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InsideBIGDATA Guide to
Ticketmaster: Using the Cloud
Capitalizing on Performance, Analytics,
and Data to Deliver Insights
Written by Daniel D. Gutierrez, Managing Editor, insideBIGDATA
BROUGHT TO YOU BY
© 2018, insideBIGDATA, LLC . All rights reserved. Various trademarks are held by their respective owners.
Ticketmaster: Using the Cloud
Accelerating Demand for Cloud Services
Demand for enterprise cloud services is growing exponentially. A recent Teradata survey indicates
that by 2020, 90% of their customers expect to have a hybrid cloud environment — and more than
85% expect to buy analytics as a service. These market needs must be addressed with simple, packaged
solutions that combine leading data and analytic software as a service with unprecedented deployment
choice and flexibility. Ultimately, these solutions need to free enterprises to focus on how analytic
insight can move the needle for their company.
According to Gartner, more and more enterprises For enterprises considering a cloud solution, the
are demanding that service offerings support topics of security and compliance are essential for
hybrid scenarios that incorporate traditional success. A viable solution should include rigorous
on-premises technologies as well as new cloud third party audits of as-a-service offerings to
technologies, and ultimately establish a hybrid demonstrate compliance with security regulations
IT environment 1 Enterprise solutions need to and industry best practices such as ISO 27001,
be designed to support this type of modern SOC 1, SOC 2, PCI, and HIPAA.
hybrid approach with comprehensive
The requisite solutions offer more choice, greater
subscription services aligned to customer
dexterity, and the ability for enterprises to increase
priorities. The solutions also need to support
their focus on extracting and applying analytic
the same enterprise use cases and workloads
insights rather than on managing infrastructure.
that are available with on-premises systems,
The objective is to increase business agility and
though with the advantages of subscription
boost focus on data-driven analytic insights that
pricing in an as-a-service model. Common use
have meaningful business outcomes.
cases for companies running their analytic
ecosystem in this fashion are: The goal of this whitepaper is to make the case for
• Production this enterprise-class cloud solution by examining
• Test and development a high-profile use case example describing
how Ticketmaster successfully migrated to the
• Quality assurance
cloud through use of the Teradata IntelliCloud™
Hybrid cloud use cases for enterprises employing technology suite.
both cloud and on-premises systems include:
• Cloud bursting 1
“ Build and Market Cloud-Based Offerings Primer for
• Cloud data labs 2017” published Jan 24, 2017 by analysts Ed Anderson,
Gregor Petri
• Cloud disaster recovery
Contents
Accelerating Demand for Cloud Services...............2 Access to the Instance.......................................7
Ticketmaster Background and Backups.............................................................7
Cloud Migration Motivations.................................3 What Is Teradata IntelliCloud?..............................8
Ticketmaster Cloud Migration Experiences...........4 IntelliCloud Security..............................................8
The Ticketmaster Journey with Teradata Hybrid Cloud Analytics .......................................10
into the Cloud........................................................5 Transparency...................................................10
Cloud Migration.....................................................5 Location Enforcement.....................................10
What Ticketmaster Learned..................................7 Orchestrated Entitlement................................10
Networking........................................................7 Bi-Directional Migration..................................10
Project Management.........................................7 Single Management Console...........................10
Data Movement................................................7 Summary.............................................................10
NPARC................................................................7 Resources............................................................10
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Ticketmaster: Using the Cloud
Ticketmaster Background and Cloud Migration Motivations
Founded in an Arizona State University college placed on it,” said Shawn Moon, Director
dorm room more than 40 years ago, Ticketmaster of Database Solutions, when describing the
has grown into a global ticket retailer serving Ticketmaster journey with Teradata in the cloud.
19 countries. Ticketmaster sells hundreds of
The chart below depicts the Ticketmaster data
millions of tickets to every type of show and venue
environment that existed during the cloud
yearly. The company’s online properties get over
evaluation period. It’s apparent that the company
a billion unique visitors per year. The Ticketmaster
had data everywhere, from many different
e-commerce site is one of the top three in the
sources, on different platforms and with different
world, while using analytics and data to always
schemas. There were silos of data with nothing
improve the fan experience and fill venues for
truly shared, and trying to create a cohesive
its parent company, Live Nation Entertainment.
report with data sources from different systems
“We needed a platform that was fast, predictable, was very difficult. Teradata was chosen to build
scalable, something we could grow with and a large, robust data warehouse to service all the
something that would grow with us as we company’s needs.
