AWS Empowering Digital Marketing - September 2013

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An insight into how digital marketing organisations use Amazon Web Services and the benefits that our services bring to their business.

Phil Fitzsimons, Media Solutions Architect, AWS

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AWS Empowering Digital Marketing - September 2013

  1. 1. AgendaAgenda  AWS Background  Why are Digital Agencies using AWS?  Key AWS services  Customer Success Stories “Fitz” (Philip Fitzsimons), Solutions Architect
  2. 2. Consumer Business Tens of millions of active customer accounts Eight countries: US, UK, Germany, Japan, France, Canada, China, Italy Seller Business Sell on Amazon websites Use Amazon technology for your own retail website Leverage Amazon’s massive fulfillment center network IT Infrastructure Business Cloud computing infrastructure for hosting web-scale solutions Hundreds of thousands of registered customers in over 190 countries
  3. 3. Deep experience in building and operating global web scale systems About Amazon Web Services ? …get into cloud computing?…get into cloud computing? How did Amazon…How did Amazon…
  4. 4. • $5.2B retail business • 7,800 employees • A whole lot of servers Every day, AWS adds enough server capacity to power that whole $5B enterprise GrowthGrowth
  5. 5. No Capex, pay for what you use Go Global in Minutes Low Total Cost of Ownership Easily Scale Up and Down Improve Agility & Time-to-MarketLow Ongoing Cost Deploy Why are Digital agencies using AWS?Why are Digital agencies using AWS?
  6. 6. On-Premises $0 to get started Pay as you go No capex, pay for what you useNo capex, pay for what you use
  7. 7. Samsung Improved their Product Experience with AWS Saved $34 Million 85% savings versus traditional hosting Customer SuccessCustomer Success
  8. 8. Scale allows us to constantly reduce our costs We are comfortable running a high volume, low margin business We pass the savings along to our customers in the form of low prices Low CostLow Cost
  9. 9. Orange Digital uses AWS for dynamic webapps Web traffic reaches 4 Billion requests per month Legacy architecture was over-provisioned 90% of the time Infrastructure team went from 9 to 4 Customer SuccessCustomer Success
  10. 10. On-Premises Experiment Infrequently Failure is expensive Less Innovation Experiment Often Fail quickly at a low cost More Innovation $ Millions Nearly $0 Improve Agility and Time to MarketImprove Agility and Time to Market
  11. 11. Shell uses AWS to Develop Software Faster and Cheaper Remote Team Core Development Team Extra Development Resources Contractor Team Customer SuccessCustomer Success
  12. 12. Data Centers Power Cooling Cabling Networking Racks Servers Storage Labor Buy and install new hardware Setup and configure new software build or upgrade data centers We take care of it… So you don’t have to … Low Total Cost of OwnershipLow Total Cost of Ownership Deploy
  13. 13. Lionsgate uses AWS To host SharePoint & SAP Amazon VPC Avoided data center build out Saved $1M over 3 years 50% lower cost than hosting options Customer SuccessCustomer Success Deploy
  14. 14. Go Global in MinutesGo Global in Minutes
  15. 15. Thomson Reuters uses AWS to distribute content globally Simon Ball Global Head of Operations, Multimedia Delivery, and Infrastructure “What can be achieved by using the cloud is far easier than we anticipated. AWS is in a different league in terms of elasticity. Other providers simply weren’t capable of offering the scalability we require.” Reduced operating costs by 40% Customer SuccessCustomer Success
  16. 16. Self Hosting Waste Customer Dissatisfaction Actual demand Predicted Demand Rigid Elastic Actual demand AWS Easily Scale Up and DownEasily Scale Up and Down
