Netzeffekt and Exasol

High performance analytics that boosts online marketing performance

Loading...Big data and analytics continue to gain momentum in all aspects of business. Consequently, more and more companies are adopting a data-driven approach, putting data at the heart of their business. netzeffekt GmbH is one of these data driven companies. Founded in 2012 and part of the Jung von Matt group, the performance marketing agency offers its clients services such SEA, SEO, affiliate marketing and performance display advertising, enabling them to generate new leads and win new customers. In production since early 2016, the Exasol Loading...in-memory Loading...analytic database ensures that netzeffekt can focus squarely on maximizing business success for its clients.


Challenges

Analysis was slow and resource-intensive, requiring significant amounts of overhead

Solutions

Having started with just one server, the agency plans to upgrade to a 2+1 cluster in 2017

Benefits

Because netzeffekt can use significantly larger data volumes, measuring campaign impact is now much more granular than before

netzeffekt has supercharged its analytics. By using Exasol, several particularly complex queries are processed in near real-time. The database also offers great integration with Tableau – adding Exasol to Tableau as a data source is as simple as a selecting a menu option in Tableau.

Florian Sänger Technical Director netzeffekt GmbH
0 x

performance advantage compared to the legacy solution

> 0 Bil.

rows of data

0

weeks from first test to a production-ready solution

< 0 hours

for support tickets to be resolved

Background

As the saying in online marketing goes, every marketing campaign lives and dies by the results it delivers. To this end, netzeffekt offers a mix of channels and services that is tailored to each customer. Journey tracking, attribution modeling, Adserver, dynamic landing pages or a landing page optimizer are just some of the tools available that drive a successful conversion strategy. Naturally, such a comprehensive approach requires a database to handle large amounts of data from diverse sources.

  • Industry Services
  • Application BI Acceleration, Loading...Data Science
  • Database Exasol
  • BI Tool Tableau
Case study background details

The journey

You can use our analytics database with our private cloud, any public cloud, on premises – or as part of a hybrid deployment.

The challenge

netzeffekt’s typical clients operate in the banking and insurance sector and want to create Tableau dashboards and management reports. The variety of data sources and data volumes has grown over time, as data from netzeffekt’s own tracking system nfxTrack is now complemented by increasing amounts of data from tool APIs (such as Facebook, YouTube etc.) and customer databases.

With such large amounts of data, analysis was slow and resource-intensive, requiring significant amounts of overhead. Standard queries did not finish in a reasonable timeframe or needed to be limited in scope for them to run. Furthermore, Tableau extracts weren’t being processed reliably. Florian Sänger, technical director at netzeffekt explains: “We couldn’t accept that our business was being kept back by lackluster database performance.” Consequently, the organization began looking for a solution that delivered high performance and also supported Loading...data visualizations using Tableau.

The solution

From POC to production in just 6 weeks

netzeffekt trialed the Exasol database by downloading and installing the Free Small Business Edition. The organization was looking for a solution that delivered fast query speeds in aggregated functions, performance grouping and chain analysis that also supported bulk loading and offered an integrated scripting engine. When the Exasol Loading...in-memory solution showed a performance advantage of over a factor of five compared to the legacy solution, the team was impressed.

What compelled netzeffekt to choose Exasol was not only the Loading...in-memory solution’s high performance, but also its versatility and scalability. The latter is already paying dividends; having started with just one server, the agency plans to upgrade to a 2+1 cluster in 2017. Sänger estimates that data volumes will increase by more than double, from currently 200GB of raw data to 500GB with over 1bn rows of data. According to Sänger: “What convinced us the most was the solution’s query speeds coupled with its cluster-readiness, its integrated R plugin and the fact that existing use cases demonstrated that it was being used in production at leading companies. Installing and deploying the solution and loading data was a very fast and smooth process that required very little administration overhead. After just a few days of training, the netzeffekt team was more than capable to work with the database without any outside help.” Sänger continues: “Exasol’s support teams out of Germany have been very important too. Unlike competitors such as Amazon Redshift, Exasol support tickets are resolved within 24 hours. Furthermore, communication with sales has been very constructive; it took just 6 weeks to go from the first test to a production-ready solution.”

The benefits for netzeffekt

BI analytics as a core offering

netzeffekt uses the Loading...in-memory Loading...analytic database primarily in 3 areas: for its own affiliate network “FinanceQuality”, its multichannel tracking system “nfxTrack”, as well as for in-depth analytics together with Tableau Server for activities such as attribution modeling, user journey analytics and displaying channel interactions. By implementing Exasol, BI analytics is now an integral part of its product range including SEO, SEA and real-time advertising. And by being able to use significantly larger data volumes, measuring campaign impact is now much more granular than before.

“netzeffekt has supercharged its analytics,” says Sänger in his closing remarks. “By using Exasol, several particularly complex queries are processed in near real-time. The database also offers great integration with Tableau – adding Exasol to Tableau as a data source is as simple as a selecting a menu option in Tableau.”

As a result, approaches and ideas previously deemed impossible can finally be implemented and become reality. netzeffekt eagerly anticipates the new features of Exasol V6 such as JSON connectivity and the option of establishing a Loading...logical data warehouse model using virtual schemas.

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