Whether we’re talking about music, movies, or other digital services, real-time access has become an expectation for most of us, something we take for granted, and we easily get irritated when that expectation can’t be fulfilled. Yet, real-time analysis of marketing/advertising campaign performance is far from being a given for too many marketers. While they want to obtain results in real-time to make the best decisions, they all too often need to wait…ending up making decisions based on old data, missing fast-moving trends, and more importantly, losing sales opportunities.
Similarly, many companies and digital marketing agencies want to aggregate data from various sources in real-time to build rich, highly segmented customer profiles to send the right offer to the right prospect, via the right channel, at the right time—and are struggling. According to the Twilio Segment State of Personalization report, only 35% of companies feel they are successfully achieving omnichannel personalization.
A key reason why that’s happening is that businesses have been using different systems for transactions and analytics, being forced to move all data from their transactional database to a separate analytics database via complex, time-consuming, and error-prone Extract, Transform, and Load (ETL) processes. By the time the data is available for analysis in the separate database, it’s already old.
MySQL HeatWave helps solve this problem. It’s the only cloud database service that combines transactions, analytics, and machine learning services into one MySQL Database, delivering real-time, secure analytics without the complexity, latency, and cost of ETL duplication. MySQL HeatWave is 6.5X faster than Amazon Redshift at half the cost, 7X faster than Snowflake at one-fifth the cost, and 1,400X faster than Amazon Aurora at half the cost. It’s available on OCI, AWS, and Azure.
Let’s review how four customers benefit from MySQL HeatWave for marketing analytics.
Customers significantly improve marketing analytics with MySQL HeatWave on OCI and AWS
Tetris.co speeds real-time insights with MySQL HeatWave
Brazil-based Tetris.co unifies data from several media sources to help clients understand how their advertising investments perform and applies AI to predict future performance. With access to media data growing exponentially, analysts need to understand trends extremely fast to shift investments to higher-performing channels. Tetris.co was using Amazon Aurora for transaction processing but analyzing the data required complicated and costly steps to extract and transfer the data to Amazon Redshift.
The company migrated to MySQL HeatWave, which allows them to run transactional and analytics workloads directly from a MySQL Database and eliminates the need for data movement and integration with a separate analytics database. Using MySQL HeatWave not only accelerated complex queries from minutes to milliseconds, but it also saved more than half the cost of using Aurora and Redshift. The migration took less than a month, including all the training and testing. The company’s clients can now analyze massive amounts of data in real-time to quickly evaluate advertising ROI and predict how other channels would perform.
“MySQL HeatWave dramatically reduced our AWS Aurora and Redshift cost by more than 50%. We are no longer moving data around so now we have blazing-fast, real-time insights with no effort. More importantly, scalability has made our expansion plan possible, allowing us to onboard more data and new clients without impact to costs. It’s a dream come true.”
—Pablo Lemos, Cofounder and CTO, Tetris.co
FANCOMI accelerates ad analytics by 10X with MySQL HeatWave
FANCOMI in Japan aims to become the world’s largest performance marketing advertising network, allowing advertisers to pay only when their desired marketing outcome is achieved. They monitor and measure the impact of 20,000 advertisements on 2.6 million agencies and media websites 24 hours a day.
FANCOMI found that Amazon Aurora could not meet the real-time analytics performance requirement for performance-based advertising on the internet, where optimal outcomes and channels can be determined in seconds. Complex queries would take longer than a minute or time out with no response. To complete the analytics queries, FANCOMI would have to move the media and advertising data from the transactional database to a separate data warehouse, adding time and costs.
Migrating from Aurora to MySQL HeatWave not only increased complex performance by 10X to generate real-time analytics but also significantly reduced costs. In addition, the company did not have to modify its application to realize the dramatic performance improvement.
Wavenet Technology runs one million-plus queries in seconds with MySQL HeatWave
Wavenet Technology is a digital marketing company that helps global brands across the Asia and Pacific region optimize online marketing campaigns. As part of the Wavenet Technology service, customers access a Web dashboard to consult the latest figures on their campaigns’ performance. As the number of simultaneous dashboard queries went beyond one million, the time to ETL data for the reports became increasingly time-consuming. Eventually, the amount of processing exceeded the capacity of Wavenet Technology’s systems, which were running on Amazon Redshift. Customers had to wait several minutes for the systems to respond.
