MapR Technologies, Inc., provider of the top-ranked distribution for Apache™ Hadoop®, today announced that Dentsu razorfish, a joint venture between digital agency razorfish and Dentsu, the world’s leading advertisement firm, has deployed the MapR Distribution including Hadoop as the underlying technology for its Next Generation Communication Platform (NGCP) solution. The MapR Distribution enables Dentsu razorfish to cost-effectively leverage vast amounts of data for real-time analysis and strengthen the success of the digital marketing services it provides for clients.

The ability to rapidly access, analyze and take action on information from multiple sources provides a competitive advantage in the advertising industry, as successful online-to-offline and omni-channel commerce campaigns are increasingly driven by effective data analysis. Dentsu razorfish recognized the importance of leveraging big data with its NGCP and decided to utilize Hadoop technology for data management. The MapR Distribution including Hadoop is an enterprise-grade platform which enables Dentsu razorfish to process a variety of sales information, search logs and other real-time data for its data-driven marketing efforts within the NGCP, helping clients to effectively build strong brand relationships with their customers.

“MapR was the absolute best choice in terms of cost and performance, including real-time capability and serviceability, which are key criteria behind this analytics system project,” said Mr. Hidenobu Sakata, senior technology director at Dentsu razorfish. “We felt that MapR presented a well-balanced mix of open source software with their patented technologies. The fact that MapR comes standard with enterprise-grade capabilities not found in other Hadoop distributions was a main focal point in our decision.”

The MapR Distribution was chosen for its unique features, including:
•       A file system fully supporting random read/write processing, as well as the industry standard NFS (conforms to POSIX) interface to accelerate real-time data analysis and processing for data-driven marketing at business speeds.
•       A redundant, node-based job management system that stabilizes service levels by maintaining the status of every job within the cluster, eliminating the need to start a job over from scratch if an error occurs.
•       A decentralized and redundant metadata management feature that is optimized for performance and able to exclude single points of failure. This reduces the number of servers needed, optimizes operations and cuts down on total cost of ownership (TCO).

“We’re excited to be part of the digital marketing platform that enables Dentsu razorfish to analyze data in real-time to optimally serve their clients,” said Martin Darling, vice president, Asia Pacific/Japan at MapR Technologies. “The enterprise-grade MapR Distribution is built to help ad tech agencies effectively manage massive amounts of data from multiple sources to drive successful ad targeting, analysis, forecasting and optimization.”


Image Credit: MapR

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