Realtime Personalization improves Customer Experience

Negib Marhoul, Solution Engineer

Thursday, 26. October 2017

From validation to momentum.

400+Employees

$190MFunding

500+Customers

Founded in April 2010Santa Clara • San Francisco • Austin •

London • Paris • Berlin • Tokyo • Sydney

(Series E – Sept. 2014) 30% +2016 World’s Best100 Cloud Companies

Ranked #1 in multiple operationaldatabase categories

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Digital Transformation is the evolution of business processes to provide

better experiencebetter efficiencynew services

through a better use of digital tools and data

cons

umpt

ion

date

Let’s takea moment

Your business interacts with people, processes and things all the time

…in a rapidly evolving world.

Each time a customer is exposed to an improved digital experience, their engagement expectations are reset to a new higher level.

Source: Forrester© 2017 DataStax, All Rights Reserved. Company Confidential

CONTEXTUAL

These cloud applications must meet expectations.

ALWAYS-ON DISTRIBUTED SCALABLEREAL-TIME

© 2017 DataStax, All Rights Reserved. Company Confidential

DataStax Enterprise

Master-less Always-On, Scalable, Distributed

• Best in class fault tolerance• Replication automatically handled• Remains operationally simple at scale

DC1 DC2

On Premise, Cloud or HybridAlwaysOn, Linear Scalability

Data consumption

24/7/365expectations

MoreTx /Legacy? Scalability/MIPSCosts

New applications using existing systems ?

Application

Searchcapabilities 24/7/365?Batchwindow?

SearchEngine

Addedcomponent /Complexity

Data consumptionODH: Legacy / Mainframe Offloading

Application Operational Data Hub

24/7/365expectations

MoreTx /Legacy? Justscale(addnodes)

Searchcapabilities NativeAlwaysOn IntegratedSearch

Search

Netflix Delights Customers with Personal RecommendationsWorld’s leading streaming media provider with digital revenue $1.5BN+Tailors content delivery based on viewing preference data captured in DataStax EnterpriseIncreased market cap by 600% since 2012Introduction of ‘Profiles’ drove throughput to over 10M transactions per secReplaced Oracle in six data centers, worldwide, 100% in the cloud

11

Linear Scalability

– Have More Data? Add more nodes.– Need More Throughput? Add more nodes.

http://techblog.netflix.com/2011/11/benchmarking-cassandra-scalability-on.html

• Apple• 115,000+nodes• 10’sofpetabytesofdata• Millionsops/second• Largestcluster1000+nodes

• Sony• PlayStationnetworkauthentication/authorization

• Uber• About5,000nodes,going10X• Millionsops/second

– Nodes Down != Database Down– Datacenter Down != Database Down– Upgrade != Database Down

Continuous Availability

Sony Playstation Network World’s largest online marketplace needed highly scalable, available and robust data storeHandles fraud detection, messaging, and more with DataStax EnterpriseEnsures that users get the most accurate results for their searchesStores vast amounts of data: 250 TBs (Single transactional table: 40TB!)Handles high velocity with over 6 billion writes and 5 billion reads daily

Ebay Connects 100M Customers with 400M Items; Always-OnWorld’s largest online marketplace needed highly scalable, available and robust data storeHandles fraud detection, messaging, and more with DataStax EnterpriseEnsures that users get the most accurate results for their searchesStores vast amounts of data: 250 TBs (Single transactional table: 40TB!)Handles high velocity with over 6 billion writes and 5 billion reads daily

© 2 0 1 6 D a t a s t a x , A l l R g h t s R e s e r v e d15

Data ingest and processingNew applications using existing systems ?

Application

24/7/365expectations

Kilos- Megawrites/s Scalability/Costs

RealtimeAnalytics Not100%Up Addedcomponent /Complexity

ODH: Massive ingest / in-place analytics

Application OperationalData Hub

Data ingest and processing

24/7/365expectations

Kilos- Megawrites/s Justscale(addnodes)

RealtimeAnalytics NativeAlwaysOn IntegratedStreamingAnalytics

ContextualReal Time

Real Time Scoring Data Pipeline

SocialLocation

Sensor

Web Clicks

Event Consumption

Contextual Enrichments

OperationalData Hub

Scoring using event and contextual

data

Decision

PreviouspurchasesCustomerprofilePointofSaleprofile

Previousincidents

Raisinganalert

Recommendingaproduct

Blockinganoperation

Write

ProductRecommendationPersonalizationFraudDetectionPredictiveMaintenance

Personalizedbanner

Read

EventdataandDecision

Operational Data Hub vs Data Lake ?

Data Transport Layer

Operational Data Hub Data Lake

APIsDataWarehouse

Customer360

RecommendationPersonalization

IoT

Row storage Unstructured storageColumnar storage

Logs/FileStorage

Low latency request Customer Analytics

Real Time IngestBI analytics

Fast Data History / Archive Data

Denormalized Model

Real Time Scoring ML LearningBatch Scoring

Star Schema

CDC / Message Queuing / Streaming ETL

Operational Analytics

Operational Applications Analytical Applications

CRMERP SCM MainframeSocialLocation

Sensor

Clickstream

LogsEmail

HTTP Application Message Queue

StreamingAnalytics

BatchAnalytics

Real-time

DSE Multi-Workload Architecture

CONTEXTUAL

New applications must meet expectations

ALWAYS-ON DISTRIBUTED SCALABLEREAL-TIME

© 2017 DataStax, All Rights Reserved.

We are the powerbehind the moment.

© 2017 DataStax, All Rights Reserved. Company Confidential

Next Step• Visit http://www.datastax.com/ for

more resources on CX

• Consult with DataStax experts on CX blueprint services for CX 360 and/orReal-time Personalization project

Thank you

© 2017 DataStax, All Rights Reserved. Company Confidential