Transforming Our Business with

a Best-of-Breed Approach

AOL and Netezza-Powered Web Analytics

Senthil Kumar Mohan

Projection

Projection is a voyage that collects data over time to predict and target behavioral patterns by combining web analytics data with back-office systems to achieve actionable solutions.

( )∑Forecasting

Optimization

Projection = fPredictive Modeling

Web Analytics?

“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. “

Advertising

Page View Visitor

New view of Web Analytics“ Web Analytics is an instrument for measuring both Quantitative and Qualitative metrics across the organization. ”

Suppliers

Partners

Sales

Advertising

HRM

Accounting

Budgeting

Audit & Control

CustomersChannels

Procurement

Logistics

Distribution

CRM

FINANCE

OPERATIONS

ERP / SCM

WebAnalytics

Metrics

Suppliers

Partners

Sales

Advertising

HRM

Accounting

Budgeting

Audit & Control

CustomersChannels

Procurement

Logistics

Distribution

CRM

FINANCE

OPERATIONS

ERP / SCM

WebAnalytics

Data Explosion

30M customers x 10 web actions x 2 geo x 2 time period x 12 months = 14,400,000,000 combinations

50 customers x 10 web actions x 2 geo x 2 time period x 12 months = 24,000 combinations

KnowledgeKnowledge

DataData

Optimization

Predictive Modeling

Forecasting

Ad Hoc Reports

Lost ValueLost Value

Value Delivered By Traditional Web Analytics Tools

Value Delivered By Traditional Web Analytics Tools

Drill DownReports

Traditional Web Analytics

KnowledgeKnowledge

DataData

Optimization

Predictive Modeling

Forecasting

Ad Hoc Reports

Lost ValueLost Value

Value Delivered By Traditional Web Analytics Tools

Value Delivered By Traditional Web Analytics Tools

Drill DownReports

Revenue

Cost

Loss

Fixed Cost

Profit

Alternate View

Data Transformation

Industry Approach

BI Analytical / Reporting Tools

Data Sets Data Sets Data Sets Data Sets

Data Stores

Data Marts

Optimized Approach

Data Sets Data Sets Data Sets Data Sets

BI Analytical / Reporting Tools

Large Massively Parallel Processing RDBMS

Data Transformation

Sampling Vs Full Dataset

Sampling fails on the following scenarios:

Change in Business Logic

Multi Domain Integration

Segment Analysis

Behavioral Targeting

Forecasting

Predictive Analysis

Database – Server – Storage: Consolidated

100x THE PERFORMANCE

½ THE COST

UNMATCHEDSIMPLICITY

The Netezza TwinFin™ Appliance

High-performance databaseengine streaming joins,aggregations, sorts, etc.

SQL CompilerQuery PlanOptimizeAdmin

Processor &streaming DB logic

Slice of User DataSwap and Mirror partitionsHigh speed data streaming

Hosts

Snippet Blades™

(S-Blades™)

Disk Enclosures

Case Study : Netezza Appliance

Key benefits of a Netezza-powered approach to web analytics

100x THEPERFORMAN

CE

½ THECOST

UNMATCHEDSIMPLICITY

Best-of-breed analytics tools deliver competitive advantage

Orders/Leads

Age Group

Actionable Insights & Metrics Look-alike Modeling

Customer Research

Satisfaction

A/B Testing

Textual Analysis

Income Group

Segmentation Logistics

Problem Resolution

Conversion Rates

Revenue: How/Why

DemographicUser Data

Targeting disparate data silos

Gender

Behavioral Targeting

Behavioral Targeting is about reaching people, NOT pages

Technology AOL has developed the gold standard in Behavioral Targeting

Scale AOL Media sites and advertising network reach 9 out of 10 consumers online

Integrity AOL operates with full respect for consumer privacy; we allow users to opt-out and we do not collect any personally identifiable information

Optimization Results-based performance using the Internet’s best optimization technology

Quality We combine best-in-class data providers with clean, well-lit inventory

Behavioral Modeling

SERVE RELEVANTADVERTISING

The segment population is eligible for relevant targeting across the AOL Media sites

USERS ARE SLOTTED INTO RESPECTIVE AOL MEDIA BEHAVIORAL CATEGORIES

Specific content consumption on AOL Media sites, and the recency and frequency of that consumption, is mined and modeled to

define and create AOL Media segments. Users are slotted into their respective segment(s) based on observed visitation behaviors and

these are stored in their cookie file

CONSUMERS BROWSE AOL MEDIA SITES ONLINE

Users on average spend more than 3 hours and 45

minutes longer on AOL than Yahoo! and Facebook*

User A recently visited

AOL Living

AOL Living

AOL Health

Moviefone

AOL Technology

parentdish

…delivered to“AOL Living audience”

*Nielsen Online, June 2010

Behavioral Targeting Suite

Audience BehaviorsTarget one of 150 behavioral segments (e.g. Auto Intender, Apparel Shopper)

Custom Audience BehaviorsTarget a custom segment of users who have displayed relevant, discrete behaviors

Audience ExtensionTarget a specific set of AOL Media users outside of AOL Media content at a lower CPM

Advertiser LeadBackRe-target users who visit your website

Creative LeadBackRe-target users who have clicked or seen an ad banner

Sponsorship LeadBackRetarget users who have been to specific sponsorship area of AOL

Reverse LeadBackTarget anyone but your users

SearchBackTarget users who have made a category-related search on AOL Search or AOL properties

BEHAVIORAL TARGETINGBehavioral Targeting is an

opportunity to reach users based

on displayed behaviors online:

content visited, search queries,

ads clicked and/or viewed,

actions taken on a website.

OUR SUITE INCLUDES THE FOLLOWING SOLUTIONS

Demographics Targeting

High

High

High

Recency of visits to YourWebSite.com

Inco

me

Age

Age: 50-65Income: LowRecency: Low

Age: 18-24Income: HighRecency: Low

Age: 25-35Income: HighRecency: High

Age: 36-49Income: LowRecency: High

Geographic/Daypart Targeting

User: Target users based on the DMA look-up, or destination query data

NON PII BASED TARGETING Target users in specific geographic locations: country, state, city, DMA, zip code (AOL Media), 3rd level zip code (Advertising.com network).

DESTINATION BASED (only on AOL Media)

Reach users on results pages based on the destination queries submitted on MapQuest or AOL Travel Guides.

GEO CONTENTSITE TARGETING Target content that is geographically or locally-centered.

TIME OF DAY Target users by time of day regardless of time zone.

DAY OF WEEK Target users by day of the week.

Site: Target users while they consume geo-focused content

Target users by time of day – or day of week – based on user time zones orEastern Standard Time ad server configuration.

Content targeting

How it Works:Content targeting is the by-product of Behavioral and Geographic targeting. By identifying the customers behavior, location and time we can deliver the relevant content.

1 2 3

Identify the Behavioral segment

Identify the DMA / Geo segment.

We deliver relevant content.

Demo, Geo and Behavioral data is used to create look-alike models. This model is an anonymous method of identifying users and matching them with relevant content.For example, people from specific DMA code typically like product X and tend to drive Y. Then whenever a visitor shares those characteristics, we can make more intelligent decisions about which content and ads to present.

Case Study : Look-alike modeling

Projection

KnowledgeKnowledge

DataData

Optimization

Predictive Modeling

Forecasting

Ad Hoc Reports

Drill DownReports

Revenue

Cost

Loss

Fixed Cost

Profit

Thank youhttp://www.linkedin.com/in/senthilkmohan