An insight into how digital marketing organisations use Amazon Web Services and the benefits that our services bring to their business.

1. Agenda
Empowering Digital Marketing with the AWS Cloud
09:00 - 09:35 Empowering Digital Marketing
09:35 - 09:55 AKQA – Customer Success Story
09:55 - 10:30 Unlocking the power of Amazon Web Services
10:30 - 10:40 Wrap up
10:40 - 11:30 Networking

2. Agenda
Empowering Digital Marketing with the AWS Cloud
 AWS Background
 Six Key Benefits of Amazon Cloud
 Overview of Amazon Cloud Services
 Customer Success Stories

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

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

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

6. Utility Computing
On demand Pay as you go
Uniform Available

7. Utility Computing
On demand Pay as you go
Uniform Available

8. Cloud Computing Benefits
No Capex, pay for Improve Agility &
Low Cost Time-to-Market
what you use
Low Total Cost Go Global in Easily Scale Up
of Ownership Minutes and Down
Deploy

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

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

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

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

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

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

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

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

17. Go Global in Minutes

18. Customer Success
Thomson Reuters uses AWS to distribute content globally
“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.”
Simon Ball
Global Head of Operations, Multimedia
Delivery, and Infrastructure
Reduced operating
costs by 40%

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

20. Elastic capacity Traditional IT
capacity
Capacity
Time
Your IT needs

21. On Premise Utilisation
Click Stream Analytics Viral Marketing
Bursty campaign TV Ad driven campaign

22. Elastic capacity
WASTE
Click Stream Analytics Viral Marketing
Bursty campaign TV Ad driven campaign
CUSTOMER DISSATISFACTION

23. Elastic capacity
Click Stream Analytics Viral Marketing
Bursty campaign TV Ad driven campaign

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

25. Marketing Tool Kit
Deployment & Administration
Requirement AWS
Application Services
Marketing Campaign ✔
Production Website ✔
Storage Database
Dev & Test ✔
Compute
Mobile Application ✔
Email Campaign ✔
Networking Line of Business Application ✔
Data Analytics ✔
Backup and DR ✔
AWS Global Infrastructure
Data Centre ✔

26. AWS Global Infrastructure
9 Regions
25 Availability Zones
Continuous Expansion

27. Scalable Compute
Amazon EC2 Auto Scaling Elastic Load Balancing
Elastic Virtual servers Automated scaling Dynamic traffic distribution
in the cloud of EC2 capacity
EC2
Actual

28. Secure Hybrid Approach
On-Premises Apps Cloud Apps
Amazon VPC: AWS DirectConnect Amazon Route 53
Private, isolated Private connectivity Domain Name System
section of the AWS between AWS and your (DNS) web service.
Cloud datacenter
DATA CENTRE A DATA CENTRE B

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

30. Managed Services
Amazon RDS Amazon SES Amazon CloudFront Amazon CloudSearch Amazon Elastic
Transcoder
Managed relational Transaction bulk email distribute content Managed search
database service service globally service
DB
A

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

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

33. Increase Speed to Market
IDEA/CUSTOMER ONE CLICK RUNNING APPLICATION INCREASE REVENUE STREAMS
REQUIREMENT DEPLOY STACK + INCREASE AGILITY
Drupal Web App
Wordpress
Web App
MS SharePoint
App
MS SQL
App

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

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

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

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

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

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

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

41. Customers around the world
http://aws.amazon.com/solutions/case-studies/

42. Empowering Digital Advertising
“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

43. Empowering Digital Advertising
“Amazon Web Services gives us the agility to respond to business
requirements quickly, allowing greater control over capacity, performance
and availability than we ever had before. With ease we can now deliver low
latent, high available and scalable solutions to our customers in timescales
that were previously un-achievable or cost prohibited.”
- John Markham, Technical Director

44. Empowering Digital Advertising
"As a global business with locations in four continents, we
need quick access to local computing power often at
seemingly impossibly short notice. AWS EC2 gives us in-day
turnaround on that."
- Charles Bell , Chief Architect, HeathWallace JWT

45. Empowering Digital Advertising
"AWS Cloud's multi data centre hosting allows us to increase
resilience for our clients cost-effectively and with minimal
maintenance."
- Alec Woolford, Technical Director

46. Empowering Digital Advertising
“Because of the power and flexibility of AWS it helped us deliver a
500% increase in ad spend ROI to our customer.”
- Mark Taylor, Program Director, Razorfish

47. Driving Costs Down
Attract More Invest in
Customers Capital
Reduce Invest in
Prices Technology
Improve
Efficiency

48. Gartner IAAS Quadrant
Gartner “Magic Quadrant for Cloud Infrastructure a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Hayn, October 18, 2012. 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.

49. Summary

50. Cloud computing benefits
No Capex, pay for Improve Agility &
Low Cost Time-to-Market
what you use
Low Total Cost Go Global in Easily Scale Up
of Ownership Minutes and Down
Deploy