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Product Optimization at NOW TV | Syntasa Customer Story

Product Optimization at NOW TV | Syntasa Customer Story


My name is Kevin Mithani, Senior Product Owner for Digital at the streaming service for NOW TV, and I’m part of the Data Intelligence team. Part of my role at NOW TV is ensuring we select technology partners that understand our business, our requirements, and our niche needs. We realized quite early on that
many of the sources of data that were kind of siloed in their own right, and there was very little integration between them. The business was asking the Insight team valid but complex questions. So some of the challenges
we were facing at NOW TV was our analysts were writing lengthy amounts of codes, we had slow processing to run some of these codes, and wasting analysts’ time waiting for queries to run. We wanted a scalable solution that allowed us to embark on multiple European and global markets with vast amounts of data. We also wanted a solution that allowed us to connect our digital and offline data sources together, all within our Google Cloud environment. Efficiency was the main driver. For us, the most important thing was the ability to sit natively on top
of our existing infrastructure and allowing us to transform
our Adobe clickstream data into meaningful and actionable insight. The decision to invest in Syntasa was quite easy as it was loaded with benefits that we could leverage just straight out of the box, without the need to sacrifice
or replicate any technology investment we had already made. So we looked to transform the data that was available to the Insight team, using Syntasa, by creating a master event table, for all the trigger events, the behaviors, that our customers were doing on our digital platforms, and being able to manipulate and interrogate that data and answer those burning business questions. I think the key selling point
for us to partner with Syntasa was the ability to enable self-serve dashboards with underlying multiple different data sources, so including online and offline data sources, into a format that’s available
for our business casual users to interrogate. Something that we could never do before. Before Syntasa, we were writing, for example, 2,000 lines of code to answer a simple query, for example, the number of customers that added something to their watchlist. Whereas now, using Syntasa, it was a mere 256 lines of code, which equates to about 10x quicker than coding in SAS and Hadoop, and was 8x shorter in code length compared to SAS and Hadoop. So it’s not just the efficiency in terms of writing the code but it was also running the code. It took nearly 1,700 seconds to run the code in Hive and SAS, and it took only 3.4 seconds with Syntasa. That was over 500x quicker to return results than SAS and Hadoop. We are also very excited to continue our relationship with friends at Syntasa and take them on our journey with us to help share the wow of brilliant TV with more and more people.

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