Description from Registration Page:Amazon Web Services (AWS) invites you to learn how cloud computing is powering rich media marketing strategies for digital marketing agencies and their clients, increasing their flexibility and decreasing time to market and cost. This webinar will cover key marketing use cases deployed in the cloud, including: • Web hosting• Interactive media campaigns • Social networking applications • Marketing analytics This webinar is ideally suited to business decision makers and technology leaders who are interested in learning how AWS can be leveraged to deliver scalable, cost-effective interactive multimedia marketing solutions. You will learn how other companies have implemented successful campaigns on AWS and how easy it is to get started. \\With AWS =- Ensure you never lose money by falling behind due IT infrastructure constraintsEmpower you to handle as many viral campaigns as needEnsure you are able to commit to deliver, no matter how many projects go viral! Deliver rapid Business Intelligence by harnessing the power of on-demand compute resources “in the cloud” empowering you to confidently communicate campaign ROI effectively addressing your customer needs Explore powerful trend analysis for your clients and differentiated billing based on campaign traffic goals which may enable you to explore other business model (i.e. performance based compensationBe innovative to meet market demands and win more business due to low risk of AWS Infrastructure.
We welcome your questions! Please feel free to enter your questions in the attendee panel at any time during this presentation. We shall collect them through out the presentation and address them after the presentation during Q&A.
First, it’s useful to provide the context that the way we think about what Amazon.com is, the way we think about it at the highest levels of the Company, is that we have three macro and distinct businesses: our Consumer/Retail business, our Seller business, and our Developer business.
EC2 is on demand virtual servers that you pay per instance hour for, they are ephemeral (unless you use persistent storage) and we support Windows and LinuxEBS – Block level storage volumes. Amazon EBS allows you to create storage volumes from 1 GB to 1 TB that can be mounted as devices by Amazon EC2 instances. Multiple volumes can be mounted to the same instance.ELB - automatically distributes incoming application traffic across multiple Amazon EC2 instances. Auto Scaling allows you to scale your Amazon EC2 capacity up or down automatically according to conditions you defineAWS Elastic Beanstalk is an even easier way for you to quickly deploy and manage applications in the AWS cloud.AWS CloudFormation gives developers and systems administrators an easy way to create a collection of related AWS resources and provision them in an orderly and predictable fashion.Amazon CloudWatch is a web service that provides monitoring for AWS cloud resources, starting with Amazon EC2. It provides customers with visibility into resource utilization, operational performance, and overall demand patterns—including metrics such as CPU utilization, disk reads and writes, and network traffic.Amazon Elastic MapReduce is a web service that enables businesses, researchers, data analysts, and developers to easily and cost-effectively process vast amounts of data. It utilizes a hosted Hadoop framework running on the web-scale infrastructure of Amazon Elastic Compute Cloud (Amazon EC2) and Amazon Simple Storage Service (Amazon S3).S3 Write, read, and delete objects containing from 1 byte to 5 terabytes of data each. The number of objects you can store is unlimited.
