Using Data to Improve User Experience with Factual- Tyler Bell [Video Interview]

Factual VP of Product, Tyler Bell sat down with The Application Developers Alliance during CES to discuss the role data plays in the process of creating an engaging app. Tyler explains how app developers can use data to efficiently put consumers first while also increasing app monetization.

Highlights Include:

  • How data plays into apps to create an engaging experience for consumers
  • How publishers can utilize data to create contextual relevance
  • How app developers can get started with Factual to personalize an app, create targeted content, and better enhance the participatory value of an app

Drake after Two Years: “Barely Famous”

Drake cool ducky logoWe released Drake (“Data workflow tool, like a ‘Make for data’”) two years ago. The impetus behind Drake was the classic “scratch your own itch”. We craved a text-based data workflow tool that would make it easier to build and manage our data processing tasks.

We open sourced Drake in the hope that others would find it useful and maybe even be willing to help. We were delighted when the original blog post attracted attention. A fair number of relevant bug reports and feature requests flowed in. “Are you awash in fame and fortune?” my boss, Boris, asked me. “No,” I replied, “we’re awash in github tickets.” Most exciting, over the past two years we’ve seen substantial bug fixes and contributions to the project from outside Factual. This includes S3 support and a Clojure front end (thanks, all!).

Early on we applied Drake internally with an almost reckless abandon, trying it out on just about any project that looked even remotely like a data workflow. Over time, however, we developed a better feel for the strengths and weaknesses of Drake’s design choices.

Drake makes it refreshingly easy to spin up proof of concepts. We like to use Drake to express evolving data workflows that will be shared across a wide team. And Drake is especially useful for tying together heterogeneous scripts and command line calls, thereby taming an otherwise hodgepodge of tasks. We also like Drake for helping us manage chains of Hadoop jobs that relate to each other.

On the other hand: we’ve found Drake is not great if you just need to glue together some existing same-language code. That can usually be done more simply by staying within the borders of that language. Doubly so if you plan to share your work with others who don’t already know and understand Drake workflows.

Also, Drake does not fully answer all problems in the data workflow space. A leading example: how to manage long running tasks? For tasks that take a long time and do a large amount of work, you often want features like resumability and trackability. At Factual, we have a custom built task management service called Vineyard that addresses these and other similar issues for us. We have glue that allows Vineyard and Drake to work together in various ways, but Drake out-of-the-box doesn’t offer these kinds of features for long running tasks.

Earlier this year Factual welcomed Clojure aficionado Alan Malloy to our engineering ranks. Alan showed interest in Drake and invested time and expertise in maintaining the codebase and responding to community requests. This was no surprise given Alan’s Clojure chops and generous willingness to help people. We invited Alan to become the primary owner of Drake’s codebase and it was super great that he accepted.

We hope that Drake’s future is bright and that the project continues to evolve to better serve users. We’re encouraged by the bit of traction that the project has seen so far — I like to think of Drake as “barely famous”: Drake was given its very own chapter in the recently published “Data Science at the Command Line”, and Artem’s YouTube tutorial for Drake has been viewed over 5,000 times, or as Artem puts it: “Since launch, people spent cumulative 639.8 hours watching Drake tutorial on Youtube, which is not Apache Hadoop, of course, but still pretty neat. :)”.

If you’re a current user of Drake, we hope you’ll let us know what you think and tell us what’s missing. If you’ve never used Drake but have always wanted a ‘Make for data’, we hope you’ll give it a go.

And if you’ve ever filed a ticket or, even better, sent us a pull request… Thank you!


Aaron Crow
Factual engineer and Drake contributor

Changes in our Global Places Data – Q4 2014

Place data, like most things, has an expiration date. Go too long without picking a fresh crop, and you end up with something stale an unpalatable— or in many of our partners’ cases, even unusable. This is why we work tirelessly to refresh and improve Global Places all the time. We clean out listings for places that have gone out of businesses, add ones that have recently opened, update changed websites and names, and so on.

Below is a summary of some changes that we’ve made since our last update. In the 11 countries listed here, we added about 5.2 million places, discarded about 6.3 million old records, and updated at least one field1 in 9.4 million records.

See the breakdown of these updates by field in the chart below2.

What better way to start off the new year than with a heaping plate of fresh data?

- Julie Levine, Marketing Associate

In Case You Missed It:
See updates from the first three quarters of 2014 here:

1. Fields include: address, address extended, country, locality, name, po box, postcode, region, tel.

2. Note that some records had updates to more than one field, thus the number of updates is larger than the number of updated records.

Factual Featured Partner: Snips

Wouldn’t it be great if your smartphone always knew exactly what you were thinking? Dr. Rand Hindi, named one of MIT Technology Review’s 2014 35 Innovators Under 35, is building an app that always provides you with the information you need, right when you need it. Although Snips doesn’t actually read your mind, it does use loads of data to intelligently interpret your situation and provide you with just what you were about to look for. We had the opportunity to talk to Dr. Hindi about Snips- see the Q & A below.

Company Name: Snips
Located: Paris, France
Factual Partner Since: 2014
Twitter: @Snips
Your Name and Title: Dr. Rand Hindi, CEO and Founder

Q: Introduce readers to Snips. What do you do?
A: We build context-aware interfaces for mobile devices, so that people never have to look for and juggle multiple apps. Snips learns and adapts to your lifestyle, helping you to quickly access the information and apps you need, when you need it.

