All aboard the analytics hype train; dashboard demo from Vimmi

Another week, another analytics webinar, although the latest one came with a somewhat lighter flavor than the beast which has arisen from the wealth of data flooding in from Akamai servers, which we broke down in our previous issue. It was interesting then that this week’s analytics webinar was hosted by Vimmi, a company presumably a minor rival in the eyes of Akamai, with its claims of reinventing the CDN as we know it, and the Israeli video software start-up is now increasing its focus in the analytics space.

Despite not offering much in the way of differentiation from similar dashboard products we have seen in recent months, at first glance anyway, what makes Vimmi’s analytics platform stand out is being highly focused on telco OTT services. It claims to collect data from over 100 million users every day and uses deep learning techniques to automatically choreograph decisioning, for example to redetermine audience targeting.

Like others, its analytics and reporting tools open up a portal to a world of critical real time traffic and usage information broken out by region, node, account, request, video stream, viewing model and platform. Vimmi says the system provides all information needed to optimize resource utilization, traffic patterns and account policies.

But not really all, because when Faultline Online Reporter asked co-CEO Eitan Koter if Vimmi had any similar insights to a surprise insight from Akamai’s analytics webinar last week, relating to personalization software being shamed as a pet peeve for performance, he brushed off the issue. Of course, this goes against the premise of analytics platforms like Vimmi’s, whose bread and butter is to churn out ideas for monetization like more targeting, more personalization, more content asset prioritization.

One unusual feature we haven’t observed before involves customization of the dashboard for each persona within a business, for example the CEO, CTO, CFO and CMO would all see slightly different reports – depending on their needs. On one hand this seems great, but on the other, each executive observing different things might cause confusion in the company.

Reporting on CDN historical performance and trends is based on data from monitoring systems and the CDN core. Parameters include storage utilization, service availability and load. Operators may monitor and manage log processing and track object distribution statistics.

When we first met Vimmi in early 2017, the company was pushing its multi-access edge computing (MEC) technologies and machine learning algorithms – primarily aimed at telcos striving to reduce bandwidth for mobile-delivered video. And, surprise, these same technologies have given birth to yet another analytics dashboard – one which looks a far cry from the product analyzing multiple parameters within a network, such as congestion, geographical location and type of platform, to learn about the network and decide how and where to serve video chunks.

We believe this is representative of desperation on the operator level regarding data monetization, which is in turn driving demand for these dashboards – dragging some vendors away from what they were good at in the first place.