© 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

麟數據科技創辦人 & 技術長佘志龍

5/20/2016

跨屏商機，大數據雲端引爆

LnData -數位行銷大數據顯學

Agenda

• About LnData

• Deal with real-time Ads traffic

• How LnData leverage AWS?

• 3rd-party certified Ads Tracking over the world!

About LnData

About LnData

LnData 專精於技術，透過創新的軟體服務平台與公正第三方的角色，成為串接品

牌、媒體、代理商與消費者的關鍵數據樞紐，讓行銷計劃中的每一次曝光、觸及與

互動能完美呈現，以資料科學的方法整體優化您寶貴的行銷資源。

我們是 LnData 麟數據科技，領先的雲端大數據解決方案專家。

Consumer Journey Getting Complex

Outdoor

VerticalsVideo

Blog

Search engine

Recommendation

App stores

APPAds

LINE

Facebook

Console

TV

Campaign site

BBS SNS

PromotionIn-app Ads

Web download sites Payment tools

Offer wall

See Aware Interest Click Download Play Purchase Share

community

CTV LCD

P.O.E.S. Model Ensures Holistic Measurement

Paid Media Owned Media Earned Media Sales Platform

Ad Tacking :

Impression

Click

frequency

Site Tacking :

Source

Consumer

Profile

Solcial Listening:

Tweet

Retweet

Reviews

E-Commerce :

Sales

Comments

Sentiments

Advertising Communication

and Engagement

Share iWOM Purchase

Comments

Customer Identity Data through Ads tracking

CONNECT COLLECT CONVERSION

Holistic Measurement in Digital World

Impression Click Landing Engagement

• Impression

Frequency

• Unique Impression

• Viewable Impression

• TA Profile

• IGPR, Reach

• CPM

• Time, Geo

dimensions

• Click

Frequency

• Unique Click

• CTR

• CPC

• Time, Geo

dimensions

• Unique Visitor

• Page View

• Landing Rate

• Ave. Time

Spending

• Bounce Rate

• Device

information

• Key Engagement

Performance

• Conversion Rate

數位行銷大數據顯學

• About LnData

• Deal with real-time Ads traffic

• How LnData leverage AWS?

• 3rd-party certified Ads Tracking over the world!

Deal with real-time Ads traffic - Display Ads

Deal with real-time Ads traffic - Video Ads

影音廣告已成為主流即時追蹤觀看行為與效益

Deal with real-time Ads traffic - Video Ads

影音廣告搭配社群討論跨媒體大數據分析

Deal with real-time Ads traffic - data collect

Data sources Data collection Rea-time analytics Result Store

Deal with real-time Ads traffic - The challenges

Data sources Data collection Rea-time analytics Result Store

machine learning algorithms

Deal with real-time Ads traffic - The challenges

Why LnData go for AWS cloud on Day 1

Why LnData go for AWS cloud on Day 1

1. On the Go Pricing

2. Performance

3. Deployment Speed

4. Security

5. Flexibility

數位行銷大數據顯學

• About LnData

• Deal with real-time Ads traffic

• How LnData leverage AWS?

• 3rd-party certified Ads Tracking over the world!

How LnData leverage AWS?

LnData , Digital Platforms Covered by Cutting-edge Technologies.

LnData Track 全面深入行動數位廣告的解決方案

LnData Site 敏捷精美的網站流量分析平台

LnData CSR 多螢優化媒體投放解決方案

LnData QnA專業好用的網路客製化市調平台

How LnData leverage AWS? Track & Site

廣告數據採集/清洗

Elastic Load

Balancing

Multiple EC2

Instances

NLP、ML

Cluster

Amazon

EMR

Cluster

Amazon EBS

HBase HDFS cluster

Amazon

S3

Amazon

DynamoDB

Amazon

ElastiCache

How LnData leverage AWS? Mobile SDK

iOS

Android

Node.js

Amazon

Kinesis Amazon

Kinesis–

enabled app

Amazon

DynamoDB

AWS

Lambda

Amazon

S3

How LnData leverage AWS? Real-time Report

Amazon

S3

Amazon

DynamoDB

Amazon

ElastiCache

Amazon

KinesisCluster

Amazon

ElastiCache

client

How LnData Identify User from Ads

女生

22歲

台北市

Collection and

Computing

http://v.LnData.com/i/a10409,b200028816,c1304,i0,m202,h

http://c.LnData.com/c/a10409,b200028816,c1304,i0,m101,hLnData追蹤碼

How LnData Identify User from Ads and Social

1st Party Identity Sample

Data

First Name X X X

Last Name X X X

Email X X

Birthday X

Gender X

City X

State X X

Country X X X

Zip Code

Interests X

Likes X

Activities X X

Education X X

Work X X X

Relationship X

Registration Data

Traditional Registration

Progressive Profiling

Conditional Profiling

Behavioral Data

Purchases

Ad Clicks

Page Views

Shares

Comments / Reviews

Data

System Data

Location

Time

IP Address

Opt-ins1st

party

DataAds

Data

Likes &

Interests

Favorite Movies

Favorite Music

TV Shows

Sports Teams

Education

Workplace

Purchases

PreferencesLocation

Shipping Information

Check-ins

Devices

View through

Opt-ins Favorite Books

Subscriptions

Work History

Time Spent

Conversion Rate

透過第三方廣告監測收集識別資料，結合第一方使用者，達到最大覆蓋率，再藉由LnData技術使客戶擁有

1st party DMP

Benefits using AWS

We will utilize the following components to architect a

solution on AWS:

AWS EC2 : Collect Ads data during several campaigns.

AWS Redshift : Explore complex Ads behavioral model.

Amazon EMR : Dynamic MapReduce cluster sizing.

Amazon Spot Instances : Lower costs.

AWS CloudFormation : Deploying LnData cross regions.

數位行銷大數據顯學

• About LnData

• Deal with real-time Ads traffic

• How LnData leverage AWS?

• 3rd-party certified Ads Tracking over the world!

3rd-party certified Ads tracking over the world

template

AWS

CloudFormation

3rd-party Ads Tracking SaaS platform

Report on AWS

Report on AWS

LnData

全媒體跨屏貫通，與社群網路聆聽技術

LnData

Thank you!