ClientSummit2010_CloudWorkshop
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ClientSummit2010_CloudWorkshop

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Ray Velez of Razorfish discussed how marketers marketers can more effectively manage the peaks and valleys of marketing campaigns by employing cloud technology at the Razorfish Client Summit in ...

Ray Velez of Razorfish discussed how marketers marketers can more effectively manage the peaks and valleys of marketing campaigns by employing cloud technology at the Razorfish Client Summit in Boston. October 12-14, 2010.

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  • Cloud computing has emerged as one of the hottest topics in marketing. By employing cloud technology, marketers can more effectively manage the peaks and valleys of marketing campaigns. In this workshop, we will discuss the advantages, pitfalls and ways to maximize its effectiveness.
  • Software as a Service Finished leased applicationsInfrastructure as a Service – Developer platforms that abstract away the infrastructure such as operating system and middleware to drive productivityPlatforms as a Service -
  • Yes, I know companies that
  • We can scale up on demand
  • All we need is a credit card, I don’t even need to tell procurement, we can make the Amazon Web Services bill look like a lunch with the boss
  • Now that we just got used to the concept of no physical servers, let’s take it one step further and get rid of operating systems.Platforms are different from infrastructure as a service in that they get rid of a lot of the things needed to manage an operating system and let developers focus on code specifically.
  • Developers and system admins had massive work to deal with, writing code and managing operating system patches, security and tuning.
  • All this results in lower startup costsFaster time to marketMore budget focused on the businessBetter scalabilityIn some cases even procurement goes away
  • Youtube would be the world’s second largest search engine if it sat on it’s ownYoutube’s API’s continue to grow in sophisticationExtend your reach by ensuring better SEO and more social findability
  • Development of a Microsite and a presence across a set of social media platforms for Barbie’s 50th anniversary.In the quarter the campaign ran, Barbie sales increased for the first time in 8 years Over the campaign, Barbie collected 750K unique visitors between her microsite and blogCloud Infrastructure and the on-demand pricing model made it cost effective to scale to the peak traffic volumes.
  • A dashboard highlighting online social activity around specific clientsOptional moderation and queuing of feedsTwitter API, Flickr API, Django, Rackspace CloudCloud Infrastructure provided us with the flexibility to create conference dashboards on demand using a new technology stack.
  • The “Contemporary Style” experience provides a platform to inspire customers with the latest trends and brands elevating the perception of our style and proving that JCPenney has the clothes for her. Customers can mix and match different pieces to create their own outfits (Drag and Drop to build your favorite look)Save, share, and collaborate with other customers in the JCPenney Community, using Facebook integrationCloud Infrastructure allowed us to build an groundbreaking experience that would not have been possible in a locked down transactional environment.
  • The “Contemporary Style” experience provides a platform to inspire customers with the latest trends and brands elevating the perception of our style and proving that JCPenney has the clothes for her. Customers can mix and match different pieces to create their own outfits (Drag and Drop to build your favorite look)Save, share, and collaborate with other customers in the JCPenney Community, using Facebook integrationCloud Infrastructure allowed us to build an groundbreaking experience that would not have been possible in a locked down transactional environment.
  • The “Contemporary Style” experience provides a platform to inspire customers with the latest trends and brands elevating the perception of our style and proving that JCPenney has the clothes for her. Customers can mix and match different pieces to create their own outfits (Drag and Drop to build your favorite look)Save, share, and collaborate with other customers in the JCPenney Community, using Facebook integrationCloud Infrastructure allowed us to build an groundbreaking experience that would not have been possible in a locked down transactional environment.
  • The “Contemporary Style” experience provides a platform to inspire customers with the latest trends and brands elevating the perception of our style and proving that JCPenney has the clothes for her. Customers can mix and match different pieces to create their own outfits (Drag and Drop to build your favorite look)Save, share, and collaborate with other customers in the JCPenney Community, using Facebook integrationCloud Infrastructure allowed us to build an groundbreaking experience that would not have been possible in a locked down transactional environment.
  • I.e. Bundle
  • Security really boils down to auditable and secure process. The cloud providers continue to grow their ability to audit and manage their infrastructures. Recently Amazon passed a PCI compliance certificationEUIn technology architectures realiability really boils down to redundancy, this is built into the way clouds are built. For example, AWS has a presence across regions, leveraging that it’s even easier to build DR into your architecture

