Sydney-based marketing agency Digital Alchemy has announced a partnership with machine learning and advanced analytics platform provider Cloudera to advance its data analytics program.

Cloudera’s solutions will form the core of Digital Alchemy’s Dynamic Decisioning program to help drive relevant, timely communications to the consumer and empower clients to make informed, flexible business decisions via two core offerings:

• CoreBox: a future-proof marketing automation solution; and
• uDecide: a machine learning decisioning engine.

Cloudera’s Hadoop-based enterprise data hub forms the core of Digital Alchemy’s data analytics program. Cloudera 5.8 includes cloud-native support for high-performance analytics and a powerful SQL development experience, which gives Digital Alchemy the power and flexibility required for their line of multi-tenanted real-time predictive analytics products.

Cloudera was selected by Digital Alchemy after a competitive evaluation process, due to the platform’s effectiveness at performing operational and infrastructure management tasks, including multi-cluster scaling and maintenance.

The flexibility that Cloudera provides in adding new services to a running Hadoop cluster, as well as performing a rolling restart, were also critical features that Digital Alchemy sought during the selection process.

Regan Yan, CEO at Digital Alchemy, said: “We were trying to find a big data platform that was easily scalable in terms of computation and storage capability, and more importantly, one that was easy to manage.

“Being an analytics consultancy, the need to make maintenance and management less resource-intensive is not only essential to the upkeep of our quality standards, but essential to maintaining our competitive advantage.”

Julian Lee, technical director at Digital Alchemy, added: “The decision to partner with Cloudera plays a fundamental role in our business transformation strategy, as we work towards being a dynamic decisioning company.

“Our key competitive advantage is the machine learning aspect of our predictive analytics solution, so it goes without saying that we have high computational demand. As such, Cloudera’s ability to manage, monitor and scale clusters quickly and efficiently is the essential foundation that supports all our complex capabilities.”

Shyam Sundar Srinivisan, country manager for Cloudera in Australia, said: “This partnership is testament to Cloudera’s advanced standing in Australia, and points to the maturity of our offering.

“As customer journeys become increasingly self-directed and businesses rely on data driven insights, we are uniquely placed to help smart, fast-moving, innovative companies like Digital Alchemy achieve their goals.”