Databases Reference
In-Depth Information
Impact: driving competitive advantage
Hassemer stated:
Our Hadoop infrastructure has become a real transformational change. Deploying Cloudera
allows us to process orders of magnitude more information through our systems, and that techno-
logical capability in combination with Experian's expertise in bringing together data assets is driv-
ing new, real insights into tomorrow's marketing environments. Nobody is doing what we're doing
with Hadoop today, especially at this order of magnitude. Ours is the first data management plat-
form of its kind that accepts data, links information together across an entire marketing ecosystem,
and puts it into a usable format for a solid customer experience.
The performance gains offered by Cloudera give Experian new insights and more flexible ways of
understanding consumers. EMS no longer relies on a postal address to identify a consumer; they can
now match social media IDs, email addresses, web cookies, phone numbers, and more. With the broader
match set that Hadoop enables, EMS' clients have a more accurate, current view of who their customers
are across multiple channels so they can have better, more informed interactions. Hassemer explained,
A consumer might give their email and sign up for a program with one particular brand. The brand
doesn't know much about the consumer at that point, thus information sent to the consumer is very
bland, not very enticing. The consumer's time is wasted because the emails they receive aren't rel-
evant. By offering a holistic view of the customer in real time, we can increase the relevance of
offers that go to the consumer so they say, “This is why I signed up.” And they're going to interact
with that brand a lot more. One of the key enablers that investing in Hadoop with Cloudera will
empower is allowing our clients to become obsessed with creating the perfect customer experience.
This tool allows us to operate at the speed of business, at the speed where those interactions occur,
so our clients can meet their customers with the right message at the right time.
Key highlights
Technologies deployed
●
Hadoop platform: Cloudera Enterprise
●
Hadoop components: HBase, Hive, Hue, MapReduce, and Pig
●
Servers: HP DL380
●
Data warehouse: IBM DB2
●
Datamarts: Oracle, SQL Server, and Sybase IQ
Big Data scale
●
5 billion rows of data, growing tenfold
●
Processing 100 million records per hour
●
35 CDH nodes today
Advice to new hadoop users
●
Involve expert architects early on.
●
Have patience and get trained on Hadoop/HBase before building applications.
