An insight into how digital marketing organisations use Amazon Web Services and the benefits that our services bring to their business. Phil Fitzsimons, Media Solutions Architect, AWS

2. AgendaAgenda
 AWS Background
 Why are Digital Agencies using AWS?
 Key AWS services
 Customer Success Stories
“Fitz” (Philip Fitzsimons), Solutions Architect

3. Consumer
Business
Tens of millions of
active customer
accounts
Eight countries:
US, UK, Germany,
Japan, France,
Canada, China, Italy
Seller
Business
Sell on Amazon
websites
Use Amazon
technology for your
own retail website
Leverage Amazon’s
massive fulfillment
center network
IT Infrastructure
Business
Cloud computing
infrastructure for
hosting web-scale
solutions
Hundreds of
thousands of
registered
customers in over
190 countries

4. Deep experience in
building and
operating global web
scale systems
About Amazon
Web Services
?
…get into cloud computing?…get into cloud computing?
How did Amazon…How did Amazon…

5. • $5.2B retail business
• 7,800 employees
• A whole lot of servers
Every day, AWS adds enough
server capacity to power that
whole $5B enterprise
GrowthGrowth

6. No Capex, pay
for what you use
Go Global in
Minutes
Low Total Cost of
Ownership
Easily Scale
Up and Down
Improve Agility &
Time-to-MarketLow Ongoing
Cost
Deploy
Why are Digital agencies using AWS?Why are Digital agencies using AWS?

7. On-Premises
$0 to get started
Pay as you go
No capex, pay for what you useNo capex, pay for what you use

8. Samsung Improved their Product Experience with AWS
Saved $34 Million 85% savings versus
traditional hosting
Customer SuccessCustomer Success

9. Scale allows us to constantly
reduce our costs
We are comfortable running a high
volume, low margin business
We pass the savings along to
our customers in the form of
low prices
Low CostLow Cost

10. Orange Digital uses AWS for dynamic webapps
Web traffic reaches
4 Billion requests
per month
Legacy architecture
was over-provisioned
90% of the time
Infrastructure team
went from 9 to 4
Customer SuccessCustomer Success

11. On-Premises
Experiment Infrequently
Failure is expensive
Less Innovation
Experiment Often
Fail quickly at a low cost
More Innovation
$ Millions Nearly $0
Improve Agility and Time to MarketImprove Agility and Time to Market

12. Shell uses AWS to Develop Software Faster and Cheaper
Remote Team
Core Development
Team
Extra Development
Resources
Contractor Team
Customer SuccessCustomer Success

13. Data Centers
Power
Cooling
Cabling
Networking
Racks
Servers
Storage
Labor
Buy and install new hardware
Setup and configure new software
build or upgrade data centers
We take care of it… So you don’t have to …
Low Total Cost of OwnershipLow Total Cost of Ownership Deploy

14. Lionsgate uses AWS To host SharePoint & SAP
Amazon VPC
Avoided data
center build out
Saved $1M
over 3 years
50% lower cost
than hosting options
Customer SuccessCustomer Success Deploy

15. Go Global in MinutesGo Global in Minutes

16. Thomson Reuters uses AWS to distribute content globally
Simon Ball
Global Head of Operations, Multimedia
Delivery, and Infrastructure
“What can be achieved by using
the cloud is far easier than we
anticipated. AWS is in a different
league in terms of elasticity.
Other providers simply weren’t
capable of offering the scalability
we require.”
Reduced operating
costs by 40%
Customer SuccessCustomer Success

17. Self
Hosting
Waste
Customer
Dissatisfaction
Actual demand
Predicted Demand
Rigid Elastic
Actual demand
AWS
Easily Scale Up and DownEasily Scale Up and Down

18. Viral MarketingViral Marketing
Bursty campaignBursty campaign TV Ad driven campaignTV Ad driven campaign
On Premise UtilisationOn Premise Utilisation
Click Stream AnalyticsClick Stream Analytics

19. Elastic capacityElastic capacity
Click Stream AnalyticsClick Stream Analytics
WASTEWASTE
CUSTOMER DISSATISFACTIONCUSTOMER DISSATISFACTION
Viral MarketingViral Marketing
Bursty campaignBursty campaign TV Ad driven campaignTV Ad driven campaign

