Avito wanted to enable the versatile use of available data to develop various business streams and generate additional benefits.
Avito, the number-one classifieds site in Russia, wanted to collect and save all its business-related data. Big Data has become part of day-to-day reality for the company, and is instrumental to its success. Avito employees handle both gigantic volumes of information and endless streams of many types of complex data on a daily basis.
Data is currently sourced from 26 different systems, including the main website and other online projects (such as Domofond.ru), the CRM system, software solutions for managing banners, newsletter and SMS mail outs, mobile app components and much more. A graphic example of Big Data entering the corporate network at a very high rate is clickstream.
It is a stream of events reflecting all user activity on websites: clicks, page jumps and other activities. Almost one billion events are recorded on a daily basis, and sometimes as many as two to three million events per minute. Data from the company’s back office systems storing customer classifieds are the most diverse: their structure is becoming progressively more complex and multi-tiered.
The company also accumulates external data from such context advertising systems as Yandex. Direct, Google AdWords and Rubicon, from a number of other marketing data sources, from social networks and also foreign exchange rates from the European Central Bank.
However, the tools based on PostgreSQL and Excel used prior to 2013 did not allow Avito to collect and process this valuable clickstream data. They were good enough only for preparing simple reports.
Avito formed a Business Intelligence (BI) unit in mid-2013, shortly after gaining leadership in its market segment following a takeover of two competitors: OLX.ru and Slando.ru. Company management then tasked the BI unit with monetizing corporate data though in-depth analysis of incoming information.