MyBuys provides coordinated personalization solutions for display ads, email, websites and mobile devices to retailers, brands and agencies. The company automates and delivers billions of targeted offers each day using its Active Shopper Database, which is comprised of the behaviors and purchase intent of 250 million consumers matched to 1 billion active devices.
MyBuys serves up personalized content to online customers of many wellknown organizations, including Major League Baseball, GNC, FTD, UGG, ECCO, Skechers, Yankee Candle, and Brooks Bros. According to the IR 500 Guide, which ranks North American retailers based on annual online sales, MyBuys counts among its clients 77 of the top 500 Internet Retailers (IR), which is 15% more than the next closest provider, and 133% more than the third-place provider.
MyBuys recognizes shoppers (anonymously) across all their devices, targets them across every channel, and ensures that each individual has a unique, consistent, personalized shopping experience every time and everywhere they shop. The result is more customers, higher repeat rates, and overall increased site revenues by as much as 10%.
After starting out on servers hosted by Rackspace, MyBuys later set up its own data centers in co-lo facilities to have control over its own IT infrastructure. Web servers handle thousands of requests per second across three data centers. Incoming traffic consists of data reflecting the browsing behavior of the shoppers in the database; outgoing traffic is the personalized ads, emails, and web site customizations, which are determined by the company’s algorithms.
Server traffic varies according to the time of day. Most MyBuys clients are in the US and traffic is highest in the afternoon and early evening across the country. Traffic also varies by season, with holiday shopping drawing the most traffic. Black Friday increases traffic by 2X, for example, while Cyber Monday drives it up by 3X.
Ensuring flawless performance during the holiday season is a big part of Risto Kotalampi’s job. He is the senior director of operations at MyBuys. “Preparing for the holiday shopping season is basically half of the work my team does,” Kotalampi explains. “We start in Q3, and by Cyber Monday we know how well we did.”
Kotalampi’s team must meet its service level agreements, and load balancing is a critical element of that. When MyBuys was making the move from Rackspace, Kotalampi used the opportunity to upgrade to a new load balancer with more functionality.