Startup Omni Labs wanted to build a platform that empowered brands to get the most out of their budgets with a data-driven approach to marketing—but first it needed the right IT infrastructure.
The company built its marketing platform using a range of tools including the IBM Compose-managed database-as-a-service solution, making it quick and easy to deploy and run databases in the cloud.
Frees updevelopers to focus on value-added tasks, accelerating development
EnablesOmni Labs to deploy databases within minutes, speeding launch of new services
Empowersbrands to make the most of data, and drive successful marketing strategies
Business challenge story
Technology startup Omni Labs seeks to empower brands to get the most out of their budgets with a data-driven approach to marketing. The company's name comes from the pursuit of omnichannel marketing—gathering and analyzing data across multiple platforms to construct the most effective cross-media campaigns.
Alex Modon, CEO and Co-founder of Omni Labs, explains: “We founded Omni Labs on the premise that a majority of the current growth process requires both excessive repetition of tasks and pattern recognition. Optimizing and executing on digital marketing campaigns is a data challenge and therefore should be fully automated—allowing the marketer to return to more inherently creative responsibilities. We want brands to be able to input their success metrics and automatically be returned with an optimal output plus high level insights to impact future creative initiatives. The quantitative side of digital marketing shouldn't be nearly as hard for marketers as it is today."
To turn its vision into reality, Omni Labs needed a powerful infrastructure backbone, which it could harness to develop a responsive and reliable marketing platform. Crucially, as a small startup, the company also needed back-end solutions that were easy to deploy and manage, so its teams could focus on development work, not day-to-day administration.
Building the platform
Omni Labs decided to build its new marketing tool—called Omni Marketing Automation Platform (MAP)—on a Node.js backend with a React front-end. Using Omni MAP, marketers can stream raw reports from their current media partners and transform that data into constantly updated key performance indicators (KPIs)—without the need for any manual data management or reporting.
To provide a stable foundation for supporting its database systems, Omni Labs selected IBM Compose for MongoDB and IBM Compose for Redis. A managed database-as-a-service platform, Compose makes it easy for the company to deploy production-ready databases on cloud servers within minutes. Each database includes daily backups, high availability, automatic failover, auto-scaling, and an intuitive web-based user interface.
In addition, Omni Labs has built supporting server stacks for Omni MAP around Node.js, and all the data that is collected by the platform goes through extract, transform and load (ETL) pipelines built on Python, and processed by Apache Spark.
Vikram Tiwari continues: “The data is processed back to the client and we push some part of that data into MongoDB and some of it into Redis, based on how real-time the needs are.”
Much of Omni Labs’ focus is on building predictive analytics for customers, and it primarily uses the open-source TensorFlow software library for the machine learning process.
“Machines are really good at making decisions, as long as you feed them the right amount of data and tell them what success is,” comments Vikram Tiwari. “We're working really hard on rolling out products that are more predictive and help analyze opportunities to optimize campaigns, generate new media plans, and basically take care of vendor management.”
Empowering data-driven marketing
By making the most of managed cloud services, including IBM Compose, Omni Labs brought its vision for automated, data-driven marketing to life with Omni MAP—empowering clients to make the most of their data and craft successful marketing strategies.
Choosing a managed service from IBM frees Omni Labs from the complexity of scaling and managing databases, enabling its teams to focus on more strategic work such as app development.
Vikram Tiwari adds: "With any startup, the most valued resource is time. IBM Compose removes the 'white knuckle' approach to database management. There are only so many hours in the day, so it's great knowing that our database is being taken care of by a company with a high level of quality and dedication. Meanwhile, we can focus on driving our business forward."
By streamlining the development process and helping the startup to deploy data services quickly and easily, IBM Compose gives Omni Labs the strong foundation it needs to continue enhancing its plug-and-play marketing platform, and add greater value for customers.
Alex Modon notes: “Omni MAP provides marketers with a beautiful balance between power and simplicity. The platform empowers brands to harness the power of data science and machine-learning across multi-channel marketing, driving more targeted, successful marketing strategies.”
He concludes: “We will continue to roll out both free and premium tools that streamline repetitive tasks and fully utilize the power of big data technologies. With solutions like IBM Compose, we are giving brands the tools they need to be great at marketing without having to be good at data science.”
About Omni Labs
Founded in 2015, Omni Labs, Inc. is a San Francisco-based technology startup. Its Marketing Automation Platform (MAP) is the hub for a family of products empowering brands to get the most out of their budgets with a heavily data-driven approach to marketing.
Take the next step
IBM Compose is a cloud-hosted platform for building enterprise applications on open source database technologies. Offering a choice of the best in open-source software databases, ready to go into production within minutes to support web and mobile apps, Compose combines practically unlimited auto-scaling with practically zero administration. For more information or to try Compose, visit: ibm.com/cloud/compose