You are responsible for planning and designing rich, interactive, multi-media marketing campaigns with their clients that can have complex technological demands.This creates dependencies that tie the success of the campaign to the availability and flexibility of the your resources.Require long term planning, contract negotiations, financial or commitments, lock in to a vendor or a technology
Easy to get started technicallyRemoves the “muck” of technology infrastructure, lets you focus on your clientsNo lock-in or long term commitments – you pick the technology that meets your needs now, and stop paying for it when it’s no longer needed. On Demand – scale available when its neededFaster time to marketLow barriers to entryBroad – wide range of technology is available,access to innovative new technologies that are cost-effective AgilityFocus on your needs, not on hardware specs. As your needs change, so should your resources.Flexibility Open Standards: You select the operating systems and applications that best fit your needs and teams skill setsOn-Demand Provisioning of computing resources: Ask for what you need, exactly when you need it. Breadth of AWS solution. Want compute, you got it. Want media storage, you got it. Database, check. Delivery, check, etc.Ability to execute on a customers campaign needs on short notice-always a major challenge for agencies and a competitive advantage to those who can do it effectively for their clients. Why it’s good and differentAllows you to focus on being creative and winning more accountsProvides you flexibility to “think outside the box”Allows you to adapt quickly to change without worrying about other hardware aspects (Do more with less)How it changes/improves the economicsNo upfront CAPEX costsSelect the technologies that match your creative skill setsLeverage our on demand resources to meet deadlines
Attik takes Scion to the next level by deploying a reality series powered by AWS that delivered more than 5TB of data in one month, to hundreds of thousands of viewers. It is more than standard marketing, the reality series ‘Reinvent the wheels’ successfully reminded people that there is more than one way to look at Scion.For development on this project, the Web server was run on AWS EC2. By moving the majority of the asset requests to S3 we were able to run on one small instance with no performance. ATTIK used the RESTful services to sync our videos to the streaming cloud, as well as all static assets to the general S3 cloud. Incremental builds allowed us to control content and ensure we could get new files through to the CDN. We also ran tracking on EC2/Amazon RDS with utilizing an open-source tracking solution.At a time when all communications from automotive manufacturers were subject to intense scrutiny, our team proposed a bold idea that would take Scion's new advertising campaign in a new direction, and create a unique opportunity to give something meaningful back to members of its target audience. We knew that developing an online reality show was a unique approach to engage and entertain them while using the power of social networking to help foster the buzz.Meanwhile, we created the website that would become the home for the series, http://www.ReinventTheWheels.com <http://www.ReinventTheWheels.com> , together with a full set of cross-media teaser elements leveraging online, broadcast, out-of-home and print media. Beginning in March, those teaser elements went live, heralding the show's March 29 debut. We launched the first episode, and for the next six weeks, we fed new promotional content through every media channel mentioned above. Ultimately, not only was the show set up to live online, it also had its own mobile application, and was made available through YouTube, a custom, embeddable widget, and many other social networking sites, including Facebook.Finally, after the May 3 finale, in which Anthony Valadez was crowned the winner and awarded $30,000 and a 2011 Scion, we released the campaign's third wave, with rich cross-media promotional assets featuring the winners and their creations. Those elements remained live online and in markets across America through the first week of June.To date, with the online campaign still set to run throughout July, well over half a million viewers have already watched the "Reinvent The Wheels" episodes online. Through the campaign's reach, the brand also expanded its social media audience through thousands of meaningful connections, while also increasing its social media experiences exponentially.
Clients demand campaign ROI metrics It can be difficult to run analytics and come up with meaningful resultsNo way to easily and rapidly report campaign performance metrics it may take a long time before you can collect the data and run analysis and communicate results.Spreadsheet based analysis, but it can drive us crazy to consolidate multiple databasesMultiple third parties provide bits and pieces that help you make sense of this but takes significant consolidation effortTry to manually get volume performance but it can be a lengthy process with considerable lag times
With Amazon Elastic MapReduce and LogAnalyzer applications you can generate usage reports containing total traffic volume, object popularity, a break down of traffic by client IPs and edge location. Reports are formatted as tab delimited text files, and delivered to the Amazon S3 bucket that you specify.Amazon CloudFront’s Access Logs provide detailed information about requests made for your content delivered through Amazon CloudFront, AWS’s content delivery service. The LogAnalyzer for Amazon CloudFront analyzes the service’s raw log files to produce a series of reports that answer business questions commonly asked by content owner
