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1 .R Case Study from EBAY DDI 李 忠 潘佳鸣 zholi@ebay.com,jipan@ebay.com
2 .R Case Study from EBAY DDI 李忠 潘佳鸣 zholi@ebay.com jipan@ebay.com
3 .Agenda 3 eBay DDI Introduction eBay Mobile Buyer Purchase Behavior Analysis Case Study ETL Failure Message Classification Case Study Ｑ＆Ａ
6 .6 Analytics Platform Architecture EDW Singularity Hadoop
7 .Data Platforms Data Warehouse + Behavioral Singularity Data Warehouse Semi-structured/ SQL++ Structured/ SQL Low End Enterprise-class System Contextual-Complex Analytics Deep, Seasonal, Consumable Data Sets Production Data Warehousing Large Concurrent User-base Discover & Explore Analyze & Report 150+ concurrent users 500+ concurrent users Enterprise-class System 5-10 concurrent users Unstructured / JAVA&C Structure the Unstructured Detect Patterns Hadoop Commodity Hardware System 6+PB 40+PB 20+PB EDW Ab Initio UC4 SOA Data Integration Informatica
8 .Cyber Monday: By the Numbers Thanks to the growth of smartphones and tablets, which allow for “anytime, anywhere” shopping, eBay Inc. saw a surge in mobile commerce this past Cyber Monday across all divisions. On a year-over-year basis, mobile transacted volume more than doubled in the U.S. for eBay Marketplaces and nearly tripled for PayPal on a global basis. In addition, GSI saw a 287% increase in mobile sales in the U.S ., compared to 2011. PayPal research also noted that consumers around the world shopped on mobile most frequently from 1:00 p.m. to 2:00 p.m., PST, on Cyber Monday — slightly later in the day than on Thanksgiving and Black Friday .
9 .Global Mobile Phones Geographical Distribution Data Source comes from wiki page: http ://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use
10 .2012 Q4 EBAY Mobile Buyers Geological Distribution
11 .2012 Q4 US Mobile Buyers Geological Distribution
12 .2012 Q4 Mobile Buyer Distribution on GE
13 .2012 Q4 # of US Mobile Buyer Count by Gender
14 .2012 Q4 Mobile Buyer Count by Age Group
15 .2012 Q4 Mobile Buyer Order Size by Age Group
16 .2012 Q4 Mobile Buyer Purchase Frequency by AG
17 .2012 Q4 Mobile Buyer Purchase Amt by Age Group
18 .2012 Q4 Mobile Buyer Category Keyword Mobile Female likes mobile and clothing Mobile male likes Mobile and Car
19 .2012 Q4 Mobile Buyer Feedback by Age Group
20 .2012 Mobile Buyer Retention Rate
21 .2012 Mobile Buyer Retention Cycle Plot
22 .2012 Q4 Mobile Buyer Analysis Summary We can see that the top 5 eBay big market places are US,UK,DE,AU and CA, but it is clearly that BRIC countries (Brazil, Russia, India and China) have a big potential business opportunity for EBAY mobile marketplace. Most mobile buyers came from CA, TX, NY and FL in 2012 Q4. Mobile male like mobile and car but mobile female like mobile and women’s clothing. Order size, purchase frequency are nearly the same between mobile male and mobile female, but looks like mobile male spend more GMB per transaction than mobile female. Age 20~34 and Age 35~49 are the two most active mobile feedback groups and they are satisfied with eBay items . Retention rate converge to 20%
23 .Data Platforms Data Warehouse + Behavioral Singularity Data Warehouse Semi-structured/ SQL++ Structured/ SQL Low End Enterprise-class System Contextual-Complex Analytics Deep, Seasonal, Consumable Data Sets Production Data Warehousing Large Concurrent User-base Discover & Explore Analyze & Report 150+ concurrent users 500+ concurrent users Enterprise-class System 5-10 concurrent users Unstructured / JAVA&C Structure the Unstructured Detect Patterns Hadoop Commodity Hardware System 6+PB 40+PB 20+PB EDW Ab Initio UC4 SOA Data Integration Informatica Batches LOG Batches LOG Batches LOG Batches LOG Batches LOG Batches LOG Batches LOG
24 .eBay Data Platform Batch Support Batches LOG Batches LOG Batches LOG Batches LOG Batches LOG Batches LOG Batches LOG Batches LOG ? Failure Type
25 .eBay Data Platform Batch Support The Business Problem How many types of Batch Failure How to describe each type of Batch Failure How to automatically detect Batch Failure
26 .eBay Data Platform Batch Support
27 .eBay Data Platform Batch Monitoring Center 1 st Cycle Nth Cycle
28 .eBay Data Platform Batch Monitoring Center
29 .eBay Data Platform Batch Monitoring Center
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