Benefit hundred will use large data for real time marketing

Hadoop and HBase Connect consumer contact points (Consumer touch points) to Experian, the world's largest credit bureau, by processing 100 million records per hour.

The credit bureaus such as Experian, TransUnion and Ai Fei (Equifax) have accumulated consumer personal data for decades, and the company's clients are mainly marketing personnel engaged in targeted activities. In response to the need for real-time updates of consumer contacts such as social media and web browsing, benefits have shifted from mainframes to Hadoop and hbase with architectural extensions. The company now aims to process 100 million records per hour, including geographic, demographic and lifestyle data.

Benefiting from more than 15,000 employees is the world's leading credit reporting and marketing service provider with annual revenue of 4 billion U.S. dollars. The company has a long history of managing consumer data such as who they are, what they buy, how to stay connected to consumers, and how to interact with consumers. In the past, the Cadbury mainframe regularly updated the consumer database on a monthly basis, and then the benefits were used to adjust the marketing campaign. Before the advent of the Internet, mobile devices and social media, the model worked very smoothly.

Now, there are some useless data in the details of consumer shopping behavior, online browsing, email responses and social media activity, and the benefits of a large mainframe system are already powerless to cope with the dramatic growth in data. And the world's top retail companies, as profit-making marketing customers, are trying to evaluate the data in a comprehensive way so that it can respond in real time. For example, they want to know whether a particular consumer appearing in a mall is the same person as the consumer who is concerned about their company's Facebook and Twitter accounts.

This has met this new demand, benefiting the development of a cross channel identity (Cross-channel identity denotes, abbreviated CCIR) engine to maintain interconnected client contact point repositories. There are approximately 30 standards that are essential to the basic technology, with batch processing, real-time processing and scalability being the most important.

Benefits Cadbury has chosen two Open-source technologies: the Distributed large data batch architecture Hadoop, and the NoSQL database HBase (Hadoop db), the most closely related to Hadoop. In addition to optimized storage, HBase is also used as a redundancy and fault-tolerant architecture. In addition to the choice of Hadoop and hbase, the benefits of Cadbury also selected a rich functional patent monitoring and management software Cloudera Manager. Cloudera's Enterprise service-level technical support agreement is another determining factor.

The benefits were satisfied with the solution because it increased processing performance by 50 times times at the expense of a small legacy environment. They believe that the environment is an important data management platform that extracts data from the entire marketing ecosystem and links communication addresses, social media IDs, e-mail addresses, Web Cookies, telephone numbers, and other information. The platform can also bring together the data in a format that customers like.

As a result of the information-rich interaction and positive consumer experience, current benefit customers can more accurately assess customers from multiple channels. And because they can provide relevant information, not wasting time to consume emotions, so the new benefit hundred clients are more popular. (Gundy compilation)

(Responsible editor: The good of the Legacy)