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2011 q2 aws_interactive_agencies_final-revised

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Slide deck from the AWS Cloud Strategies for Advertising Agencies Webinar on April 13th

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2011 q2 aws_interactive_agencies_final-revised

  1. 1. Amazon Web Services Revolutionizing Rich Media Marketing<br />Jeff Barr, Senior Web Services Evangelist<br />jbarr@amazon.com<br />@jeffbarr on Twitter<br />
  2. 2. What Cloud Computing is and what Amazon offers in the Cloud<br />How Amazon Web Service can help solve problems commonly faced in digital marketing<br /> Build and scale campaigns<br /> Go live with infinite headroom to expand<br /> Be more responsive to client needs<br />Where and how you can learn more about using the AWS to help grow your business<br />Today, You Will Learn<br />
  3. 3. Please feel free to:<br />Please use the questions box on your attendee panel and we will address during Q&A<br />Contact us afterward<br />We need your feedback<br />
  4. 4. Amazon's Three Businesses<br />Consumer (Retail)Business<br />SellerBusiness<br />Developers &IT Professionals<br />Tens of millions of active customer accounts<br />Eight countries: US, UK, Germany, Japan, France, Italy, Canada, and China<br />Sell on Amazon websites<br />Use Amazon technology for your own retail website<br />Leverage Amazon’s massive fulfillment center network<br />Cloud computing infrastructure for hosting web-scale solutions<br />Hundreds of thousands of registered customers<br />
  5. 5. Introducing Amazon Web Services<br />AWS provides flexible, scalable, secure, and cost-effective IT infrastructure for businesses of all sizes around the world<br />Compute power, storage, and network bandwidth is available to you on-demand, you pay only for the resources you use…<br />…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<br />
  6. 6. Key AWS Services for Rich Media Marketing<br />Parallel Processing<br />Amazon Elastic MapReduce<br />Database<br />Amazon RDS and <br />Amazon SimpleDB<br />Elastic<br />BeanStalk<br />Management<br />AWS Management Console<br />CloudFormation<br />VPC<br />Monitoring<br />Amazon CloudWatch<br /><ul><li>Elastic Load Balancing</li></ul>Compute<br />Amazon Elastic Compute Cloud (EC2)<br />Storage<br />Amazon Simple Storage Service (S3)<br /><ul><li>AWS Import/Export</li></ul>Storage<br />Elastic Block Storage<br /><ul><li>AWS Import/Export
  7. 7. Auto Scaling</li></li></ul><li>Stakeholder Concerns<br />How can I deliver winning, creative campaigns that use cutting edge technology?<br />How do I reduce the cost of technology and yet always have sufficient capacity?<br />What’s the best way to show my clients the ROI on their campaign?<br />How to I help my firm’s meet launch deadlines and reduce time to market?<br />How do I manage a broad set of customers?<br />How do I avoid being a bottleneck?<br />How can I price my services competitively?<br />Client <br />Facing<br />Internal <br />Technology <br />Groups<br />Amazon Web Services<br />
  8. 8. <ul><li>How can I deliver winning and creative campaigns that use cutting edge technology?
  9. 9. What’s the best way to show my clients the ROI on their campaign?
  10. 10. How do I manage a broad set of customers?
  11. 11. How can I price my services competitively?
  12. 12. How to execute client campaigns on short notice
  13. 13. How to I help my firm’s meet launch deadlines and reduce time to market?
  14. 14. How do I reduce the cost of technology and yet always have sufficient capacity?