ClientSummit2010_CloudWorkshop ClientSummit2010_CloudWorkshop Presentation Transcript

  • Embracing the Cloud
    Ray Velez, Chief Technology Officer
  • Agenda
    What is the cloud?
    What can it do for marketing and your business?
    What are the cloud trends?
    What are the cloud concerns?
    Chat with experts
  • What is the Cloud?
    Presentation Title Goes Here
  • Cloud Definitions
    Cloud computing is Internet-based computing, whereby shared resources, software, and information are provided to computers and other devices on demand, like the electricity grid.*
    *From wikipedia, a cloud based encyclopedia
  • We’re All In
    In March 2010, Microsoft's CEO, Steve Ballmer, made his strongest statement of betting the company's future in the cloud by proclaiming "For the cloud, we're all in" and further stating "About 75 percent of our folks are doing entirely cloud based or entirely cloud inspired, a year from now that will be 90 percent."
    *http://seattletimes.nwsource.com/html/microsoftpri0/2011255515_steve_ballmer_speech_at_uw_were_all_in_for_cloud_c.html
  • Cloud Computing Categories
    Presentation Title Goes Here
    • Salesforce.com
    • Facebook for Web sites
    • Google Docs…
    Software as a Service
    • Windows Azure
    • Google App Engine
    • Heroku…
    Platform as a Service
    • Amazon Web Services
    • Rackspace Cloud
    • Go Grid…
    Infrastructure as a Service
  • Infrastructure as a Service
    Presentation Title Goes Here
  • Spectrum of Infrastructure Capabilities
    On-Premises
    Servers
    Hosted Servers
    Cloud Platform
    New World
    Old World
  • What really changes?
    Embracing the Cloud
    Never touch a physical server again?
  • Superbowl campaign gone wild? Not a problem
    Embracing the Cloud
  • Need to test out a concept before committing?
    Embracing the Cloud
  • What are the advantages?
    Lease vs. own and no sunk cost
    Only use what you need
    Easily scale up and down
    More predictable forecasting
    Start working within minutes
    Self service provisioning
    Embracing the Cloud
  • Platform as a Service
    Embracing the Cloud
    No Operating System
  • What does no operating system mean?
  • From Code Editor to Production
    Embracing the Cloud
  • Software as a Service
    Embracing the Cloud
  • Software as a Service vs. Traditional Software
    Software as a Service
    Procure software licenses
    Learn software and APIs
    Integrate software
    Presentation Title Goes Here
    • Traditional Software Checklist
    • Procure physical hardware
    • Install and manage software
    • Procure software licenses
    • Install physical software licenses
    • Learn software and APIs
    • Integrate software
  • What are the advantages?
    All this results in
    lower startup costs
    Faster time to market
    More budget focused on the business
    Scale up and down without sunk cost
    In some cases even procurement goes away
    Embracing the Cloud
  • Software as a Service and Social Brands
    Presentation Title Goes Here
    Use Facebook authentication and enjoy 15% lift in registrations
    Live Conversation
    • 15-20% increase time on site
    • 5-15% increase in traffic
    Share
    • 2-4% users share
    • 3-10 clicks/share
    Single Sign-On
    • SSO results in 15% increase in registrations
    Login
    Capture and Share
  • Software as a Service and Social Brands
    Presentation Title Goes Here
    Embed You Tube and Let Google Pay the Streaming Fees
  • Software as a Service and Social Brands
    Presentation Title Goes Here
    Build a new business – Social Content Recommendations
  • What does it mean for marketing?
    Embracing the Cloud
  • Marketing & Cloud – A Natural Fit
    CLOUD COMPUTING
    Cloud computing has affected technology marketing in all of these areas, accelerating innovation.
  • Marketing & Cloud – A Natural Fit
    Flexible scaling ties into the campaign needs
    Cost structure – on demand pricing
    Provides the platform and language flexibility that more agile solutions require
    Supports a methodology that is different from a standard software development lifecycle
  • Case Study – Social Microsite
