Scalability and Availability for Marketing Campaigns

Scalability and availability for marketing campaigns

Ryan Shuttleworth – Technical Evangelist @ryanAWS

Scalability and availability for marketing campaigns

Rules for ‘just making things work’

The fundamental rule is

Elasticity

Traditional IT

capacity

Elastic capacity

Capacity

Time Your IT needs

On and Off Fast Growth

Variable peaks Predictable peaks

Elastic capacity

On and Off Fast Growth

Predictable peaks Variable peaks

WASTE

CUSTOMER DISSATISFACTION

Elastic capacity

Elastic cloud capacity

Traditional

IT capacity

Your IT needs

Time

Capacity

Elastic capacity

Fast Growth On and Off

Predictable peaks Variable peaks

Elastic capacity

503 Service Temporarily Unavailable

The server is temporarily unable to service

your request due to maintenance downtime or

capacity problems. Please try again later.

503 Service Temporarily Unavailable

The server is temporarily unable to service

your request due to maintenance downtime or

capacity problems. Please try again later.

Social application

/ ad placement

<100ms

Social application

/ ad placement

<100ms

Scalable and available marketing campaigns

Rules for ‘just making things work’

Rule 2: Service requests as fast as possible

Rule 1: Service all web requests

Rule 3: Handle requests at any scale

Rule 4: Simplify architecture with services

Rule 5: Automate operational management

Rule 6: Leverage unique cloud properties


Or

“you ain’t marketing anything if you aren’t answering the door…”

DNS Application Data


a) Make sure requests get to your ‘front door’

DNS Application Data Request







…then this is irrelevant

Clients can’t resolve you?




“100% Available”

SLA


Route53

Feature Details

Global Supported from AWS global edge locations for fast and reliable domain name resolution

Scalable Automatically scales based upon query volumes

Latency based routing Supports resolution of endpoints based upon latency, enabling multi-region application delivery

Integrated Integrates with other AWS services allowing Route 53 to front load balancers, S3 and EC2

Secure Integrates with IAM giving fine grained control over DNS record access

http://aws.amazon.com/route53/sla




a) Make sure requests get to your ‘front door’ b) Make sure you open the door when they arrive

Route53

Region



Elastic Load

Balancer Region

Availability Zone

Availability Zone

Availability Zone

Availability Zone

Route53

a) Make sure requests get to your ‘front door’ b) Make sure you open the door when they arrive

Elastic load balancing Multi-availability zone Multi-region

Region



Region

a) Make sure requests get to your ‘front door’ b) Make sure you open the door when they arrive c) Have the data to form a response

Elastic Load

Balancer Region

Availability Zone

Availability Zone

Availability Zone

Availability Zone

Route53

Region



Region

Elastic Load

Balancer

Route53

Region

Availability Zone

Availability Zone

Availability Zone

Availability Zone

a) Make sure requests get to your ‘front door’ b) Make sure you open the door when they arrive c) Have the data to form a response

Multi-AZ RDS

(Master-slave)

Inter-region replication

Read-replicas









Or

“I’m not hanging around, so be quick…”



a) Choose the fastest route

Region A

Route53

Region B

Request



Region A

Route53

Region B

16ms 92ms

Request



Region A

Route53

Region B

16ms 92ms

Request


Region A

Route53

Region B

16ms

Request

Region A DNS entry



a) Choose the fastest route b) Offload your application servers

London

Paris

NY

Served from S3

/images/*

3

Served from EC2

*.php

2

Single CNAME

www.mysite.com

1

CloudFront World-wide content distribution network

Easily distribute content to end users with low

latency, high data transfer speeds, and no

commitments.

Without CloudFront

EC2 webservers/app servers loaded by user

requests



With CloudFront

Load of user requests pushed into

CloudFront, EC2 cluster can scale

down

Offload Scale Down




Res

po

nse

Tim

e

Serv

er L

oad

Res

po

nse

Tim

e

Serv

er

Load

Res

po

nse

Tim

e

Serv

er

Load

No CDN CDN for

Static

Content

CDN for

Static &

Dynamic

Content

Offload Scale Down



a) Choose the fastest route b) Offload your application servers c) Cache it if you can

ElastiCache

Memcached compatible caching

layer

Serve frequently requested & slow

changing data from scalable cache

clusters

Reduce load on database and other

servers


a) Choose the fastest route b) Offload your application servers c) Cache it if you can d) Single digit latencies where it matters

