MSC203_How Citrix Uses AWS Marketplace Solutions To Accelerate Analytic Workloads on AWS

© 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
How Citrix Uses AWS Marketplace
Solutions To Accelerate Analytic
Workloads on AWS
M S C 2 0 3
N o v e m b e r 2 8 , 2 0 1 7

Agenda
What We Hear from Customers
AWS Marketplace
Business Intelligence and Data Analytics Solutions for AWS
Data Integration
Analysis and Visualization
Advanced Analytics
IT Operational Intelligence
Summary and Takeaways

BI & Big Data Overview
The landmark for big data is more and more organizations storing,
processing, and extracting value from data of all forms and sizes. In
2017, systems that support large volumes of both structured and
unstructured data will continue to rise. The market will demand
platforms that help data custodians govern and secure big data while
empowering users to analyze that data.

What We Hear from Customers
GENERATE COLLECT STORE ANALYZE/PROCESS CONSUME
Increasing variety of
sources
Little visibility into new
data
Myopic view of existing
data
Difficulty consolidating
data across different
sources and locations
Challenges
normalizing/
transforming/
aggregating data into a
standardized format
Unable to capture
and/or process data as
quickly as it is being
generated
Unfamiliarity with modern
data management
techniques
Lack of necessary skills to
implement and maintain
new technologies
Scaling IT infrastructure
Inability to process
data in a timely manner
when it is needed
Limited resources and
capabilities to
experiment and iterate
Processing all data in
various formats
Predicting future
required capacity
Limited adoption due to
rigidity and inflexibility of
legacy BI tools
Make more intelligent
business decisions
Be able to run queries
quickly
Get to data-driven
results faster

AWS Marketplace
F i nd , buy, d epl oy, and manage software i n the cl oud
• Deploy software on demand via website or
Amazon EC2 Console
• Curated software from trusted vendors
• 1280+ ISVs
• 4200+ product listings
• Simplified procurement and deployment
• Billed through Amazon Web Services (AWS)
account
• Deployed in 15 regions around the world
• 160,000 active customers

AWS Marketplace Capabilities
S o f t w a r e d i s c o v e r y p r o c u r e m e n t a n d d e p l o y m e n t s i m p l i f i e d
Pay options such as
pay-as-you-go pricing
• Pay only for what you use
• Integrate software costs
into AWS bill
• Pay by user, host, or data
• Upgrade to longer terms for
subscription discounts
• SAAS multi-year contracts
Be flexible
• Easily scale up or down
on-demand
• Test and learn without material
commitments
• Use only what you need without
wasting unused licenses
• Resources tagged and visible in
Spend Management tools
Get the software
you need in minutes
• Test in minutes
• Innovate faster
• Ready-to-run on AWS
• Simplify migration to the cloud
• Leverage BYOL investments
• Convert from Test to Buy

AWS Marketplace flexible pricing options
Hourly
Consumption-based
software with no
long-term
commitments.
Ideal for Dev/Test or
spikey workloads.
Monthly
Monthly terms
available, with the
option to upgrade to
annual or multi-year
contracts for SaaS
and API products.
Ideal for temporary
projects and baseline
workloads.
Free Trial
Get started quickly
with no
commitment.
Good for initial
evaluation.
Private Offers
Negotiated pricing
between customer &
ISV and fulfilled on
AWS Marketplace.
Intended for high value
transactions
BYOL
Leverage existing
investments through
bring-your-own-
license to simplify
cloud deployment.
Important for
customers migrating
to AWS.
Annual/
Multi-Year
Long term contracts
include one, two, and
three year options.
Ideal for long-term
workloads.

Popular Categories and Leading Brands
Most Often Deployed in Projects
Security BIStorage MediaDatabaseNetworking DevOps
Operating
Systems

ANALYSIS & VISUALIZATION ADVANCED ANALYTICS
Extract valuable information from
your historical and current data
Predict future business
performance; location, text, social,
sentiment analysis
IT OPERATIONAL
INTELLIGENCE
Discover complex patterns in high
volumes of often "noisy" IT system
availability and performance data
Get to data-driven results faster by decreasing the time it takes to plan, forecast, and make decisions.
Solutions in AWS Marketplace
DATA INTEGRATION
Extract, migrate, or prepare and clean
your data for accurate analysis

Immediate availability
Broad and deep capabilities
Trusted and secure
Large partner ecosystem
http://aws.amazon.com/mp
Big Data on AWS iAS

DATA INTEGRATION

One-Time Data Transfer to AWS
Whether your business is large or small, your data needs to be securely stored, and you have options on how to move your data to the cloud. Here are options
you can choose, depending on the amount of data you have.
With free trials and pay-as-you-go pricing, it’s quick and easy to get started. Visit
https://aws.amazon.com/mi/datatransfer for more information about One-Time Data Transfer software on AWS
AWS Snowball and Snowball Edge:
These two services are great for moving
large amounts of data, especially Big
Data projects that have extremely large
storage volumes. AWS Snowball Edge
enables you to do pre-processing of data
by running AWS Lambda functions on
the data as it is copied.
Extract, Transform, and Load (ETL) Marketplace Solutions:
Enable you to simplify, automate, and accelerate data loading
Third-Party Transfer and Acceleration Services: Third-party
solutions enable you to move data of any size over any distance at
line speed
VPN Tunnels: Connect
on-premises data
center to cloud
providers through their
partnering network
service providers
AWS Snowmobile: This service
allows you to copy up to 100
petabytes of data into a 45-foot
long, ruggedized shipping
container, pulled by a semi-trailer
truck. This is much faster than
copying large amounts of data over
a network.

