The Evolution of Platforms - Drew Kurth and Matt Comstock

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  • ERP SystemsComplex ImplementationsLonger release cyclesLarge internal IT infrastructure Controlled staff with best practices built-inASPTook on Hosting and MaintenanceHigh cost of adding to or maintaining custom versions of commercial softwareDidn’t achieve durable cost-savings through consolidation and multi-tenancyStruggled against internet bandwidth growing pains
  • * Hard to get to the data* Very guarded * You only get structured access to the dataIn recent years Oracle, IBM, Microsoft and SAP between them have spent more than $15 billion on buying software firms specialising in data management and analyticsThis industry is estimated to be worth more than $100 billion and growing at almost 10% a year, roughly twice as fast as the software business as a whole.“Every day I wake up and ask, ‘how can I flow data better, manage data better, analyse data better?” says Rollin Ford, the CIO of Wal-Mart.80-90% of data produced today is unstructuredGrowing cost of data systems as percentage of IT spend3Vs - Volume, velocity, variety
  • Salesforce.com, founded 1999Pioneered SAASApps built for Internet Pay for usageMoved from long release and install cycles to rapid frequent releasesSinge code based/multi-tenancy Cloud infrastructurePierced the wall of the enterprise for scaling numbers of users
  • Such astronomical amounts of information can be found closer to Earth too. Wal-Mart, a retail giant, handles more than 1m customer transactions every hour, feeding databases estimated at more than 2.5 petabytes—the equivalent of 167 times1990 –Big data is more than simply a matter of size; it is an opportunity to find insights in new and emerging types of data and content, to make your business more agile, and to answer questions that were previously considered beyond your reach – ibmThe amount of digital information increases tenfold every five years Challenges - ensuring data security and protecting privacy is becoming harder as the information multiplies and is shared ever more widely around the world.Chief information officers (CIOs) have become somewhat more prominent in the executive suite, and a new kind of professional has emerged, the data scientist, who combines the skills of software programmer, statistician and storyteller/artist to extract the nuggets of gold hidden under mountains of data. Hal Varian, Google’s chief economist, predicts that the job of statistician will become the “sexiest” around. Data, he explains, are widely available; what is scarce is the ability to extract wisdom from them.Source: McKinsey & Company report. Big data: The next frontier for innovation, competition, and productivity. May 2011.
  • Open accessLots of dataVariousThe 3 Vs – volume, velocity, varietyKeep data longerGet data out of silosEnable analytics experimentationDrive the creation of new products / services quicklyOutcome justifies new infrastructureThe 3 Vs of Big Datavolume, velocity, varietyKeep raw data for a long timeProduce a new analytics view on-demand (ELT)Copy the data, get it out of silosAnalytics experimentation lower incremental costCreate new products / services quicklyOutcome justifies new infrastructure
  • These benefits are affordable for everyone
  • Top performing companies are applying cutting edge big data techniques across all stages and channels of interaction with their customers.There’s already a gap between those companies and their competitors, who don’t have the capability or inclination to utilize these techniques.
  • Open Services ArchitectureConstantly evolvingSecureScalable Hosted, Managed service offered via SAAS
  • Offering DetailsHosted cloud infrastructure leveraging over 1Petabyte of data across digital (paid, owned, earned) and offline mediaAccess and integration with media toolsDynamic segmentation and targetingSegmentation and targeting management toolsScenario modelingBenefits360° personalization across digital channelsMore efficient and effective media spendIntegrated insights to inform planningAbility to monetize owned data
  • The Evolution of Platforms - Drew Kurth and Matt Comstock