  15. 15. How do I avoid being a bottleneck?</li></ul>Challenges Facing Interactive Agencies – Externally and Internally<br />Client Facing<br />Technologists<br />
  16. 16. How can I deliver winning creative campaigns that use cutting edge technology?<br />In your business, you need to provide both creativity and technology for your clients<br />Rich, interactive, multi-media marketing campaigns come with complex technological demands<br />Campaign success tied to available and flexible technology<br />Traditional technology solutions haven’t evolved to meet your business needs<br />Need to plan for peak capacity, negotiate contracts, lock in to a vendor, etc<br />
  17. 17. How can I deliver winning creative campaigns that use cutting edge technology?<br />In contrast, Amazon Web Services are:<br />Simple<br />Easy to get started<br />Agile<br />No lock-in or long term commitments<br />Flexible<br />Wide range of technology available on<br />demand<br />
  18. 18. How can I deliver winning creative campaigns that use cutting edge technology?<br /> Customer Example: ATTIK<br /> Scion ‘Reinvent the Wheels’ Campaign<br />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.<br />How AWS services were utilized:<br />Web server was run on Amazon EC2<br />Static assets stored on Amazon S3<br />Video streaming through Amazon CloudFront<br />In 4 months, well over half a million viewers have already watched the "Reinvent The Wheels" episodes online.<br />
  19. 19. How can I deliver winning creative campaigns that use cutting edge technology?<br />Customer Example: ATTIK (cont...)<br />"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<br />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." <br />
  20. 20. What’s the best way to show my clients the ROI on their campaign?<br /><ul><li>You need to show your clients the value of what you do
  21. 21. Clients demand extensive campaign performance metrics
  22. 22. Often difficult to turn analytics into insight
  23. 23. This traditionally would mean late nights with a spreadsheet … and a little guesswork
  24. 24. Manually consolidate multiple databases, third party data, etc
  25. 25. Usually a lengthy process with considerable lag times</li></li></ul><li>What’s the best way to show my clients the ROI on their campaign?<br />Amazon CloudFront Performance Logs:<br />Amazon CloudFront’s Access Logs<br />Detailed information about requests made for<br />your content delivered through Amazon<br />CloudFront - AWS’s content delivery service<br />Amazon Elastic MapReduce<br />LogAnalyzer<br />Generate usage reports formatted as tab<br />delimited text files<br />More Info:<br />developer.amazonwebservices.com/connect/entry.jspa?externalID=2440<br />
  26. 26. What’s the best way to show my clients the ROI on their campaign?<br />The Amazon Web Services solution:<br />Amazon Elastic MapReduce<br />Elastic MapReduce (Hadoop) helps you analyze large volumes <br />of data from your website logs, Amazon CloudFrontlogsand any other data source (e.g., A/B testing)<br />Benefits:<br />Business Intelligence “in the cloud” means on demand campaign analytics<br />Better campaign performance analysis provides you better control over campaign behavior<br />Helps you deliver powerful campaign ROI effectively to your clients<br />Example of Contextual Advertising with Elastic MapReduce:<br />http://aws.amazon.com/articles/2855?_encoding=UTF8&jiveRedirect=1<br />
  27. 27. What’s the best way to show my clients the ROI on their campaign?<br />Customer Example: Razorfish<br />Razorfish a Top-tier digital advertising and marketing firm<br />Client: Top 10 retailer<br />Analysis of non-personally identifiable data from browsing sessions<br />Process 3.5 billion records and 71 million cookies a day on client’s click stream transaction logs<br />Completed development and testing of first client project in 6 weeks<br />Ongoing processing time required is now 17% of original effort (8 hours vs. 2+ days previously) and ROAS for client increased by 500%<br />Collect Click Stream Data<br />Analyze Click Stream Data<br />Inspect Results<br />Optimize Campaign<br />
  28. 28. How do I manage a broad set of customers?<br />Your business is unpredictable – projects come and go, and managing multiple campaigns is overwhelming<br />Seasonality (e.g., holidays) and other factors (e.g., TV sweeps) can causes technology resource planning problems<br />Delivering rich marketing and media across multiple regions can be a challenge to manage<br />Allocating project expenses is difficult<br />Traditionally, this meant building for the peak<br />Planning capacity for peak utilization is expensive<br />Managing multiple technology vendors adds complexity<br />Manually estimate project-specific expenses<br />
  29. 29. How do I manage a broad set of customers?<br />With Amazon Web Services:<br />Scalable<br />Flexible<br />Global<br />Benefits:<br />Commit to deliver, even when campaigns go viral, and never fear technology infrastructure constraints<br />Build it once, customize and deploy it for multiple clients<br />One stop shop for your rich media marketing solution regardless of geographic dependencies<br />Clear technology cost allocation on a per project basis<br />
  30. 30. How do I manage a broad set of customers?<br />Customer Example: Optaros<br /><ul><li>Open ecommerce SaaS solution uses that Amazon EC2 to provide auto-scaling
  31. 31. Working with PUMA to create a common set of web services tied to PUMA’s back end systems</li></ul>These web services provide a standard approach across microsites to enable more compelling user experiences in a cost-effective manner<br />