Scale Dat

abas

e Q

ue

ry P

erfo

rman

ce

Desired consistency, predictability



Scale Dat

abas

e Q

ue

ry P

erfo

rman

ce


Actual degraded

performance with scale



Scale Dat

abas

e Q

ue

ry P

erfo

rman

ce


Actual degraded

performance with scale

Management problems

Data sharding Data caching Provisioning

Cluster management Fault management



Scale Dat

abas

e Q

ue

ry P

erfo

rman

ce

Dynamo DB Query Performance

Relational Database

Query Performance

DynamoDB

Low latency Large scale Zero admin

Predictable performance



Scale Dat

abas

e Q

ue

ry P

erfo

rman

ce

Dynamo DB Query Performance DynamoDB

Low latency Large scale Zero admin

Predictable performance

Average single-digit milliseconds server side latencies

Runs on solid state drives, and is built to

maintain consistent, fast latencies at any scale










Or

“When they come, they REALLY come…”


a) Scale up

Vertical Scaling

From $0.02/hr

Basic unit of compute capacity

Range of CPU, memory & local disk options

14 Instance types available, from micro through cluster

compute to SSD backed

Scale up with Elastic Compute Cloud (EC2)


a) Scale up b) Scale out

Trigger

auto-scaling

policy

as-create-auto-scaling-group MyGroup

--launch-configuration MyConfig

--availability-zones eu-west-1a

--min-size 4

--max-size 200

Auto-scaling Automatic re-sizing of compute clusters based upon demand

Manually

Send an API call or use CLI to launch/terminate instances – Only need

to specify capacity change (+/-)

By Schedule

Scale up/down based on date and time


By Policy

Scale in response to changing conditions, based on user configured real-time

monitoring and alerts

Auto-Rebalance

Instances are automatically launched/terminated to ensure the

application is balanced across multiple Azs


Manually

Send an API call or use CLI to launch/terminate instances – Only need

to specify capacity change (+/-)

By Schedule

Scale up/down based on date and time Preemptive manual scaling of capacity

e.g. before a marketing event add 10 more instances

Regular scaling up and down of instances

e.g. scale from 2 to 10 every Friday to handle load generated by party goers


By Policy

Scale in response to changing conditions, based on user configured real-time

monitoring and alerts

Auto-Rebalance

Instances are automatically launched/terminated to ensure the

application is balanced across multiple Azs


Dynamic scale based upon custom metrics

e.g. SQS queue depth, Average CPU load, ELB latency

Maintain capacity across availability zones

e.g. Instance availability maintained in event of AZ becoming unavailable


a) Scale up b) Scale out c) Dial it up

Elastic Block Store Provisioned IOPS up to 1000 per EBS

volume

Predictable performance for

demanding workloads such as

databases

DynamoDB Provisioned read/write performance per

table

Predictable high performance scaled via

console or API

“AWS gave us the flexibility to bring a massive amount of capacity online in a short period of

time and allowed us to do so in an operationally straightforward way.

AWS is now Shazam’s cloud provider of choice,”

Jason Titus,

CTO

DynamoDB: over 500,000 writes per

second

Amazon EMR: more than 1 million writes

per second











Or

“Marketing is fun. Software is a drag…”

Your Business

70%

On-Premise Infrastructure

30%

Managing All of the “Undifferentiated Heavy Lifting”


AWS Cloud-Based

Infrastructure

Your Business

More Time to Focus on Your Business

Configuring Your Cloud Assets

70%

30% 70%

On-Premise Infrastructure

30%

Managing All of the “Undifferentiated Heavy Lifting”


Relational Database Service Database-as-a-Service

No need to install or manage database instances

Scalable and fault tolerant configurations

DynamoDB Provisioned throughput NoSQL database

Fast, predictable performance

Fully distributed, fault tolerant architecture

Use RDS for databases

Use DynamoDB for high performance key-

value DB


Amazon SQS

Processing

task/processing

trigger

Processing results

Amazon SQS Reliable, highly scalable, queue service

for storing messages as they travel

between instances

Task A

Task B

(Auto-scaling)

Task C

2

3

1

Simple Workflow Reliably coordinate processing steps

across applications

Integrate AWS and non-AWS resources

Manage distributed state in complex

systems

Push inter-process workflows into the cloud with SWF

Reliable message queuing without

additional software


Cloud Search Elastic search engine based upon

Amazon A9 search engine

Fully managed service with

sophisticated feature set

Scales automatically

Document Server

Results

Search Server

Don’t install search software, use CloudSearch

Process large volumes of data cost effectively

with EMR

Elastic MapReduce Elastic Hadoop cluster

Integrates with S3 & DynamoDB

Leverage Hive & Pig analytics scripts

Integrates with instance types such as

spot


“Amazon CloudSearch is a game-changing product that has allowed us to deliver powerful

new search capabilities. Our customers can now find what they are looking for faster and more

easily than ever before…

….We saved many months of re-architecture and development time by going with Amazon

CloudSearch”

Don MacAskill CEO & Chief Geek

SmugMug









Or

“Run it from the iPhone…”

