PayPal has developed a behavioral tracking platform on Hadoop to understand customer behavior across its 110 million accounts. The platform collects metadata on customer interactions and sessions across channels. It uses a entity-event data model and performs attribution, sessionization, and metrics generation to provide insights. PayPal analyzes the data using Pig scripts to calculate metrics and dimensions like visitors, sessions, page views by page and browser. This helps PayPal improve customer experience and drive outcomes.
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PayPal Behavioral Analytics on Hadoop
1. PAYPAL - BEHAVIORAL TRACKING ON HADOOP
ANIL MADAN
DIRECTOR OF ENGINEERING , MARKETING & ANALYTICS
2. PAYPAL'S VISION
Delivering the future of money today…
An essential part of our customer's financial and business
lives, enabling secure commerce anywhere, anytime, any way
110 million active accounts , 190 markets , 25 currencies
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3. BEHAVIORAL TRACKING VISION
Understand our anytime, anywhere, any way to drive desirable
customer’s behavior outcomes for our
and experience customers and for PayPal.
Enable self-service
analytics for our
product and
Ensure marketing teams
Ensure privacy,
instrumentation
security and trust
standardization 3
for our customers
across channels
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4. TRACKING PLATFORM OVERVIEW
Direct/ Transaction Email Display Search
Home Page Emails Marketing Advertising Engine
Marketing
Metadata Tracking Servers Real Time Systems
Tracking Metadata Marketing
Tracking Event Service
Tool
Segmentation
Tracking Validation
Tag
Taxonomy Service Experimentation
Catalog
Big Data
Reporting/Visualization Digital Metrics Attribution
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