Hulu Software's Zhao Kunliang: The perfect teamwork plays the song of Hulu Big Data

[51CTO.com original article] The WOT 2016 Big Data Technology Summit hosted by 51CTO.com was held at the Beijing JW Marriott Hotel on November 25-26, 2016. Since 2012, the WOT brand conference has been successfully held for 12 sessions with the concept of "focusing on technology and serving technical personnel". It has not only accumulated a large number of expert resources, but also won the recognition and praise of IT practitioners and technology enthusiasts, and has become an important technology sharing and networking platform in the industry.

At the "Industry Application Practice" theme session of this year's WOT2016 Big Data Technology Summit, Zhao Kunliang, senior R&D manager from Hulu Software, gave a wonderful keynote speech on "Hulu Software's Big Data Marketing Practice".

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Zhao Kunliang graduated from the Department of Computer Science at Tsinghua University and has 6 years of experience in Internet development. He currently leads the Hulu Software Beijing Big Data Team and is responsible for the development of Hulu big data applications.

A successful company not only has a perfect product and a mature system, but also has a perfect team awareness. This is the case with Hulu Software. As a technology-leading development team, the Hulu Beijing team not only invests a lot of energy in business and products, but also supports marketing, products and advertising, and also invests a lot of energy in team building and talent development.

Segmentation System

Hulu Software uses mainstream open source technologies in the industry for big data development. Like most companies, it uses Hadoop clusters in the underlying architecture. Spark is used more for batch processing, and Spark Streaming is used for streaming computing. At the same time, Hulu Software has developed its own query engine Nesto for the Segmentation system. Hulu has invested a lot of energy in big data and has made many contributions to the open source community. In order to better adapt to Hulu's big data application scenarios, Hulu Software has done a lot of secondary development and optimization for Spark to improve computing efficiency. The Segmentation system is one of the main tasks of Hulu Software's Beijing Big Data Team. It is used to support Hulu's marketing and advertising needs for big data. The system provides good support for precision marketing and data analysis based on big data, and is one of Hulu Software's main products in the direction of big data development.

The Problem of Segmentation System

The Segmentation system is a system that Hulu Software continues to develop. With the continuous expansion of data volume and the increase in diversified demands, the Hulu Beijing Big Data Team has made a lot of optimizations and iterative developments for the Segmentation system. The current Segmentation system provides full support for the operations, reporting and analysis of the marketing and advertising teams.

To be able to complete such a huge system, Mr. Zhao Kunliang admitted that the Beijing Big Data Team of Hulu Software also encountered many difficulties in the development. In the development of the Segmentation system, in order to help marketing or advertising marketers to conveniently use and query data, a DSL query language based on JSON was designed and implemented. Based on this JSON generic expression, the team developed a basic template tool that allows users to create expressions by dragging on the page to query data. With the increase in data volume, in order to meet the needs of fast query and analysis of operations, Hulu constantly summed up experience in handling problems and invested in developing Nesto, a query engine for nested data, to achieve interactive query under massive data. Now Hulu has also completed data exchange with third-party data and advertising companies, improved marketing integration and advertising effect evaluation, and operators can easily create and maintain marketing plans in the Segmentation system. The system can do these things as a result of summarizing experience and solving problems in continuous iterative development.

Hulu Team

Hulu was founded in 2008 and is headquartered in the United States. When the company was founded, a Beijing team was also established. One of Hulu’s core cultures is “One Team”. The Hulu Beijing team is responsible for the development of all modules of Hulu’s business lines. Now Hulu has practiced a good form of cross-ocean cooperation. The Beijing team and the American team work together to support demand and complete product development. This is directly related to Hulu’s excellent internal developers and the open and integrated environment of Hulu. For Hulu, there is no distinction between the American team and the Beijing team. What is always emphasized is a team that helps Hulu achieve its market goals, serve users, and redefine television.

[51CTO original article, please indicate the original author and source as 51CTO.com when reprinting on partner sites]