Vpon The first mobile ad analysis system based on cloud computing massive data

At the beginning of this year, Google Analytics products to support the statistical action operating system app use data, news, let the domestic mobile internet people. Vpon Inc., a well-known mobile brand advertising platform from the mainland, announced at the beginning of this month that its development team has developed a massive cloud structure based on Hadoop to develop a 3S system that supports massive data mining, analysis, and processing (Sales supporting system), It will take the lead with Google, Yahoo, Facebook and other companies in the application of leading technology, the establishment of Greater China's largest MapReduce mobile ad computing Cluster (cluster), this is China's first cloud based on the massive data mobile advertising analysis system.

A lot of people are unfamiliar with the technical terminology of Hadoop. But it is the "standard" technology of the current big data age--the ability to provide high transmission rates (throughput) to access application data, applications suitable for large datasets (SCM data set). At present, many foreign cloud service providers have set up the Hadoop infrastructure for enterprises, but vpon based on the technology developed by the cloud computing mass data Mobile advertising analysis system is the first in China.

3S "Situational" mode for tracking mass data

Mobile positioning allows you to even be a bird without feet can be judged by the trail of action. Vpon Company's 3S system development team from Google, Yahoo, IBM and so on, understand the development of Hadoop technology is not difficult to find, these companies in this new technology applications have tried. The head of the development team revealed that they can analyze the user access network mode (3G/WIFI), open the type of app, use time, place and other factors to determine what the user may be in the context, is in the car, take the subway, or in the waiting, shopping ... And then to analyze the launch of what kind of ads to the user most appropriate.

Take Vpon to Xuhui a catering enterprise to do promotional ads for example, originally from the morning 9 to 5 o'clock in the afternoon in the full Tianquan network delivery, but the analysis found that if users use WiFi access network, it is likely that he has selected the consumer site, and if the use of 3G, the user is likely to wait for people, And at this point, if he had a restaurant 75 meters away, he would be very likely to change his spending decisions.--3G users than Wi-Fi users than the conversion rate and to the shop rate of 28%, that is, the original Tianquan network into a key period of time to put 3G users. Visible, such data for mobile advertising and optimization has a crucial impact, that is, in the data support to help advertisers analysis in which context which user conversion rate will be higher, help advertisers optimize advertising budget. Generally speaking, with the help of 3S system, advertisement benefit can improve 15%~40%.

Multi-dimensional analysis technology "leading" mobile brand advertising market

In fact, Vpon's attempts to move the advertising direction of the brand have been long-standing. Since its inception in 08, Vpon has served over 500 well-known brands, including McDonald's, Coca-Cola, American Express, Citibank and so on. And the launch of the 3S system after six months of trial period, the current all functions have been officially open to all advertisers.

3S Data Analysis System: User Click Analysis

The 3S system will send log data to the Hadoop cluster at intervals (now approximately 5 minutes) and into the Hive table, where the Hive table is the Hadoop file system, and the 3S system will work every day (now in the wee hours). Perform tasks in accordance with the definition. In addition to the use of Hadoop technology to complete the operation of a large number of data, 3S system can be multidimensional to complete the analysis of massive data mining, and in accordance with the advertising cycle directly display reports.

3S Data Analysis System: activities and Advertising analysis

3S Data Analysis System: Regional analysis

3S system

At present, foreign Yahoo, Facebook, Twitter and other internet companies have launched a similar 3S precision data analysis system, especially noteworthy is Twitter recently launched by the user location marketing information advertising system has begun to work with a number of large companies to test, Including British Airways, Washington Post and so on.

In the face of fierce competition in the market, Victor Wu, chief executive of Vpon, said: "Big data does not directly represent the value of data, and data analysis is the key to finding the value behind it." They are not afraid of the 3S system is compared with foreign similar products, because in addition to the use of Hadoop technology to complete the operation of massive data, 3S systems can also be multidimensional to complete the analysis of massive data mining, such as telecommunications operators, operating systems, mobile phone models and so on, And according to these multi-dimensional analysis results for advertisers to provide appropriate "situational advertising" solution, is similar to foreign products at present can not adapt to adjust, in the technology is also far ahead of the domestic other mobile advertising platform.