Wavenet migrated from Amazon Redshift to MySQL HeatWave. Response times for customer queries were slashed from several minutes to just a few seconds, and the company reduced the infrastructure’s total cost of ownership by at least 30%. Wavenet Technology now has the processing power to develop new solutions for automating online marketing. Data management is also significantly simpler as data managers can work directly with the raw data stored in MySQL HeatWave, eliminating the ETL process.
“Oracle MySQL HeatWave provides us with a very efficient and fast way to explore and use data. We can now run more than one million customer dashboard queries in a few seconds. Plus, by moving from AWS Redshift to Oracle MySQL HeatWave, we have reduced our total cost of ownership by at least 30%.”
—Hung Chih Chieh, Chief Technology Officer, Wavenet Technology
Johnny Bytes boosts data and analytics with MySQL HeatWave on AWS
To help clients throughout Europe deliver highly targeted marketing campaigns, Johnny Bytes aggregates user interactions from social media and the internet with a client’s own data. By aggregating various data sources, the digital agency builds highly segmented customer profiles for clients to conduct targeted, multichannel marketing campaigns to attract new customers.
A pain point for Johnny Bytes was that its analytics app, built on Amazon RDS and then Aurora, was not performing well enough to make real-time targeting decisions. The database was just not fast enough for the agency’s rules engine to process the large amount of data needed to segment customers for personalized campaigns.
By migrating to MySQL HeatWave on AWS in less than a week, Johnny Bytes saw massive 60X to 90X faster complex queries compared to Amazon RDS and Aurora. Being able to process data and deliver ads in real-time doubled click-through rates and increased customer acquisition.
“MySQL HeatWave on AWS fits perfectly into our data platform with 60X to 90X faster complex queries compared to AWS RDS and Aurora. It generates the real-time analytics we need for targeted, multichannel campaigns. We now have greater scalability to onboard more data and new clients of any size without increasing IT admin.”
—Thomas Henz, Chief Executive Officer, Johnny Bytes
In the stories we shared, you can see how MySQL HeatWave helps customers achieve their real-time marketing analytics objectives while lowering costs. But wait, there’s more….
Machine learning for marketing analytics
MySQL HeatWave not only combines transactions and analytics in one service but also includes native in-database machine learning at no additional cost. The built-in HeatWave ML includes everything marketers need to build, train, deploy, and explain machine learning models within MySQL HeatWave. The ML Lifecycle is automated, which means expert data scientists are not required.
With MySQL HeatWave ML, marketers don’t need to move data to a separate machine learning service, avoiding ETL effort and cost. They can easily and securely apply machine learning training, inference, and explanation to real-time data stored inside MySQL HeatWave. HeatWave ML is 25X faster than Redshift ML at 1% of the cost. As a result, they can accelerate ML initiatives, improve security, and reduce costs. A great way for example to determine “next best offers” for customers.
Learn more about MySQL HeatWave ML
Broader marketing analytics with MySQL HeatWave Lakehouse
There is a huge growth in data stored outside of databases and 99.5% of all collected data remains unused due to the unavailability of efficient services to process it. To help customers address this data deluge, Oracle recently announced the availability of MySQL HeatWave Lakehouse, allowing customers to process and query hundreds of terabytes of data in the object store—in a variety of file formats such as CSV, Parquet, and Aurora/Redshift exports. With MySQL HeatWave Lakehouse, marketers can leverage all the benefits of HeatWave on data residing in object store. And, in a single query using standard MySQL syntax, they can query transactional data in the MySQL database and data in the object store. As demonstrated by a fully transparent, publicly available 400 TB TPC-H* benchmark, the query performance of MySQL HeatWave Lakehouse is:
- 17X faster than Snowflake
- 6X faster than Amazon Redshift
That’s great news for marketers as they’ll be able to rapidly generate insights based on ever more diverse data.
Learn more about MySQL HeatWave Lakehouse.
Try MySQL HeatWave for free!
Many customers around the world are using MySQL HeatWave for marketing analytics, particularly real-time analysis of advertising campaign performance and customer data analytics to build effective campaigns. If you’re already running or planning to develop such applications, we highly encourage you to try MySQL HeatWave and feel the difference!
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