© 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc. November 13, 2014 | Las Vegas, NV ARC202 Real-World Real-Time Analytics Gustavo Arjones | @arjones CTO, Socialmetrix Sebastian Montini | @sebamontini Solutions Architect, Socialmetrix 

• SaaS Company—since 2008 • Social media analytics track and measure activity of brands and personality, providing information to market research and brand comparison • Multilanguage technology (English, Portuguese, and Spanish) • Leader in Latin America, with operations in 5 countries, customers in Latin America and US • 1 out of 34 Twitter Certified Program worldwide 

Our customers 

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Ranking Brand 1 Brand 2 Brand 3 Q2 Q3 Q2 Q3 Q2 Q3 1° Flavor Breakfast Flavor Flavor Advertising Flavor 2° Healthy Flavor Packaging Brand I love Flavor Breakfast 3° Components Components Healthy Packaging Healthy Healthy 4° Advertising Healthy Components Addiction Components Advertising 5° Enquires Desire Prices Consumption Prices Components TOTAL 1.401 8.189 463 5.519 1.081 2.445 Share of topics Which conversations are my brand and my competitors’ brands driving? 

smx.io/reinvent #reinvent 

Challenges 

Challenges: Variety • Different data sources • Different API • SLA • Method (pull or push) • Rate-limit, backoff strategy 

Challenges: Velocity • Updates every second • Top users, top hashtags each minute • After event analysis are made with batch over complete dataset • Spikes of 20,000+ tweets per minute Last TV Debate Results Announced 

Challenges: Meaning •Disambiguation •Data Enrichment – Demographics – Sentiment – Influencers •Human analysis PAN Orange Telecom Oi Telecom Hi! 

Challenges: Alert and report •Clear and understandable UI •Slice-dice for business (not BI experts) •Real-time alerts for anomalies 

Architecture evolution 

Drivers for architecture evolution • More customers, bigger customers • Add new features • Keep costs under control 

Architecture evolution 0 20 40 60 80 100 120 #1 #2 #3 #4 Active Customers 

Architecture—1st iteration What we needed: • Complete data isolation • Trying different solutions/offerings 

Architecture—1st iteration What we did: • All-in-one approach • Multi-instance architecture • Simple vertical scalability • MySQL performance tuning 

Architecture—1st iteration What we've learned: • Multi-instance is harder to administrate, but minimizes instability impact on customers • Vertical scalability: poor resource management • MySQL schema changes translate into downtime 

Architecture—2nd iteration What we needed: • Separation of responsibilities (crawling, processing) • Horizontal scalability • Fast provisioning • Cost reduction 

Architecture—2nd iteration What we changed: • Migrated to AWS • RabbitMQ (Single Node) • Replace MySQL for Amazon RDS • AWS CloudFormation • Auto Scaling groups 

Architecture—2nd iteration What we've learned: • PIOPS à • Tuning the Auto Scaling policies can be hard • AWS CloudFormation: great for migration, not enough for daily ops 

Architecture—3rd iteration What we needed: • Deliver new features (NRT, more complex analytics) • Scale fast • Be resilient against failure • Adding and improving data sources • Keep costs under control (always) 

Architecture—3rd iteration What we changed: • Apache Storm • RabbitMQ HA • Amazon Elastic MapReduce (Hadoop/Hive) • AWS CloudFormation + Chef • Amazon Glacier + Amazon S3 lifecycles policies 

Architecture—3rd iteration What we've learned: • Spot Instances + Reserved Instances • Hive = SQL à SQL scripts are hard to test • Bulk upserts on Amazon RDS can be expensive (PIOPS) • Amazon DynamoDB is great, but expensive (for our use-case) 

Dashboard 

Architecture—4th iteration What we needed: • Monitor millions of social media profiles • Make data accessible (exploration, PoC) • Improve UI response times • Testing our data pipelines • Reprocessing (faster) 

Architecture—4th iteration What we changed: • Cassandra (DSE) • MongoDB MMS • Apache Spark 

What we've learned: • Leverage AWS ecosystem • Datastax AMI + Opscenter integration • MongoDB MMS: automation magic! • Apache Spark unit testing + Amazon EC2 launch scripts • Amazon EMR doesn’t have the latest stable versions Architecture—4th iteration 

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Architecture evolution - 20 40 60 80 100 120 140 160 0 20 40 60 80 100 120 #1 #2 #3 #4 Active Customers Costs Customers 

Lessons learned 

Lessons learned • Automate since Day 1 (CloudFormation + Chef) • Monitor systems activity, understand your data patterns, e.g. LogStash (ELK) • Always have a Source of Truth (Amazon S3 + Glacier) • Make your Source of Truth searchable 

Lessons Learned (II) •Approximation is a good thing: HLL, CMS, Bloom •Write your pipelines considering reprocessing needs • Avoid at all costs framework explosion •AWS ecosystem allows rapid prototype 

Socialmetrix NextGen 2015 

Architecture evolution 0 20 40 60 80 100 120 #1 #2 #3 #4 Active Customers 

Architecture nextgen • Reduce moving parts • Apache Spark as central processing framework – Realtime (Micro-batch) – Batch-processing • Kafka (Message Broker) • Cassandra (Time-series storage) • ElasticSearch (Content Indexer) 

To infinity … and beyond! Architecture evolution 0 20 40 60 80 100 120 #1 #2 #3 #4 NextGen Active Customers 

Gustavo Arjones, CTO @arjones | [email protected] Sebastian Montini, Solutions Architect @sebamontini | [email protected] Let’s talk at Venetian—Titian Hallway Feedback and QandA 

Please give us your feedback on this presentation © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc. Join the conversation on Twitter with #reinvent ARC202: Real-World Real-Time Analytics Thank you!