Dave Shuman of cloud computing unicorn, Cloudera, speaks with Betting Business about the sophisticated art of real-time analytics, a sector which he believes is quickly becoming synonymous with online gaming success.
[dropcap]O[/dropcap]nly eight years old and open source software firm Cloudera is already worth an estimated $4bn, and a formidable player in the Silicon landscape. In recent times the cloud computing enterprise has been breaking into the iGaming space, offering its cutting-edge real-time analytics service to a number of online operators, large and small.
Betting Business caught up with Dave Shuman, consumer products and retail SME at Cloudera, to find out more about this burgeoning B2B sector; why it will only become more important to the online betting and gaming operators of the future, and what Cloudera can offer them.
Betting Business: We’ve all heard the term, but what is real-time analytics?
Dave Shuman: Real-time analytics is the process of quickly deciphering incoming data in an ecosystem with the intention of gleaning insights and ultimately putting those insights to work. Over a period of time, this real-time data can be used to identify data patterns that provide meaning to an enterprise and inform future business decisions.
Cloudera customers also use real-time capabilities to run projects alongside deeper integration for its platform recognise the growing need for streaming and analysing real-time data in high-demand workloads, including machine learning models deployed in production by Cloudera’s enterprise customers.
Betting Business: How is this applicable to the online gaming sector?
DS: Real-time analytics is important in the iGaming and betting industry, as very few companies are taking advantage of the mass of data they accumulate by turning it into something meaningful. Real-time analytics also increase ‘in play’ betting. People are now multi-screening, playing online from mobile and other connected devices during sports. New innovations like the option to ‘cash-out’ mean gaming companies need to act fast to ensure they remain profitable and competitive. As well as providing attractive odds to punters that give a good return – you can’t watch a sports match without seeing these ads now.
The betting industry has always been inherently data driven, but with today’s dominance of social and mobile activity, BetVictor’s success largely relies on its ability to crunch big data at real-time speeds. The massive volumes of structured (transactional), semi-structured (clickstream), and unstructured (social media sentiment) data represent a huge opportunity to deliver quantitative value and competitive advantage to the companies that can decipher and quickly operationalise the insights from it.
BB: So where does Cloudera come in?
DS: In terms of real-time analytics solutions, Cloudera Enterprise is the fastest, easiest and most secure data platform available built on Apache Hadoop and the latest open source technologies. Through the platform, customers can efficiently capture, store, process and analyse vast amounts of data, empowering them to drive business decisions quickly, flexibly and at lower cost than has been possible before. To maximise effectiveness, Cloudera offers comprehensive support, training and professional services.
Cloudera customer Sky Bet is using real-time analytics to integrate a wide range of data into the Cloudera Enterprise platform. Sky Bet shares the data with downstream systems, including customer relationship management (CRM) and decision support systems. In addition to pure transactional data, Sky Bet uses the Cloudera platform to ingest behavioural data (such as web analytics) and third-party data sets (like market pricing data), to improve machine-learning accuracy and expose richer data sets, making it easier to make informed decisions faster.