Business Intelligence “in the cloud” can harness the power of on-demand compute resources Better control over campaign behaviorProvide you with control over traffic behavior and trends for individual or simultaneous projectsHow it changes/improves the economicsBetter campaign performance analysisAllows you to confidently communicate campaign ROI effectively addressing your customer needsEnables you to deliver powerful trend analysis to your clients and differentiated billing based on campaign traffic goals which may enable you to explore other business model (i.e. performance based compensation)
IT resource utilization can ebb and flow based on projects and seasons (xmas, tv sweeps, etc.). This causes IT resource planning problems.Delivery of Rich Marketing Media can be a challenge to manage when dealing with multiple regionsNo clue as to how to allocate project expensesThrough capacity at it but this is expensive and leaves IT resources idle during off seasons and IT resources can rapidly become obsolete By buying from multiple third party providers such as CDN vendors, hosting providers, storage vendors, etc. which adds complexity and makes it cumbersome to manage Estimate project-specific expenses manually, but it’s hard to cope with as you work with multiple projects per year, often in the short term
AWS’ solutionScalabilityScale up or down depending on usage needs. No capacity restraints. Meet your markets unpredictable demands.Flexibility to build images and duplicate to roll-out subsequent projects-ability to execute customer campaigns quickly on short notice (major issue with all agencies-those who do it best have better client retention). One stop shop: geographical distribution, and multiple services Ability to manage projects under independent accountsWhy’s it’s good and differentAble to commit to deliver, no matter how many projects may go viral during peak seasons!Build it once, deploy it multiple times with the custom flavors it needsOne stop shop: get all the services you need to build your Rich Marketing Solution in a single place regardless of geographical dependencies. Provides with clear IT cost allocation in a per project basisHow it changes/improves the economicsOpportunity Cost: never lose money by falling behind, due IT infrastructure constraints, handle as many viral campaigns as needed.Create your own images and redeploy them easily as many times as needed. No need to re-build data centers and complex SW stackVendor consolidation makes it less expensive and cumbersome by consuming less resources and follows best ITIL industry practicesAbility to know exactly project-specific IT costs
Optaros provides open ecommerce solutions that keep pace with the rapid change in consumer behavior. Companies are frustrated by the limitations of their legacy ecommerce platforms and the numerous, one-off mobile, social and web apps on the side. Optaros open ecommerce solutions fuse content, commerce and community into client-specific solutions that outperform their peers.Open SaaS – Closed SaaS creates efficiencies by forcing all customers on the exact same software code; this frustrates companies when they can’t do what they want. Open SaaS leverages open source software and cloud computing to create efficiencies equal to Closed SaaS, but with the huge benefit that each company can do what they want on their unique OCentric instance. Optaros uses Amazon Elastic Compute Cloud (Amazon EC2) to provide auto-scaling solutions as part of the OCentricSaaS ecommerce platform.Each web service (e.g. store locator, product information management system, customer master system) is integrated into backend systems and exposed to agencies in the form of a well-documented API. This approach works no matter what the existing systems. Agencies are also comfortable with this approach. They simply use the API to leverage the service in their app or microsite. If they can create Facebook, iPhone and Twitter apps they can easily use any documented API or web service. This approach is enabling PUMA to deliver more compelling user experiences online in a cost effective manner.
Difficult to guarantee you will be able to cope with traffic peaks if many of your projects go viral, but your clients want you to guarantee this!you must over provision the number of servers or amounts ofstorage in anticipation of such demands and even then, if it goes viral, you don’t have enough (or it’s not a big hit you have wasted and/or under utilized IT resources)
or the agility to meet your timelinesScalabilityScale up or down depending on usage needs. No capacity restraints. Meet your markets unpredictable demands.Why’s it’s good and differentAble to commit to deliver, no matter how many projects go viral! Leave the heavy lifting to us, focus on your key differentiatorsHow it changes/improves the economicsControl your costsPay for only what you useBe able to act on-demand at anticipated rates
Sorenson 360, a SaaS-based video platform, that bundles video encoding, transcoding, storage, content management, customizable video players, delivery, and real-time analytics is architected entirely on top of Amazon Web Services.
Achieve the impossible!Deepak: Can we make the impossible be something innovative? Not about doing more, but about doing things differently, or about trying ideas you had always wanted to try, but couldn't cause the infrastructure/IT risk was too highYou want to try new things and be innovative to meet market demands and win more business, but the infrastructure/IT risk is too high and/or it is too costly to bear without lowering margins to remain price competitiveYou want to commit to more projects but are constrained due to the cost of IT resources and over promising can damage your reputationReduce IT infrastructure costs at the risk of constraining your business growthAcquire managed or hosted capacity – it still requires planning and it may not be flexible to cope with variable demand Rent physical IT resources from third parties – it needs real estate and facilities to install and can be complex and risky!
