Introduction to ArangoDB & Customer Data Platform

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Introduction to ArangoDB & Customer Data Platform Transforming your Customer Data Platform with Open Source Big Data Technology Presented by: Nguyễn Tấn Triều (Thomas) Founder of BigDataVietnam.org Email: [email protected] FB: https://facebook.com/tantrieuf31 Twitter: https://twitter.com/tantrieuf31

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About myself ● Started BigDataVietnam.org as Knowledge Sharing Blog in 2014 ● Former Head of Platform at Blueseed Digital ● Former Lead Software Engineer at FPT Telecom ● Former Backend Engineer at Greengar ● Former Backend developer at FPT Online Details at https://www.linkedin.com/in/tantrieuf31/

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AGENDA Why ArangoDB ? One database. One Query Language. Three data models. Endless Possibilities. Why Customer Data Platform (CDP) ? Introduction to USPA framework and customer data platform What are the cool features of ArangoDB which support to build CDP ? Flexibility, scalability and advanced graph queries DEMO with case studies 1. 2. 3. 4.

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WARM UP QUESTION History of database technology in 5 minutes

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Source: https://witanworld.com/blog/2019/05/23/database-a-general-introduction/

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Database Theory in 21st century Source: http://graphdatamodeling.com

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The 21st century is the age of "Big Data". And Big Data need "use the right tool(s) for the job"

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AGENDA Why ArangoDB ? One database. One Query Language. Three data models. Endless Possibilities. Why Customer Data Platform (CDP) ? Introduction to USPA framework and customer data platform What are cool features of ArangoDB which support to build CDP ? Flexibility, scalability and advanced graph queries DEMO with case studies 1. 2. 3. 4.

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Source: https://martinfowler.com/bliki/PolyglotPersistence.html E-Commerce Data Infrastructure Example The "polyglot data persistence" concept

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What is "Polyglot data persistence" ? Philosophy: "use the right tool(s) for the job" Assumption: specialized products are better suited than generic products Examples: ● The original RDBMS with a relational data model for financial data (such as checkouts, invoices, refunds and more) and reporting. ● MongoDB with a flexible document data model for product catalog. ● Cassandra for high volume use cases such as real-time analytics (using Apache Spark) and user activity logs. ● Riak key-value store for managing shopping carts. ● Redis for managing user sessions and an in-memory cache for low latency reads. ● Neo4J graph database for storing recommendations.

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Issues with polyglot data persistence ● Requires learning, administering and maintaining multiple technologies ● Needs custom scripts and / or application logic for shipping data from one system to the other, or for syncing systems ● Potential atomicity and consistency issues across the different database systems (i.e. no transactions)

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Multi-model databases to the rescue?

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One engine. One query language. Multiple models.

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ArangoDB is a native multi-model database, with support for key-values, documents, graphs and (recently added) search functionality

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ArangoDB is a native multi-model database Graph database Document + Key-Value

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Databases, collections, documents On the highest level, data in ArangoDB is organized in "databases" and "collections" (think "schemas" and "tables") ● Collections are used to store "documents" of similar types ● "Documents" are just JSON objects with arbitrary attributes, with optional nesting (sub-objects, sub-arrays) ● There is no fixed schema for documents (any JSON object is valid)

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Homogeneous documents In the easiest case, documents in a collection are homogeneous (i.e. same attributes and types) Example use case: product categories { "_key" : "books", "title" : "Books" } { "_key" : "cam", "title" : "Camera products" } { "_key" : "kitchen", "title" : "Kitchen Appliances" } { "_key" : "toys", "title" : "Toys & Games" } Processing such data in AQL queries is as straightforward as with an SQL query on a relational, fixed-schema table

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AQL queries – hello world examples // SELECT c.* FROM categories c WHERE c._key IN ... FOR c IN categories FILTER c._key IN [ 'books', 'kitchen' ] RETURN c // SELECT c._key, c.title FROM categories c ORDER BY c.title FOR c IN categories SORT c.title RETURN { _key: c._key, title: c.title }

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Heterogeneous documents example { "_key" : "A053720452", "category" : "books", "name" : "Harry Potter and the Cursed Child", "author" : "Joanne K. Rowling", "isbn" : "978-0-7515-6535-5", "published" : 2016 } { "_key" : "ZB4061305X34", "category" : "toys", "name" : "Nerf N-Strike Elite Mega CycloneShock Blaster", "upc" : "630509278862", "colors" : [ "black", "red" ] }

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The graph data model ● ArangoDB also supports the graph data model ● Graph queries can reveal which documents are directly or indirectly connected to which other documents, and via what connections ● Graphs are often used for data exploration, and to understand connections in the data

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Edges ● In graphs, connections between documents are called "edges" ● In ArangoDB edges are stored in "edge collections" ● Edges have "_from" and "_to" attributes, which reference the connected vertices ● Edges are always directed (_from -> _to), but can also be queried in opposite order

