1. Data-Driven Business with
Reactive Marketing Technology
Presented by @tantrieuf31
http://nguyentantrieu.info

3. Key questions for us today ?
1. What is data-driven business ?
2. Why should we apply analytics in business ?
3. Introducing model “9D” for big data business.
4. How can we do it ?
5. Case study:
Building a Digital Marketing Software with
Open Source Big Data Tools
You will see how (innovation + marketing) = growing
2

4. Refer: http://gartnernews.com/gartners-top-10-strategic-technology-
trends-for-2015/
Key points of this slide:
1. Analytics
2. Context Mining
3. Smart reporting

6. What is data-driven business?
Ok, it’s just a business, which is driven by data analytics
Refer: http://www.nytimes.com/2011/04/24/business/24unboxed.html

7. How ?
It’s the Data-
Driven
Business

8. Advertising Analytics 2.0

9. 1970s 1990s 2000s 2010s
Data Management Technology and Trends
● rfxDB
● Apache Storm
● Apache Kafka
● Apache Spark
● ...
● Hadoop Ecosystem
● NoSQL Ecosystem
● Oracle
● MySQL
● PostgreSQL
● ...

10. Logical Concepts of Reactive Marketing (RM)
http://www.mc2ads.com/2014/12/concepts-of-reactive-marketing-for-21st.html

11. Where do Reactive Marketing come from ?

13. Why is Reactive Marketing ?

14. Why should we apply data analytics in
business ?

15. Why ?
First, analytics help us organize data into an
understandable structure

16. Second, growing our analytics capability means we could
make better business plans, decisions and actions
(1) collect all
data you could
have
(2) define key
questions for
your business
(3) Scenario planning for all
decisions and actions

17. forecasting
decision point

18. “Vision Without Execution Is Just Hallucination”
Ok, cool ideas,
but how we build it ? Our
Our
We are here

19. the model “9D” for big data analytics

20. Full mindmap:
http://www.mindmeister.com/450339578/big-data-platform

21. http://www.datascienceontology.com

22. How to make an elephant run faster
than a leopard?
Everyone has 6 seconds to think about this problem

24. Tools I used to build Reactive Marketing Technology

25. Philosophy

27. Front-end tools
D3 helps you bring
data to life using
HTML, SVG and CSS
NodeJs is perfect for data-
intensive real-time
applications that run
across distributed devices

28. Back-end tools
Apache Phoenix
as SQL ad-hoc query
engine on Hadoop
RFX for reactive
“Fast data” computation.
It’s my framework from
mc2ads Lab

29. Ok, but how can we build it ?
Lightweight Lambda Architecture

30. Let's demo: Real-time Reactive Marketing
1. Collecting 3 types of data (b,b,c) → store data as stream
2. Stream processing → real-time behavioral analytics
3. Reactive processing → personalized product
recommendations
4. Collecting feedback data → Send marketing email
5. Compute social trends → Auto tweet and share
promotions to social media