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Driving User Growth Through Online Marke7ng
Traffic Genera7on Team -‐ Flipkart
Agenda
• Why invest in Online Marke7ng? • Online Marke7ng @ Flipkart • In-‐house PlaForms
Why invest in online marke7ng?
O N L I N E
O F F L I N E
Online Marke7ng @ Flipkart
• Channels • SEM (both search & display) • Email Marke7ng • SEO • Affiliates
• Generates almost equivalent traffic as offline marke7ng at 1/5th cost.
• Dedicated engineering and marke7ng team to maintain and grow all 4 channels
SPAMphlet PlaForm for Email Marke7ng
Target Group Campaign Selection
Communication Service Reporting
SPAMphlet -‐ Typical Flow
Target Group Campaign Selection
Communication Service Reporting
Segmen7ng users from heterogeneous data sources.
Target Group Campaign Selection
Communication Service Reporting
• Mobile accessory campaign to mobile buyers who are new customers • Data Sets:
ORDERS : [ order_date, category, ... ] USER_PROFILE: [ creation_date, … ]
• Operators : UNION, INTERSECTION, MINUS, … Target Group: { mobile_buyers MINUS accessory_buyers } INTERSECTION new_customers Actual Expression: { { set: ORDER, category : mobile, order_date : { from : 01/01/2013, to: 07/01/2013 } }, MINUS, {set: ORDER, category : accessory, order_date : { from : 01/01/2013, to: _NOW_ } }}, INTERSECTION, { set: USER_PROFILE , creation_date : { from : 01/01/2013, to : 07/01/2013} }}
Target Group Campaign Workflow
Communication Service Reporting
• Connects to various internal services • Throughput for processing emails • Externalize the campaign customiza7on -‐ over DSLs • E.g.: Mobile accessory campaign to mobile buyers:
o Pull mobile purchase history o Pull compa7ble accessories from catalog
Target Group Campaign Selection
Communication Service Reporting
• Marries template with data & dispatches emails • Sending emails in a small window • Can handle 5L emails / hour
Target Group Campaign Selection
Communication Service Reporting
• Provide near real7me reports • Ability to slice-‐and-‐dice data • Campaign heatmap SAMPLE REPORT:
Target Group Campaign Selection
Communication Service Reporting
SPAMphlet -‐ PlaForm Goals
• High availability • High throughput • Resilient to failure • Near real 7me repor7ng with ability to slice and dice data.
• Customizing Campaign type & Target group over DSLs
SPAMphlet – Architecture
SPAMphlet – Architecture
SPAMphlet – Architecture Elas7c Search for Repor7ng • Issues with mysql based group by, count(*) • Custom river plugin to pull data • Histograms for repor7ng • Elas7c Search DSL APIs for slicing-‐and-‐dicing
SPAMphlet – Architecture
SPAMphlet – Architecture Workflow Engine(WFE) • Backbone of SPAMphlet • No7on of tasks & chaining them to form workflow
• Fork & Join support • On top of Akka:
o MQ Mailbox o State Management o DSL Support for crea7ng chains
SPAMphlet – Architecture Workflow Engine(WFE) • { mobile_buyers MINUS accessory_buyers } INTERSECTION
new_customers
SPAMphlet – Architecture
Sindbad PlaForm for Search Engine Marke7ng
Ad Ranking Mechanics
Sindbad – Challenges
Highly focused ad-‐copies
Sindbad -‐ Challenges Find those hidden, rare to find keyword phrases that are super cheap and drive very focussed traffic.
Sindbad – Challenges
Keeping our campaigns in sync with any development on the website.
Sindbad – Challenges
Experiment with campaign structure quickly.
Sindbad -‐ Challenges
Design and experiment with algorithms to manage bids using both Google and internal data points.
Sindbad -‐ PlaForm Goals
• Support for crea<ng DSL for defining paferns for crea7ng campaigns
• Built with support for failure management. • Horizontally scalable. • Data source that can scale up and can perform slicing and dicing of raw data irrespec7ve of the size.
• Ability to construct and execute rules & constraints on the fly.
Sindbad PlaForm
Q & A
