Blueshift: Scaling real-time campaign analytics with Apache Druid

Aug 08, 2019
Anuraj Pandey, Blueshift

Blueshift is an AI-powered customer data activation platform enabling CRM and product marketers to intelligently manage their audiences and orchestrate large-scale personalized messaging campaigns at scale. Blueshift offers real-time campaign analytics as a core capability in the platform. Campaign analytics break down engagement metrics like impressions, clicks, conversions, etc. by channel, trigger, experiment etc. Currently two billion+ user interactions are tracked on a monthly basis.

Druid at Blueshift

Previously we developed an in-house real-time campaign analytics engine on top of Redis and Postgres. Campaign metrics were aggregated with Redis in real-time for a predefined list of dimensions and a time slice. Pre-aggregated results were later stored in Postgres. This architecture solved the campaign-specific reporting requirements of the product. However, it was not designed to query on multiple dimensions. As our customer base and the internal team grew in size, we felt the need to revisit the architecture to power the following new use cases:

  • Measure the campaign performance on high cardinality dimensions like domain, UTM parameters, link positions, items, etc.
  • Measure impressions, unique conversions, total conversions, sum (revenue) to build automatic traffic allocation capabilities using Bayesian bandits
  • Cohort analysis over multiple dimensions
  • Internal reports to measure the impact of ROI of AI across different types of campaigns and industry verticals

We experimented with Druid and decided to use it to power our customer-facing analytics dashboard and internal ops dashboards.

Our journey so far

In December 2016, we decided to do a small POC on Druid. We deployed a Druid distribution packed by Imply in the Amazon Web Services (AWS) cloud using Packer, Chef, and Cloud Formation. We hooked up Druid with Kafka using Druid’s indexing service. There was a bit of a learning curve in understanding Druid, but a well-designed microservices architecture and detailed documentation made it fairly easy to customize Druid to our requirements.

A few months later, we decided to productize this cluster to power parts of our customer-facing dashboards (using a custom UI layer) and internal ops dashboards (using Apache Superset). We spent a few days of effort on hardening the infrastructure and tuning the settings to get the desired QPS performance on dashboard reporting. Fast forward to this date, our traffic has doubled but we have spent very little effort on operations.

In the rest of this article, we would like to share our guide and tips on scaling the Kafka ingestion pipeline with re-indexing and compaction.

Bye-Bye Lambda Architecture

Our simple ingestion pipeline is shown in the following image.

Campaign events are ingested in real-time using Druid’s Kafka indexing service which guarantees exactly-once ingestion semantics.

The Kafka indexing service builds and keeps real-time segments available for query in real-time. Real-time segments and Kafka offsets are committed to deep storage and meta store respectively on a periodic basis as part of the segment’s hands-off process. The Kafka indexing service provides a tradeoff between how much real-time segment data is stored in memory vs. how frequently data is offloaded to deep storage.

To keep the segments produced by the Kafka indexing services to a few MBs and have a reasonable recovery time in case of job failures, we customize the Kafka indexing job spec as follows:

"granularitySpec": {
      "type": "uniform",
      "segmentGranularity": "DAY", /* bigger segment size */
      "queryGranularity": "HOUR", /* trade compaction in favor of query granularity */
"taskDuration": "PT4H" /* right balance between the segment size and handsoff */
"completionTimeout":  "PT1H"
"lateMessageRejectionPeriod": "PT20H" /* more about it later */

Scaling the real-time segments

The Kafka indexing service tracks real-time segments for each partition in the Kafka topic to guarantee exactly-once semantics. This results in the creation of a large number of segment files, ~ on the order of the number of Kafka partitions as described in this guide.

Druid’s query performance is strongly influenced by the number of segments and segment size. A Druid query is distributed across historical and real-time nodes which assign one thread from its pool to each segment file. Having too many segments increases scheduling overhead which hurts query performance, while large segments decrease the parallelism and starve other queries. Maintaining an optimal segment size is critical to optimize query performance, as described here.

To maintain a segment size of roughly 400-600 MB, we run a daily Hadoop batch indexing job to merge smaller segments produced by the Kafka indexing job. This job is configured to replace the previous day’s segment files in deep storage with a larger segment file. While doing so, we use the following configuration to compact segments further:

"queryGranularity": "DAY", /* We don’t need hour level granularity after 24 hours */
"type": "hashed", /* Using a single dimension partitioning based on account_uuid could further improve the query performance for account heavy query patterns */
"targetPartitionSize": 5000000, /* To ensure optimal segment size */

The segment partitioning scheme in the Kafka indexing service is different from Hadoop batching indexing. The Kafka indexing service would fail if out-of-order events are observed for a time window where a real-time segment overlaps with re-indexed segments. To handle this scenario, make sure the Kafka indexing job rejects late messages to avoid the segment overlap. We set “lateMessageRejectionPeriod” to “PT20H”, and run Hadoop batch indexing every 24 hours (i.e after lateMessageRejectionPeriod has passed). If the indexing service Kafka producer is backlogged by more than lateMessageRejectionPeriod, it will start dropping events. We have setup alerts and scripts to deal with such issues.

We further enable compaction settings on the Druid coordinator. If daily segments are still smaller than the optimal segment size, the Druid coordinator will run a compaction task to merge continuous time interval segments until the desired segment size is met. Refer to for more details.

Backfill pipeline

Our data lake stores raw campaign data in Hive ORC format. To manage backfills and add new dimensions to the historical data, we have integrated Druid with our data lake built on HDFS and Hive using Hadoop indexing jobs. More recent versions of Hive integrate seamlessly with Druid using Hive-managed Druid tables.


  • Druid is a solid piece of software for large scale analytics. Although there is a steep learning curve, once set up properly, it doesn’t require a lot of ongoing maintenance.
  • Kafka indexing service provides exactly-once ingestion semantics.
  • The limitations of the indexing service (i.e small segments) can be solved by aggressive compaction and re-indexing.
  • No more batch jobs to overwrite real-time data, no more Lambda architecture.
  • Druid integrates well with your data lake to manage data backfills.

We’ll describe our operational guide on setting up and maintaining a Druid cluster on AWS in a separate blog post. Stay tuned!

Other blogs you might find interesting

No records found...
Jun 17, 2024

Community Spotlight: Using Netflix’s Spectator Histogram and Kong’s DDSketch in Apache Druid for Advanced Statistical Analysis

In Apache Druid, sketches can be built from raw data at ingestion time or at query time. Apache Druid 29.0.0 included two community extensions that enhance data accuracy at the extremes of statistical distributions...

Learn More
Jun 17, 2024

Introducing Apache Druid® 30.0

We are excited to announce the release of Apache Druid 30.0. This release contains over 409 commits from 50 contributors. Druid 30 continues the investment across the following three key pillars: Ecosystem...

Learn More
Jun 12, 2024

Why I Joined Imply

After reviewing the high-level technical overview video of Apache Druid and learning about how the world's leading companies use Apache Druid, I immediately saw the immense potential in the product. Data is...

Learn More

Let us help with your analytics apps

Request a Demo