AgilityCloud Computing Technology (IaaS) that provides you the agility to meet your timelinesFocus on your needs, not on hardware specs. As your needs change, so should your resources.ScalabilityScale up or down depending on usage needs. No capacity restraints. Meet your markets unpredictable demands.ReliabilityLarge, 24x7, dedicated operations teams, Same operations infrastructure and experience as Amazon.com retail sites (Leverage the Efficiency of our Experts / Utilize the skills, knowledge and resources of our experts)Why’s it’s good and differentScale up or down according to your needsDeliver on as many projects as you need with out worry over IT capacity constraintsYou can be innovative and try new things that were impossible to try beforeHow it changes/improves the economicsNo upfront CAPEX costsAllows you to drive your top linePay only for what you use, when you need it
URMYSTARAdvertising solutions for Internet-connected television sets
Apache tomcat StackSupports other languages – working to get those. Focus today is Java DevHow is it different from others today?You retain full control. Dedicated AWS resources , ELB, EC2 instances, etcAny DB you like, SD, RDS, MySQL, Oracle, SQL, etcFull root accessApache and Tomcat are standard – you can move off and on easily – no additional coding or specific changes to have it performYou can have portions outside Beanstalk of your App and it will all work together
We recognize that many agencies deal with highly sensitive client data some of which may contain personally identifiable information such as customer purchasing data, or email addresses. Agencies not only need to receive highly sensitive, customer data from their clients but they need to transfer sensitive campaign data back to them in a highly stable and secure environment. Amazon Virtual Private Cloud (Amazon VPC) lets you provision a private, isolated section of the Amazon Web Services (AWS) Cloud where you can launch AWS resources in a virtual network that you define. Secure and Customizable:Amazon Virtual Private Cloud (VPC) allows you to easily and securely customize yournetwork configuration to handle client data securely. You can leverage multiple layers of security, including security groups and network accesscontrol lists, to help control access to Amazon EC2 instances.All traffic to and from instances in your VPC can be routed over an industry standard, encrypted IPsec hardware VPN connection.
What are the next steps?If you are interested in deploying projects on top of AWS or simply wish to learn more please contact Patrick Prendergast to help get started immediately at: firstname.lastname@example.orgLearn more about the value that AWS provides by visiting case studies page or Economics Center. See specific media industry use cases and learn more about AWS technologies on our Industries section located on AWS.com.And finally, agencies may also learn how to become a member of our Solution Providers Program.All of these resources are located on our Website, aws.amazon.com
Amazon Web Services Revolutionizing Rich Media Marketing Jeff Barr, Senior Web Services Evangelist email@example.com @jeffbarr on Twitter
What Cloud Computing is and what Amazon offers in the Cloud How Amazon Web Service can help solve problems commonly faced in digital marketing Build and scale campaigns Go live with infinite headroom to expand Be more responsive to client needs Where and how you can learn more about using the AWS to help grow your business Today, You Will Learn
Please feel free to: Please use the questions box on your attendee panel and we will address during Q&A Contact us afterward We need your feedback
Amazon's Three Businesses Consumer (Retail)Business SellerBusiness Developers &IT Professionals Tens of millions of active customer accounts Eight countries: US, UK, Germany, Japan, France, Italy, Canada, and China Sell on Amazon websites Use Amazon technology for your own retail website Leverage Amazon’s massive fulfillment center network Cloud computing infrastructure for hosting web-scale solutions Hundreds of thousands of registered customers
Introducing Amazon Web Services AWS provides flexible, scalable, secure, and cost-effective IT infrastructure for businesses of all sizes around the world Compute power, storage, and network bandwidth is available to you on-demand, you pay only for the resources you use… …running on scalable, reliable, and secure infrastructure operated by Amazon Web Services, based on the knowledge gleaned from over a decade of building efficient and dependable infrastructure for Amazon.com
Key AWS Services for Rich Media Marketing Parallel Processing Amazon Elastic MapReduce Database Amazon RDS and Amazon SimpleDB Elastic BeanStalk Management AWS Management Console CloudFormation VPC Monitoring Amazon CloudWatch
Stakeholder Concerns How can I deliver winning, creative campaigns that use cutting edge technology? How do I reduce the cost of technology and yet always have sufficient capacity? What’s the best way to show my clients the ROI on their campaign? How to I help my firm’s meet launch deadlines and reduce time to market? How do I manage a broad set of customers? How do I avoid being a bottleneck? How can I price my services competitively? Client Facing Internal Technology Groups Amazon Web Services
How can I deliver winning creative campaigns that use cutting edge technology? In your business, you need to provide both creativity and technology for your clients Rich, interactive, multi-media marketing campaigns come with complex technological demands Campaign success tied to available and flexible technology Traditional technology solutions haven’t evolved to meet your business needs Need to plan for peak capacity, negotiate contracts, lock in to a vendor, etc
How can I deliver winning creative campaigns that use cutting edge technology? In contrast, Amazon Web Services are: Simple Easy to get started Agile No lock-in or long term commitments Flexible Wide range of technology available on demand
How can I deliver winning creative campaigns that use cutting edge technology? Customer Example: ATTIK Scion ‘Reinvent the Wheels’ Campaign ATTIK, a full-service advertising agency, took Scion to the next level by deploying a reality series powered by AWS that delivered more than 5TB of data in one month, to hundreds of thousands of viewers. How AWS services were utilized: Web server was run on Amazon EC2 Static assets stored on Amazon S3 Video streaming through Amazon CloudFront In 4 months, well over half a million viewers have already watched the "Reinvent The Wheels" episodes online.
