How Nielsen Utilized Databricks for Large-Scale Research and Development with Matt VanLandeghem

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Nielsen used Databricks to test new digital advertising rating methodologies on a large scale. Databricks allowed Nielsen to run analyses on thousands of advertising campaigns using both small panel data and large production data. This identified edge cases and performance gains faster than traditional methods. Using Databricks reduced the time required to test and deploy improved rating methodologies to benefit Nielsen's clients.

Matt VanLandeghem, Nielsen
How Nielsen Utilized
Databricks for Large-scale
Research and Development
#EUent4

About Nielsen
• Founded 1923
• Buy & Watch
– Buy: Market Research
– Watch: Audience Measurement
• Not just TV!
• Also Radio and Digital, including PC, Mobile, Connected Devices, Digital
Audio, Digital TV
• Digital Ad spending now meeting/exceeding TV Ad spending
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What is Nielsen Digital Ad Ratings (DAR)?
• Measurement of computer, mobile, and over-the-top device audience
– Comparable to TV ratings
– Who is behind the screen?
• Advertising campaigns
– Primary focus is age/gender demographic breaks
– On-Target Delivery (%) is a key metric
• Global product
– 25 countries
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How does DAR work?
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4.3
2.4
2.0
0
1
2
3
4
5
Third-party
Demographics
Report to ClientAd Impression
“Big Data”Mobile, computer, over-the-
top
Overnight daily reporting of:
Unique audience, Ad
impressions, On-Target %
Nielsen
Bias-Correction
Adjustment
Focus of today’s
presentation…

Nielsen Adjustments
• “Big Data” is not perfect
– Needs bias correction
– Where the value of Nielsen’s high-quality panels really
shines
– Nielsen’s panels provide a “truth set” that can be used to
develop models that adjust big data
• 3 sources of bias
– Misrepresentation
– Misattribution
– Non-coverage
• Nielsen adjustments are an active area of Research
and Development
5#EUent4

Nielsen Adjustments
• Metered home PC behavior
– Representative sample of U.S. homes
– “Medium” data
• Production impression data
– Big data
• What is the best way to create Nielsen adjustments
AND test them in a production environment?
• Foundation for Nielsen’s Databricks Use Case
6#EUent4

Nielsen Business Case
• Recently created new DAR adjustment
methodologies
– Small-scale testing showed the new methodologies are an
enhancement over current methodologies
• Business requirement: test new methodologies on a
large # of campaigns
– Need to understand client impact
– Large-scale testing could identify corner or edge cases where new
methodologies could break down and cause a data quality issue
– Small scale testing: ~20 campaigns
– Large scale testing: ~4000 campaigns
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Databricks
• Cluster management
• Provide a friendly interface to Spark for our
Data Scientists
– Multiple programming languages
– Create adjustment factors
• Uses an algorithm not available in SQL
– Link to production databases
– Apply adjustment factors to production-level data
– Analyze data with new adjustment factors applied
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Nielsen Business Case
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Aggregated panel data
Netezza
Cloud
-Combine small and large data
-Run all analyses in one place
using PySpark/Spark SQL
Data Lake
Oracle
Aggregated production data

Nielsen Business Case
• Performance gains:
– What would have taken 36 hours with standalone
Python only took 1.5 hours in Spark/Databricks
– Edge-cases identified
• Advantages of one methodology over another also
identified
– Short turn-around if any revisions to
methodology
12#EUent4

Nielsen Business Case
• Other benefits
– Reduced time from idea to deployment
– Enhanced support/investigation once deployed
• Client data inquiries and issues addressed quicker
– Collaboration
• Application Development teams
• International data science teams
• These new methodologies being tested in other
products
– Enhanced skillsets of data scientists
13#EUent4

Summary
• At the end of the day, the Databricks/Spark
technology allowed us to solve this business
use case
• The reduced R&D timeline plus extensive
testing will allow enhanced methodologies to be
available to our clients sooner
14#EUent4

Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Special thanks: Mala Sivarajan, Anil Singh

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FPGA-Based Acceleration Architecture for Spark SQL Qi Xie and Quanfu Wang

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In this session we will present a Configurable FPGA-Based Spark SQL Acceleration Architecture. It is target to leverage FPGA highly parallel computing capability to accelerate Spark SQL Query and for FPGA’s higher power efficiency than CPU we can lower the power consumption at the same time. The Architecture consists of SQL query decomposition algorithms, fine-grained FPGA based Engine Units which perform basic computation of sub string, arithmetic and logic operations. Using SQL query decomposition algorithm, we are able to decompose a complex SQL query into basic operations and according to their patterns each is fed into an Engine Unit. SQL Engine Units are highly configurable and can be chained together to perform complex Spark SQL queries, finally one SQL query is transformed into a Hardware Pipeline. We will present the performance benchmark results comparing the queries with FGPA-Based Spark SQL Acceleration Architecture on XEON E5 and FPGA to the ones with Spark SQL Query on XEON E5 with 10X ~ 100X improvement and we will demonstrate one SQL query workload from a real customer.

