Smile's conference at the Meet Magento 2015 on Wednesday 27th and Thurday 28th in Utrecht (Netherlands) Our E-business experts, Aurélien Foucret & Florent Sabourin, has animated a session about the subject "How ElasticSearch is boosting Magento search ?" The Meet Magento conference is the perfect place for merchants, system integrators, developers and service providers that want to get independent information about Magento and ecommerce.

1. SMILE
How ElasticSearch
is boosting Magento search ?
Meetup ElasticSearch
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2. WHO ARE WE ?
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SPEAKER
Aurélien FOUCRET
Software Architect - Smile Lab
aurelien.foucret@smile.fr
@afoucret
Florent SABOURIN
eBusiness Director
florent.sabourin@smile.fr
@fsabourin

4. 4
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More than 20
More than 35
More than 50
YEARS EXPERIENCE
IN OPEN SOURCE
PARTNERS
IN OPEN SOURCE
MILLION EUROS
IN TURNOVER IN 2014
CONSULTING
Project Framework
Audits / Benchmark
DIGITAL
UX
Ergonomics
Accessibility
Editorial Strategy
SEO
HOSTING
Hosting
Corrective and
upgrade
Maintenance
Support
TRAINING
Change management
Intra and inter company
training
ENGINEERING
Design
Development
Configuration
A 360°
SERVICE FOR YOUR
PROJECTS
WEB
E-BUSINESS
COLLABORATIVE
CORPORATE I.T.
INFRASTRUCTURE
Website Portal Mobile …
E-commerce PIM …
GED DAM Intranet …
ESB / ETL ERP …
Cloud …
Cross-canal
Hosting
BI
800
OPEN SOURCE
EXPERTS
25%
INCREASE IN TURNOVER
PER YEAR
Leading European
open source integrator
63%OF CAC 40
TRUST US
SERVICES FOR YOU
OPEN SOURCE

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18 OFFICES
IN 8 COUNTRIES

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SMILE NEDERLAND
+ 20
Supported by 780 Smiliens
Since
2011
Half e-commerce
Half infrastructure
http://nl.smile.eu
AN agency trusted by

7. Magento expert
Service Quality Managed servicesExpertise
Most challenging platforms have
been developed by Magento
 ANWB: 5000 orders/day
 Cultura : 25 M products
 Canson : SAP integration
 North Face : Salesforce int.
 Luxury brand : 5 continents
Significant increase of website
turnover
Performance focused
Technical innovations
Fixed priced projects
Maintenance & T/M
3 Service centers
120 servers
Magento awarded partner in
2010, 2011, 2012, 2013, 2014
200 engineers
25 certified developers

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LuxuryWearUnderwear Shoes
Optical
Jewelery
Health
Media - Press
SOME REFERENCES

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Some solutions we are proud to integrate
Travel House - LifestyleCultural Industry Food
SOME REFERENCES

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INNOVATION – R&D
IN E-COMMERCE
Mobile catalog application
a cross-device technology
Merchandising & Search
powered by famous ElasticSearch
NoSQL Database
with MongoDB
Real User Monitoring
for real performance measurment
Magecache
a dynamic cache strategy module
Open Source
https://github.com/Smile-SA
Enterprise compliant
Performant
And secured components
Module auditing tool
analysing architecture complexity
+ 41 exclusive Smile modules assets
ERP Connector
easing data exchanges with ERPs

11. October 2014
Bargento
WHY BUILDING
A NEW SEARCH ENGINE ?
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SEARCHANDISING
SOME FIGURES
70%of the visitors use the
search engine
30%of the visitors leave the site after using
the search engine
40%of the visitors are trying to
refine / fix their queries
2.1 the average number of pages
viewed by a user for a given query
35%of the websites are using MySQL
as their search engine
11 different search engines Smile have
integrated into Magento

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WHAT IS RELEVANCE
eCommerce
relevance
FOR AN E-COMMERCE SYSTEM ?
Fulltext
Relevance
Merchandising
rules
Customer behavior
massification
Context

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WHY BUILDING A NEW SEARCH ENGINE ?
Relevance model is incomplete
 It does only work with Fulltext Relevance
 It does not consider entities (people name, brands, ingredients, components, stores…)
 It does not embed advanced misspelling features (fuzzy search, phonetic matching, …)
Some state of art features are not out of the box
 Products & categories autocomplete
 Multi-select faceting
It only understand products.
 Most of our clients needs more
It is hard to develop and extend
 The abstraction layers make it a hard to tune the queries by using SolR / Lucene features
HOW TO IMPROVE MAGENTO SEARCH ?

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WHY BUILDING A NEW SEARCH ENGINE ?
There is a lot of SaaS solutions on the market
They are general purpose and not designed for Magento
 You have to manage your catalog both into their backoffice and into Magento one
 Harder for the sales team to figure out where they need to get things done
The link between your website and the engine is weak (WAN)
 What is the network goes down between your website and the engine ?
o Search engine is just as important as your DB. Would you use a SaaS database ?
 Add a extra latency to build the pages
Indexing latency is a killer
 From our experience there is no SaaS engine that provides a real time fulltext indexing
 It causes a lot of problem when the engine and the DB get out of sync.
 It’s even worse when you add several layer of cache (FPC, Varnish, …)
WHAT IS WRONG WITH EXISTING SaaS SOLUTIONS ?