  17. 17. Viral MarketingViral Marketing Bursty campaignBursty campaign TV Ad driven campaignTV Ad driven campaign On Premise UtilisationOn Premise Utilisation Click Stream AnalyticsClick Stream Analytics
  18. 18. Elastic capacityElastic capacity Click Stream AnalyticsClick Stream Analytics WASTEWASTE CUSTOMER DISSATISFACTIONCUSTOMER DISSATISFACTION Viral MarketingViral Marketing Bursty campaignBursty campaign TV Ad driven campaignTV Ad driven campaign
  19. 19. Elastic capacityElastic capacity Click Stream AnalyticsClick Stream Analytics Viral MarketingViral Marketing Bursty campaignBursty campaign TV Ad driven campaignTV Ad driven campaign
  20. 20. Lamborghini uses AWS for Dynamic Webapps Reduced infrastructure costs by 50% Reduced time to market to near Zero Customer SuccessCustomer Success
  21. 21. High profile digital campaign with unpredictable traffic patterns To deliver highly available production websites Digital campaigns for customer across the globe Examples of Digital AgenciesExamples of Digital Agencies “AWS gives our clients fantastic scaling flexibility, allowing us to support significant variances in traffic that occur during typical marketing campaigns.” Jake Morris, Technical Director, DARE
  22. 22. Digital Advertising ToolkitDigital Advertising Toolkit AWS Global Infrastructure Application Services Networking Deployment & Administration DatabaseStorageCompute Requirement AWS Marketing Campaign ✔ Production Website Dev & Test ✔ Mobile Application ✔ Email Campaign ✔ Line of Business Application ✔ Data Analytics ✔ Backup and DR ✔ Data Centre ✔ ✔
  23. 23. Global InfrastructureGlobal Infrastructure RegionRegion US-WEST (N. California)US-WEST (N. California) EU-WEST (Ireland)EU-WEST (Ireland) ASIA PAC (Tokyo) ASIA PAC (Tokyo) ASIA PAC (Singapore) ASIA PAC (Singapore) US-WEST (Oregon)US-WEST (Oregon) SOUTH AMERICA (Sao Paulo) SOUTH AMERICA (Sao Paulo) US-EAST (Virginia)US-EAST (Virginia) GOV CLOUDGOV CLOUD ASIA PAC (Sydney) ASIA PAC (Sydney)
  24. 24. Availability ZoneAvailability Zone High AvailabilityHigh Availability
  25. 25. Amazon EC2 Auto Scaling Elastic Load Balancing Actual EC2 Elastic Virtual servers in the cloud Dynamic traffic distributionAutomated scaling of EC2 capacity Scalable ComputeScalable Compute
  26. 26. Amazon EBS EBS Block storage for use with Amazon EC2 Amazon S3 Images, Videos, Files Binaries, Snapshots Internet scale storage via API AWS Storage Gateway S3, Glacier Integrates on-premises IT and AWS storage Amazon Glacier Storage for archiving and backup Storage ServicesStorage Services Images, Videos, Files Binaries, Snapshots Web Scale Apps Enterprise Storage
  27. 27. Amazon CloudFrontAmazon RDS Amazon SES distribute content globally Managed relational database service Transaction bulk email service DB A Amazon CloudSearch Managed search service Application ServicesApplication Services Amazon Elastic Transcoder
  28. 28. Amazon EMR (Elastic Map Reduce) Amazon Redshift AWS Data Pipeline Hosted Hadoop framework Petabyte-scale data warehouse service Move data among AWS services and on- premises data sources Big Data ServicesBig Data Services
  29. 29. Amazon CloudWatch AWS IAM (Identity & Access Mgmt) AWS OpsWorks AWS CloudFormation AWS Elastic Beanstalk Web App Enterprise App Monitor resources Manage users, groups & permissions Dev-Ops framework for application lifecycle management Templates to deploy & manage Automate resource management Getting started quicklyGetting started quickly
  30. 30. Web App ArchitectureWeb App Architecture Brand name, SEO findability Brand name, SEO findability Speed, Performance Speed, Performance Appearance, Brand, style Appearance, Brand, style Behaviours, journeys Behaviours, journeys Memory, Dynamic, personal Memory, Dynamic, personal Workflow storage Workflow storage Big data, Social Big data, Social
