informationisbeautiful.net/2009/if-twitter-was-100-people/

Visualization Demos

Putting it all together

• Mantra for success – Technology + Mindset• Building experiences have the same enterprise

level complexities• Mastering intelligence is essential

Key Takeaways