The Objectives
In the ever-expanding world of healthcare e-commerce, they faced a pressing challenge. Our customer embarked on Enhancing the efficiency and effectiveness of vital marketing data tasks such as Unica campaigns, merchandising operations, email prioritization, and reporting by minimizing failures and ensuring smoother campaign execution within the Unica system enabling real-time recommendations, sales projections, and customer insights.
Challenge
- Inefficient Marketing Data Ingestion: The existing data processing system for market campaigns, which ingests data from sources like Oracle, FTP, Rest API, and flat files, faced significant inefficiencies leading to instability in marketing campaign execution.
- Inefficient Marketing Data Processing: The existing data processing framework was inefficient, impacting critical processes like Unica campaigns, merchandising, email prioritization, and reporting.
- Accelerating Data-Driven Decision-Making: Lengthy data processing cycles hindered the client’s ability to obtain timely insights, affecting decision-making for marketing campaigns, including campaign selection, keyword optimization, and product marketing strategies.
- Ensuring Data Reliability for Precise Campaigns: Data quality challenges impeded campaign targeting precision and hindered the ability to make strategic decisions.
Solution
- Efficient Data Processing with Databricks:
- Refining complex data queries into manageable segments to reduce resource consumption.
- Streamlining elaborate data transformations into concise processes for enhanced efficiency.
- Strategic Data Management:
- Harnessing Databricks capabilities to store data efficiently, minimizing redundant data transfers, and bolstering processing speed.
- Fine-tuning of Databricks parameters to achieve maximal parallel processing.
- Optimized Data Pipeline Scheduling:
- Strategically shifting job schedules from business hours to non-business hours to maximize resource utilization.
- Tailoring Databricks cluster configurations to allocate an optimal number of worker nodes, driver memory, and executor memory based on the workload.
- Performance Monitoring and Real-Time Optimization:
- Vigilantly monitoring data transformations and actions using Databricks’ built-in tools to select the most efficient processes.
- Making real-time adjustments based on monitoring data to enhance overall performance.
Solution Architecture
Impact
- 95% Reduction in Campaign Cycle Time: The most notable achievement was a 95% reduction in campaign cycle time from 6-8 hours to just 30 minutes with Databricks. This has resulted in faster campaign execution, enabling the client to react swiftly to market dynamics and customer behaviors.
- Enhanced Decision-Making: The client gained quicker access to critical insights leading to improved decision-making for email campaigns, allowing them to select the right campaigns, keywords, and products for maximum impact.
- Efficient Unica System: The optimization enabled a more efficient Unica system for executing campaigns, reducing failures, and enhancing overall stability.
- Workflow Harmony: Databricks orchestrated workflow harmony resulting in scalability and cost-effectiveness in managing vast data volumes.