VEGAS: The Missing Matplotlib for Scala/Apache Spark with DB Tsai and Roger M...

Spark Summit

In this talk, we’ll present techniques for visualizing large scale machine learning systems in Spark. These are techniques that are employed by Netflix to understand and refine the machine learning models behind Netflix’s famous recommender systems that are used to personalize the Netflix experience for their 99 millions members around the world. Essential to these techniques is Vegas, a new OSS Scala library that aims to be the “missing MatPlotLib” for Spark/Scala. We’ll talk about the design of Vegas and its usage in Scala notebooks to visualize Machine Learning Models.

Apache Spark Structured Streaming Helps Smart Manufacturing with Xiaochang Wu

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This presentation introduces how we design and implement a real-time processing platform using latest Spark Structured Streaming framework to intelligently transform the production lines in the manufacturing industry. In the traditional production line there are a variety of isolated structured, semi-structured and unstructured data, such as sensor data, machine screen output, log output, database records etc. There are two main data scenarios: 1) Picture and video data with low frequency but a large amount; 2) Continuous data with high frequency. They are not a large amount of data per unit. However the total amount of them is very large, such as vibration data used to detect the quality of the equipment. These data have the characteristics of streaming data: real-time, volatile, burst, disorder and infinity. Making effective real-time decisions to retrieve values from these data is critical to smart manufacturing. The latest Spark Structured Streaming framework greatly lowers the bar for building highly scalable and fault-tolerant streaming applications. Thanks to the Spark we are able to build a low-latency, high-throughput and reliable operation system involving data acquisition, transmission, analysis and storage. The actual user case proved that the system meets the needs of real-time decision-making. The system greatly enhance the production process of predictive fault repair and production line material tracking efficiency, and can reduce about half of the labor force for the production lines.

Improving Traffic Prediction Using Weather Data with Ramya Raghavendra

Spark Summit

As common sense would suggest, weather has a definite impact on traffic. But how much? And under what circumstances? Can we improve traffic (congestion) prediction given weather data? Predictive traffic is envisioned to significantly impact how driver’s plan their day by alerting users before they travel, find the best times to travel, and over time, learn from new IoT data such as road conditions, incidents, etc. This talk will cover the traffic prediction work conducted jointly by IBM and the traffic data provider. As a part of this work, we conducted a case study over five large metropolitans in the US, 2.58 billion traffic records and 262 million weather records, to quantify the boost in accuracy of traffic prediction using weather data. We will provide an overview of our lambda architecture with Apache Spark being used to build prediction models with weather and traffic data, and Spark Streaming used to score the model and provide real-time traffic predictions. This talk will also cover a suite of extensions to Spark to analyze geospatial and temporal patterns in traffic and weather data, as well as the suite of machine learning algorithms that were used with Spark framework. Initial results of this work were presented at the National Association of Broadcasters meeting in Las Vegas in April 2017, and there is work to scale the system to provide predictions in over a 100 cities. Audience will learn about our experience scaling using Spark in offline and streaming mode, building statistical and deep-learning pipelines with Spark, and techniques to work with geospatial and time-series data.

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Graph is on the rise and it’s time to start learning about scalable graph analytics! In this session we will go over two Spark-based Graph Analytics frameworks: Tinkerpop and GraphFrames. While both frameworks can express very similar traversals, they have different performance characteristics and APIs. In this Deep-Dive by example presentation, we will demonstrate some common traversals and explain how, at a Spark level, each traversal is actually computed under the hood! Learn both the fluent Gremlin API as well as the powerful GraphFrame Motif api as we show examples of both simultaneously. No need to be familiar with Graphs or Spark for this presentation as we’ll be explaining everything from the ground up!