    1. 1. Evolution of PlatformsWHAT YOU SHOULD LOOK FORDrew Kurth, CEO Razorfish Platforms; Matt Comstock, VP Business Intelligence
    2. 2. Evolution of PlatformsWhat should you look for
    3. 3. Drew Kurth, CEO Razorfish PlatformsMatt Comstock, VP Business Intelligence
    4. 4. Changing approach to enterprise platforms SAASDeployment Approach Digital Marketing CRM Commerce ERP On Financials HRMS Premise Speed of Innovation adoption
    5. 5. Some Context – ERP and ASPLate 1990s just 15 years ago!ERP Systems – Complex Implementations – Longer release cycles – Controlled staff with best practices built-inASPs – Took on Hosting and Maintenance – Didn’t achieve durable cost-savings – Struggled against internet bandwidth growing pains
    6. 6. Data Management• 1990’s – OLTP Systems kept only current records and minimal history – Analytics systems kept only conformed / cleaned / digested data (ETL) – Unstructured data locked away in operational silos – Archives offline on tape machines – Answering new questions required system redesigns
    7. 7. Platform deployment shiftASP SAAS Hosted Existing Applications Apps native to internet Perpetual License Pay-as-you-go Single instance Multi-tenant
    8. 8. Changing approach to enterprise platforms SAASDeployment Approach Digital Marketing CRM Commerce ERP On Financials HRMS Premise Speed of Innovation adoption
    9. 9. Platform growth not slowing down Saas Spending
    10. 10. Platform growth not slowing down “In 2000, running a basic Internet application was approximately Hosting, Storage, $150,000 a month today its about Hardware and $1,500 a month (in AWS)” Processing Costs - Marc Andreessen
    11. 11. The Industrial Revolution of Data• Processing Speed – 1993 - it takes 10 years to decode the human genome – 2003 - it can now be achieved in one week• Data Volume – 2012 - 90% of the data in the world today has been created in the last two years alone.
    12. 12. Data Management 20062012 and Beyond Hadoop at Yahoo! – The 3 Vs – volume, velocity, variety 40K+ Servers – Keep data longer 170PB Storage – Get data out of silos 5M+ Monthly Jobs – Enable analytics experimentation 1000+ Active Users – Drive the creation of new products / services quickly – Outcome justifies new infrastructure
    13. 13. Evolution of PlatformsWhat Razorfish has learned along the way
    14. 14. What we have learnedSpeed Frequent feature releases guided by robust roadmap
    15. 15. What we have learnedOpen • Service Oriented Architecture (SOA) • Consider open standards like Apache Sling, Apache Felix (OSGI), JCR, XML/REST, etc • Constantly analyze and monitor Build for integration
    16. 16. What we have learnedSecure User data and content privacy, storage and transmission security. Security gets baked in, processes handle compliance
    17. 17. What we have learnedScale Global availability and performance offer flexibility and cost control benefits
    18. 18. What does this mean for digital marketing?
    19. 19. Digital Marketing has some unique needs• Constant changing consumer behavior• Speed of innovation adoption is critical• Integrated data increasingly driving more decision-making across marketing• Ideation can’t be automated, it must be enabled• Data, data everywhere, not an insight in sight
    20. 20. Data can create competitive advantageClients and agencies with a data-driven marketing engine that can informs whento change and provide the levers to rapidly implement that change will win
    21. 21. Our Digital Marketing Platform• Meet Fluent TM –Purpose built for digital marketing, by marketers –Integrates core components of robust digital marketing –Leverages years of marketing technology software development experience –Hosted, managed service offered via SAAS
    22. 22. TMFluent A digital marketing technology platform. It provides marketers and agencies with a single, integrated software application to target, distribute, and manage multi-channel digital campaigns and experiences.
    23. 23. Marketing Central™ Offering Details » Robust Security + User Management » Personalized Dashboards » Workspaces » Team Collaboration Benefits » Planning and optimization of marketing strategies and executions » Collaboration and re-use » Governance, operational compliance and control
    24. 24. Fluent Targeting™ Advanced Segmentation Offering Details » Data warehouse, variety of digital and offline media sources » Create and manage segments » Create targeting rules, (cross-channel) » Scenario modeling Cross Channel Targeting Benefits » Holistic personalization across digital channels » More efficient and effective media Ad Server & spend Ad Exchange Web & Mobile Email » Integrated insights to inform planning Call Center Social Media
    25. 25. Fluent Insights™Offering Details » Data-Visualization across all channels » Ability to easily integrate custom data » Robust data management and workflowsBenefits » Holistic view of marketing performance » Holistic view of audiences performance and preferences » Integrated insights to inform planning and drive innovation 25
    26. 26. Flexible Big Data Architecture 400+ AWS Servers 400 Billion impressions processed in 2011 1 Petabyte in storage 90 days of media data process in 4 hours Process 5.5 Terabytes daily Targeting Segmentation Definition Advanced AnalyticsDigital Media (Attribution, MMM, Stacking Site Behavior SQL-MapReduce Effect) Social Offline AWS EMR & Hadoop Target and & Optimization Media Capture Client Custom Analyze Reporting Touch Data Report Points DW Partition Central System of Record Client Side Data ETL Platform DW Partition Custom Client Integration Data Steward OLAP Portal 26
    27. 27. Fluent Experience Publishing™• Features » Code + component library » Rapid deployment scripts » Consolidated CMS + DAM » Content publishing across devices » Content distribution to 3rd party platforms » Open architecture enables integration » Compliance, performance, and security monitoring• Benefits » Increase speed to market » Scale for innovation » Ensure brand consistency » Control costs and risk 27
    28. 28. Your TakeawaysTime is right for an integrated approach to digital marketingtechnologiesDigital Marketing has specific needs we can address: Speed: fast adoption of innovation Bring big data to enable decision-making Scalability with cost controls Flexibility to enable ideation
    29. 29. Evolution of PlatformsThank You

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