I will present a phenomenological model of the quark-gluon plasma that stem from 5 dimensional holography. The model is superior to the previous 5D models as it incorporates the running of the gauge coupling. It is constructed by requirements from QCD and a few lattice data. I will describe the transport properties of the quark-gluon plasma such as the bulk viscosity, energy loss of heavy quarks etc and their effects on the observables.