Apache Spark and Tensorflow as a Service with Jim Dowling

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In Sweden, from the Rise ICE Data Center at www.hops.site, we are providing to reseachers both Spark-as-a-Service and, more recently, Tensorflow-as-a-Service as part of the Hops platform. In this talk, we examine the different ways in which Tensorflow can be included in Spark workflows, from batch to streaming to structured streaming applications. We will analyse the different frameworks for integrating Spark with Tensorflow, from Tensorframes to TensorflowOnSpark to Databrick’s Deep Learning Pipelines. We introduce the different programming models supported and highlight the importance of cluster support for managing different versions of python libraries on behalf of users. We will also present cluster management support for sharing GPUs, including Mesos and YARN (in Hops Hadoop). Finally, we will perform a live demonstration of training and inference for a TensorflowOnSpark application written on Jupyter that can read data from either HDFS or Kafka, transform the data in Spark, and train a deep neural network on Tensorflow. We will show how to debug the application using both Spark UI and Tensorboard, and how to examine logs and monitor training.

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With the rapid growth of available datasets, it is imperative to have good tools for extracting insight from big data. The Spark ML library has excellent support for performing at-scale data processing and machine learning experiments, but more often than not, Data Scientists find themselves struggling with issues such as: low level data manipulation, lack of support for image processing, text analytics and deep learning, as well as the inability to use Spark alongside other popular machine learning libraries. To address these pain points, Microsoft recently released The Microsoft Machine Learning Library for Apache Spark (MMLSpark), an open-source machine learning library built on top of SparkML that seeks to simplify the data science process and integrate SparkML Pipelines with deep learning and computer vision libraries such as the Microsoft Cognitive Toolkit (CNTK) and OpenCV. With MMLSpark, Data Scientists can build models with 1/10th of the code through Pipeline objects that compose seamlessly with other parts of the SparkML ecosystem. In this session, we explore some of the main lessons learned from building MMLSpark. Join us if you would like to know how to extend Pipelines to ensure seamless integration with SparkML, how to auto-generate Python and R wrappers from Scala Transformers and Estimators, how to integrate and use previously non-distributed libraries in a distributed manner and how to efficiently deploy a Spark library across multiple platforms.

Next CERN Accelerator Logging Service with Jakub Wozniak

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The Next Accelerator Logging Service (NXCALS) is a new Big Data project at CERN aiming to replace the existing Oracle-based service. The main purpose of the system is to store and present Controls/Infrastructure related data gathered from thousands of devices in the whole accelerator complex. The data is used to operate the machines, improve their performance and conduct studies for new beam types or future experiments. During this talk, Jakub will speak about NXCALS requirements and design choices that lead to the selected architecture based on Hadoop and Spark. He will present the Ingestion API, the abstractions behind the Meta-data Service and the Spark-based Extraction API where simple changes to the schema handling greatly improved the overall usability of the system. The system itself is not CERN specific and can be of interest to other companies or institutes confronted with similar Big Data problems.

Powering a Startup with Apache Spark with Kevin Kim

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In Between (A mobile App for couples, downloaded 20M in Global), from daily batch for extracting metrics, analysis and dashboard. Spark is widely used by engineers and data analysts in Between, thanks to the performance and expendability of Spark, data operating has become extremely efficient. Entire team including Biz Dev, Global Operation, Designers are enjoying data results so Spark is empowering entire company for data driven operation and thinking. Kevin, Co-founder and Data Team leader of Between will be presenting how things are going in Between. Listeners will know how small and agile team is living with data (how we build organization, culture and technical base) after this presentation.

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In many cases, Big Data becomes just another buzzword because of the lack of tools that can support both the technological requirements for developing and deploying of the projects and/or the fluency of communication between the different profiles of people involved in the projects. In this talk, we will present Moriarty, a set of tools for fast prototyping of Big Data applications that can be deployed in an Apache Spark environment. These tools support the creation of Big Data workflows using the already existing functional blocks or supporting the creation of new functional blocks. The created workflow can then be deployed in a Spark infrastructure and used through a REST API. For better understanding of Moriarty, the prototyping process and the way it hides the Spark environment to the Big Data users and developers, we will present it together with a couple of examples based on a Industry 4.0 success cases and other on a logistic success case.

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Goal Based Data Production with Sim Simeonov

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Since the invention of SQL and relational databases, data production has been about specifying how data is transformed through queries. While Apache Spark can certainly be used as a general distributed query engine, the power and granularity of Spark’s APIs enables a revolutionary increase in data engineering productivity: goal-based data production. Goal-based data production concerns itself with specifying WHAT the desired result is, leaving the details of HOW the result is achieved to a smart data warehouse running on top of Spark. That not only substantially increases productivity, but also significantly expands the audience that can work directly with Spark: from developers and data scientists to technical business users. With specific data and architecture patterns spanning the range from ETL to machine learning data prep and with live demos, this session will demonstrate how Spark users can gain the benefits of goal-based data production.