20. Elastic capacityElastic capacity
Click Stream AnalyticsClick Stream Analytics Viral MarketingViral Marketing
Bursty campaignBursty campaign TV Ad driven campaignTV Ad driven campaign

21. Lamborghini uses AWS for Dynamic Webapps
Reduced
infrastructure
costs by 50%
Reduced time to
market to near Zero
Customer SuccessCustomer Success

22. High profile digital
campaign with
unpredictable
traffic patterns
To deliver highly
available production
websites
Digital campaigns
for customer across
the globe
Examples of Digital AgenciesExamples of Digital Agencies
“AWS gives our clients fantastic scaling flexibility, allowing us to
support significant variances in traffic that occur during typical
marketing campaigns.”
Jake Morris, Technical Director, DARE

23. Digital Advertising ToolkitDigital Advertising Toolkit
AWS Global Infrastructure
Application Services
Networking
Deployment & Administration
DatabaseStorageCompute
Requirement AWS
Marketing Campaign ✔
Production Website
Dev & Test ✔
Mobile Application ✔
Email Campaign ✔
Line of Business Application ✔
Data Analytics ✔
Backup and DR ✔
Data Centre ✔
✔

24. Global InfrastructureGlobal Infrastructure
RegionRegion
US-WEST (N. California)US-WEST (N. California) EU-WEST (Ireland)EU-WEST (Ireland)
ASIA PAC
(Tokyo)
ASIA PAC
(Tokyo)
ASIA PAC
(Singapore)
ASIA PAC
(Singapore)
US-WEST (Oregon)US-WEST (Oregon)
SOUTH AMERICA (Sao
Paulo)
SOUTH AMERICA (Sao
Paulo)
US-EAST (Virginia)US-EAST (Virginia)
GOV CLOUDGOV CLOUD
ASIA PAC
(Sydney)
ASIA PAC
(Sydney)

25. Availability ZoneAvailability Zone
High AvailabilityHigh Availability

26. Amazon EC2 Auto Scaling Elastic Load Balancing
Actual
EC2
Elastic Virtual servers
in the cloud
Dynamic traffic distributionAutomated scaling
of EC2 capacity
Scalable ComputeScalable Compute

27. Amazon EBS
EBS
Block storage for use
with Amazon EC2
Amazon S3
Images, Videos, Files
Binaries, Snapshots
Internet scale
storage via API
AWS Storage Gateway
S3,
Glacier
Integrates on-premises
IT and AWS storage
Amazon Glacier
Storage for archiving
and backup
Storage ServicesStorage Services
Images, Videos, Files
Binaries, Snapshots
Web Scale Apps Enterprise Storage

28. Amazon CloudFrontAmazon RDS Amazon SES
distribute content
globally
Managed relational
database service
Transaction bulk email
service
DB
A
Amazon CloudSearch
Managed search
service
Application ServicesApplication Services
Amazon Elastic
Transcoder

29. Amazon EMR
(Elastic Map Reduce)
Amazon Redshift AWS Data Pipeline
Hosted Hadoop
framework
Petabyte-scale data
warehouse service
Move data among AWS
services and on-
premises data sources
Big Data ServicesBig Data Services

30. Amazon
CloudWatch
AWS IAM (Identity
& Access Mgmt)
AWS
OpsWorks
AWS
CloudFormation
AWS Elastic
Beanstalk
Web App
Enterprise
App
Monitor resources
Manage users,
groups &
permissions
Dev-Ops framework
for application
lifecycle management
Templates to deploy
& manage
Automate resource
management
Getting started quicklyGetting started quickly

31. Web App ArchitectureWeb App Architecture
Brand name,
SEO
findability
Brand name,
SEO
findability
Speed,
Performance
Speed,
Performance
Appearance,
Brand, style
Appearance,
Brand, style
Behaviours,
journeys
Behaviours,
journeys
Memory,
Dynamic,
personal
Memory,
Dynamic,
personal
Workflow
storage
Workflow
storage
Big data,
Social
Big data,
Social

