Analytics as a Service

OLIVER RATZESBERGER
Sr. Director Architecture & Operations
Cloud Computing, Analytics as a Service
eBay inc.
June 2009

eBay Inc Overview

As of December 31, 2007

Founded in September of 1995, eBay is a global online marketplace where

practically anyone can trade practically anything.

eBay has a global presence in 39 markets, including the U.S.

In Q4-07, gross merchandise volume (GMV), the total value of all

successfully closed items on eBay's trading platforms, was $16.2 billion.
(Total GMV for the full year 2007 was more than $59 billion.)

eBay users worldwide trade more than $2,039 worth of goods on the site
every second.

eBay has approximately 276 million registered users worldwide.

Marketplaces net revenues totaled a record $1.5 billion in Q4-07,
representing a year-over-year growth rate of 21 percent. With 46 percent
from US operations and 54 percent from our International business.

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eBay Inc Overview (cont)

There were 637 million new listings added to eBay worldwide in Q4-07. At
any given time, there are approximately 113 million listings worldwide, and
approximately 6.7 million listings are added per day. eBay users trade in
more than 50,000 categories.

At the end of Q4-07, eBay hosted approximately 532,000 stores worldwide,

with approximately 46 percent of stores hosted on eBay's international sites.

eBay members worldwide have left more than 6 billion feedback

comments for one another regarding their eBay transactions.

The most expensive item sold on eBay to date is a private business jet for
$4.9 million.

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Velocity of trading

On an average day on eBay

A Diamond Ring is sold every two
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minutes

Velocity of trading

On an average day on eBay

More than
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3 Watches are sold every minute

Velocity of trading

On an average day on eBay

5 Womens handbags are sold every minute

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Velocity of trading
On an average day on eBay
Over

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3600 MP3 players are sold

Velocity of trading

On an average day on eBay

A makeup product sold every 2
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minutes

Velocity of trading
On an average day on eBay

4,827 fragrance products sold per day

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Velocity of trading

On an average day on eBay

A hair product sold every

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second

Velocity of trading

On an average day on eBay

Over 300 stamps are sold every
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hour

Velocity of trading

On an average day on eBay

An automobile is sold
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every minute

eBay Analytics Technology Highlights

>50 TB/day of new, incremental data

>50 PB/day
Processed

>100k data elements

>150^10 new records/day

>50k chains of logic

>5000 business users & analysts

Active/Active
turning over a TB every 5 seconds
24x7x365
Millions of queries/day
Always online

99.9+% Availability
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Near-Real-time

eBay Analytics Core

Data Access

MicroStrategy

Unica

Crystal

Primary
Relational Data
Teradata

2.5PB

SAS

SQL

MAX

SOA/DAL

Secondary
Relational Data

MPP

MPP
Linux

Linux

Local Interconnect

2.2PB

Teradata

Local Interconnect
Wide Area
Interconnect
1000 miles

Sun Fire 4xxx

2.2PB

XML, name/value, raw

Solaris

Solaris

MPP/HPC/Grid

Sun Fire 4xxx

6.6PB

MPP/HPC/Grid

Phoenix, AZ

Sacramento, CA

Data Integration

Ab Initio

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Informatica

Golden Gate

UC4

BES

MAX

SOA

Analytics DNA
Embedded in our daily life

Bottoms-up & Tops-down

Think and Live Analytics

Always
But know when do avoid Analysis Paralysis!
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Types of Analytics at eBay

Basically measure anything possible - A few examples:

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Key Performance Indicators

Align individual and

departmental
performance objectives
with

corporate

goals
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KPI Example: Technology Operations

Parallel Efficiency (simplified) The effectiveness of distributing large amounts of

workload over pools and grids of servers.

100% is GOOD

Less than

70% is BAD

10,000 Server running at an average PE of 50%

Established through Analytics of Operations Data Minute by minute utilization metrics

of entire infrastructure

Raising PE from 50%

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to

80% equals Millions in OpEx savings

KPI Example: Technology Operations (cont)

Individual process rollup

Grid level Parallel Efficiency at 99.9%
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Design for the Unknown

>85% of eBay analytical workload is NEW & Unknown

Exploration is the core of an analytical company

The metrics you know are cheap

The metrics you dont know are expensive but also high

in potential ROI
Design cant be static or dependent on specific questions
or dimensions
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Proliferation of Analytics
Decentralized Analytics
Shortened Time

to Market Requirements

Adhoc Exploration
Departmental Data
Prototyping - Cant wait for EDW
We Need Data Marts!
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Proliferation of Analytics

Hub and Spoke Architecture

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The Solve

Data Mart Dilemma

Total Cost of Ownership (TCO)

Fully loaded cost staggering $500k++
Biggest drivers are
Maintaining separate databases
weekly/daily/hourly data transfers
Data inconsistencies
Data redundancy
Increased complexity
Loss of lineage over time

A Data Mart cannot be cheap enough to

justify its existence
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Agile Analytics needs Analytics as a Service

Massive scale Analytical Utility Computing

Bring your data - Perform your Analytics

From Simple Web based data upload
...to fully private Utility access
Combine custom data and code with ALL existing data

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Analytics as a Service

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Analytics as a Service

From simple web based table upload

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Analytics as a Service
...to fully private utility access
We call them PET

(Prototyping Environment = Sandbox)

More than 75 active right now

In most cases they are small (<500GB)
since all the main data is already in the EDW
They are
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free to the business units

Analytics as a Service - Benefits

Improved Time To Market - Days/Weeks vs Months

Enable the business to do agile prototyping

Enable the users to Fail

to try out new ideas
Eliminate stray Data Marts

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Fast - Make it easy

Resource Allocation Model (RAM)

Activity Based Costing Model

Resource Budgeting

for Business Units

Aid in Enterprise Capacity Planning

Enable Agile Analytics as a Service

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Questions

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Find out more....

On our recently launched technology blog:

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