Speaker: Kim Weins - VP of Marketing, RightScale Fast-to-market, repeatable, lightweight websites and microsites are the lifeblood of media and advertising in the cloud. Find out how marketing departments and firms such as advertising, consumer products, and media use RightScale to deliver campaigns.

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Marketing at Scale
Social Mobile Apps Sites Games Campaigns

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“CMO spending will pass CIO spending
on technology within five years.”
Gartner

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Flops are Bad!

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You Want Success…

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Avoid Success Disaster

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Cloud & RightScale: A Natural Fit
Scalable
Fast-to-market
Responsive
Cost effective
Reliable
Cloud
Marketing Needs:
Elastic
Instant-on
High performance
Global
Redundant
Pay-per-use

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The Technology Behind Great Ideas
Pre-built
Technology Stacks
Quick
Provisioning
Auto-Scaling
Cost Tracking &
Reporting
Monitoring
Resilient
Applications
RightScale Consulting
Any Cloud

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Digital Campaigns
Mars: Candy Giveaway
Nationwide Media Campaign
Conde Nast / Self Magazine
Facebook Game
Disney / Tron Legacy
All Promo and Interactive
Twilight
All Promo and Interactive
Mattel / American Girl
All Promo, Interactive, eCommerce

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Time-Limited Campaigns

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Gaga Scales on RightScale
LittleMonsters.com
Private Social NetworkHBO / Monster Ball Tour
Digital Facebook Campaign
Coty: Fame Launch
Digital Facebook Campaign

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Coty and Lady Gaga Fragrance
Situation:
• Facebook app for Lady Gaga
• Standard hosting provider couldn’t
handle the volume
RightScale Solution:
• Up and running with RightScale using
AWS in 14 days
• Smoothly scaled to meet load
• Coty looking at other projects

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Real-time Feedback with Mars
Situation:
• Chocolate giveaway
• Took corporate infrastructure down
and could only handle 1/10th of traffic
RightScale Solution:
• Up and running with RightScale using
AWS in 7 Days
• Smoothly scaled to meet load
• Marketing team could see real time
traffic changes when radio and TV ads
were running

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Ongoing Projects

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Speed-to-Market at American Girl
Situation:
• New virtual world for doll owners
• Bad performance in data center
• Holiday catalog drop promoting virtual
world was imminent
RightScale Solution:
• Up and running with RightScale using
AWS in 14 Days
• Scaled to meet performance
• Stable system
• Reduced costs

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Auto-Scaling at InterContinental Hotels
Situation:
• Chinese reservation site
• Geographic reach
• Spikes in usage for seasonal
demand
RightScale Solution:
• Rapid elasticity using auto-
scaling
• Consistent configurations for
development, test, and
production

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Rapid Provisioning at Sony Music
Situation:
• Individual artist sites/stores
• Need to provision new artists quickly
• Varying visits/usage for each site
• Need for PCI compliance
RightScale Solution:
• Standardized ServerTemplate
blueprints for artist sites
• Fast provisioning of new artists
• Individually scalable sites
• PCI compliance

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How RightScale Helps

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Why Cloud? Why RightScale?
• Consumer experience
• Better design – spend time on revising design, not hardware
• Better performance – responsive to use
• Reliability – campaign/site doesn’t go down
• Speed to market
• Meet deadlines
• Spend less time on infrastructure, more time for design
• Better cost model
• Reduces up-front/fixed costs
• Cost forecasting & tracking
• Flexibility
• Allow more revisions
• Allow faster revisions
• Reusability
• Projects can be reused
• Architectures can be re-purposed

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Instant Provisioning
• Push Button Access: “Cloud in a Click”
• Developers able to self provision

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Auto-Scale Up and Down
• Any monitoring metrics
• % CPU
• Response time
• Or others
• Each machine votes
• Set a voting and % that wins
• Not just an average
• So if one machine is torqued or LB is missing one machine or it’s stuck or
app server crashes
• Same picture for scale down
• Min and max
• Time schedule for min and max

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Scale Up AND Down
• Scheduled changes vs
metrics based
• Don’t over-react
• Avoid bounceback
Min/Max
Decision
threshold
Calming
time

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Forecast Cloud Spend
Design your
environment and
how it scales
Generate a
comprehensive
cost report
Compare providers
and growth patterns
and save them

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Costs over Time

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Reuse Reference Architectures
• Plan Ahead
• Deploy quickly
• Save it for later
• Use it again

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Expertise:
White Glove Campaign Launch Services
Plan Develop Launch
Kickoff meeting
Project plan
Architecture review
Define success
criteria
Cloud selection
Monitor
Select & Configure
ServerTemplates
Setup Dev/Production
Setup Suto-scaling
Optional: Custom STs
Optional: HA/DR
Launch Plan
Proactive support
Direct-to-human calls
On-call for alerts
Optional: Pre-launch
load test
Daily monitoring for
14 days
Tuning
Success Reporting

26. Cloud ManagementCloud Management
Thank You
Kim Weins
kim@rightscale.com
@kimweins