nasscom big data and analytic summit 2015: master class: big data trends and pitfalls in email...
TRANSCRIPT
Email is almost 40x better at acquiring new customers than Facebook and Twitter - McKinsey & Company (2014)
55% of companies generate more than 10 percent of sales from email - Econsultancy "Emailmarketing census” (2014)
2. Identify opportunities for the business• In constant
conversation• Not all problems are
data problems
3. Choose what solves the problem• Avoid added
complexity• Use internal data
where possible• Think about the UX
Pro Reporting (start with classic research)
• In-app data-mining across any set of emails• Composite analysis• Comparative analysis• Post-hoc segmentation and
exploration• Ability to share
What’s working? What’s not? How do I do better?
Choose the tools to fit the job
• Apache Kafka – Moving high volumes of data into the reporting system in real time, fault tolerant• Postgres – Our data is already structured,
indexes on what we need (geo, etc.)• MLE – Easy to debug during v1 and
understand why data is driving output• Reporting is seamlessly integrated into
MailChimp proper reusing same JS libraries and PHP framework