continue to have additional data and demands
The Ticketmaster data chart was evidence that a solution was needed
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Ticketmaster: Using the Cloud
Ticketmaster Cloud Migration Experiences
To meet the corporate objective of eliminating
on-premises data centers by 2017, Ticketmaster With a cloud solution, Ticketmaster
has put everything in the cloud including can accommodate changes in demand
production, development, and disaster recovery by spinning up resources and then
with Teradata IntelliCloud while realizing cost shutting them down as needed.
reduction. The migration was completed on
schedule and within budget. The process took
just 10 weeks to complete the migration. Users include finance, accounting, and marketing
as well as Ticketmaster clients such as venues and
“Many of our users haven’t the foggiest promoters all have access to the analytics and
idea that we’re no longer running on data in the cloud. Users notice faster reporting
the same on-premises system,” said and more data streams like social media that yield
increased insights for decision making. Marketing
Moon. “We minimized our downtime, can develop fan profiles for future event
we moved it over quickly, and we had promotions with personalization.
a great partnership [with Teradata] to
“Our marketing team is able to get robust data
pull that off. We didn’t have to touch about our fans and bring that all together so they
any of our applications, ETL processes, can create profiles that allow them to let the fans
or BI solutions.” know things that they don’t already know — like
new acts that are coming to town, or when their
“Much of our company didn’t even know it favorite bands are coming. This is where the big
happened,” said Moon. “Many of our users chunk of analytics is focused,” said Moon.
haven’t the foggiest idea that we’re no longer
With the new cloud platform, Ticketmaster and
running on the same on-premises system. We
Live Nation can quickly pivot when sales are
minimized our downtime, we moved it over
sagging, for example by sending segmented and
quickly, and we had a great partnership [with
personalized offers to create demand.
Teradata] to pull that off. We didn’t have to
touch any of our applications, ETL processes, Let’s look at how Ticketmaster found success after
or BI solutions. All we did was change DNS overcoming several challenges to complete the
entries and those applications were none the cloud migration, including an aggressive project
wiser. It was a really smooth transition.” timeline and low tolerance for system downtime.
Flexibility has been a game changer. The
Ticketmaster sales cycle is very spikey since
demand for resources is high during the first
hours of ticket availability for a popular event,
after which demand is reduced significantly. With
a cloud solution, the company can accommodate
changes in demand by spinning up resources
and then shutting them down as needed.
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Ticketmaster: Using the Cloud
The Ticketmaster Journey with Teradata into the Cloud
In 2011 Ticketmaster invested in a 9-node Teradata aware of events, and make sure customer service
on-premises production system and a 4-node had relevant data available. The new systems also
system for development and quality assurance. were used for bot detection since bots can scoop
From those systems they took web behavior data, up tickets to post on the resale market for much
transactions, demographics, etc., and combined higher prices.
them, which was something the company had not
Later, in 2015, the company was operating
been able to tie together before. Subsequently,
with basically the same architecture except for
they could build out customer profiles, perform
an additional 2-node disaster recovery system,
robust reporting to drive the business, carry out
along with an upgraded system for dev/QA.
customer segmentation to make sure fans were
Adding Teradata to the Landscape
Cloud Migration
Continued success and rapid growth led to the
company hitting a wall with their Teradata Continued success and rapid growth led
system capacity. As a result, the staff considered to the company hitting a wall with their
all options for mitigating the situation. After Teradata system capacity. Ticketmaster
much deliberation, Ticketmaster decided to go decided to go with Teradata IntelliCloud.
with Teradata IntelliCloud. Key factors for the
decision were:
• Low risk due to the same basic architecture Executing the cloud migration meant increased
as their on-premises Teradata systems capacity, automatic access to the latest software
• Cost containment since there would be version and features (a default benefit of cloud
no more costly capital expenditure projects computing), getting the system off-premises in
in the future consideration of the company mandate to close
data centers, containing cost and making it more
• Managed system that provides Ticketmaster
predictable — and the requirement to do it fast!
DBAs and architects more time to focus on
The deal was signed on December 18, 2015 with
value-add
the need to get to production by March 31, 2016.
• Teradata was a trusted partner
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Ticketmaster: Using the Cloud
The diagram below maps the old on-premises system to the new IntelliCloud system.
Mapping to the new Ticketmaster Teradata IntelliCloud solution
The actual migration took 3-4 weeks of intense • Weekly propensity scoring (a particularly
planning followed by the build-out of the new long job that previously was run weekly
platform. Several options were discussed to because it took so long) – cut from
minimize impact since users on the production 7.5 hours to 2.5 hours (now run daily for
system could not take an extended downtime. the analytics group)
After Ticketmaster executed on the move, • Reporting SLA – meeting 100% of SLAs for
the following results were realized: key daily reports vs. 90% for on-premises
• ETL runtime – improved for 90% of jobs • No longer I/O bound!
