Updated with full video – see below.

Today at the HP Vertica Big Data Conference in Boston, Rob Winters, Director of Reporting and Analytics for Spil Games, sat down with Wikibon’s Dave Vellante and founder of SiliconANGLE John Furrier on TheCUBE.

Winters discussed how the last year and a half has been challenging as his company basically started their data infrastructure from ground zero. From day one there was no functionality in place that allowed them to effect easy expansion.

Spil Games is a web-based gaming platform. Winters discussed how the goal of Spil Games and, more specifically, his purview is to focus on the delivery of more enjoyable end-user experience via the utilization of collected data points. Spil Games is more easily able to achieve this goal as they serve as publisher, developer and platform.

Winters claims this challenge was addressed when they divided the problem of data management into two separate compartments. In the first they ask, “What do you want to show someone?” The second compartment addresses how best to present the results of the data to someone. Winters states they are building an entire flow to show both pieces.

As with most every enterprise the task at hand is determining how best to monetize collected data. In the online gaming platform, that monetization is achieved through ad sales. As Winters stated, “The more data you have about a customer, the easier it is to deliver an ad.” Data can be inferred from specifically provided information from the user. Another data stream is derived based upon the behavior of individual users.

However the data is derived, analyses of collected data points are invaluable in providing a more personalized experience for the user. However, as Winters noted, there are differing cost levels dependent on how the data is ultimately used. If you aim to develop an ad delivery system, (much like Facebook, Twitter and LinkedIn), that seeks out targets based on like-minded marketing, a company should expect to pay a pretty penny. A more economical solution is to do a more individualized approach based on specific user ad and page views and lengths of time of those views.

Winters concluded the interview discussing the use of Vertica by Spil Games and how it has enabled them to move much closer to real-time analysis of data. As Winters stated, his goal by the end of 2013 is to provide actionable intelligence to the platform within 5 minutes of it having been collected and analyzed.

Be sure to watch each of the interviews from the HP Vertica Big Data Conference live at siliconangle.tv or visit our YouTube channel to see each archived broadcast.