Getting Ready to Use Redis with Apache Spark with Dvir Volk

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Getting Ready to use Redis with Apache Spark is a technical tutorial designed to address integrating Redis with an Apache Spark deployment to increase the performance of serving complex decision models. To set the context for the session, we start with a quick introduction to Redis and the capabilities Redis provides. We cover the basic data types provided by Redis and cover the module system. Using an ad serving use-case, we look at how Redis can improve the performance and reduce the cost of using complex ML-models in production. Attendees will be guided through the key steps of setting up and integrating Redis with Spark, including how to train a model using Spark then load and serve it using Redis, as well as how to work with the Spark Redis module. The capabilities of the Redis Machine Learning Module (redis-ml) will be discussed focusing primarily on decision trees and regression (linear and logistic) with code examples to demonstrate how to use these feature. At the end of the session, developers should feel confident building a prototype/proof-of-concept application using Redis and Spark. Attendees will understand how Redis complements Spark and how to use Redis to serve complex, ML-models with high performance.

Deduplication and Author-Disambiguation of Streaming Records via Supervised M...

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Here we present a general supervised framework for record deduplication and author-disambiguation via Spark. This work differentiates itself by – Application of Databricks and AWS makes this a scalable implementation. Compute resources are comparably lower than traditional legacy technology using big boxes 24/7. Scalability is crucial as Elsevier’s Scopus data, the biggest scientific abstract repository, covers roughly 250 million authorships from 70 million abstracts covering a few hundred years. – We create a fingerprint for each content by deep learning and/or word2vec algorithms to expedite pairwise similarity calculation. These encoders substantially reduce compute time while maintaining semantic similarity (unlike traditional TFIDF or predefined taxonomies). We will briefly discuss how to optimize word2vec training with high parallelization. Moreover, we show how these encoders can be used to derive a standard representation for all our entities namely such as documents, authors, users, journals, etc. This standard representation can simplify the recommendation problem into a pairwise similarity search and hence it can offer a basic recommender for cross-product applications where we may not have a dedicate recommender engine designed. – Traditional author-disambiguation or record deduplication algorithms are batch-processing with small to no training data. However, we have roughly 25 million authorships that are manually curated or corrected upon user feedback. Hence, it is crucial to maintain historical profiles and hence we have developed a machine learning implementation to deal with data streams and process them in mini batches or one document at a time. We will discuss how to measure the accuracy of such a system, how to tune it and how to process the raw data of pairwise similarity function into final clusters. Lessons learned from this talk can help all sort of companies where they want to integrate their data or deduplicate their user/customer/product databases.

MatFast: In-Memory Distributed Matrix Computation Processing and Optimization...

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The use of large-scale machine learning and data mining methods is becoming ubiquitous in many application domains ranging from business intelligence and bioinformatics to self-driving cars. These methods heavily rely on matrix computations, and it is hence critical to make these computations scalable and efficient. These matrix computations are often complex and involve multiple steps that need to be optimized and sequenced properly for efficient execution. This work presents new efficient and scalable matrix processing and optimization techniques based on Spark. The proposed techniques estimate the sparsity of intermediate matrix-computation results and optimize communication costs. An evaluation plan generator for complex matrix computations is introduced as well as a distributed plan optimizer that exploits dynamic cost-based analysis and rule-based heuristics The result of a matrix operation will often serve as an input to another matrix operation, thus defining the matrix data dependencies within a matrix program. The matrix query plan generator produces query execution plans that minimize memory usage and communication overhead by partitioning the matrix based on the data dependencies in the execution plan. We implemented the proposed matrix techniques inside the Spark SQL, and optimize the matrix execution plan based on Spark SQL Catalyst. We conduct case studies on a series of ML models and matrix computations with special features on different datasets. These are PageRank, GNMF, BFGS, sparse matrix chain multiplications, and a biological data analysis. The open-source library ScaLAPACK and the array-based database SciDB are used for performance evaluation. Our experiments are performed on six real-world datasets are: social network data ( e.g., soc-pokec, cit-Patents, LiveJournal), Twitter2010, Netflix recommendation data, and 1000 Genomes Project sample. Experiments demonstrate that our proposed techniques achieve up to an order-of-magnitude performance.

Indicium: Interactive Querying at Scale Using Apache Spark, Zeppelin, and Spa...

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This document discusses Indicium, a system for enabling interactive querying at scale on Spark. It describes a unified data platform using Spark for storing and processing data, as well as enabling scheduled jobs, BI reports, and real-time lookups. It then discusses two parts of Indicium: (1) a managed context pool using Apache Zeppelin and Spark Job Server for multi-user SQL queries, and (2) a smart query scheduler for dynamic scheduling, load balancing, and high availability of queries. The smart scheduler aims to improve on the managed context pool by addressing issues like FIFO scheduling and lack of failure handling.

