These slides are from the 2019 Apache Roadshow in Chicago

1. Customer Segmentation and
Marketing Automation with
Apache Unomi
Apache Roadshow Chicago 2019
Michael Ghen

2. Welcome to this workshop on
● Introduction to Apache Unomi
○ Customer Data Platforms
○ Features & Core Concepts
● Customer Segmentation
○ Segments, Lists, Scores
● Marketing Automation
○ Conditions, Actions & Rules
● Tutorial
● Conclusions
○ General Architecture & Integrations
unomi.apache.org/tutorial.html
github.com/mikeghen/unomi-tutorial
github.com/mikeghen/unomi-docker

3. Introduction
● Founder, Reach Technologies LLC
● Previous:
○ Software Engineer
○ Systems Engineer
○ Data Platform Engineer
○ Data Science Program Manager
○ Data Architect
Adtech/Martech
● PromoPlanner - Instagram API Developer
● Benefits Data Trust - 2 million SMS messages
Fintech
● Swapbot, pure arbitrage in cryptocurrency markets
● Cryptocurrency Miner (Monero and Litecoin)
● NinjaTrader, C# automated trading

4. Apache Unomi is a Customer Data Platform (CDP)
● CDPs address challenges marketing and technology teams face gathering
and acting on customer information
● Providing customers with a unified experience is a top priority for marketers
● CDPs apply specialized technologies and pre-built processes that are
tailored precisely to meet marketing data need
A Customer Data Platform is packaged software that creates a
persistent, unified customer database that is accessible to other systems
Customer Data Platform Institute

5. Apache Unomi is a Customer Data Platform (CDP)
● packaged software - prebuilt system built for marketing data needs, IT
resources may be required but does not require the level of technical skill of
a typical data warehouse project
A Customer Data Platform is packaged software that creates a
persistent, unified customer database that is accessible to other systems
Customer Data Platform Institute

6. Apache Unomi is a Customer Data Platform (CDP)
● persistent, unified customer database - creates a complete view of each
customer by capturing data from many systems, contains personal
identifiers used to target marketing messages and track individual-level
marketing results 🎯
A Customer Data Platform is packaged software that creates a
persistent, unified customer database that is accessible to other systems
Customer Data Platform Institute

7. Apache Unomi is a Customer Data Platform (CDP)
● accessible to other systems - data
stored in the CDP can be securely
accessed by other systems in the
enterprise that are performing
marketing functions or handling
customer data (e.g. Mailchimp,
Salesforce, proprietary CRM)
A Customer Data Platform is packaged software that creates a
persistent, unified customer database that is accessible to other systems
Customer Data Platform Institute

8. Reach Case Management System
Reach provides a toolbox that can
be deployed in areas were public
health interventions are required.
Apache Unomi is a backend and
engine for implementing custom
interventions in Reach because
offers features to respect visitor
privacy rules (i.e. GDPR).
Heavily focused on individual
privacy, information security,
rigorous evaluation, and peer to peer
interactions (not custom code)

9. Apache Unomi has Features that Support Customer Segmentation
and Marketing Automation without Custom Coding

10. Apache Unomi has Features that Support Customer Segmentation
and Marketing Automation without Custom Coding
focus for the Unomi Tutorial

11. Core Concept: Users interact with applications generating
sessions and events, overtime a profile is built for the user
● Items - Provides the base information the
context server needs to process and store the
data, base data structure for all other items
● Profiles - Knowledge collected about
customers is embedded in Profile object
● Events - Users' actions are conveyed from
clients to the context server using events
● Sessions - A session represents a
time-bounded interaction between a user (via
their associated profile) and a Unomi-enabled
application

12. Core Concept: Users interact with applications generating
sessions and events, overtime a profile is built for the user
Apache Unomi is a reference
implementation of the OASIS
Context Server (to be
renamed CDP Standard).
Context Server is supports
delivery of personalized user
experiences

13. Core Concept: Users interact with applications generating
sessions and events, overtime a profile is built for the user
Apache Unomi is a reference
implementation of the OASIS
Context Server (to be
renamed CDP Standard).
Context Server is supports
delivery of personalized user
experiences
1
2
3

14. Core Concept: Marketers use JSON to define segments and
rules that are evaluated by Unomi in real-time
● Conditions - Evaluates to true/false and can
be combined together with boolean logic
(e.g. profilePropertyCondition)
● Actions - Defines the business logic for taking
action (e.g. setPropertyAction)
● Rules - Defines a set of actions that will trigger
when a set of conditions are true for a profile
● Segments - Defines a set of conditions that
will classify a profile into a segment when the
profile meets all conditions

15. "actions": [
{
"parameterValues": {
"setPropertyName": "properties.eligibility",
"setPropertyValue": "yes"
},
"type": "setPropertyAction"
}
]
Action Example

16. public class SetPropertyAction implements ActionExecutor {
public int execute(Action action, Event event) {
...
}
}
Comments on Extending Unomi

17. "condition": {
"parameterValues": {
"subConditions": [
{
"parameterValues": {
"propertyName": "properties.annualIncome",
"comparisonOperator": "lessThan",
"propertyValueInt": 12000
},
"type": "profilePropertyCondition"
},
{
"type": "profileUpdatedEventCondition",
"parameterValues": {
}
}
],
"operator" : "and"
},
"type": "booleanCondition"
}
Annual Income < 12000
Profile Updated Event
AND
Condition Example

18. Apache Unomi
Tutorial
Getting Setup to Evaluation
Unomi in your Organization
1. Running Apache Unomi
2. Creating Rules
3. Creating Profiles
4. Extending Unomi

19. Architecture, Integrations, and Extending
● Apache Unomi is a Apache Karaf
(OSGi) application
● Runs as a server-based Java
service, accessible through a
REST API
● Designed to be extensible and very
flexible as it uses an OSGi engine
at its core
● Designed to scale out since it uses
cluster-tested technologies such as
ElasticSearch, Apache Karaf Cellar
● Several Connectors are available:
Mailchimp, Salesforce
○ Call for more connectors
● Custom Plugins
○ Custom Action:
WebhookAction

20. Thank you for attending!
unomi.apache.org/tutorial.html
github.com/mikeghen/unomi-tutorial
github.com/mikeghen/unomi-docker