16. ELASTICSEARCH
MATURE & EFFICIENT
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ELASTICSEARCH
Distributed RESTful search & analytics server
 Build on top of Apache Lucene
 Drop in replacement for SolR
Open Source License
 Apache 2
Unique features
 Percolation
 Aggregations
 Hadoop & Spark integration
Excellent learning curve
Easy to deploy
WHAT IS IT ?
October 2014
Bargento
Full text search
Schemaless
Real time indexing
Real time analytics
Distributed & High availability

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ELASTIC.CO
THE COMPANY BEHIND ELASTICSEARCH
October 2014
Bargento
2 HQ
 EU : Amsterdam (Netherlands)
 US : Los Altos (California)
Other Open Source projects (ELK) :
Big momentum on the market
 8+ million downloads since 2010
 > 500 000 downloads per month avg.
120 employees
Revenue growth : 400% last 6 months
Smile Partner
BusinessModel
•Sales support and
training for
ElasticSearch
•3 levels of support
(Silver, Gold,
Premium).
Per node
•Up to 24/7 SLA
Investors
•Benchmark Capital
$10M Series A, 2012
•Index Ventures
$24M Series B, 2013
With participation
from Benchmark
Capital
•New Enterprise
Associates $70M
Series C, 2014
With participation
from Benchmark
Capital and Index
Ventures
ElasticSearch KibanaLogstash

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ELASTICSEARCH
WHO IS USING IT ?
October 2014
Bargento

20. & ELASTICSEARCH
MAGENTO
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MAGENTO & ELASTICSEARCH
An Open Source module
 Smile Magento ES a.k.a Smile Searchandising Suite
 Integration of ES into Magento
 Drop-in replacement for SolR
 Combining our long experience with both OSS Search Engine and eCommerce
platform integration
High quality implementation
 Does not break Magento standard feature
 Built for extensibility
 Upgradable : our module is upgraded with every new Magento version
The ultimate goal : give merchant tools to improve conversion
with state of art features
OUR MODULE GOAL
https://github.com/Smile-SA/smile-magento-elasticsearch

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MAGENTO & ELASTICSEARCH
Fulltext Search improvements
 Fine control on what fields are used in search and their respective weight
 Fuzzy & phonetic search : search for « Frankenshten » and get the results for
« Frankenstein »
KEY FEATURES – FULLTEXT SEARCH
Rich faceting toolkit
 Multiselect facets implementation
 Price ranges, rating filters, …
 Easier customization of the facets logic and templating by developers
 SEO optimizations
Autocomplete framework
 Autocomplete popular searches, products and categories
 Customizable templates (e.g. : display product images and prices)
 Pluggable models allowing developpers to easily add their own autocomplete (store,
CMS, …)

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MAGENTO & ELASTICSEARCH
Behavioral data collect : get richer from your clients
 Our module collects all your clients behavior and creates a knowledge database you can query at will
 Real time data refresh : don’t miss the trends
 Use it into merchandising optimizations rules
KEY FEATURES – MERCHANDISING
Smart categories
 Build categories by defining search engines queries and not by
picking products one by one
o Ex : « All discounted products that are in stock »
 Nice UI for rules administration
Optimizations tunning – Rules based relevancy
 Append business rules to your catalog to modify relevancy
o « Boost all products which are in stock »
o « Boost all products of category HighTech »
 Pluggable system : developers can append new models easily

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MAGENTO & ELASTICSEARCH
KEY FEATURES
Preview
 Back office, displaying results Elastic Search with and
without the optimizer
o Ex : « All blue products with stock and an image»
 Lets see the differences with and without optimization
Sort within virtual classes
 To manually determine the positions of products within categories
automatically defined by rules
o Ex : position « white duvet cover » the head of the virtual category «white
goods in Promotion »
Sorting in search results
 Allows you to organize the products that are displayed for the
defined searches.
o Ex : prioritizing the dress "Kali" for the search query "dress" (or "dresses" ...)

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MAGENTO & ELASTICSEARCH
Built for Magento, into Magento
 Deep Magento integration.
 Operate everything from Magento admin. No additional back-office.
 Optimized data indexing. Get your catalog updated in real time and reduce your time
to market.
KEY FEATURES
ElasticSearch : a scalable and secured backend
 Scale over many servers when your catalog or your business grow
 Avoid downtime with : automated failover when a server fails or during maintenance
 Snapshot and restore in minutes the whole cluster. Easy to backup.
 Monitoring tools available from ElasticSearch Inc. (Marvel)
Designed for extensibility
 Your business is unique. Your search engine should be too.
 Many extension hooks shipped by default (templating, custom optimizations models, and new features)
 Index what you need in custom indices (stores, cms content, …)

26. « Demo time »
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MAGENTO & ELASTICSEARCH
Our modules provides a lot of way
to influence on the search results
 Fulltext relevancy
 Merchandising rules
 User behavior
 Context
The most tricky part is to know
what button you should push
Our advice :
 Experiment
 Use AB testing
 All the customer data is collected.
You should try Kibana on it to discover
new patterns !!!
SUMMARY

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WHAT ARE WE WORKING ON ?
Recommenders
POS offer presentation
Marketplace offer presentation
Customer knowledge hub

29. Q/A
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YOUR SALES CONTACT :
Martijn van Ginkel
Sales & Marketing Manager Smile NL
martijn.vanginkel@smile.eu
T +31 (0)20 58 16 211 | M +31 6 41 47 48 40