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Publication:
July 2011
Categoria:
Marketing
Client:
Ninja Marketing
ninja-1

The client and the context

Ninja Marketing is the benchmark for innovation in marketing and communication. Founded in 2004 by Alex Giordano and Mirko Pallera, it has been since before YouTube existed a valuable resource for understanding the changes taking place in marketing and communication, in the technological and social innovation behind the very rapid evolution we are witnessing. Since its foundation in a hidden “lair” on the Amalfi Coast, Ninja Marketing has aggregated a movement of creatives, marketing professionals, and Communication Science students, united by the desire to renew the way companies communicate.

Ranked number one among Italian marketing blogs, Ninja Marketing is visited daily by influencers, trendsetters, early adopters, entrepreneurs, agency and company managers, pr people, journalists, geeks and Web 2.0 enthusiasts.

ninja nuvole

Migration

The migration saw three key steps:

  • DNS Server Migration
  • Contents Migration
  • Computing Migration

AWS services used:

  • Route53
  • S3 – CF
  • ELB – EC2 – AS – CW
  • RDS

A key step to be able to quickly handle the other two points was, first, to take the DNS servers off the physical machine where all the other services were simultaneously present. We moved DNS control to the AWS Route 53 service, thus eliminating an initial point of failure and relieving the physical server of about 50,000 queries/day(Route 53 has a cost of $0.50 per 1 million queries).

Moving content (photos, documents, etc.) via transparent copy to the AWS S3/CloudFront CDN allowed us to easily replace the public link of the content by changing the web path suffix from www.ninjamarketing to cdn.ninjamarketing. This gave a big breather to the physical server, now saturated with network and disk I/O access. Approximately 135,000 requests/day were thus transferred (on CloudFront at a cost of $0.09 per 100,000 HTTP requests) to Amazon’s globally distributed data centers.

The CDN(Content Delivery Network) enables users scattered around the world to take advantage of portal content more quickly, as the content caching system “moves closer” to the user by replicating photos or documents on the edge servers geographically closest to the HTTP request (in terms of network path).

With DNS managed through Route 53 and content deployed in S3/CloudFront, all that remained was to implement the infrastructure consisting of: AWS Load Balancer ELB, AMI images of custom Linux web servers, MySQL RDS database, a Linux Memcached, and a Linux NAS with EBS disk. This was to share code files and that content not yet distributed (or not distributable) via CDN between the various EC2 instances, managed by scalability policies and alerts on CloudWatch.

Benefits

Moving to Cloud Computing brings many benefits, including:

  • Scalability
    With AWS datacenters spread over five macro-regions (USA East, USA West, Europe, South Asia, Asia North), virtually unlimited computational power can be accessed, adaptable to the customer’s needs and budget.

  • Reliability and Disaster Recovery
    AWS infrastructure provides high reliability and redundancy. In addition, the flexibility of the services enables Disaster Recovery strategies that can restore the Ninja portal within minutes, even in the event of a complete datacenter failure.

  • Automation
    Automatic scaling policies allow resources to be increased or decreased based on actual traffic, avoiding wasted power or overloading. This approach optimizes costs, especially during off-peak times (e.g., overnight).

  • Connettività illimitata
    L’ampiezza di banda offerta da AWS è elevatissima e senza limiti preimpostati. Il costo è a consumo, trasparente e senza restrizioni nascosti, a differenza di molti provider tradizionali.

  • Global openness
    The geographic distribution of the CDN’s datacenters and edge servers eliminates any territorial barriers, allowing international projects to be managed in different languages directly from Italy.

  • Cost optimization
    Our goal is to maintain or reduce the customer’s TCO (Total Cost of Ownership). We design and implement the solution based on the historical budget, optimizing the cost/performance ratio. The pay-as-you-go model accommodates more users without rigid fixed costs.

"The Ninja for hundreds of years lived in the mountains, practicing esoteric arts and devoting themselves to the study of the fundamental laws of nature. They were thus able to perfect a system of martial arts that earned them a reputation as invincible warriors. With these words began in 2004 Ninja Marketing, at that time the first observatory blog on unconventional marketing. It was Ninja Marketing,that coined the definition Non-Conventional Marketing making it one of the most widely used by innovators in the field of marketing and communication."
Vincenzo Masiello
CEO - ECM
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