Presented by Peter Reinhardt (co-founder/CEO, Segment), Scott Ward (Solutions Architect, AWS), and Jon Hawkins (Dir. of Analytics, XO Group). Learn about new technology for automating an ETL pipeline of behavioral data into Amazon Redshift and how XO Group Inc., the media company behind The Knot, The Nest, and The Bump, has used this data to make product decisions. The presentation covers – Overview of Amazon Redshift – Quick Demo of Segment SQL (https://segment.com/sql) – Case Studies from XO Group

1. Loading and Analyzing Behavioral
Data in Amazon Redshift
PresentedbySegment,AWS&XOGroup Inc.
March3,2015

2. JonHawkins
Dir.ofAnalytics&SEO
XOGroupInc.
ScottWard
SolutionsArchitect
AWS
PeterReinhardt
CEO
Segment
Today’s Speakers

3. Today’s agenda
• AmazonRedshiftArchitecture
• SegmentSQLQuickDemo
• XOGroup’sStory

4. Amazon Redshift

5. Fast,simple,petabyte-scaledatawarehousingforlessthan$1,000/TB/Year

6. Amazon Redshift is Easy to Use
• Provisioninminutes
• Monitorqueryperformance
• Pointandclickresize
• Builtinsecurity
• Automaticbackups

7. Amazon Redshift Architecture
• LeaderNode
– SQLendpoint
– Storesmetadata
– Coordinatesqueryexecution
• ComputeNodes
– Local,columnarstorage
– Executequeriesinparallel
– Load,backup,restoreviaAmazonS3
– ParallelloadfromAmazonDynamoDB,Amazon
EMR,AmazonS3,HDFS/SSH
• Twohardwareplatforms
– Optimizedfordataprocessing
– DW1:HDD;scalefrom2TBto1.6PB
– DW2:SSD;scalefrom160GBto256TB
10 GigE
(HPC)
Ingestion
Backup
Restore
SQL Clients/BI Tools
128GB RAM
16TB disk
16 cores
Amazon S3
JDBC/ODBC
128GB RAM
16TB disk
16 coresCompute
Node
128GB RAM
16TB disk
16 coresCompute
Node
128GB RAM
16TB disk
16 coresCompute
Node
Leader
Node

8. • Columnstorage
• Datacompression
• Zonemaps
• Direct-attachedstorage • Withrowstorageyoudo
unnecessaryI/O
• Togettotalamount,youhavetoread
everything
ID Age State Amount
123 20 CA 500
345 25 WA 250
678 40 FL 125
957 37 WA 375
Amazon Redshift Dramatically Reduces I/O

9. • Withcolumnstorage,youonly
readthedatayouneed
ID Age State Amount
123 20 CA 500
345 25 WA 250
678 40 FL 125
957 37 WA 375
• Columnstorage
• Datacompression
• Zonemaps
• Direct-attachedstorage
Amazon Redshift Dramatically Reduces I/O

10. analyze compression listing;
Table | Column | Encoding
---------+----------------+----------
listing | listid | delta
listing | sellerid | delta32k
listing | eventid | delta32k
listing | dateid | bytedict
listing | numtickets | bytedict
listing | priceperticket | delta32k
listing | totalprice | mostly32
listing | listtime | raw
• Columnstorage
• Datacompression
• Zonemaps
• Direct-attachedstorage
• COPYcompressesautomatically
• Youcananalyzeandoverride
• Moreperformance,lesscost
Amazon Redshift Dramatically Reduces I/O

11. • Columnstorage
• Datacompression
• Zonemaps
• Direct-attachedstorage
10 | 13 | 14 | 26 |…
… | 100 | 245 | 324
375 | 393 | 417…
… 512 | 549 | 623
637 | 712 | 809 …
… | 834 | 921 | 959
10
324
375
623
637
959
• Tracktheminimumandmaximum
valueforeachblock
• Skipoverblocksthatdon’tcontain
relevantdata
Amazon Redshift Dramatically Reduces I/O

12. • Columnstorage
• Datacompression
• Zonemaps
• Direct-attachedstorage
128 GB RAM
16 cores
16 TB disk
DW.HS1.8XL:
• >2GB/sscanrate
• Optimizedfordataprocessing
• Highdiskdensity
16 GB RAM
2 cores
2 TB disk
DW.HS1.XL:
Amazon Redshift Dramatically Reduces I/O

13. • Query
• Load
• Backup/Restore
• Resize
Amazon Redshift Parallelizes and Distributes Everything

14. Amazon S3/DynamoDB
128GB RAM
16TB disk
16 coresCompute
Node
128GB RAM
16TB disk
16 coresCompute
Node
128GB RAM
16TB disk
16 coresCompute
Node
• Query
• Load
• Backup/Restore
• Resize
• ParallelloadfromAmazonDynamoDB,AmazonEMR,
AmazonS3,HDFS/SSH
• Kinesisintegration
• Dataautomaticallydistributedandsortedaccordingto
DDL
• Scaleslinearlywithnumber
ofnodes
Amazon Redshift Parallelizes and Distributes Everything

15. Amazon S3
128GB RAM
16TB disk
16 coresCompute
Node
128GB RAM
16TB disk
16 coresCompute
Node
128GB RAM
16TB disk
16 coresCompute
Node
• Query
• Load
• Backup/Restore
• Resize
• BackupstoAmazonS3areautomatic,continuous
andincremental
• Backupyourclustertoasecondregion
• Configurablesystemsnapshotretentionperiod;take
usersnapshotson-demand
• Streamingrestoresenableyoutoresumequerying
faster
Amazon Redshift Parallelizes and Distributes Everything