  31. 31. Web App ArchitectureWeb App Architecture
  32. 32. Web App ArchitectureWeb App Architecture
  33. 33. Master Account aws.invoices@agency.com Cost AttributionCost Attribution
  34. 34. Customer B customerb@agency.com User2 Dev2 Admin2 IAM Master Account aws.invoices@agency.com consolidated billing information Cost AttributionCost Attribution
  35. 35. Customer B User2 Dev2 Admin2 IAM Tags: Own=Div Proj=P Tags: Own=Div Proj=Q Tags: Own=Div Proj=R Master Account aws.invoices@agency.com consolidated billing information Tags: (key- value) e.g Own=Div Proj=R Cost AttributionCost Attribution customerb@agency.com
  36. 36. Operating Co. A admin@opcoa.com User1 Dev1 Admin1 IAM Tags: Own=OpCo Proj=A Tags: Own=OpCo Proj=B Tags: Own=OpCo Proj=C Customer B User2 Dev2 Admin2 IAM Tags: Own=Div Proj=P Tags: Own=Div Proj=Q Tags: Own=Div Proj=R Business Unit C admin@busUnitC.com User3 Dev3 Admin3 IAM Tags: Own=BusC Proj=X Tags: Own=BusC Proj=Y Tags: Own=BusC Proj=Z Master Account aws.invoices@agency.com consolidated billing information Cost AttributionCost Attribution customerb@agency.com
  37. 37. Operating Co. A admin@opcoa.com User1 Dev1 Admin1 IAM Tags: Own=OpCo Proj=A Tags: Own=OpCo Proj=B Tags: Own=OpCo Proj=C Division B admin@divisionB.com User2 Dev2 Admin2 IAM Tags: Own=Div Proj=P Tags: Own=Div Proj=Q Tags: Own=Div Proj=R Business Unit C admin@busUnitC.com User3 Dev3 Admin3 IAM Tags: Own=BusC Proj=X Tags: Own=BusC Proj=Y Tags: Own=BusC Proj=Z Master Account aws.invoices@agency.com consolidated billing information Predictive Cost ModelingPredictive Cost Modeling
  38. 38. CertificationsCertifications Physical Security Datacenters in nondescript facilities Physical access strictly controlled Must pass two-factor authentication at least twice for floor access Physical access logged and audited Physical Security Datacenters in nondescript facilities Physical access strictly controlled Must pass two-factor authentication at least twice for floor access Physical access logged and audited HW, SW, Network Systematic change management Phased updates deployment Safe storage decommission Automated monitoring and self-audit Advanced network protection HW, SW, Network Systematic change management Phased updates deployment Safe storage decommission Automated monitoring and self-audit Advanced network protection Security StandardsSecurity Standards http://aws.amazon.com/securityhttp://aws.amazon.com/security
  39. 39. Foundation Services Compute Storage Database Networking AWS Global Infrastructure Regions Availability Zones Edge Locations Client-side Data Encryption & Data Integrity Authentication Client-side Data Encryption & Data Integrity Authentication Server-side Encryption (File System and/or Data) Server-side Encryption (File System and/or Data) Network Traffic Protection (Encryption/Integrity/Identity) Network Traffic Protection (Encryption/Integrity/Identity) Platform, Applications, Identity & Access ManagementPlatform, Applications, Identity & Access Management Operating System, Network & Firewall ConfigurationOperating System, Network & Firewall Configuration Customer DataCustomer Data Amazon Shared responsibilityShared responsibility You
  40. 40. Gartner Magic Quadrant for Cloud Infrastructure as a Service (August 19, 2013) Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, August 19, 2013. This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report.. The Gartner report is available upon request from Steven Armstrong (asteven@amazon.com). Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. 42
  41. 41. No Capex, pay for what you use Go Global in Minutes Low Total Cost of Ownership Easily Scale Up and Down Improve Agility & Time-to-MarketLow Ongoing Cost Deploy Why are Digital agencies using AWS?Why are Digital agencies using AWS?

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