February 26th, 2013


Andras Szerdahelyi | Solutions Architect

What does Ignition One do?

IgnitionOne is a digital marketing solutions company providing world-class proprietary technology and expert services  to improve digital marketing performance. IgnitionOne’s integrated Digital Marketing Suite (DMS) helps marketers centralize, manage and optimize Digital Media, understand cross channel attribution while helping to optimize conversions on a marketer’s website.  Digital Marketing is not only simpler when it’s integrated, but it is also more effective. At the core of what we do is our proprietary Scoring Algorithm which determines the value of a user in order to deliver the right message, at the right time, at the right cost to a marketer’s users on and off their website.  Our solutions are backed by cross-channel attribution and analytic capabilities to drive actionable insights. IgnitionOne Advisor teams provide media buying, bid optimization and media-mix modeling expertise for online advertising across every channel.


How are you using Apache Cassandra (C*)?

C* provides the database layer of our Profile Store solution that hosts visitor profiling data for billions of unique visitors from around the world.


What made you choose C*?

Our top reasons are:

•No other dbms product provides this level of granularity in replication while still being master-master / no single point of failure

•Log structured storage that plays nice with MLC SSD drives, that in turn provide excellent $/iops ratio and low read latencies.

•Rich data model

•Effortless horizontal scaling 


What tips do you have for someone getting started with C*?

Spend time on getting your data model right from the get-go. Everything else is tuneable.  Oh, and prefer many small nodes to a few big ones! 🙂


Are you running C* in the cloud or your own Data Center?

We are running it on our own metal. At our scale not much else makes financial sense.


Anything else you’d like to share?

There is an amazing community around Cassandra. Between the Datastax docs & blog, a well-constructed Google search and the user list (and  Aaron Morton: @aaronmorton), no question will go unanswered!