16. SQL Clients/BI Tools
128GB RAM
48TB disk
16 cores
Comput
e Node
128GB RAM
48TB disk
16 cores
Comput
e Node
128GB RAM
48TB disk
16 cores
Comput
e Node
128GB RAM
48TB disk
16 cores
Leader
Node
128GB RAM
48TB disk
16 cores
Comput
e Node
128GB RAM
48TB disk
16 cores
Comput
e Node
128GB RAM
48TB disk
16 cores
Comput
e Node
128GB RAM
48TB disk
16 cores
Comput
e Node
128GB RAM
48TB disk
16 cores
Leader
Node
• Query
• Load
• Backup/Restore
• Resize
• Add/removenodesorchangenodetypewhile
remainingonline
• Provisionanewclusterandcopydatainparallelfrom
nodetonode
• OnlychargedforsourceclusteruntilSQLendpoint
hasautomaticallybeenswitchedoverviaDNS
Amazon Redshift Parallelizes and Distributes Everything

17. • SSLtosecuredataintransit
• Encryptiontosecuredataatrest
– AES-256;hardwareaccelerated
– AllblocksondisksandinAmazonS3
encrypted
– HSM/CloudHSM
• Nodirectaccesstocomputenodes
• AmazonVPCsupport
10 GigE
(HPC)
Ingestion
Backup
Restore
SQL Clients/BI Tools
128GB RAM
16TB disk
16 cores
128GB RAM
16TB disk
16 cores
128GB RAM
16TB disk
16 cores
128GB RAM
16TB disk
16 cores
Amazon S3 / Amazon DynamoDB
Customer VPC
Internal
Security
Group
JDBC/ODBC
Leader
Node
Compute
Node
Compute
Node
Compute
Node
Amazon Redshift Has Security Built In

18. Segment SQL

19. Asinglehubtostore,transform,andsendyourcustomerdata.

20. Allthesetoolsrunon
threetypesofdata.
IDENTIFY
Whoareyourusers?
TRACK
Whataretheydoing?
PAGE
Wherearethey?

21. analytics.track({ 'Added Product' , {
name: 'Monopoly: 3rd Edition',
price: 18.99,
quantity: 3
});
1
2
3
4
5
ReplaceallyourtagsandtrackingwithasingleAPI.

22. Asinglehubtostore,transform,andsendyourcustomerdata.

23. Thatsamedatacanfloweffortlessly(foryou)into
apetabytescaledatawarehouse.

24. Segment SQL
Allofyourdatainahosted,schematizedAmazonRedshiftinstance.

25. Segment SQL
Queryuser,page,andeventtables.

26. Segment SQL Partners

27. XO Group Inc.

28. XO Group Inc.

29. Our Analytics Journey

30. XO Group Inc. + Segment
Individualproductteams
wantedisolatedaccessto
theirownanalytics.
Segment+Mixpanel+
Customer.io+Optimizely+
Uservoice

31. XO Group Inc. + Segment
Stillneededasolutionto
connectSegmentdatafrom
multipleproductsand
platformsintoasingleview.
SegmentSQL+
ModeAnalytics

32. Version
support.
Sharing
functionality.
Membership
analysis.
3 Case Studies

33. Membership Analysis
Existingdatabasedidn’tgiveany
contextintohowauserbecamea
memberintheapp.
Couldn’tanalyzewhichfeatures
weredrivingmembership
upgrades,marketingattribution,
orcross-productpollination.
SELECT userID,
source,
reason
FROM xogrp.signed_up
1
2
3
4

34. Isolated Views

35. Membership Analysis
App A App B

36. Membership Analysis
Adesiretosaveourcontent
drivesourmembership.
Experiencingcertainappsbefore
downloadingasecond
significantlyimprovedLTV.
Wemadeiteasiertosaveand
organizeourcontent.
Weoptimizedpromotion
strategytoadvertisethe
stickiestappsfirsttocurrent
members.

37. Share Functionality
Facebook&Twitterdrovethe
mostinboundtraffic.
So,weguessedthey’dalsobethe
mostpopularsharingoptions.
SELECT title,
shareOption,
quantity
FROM xogrp.shared_article
1
2
3
4

38. Share Functionality

39. More considerate “Share” options
SMSadressfrom
desktopormobileweb
browser.
Oneclickemailyourselfthe
detailsofavenue.

40. Version Support
Couldn’tanswervery
simplequestionabout
whichrollupbrowser
versions,devices,and
operatingsystems
customerswereusing.
Causedalotofdebate
overwhichversionsto
support,whichtest
devicestobuy.

41. Version Support
Chrome40+
Chrome40+
Chrome40=
No,justno!

44. Version Support
Nowwecaneasilyseewhatbrowser
versionsandOS’saremostpopular.
Productandengineeringteamscanmake
data-drivendecisionsonwhichversions
tosupport.

46. Setupyourtrackingandanalyticsdatabasetoansweranyquestion.
Save valuableengineeringtimewithprebuiltsoftware.
Listentoeachteam’sneedsandcreatetheanalyticsviewtheywant.
Takeaways

47. Thank you!
Scheduleademo today.
segment.com/contact/sql