Your customers probably want a better experience with your brand. Your different business teams want and need better insights in their decision making. Almost certainly, your finance and operations teams require this to happen at a fraction of the cost of traditional on-premises options. Modern data architectures on AWS help many of our best customers realise all of those goals. Your business data contains critical information about customer behaviours, operational decisions, and many factors that have financial impact on your organisation. Increasingly, this data sits beyond your transactional systems, and is too big, too fast, and too complex for existing systems to handle. AWS Data and Analytics services are designed from our customers' requirements to ingest, store, analyse, and consume information at record-breaking scale. In this session you will learn how these services work together to deliver business automation, enhance customer engagement and intelligence.

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Get to Know Your Customers –
Build and Innovate with a Modern Data
Architecture
Dickson Yue, Senior Solutions Architect
10th October, 2018

2. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
A data platform to unleash creativity
Data platform

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One home for
all data
– no silos!

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Traditional Approach
Data warehouse
Business intelligence
OLTP ERP CRM LOB

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Data Lakes Extend the Traditional Approach
Data warehouse
Business intelligence
OLTP ERP CRM LOB
• 3Vs 5Vs 7Vs
• Relational and nonrelational data
• TBs–EBs scale
• Low-cost storage & analytics
Devices Web Sensors Social
Data lake
Big data processing,
real-time, machine learning

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When Big
Data meets AI

7. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Data Lake
on AWS
OLTP ERP CRM LOB Devices Web Sensors Social Images Audio Video
S3
• Unmatched durability, and availability at EB scale
• Fastest performance by retrieving subsets of data
• The most ways to bring data in
Change Data Capture Streaming REST/NFS/Device

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• PERSONAS
D A T A A N A L Y S T S
B U S I N E S S
P E O P L E
D E V E L O P E R S
D A T A
S C I E N T I S T S
D A T A E N G I N E E R S
B U S I N E S S A N A L Y S T S

9. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Right analytic
tools for every
job

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Machine learningVisualization
Amazon QuickSight
Dashboard
Report
SageMaker
Analytics/Processing
Business user Data Analysts
Redshift
Data engineer Data scientist
SQL
Athena
Hadoop ecosystem
EMR
Application
Software engineer
Ai Service
Rekognition
• Schema on read instead of on write
• EMRFS, S3FS
• 2x as many integrations with partners
Data Lake
on AWS
S3
GUI Python

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Experiment
quickly &
frequently
Train
DeployEvaluate
More Data

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Cluster
Data Lake
on AWS
S3

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Cluster
Cluster Cluster
Cluster Cluster
Data Lake
on AWS
S3

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FINRA – Analytics in the cloud
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ComputeNodes
Hour of Day
Old On-Prem
EMR

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Let’s run an imaginary
company

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Speed (Real-time)
IngestData
sources
Scale (Batch) Serving
How is the customer review on the new smart watch
so far by customer segments? i.e. rate, design, quality

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Speed (Real-time)
IngestData
sources
Scale (Batch)
Application
Data warehouse
Redshift
NFS
CRM
Serving
How is the customer review on the new smart watch
so far by customer segments? i.e. rate, design, quality
Data
Data
Lake
CRM
Visualization
Amazon
QuickSight
Dashboard
Report

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Speed (Real-time)
IngestData
sources
Scale (Batch)
Application
Data warehouse
Redshift
NFS
CRM
Serving
Data
Data
Lake
CRM
Visualization
Amazon
QuickSight
Dashboard
Report
Can I look at supplier performance over time?
How do quality issue impact cost of production?

20. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch)
Application
Data warehouse
Redshift
NFS
ERP
CRM
Analytics
JDBC
ODBC Console
Query
Console
Serving
Can I look at supplier performance over time?
How do quality issue impact cost of production?
Data
Data
Lake
CRM ERP
Direct Query
Athena

21. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch)
Data warehouse
Redshift
CRM
Serving
What is the demand forecast of the new smart watch
in each geo?
Data
Data
Lake
ERP

22. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch)
Data warehouse
Redshift
CRM
Serving
What is the demand forecast of the new smart watch
in each geo?
Data
Data
Lake
ERP
Transaction
DMS
(CDC)
Sales

23. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch)
CRM
Serving
Data
Data
Lake
ERP
Transaction
DMS
(CDC)
Sales
Modeling
Notebook
Time series forecasting
with DeepAR, ARIMA
Modeling
Sagemaker
What is the demand forecast of the new smart watch
in each geo?

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Start small and iterate

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Speed (Real-time)
IngestData
sources
Scale (Batch)
Data warehouse
Redshift
CRM
Serving
Data
Data
Lake
ERP
Sales
which products do the existing customers will use in
the next month?

26. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch)
CRM
Serving
Data
Data
Lake
ERP
Sales
which products do the existing customers will use in
the next month?
Firehose
Sales
Social
Modeling
Sagemaker
Events
Modeling
Notebook
Feature
engineering
Clickstream
Events
Social

27. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch)
CRM
Serving
Data
Data
Lake
ERP
Sales
which products their existing customers will use in the
next month?
Firehose
Sandbox
Sales
Social
Modeling
Sagemaker
Events
Modeling
Notebook
Feature
engineering
Clickstream
Events
Social

28. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch)
CRM
Serving
Data
Data
Lake
ERP
Sales
which products their existing customers will use in the
next month?
Clickstream
Events
Firehose
Sales
Social
Social
Modeling
Sagemaker
Events
Modeling
Notebook
ML/Analytics Model

29. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Sandbox – fast , cheap, low
risk

30. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch) Serving
Clickstream
Events
Social
Application
NFS
ERP
CRM
Transaction
DMS
(CDC)
Data
Data
Lake
ML/Analytics
Insights

31. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch) Serving
Clickstream
Events
Social
Video
IoT
Events
Action
Process Insights
ML Inference
Stream
Application
How many UV is viewing the just announced product?
What product can I recommend to the viewer now?

32. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Speed (Real-time)
IngestData
sources
Scale (Batch) Serving
Clickstream
Events
Social
Video
IoT
Events
Action
Process Insights
ML Inference
Stream
Application
Application
NFS
ERP
CRM
Transaction
DMS
(CDC)
Data
Data
Lake
ML/Analytics
Modeling
Notebook
Visualization
Amazon
QuickSight
Dashboard
Report
Analytics
JDBC
ODBC Console
Query
Console
Insights

33. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Self-service platforms
without gatekeepers
•
“We are creating powerful self-service
platforms that allow thousands of
people to boldly experiment and
accomplish things that would otherwise
be impossible or impractical.”

34. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
A data platform to unleash creativity
Right analytic tools for every job
One home for all data – no silos! Experiment quickly & frequently
Flexibility to ingest any type of data
Self-service platforms without gatekeepers
Start small and iterate
Sandbox – fast , cheap, low risk

35. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
If you knew
the state of every touchpoints/devices
in your customer journey in real time,
and had infinite compute & storage available,
what problems would you solve?