    Social Microsites
    3rd Party Sites
    Core Web Properties
    Mobile Applications
    10 foot Applications
    Web Services
    Cloud Services
    Enterprise Service-Oriented Architectures
  • Marketing & Cloud – A Natural Fit
    Allows for experimentation with newer technologies
  • Case Study – 10 foot Applications
    Social Microsites
    3rd Party Sites
    Core Web Properties
    Mobile Applications
    10 foot Applications
    Web Services
    Cloud Services
    Enterprise Service-Oriented Architectures
  • Marketing & Cloud – A Natural Fit
    Creates natural boundaries between campaign and core transactional systems
    Allows us to differentiate the specific needs for each of these 2 systems
  • Case Study – Core Web Experience
    Social Microsites
    3rd Party Sites
    Core Web Properties
    Mobile Applications
    10 foot Applications
    Web Services
    Cloud Services
    Enterprise Service-Oriented Architectures
  • Marketing & Cloud – A Natural Fit
    Quickly build new businesses from existing assets
    Handle massive amounts of data
  • Case Study – New Web Experience
    Social Microsites
    3rd Party Sites
    Core Web Properties
    Mobile Applications
    10 foot Applications
    Web Services
    Cloud Services
    Enterprise Service-Oriented Architectures
  • Marketing & Cloud – A Natural Fit
    Scale up and down on demand
    Optimize long-term investment
    Embracing the Cloud
  • Case Study – Core Web Experience
    Social Microsites
    3rd Party Sites
    Core Web Properties
    Mobile Applications
    10 foot Applications
    Web Services
    Cloud Services
    Enterprise Service-Oriented Architectures
  • Marketing & Cloud – A Natural Fit
    Target and segment users with huge volumes of data
    Use new cloud based data insight technologies like Amazon’s Elastic Map Reduce
    Embracing the Cloud
  • Case Study – Core Web Experience
    Social Microsites
    3rd Party Sites
    Core Web Properties
    Mobile Applications
    10 foot Applications
    Web Services
    Cloud Services
    Enterprise Service-Oriented Architectures
  • Trends
    Embracing the Cloud
  • Trend 1 – Digital Marketing Platforms
    Marketing organizations are moving from tactical to strategic use of cloud infrastructure
  • Trend 2 – Open APIs
    Cloud infrastructure further fuels the creation of (niche) sites and other distributed experiences, forcing organizations to open up their content, data and applications
  • The cloud provides infinite flexibility around deployment configurations, and therefore must become part of the development lifecycle. Stack-wide control of versioning is vital for thoroughly tested error-free deployments.
    Personality
    Application
    Configurations
    Middleware
    Trend 3 – Development and Deployment are one
    OS
    Size 1
    Size 2
    Size 3
    V1
    V2
    V3
    V1
    V2
    V3
    V1
    V2
    V3
    V1
    V2
    V3
    Infrastructure
  • Trend 4 – The innovation process is changing
    Technology is not a barrier any more around executing marketing ideas, infrastructure and technology constraints are eliminated.
    Concept
    DetailedDesign
    DetailedDesign
    DetailedDesign
    DetailedDesign
    (512) 532-2016
    (512) 532-2016
    Build
    Build
    Build
    Build
    Sprint
    Review
    Sprint
    Review
    Sprint
    Review
    Sprint
    Review
  • Trend 5 – Cloud friendly tools are gaining traction
    Open source software products, frameworks and database technologies developed for the cloud are gaining traction and adoption
    (512) 532-2016
    (512) 532-2016
  • Cloud Computing Concerns
    Security
    Reliability
    Privacy and European Union Regulations
    Balancing existing infrastructure investments
    Rigid compliance needs
    Embracing the Cloud
  • Cloud Computing Consideration Set
    Embracing the Cloud
  • How can you embrace the cloud?
    Offload periodic batch processing
    Churn through data with Google like speed
    Extend you internal infrastructure with virtual private clouds
    Embracing the Cloud
  • Chat with experts….
    Matthew Johnson
    Basel Salloum
    ….
    Embracing the Cloud
  • Thank You
    Ray Velez, Chief Technology Officer