How can I deliver winning creative campaigns that use cutting edge technology? Customer Example: ATTIK (cont...) "This unique campaign allows us to showcase the compelling stories of three emerging artists as they transform a car with limited time and resources. This approach provides a level of engagement not seen before in traditional advertising," said Jack Hollis, Vice President, Scion. "In addition, we're providing a new access point for the creative community to explore, get inspired and to stay connected with the brand."
What’s the best way to show my clients the ROI on their campaign?
You need to show your clients the value of what you do
Often difficult to turn analytics into insight
This traditionally would mean late nights with a spreadsheet … and a little guesswork
Manually consolidate multiple databases, third party data, etc
Usually a lengthy process with considerable lag times
What’s the best way to show my clients the ROI on their campaign? Amazon CloudFront Performance Logs: Amazon CloudFront’s Access Logs Detailed information about requests made for your content delivered through Amazon CloudFront - AWS’s content delivery service Amazon Elastic MapReduce LogAnalyzer Generate usage reports formatted as tab delimited text files More Info: developer.amazonwebservices.com/connect/entry.jspa?externalID=2440
What’s the best way to show my clients the ROI on their campaign? The Amazon Web Services solution: Amazon Elastic MapReduce Elastic MapReduce (Hadoop) helps you analyze large volumes of data from your website logs, Amazon CloudFrontlogsand any other data source (e.g., A/B testing) Benefits: Business Intelligence “in the cloud” means on demand campaign analytics Better campaign performance analysis provides you better control over campaign behavior Helps you deliver powerful campaign ROI effectively to your clients Example of Contextual Advertising with Elastic MapReduce: http://aws.amazon.com/articles/2855?_encoding=UTF8&jiveRedirect=1
What’s the best way to show my clients the ROI on their campaign? Customer Example: Razorfish Razorfish a Top-tier digital advertising and marketing firm Client: Top 10 retailer Analysis of non-personally identifiable data from browsing sessions Process 3.5 billion records and 71 million cookies a day on client’s click stream transaction logs Completed development and testing of first client project in 6 weeks Ongoing processing time required is now 17% of original effort (8 hours vs. 2+ days previously) and ROAS for client increased by 500% Collect Click Stream Data Analyze Click Stream Data Inspect Results Optimize Campaign
How do I manage a broad set of customers? Your business is unpredictable – projects come and go, and managing multiple campaigns is overwhelming Seasonality (e.g., holidays) and other factors (e.g., TV sweeps) can causes technology resource planning problems Delivering rich marketing and media across multiple regions can be a challenge to manage Allocating project expenses is difficult Traditionally, this meant building for the peak Planning capacity for peak utilization is expensive Managing multiple technology vendors adds complexity Manually estimate project-specific expenses
How do I manage a broad set of customers? With Amazon Web Services: Scalable Flexible Global Benefits: Commit to deliver, even when campaigns go viral, and never fear technology infrastructure constraints Build it once, customize and deploy it for multiple clients One stop shop for your rich media marketing solution regardless of geographic dependencies Clear technology cost allocation on a per project basis
How do I manage a broad set of customers? Customer Example: Optaros
Open ecommerce SaaS solution uses that Amazon EC2 to provide auto-scaling
Working with PUMA to create a common set of web services tied to PUMA’s back end systems
These web services provide a standard approach across microsites to enable more compelling user experiences in a cost-effective manner
How to I help my firm meet launch deadlines and reduce time to market? Campaign deadlines make timely procurement and provisioning of technology resources difficult You don’t always have the forecast and pipeline information available in advance You have limited budgets “Success Disaster” You over acquire technology infrastructure and much of it goes unused Or you don’t have enough capacity and have unhappy clients The traditional solution To meet time sensitive and unpredictable demands, costly technology resources must be procured well in advance of the campaign
How to I help my firm meet launch deadlines and reduce time to market? The AWS solution Cloud Computing technology (IaaS) provides you:
Meet your deadlines
Leave the heavy lifting to AWS and focus on key differentiators
Scale up & down to meet unpredictable needs of viral campaigns; pay only for what you use
How to I help my firm meet launch deadlines and reduce time to market? Customer Example: Sorenson Media Sorenson 360, a SaaS-based video platform, is architected entirely on top of Amazon Web Services. Charles Sismondo, VP Engineering: “We are able to shave months off planning and development time on all product-related builds, and customized Sorenson 360 Enterprise deal time-to-market is significantly diminished … Amazon has taken the hardware purchasing pain out – now we have instant scalability and surefire capacity planning. And last but not least, our pricing, built atop AWS, has been far easier and more transparent (and more cost effective!).”