Q: What’s an example of how Snips learns from your behavior? How long do you need to use the app to start getting feedback?
A: We integrated several sources of data, some requiring some time to accumulate (such as knowing where you like to go for lunch on weekends) and others that are immediate (such as your calendar events and social networks). Our product works the first time someone uses it, and gets better as we get more and more data.

Q: Why is location data important for Snips?
A: Our goal is to make our devices better integrated in our everyday lives. This means being able to understand what people do throughout their day and how they use their devices in these contexts. We use location data in combination with other sensors to determine what their habits are, such as the time they go to the gym, if they prefer to take a taxi or the tube to go to work, or what kinds of restaurants they like. This level of intelligence is necessary to anticipate what apps and services people will need to use. And, not only does all the location data processing happen on the device, we also empower users to modify and delete anything they want so that they control what our algorithms know about them.

Q: Why did you choose to work with Factual?
A: Because a raw location trace without context is useless for our product, we needed to access a comprehensive database of places with rich attributes. Factual had both, and in a large number of countries, so the choice was pretty easy to make!

Q: Snips is about using context and data to provide mobile users with the best experience. What are some other services that you think could benefit from this approach?
A: We can go so much further than just smarter interfaces. We can literally make the entire world around us able to adapt to our lifestyles. For example, we did a project where we helped people find a seat on their train home by predicting passenger flow. For that, we modeled the context around each station– demography, places nearby, concerts, etc.– and used it to predict how many people would be on board each train. The more accurate data we get, the more things we can predict, and the more we can improve our quality of life.

Q: Have you faced any technology roadblocks while working on Snips? What new or improved technology or data would you like to see in coming years?
A: We faced a large number of roadblocks, since none of the technologies we are using existed. We had to build no less than 25 different algorithms to turn all this data into something meaningful. Our long term technology goal is to build an artificial intelligence capable of discovering and automating all the rules pertaining to a user. Kind of like creating a pocket brain!

Q: What wishes do you have for Snips in the New Year?
A: That our product launch goes well!

- Julie Levine, Marketing Associate

In Case You Missed It
Check out some other partners we’ve interviewed, such as networking apps HelloTel and SocialRadar, consumer purchase data company Infoscout, and city guides Tastemade and Jetpac City Guides. See even more Featured Partners here.

Factual Debuts Two New Tools for Geofencing and Audience Targeting, Putting Location Data in the Hands of the Client

Factual is excited to launch two new product features to make it easier for marketers to take advantage of the power and flexibility of our Geopulse Proximity and Geopulse Audience products. The Geopulse Proximity Designer and Geopulse Audience Builder are transparent and powerful self-serve tools that enable our partners to craft their campaigns – using geofencing or location based audiences – to reach precisely the right audience.

Geopulse Proximity Designer enables our partners to quickly and easily design their geofenced ad campaigns by selecting their targeted places and setting their desired radius. The underlying data comes from our leading Global Places data, which covers over 65 million businesses and other points of interest in 50 countries, in 29 languages and with 467 categories. This data drives the powerful search functionality, enabling users to select places by any combination of business name, merchant chain, category, or geography. Users can also specify any radius or combination of radii, and design advanced targeting that differentiates between, say, targeting your own store, targeting competitors’ stores, and targeting your locations that are close to those of your competitors’. All of this is done on an interactive map providing complete transparency into the campaign’s targeting.

For a guided tour of the Geopulse Proximity Designer tool check out this video

Geopulse Audience Builder enables our partners to mix and match the hundreds of audience segments provided by Geopulse Audience to build their ideal audience. Geopulse Audience builds user profiles by analyzing where they spend time and the places they visit, assigning each user to a series of audience segments that covers geography, demographics, behavior, and brand affinity. Airlines can build one audience of business travelers who live in LA and spend time in NYC to promote one type of services, and build another audience of leisure travelers who live in the Northeast and visit the Caribbean. Retailers can build separate audiences of consumers who frequent their stores, consumers who frequent their competitors, and consumers who frequent both. This tool allows for any number of combinations of segments along with AND and OR logic controls so that advertisers can go as wide or as deep as they wish to reach their precise audience.

For a guided tour of the Geopulse Audience Builder tool check out this video

We’ve partnered with a number of media partners so that advertisers can run campaigns with our data and targeting technology on their preferred media providers. These two tools are currently being used by DSPs and networks such as StrikeAd, Turn, Manage, Deep Forest Media, EQ Works, MdotM, Juice Mobile, Adsmovil, TAPTAP, as well as publishers like The Weather Company and trading desks including Cadreon, and Horizon (HX).

Our current clients who have utilized these tools have had remarkable experiences. Here is what they have to say…

“Factual provides an important stream of best-in-class location data to our clients on a global basis which allows them to harness some of the most unique capabilities of mobile marketing,” said Emily Del Greco, VP of Sales for Adelphic. “Of all our data partnerships, Factual’s stands apart because of the quality of their location data, the diversity of its application and the sheer scalability – which is highly differentiated.”

“Factual’s tools allow us to easily plan campaigns with precise location targeting that’s optimized to the specific needs of our clients,” said Alex Rahaman, CEO of StrikeAd. “We have clients around the world and having global tools is wonderful from an internal organization / operations perspective and gives our multinational clients consistency across their markets.”

“We partner with the best data and technology providers to enable market leading mobile advertising solutions for advertisers,” stated Alberto Pardo, CEO of AdsMovil. “The data and tools provided by Factual enable us to bring our clients location targeting techniques that were not previously available in Latin America and that significantly enhance the ability of advertisers to reach Hispanic consumers in the United States.”

Contact sales to learn more about Factual’s mobile ad targeting products