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Big Data in Hulu Yuming Liang

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Agenda

• What is Hulu?• Big Data in Hulu• How Data Helps Marketing• How Data Helps Advertising• Q&A

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Hulu Introduction – Overview

GAMING • CONNECTED TVS • MOBILE • COMPUTER

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Hulu Introduction – Overview

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Big Data in Hulu – Framework

DoingThingsRight

DoingtheRightThings

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Big Data in Hulu – Framework Business

Data

Technology

Organiza7on

Process

Culture

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Big Data In Hulu – Business Model

Cost Revenue

Adver7sing

Subscrip7onFee

Tech

Marke7ng

Content

1.  Startfrombusiness2.  Figureouthowdata

couldhelpon:•  supportdaily

opera7on•  reducecost•  increaserevenue

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Big Data In Hulu – Overview

BigDataInfrastructure

Instrumenta1on

DataLake

DataWarehouse

DataMart DataMartODS OLAP

DataAccessTool

DataApplica7onProduct Marke1ng Adver1sing Finance

1.  Combinegeneralpurposebigdatatechnologystackwithcompanyspecificbusinessscenarios

2.  Combineanaly7cssystemwithopera7onalsystem

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Marketing in Hulu

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Marketing In Hulu – Goal

Branding Acquisi7on

Engagement Reten7on

Cost

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Marketing In Hulu – Customer Lifecycle

DemandGenera7on

• Howtofindrightuser?

• Howtoenhancebranding?

Acquisi7on

• Howtoprovevalue?

• Howtoonboardusereffec7vely?

Engagement

• Howtoincreasediversity?

• Howtoincreasefrequency?

Decline

• Howtoiden7fychurnrisk?

• Howtofigureoutchurnreason?

Re-acquisi7on

• Howtoiden7fyhighvalueuser?

• Howtore-acquireuser?

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Marketing In Hulu – Key Consideration

Targeting

Product

PricingChannel

Message

Contextawareness:1.  Variesfromdifferent

customerlifecyclestage2.  Variesfromcombina7onof

keyconsidera7onChannel:1.  OnHulu2.  OffHulu+Online3.  Offline

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Marketing In Hulu – Matrix DemandGenera1on Acquisi1on Engagement Decline Re-acquisi1on

Targe7ng

Product

Pricing

Channel

WhatistheROIforeachofourpaidmediachannels?Whatcostpersign-upshouldwetargettoprofitablyacquirenewsubscribers?UseCLVandA[ribu7onincombina7ontodeterminetheCPStargetforeachchannel.

Messaging

Data:1.Cost/Valueofeachchannel2.CLVofeachuserSystem:1.MTA,Dimensionalanalysis2.CRMdatabase

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Marketing In Hulu – Requirement

• Firstparty/Thirdparty• KPI/Repor7ng

DataLake/DataMart

• Fact• Userpersona

CRMsystem

• Inhouse• External

Marke7ngcampaignmanagement

• MMM/MTA• OLAP/Cohort/Funnel• DataMining

Advancedanaly7cssystem

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Logical Architecture

Data:1.  1stpartyvs3rdparty2.  implicitandexplicitSystem:1.  analy7csorientedvs

opera7onaloriented2.  Fine-grainedvs

coarse-grained

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Audience Platform - Overview

AudiencePla_orm

Data•  1stPartyData•  3rdPartyData•  UserPersona

Analy1cs•  Segmenta7on•  OLAP•  CohortAnalysis

Integra1on• Marke7ng•  Adver7sing•  Research

1.  Aggregatedataatuserlevel

2.  Op7mizedforopera7onalpurpose

3.  Op7mizedforadvancedanalysis

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Audience Platform - Overview INTEGRATIONS

•  Marke7ng•  Online+OnHulu

•  Pushno7fica7on•  Email•  Inhouseads•  Masthead

•  Online+OffHulu•  SocialTarge7ng•  DMP

•  Offline+OffHulu•  Analysis•  Panelmatching

•  Adver7sement•  AudienceTarge7ng

•  Firstparty•  Thirdparty

•  Exchangingdatawiththirdparty

DATASOURCE

•  Firstpartydata•  Profile•  Behaviors

•  Onboarding•  Engagement•  Payment•  Churn

•  Userpersona•  Adver7sement•  Product•  Marke7ng•  Finance

•  Thirdpartydata•  Facebook•  BlueKai•  Acxiom•  Experian•  *DataLogix

COREFUNCTIONS

•  UserCohort

•  Deepanalysis

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Audience Platform – Data Pipeline 1.  Logical

architecture2.  3rdpartyis

ingestedinsimilarway

3.  Severaldownstreamingintegra7on

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Audience Platform – Analytics Engine (1)

1.  Howtomakeitfastenough?

2.  Prestoistooslowforthiscasesduetojoiningtoomanytables

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Audience Platform – Analytics Engine (2)

•  Useridaskey

•  nesteddata•  allhistoricaldata

•  3rdpartyandlabeldataincluded

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Audience Platform – Analytics Engine (3) Node

Manager

NestoCoordinator

NodeManager

NestoWorker

ZK

Metaservice

ResourceManager

NodeManager

NestoWorker

client 1.Submitquery2.parsequery3.codegenerate

4.schedule/submittask

5.readdata

5.filterrecords6.select/transformerrecords7.aggregateresult

8.post-aggregate 1.  Dedicatedqueryenginefornesteddata

2.  Op7mizedforadvancedanaly7cs

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Advertising In Hulu

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Advertising in Hulu – Overview

Contractedbased

Brandadver7sing

Guaranteeddelivery

Inventoryforecas7ng

Audiencetarge7ng

Onlinealloca7on

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Advertising In Hulu - Architecture

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Advertising In Hulu - Projects

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Summary Business

Data

Technology

Organiza7on

Process

Culture

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Q & A

Thank you