  32. 32. How to I help my firm meet launch deadlines and reduce time to market?<br />Campaign deadlines make timely procurement and provisioning of technology resources difficult<br />You don’t always have the forecast and pipeline information available in advance<br />You have limited budgets<br />“Success Disaster”<br />You over acquire technology infrastructure and much of it goes unused<br />Or you don’t have enough capacity and have unhappy clients<br />The traditional solution<br />To meet time sensitive and unpredictable demands, costly technology resources must be procured well in advance of the campaign<br />
  33. 33. How to I help my firm meet launch deadlines and reduce time to market?<br />The AWS solution<br />Cloud Computing technology (IaaS) provides you:<br /><ul><li>Meet your deadlines
  34. 34. Leave the heavy lifting to AWS and focus on key differentiators</li></ul>Agility<br /><ul><li>Scale up & down to meet unpredictable needs of viral campaigns; pay only for what you use
  35. 35. No capacity constraints
  36. 36. Easily implement highly scalable architectures
  37. 37. Be prepared!</li></ul>Scalability<br />
  38. 38. How to I help my firm meet launch deadlines and reduce time to market?<br />Customer Example: Sorenson Media<br />Sorenson 360, a SaaS-based video platform, is architected entirely on top of Amazon Web Services.<br />Charles Sismondo, VP Engineering:<br />“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!).”<br />
  39. 39. How do I reduce the cost of technology and yet always have sufficient capacity?<br />You want to innovate, meet client demands, and win more business, but…<br />The infrastructure/technology risk is too high<br />May need to lower margins to remain price competitive<br />Over promising can damage your reputation<br />There’s a limit to how much you’d want to scale<br />The traditional solution<br />Reduce technology costs at the risk of constraining your business growth<br />Acquire managed or hosted capacity<br />Rent physical IT resources from third parties<br />
  40. 40. How do I reduce the cost of technology and yet always have sufficient capacity?<br />The AWS solution:<br />Benefits:<br />Focus on your needs, not on hardware specs<br />Scale up or down depending on usage needs; no capacity constraints<br />Large, 24x7, dedicated operations teams, same operations infrastructure and experience as Amazon.com retail sites<br />You can be innovative and try new things that were too difficult to try<br />Self-serve model (API, Management Console)<br />Run existing commercial and open source applications<br />Agility<br />Scalability<br />Reliability<br />
  41. 41. How do I reduce the cost of technology and yet always have sufficient capacity?<br />Customer Examples<br />Indianapolis 500<br />Hosting 3.1 million unique visitors on Indy500.com<br />Streaming live race feeds<br />100k high resolution images on Amazon S3<br />Able to save over 50% in costs<br />Animoto<br />Animoto’s large scale implementation<br />Scale: 50 servers to 5000 servers in 3 days<br />Urmystar<br />Amazon S3 & CloudFront eliminate the need to manage or own<br /> any hardware <br />Scales storage as needed bringing significant cost savings<br />
  42. 42. Flexible Architecture with AWS<br />Your Code<br />Commercial Apps<br />Open Source Apps<br />Joomla, Drupal, WordPress, …<br />Any Programming Language(PHP, Perl, Python, Java, etc.)<br />Amazon Relational Database Service (Amazon RDS)<br />Windows or Linux<br />(Your Choice)<br />Elastic Block Storage<br />Elastic IP Address<br />Amazon Elastic Compute Cloud (Amazon EC2)<br />Auto Scaling<br />Load Balancing<br />Monitoring<br />
  43. 43. AWS Reference Architectures<br />Content Hosting<br />Simple Dynamic Site<br />Complex Dynamic Site<br />Amazon S3<br />(Storage)<br />Amazon CloudFront<br />(Content Distribution)<br />Web Browser<br />Web Browser<br />Amazon EC2<br />(Processing / Hosting)<br />Database Storage<br />Auto Scaling<br />Amazon EC2<br />(Processing / Hosting)<br />Amazon RDS<br />(Hosted MySQL)<br />Web Browser<br />Elastic Load Balancing<br />Amazon EC2<br />(Processing / Hosting)<br />
  44. 44. AWS Reference Architectures + CloudFormation<br />AWS CloudFormation<br />JSON Template<br />Define a JSON template<br />Create an AWS stack<br />(Console, CLI, API)<br />CloudFormation Stack<br />
  45. 45. Elastic Beanstalk – Rapid Deployment<br />
  46. 46. Virtual Private Cloud – Secure Networking<br />VPC<br />
  47. 47. In Summary: Comparing The Two..<br />Traditional<br />Cloud<br />Design site<br />Predict traffic<br />Forecast & budget<br />Get budget approval ($$$)<br />Arrange for hosting<br />Upload<br />Initiate campaign<br />Monitor, scale, worry<br />Reap benefits<br />Design site<br />Get budget approval ($)<br />Upload<br />Initiate campaign<br />Reap benefits<br />
  48. 48. Call to Action<br />Be prepared for the upcoming shopping season!<br />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: <br />prenderg@amazon.com<br />Learn more about AWS:<br />Case Studies: http://aws.amazon.com/solutions/case-studies/<br />Economics Center: http://aws.amazon.com/economics/<br />Media & Entertainment industry use cases: http://aws.amazon.com/mediaandentertainment/<br />AWS Solution Providers Program: http://aws.amazon.com/solutions/solution-providers/program/<br />Even more at: http://aws.amazon.com/<br />
  49. 49. Q&A<br />Please enter your question(s) into the questions section of the webinar attendee panel (live session only)<br />

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