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By Mayank Bawa in Analytics, Blogroll, Frontline data warehouse on October 6, 2008
   

It is really remarkable how many companies today view data analytics as the cornerstone of their businesses.

acerno logoaCerno is an advertising network that uses powerful analytics to predict which advertisements to deliver to which person at what time. Their analytics are performed on completely anonymous consumer shopping data of 140M users obtained from an association of 450+ product manufacturers and multi-channel retailers. There is a strong appetite at aCerno to perform analytics that they have not done before because each 1% uplift in the click-through rates is a significant revenue stream for them and their customers.

Aggregate KnowledgeAggregate Knowledge powers a discovery network (The Pique Discovery Network) that delivers recommendations of products and content based on what was previously purchased and viewed by an individual using the collective behavior of the crowds that had behaved similarly in the past. Again, each 1% increase of engagement is a significant revenue stream for them and their customers.

ShareThis logoShareThis provides a sharing network via a widget that makes it simple for people to share things they find online with their friends. In a short period of time since their launch, ShareThis has reached over 150M unique monthly users. The amazing insight is that ShareThis knows which content users actually engage with, and want to tell their friends about! And in its sheer genius, ShareThis gives away its service to publishers and consumers free; relying on delivering targeted advertising for its revenue: by delivering relevant ad messages while knowing the characteristics of that thing being shared. Again, the better their analytics, the better their revenue.

Which brings me to my point: data analytics is a direct contributor of revenue gains in these companies.

Traditionally, we think of data warehousing as a back-office task. The data warehouse can be loaded in separate load windows; loads can run late (the net effect is that business users will get their reports late); loads, backups, and scale-up can take data warehouses offline –which is OK since these tasks can be done on non-business hours (nights/weekends).

But these companies rely on data analytics for their revenue.

·    A separate exclusive load window implies that their service is not leveraging analytics during that window;
·    A late-running load implies that the service is getting stale data;
·    An offline warehouse implies that the service is missing fresh trends

Any such planned or unplanned outage results in lower revenues.

On the flip side, a faster load/query provides the service a competitive edge -a chance to do more with their data than anyone else in the market. A nimbler data model, a faster scale-out, or a more agile ETL process helps them implement their “Aha!” insights faster and gain revenue from a reduced time-to-market advantage.

These companies have moved data warehousing from the back-office to the frontlines of business: a competitive weapon to increase their revenues or to reduce their risks.

In response, the requirements of a data warehouse that supports these frontline applications go up a few notches: the warehouse has to be available for querying and loading 365x24x7; the warehouse has to be fast and nimble; the warehouse has to allow “Aha!” queries to be phrased.

We call these use cases “frontline data warehousing“. And today we released a new version of Aster nCluster that rises up those few notches to meet the demands of the frontline applications.

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Comments:
Aster Data on online marketing data warehousing | DBMS2 -- DataBase Management System Services on October 8th, 2008 at 11:41 pm #

[...] virtue of the latest one is that it strings together several customer examples in related areas of online marketing (which is pretty much the only sector Aster has so far sold [...]

Update on Aster Data Systems and nCluster | DBMS2 -- DataBase Management System Services on October 22nd, 2008 at 5:16 pm #

[...] news, Aster has picked up a second well-known customer, because Akamai is acquiring Aster customer Acerno. Share: These icons link to social bookmarking sites where readers can share and discover new web [...]

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