• ETL runtime – reduced by more than half
for 62% of jobs
The Ticketmaster to Teradata IntelliCloud Migration
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Copyright © 2018, insideBIGDATA, LLC www.insidebigdata.com | 508-259-8570 | Kevin@insideHPC.comTicketmaster: Using the Cloud
What Ticketmaster Learned
During the cloud migration process, the
Ticketmaster staff learned several important One of the benefits of IntelliCloud is
lessons from which other organizations that Teradata takes care of backups.
can benefit: You need to be aware that a managed
service for backup may be somewhat
} Networking different than what you’re accustomed
Don’t minimize the amount of effort required
to, e.g., no incremental backups.
to deal with networking considerations with
a cloud system, including VPN connections.
} Project Management } NPARC
This is a streaming backup and recovery
There was a real need to coordinate a fair solution which is traditionally done by
number of disparate teams within Teradata plugging in cables between cabinets in same
and Ticketmaster— and the Teradata Project data center. As such, it’s easy to take a multi-
Management (TDPM) team addressed this terabyte or even petabyte system and blast
requirement. It’s important to have a close it over to the new platform — but moving
working relationship between the company data to the cloud is different and takes longer.
project manager and Teradata project
manager. There is a lot of coordination } Access to the Instance
on the Teradata side that is difficult to
Once you’re running in the cloud, you’ll need
achieve without engaging Teradata project
to adjust the way you do things compared
management resources.
to what you’ve always done. For example,
there’s no access to the operating system of
} Data Movement the Teradata cloud instance, so OS activities
The company needed to consider how best must be performed by the Teradata Cloud
to move 35TB of data thousands of miles Operations Team.
across the country with minimal downtime.
There were a few things that Ticketmaster } Backups
did to ensure successful data movement:
One of the benefits of IntelliCloud is that
• Do some housecleaning and identify critical Teradata takes care of backups. You need to
data and make it as small as possible; old be aware that a managed service for backup
dev copies must go! may be somewhat different than what you’re
• You don’t have to ship the whole database accustomed to, e.g., no incremental backups.
at once. Identify what can go early or late.
For example, early on you can transfer
any large insert-only tables containing
historical data.
• Utilize all the tools at your disposal, e.g.,
Teradata Data Mover, BAR, ETL processes
(such as Informatica and Talend), shipped
drives, etc.
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Copyright © 2018, insideBIGDATA, LLC www.insidebigdata.com | 508-259-8570 | Kevin@insideHPC.comTicketmaster: Using the Cloud
What Is Teradata IntelliCloud?
Teradata IntelliCloud is a fully-managed as-a-service IntelliCloud subscriptions consist of software,
offering in which Teradata sets up and manages services, infrastructure, and support. Extending
performance, security, availability, and operations the residential analogy, customers can enjoy an
so that customers can focus on data-driven IntelliCloud home in whichever neighborhood
business outcomes. where they want to live — whether that’s in
Teradata data centers, in Amazon Web Services, or
IntelliCloud offerings enable customers in Microsoft Azure. This flexibility and portability
enables customers to adopt IntelliCloud for
to focus on business value, service
whatever data and IT infrastructure strategy works
utilization, and analytic insight and not for them, both today and in the future.
worry about setting up or running the
IntelliCloud service features are comprehensive.
underlying software or infrastructure.
Performance is enabled by multiple instance
types and multiple regions for low-latency access.
The business benefits of having each of these four Security is provided via 24x7x365 monitoring,
areas included in the IntelliCloud subscription encryption of data in motion and at rest, and
include getting the most value from analytic audited compliance for ISO 27001, SOC 1 and 2,
investment; having peace of mind about security; PCI, and HIPAA standards. Availability is
enjoying higher uptime and greater business guaranteed with a Service Level Agreement for
continuity; and focusing in-house resources on up to 99.9% uptime as well as daily backups for
business outcomes rather than infrastructure rollback and business continuity. Environmental
management. Operations are taken care of including software
patches, version upgrades, and a self-service
IntelliCloud service can be thought of as a pre-built
web-based management console for easy
home that has been designed and constructed
account administration.
with customer requirements in mind. It’s ready
for move-in, and maintenance and security are
included in the subscription. Customers simply
bring their data—their furniture, as it were—
and Teradata stays outside the house so that
customers have complete privacy.
IntelliCloud Security
Cloud computing has revolutionized the way network security, data protection, monitoring, and
organizations manage their business and data, access controls. Teradata designed its IntelliCloud
but it has also brought a unique set of security services from the ground up to meet the most
concerns. While some businesses are quick to advanced data security requirements, giving current
embrace the agility and convenience of the cloud, and prospective customers the peace of mind that
others remain hesitant because of fear about data their data is private and secure with Teradata.
breaches and cybercrime. The company has invested in rigorous third party
audits of its managed cloud offerings in order to
Security is the number one priority for Teradata
demonstrate compliance with security regulations
IntelliCloud services; support is delivered for every
and industry best practices such as ISO 27001,
facet of cloud security including physical security,
SOC 1, SOC 2, PCI, and HIPAA.
