PayPal Real Time Analytics
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The document discusses PayPal's use of open source real-time BI tools like Storm, Hadoop, Titan, Druid and D3 to understand customer behavior across channels and provide self-service analytics. It implemented a solution involving consistent metadata, distributed data collection and storage using Druid, and self-service visualization using Herald to democratize data access and enable ad-hoc interactive analysis.
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{
“queryType” : “groupBy”
“dimensions” : (“current_page”, “dimensions like country, segmentation etc”}
“aggregations” : [
{ “type”: “count”, “name”: “next_page_count”, “fieldname” : “next_page, next_page2” }]
“filter”: { “type”: “selector”, “dimension”: “current_page”, “value”: “C” }
}
Previous Page
{
“queryType” : “groupBy”
“dimensions” : {“current_page”, “dimensions like country, segmentations etc”}
“aggregations” : [
{ “type”: “count”, “name”: “prev_page_count”, “fieldname” : “prev_page1, prev_page2” }]
“filter”: { “type”: “selector”, “dimension”: “current_page”, “value”: “C” }
}
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 29](https://image.slidesharecdn.com/anilmadanpaypalstrataconference-141024014924-conversion-gate01/85/PayPal-Real-Time-Analytics-29-320.jpg)
PayPal Real Time Analytics
- 1. Open Source Real Time BI using Storm, Hadoop, Titan, Druid & D3 Anil Madan Sr. Director Engineering, PayPal © 2014 PayPal Inc. All rights reserved. Confidential and proprietary.
- 2. $1 in every $6 Spent on e-commerce is spent through PayPal.*
- 3. Creating Tomorrow’s Mobile Payment Experiences 25 countries with live PayPal fingerprint authentication on Samsung devices.
- 4. Helping Developers Innovate & Monetize New Mobile Apps Braintree launches its new API, including Pay with PayPal.
- 5. PayPal Now Available in 203 Markets 10 new markets added in the second quarter, making PayPal available to 80 million new internet users. Paraguay Côte d’Ivoire Nigeria Monaco Belarus Montenegro Moldova Macedonia Cameroon Zimbabwe
- 6. How can we help them to complete their 1st payment? Business Problem Acquisition Awareness Activation Adoption Where do prospects sign up for accounts? How do prospective customers learn about PayPal? How can we help them use PayPal even more? © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. We need to better understand our customers…
- 7. How we solved it… Tracking Servers Mobile © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. Direct/Home Page Product Experiences Search Engine Marketing Transaction Emails Tracking Metadata Tool Taxonomy Tracking Event Service Tag Catalog Tracking Validation Service Real Time Systems Marketing Segmentation Experimentation Metadata Big Data Exploratory Analytics Attribution Predictive Analytics
- 8. Metadata Instrumentation Collection Processing Analytics Server Side Events © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. Pathing Store DRUID Metrics Store Reporting & Visualization Logical View Client Side Events Page Performance Events Collection Service Sessionization Behavioral Metrics Marketing Metrics Performance Metrics Operational Metrics (OpenTSDB) Real Time Event Metrics
- 9. Metadata –Logical Entity Model TEMPLATE PAGE COMPONENTS © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. LINK TAGS
- 10. Metadata – Logical Event Model Impression Event © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. Tracking Event Reaction Event Component Impression Event Ad Impression Event Click Event Click-Through Event Mouse-over Event Entry Event Exit Event Outcome Event Page Impression Event Client Page Impression Event Server Page Impression Event
- 11. Metadata - Self-Service Management Workflow… © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 11
- 12. DATA PIPELINE Processing Analysis & Customers Client Visualization Side Metadata HTTP © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. Performance Collection Metrics Tools REST Spout Bot flagging Bolt Sessionization Aggregation R E S Proxy T Server Side Geo Enrichment Bolt R e p o r ti n g Data Stores Druid Apache Titan Developers Product Owners Meta data Reporting Consumers Metadata Service
- 13. Druid Architecture • Open-source • Distributed • Real-time • Highly-Available Data store • Column-oriented • Approximate or Exact © 2014 PayPal Inc. All rights reserved. Confidential and proprietary.
- 14. Real Time Nodes • Ingest data and buffer events in memory • Incremental indexing • Query data as soon as it is ingested • Periodically persist collected events to disk • Combine multiple disk indexes to create immutable ‘segments’ • Log-structured merge-tree © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 14
- 15. Druid Architecture © 2014 PayPal Inc. All rights reserved. Confidential and proprietary.
- 16. Historical Nodes • Load immutable read-optimized data from deep storage • Memory mapped storage engine • Caches segments • Supports tiered storage © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 16
- 17. Druid Architecture © 2014 PayPal Inc. All rights reserved. Confidential and proprietary.
