Evolving of Data Warehouse in Avito...

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vito

Nikolay Golov

Data Warehouse [email protected]

Evolving of Data Warehouse in Avito

mailto:[email protected]


1) Company IFRS accounts, 2014 and 2013 revenue converted at an RUB/$ exchange rate of 39.6 and 31.9 respectively, 2014 and 2013 CBR average respectively

2) In terms of page views, calculated based on Liveinternet data for Russian top-50 classifieds

3) Number of sold used cars in Russia 2014 according to Autostat is 6.01m. Users indicated 2.4m cars as “sold on Avito”. 2.4/6.01=40%

Source: Internal data, Liveinternet is used for relative size calculation

Clear #1 in Russia

One Country, Many Cities, Five Verticals

Size Relative to #2 Classified Site in Key Verticals by Page Views

Moscow

St. Petersburg

Novosibirsk

N. Novgorod

Kazan

Samara

Rostov

Volgograd

Voronezh

UfaChelyabinsk

Omsk

Krasnoyarsk

Vladivostok

Yakutsk

IrkutskKhabarovsk

1.6x2

Size of Russian

classifieds market

Almost 50%

Page Views from

Mobile

40%(3)

of all used cars sold

in Russia in 2014

sold on Avito

250K – 300K

listers per day, of

which ca. 10% list for

the first time

RUB2,177m

2014 EBITDA(1)

(+221% to 2013)

7.9bn

Page Views in Dec-2014

across all devices

generated by 27mm people

Ca. 9,500+

Local SMEs on

subscription model

24.5mm

Active Items on the site as

of 2014 YE

RUB4,305m

2014 Revenue(1)

(+79% to 2013)

Auto

2.0x

Real Estate

15.8x

Jobs

1.5x

Services

75.8xAll Categories 4.8x

General

75.1x

By far the largest classifieds in

Russia and one of the biggest

general classifieds worldwide

Larger than Yandex in search

queries for many goods and

services

Top-of-mind in many categories

Ca. 600 employees, of which

ca.150 moderators

Profitable since Q2 2013

Selective introduction of

professional listing fees in Q1

2015

Domofond successfully

commercially launched in Q1

2015

Clear #1 in Russia


2014-2015

1. Craigslist.com (USA)

2. 58.com (China)

3. Avito.ru (Russia)

Avito in the world

2015-2016

1. Craigslist.com (USA)

2. Avito.ru (Russia)

3. 58.com (China)

1bln. $ 2.7 bln. $


Source: Google Analytics, LiveInternet, Internal data

Avito Business Development

0

400

800

1,200

1,600

2,000

2,400

Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12 Jan-13 Jul-13 Jan-14 Jul-14 Jan-15

Weekly Page Views (m)

Q1 2010

Focus on Moscow

and St.Pete

September 2010

Target 13 additional

cities

August 2011

Target total

of 28 cities

Q2 2013

Merger with Slando and

Olx reaffirmed #1 position

in the Russian market

+Vertical

+Listing Fees

+Pro toolsGoods C2C

+RE & Cars

+B2C

+Jobs

+Services

Path from Investment Stage to Cash Flow Generation

Stage 2Stage 1 Stage 3

Position • Competing with others • Ahead of competition • x times ahead of competition

• Heavy investment • Approximately break-even • High EBITDA marginEconomics

• Build user base • Develop business model and build leading brand • Focus on monetization enhancement; attract professional

classifieds market spendFocus

January 2012

Avito has national

coverage

Q2 2014

Launch of Domofond, a

dedicated real estate classified

Q4 2014

Launch of a new revenue

stream: Listing Fees

Traffic growth

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&docid=6hZriiLr5plE7M&tbnid=eY9-yCbaXvR-aM:&ved=0CAgQjRw&url=http://socialnetworkingwatch.typepad.com/.a/6a00e54f9b07dc883401156f94d2df970c-popup&ei=7bfjU4nmJ8rTPPH5gNAJ&psig=AFQjCNGQ5sU1DJzRx0X_97vnvj9pPCppzw&ust=1407519085749084

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&docid=6hZriiLr5plE7M&tbnid=eY9-yCbaXvR-aM:&ved=0CAgQjRw&url=http://socialnetworkingwatch.typepad.com/.a/6a00e54f9b07dc883401156f94d2df970c-popup&ei=7bfjU4nmJ8rTPPH5gNAJ&psig=AFQjCNGQ5sU1DJzRx0X_97vnvj9pPCppzw&ust=1407519085749084


… your future traffic

… all your future data sources

… your future data monetization tools

At the beginning you do not know:


… your traffic will grow

… you will connect more and more data sources

… you will launch more and more data monetization

initiatives

At the beginning you hope that:


Data Lake

• Data in a natural state

• Hadoop based

• Schemaless

Alternatives…

Our choice

• Full SQL support

• Single data model

• Normalization of all incoming

data


SCHEMA

ON

WRITE

Data Lake

SCHEMA

ON READ


SCHEMA

ON

WRITE

Data Lake

SCHEMA

ON READ

SCHEMA

ON READ

SCHEMA

ON READ


Powered by HP Vertica

Based on Anchor Modeling methodology

Stores changes of attributes of almost all entities

Avito Data Warehouse is:


• Simple rules for generating tables according to business model

• Simple rules for generating ETL processes for those tables

• Simple rules for tuning data distribution and query performance

• Clear for analysts – look like as ER model

Benefits of Anchor Modeling


Back office

Click stream

BI Team

Antifraud

MDM

CRM


Users

Adverts

Payment

Back office

Clicks

Searches

Device

Cookie

Avito DWH - beginning


Users

Adverts

Payment

Clicks

Searches

Device

Cookie

Avito DWH - evolving

Illicit content detection

Fraud estimation


BI Team

New task

DWH

New question

new reports

new data

new functionality

How data warehouse evolves


Users

Adverts

Payment

Clicks

Searches

Device

Cookie

Avito DWH - expandingPhone

Bot Net

Geo point

A/B test

marker

Is Human


Crowdfinding

data samples

for competition

algorithms

Data scientists

for hiring


Increasing User Engagement

• Personalized

recommendations

• Targeted offers

Self-Serve BI

• Enterprise

reporting to let

business dig deep

into data and

promote data-

centric culture

Product Pricing

• Optimizing VAS

prices for various

products in various

locations using

advanced statistical

modelling methods

Forecasting Avito Business Trends

Reliable

forecasting model

based on extensive

internal database

and applied

statistical methods

Jan-14 Dec-14 Nov-15

Operating Metric Forecast

Increasing Content Quality

Advanced Artificial Intelligence System

that performs 80% automatically

Fraud detection

Illicit content detection

Item duplicate detection

Pricing models

Bot detection

Advertising Optimization

• Network mediation – finding optimal

architecture of advertising networks

composition to maximize revenue

• Real-time user interests detection to

provide unique targeting capabilities for

advertisers


Avito DWH evolution

4

10

15

0

2

4

6

8

10

12

14

16

Cluster(s) Size(servers)

2013 2014 2015

11

26

51

0

10

20

30

40

50

60

Cluster(s) Size(TB)

2013 2014 2015

300

560

740

0

100

200

300

400

500

600

700

800

ClickStream size(Mln events/day)

2013 2014 2015

3

14

23

0

5

10

15

20

25

Integratedsystems count

2013 2014 2015

Evolving of Data Warehouse in Avito...

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