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Teradata Market Leadership
Teradata is positioned as a leader in the Gartner change. This new software licensing model
2017 Magic Quadrant for Data Management is the first in the hybrid cloud market to feature
Solutions for Analytics 2 issued February 20, 2017. portability—a shift away from cloud lock-in
Gartner’s report opens by characterizing the or siloed on-premises deployments.
market entering 2017: “Disruption is accelerating
Combined with Teradata Aster Analytics and
in this market, with more demand for broad
Hadoop support, as well as a wide range of
solutions that address multiple data types and
business and industry-specific consulting
offer distributed processing and repository. Cloud
services, Teradata is well-positioned to help
solutions are also gaining traction.” The report
enterprises become market leaders. To ensure
also addresses rising expectations, commenting
economic efficiencies, Teradata’s consulting
on the Leaders quadrant: “This Magic Quadrant
team can provide potential and estimated return
has a lot of white space in the upper-right corner,
on investment and strategic business impact
indicating that the market continues to demand
projections for any analytic solution prior to
more innovation and better execution to address
the engagement.
the needs of combined cloud and on-premises
deployment, as well as cloud and big data
combinations.”
As Teradata introduces more
licensing flexibility, the value
proposition of Teradata
Everywhere™ is the market’s
most attractive in that it
provides customer choice,
flexibility, and performance
at scale. The company offers
innovative database license
flexibility across hybrid cloud
deployments, enabled through
a consistent and simplified
licensing model that delivers:
(i) portability for deployment
flexibility; (ii) subscription-
based licenses; and (iii)
simplified software tiers with
bundled features. With portable
database licenses, enterprises
can now have the flexibility
to choose, shift, expand, and
restructure their hybrid cloud
environment by moving
licenses between deployment
options as their business needs
2
artner, Inc., Magic Quadrant for Data Warehouse Database Management Systems, Analysts Roxane Edjlali, Adam
G
M. Ronthal, Rick Greenwald, Mark A. Beyer, Donald Feinberg, February 20, 2017
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Hybrid Cloud Analytics
It’s clear with the growth of hybrid cloud } Orchestrated Entitlement
infrastructure that this is the future of data
An organization needs to be able to easily
analytics. But many data analytics vendors are
manage entitlements and licensing for their
ambiguous at best on the role that hybrid cloud
user base across the hybrid cloud solution.
plays in their offering. The fact is that the cloud
is simply a delivery mechanism for an analytics } Bi-Directional Migration
solution, and it doesn’t speak to the quality of
The solution must allow for bi-directional
the solution itself. What is categorically true is
migration to/from one infrastructure
that enterprises today are combining on-premises,
environment to another in the hybrid
private, public, and managed clouds in their
cloud deployment.
infrastructure. To properly serve these adopters,
analytics solutions need to emphasize five
key ideas:
} Single Management Console
A hybrid cloud analytical solution should be
} Transparency managed as one seamless environment across
infrastructure boundaries — and so it should
A hybrid cloud analytics solution is completely
be managed via a single console.
transparent to the end users of where the
data resides and where the analysis happens. The fundamental thing to remember across all
these ideas is that the solution must allow the
} Location Enforcement adopter to choose where or which cloud they
A properly governed solution enables use to pair with their on-premises solution;
organizations to define rules around where that’s how the hybrid cloud environment can
data and/or the analysis on that data can help the company realize true business value.
be stored or run.
Summary
One of the most widely discussed topics in IT today is moving workloads to cloud. The process of deciding
whether or when to migrate to the cloud can be daunting. Further, finding the right technology fit for
your enterprise objectives can be challenging with a cloud solution ecosystem filled with alternatives.
To make the cloud adoption process more straightforward, this white paper provided a number of areas
for consideration when evaluating a cloud platform. We also focused on the experiences of a high-profile
enterprise—Ticketmaster— during the company’s migration to the cloud. Finally, we offered a top-tier
cloud solution —Teradata IntelliCloud — as an excellent choice for transitioning from an on-premises
system to one in the cloud.
Resources
For additional information about Ticketmaster’s migration to the cloud, see:
http://www.teradata.com/Resources/Web-Casts/Front-Row-Seat-to-the-Future-Ticketmasters-
Migration-to-Teradata-Cloud/
http://www.teradata.com/Resources/Videos/Ticketmaster-Capitalizing-on-OPEX-Performance-
Analytics-and-Data/
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