Supplemental Transactional Systems: These can
improve business performance by detecting and
reacting to business occurrences in real time
Mobile Apps and Big Data Analytics Projects: These
require up-to-the-minute data to maximize business
results
Data synchronization: Anyone with master data
management projects, data warehouses, analytical data
marts, and mainframe environments will want to
leverage data synchronization
Continuous availability: This is necessary to
safeguard high availability for the most widely used
transaction data stores, for cross-site workload
balancing, and for disaster recovery
Ongoing Data Replication
The right data-replication platform can save you time and your business money. AWS Marketplace offers a variety of
solutions that fit into almost every type of business:
To learn more about Data Replication and the solutions that are
available for your business, visit AWS Marketplace

With Amazon Redshift, ELT, rather than ETL, is a more
logical approach. Amazon Redshift is a columnar
database, so index and record location operations are
much faster. It’s also a parallel processing database, so
the transformations are carried out in parallel, not
sequentially, with multiple nodes handling multiple
transformations at the same time. These features
translate to benefits when integrating data and using
Amazon Redshift.
Amazon Redshift Native ETL/ELT
IT decision makers are familiar with ETL (Extract, Transform, Load) which is slightly different from ELT (Extract, Load, Transform). ELT leverages columnar data
store technology for faster transformations. If your company is using Amazon Redshift, then you are already using columnar data store.
With free trials and pay-as-you-go pricing, it’s quick and easy to get started. Visit
aws.amazon.com/mp/etl for more information about Data Integration Tools on AWS.

Data lakes can help you:
Converge all data sources including logs,
XML, multimedia, sensor data, binary,
social data, chat, and people data
Manage and track all available data and
metadata, including sources and
versioning
Authorize, audit, and grant access to
subsets of data safely and securely
Obtain more accurate analytics through
multiple approaches and data workflows
Scale to accommodate growing amounts
of data, data systems, networks and
processes
Data Lake
Get the most out of your big data. Data lake solutions help you store, manage, analyze, and extract data from
disparate sources and formats, while scaling to the size and needs of your business.
Find the Data Lake solution that’s right for your business on AWS Marketplace. With free trials and pay-
as-you-go pricing, it’s quick and easy to get started. Visit http://aws.amazon.com/mp/datalakes.

Matillion
Extract,
transform, & load
approach
Traditional
Extract,
transform, & load
approach

Matillion ETL for Amazon Redshift
ETL/ELT natively built for Amazon Redshift
• Uses Amazon Redshift MPP architecture for fast performance and scalability
• Benefit: 50 percent reduction in ETL development and maintenance
Data Sources
• Amazon S3, Amazon RDS, Amazon Redshift Spectrum; multiple databases & APIs; Google
Analytics/AdWords, Salesforce, Netsuite, SAP, Microsoft Dynamics, Facebook, Twitter; leverage scripts
Features
• Integrates with AWS Services via SQS, SNS & Python; GIT integration; iterate, daisy-chain orchestrations
• Manage variables, control transactions, alerting, develop data quality
• Version control and live collaboration
• Watch data fly live and delve into the SQL built by drag-and-drop

Sheeya Gem
Lead Database Engineer
Citrix
I n t r o d u c i n g

Citrix ShareFile
Business Problem
• Started storing customer telemetry in Amazon Redshift in 2016
• Business needed enhanced reporting in Q1 2017
• Needed deeper insight into customer behavior, analytics, and visualization of the data
and to improve and tailor the product based on adoption and usage
Challenge
• Needed to correlate application telemetry data (in Amazon Redshift) with customer
data (in existing traditional relational database) to learn more about how customers
use the application
• Needed a platform that could be managed by analytics team
• Short timeline, speed was key

Matillion Solution
Data
• Matillion moved relational data sources into Amazon Redshift and embellished event-
based data already in Amazon Redshift with customer and location information
Business Value
• New insights into application use
• Determined who was using the application when/how, and allowed Citrix to identify
popular features where they should allocate more resources
Speed
• Procured off AWS Marketplace in matter of minutes, quickly proved out value and
addressed the use case in weeks as opposed to months

Account Active Use

Partner Usage

Feature Usage – Encrypted Emails

Data Moved and Transformed by Matillion
• Total data rows moved from RDBMS: 10M
• Data transformed to date: 1.2 B
• Projected data rows to be moved by EOQ: 50M
• Projected data to be transformed by EOQ: 2B