Compute

Storage

Security Scaling

Database

Networking Monitoring

Messaging

Workflow

DNS

Load Balancing

Backup CDN


a) Everything is programmable

Access everything via CLI, API or

Console

Achieve the highest levels of automation

sophistication with ease


a) Everything is programmable b) Think disposable, one click deployments

Cloud Formation Automate creation of ‘stacks’ in a repeatable way

Scripting framework for AWS resource creation

Feature Details

Platform support Support for AWS resources from EC2 to IAM

Resource creation Creates AWS resources behind the scenes and reports on progress

Declarative Specify stacks in JSON format and source control your environments

Customizable Drive stack creation with paramaters


a) Everything is programmable b) Think disposable, one click deployments c) Design for failure, implement self healing

Customize instance startup

Get instances to ask ‘who am I?’ question on startup and be configured dynamically upon

being asnwered

Maintain capacity of instances

Using a minimum pool size will maintain

capacity in the event of instance failures

Know what’s going on, take automated actions

Use CloudWatch standard and custom metrics to create

alarms.

Respond with automated administration actions

Bootstrapping Auto-scaling Cloud Watch


a) Everything is programmable b) Think disposable, one click deployments c) Design for failure, implement self healing








Or

“Do awesome things, fast…”

Small 1.7 GB, 1 ECU 1 virtual core

Large 7.5 GB 4 ECUs 2 virtual cores

Extra Large 15 GB 8 ECUs 4 virtual cores

Hi-Mem XL 17.1 GB 6.5 ECUs 2 virtual cores

Hi-Mem 2XL 34.2 GB 13 ECUs 4 virtual cores

Hi-Mem 4XL 68.4 GB 26 ECUs 8 virtual cores

High-CPU Med 1.7 GB 5 ECUs 2 virtual cores

High-CPU XL 7 GB 20 ECUs 8 virtual cores

Micro 613 MB Up to 2 ECUs (for short bursts)

Cluster GPU 4XL 22 GB 33.5 ECUs 8 Nehalem virtual cores 2 x NVIDIA Tesla “Fermi” M2050 GPUs

Cluster Compute 4XL 23 GB 33.5 ECUs 8 Nehalem virtual cores

Cluster Compute 8XL 60.5 GB 88 ECUs 8 core 2 x Intel Xeon

Medium 3.75 GB 2 ECUs 1 virtual cores


a) Optimize costs with instance types

Unix/Linux instances start at $0.02/hour

Pay as you go for compute power

Low cost and flexibility

Pay only for what you use, no up-front commitments or long-term contracts

Use Cases:

Applications with short term, spiky, or

unpredictable workloads;

Application development or testing

On-demand instances

1- or 3-year terms

Pay low up-front fee, receive significant hourly discount

Low Cost / Predictability

Helps ensure compute capacity is available

when needed

Use Cases:

Applications with steady state or predictable usage

Applications that require reserved capacity,

including disaster recovery

Reserved instances

Bid on unused EC2 capacity

Spot Price based on supply/demand, determined automatically

Cost / Large Scale, dynamic workload handling

Use Cases:

Applications with flexible start and end times

Applications only feasible at very low compute prices

Spot instances



0

1000

2000

3000

4000

5000

6000

7000

Reserved Instances

On Demand

Spot



a) Optimize costs with instance types b) Get insight fast with Elastic MapReduce


Elastic MapReduce Managed, elastic Hadoop cluster

Integrates with S3 & DynamoDB

Leverage Hive & Pig analytics scripts

Integrates with instance types such as spot

Feature Details

Scalable Use as many or as few compute instances running Hadoop as you want. Modify the number of instances while your job flow is running

Integrated with other services

Works seamlessly with S3 as origin and output. Integrates with DynamoDB

Comprehensive Supports languages such as Hive and Pig for defining analytics, and allows complex definitions in Cascading, Java, Ruby, Perl, Python, PHP, R, or C++

Cost effective Works with Spot instance types

Monitoring Monitor job flows from with the management console

Cluster compute instances

Implement HVM process execution

Intel® Xeon® E5-2670 processors

10 Gigabit Ethernet & GPUs

Cluster

Compute

80 EC2

Compute Units

60GB RAM

3TB Local

Disk

Network placement groups

Cluster instances deployed in a ‘Placement Group’ enjoy low

latency, full bisection 10 Gbps bandwidth

10Gbps


a) Optimize costs with instance types b) Get insight fast with Elastic MapReduce c) Create a supercomputer backend when you need it







But don’t take it from me…

AWS for digital advertising Scalability & availability for marketing campaigns Delivering a Social Application that can Handle 130 Billion Requests per Month on a Credit Card Budget Matt Millar, CEO, Tellybug

Improving Time to Market with a Low TCO The Changing Media and Technology Landscape Requires a New Kind of Agency with Innovation at its Core Regardt Meyer, Group Technical Director, AKQA

Find out more from your advertising campaign using analytics Digital Media & AWS - VIP Program for Digital Media Tom Ray, CloudReach

Agenda

Date post:	11-Apr-2017
Category:	Technology
Upload:	amazon-web-services
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