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AWS Publishing AWS Publishing: Publishing – the art of possible 1st Oct 2020 © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark Global publishers trust AWS with their most crucial workloads Across content creation and acquisition, supply chain and content management, publishing/distribution and data analytics and monetisation © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark The reader is at the heart of the publishing transformation Customer experience and engagement Monetisation and profitability Personalisation Customer experience and Ubiquitous engagement connectivity Operational agility and Content excellence consumption “on the go” © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark I think it’s mission-critical that we “ continue to up our game as a digital product and technology company Meredith Kopit Levien, “ the upcoming CEO of the NYT © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark “All-in approach” as a cornerstone of transformation and innovation Challenges Solution Benefits Headquarters: Switzerland, presence across Central and Eastern Europe (CEE) • The publishing industry is changing • RAS is migrating their ‘private cloud’ • By using market standard solutions rapidly, and Ringier Axel Springer of applications constituting 80% of from AWS, Ring Publishing digital (RAS) management wanted to be the company business to the AWS publishing platform is more reliable, Website: able to innovate and deliver products cloud. These applications are being accessible & attractive to clients https://www.ringieraxelspringer.com/ faster re-platformed with some architecture redesign enabling RAS • The migration allowed RAS to free resources from infrastructure • Management realized their private to realize cost benefit right after About RAS investments, tap into new fields of cloud can’t compete with services migration to the cloud development and focus on critical offered by public cloud and wanted Ringier Axel Springer (RAS) is a leading topics like AI/ML to refocus their developers to create • The migration has started in digital media company in CEE, a joint venture digital products that drive the September 2018 and will take 3 between Swiss Ringier AG and German Axel • Media brands of RAS were able to company revenue years to complete Springer SE, created in order to combine develop new features and stay their international operations in CEE. flexible, even during the migration process and during COVID-19 crisis RAS manages an extensive portfolio of more than 200 digital and print products in the expanding markets of Poland, Hungary, Media today is not only a media game, it is a tech game and unless Slovakia, Serbia, Estonia, Lithuania and “ Latvia. Additionally, RAS has many on-line you are really very familiar with the big trends like AI, ML, you will not services VOD, classifieds, news, price get the potential you need in order to make your business successful in comparison, e-commerce, and more. the future. We went with AWS “all-in” and plan to migrate all our Ring Publishing is an all-in-one digital content services and big data stack to the AWS environment within 3 publishing platform, helping media brands years and already in the first 9 months we see significant progress. ” face challenges of the digital era. Mark Dekan, CEO © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark https://www.youtube.com/watch?v=dbKdFB59YWE © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark Disruption means changes to publishing business and operation models Business Drivers How AWS Helps 1 Monetization Customer Data Platform Acquisition and retention of Digital Engagement tools subscribers/readers Personalisation New product launches ML/AI 2 Optimization AI/ML Cost optimization Outsourcing mundane activities Editorial optimization Automation © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark AWS offers solutions across all publishing workflows IT migration Content creation Content distribution, delivery and Analytics management AI/ML AI/ML (outsourcing (text to speech) mundane activities) Digital Engagement Digital Innovation /Personalisation © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark Deep dive today: Understanding the reader: personalisation 1 and recommendation Innovation with AI/ML: Outsourcing 2 mundane activities 3 Innovation with AI/ML: Optimisation © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark Understanding every reader is needed in order to deliver unique experience Today publishers collect data from … BILLIONS OF DEVICES BILLIONS OF BILLIONS OF EVENTS RELATIONSHIPS THAT SIGNAL INTENT Customers use multiple devices, Consumers view billions of web Customer generate signals of intent such as browsers using anonymous / PII pages and apps, and generate search queries, product page views, ad clicks, identifiers to interact with products, billions of events across devices purchases, and loyalty program enrollment content and ads © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark What is a Reader Identity Graph? A Unified, 360-degree View Of The Customer MOBILE DEVICE INTERESTS Persistent Ids across devices and channels IDs HASHED CRM IDs PREFERENCES Audience building and segmentation Cross-device frequency capping COOKIE IDs PURCHASE HISTORY HASHED EMAIL CUSTOMER LIFETIME Analyze customer journey ADDRESSES VALUE © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark Examples of the publishing use cases – digital engagement Confirm purchase Respond to social media, customer subscription, podcast Analyze user behavior reviews, support transcripts, and across channels other conversations Breaking news alerts Personalized notifications Articles / sports results based on profile preference recommendations New content alert of content Login/password Identify likely churners Content and trigger responses recommendations Convert free users to subscribers Single view of channel engagement © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark 1 Recirculation of trending content with Data Analytics Challenges Solution Benefits Headquarters: USA • Needed to develop a platform that • Hearst has partnered with AWS and • Fast insights - With the clickstream Website: analyzed real-time clickstream Built a clickstream analytics analytics platform, Hearst can make events such as readership platform that transmits and the entire data stream – from website statistics, impressions, and page processes more than 30 terabytes of click to aggregated data - available to https://www.hearst.com/ views for more than 300 global clickstream data a day, streamed editors in minutes websites and apps. In addition, the from more than 300 Hearst websites • Increased content recirculation - with About Hearst publisher wanted to monetise the worldwide the ability to get content metrics text-to-speech feature quickly, Hearst editors have increased Hearst Corporation, headquartered in • Amazon Kinesis Firehose the recirculation of trending content New York City, is one of the largest by more than 25 percent automatically moves buffered data media and information companies in from Amazon Kinesis Data Streams • Reduced complexity the world. into persistent storage on Amazon • Simplified data analysis Simple Storage Service (Amazon S3) Some of the newspapers and magazines owned by them include Elle, Marie Claire, Cosmopolitan or San Francisco Chronicle. I don't know how we could have made our clickstream data pipeline work without Amazon Kinesis services “ Peter Jaffe, Data Scientist” © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark 1 Editorial personalisation: Targeted Content Headquarters: Canada Challenges Solution Benefits Website: https://www.theglobeandmail.com/ • The Globe and Mail was planning to • Personalized search engine was built • AWS offered an efficient solution with launch a new application that enables by AWS’s partner, Clear Scale The Globe being able to get the About The Globe and Mail its growing online readership to service to the market in just three access stories and breaking news • The recommendation months The Globe and Mail is Canada’s from mobile devices. And to system uses several most read newspaper with a increase reader engagement, it AWS services, i.e. AWS Kinesis, • The solution was flexible and allowed national weekly digital wanted to serve up targeted AWS Dynamo DB, Amazon EMR the Globe to improve its mobile readership of 4.7 million. articles based on each reader’s app over time individual interests. • The customer also uses Amazon S3, Amazon EC2 • AWS helped to dramatically In print for 170 years, the Amazon SQS and increased reader engagement—with newspaper delivers coverage Amazon CloudWatch offering readers relevant content of national, international, business, technology, arts, entertainment, and lifestyle news. As we work to improve the reader experience, AWS and ClearScale are “helping us get there both quickly and cost-effectively. —Mike O'Neill, Director of Data Science,” The Globe and Mail © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark 1 Daily newsletter helps to generate
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