Media Plan Performance Analytics Platform

Delivering more fitting ads for customers.

Yuliya Sychikova
COO @ DataRoot Labs
02 Jul 2019
4 min read
Media Plan Performance Analytics Platform
Verified review on Clutch.co
Client Services
Industries
Performance Marketing
independent verified review on clutch.co
Read independent verified review on Clutch.co

Summary

  • A leading publicly traded Japanese advertising holding requested to build a media plan performance analytics platform. Tracking metrics provide invaluable insights to campaigns performance which ultimately allow for a better service to the customers, driving enormous value to the company and its shareholders.
  • The platform had to manage ads in order to understand campaigns’ performance using various data sources.
  • Our team was challenged with building the platform over the huge amounts of data streaming pipelines and required scalable, high-load implementations to achieve the goal.
  • Along with metrics monitoring module our team have developer campaign metrics forecasting module based on which valuable campaign-related decisions are made.
6
Months
7
Engineers
7+
Technologies

Tech Stack

Akka
Apache Spark
Cassandra
GlusterFS
Kafka
PostgreSQL
Scala

Timeline

2 Weeks
Solution Architecture Design
Solution Architect
5 Weeks
Data Gathering Parser
Backend Developer
Data Engineer
1 Week
Feature Extraction Pipeline Development
Deep Learning Engineer
4 Weeks
Data Warehouse Configuration
Data Engineer
14 Weeks
Web Platform Development
Backend Developer
Frontend Developer
8 Weeks
Training & Tuning Cycle
Deep Learning Researcher
2 Weeks
Integration & Deployment
Backend Developer
Dev Ops

Tech Challenge

  • Solution had to be scalable to petabytes of data with stateless and stateful data points.
  • Processing of huge stream of data with tf.Datasets for further pushing it to the model which is responsible for metrics forecasting.
  • Configuration tf.FIFOQueue to efficiently pass train and test data into the model.
  • Model optimization with TensorRT which doesn't support numerous operations.

Solution

  • Our team has created a whole stack of technologies and corresponding dashboards to visualize the analyzed data and current campaigns performance.
  • Platform was built as a scalable micro-services solution with the ability to process data from hundreds of campaigns successively, asynchronously and in parallel.
  • Additional work was done to handle stateless and stateful data points in streams.

Impact

  • We have delivered a complex media plan performance analysis platform for ads management service.
  • Implementation allowed our client to get significant campaign quality improvements, resulting in a more tailored communication strategy, delivering more fitting ads for customers and increasing the bottomline revenue results.

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Yuliya Sychikova
Yuliya Sychikova
COO @ DataRoot Labs
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Author

Yuliya Sychikova
COO @ DataRoot Labs
Yuliya is a co-founder and COO of DataRoot Labs, where she oversees operations, sales, communication, and Startup Venture Services. She brings onboard business and venture capital experience that she gained at a leading tech investment company in CEE, where she oversaw numerous deals and managed a portfolio across various tech niches including AI and IT service companies.

Co-Authors

Ivan Didur
CTO @ DataRoot Labs
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Kyiv (HQ)
Max Frolov
CEO @ DataRoot Labs
Tel Aviv
Ivan Didur
CTO @ DataRoot Labs
builds and implement AI-powered systems across different verticals to help our clients operate effectively.
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