About Magicbricks • Official website: http://www.magicbricks.com/ • Magicbricks is a high-end property portal that caters to a global market with its unique services and novel online features. Its design is based on rigorous research, unique product developments and innovation, which has been readily accepted by users. • Magicbricks has successfully hosted 75 domestic and over 15 international property shows around the globe.
Magicbricks introduces practical and robust anomaly detection in a data generated via Google Analytics Premium Magicbricks.com is a property portal that provides a platform to people looking to buy/rent properties and to the businesses/agents wanting to sell properties. To reduce the portal down-time in case of unplanned outages, magicbricks worked ®
with its Google Analytics Premium partner Tatvic , to build an effective real-time anomaly alert system based on the total contacts generated by magicbricks. Real-time Anomaly Detection is the process of detecting patterns in data that do not conform to a well-defined notion of normal/expected behavior. Website unexpected
campaign
traffic,
server
outage/crashes
or
code
breakdowns on certain pages can hamper the overall performance of the website
Goals • Measure
unexpected
website/app
behaviors • Measure increase due to campaign traffic
behavior,
&
understand
live
portal
performance status • Reduce server down-time in case of unplanned outages • Develop an alert mechanism in terms of email/SMS
Approach • Utilize Google Analytics data to generate performance alerts every three hours using Anomaly Detection system developed by Tatvic® • Define key metrics which need a realtime anomaly detection check for detecting any deviation • Apply Anomaly Algorithm to the timeseries data generated by Google Analytics and calculate deviations in real-time
which ultimately hit the bottom line of business. Tatvic worked with Magicbricks team to develop a solution based on Google Analytics Premium data and Anomaly Detection algorithm, which generates automated real-time email/SMS alerts and warns higher/middle management about the live performance of website on their mobiles devices. “Being a No.1 property portal, magicbricks aims to provide their users an outstanding experience which help them make confident property decisions that ultimately helps Magicbricks to remain the most preferred property portal in India. Anomaly Detection has helped us measure various portal activities and unexpected website behaviors which ultimately hampers user experience.” - Sudhir Pai, CEO, Magicbricks
Implementation Anomaly Detection implementation starts with defining an algorithm & collecting data from website to detect anomalies from the data generated via ®
Google Analytics Premium. Tatvic took care of designing this algorithm for us which has three primary components (i) fixed (ii) cyclical & (iii) seasonal data
Results • Identification of unexpected behavior • Reduced outage trouble-shooting time • Automated alert system of detecting outage and its severity • Real-time portal performance status to senior & middle management on their phones
series to detect the exact change in component and generate the deviation alerts at an aggregate level. Algorithm can be implemented in various programming languages which access the GAP data using un-sampled API and run an algorithm to generate SMS, Email or both alerts. Alerts module enables us to measure the severity of the issue & send the alert to relevant professionals of the organization.
“Anomaly Detection has helped us keep track of real-time portal performance and provided great insights. We were able to respond quickly to the various situations that ultimately helped us serve our customers better.” - Puneet Kukreja, Associate Product Head, Magicbricks
About Tatvic Tatvic is a Google Analytics Premium certified authorized reseller. Tatvic has had the privilege to lead the strategy and implementation of Web Analytics, CRO & Mobile App Analytics for the some of the best companies in the world. For more information, visit http://www.tatvic.com
About Google Analytics Premium Google Analytics Premium is the enterprise-class analytics solution that gives companies
rich
insights
into
their
digital
audiences
and
marketing
effectiveness. With features that are powerful, flexible, and easy-to-use, large organizations can measure engagement to create more effective marketing initiatives, improve user experience, and optimize their digital strategies. Sophisticated conversion attribution and experimentation tools help savvy marketers determine the best allocation of media and resources to drive results. For more information, visit google.com/analytics
Magicbricks introduces practical and robust anomaly ...
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Statistical and regression techniques seem more promising in these cases. Netflix recently released their solution for anomaly detection in big data using Robust.
