3. Drew Kurth, CEO Razorfish Platforms
Matt Comstock, VP Business Intelligence
4. Changing approach to enterprise platforms
SAAS
Deployment Approach
Digital
Marketing
CRM
Commerce
ERP
On
Financials HRMS
Premise
Speed of Innovation adoption
5. Some Context – ERP and ASP
Late 1990s just 15 years ago!
ERP Systems
– Complex Implementations
– Longer release cycles
– Controlled staff with best practices
built-in
ASPs
– Took on Hosting and Maintenance
– Didn’t achieve durable cost-savings
– Struggled against internet
bandwidth growing pains
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. Platform deployment shift
ASP SAAS
Hosted Existing Applications Apps native to internet
Perpetual License Pay-as-you-go
Single instance Multi-tenant
8. Changing approach to enterprise platforms
SAAS
Deployment Approach
Digital
Marketing
CRM
Commerce
ERP
On
Financials HRMS
Premise
Speed of Innovation adoption
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. 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. Data Management
2006
2012 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
14. What we have learned
Speed
Frequent feature releases guided by robust roadmap
15. What we have learned
Open
• 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. What we have learned
Secure
User data and content privacy, storage and transmission security. Security gets
baked in, processes handle compliance
17. What we have learned
Scale
Global availability and performance offer flexibility and cost control
benefits
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. Data can create competitive advantage
Clients and agencies with a data-driven marketing engine that can informs when
to change and provide the levers to rapidly implement that change will win
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. TM
Fluent
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. 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. 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. Fluent Insights™
Offering Details
» Data-Visualization across all channels
» Ability to easily integrate custom data
» Robust data management and
workflows
Benefits
» Holistic view of marketing performance
» Holistic view of audiences performance
and preferences
» Integrated insights to inform planning
and drive innovation
25
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 Analytics
Digital 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. 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. Your Takeaways
Time is right for an integrated approach to digital marketing
technologies
Digital 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
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