Apache Spark-Bench: Simulate, Test, Compare, Exercise, and Yes, Benchmark wit...

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spark-bench is an open-source benchmarking tool, and it’s also so much more. spark-bench is a flexible system for simulating, comparing, testing, and benchmarking Spark applications and Spark itself. spark-bench originally began as a benchmarking suite to get timing numbers on very specific algorithms mostly in the machine learning domain. Since then it has morphed into a highly configurable and flexible framework suitable for many use cases. This talk will discuss the high level design and capabilities of spark-bench before walking through some major, practical use cases. Use cases include, but are certainly not limited to: regression testing changes to Spark; comparing performance of different hardware and Spark tuning options; simulating multiple notebook users hitting a cluster at the same time; comparing parameters of a machine learning algorithm on the same set of data; providing insight into bottlenecks through use of compute-intensive and i/o-intensive workloads; and, yes, even benchmarking. In particular this talk will address the use of spark-bench in developing new features features for Spark core.

Apache Spark—Apache HBase Connector: Feature Rich and Efficient Access to HBa...

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Both Spark and HBase are widely used, but how to use them together with high performance and simplicity is a very challenging topic. Spark HBase Connector(SHC) provides feature rich and efficient access to HBase through Spark SQL. It bridges the gap between the simple HBase key value store and complex relational SQL queries and enables users to perform complex data analytics on top of HBase using Spark. SHC implements the standard Spark data source APIs, and leverages the Spark catalyst engine for query optimization. To achieve high performance, SHC constructs the RDD from scratch instead of using the standard HadoopRDD. With the customized RDD, all critical techniques can be applied and fully implemented, such as partition pruning, column pruning, predicate pushdown and data locality. The design makes the maintenance easy, while achieving a good tradeoff between performance and simplicity. In addition to fully supporting all the Avro schemas natively, SHC has also integrated natively with Phoenix data types. With SHC, Spark can execute batch jobs to read/write data from/into Phoenix tables. Phoenix can also read/write data from/into HBase tables created by SHC. For example, users can run a complex SQL query on top of an HBase table created by Phoenix inside Spark, perform a table join against an Dataframe which reads the data from a Hive table, or integrate with Spark Streaming to implement a more complicated system. In this talk, apart from explaining why SHC is of great use, we will also demo how SHC works, how to use SHC in secure/non-secure clusters, how SHC works with multiple secure HBase clusters, etc. This talk will also benefit people who use Spark and other data sources (besides HBase) as it inspires them with ideas of how to support high performance data source access at the Spark DataFrame level.

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Objective To identify the impact of speed limit restrictions in different constituencies over the years with the help of DID technique to conclude whether having strict speed limit restrictions can help to reduce the increasing number of road accidents on weekends. Context* Generally, on weekends people tend to spend time with their family and friends and go for outings, parties, shopping, etc. which results in an increased number of vehicles and crowds on the roads. Over the years a rapid increase in road casualties was observed on weekends by the Government. In the year 2005, the Government wanted to identify the impact of road safety laws, especially the speed limit restrictions in different states with the help of government records for the past 10 years (1995-2004), the objective was to introduce/revive road safety laws accordingly for all the states to reduce the increasing number of road casualties on weekends * The Speed limit restriction can be observed before 2000 year as well, but the strict speed limit restriction rule was implemented from 2000 year to understand the impact Strategies Observe the Difference in Differences between ‘year’ >= 2000 & ‘year’ <2000 Observe the outcome from multiple linear regression by considering all the independent variables & the interaction term

Optimizing Feldera: Integrating Advanced UDFs and Enhanced SQL Functionality ...

mparmparousiskostas

This report explores our contributions to the Feldera Continuous Analytics Platform, aimed at enhancing its real-time data processing capabilities. Our primary advancements include the integration of advanced User-Defined Functions (UDFs) and the enhancement of SQL functionality. Specifically, we introduced Rust-based UDFs for high-performance data transformations and extended SQL to support inline table queries and aggregate functions within INSERT INTO statements. These developments significantly improve Feldera’s ability to handle complex data manipulations and transformations, making it a more versatile and powerful tool for real-time analytics. Through these enhancements, Feldera is now better equipped to support sophisticated continuous data processing needs, enabling users to execute complex analytics with greater efficiency and flexibility.

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shivangimorya083

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