ieg 201402 yahoo anlaytics productivity cases

YAHOO:

Analytics –

Productivity Improvement Cases Ajay Sharma Bagavath

Subramaniam

Product iv i ty Thru Analyt icsP R E S E N T E D B Y

A j a y S h a r m a , D i r e c t o r B a g a v a t h S u b r a m a n i a m , S e n i o r P r i n c i p a l E n g i n e e rF e b r u a r y 8 , 2 0 1 4

About Yahoo! & It’s scale Search Primer Business Model BI Productivity Tools Demo Questions

Agenda

Yahoo is the most Visited Site on the Internet› 800M+ Unique Visitors per Month› Billions of Page Views per Day› Billions of Searches per Month› Billions of Emails per Month› Terabytes of Data per Day!

And we crawl the Web› 100+ Billion Pages› 5+ Trillion Links› Petabytes of data

Reading 100 Terabytes could be overwhelming

Yahoo! Big Data Scale

Std PC – 100Mbps Server – 10Gbps 1000 Std PC

~ 11 days ~ 1 day ~ 15 mins

Types in a search query on Yahoo or affiliate site (aka the Publisher)

Passes search query to the ad platform for servable ad listings

Manages campaigns, creates ad listings, bids for keywords

Ad serving returns relevant & available ads matching the search query

Clicks on Ad

Shows ads returned by ad serving

Search Primer

Raw terms that the user queries onResults are impressions of an ad.Click occurs when a user clicks on the ad

Searches

Results

Clicks

Searches

Searches

Results

Clicks

Search Metrics

Searches

Bidded Searches

Revenue

Price Per Click

Impressions

Clicks

Revenue per Search (RPS)

Coverage

Click Yield

$$$

$$$

Now what do these mean?

More Search Metrics

Daily, Weekly, Monthly & Yearly


Daily, Hourly, Weekly, Monthly & Yearly


Daily, Hourly, Weekly, Monthly & Yearly

Performance, Credit Summary

Performance, Budget Headroom, AM performance, competitive analysis

Performance, Feature Adoption

Competitive analysis, cross sell, upsell, performance

Business Model

Reporting (KPIs, metrics) Dashboards Scorecards Automated Monitoring/Alerting (thresholds) Ad hoc query Statistical/Quantitative Analysis Data Mining Predictive Modeling

Delivering Business Intelligence

Simplified everyday work Personalized Flexible Workflow oriented Organization aware Embedded Business Rules

Analytical Productivity Tools

Case Study IAutomated Cl ient Engagement(ACE)

Creates deck with embedded analytics ready to conduct business review with customers

Why?

Workflow for QBR Deck generation

ACE ArchitectureSSL

YApachePHP Wrapper

YUI3 (HTML5)

ResourcesService LayerService Layer

Access ObjectsModel Objects + Data

Access Objects

IBATIS

Database Layer(PLSQL APIs, Meta data, Data, Audit, Security)

Apollo Grid

Fron

t End

La

yer

Mid

dle

Laye

rD

ata

Laye

r

Tom

cat

Spring Jersey

Memcache

PHP Power point PDF Library

Mobstore

API Client

PLSQL ClientJob Runner

JAX Web Service

Mail Server

JDBC

API Interface Batch Server Grid Interface

Solr

Oozie

Launcher

HBASE Rest Server

HBASE Rest Server

SCHEDULER

ADCENTER

API S

Case Study I ISales Dashboards

How am I doing with respect to my quarterly goal? How much have I achieved so far and what’s the projection based on current run rate?

How is my book performing compared to last week/month/quarter? How is my weekly/monthly/quarterly trend for the last year – Is it going down or up? Where am I losing money – which customer/account/vertical (for an AM/AE)? Where am I losing money – which AE/AM (for director)? Which of my accounts went offline ? What are the top reasons for offline accounts?

Am I making use of the targeting options available? How am I doing when compared to my Industry?

Which accounts are not utilizing the IO/budget? What are the over pacing accounts where I need customers to add more money?

Why?

Low Latency Dashboards to surface actionable insights for account managers and account executives every day

Search Business Insights for Sponsored Search Advertising Sales Teams

Sponsored Search Sales Dashboard

Quest ions?

Ajay SharmaDirector

Bagavath SubramaniamSr. Principal Engineer

Community Focused

Volunteer Driven

Knowledge Share

Accelerated Learning

Collective Excellence

Distilled Knowledge

Shared, Non Conflicting Goals

Validation / Brainstorm platform

Mentor, Guide, Coach

Satisfied, Empowered Professional

Richer Industry and Academia

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