How do I reduce the cost of technology and yet always have sufficient capacity? You want to innovate, meet client demands, and win more business, but… The infrastructure/technology risk is too high May need to lower margins to remain price competitive Over promising can damage your reputation There’s a limit to how much you’d want to scale The traditional solution Reduce technology costs at the risk of constraining your business growth Acquire managed or hosted capacity Rent physical IT resources from third parties
How do I reduce the cost of technology and yet always have sufficient capacity? The AWS solution: Benefits: Focus on your needs, not on hardware specs Scale up or down depending on usage needs; no capacity constraints Large, 24x7, dedicated operations teams, same operations infrastructure and experience as Amazon.com retail sites You can be innovative and try new things that were too difficult to try Self-serve model (API, Management Console) Run existing commercial and open source applications Agility Scalability Reliability
How do I reduce the cost of technology and yet always have sufficient capacity? Customer Examples Indianapolis 500 Hosting 3.1 million unique visitors on Indy500.com Streaming live race feeds 100k high resolution images on Amazon S3 Able to save over 50% in costs Animoto Animoto’s large scale implementation Scale: 50 servers to 5000 servers in 3 days Urmystar Amazon S3 & CloudFront eliminate the need to manage or own any hardware Scales storage as needed bringing significant cost savings
Flexible Architecture with AWS Your Code Commercial Apps Open Source Apps Joomla, Drupal, WordPress, … Any Programming Language(PHP, Perl, Python, Java, etc.) Amazon Relational Database Service (Amazon RDS) Windows or Linux (Your Choice) Elastic Block Storage Elastic IP Address Amazon Elastic Compute Cloud (Amazon EC2) Auto Scaling Load Balancing Monitoring
AWS Reference Architectures Content Hosting Simple Dynamic Site Complex Dynamic Site Amazon S3 (Storage) Amazon CloudFront (Content Distribution) Web Browser Web Browser Amazon EC2 (Processing / Hosting) Database Storage Auto Scaling Amazon EC2 (Processing / Hosting) Amazon RDS (Hosted MySQL) Web Browser Elastic Load Balancing Amazon EC2 (Processing / Hosting)
In Summary: Comparing The Two.. Traditional Cloud Design site Predict traffic Forecast & budget Get budget approval ($$$) Arrange for hosting Upload Initiate campaign Monitor, scale, worry Reap benefits Design site Get budget approval ($) Upload Initiate campaign Reap benefits
Call to Action Be prepared for the upcoming shopping season! If you are interested in deploying projects on top of AWS or simply wish to learn more please contact Patrick Prendergast to help get started immediately at: firstname.lastname@example.org Learn more about AWS: Case Studies: http://aws.amazon.com/solutions/case-studies/ Economics Center: http://aws.amazon.com/economics/ Media & Entertainment industry use cases: http://aws.amazon.com/mediaandentertainment/ AWS Solution Providers Program: http://aws.amazon.com/solutions/solution-providers/program/ Even more at: http://aws.amazon.com/
Q&A Please enter your question(s) into the questions section of the webinar attendee panel (live session only)