Big Data Marketing in the AWS Cloud: Improving Cross-Media Effectiveness - Webinar

Big Data Marketing in the AWS Cloud: ImprovingCross-Media Effectiveness

Welcome Sheri Sullivan Senior Marketing Manager Global SI Ecosystem Amazon Web Services

Webinar Overview• Submit Your Questions using the Q/A tool.• A copy of today’s presentation will be made available on: • AWS SlideShare Channel@ http://www.slideshare.net/AmazonWebServices/ • AWS YouTube Channel@ http://www.youtube.com/user/AmazonWebServices Special Note: Today’s Webinar is being recorded.

What We’ll Cover• Intro to AWS Database and Big Data Services• Customer Use Cases and Solutions• Delivering Cross-Media Analytics• MarketShare Planner Platform

John Gannon AWS BusinessDevelopment Manager jgannon@amazon.com

Big Data and Databases on AWS Managed services designed to reduce administration, accelerate deployment, and minimize the cost of analysis and experimentation DynamoDB Schema-less data store that enables fast deployment of new applications without the burden of database administration Relational Database Service (RDS) Manage existing database applications without the effort required to provision, upgrade, backup and scale highly available instances ElastiCache Accelerate data retrieval performance by caching data in memory and avoiding slower disk-based systems Elastic MapReduce (EMR) Hadoop-based infrastructure service enabling the parallel processing of massive amounts of data

Amazon Relational Database ServiceRDS is a fully managed Relational database service that issimple to deploy, easy to scale, reliable and cost-effective Choice of Database Engines Fully Managed Service Push Button Scalability Fault Tolerance with Multi-AZ Works with EC2 & ElastiCache

Amazon DynamoDBDynamoDB is a fully managed NoSQL databaseservice that provides extremely fast andpredictable performance with seamless scalability Authors of NoSQL Zero Administration Low Latency SSD’s Unlimited Potential Storage and Throughput

AMAZON ELASTIC MAPREDUCE Reduces complexity & cost of Hadoop Management Integrates with AWS Services and 3rd Party vendors Highly customizable

Operated 2 million+ Hadoop clusters last year

Amazon EMR is the #1 Enterprise Hadoop SolutionAWS is “the mostprominent Hadoop cloudservice provider” and“leads the pack (ofLeaders) due to itsproven, feature-rich ElasticMapReduce service…”-The Forrester Wave™:Enterprise HadoopSolutions Q1 2012

Success StoryBusiness Challenge Needed a real-time analytics tool to determine dynamic live event pricing during the ticket sales life cycle Optimize event ticket pricing, improve yield management & generate incremental revenueAWS Services Elastic Load Amazon Elastic Amazon SimpleDB Amazon Simple Balancer MapReduce Amazon CloudWatch Email Service (SES)Business Benefits Ease of use, reducing developers’ infrastructure management time by 3 hours per day Estimated 80% cost reduction annually, compared to fixed service costs

Anupam Singh MarketShare VP, Technologyasingh@marketshare.com

Elastic Data ManagementMulti-Cluster, Elastic, Failure Resistant

Who we are MarketShare MarketShare Planner™ Price™ The global marketer partner of choice MarketShare MarketShare for understanding, optimizing and 360™ Optimizer™ driving revenue MarketShare Platform Cloud modeling | Saas infrastructure | Data connectors• Recognized industry leader Risky Strong• Bets Contenders Performers Leaders Cloud-based software solutions Strong• Over half the Fortune 100• Strong media and agency Current Offering partnerships• Global presence Weak Weak Strategy Strong

Terabytes per 1000+ variables customer Data ArchitectClient Data ETL Reportin Modeling g Sim-OptFTP Scale Complex Modeling Simulation Engineer Modeling Sim-Opts Tool Stack Production Stack Stack Tables Tables Tables Tables Application Modeler100+ Customers 100+ data sources