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Edge collection example Let's assume there are some "employees" documents like this: { "_key" : "sofia", "_id" : "employees/sofia" } { "_key" : "adam", "_id" : "employees/adam" } { "_key" : "sarah", "_id" : "employees/sarah" } { "_key" : "jon", "_id" : "employees/jon" } And there is an "isManagerOf" edge collection connecting them: { "_from" : "employees/sofia", "_to" : "employees/adam" } { "_from" : "employees/sofia", "_to" : "employees/sarah" } { "_from" : "employees/sarah", "_to" : "employees/jon" }

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Graph example, employees graph

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In-deep training about ArangoDB, please visit https://www.arangodb.com/arangodb-training-center/first-day/

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AGENDA Why ArangoDB ? One database. One Query Language. Three data models. Endless Possibilities. Why Customer Data Platform (CDP) ? Introduction to USPA framework and customer data platform What are cool features of ArangoDB which support to build CDP ? Flexibility, scalability and advanced graph queries DEMO with case studies 1. 2. 3. 4.

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Customer Journey Analysis, Customer Need Analysis & Digital Marketing Analytics are the top requirements from business Source: Gartner Investment in customer analytics (Q04,Q05) exclude unsure, n=142

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Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360 Customer Data is the new gold for business in 21st century

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Key feature of CDP: Customer Identity Resolution as ID graph

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https://bigdatavietnam.org/2019/09/uspatech-open-source-framework-to-build.html

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How to apply CDP and Recommender System together

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Customer Persona Prediction and Journey Map

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Augmented/predictive analytics Increase analytics productivity to focus on better Customer Experience insights. Customer segmentation Identify, reach and communicate with specific groups of like-minded customers. Recommendation engines Increase retention and conversion by oﬀering highly individualized digital experiences based on historical activity and preferences. Customer journey analytics & orchestration Reach the right customers at the right time and on the right channel to oﬀer the optimal experience and maximize conversion Practical use cases of CDP for E-Commerce

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AGENDA Why ArangoDB ? One database. One Query Language. Three data models. Endless Possibilities. Why Customer Data Platform (CDP) ? Introduction to USPA framework and customer data platform What are cool features of ArangoDB which support to build CDP ? Flexibility, scalability and advanced graph queries DEMO with case studies 1. 2. 3. 4.

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ArangoDB is the perfect DB for social data analytics

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In fact, CDP is also the data lake platform to store anything about customer profile

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Data Lake: at first, store anything then do analytics later

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Source: https://www.computer.org/publications/tech-news/research/customer-data-platform How CDPs tell a story about customers

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Implicit data is gathered by predictive analytics. It also includes loyalty, length of relationship, purchasing history, and prior responses to marketing campaigns. Explicit data is easier to gather and analyze because it is usually provided to the company directly from the customer.

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CDP need native multi-model database 1. Graph data model can be used for customer journey management 2. Homogeneous document model can be used for customer profile 3. Flexibility of ArangoDB is the key to scale system easier 4. Scalability of ArangoDB can help business analytics grow faster Graph database Document + Key-Value

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Perfect Technology Stack for Customer Data Platform CDP https://github.com/bigdatavietnam-org/USPA.tech

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AGENDA Why ArangoDB ? One database. One Query Language. Three data models. Endless Possibilities. Why Customer Data Platform (CDP) ? Introduction to USPA framework and customer data platform What are cool features of ArangoDB which support to build CDP ? Flexibility, scalability and advanced graph queries DEMO with case studies 1. 2. 3. 4.

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Case study: Social Data Analytics with ArangoDB

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Example problem: Classify data into 3 segments

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User Story 1. You need to do social analytics to find key trends 2. You develop a social media crawler to crawl public data from FaceBook API 3. After crawling, you have 988 records in the collection “fb_feeds” The key task: classify all feeds into 3 segments 1. High value: top trending feeds that have more than 1000 likes 2. At risk: top feed with users that have any ANGRY reaction 3. Sell opportunity: top feed with users that have LOVE reaction

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High value: top trending feeds that have more than 1000 likes

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At risk: top feed with users that have any ANGRY reaction

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Sell opportunity: top feed with users that have LOVE reaction

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Case study: Customer Journey Analytics (CJA) with ArangoDB

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User Story 1. An e-commerce website needs to track all data points in customer journey. 2. A web developer put a CDP JavaScript tag into website for collecting data. 3. After a week, they have a data collection for customer journey analytics The key task: classify all customer profiles into 3 segments 1. High value: spending more than 100 USD in a week 2. At risk: take web browsing more than 5 minutes but no order and do log-out 3. Cross-sell opportunity: is a student and "place an order" for things like "textbook"

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Key takeaway

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ArangoDB: One engine. One query language. Multiple models For more information: https://www.arangodb.com/arangodb-training-center/first-day/

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CDP = Data + Smart Decision + Scalable Delivery

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https://bit.ly/bdvn-cfm https://bit.ly/bdvn-cdp-intro https://bit.ly/bdvn-uspa-intro ArangoDB is the solution

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Perfect Technology Stack for Customer Data Platform CDP https://github.com/bigdatavietnam-org/USPA.tech

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Thank you! https://BigDataVietnam.org facebook.com/bigdatavn [email protected]