32. Web App ArchitectureWeb App Architecture

33. Web App ArchitectureWeb App Architecture

34. Master Account
aws.invoices@agency.com
Cost AttributionCost Attribution

35. Customer B
customerb@agency.com
User2
Dev2
Admin2
IAM
Master Account
aws.invoices@agency.com
consolidated billing information
Cost AttributionCost Attribution

36. Customer B
User2
Dev2
Admin2
IAM
Tags:
Own=Div
Proj=P
Tags:
Own=Div
Proj=Q
Tags:
Own=Div
Proj=R
Master Account
aws.invoices@agency.com
consolidated billing information Tags: (key-
value)
e.g Own=Div
Proj=R
Cost AttributionCost Attribution
customerb@agency.com

37. Operating Co. A
admin@opcoa.com
User1
Dev1
Admin1
IAM
Tags:
Own=OpCo
Proj=A
Tags:
Own=OpCo
Proj=B
Tags:
Own=OpCo
Proj=C
Customer B
User2
Dev2
Admin2
IAM
Tags:
Own=Div
Proj=P
Tags:
Own=Div
Proj=Q
Tags:
Own=Div
Proj=R
Business Unit C
admin@busUnitC.com
User3
Dev3
Admin3
IAM
Tags:
Own=BusC
Proj=X
Tags:
Own=BusC
Proj=Y
Tags:
Own=BusC
Proj=Z
Master Account
aws.invoices@agency.com
consolidated billing information
Cost AttributionCost Attribution
customerb@agency.com

38. Operating Co. A
admin@opcoa.com
User1
Dev1
Admin1
IAM
Tags:
Own=OpCo
Proj=A
Tags:
Own=OpCo
Proj=B
Tags:
Own=OpCo
Proj=C
Division B
admin@divisionB.com
User2
Dev2
Admin2
IAM
Tags:
Own=Div
Proj=P
Tags:
Own=Div
Proj=Q
Tags:
Own=Div
Proj=R
Business Unit C
admin@busUnitC.com
User3
Dev3
Admin3
IAM
Tags:
Own=BusC
Proj=X
Tags:
Own=BusC
Proj=Y
Tags:
Own=BusC
Proj=Z
Master Account
aws.invoices@agency.com
consolidated billing information
Predictive Cost ModelingPredictive Cost Modeling

39. CertificationsCertifications Physical Security
Datacenters in
nondescript facilities
Physical access strictly
controlled
Must pass two-factor
authentication at least
twice for floor access
Physical access logged
and audited
Physical Security
Datacenters in
nondescript facilities
Physical access strictly
controlled
Must pass two-factor
authentication at least
twice for floor access
Physical access logged
and audited
HW, SW, Network
Systematic change
management
Phased updates
deployment
Safe storage
decommission
Automated monitoring
and self-audit
Advanced network
protection
HW, SW, Network
Systematic change
management
Phased updates
deployment
Safe storage
decommission
Automated monitoring
and self-audit
Advanced network
protection
Security StandardsSecurity Standards
http://aws.amazon.com/securityhttp://aws.amazon.com/security

40. Foundation Services
Compute Storage Database Networking
AWS Global
Infrastructure Regions
Availability Zones
Edge Locations
Client-side Data Encryption & Data
Integrity Authentication
Client-side Data Encryption & Data
Integrity Authentication
Server-side Encryption
(File System and/or Data)
Server-side Encryption
(File System and/or Data)
Network Traffic Protection
(Encryption/Integrity/Identity)
Network Traffic Protection
(Encryption/Integrity/Identity)
Platform, Applications, Identity & Access ManagementPlatform, Applications, Identity & Access Management
Operating System, Network & Firewall ConfigurationOperating System, Network & Firewall Configuration
Customer DataCustomer Data
Amazon
Shared responsibilityShared responsibility
You

41. Gartner Magic Quadrant for Cloud
Infrastructure as a Service
(August 19, 2013)
Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, August 19, 2013. This Magic Quadrant graphic was published by
Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report.. The Gartner report is available upon request from Steven Armstrong
(asteven@amazon.com). Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the
highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties,
expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. 42

42. No Capex, pay for
what you use
Go Global in
Minutes
Low Total Cost
of Ownership
Easily Scale Up
and Down
Improve Agility &
Time-to-MarketLow Ongoing
Cost
Deploy
Why are Digital agencies using AWS?Why are Digital agencies using AWS?