Open Source Cloud Authors: Simon Hill, Stackify Blog, Liz McMillan, Vaibhaw Pandey, Pat Romanski

Related Topics: Open Source Cloud, Mobile IoT

Open Source Cloud: Case Study

Case Study: Delivering Rich Analytics to Mobile Customers

Query performance is critical because mobile carriers and content providers need to know as much as possible

Headquartered in the United Kingdom, Bango provides technology that powers commerce for businesses targeting the growing market of Internet-enabled mobile phone users. Bango's products collect payment from mobile users for online content and services, and provide accurate analytics back to mobile carriers and content providers about marketing campaigns and user behavior. Numerous brands, as well as thousands of smaller content providers and developers, use Bango products to more effectively run their mobile businesses.

Bango Analytics is delivered as a hosted online solution, offering data collection, campaign tracking, page tracking and other services for mobile carriers and content providers. In addition to online data such as page views and clicks, Bango tracks mobile-specific information such as device model, manufacturer, and user identity data. This enables its customers to better understand subscriber behavior, optimize mobile marketing campaigns and drive higher advertising rates, all in real-time, unlike other analytics solutions.

More than 60 million unique mobile subscribers from all over the world are identified by the Bango system, and as the company's business has grown, so has the massive volume of data that needs to be stored, loaded and made available to its customers for analysis. With tens of millions of records coming in every day, query performance was a growing challenge because Bango's SQL Server-based database needed to be scaled-up to provide the performance required at higher data volumes. When Bango signed one of its largest customers to date - a well-known global media provider with analysis requirements that encompass more than 150 million rows and 450 Gigabytes of mobile data each month - the company knew that it needed a solution that could help it quickly and cost effectively scale its business while delivering the performance that customers with large data volumes demand.

Evaluating Alternatives
Bango evaluated a number of data management alternatives in their quest for a high performance, cost-effective solution that could be implemented quickly. The company was interested in finding a new approach to the challenge of dealing with large data sets. The alternatives considered were:

  • Cloud-based solutions
  • Data warehousing as a Service
  • Hardware-based appliances
  • Software

Because cloud-based solutions would allow Bango to scale out massively, but would eliminate the need for Bango to procure and maintain hardware, this approach was initially considered an attractive alternative. Bango quickly realized, however, that they would need to re-design and completely redevelop their whole analytic application to make this work, and concluded that the development effort required would be too expensive and time-consuming. Concerns about the speed at which large data sets could be loaded to the cloud were also a factor in ruling out this option.

Data warehousing as a service was also considered, but decided against for a number of reasons. First, there are only a few companies providing this service, all of which are fairly immature. Bango also felt that, like cloud-based approaches, it would be hard to load big data, and that the time needed to evaluate this option by doing a proof-of-concept would take far too long.

A massively parallel hardware-based appliance was reviewed as "brute-force" alternative, but rejected because it was neither cost-effective nor considered "ground-breaking" by the technical evaluators at Bango.

Finally, a number of software-based solutions were evaluated. After eliminating those that offered nothing new or innovative in solving the "big data" challenge, Bango turned to Infobright.

When Tim Moss, the Chief Data Officer of Bango looked at Infobright's website, the first thing he noticed was the focus on online analytics, including case studies and relevant white papers. As he and his team investigated the Infobright technology, they believed they had found the "clever solution" they were looking for. What's more, since Inforbright offered a freely downloadable, open source version, Bango could immediately try out the software to determine whether it would meet the company's needs.

"We found it extremely easy to set up and install Infobright," said Tim Moss. "The open source product is a very effective way to do a thorough evaluation. In 30 minutes we had it up and running, and were quickly able to determine that this was a plausible solution,"

One of the things that Bango's team liked best about Infobright is that there are no indexes to create or maintain. With the SQL Server database alone, indexing more than doubles the size of the raw data. SQL Server, like most databases, requires indexes tuned to specific queries to deliver fast query performance. Infobright's technology however, delivers fast query response for all queries without the need for indexes, so it enables Bango's customers to do ad-hoc queries without performance penalties.

"Accommodating customer demand for a broader set of queries was problematic using SQL Server," added Moss. "We'd have to add even more indexes, doubling the size of the database yet again with each additional index, which in turn would require more storage. Infobright's high data compression capabilities allow us to shrink the database considerably. More important, it lets our customers run ad-hoc queries without requiring development effort or customization, optimization or tuning from my team, so we can easily deliver the performance needed."

In fact, Bango realized that in many cases the more complex the query, the faster the response time with Infobright, as the solution's innovative Knowledge Grid architecture filters out even more irrelevant data when processing the query. This level of performance convinced Bango to select Infobright Enterprise Edition (IEE). Bango was able to deploy IEE in just a few months, with minimal development and administrative effort. This was predominantly focused on porting the SQL queries, and building the new ETL processes, which would be necessary with any solution. However, they did not need to spend much development time changing their existing web-based (.NET) reporting front end.

With IEE, Bango is able to support the analytic needs of its customers, both large and small, with faster query performance against increasing volumes of data than it could before. Infobright's column-oriented database, innovative architecture and data compression capabilities give Bango the ability to quickly load massive amounts of mobile data and enable complex, ad-hoc queries in seconds without indexes, manual tuning or complex administration.

For example, IEE enabled Bango to run a report that included ten million events in just 22 seconds - a fraction of the 5 minutes that that the same query takes using SQL Server. In addition, a report with 150 million events that did not return a result using SQL Server took 564 seconds with IEE.

"Query performance is critical because mobile carriers and content providers need to know as much as possible, in as close to real-time as possible, about who is visiting their sites, how subscribers use their mobile content or devices, and how they are responding to marketing offers and campaigns," said Ray Anderson, CEO of Bango. "Infobright enables us to deliver rich analytics to our customers within minutes of transactions occurring, which ultimately gives them the ability to make better and faster business decisions."

The data compression that Bango is seeing with IEE is equally impressive. Data that required 450GB of storage using the SQL Server required only 10GB with IEE. This has allowed Bango to accommodate its largest customers and grow its business without having to invest in expensive hardware and storage capacity.

"Infobright gave us a fast, simple and affordable way to support the expansion of our business and the increasing data demands that come with growth," said Ray Anderson, CEO of Bango. "Even more impressive, it allowed us to not just maintain the current performance level of our analytic solution, but actually improve it, which directly answers our customers' urgent demands for mobile intelligence."

More Stories By Pat Romanski

News Desk compiles and publishes breaking news stories, press releases and latest news articles as they happen.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.

@ThingsExpo Stories
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
It is of utmost importance for the future success of WebRTC to ensure that interoperability is operational between web browsers and any WebRTC-compliant client. To be guaranteed as operational and effective, interoperability must be tested extensively by establishing WebRTC data and media connections between different web browsers running on different devices and operating systems. In his session at WebRTC Summit at @ThingsExpo, Dr. Alex Gouaillard, CEO and Founder of CoSMo Software, presented ...
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics gr...