ANALYSIS & VISUALIZATION

Report Generation Data Analysis & Visualizations Self-Service Business Intelligence
Analysis & Visualization on AWS Marketplace
aws.amazon.com/mp/reporting aws.amazon.com/mp/visualization aws.amazon.com/mp/selfservicebi

Thrive Market Scales from $0 - $100 Million in
14 Months
Thrive Market is a membership platform that is on a mission to make
healthy living affordable and accessible for every American family.
Thrive Market is an e-commerce start up with a mission:
to make healthy living affordable and accessible for every
American family
• Enabled rapid growth—from $0 – $100M in 14 months
• They now have a 360-degree view of their customers
that’s updated every hour using Amazon Redshift,
Tableau, and Matillion ETL
• The ability to scale and quickly prototype technologies
have them up and running in days
“AWS Marketplace enabled us to
fulfill our mission at a speed that
wouldn’t otherwise be possible.”
Nick Green
Co-Founder & Co-CEO

ADVANCED ANALYTICS

Route Optimization & Location Intelligence
Route Optimization solutions on AWS Marketplace can help improve your bottom line when it comes to logistics and shipping of your products.
The cloud-based, always-on model offers advantages over the existing batch or in-house processes.
To learn more about Route Optimization solutions, visit AWS Marketplace at
https://aws.amazon.com/mp/routeoptimization.
The overall value of the always-on,
cloud-based model includes:
• Accessibility 24 hours a day, 7 days
a week
• A better customer experience, with
more choices for delivery options
• Test multiple "what-if" scenarios to
help companies review the cost of
different route options and resource
availability

Large amounts of historical data to train the deep
learning algorithms
A recurring need for predicting things such as cutting
costs, updating or improving processes, creating value
for customers, and driving sales
Deep Learning Frameworks
Organizations ranging from aerospace to healthcare to logistics are harnessing information of their unstructured data with deep learning software found on AWS
Marketplace.
Deep learning and neural network models can be applied across almost all of your business functions to speed up training, and to produce more accurate and in-
depth output. Best results are obtained when you have:
Visit https://aws.amazon.com/mp/ai for more information about Business Intelligence software on AWS.

Collaborative filtering: This approach relies on the
social interaction between users. The recommendations
are based on rakings provided by other users.
Content-Based Filtering: Recommendations made by
content-based filters use the individual user’s historical
information to inform choices displayed.
Clustering: With this approach, the recommendation
engine tries to build recommendations based on the
similarities between either the users or the items
themselves.
Categorization: This approach automatically groups
items together into categories using common attributes.
In categorization, the computer attempts to classify all
the items.
E-Commerce Product Recommendations
Product recommendations help to give your customers a shopping experience in which the most relevant products are displayed. Improve
your online store’s user experience with the right algorithm provided by engine recommendations software from AWS Marketplace.
Some common algorithms used for engine recommendations include:
Figure 1: Recommendation pipeline; green portion is open code running on AWS
For more information on how Recommendations Engine solutions can help improve the overall
ROI on your ecommerce site, visit aws.amazon.com/mp/recommendations.

Sage Human Capital Doubled their
Revenue with Half the Staff
Sage is a talent staffing and recruiting
company located in San Bruno, CA.
“TIBCO Jaspersoft in AWS
Marketplace enabled us to double
our revenue and cut our staffing
costs by 50%.”
• Used TIBCO Jaspersoft in AWS Marketplace to
implement a recruiting analytics solution
• Increased customer satisfaction due to visibility of the
entire candidate funnel
• They are now able to provide enterprise-class predictive
analytics and big data search services
Paul Grewal
CEO

IT Operational Intelligence

Benefits of Operational Intelligence
• Discover patterns by comparing IT systems events
from multiple sources
• Harness live feeds and historical data
• Ability to detect important events within your IT
infrastructure
• Find trends and irregularities
• Gain a rich understanding of machine data
• Produce ad hoc reports
Operational Intelligence
Harness your machine data and realize the value with operational intelligence solutions. With the rising amount of machine-generated data and information, you
will benefit by the features operational intelligence software can provide.
Choose the right operational intelligence solution for your business on AWS Marketplace. With free trials
and pay-as-you-go pricing, it’s quick and easy to get started. Visit https://aws.amazon.com/mp/oi for more
information about Business Intelligence software on AWS.

Summary
Innovate faster and accelerate the implementation of your end-to-end Big Data architecture
There is an increase of importance on new Big Data capabilities including:
• Securely combining data residing on-premises with Cloud applications
• Populate and manage data from real-time sources
• Demand to go beyond analysis to act during key business moment
Find, evaluate, and deploy software in AWS Marketplace
• Shift to subscription: pay-as-you-go or SaaS contracts
Download the step-by-step guide for the Intelligent Analytical System:
https://aws.amazon.com/mp/mp_solution

Q&A

THANK YOU!

MSC203_How Citrix Uses AWS Marketplace Solutions To Accelerate Analytic Workloads on AWS

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