- 18. Druid Systems Overview © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 18
- 19. Metrics & Dimensions "type": "doubleSum", "name": "pageviews", "fieldName": "PV" }, { "type": "doubleSum", "name": "bounces", "fieldName": "bnc" }, .... { "type": "hyperUnique", "name": "unique_visits", "fieldName": "user_session_guid" }, { "type": "hyperUnique", "name": "unique_visitors", "fieldName": "user_guid" } 2014/06/11/10", "filter": "part-", "parser": { "type": "string", "timestampSpec": { "column": "timestamp", "format": "auto" }, "data": { "format": "json", "dimensions": [ "timestamp", "USER_GUID", "USER_SESSION_GUID", "PAGE_GROUP", "PAGE_NAME", "PAGEGROUP_LINK_NAME", "PAGE_LINK_NAME", … © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 19 Standard Metrics Estimated Metrics HyperLogLog Dimensions
- 20. Sessionization Events VisitContainer © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 20 Visitor ID Session ID Timestamp Event Payload V1 S1 2014-10-16 05:12 E1 V2 S2 2014-10-16 05:14 E2 V1 S1 2014-10-16 05:15 E3 V1 S1 2014-10-16 05:20 E4 V2 S2 2014-10-16 05:21 E5 V1 S3 2014-10-16 05:25 E6 … … … … Visitor ID Session ID Payload V1 S1 sf, mac, {flash, quicktime}, {ca, usa}, 480 secs,…. E1 E3 E4 V2 S2 ff, win, {acrobat, mediaplayer}. {wb, in}, 420 secs….. E2 E5 V1 S3 sf, mac, {quicktime, java}, {on, ca}, 60 secs E6
- 21. Druid Storage – Columns & Dictionaries Timestamp (Hr) Sessi on ID Country OS User Agent Page Name Page Name 0 1 2014-10-16 05 S1 US MAC SF Login AccountOverview 0 2 3 0 2 4 0 5 4 0 5 2014-10-16 05 S2 DE WIN IE Login PaymentReview AccountHistory 2014-10-16 05 S3 US LNX FF Login PaymentReview Checkout 2014-10-16 05 S4 UK LNX FF Login Profile Checkout 2014-10-16 05 S5 DE WIN CR Login Profile 0 1 4 2014-10-16 05 S6 UK MAC SF Login AccountOverview Checkout Dictionary Login 0 AccountOvervie w © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 21 1 PaymentReview 2 AccountHistory 3 Checkout 4 LZF Profile 5
- 22. Druid Data Structure - Bitmap Indices © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 22
- 23. Herald – Self Service Analytics © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 23
- 24. Herald – Self Service Analytics © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 24
- 25. Druid Metrics © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 25
- 26. Pathing © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 26 Enter
- 27. Fallout Reports © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 27
- 28. Pathing A->B->C->D->X->A->M and A->B->C->D->E Visitor ID Current Page Next Page 1 Next Page 2 Prev Page 1 Prev Page 2 S1 A B C null null S1 B C D A null S1 C D X B A S1 D X A C B S1 X A M D C S1 A M null X D S1 M Null null A X S2 A B C null Null S2 B C D null A S2 C D E B A S2 D E Null C B S2 E Null null D C © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 28
- 29. Pathing Next Page { “queryType” : “groupBy” “dimensions” : (“current_page”, “dimensions like country, segmentation etc”} “aggregations” : [ { “type”: “count”, “name”: “next_page_count”, “fieldname” : “next_page, next_page2” }] “filter”: { “type”: “selector”, “dimension”: “current_page”, “value”: “C” } } Previous Page { “queryType” : “groupBy” “dimensions” : {“current_page”, “dimensions like country, segmentations etc”} “aggregations” : [ { “type”: “count”, “name”: “prev_page_count”, “fieldname” : “prev_page1, prev_page2” }] “filter”: { “type”: “selector”, “dimension”: “current_page”, “value”: “C” } } © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 29
- 30. A->B->C->D->X->A->M A->D-> X->M “queryType” : “search” “dimensions” : { “current_page_path_count”, “dimensions like country, segmentation etc”} “filter”: { “type”: “regex”, “dimension”: “next_page_path”, “pattern”: “^A*D*X*M$” } } © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 30 Fallout • Apply them to the dictionary • Figure out the values that match • Take those bitmap indices • OR the bitmap indices together • Use the output bitmap as the filter
- 31. Model View Controller Directives NVD3 © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 31 CLIENT SERVER Herald Architecture
- 32. SSO Druid Herald Deployment © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 32
- 33. Adhoc Graph Analytics © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 33 Name: Login_20141 01611 Country: US Count: 15 Name: AccountOver view_201410 1611 Name: PaymentRevi ew_ 2014101611 Name: Checkout_20 14101611 Country: US Count: 5 Country: US Count: 5 Country: US Count: 10 5 8 7 6
- 34. Name: Login_2014 101611 Country: US Count: 15 Name: AccountOv erview_201 4101611 Name: PaymentRe view_2014 101611 Name: Checkout_ 201410161 1 Country: US Count: 5 6 Country: US Count: 5 7 Country: US Count: 10 5 8 gremlin> g.v(‘Name’, ‘Login_2014101611'). as('x’). outE.inV.loop('x') {it.loops < 4} {it.object.getProperty('name') == 'Checkout_2014101611'}.path © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 34
- 35. Summary • Problem • Understand our customer behavior • Across disparate channels & experiences • Solution • Democratize data • Consistent standardized metadata • Disciplined instrumentation • Distributed scalable backend for adhoc & interactive analytics • Self-service BI through modern visualization tools © 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 35
- 36. Questions ? © 2014 PayPal Inc. All rights reserved. Confidential and proprietary.