At the beginning of the project,
Stephane Gendrel (Adloop CEO) was the head of Uptime Conseil,
a consulting service company for marketing and business.
Beeing an expert on digital advertisment,
he had get created an early Excel based prototype that explored
some views he has on the domain :
Analytic tools may suffer of conclict of interest,
for instance Google sells and mesures ads.
Incomplete view (only email, only ads, ...) create important bias :
The whole (marketing) system is more than the sum of its parts.
So he launch a startup to develop a SASS solution to :
Gather the real big data of clients (from traffic, mailing, ads, ...),
including costs and other meta data.
- Rebuild the full customers journeys
- Apply rationnalisation and filters on them
- And finaly present the data in a daily usable way to take actions
The project started with the mission of developing a rich
interface, with another subcontractor handling data processing with PERL
communicating with a Rails API with a Postgres database.
The application was allowing clients to connect,
configure various settings, and accessing the data produced
by the PERL scripts.
After this successful boot, the company grew up, and ProxyGear
commited for a longer term mission, holding the CTO role.
We found out profiles for hiring, to grow the Adloop team,
organised the development in an agile style,
and start providing knowledge and formation to the new comers.
The exponential growth of data size and the need of more robust tools
for development forced us to rethink the PERL scripts responsible of
the data stream.
Step by step, new features were introduced in Rails,
while the PERL was slowly converted into Ruby, and the Data Base
bottle necks were investigeted.
Through this adventure, Adloop successfuly convinced investores during
two round of fundraising : Sofimac innovation (VC),
CAAP Creation (French bank subsidiary company) and other