Brand Product Earned media ETL Organic search Reporting Modeling Innovation Quality Events Conferences Controllable Bing WOM Google Trade shows Sales Blogs Social media Twitter Awareness Training Owned PR Facebook Service Support media Commerce Simulatio Website Content Consideration DisplaysFTP n Shelf space In store Google Paid Search Bing Discounts Purchase Bundles Banner Ads Coupons Promotions Display Video Ads Magazine Offering Print Newspaper Pricing Competition TV Applicati Radio on Broadcast Signs Interest Seasonality Digital rates Non- Stock market signage Catalog Direct Mobile controllable mail email Paid media Economy Outdoor Direct

ETL Reporting Modeling SimulationFTP Application

ETL Reporting Modeling SimulatioFTP n Applicati on

ETL Reporting Modeling SimulationFTP Application

Many applications in productionMarketing Efficiency Attribution Dynamic Pricing

The Technology That Makes It PossibleElastic Cloud™ AWS Amazon EC2 Amazon EC2 Permanent Instances On-Demand Instances EC2 EC2 Amazon Instance Instance Elastic MapReduce Elastic Load Balancer Web App Server Server AWS Amazon EC2 Amazon Permanent Instances Managed Storage EC2 EC2 RDS Database Amazon Simple Instance Instance Instance Storage Service (S3) Web App Serve Serve r r

Giant Hadoop clusterISSUE 1  Overwhelmed for small periods  Unused for large periods

Partition the data pipelineSOLUTION 1  Identify independent data sources  Redesign ETL for independent stages

Cluster proliferationISSUE 2  Manual bring up and tear down of clusters  Dramatic increase in maintenance costs

Cluster proliferationSOLUTION 2 Use Elastic Map Reduce Dynamically change the size of cluster based on:  Volume of data & Historical performance Amazon EC2 Amazon EC2 Amazon EC2 On-Demand Instances On-Demand Instances On-Demand Instances Amazon Amazon Amazon Elastic MapReduce Elastic MapReduce Elastic MapReduce

Too many failure points ISSUE 3 Amazon EC2 On-Demand Instances Amazon Elastic MapReduce Jobs fail after ~90% completion Amazon Rerunning costs $$$ Managed Storage Amazon Simple Storage Service (S3) Amazon EC2 Amazon EC2 Amazon EC2 Amazon EC2 On-Demand Instances On-Demand Instances On-Demand Instances On-Demand Instances Amazon Amazon Amazon Amazon Elastic MapReduce Elastic MapReduce Elastic MapReduce Elastic MapReduce

Invent technology for partial restartsSOLUTION 3 Amazon EC2 On-Demand Instances Amazon Elastic MapReduce Collect job stats obsessively Amazon Managed Storage Restart based on Amazon Simple patented technology Storage Service (S3) called PauseNPlayTM Amazon EC2 Amazon EC2 Amazon EC2 On-Demand Instances On-Demand Instances On-Demand Instances Amazon Amazon Amazon Elastic MapReduce Elastic MapReduce Elastic MapReduce

SummaryDesign your data pipeline for a multi-cluster environment • Write Configurable ETL to become independent, partitioned workflows • A cluster that stays up the entire month is not elastic Save your intermediate results in low cost storage • Think about compression • Do not underestimate schema complexityLoosely coupled architecture has failure points • Save state obsessively • Build restart-ability into your architecture

Programs to help you get started with Big Data on AWS Big Data EMR Discovery EMR Training Bootcamp WorkshopIdentify and prioritize target Deploy a sample use case 3 day intensive Big Data use cases with real customer data developer training

EMR Training Schedule• Los Angeles, CA – 10/16-10/18• Boston, MA – 10/30-11/1• Mountain View, CA – 11/13-11/15• Dallas, TX – 11/27-11/29• New York, NY – 12/11-12/13Visit http://bit.ly/AWS_EMR_Training for class details and registration

Questions?Contact:William MerchanVP, Business DevelopmentMarketSharewmerchan@marketshare.comJohn GannonBusiness Development Manager, AWSjgannon@amazon.com

Big Data Marketing in the AWS Cloud: Improving Cross-Media Effectiveness - Webinar

by Amazon Web Services on Oct 09, 2012

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